The name Millennial was inspired by the time period in which the owner was

born. It is unique since she is part of the millennial generation. Millennial

offers a selection of black garments along with neutral tones and an

occasional pop of red. The font selection is simple and contemporary to

emanate the brands minimal urban chic aesthetic.

Store Atmosphere

The interior atmosphere of Millennial reflects the elite urban customer base.

The atmosphere sets a sleek sophisticated mood for any shopper who

enters. The design is minimal, but still very upscale and modern with large

front windows, white walls, dark grey textured ceilings, light grey wooden

flooring, and a miniscule light grey oval rug just outside the fitting rooms. It

has a boutique style layout, with an array of brands intermixed on each

display, however similar styles are located near each other, making it easier

for customers to locate specific merchandise. The moderately dim lighting

gives off a calm ambiance making it a pleasant experience for every

customer who enters. The size is rather small, however each garment rack

is placed to provide a spacious and sleek environment.

           

 

 

   

Target Market  

Based on the VALS survey, Innovators are the target market for Millennial.

Innovators are successful leaders with sophisticated qualities, very

independent, aware of personal values, and always seek new personal

challenges. They have an upscale taste and are active consumers who

always make sure to purchase merchandise that will reflect their

personality. The innovator segment is appropriate for Millennial since all

the well-known brands and designers offered are high end, which reflects

the Innovators desire to have a prestigious persona. The image of an

Innovator is very important to them, so Millennial is the perfect fit for its

target market. Innovators are also very receptive to fresh ideas and

technologies so they would be guaranteed to be up-to-date with any

product available at the exquisite retail location. Due to the high price point

of merchandise, the target age range is 25-60.

Brand Personality

Millennial has the primary brand personality of sophistication. The clientele

loves to be innovative and always open to experiment with new looks and

designs. They come from an elite and very put together lifestyle and will

therefore expect the clothing they purchase to represent their image

exquisitely. The clothing is sophisticated yet edgy since there are plenty of

styles that incorporate enthralling materials such as leather and silks. All

elements featured at Millennial are inspired by street style seen throughout

major cities such as Chicago, NYC, Los Angeles, London, Paris and Milan.

This modern yet classy approach draws customers in and will keep them

coming back in order to keep up with the continuous modification of urban

trends. Millennial will make sure to allow every customer to embrace their

inner chic while wearing each noteworthy ensemble that they are matched

with.

   

 

   

 

City and Regional Profile

There is only be one Millennial location, which will be the flagship location

located on Huron Ave. in Chicago, Illinois. Chicago is the hometown of the

owner of Millennial and is the main inspiration for the ambiance of the store.

It is also the home to many elite consumers whom are loyal customers to

upscale retail stores like Millennial.

Chicago:

• Population: 2.7 million

• Median City Age: 33 years

• Median City Income: $45,214  • Education Level: Completed High School (23.96%), Completed

Bachelors Degree (19.95%), Completed Graduate Degree (9.12%)  • Nearest Cities: Oak Park, Evanston, Cicero, River Grove  

   

Flagship Location

The flagship location of Millennial is a storefront on Huron Street, and is

also the only location. This single location offers an arrangement of

luxurious brands from high-end designers and attracts the Innovator target

market, since the majority of clientele will be from or around the surrounding

lavish area. Huron Street is also located near main shopping streets in

downtown Chicago such as Michigan Avenue, Oak Street, and State

Street.

 

 

 

 

 

   

Huron Street

 

 

   

Trend and Inspiration Analysis

Silhouettes and Shapes

Formfitting dresses, gowns, simple tops, tight pants, skater style skirts, jumpsuits, leather jackets  

 

   

Color Palette

Fabrics and Textures

Leather, knit, lace, silk, cotton, nylon, suede, acrylic

 

 

 

 

 

 

 

 

   

Merchandise

Top sizes XS-L

Dresses XS-L

Jumpsuits XS-L

Jackets XS-L

Skirts 0-10

Pants 0-10

Accessories

Shoes 5-10

Brands

Givenchy | Balmain | Alexander McQueen | Rag & Bone | Helmut Lang |

Victoria Beckham | Tom Ford | Alexander Wang

Price Point

Upscale, better price point ranging from $300 - $5,000

 

 

   

   

 

 

   

 

 

   

 

 

   

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data.com/city/Chicago-Illinois.html Farra, E. (2015, April 29). Live La Dolce Vita With These Three Classic

Pieces. Retrieved April 30, 2015, from http://www.style.com/trends/fashion/2015/street-style-leather-jackets-white-shirts-shopping

Olajide, J. (2015, April 29). Floyd Mayweather vs. Manny Pacquiao: Your

Cheat Sheet to Boxing’s Biggest Match. Retrieved April 30, 2015, from http://www.vogue.com/13257090/floyd-mayweather-manny-pacquiao-vegas-fight-2015/

Ropa. (n.d.). Retrieved April 30, 2015, from

https://www.pinterest.com/pin/522699100474189362/ Satenstein, L. (2015, April 14). It’s Australia Fashion Week! Here, the 7

Street Style Standouts to Follow Now. Retrieved April 30, 2015, from http://www.vogue.com/slideshow/13254381/australia-fashion-week-instagram-street-style-stars/

30 E Huron Street #4107 Chicago, Illinois 60611 is Off Market | MLS#

08668469 | @properties. (n.d.). Retrieved April 30, 2015, from http://www.atproperties.com/8668469/30-e-huron-street-4107-chicago-illinois-60611-nei?ref=tinyatp&pt=39315283