Queen

Alison Kinkade

 

 

         Queen B, often abbreviated with a simple but elegant “B”, gets its name from the character Blair Waldorf off of the T.V. show Gossip Girl. Queen B offers high-end clothing for the workingwoman who has style and grace.

Store Atmosphere When entering Queen B the customer should feel transported to another world. Upon entering they will feel like they are the most important person in the world. The sales associates act as personal shopper adding to the store a feel of elegance and class, everything that Queen B embodies. The store’s ceiling is very ornate, enhancing the feel of high class. The floor is a beautiful cherry wood and the walls are a light pink with a mix of florals playing up the girly side of Queen B. Queen B is laid out like a boutique making it easy to display new and seasonal merchandise. The sections are divided into elegant eveningwear, work attire, and casual day wear.

 

 

Target Market Based on the VALS model, innovators will be the target market for Queen B. Innovators are known as the leaders of society. They have many resources and prefer the finer things in life. This segment is appropriate for Queen B because it will have high-end quality clothing that is very unique and fashionable. The innovator market is open to new products and technologies. They are not afraid to try and spend money on new things in any market. They often buy new cars, big houses, clothing, art, etc. Making them the perfect match for Queen B.

Brand Personality Based on the Aaker’s brand personality traits, the trait for Queen B will be “upper- Class.” The trait is appropriate because all the clothes that will be sold will only be affordable to the upper class and many of the dresses being sold only the upper class will have a place to wear them, like an evening gown for example. The upper class used as a market tool would give an air of exclusivity to Queen B that would appeal to the target market.

City and Regional Profile Queen B will be located in SoHo New York. SoHo (and New York itself) is home to many upper class people. Society is important and what a person is wearing can make or break them. Soho loft prices are multimillion-dollar and many expensive galleries are relocating to SoHo. SoHo has become a favored choice for luxury hotel dwellers wishing to escape the hustle of Manhattan.

 

 

SoHo Demographics • Population: 11,500 • Median Household Income: 102,143 • Average Household Net Worth: 1,345,832 • Median Age: 35 years • Marital Status: Married • Education Level: Bachelors degree- 3,952 Graduate degree-

2,924

Location The exact location of Queen B will be a stand-alone boutique on Broadway Street. This is one of the shopping strips in SoHo. It would be a good location because there is a mix of high-end fashion along with some low-end chains, making Queen B stand out while still fitting in the some stores who have the same target market.

 

Broadway  Street   Broadway  Street  

 

 

   Trend Inspiration Analysis

   Flared  Trousers  (Veronica  Beard) Winter  Florals  (Antonio  Beradi) Feathers  (Alice  +  Olivia)  

Car  wash  skirt  (Oscar  de  le  Renta)  Capes  (Valentino)  

 Short  Skirts  (Louis  Vuitton)

 

 

Color Story Queen B will always have the basic colors, black, white, and tan with added pops of color through the store depending on the seasonal trend. For example, fall 2015 Queen B will feature:

Assortment Day Dresses: XS-L

Blouses: XS-L Trousers: 0-10

Skirts: 0-10 Blazers: 0-10

Outerwear: 0-10 Evening gowns: 0-10

Brands Alice+Olivia, Ellie Saab, Issa London, Erdem, Joseph, Isolda, Adam Lippes, Valentino, Forte Forte, Isabel Marant Etoile, Lanvin, Chanel

Price Point Designer: 500- 5,000

 

 

 

   

 

Back  Wall

Right  Wall

 

 

 

 

Cash  Wrap

 Left  Wall

 

 

 

   

     

Outside  front  entrance  

Just  inside  front  entrance

 

 

   

 

                               

   

View  of  windows  &  door

Aerial  View  

 

 

   

Planograms

Ballet Bar  

                           

   

                       

   

Wool Wide Leg Pants 100

Blue Lace Midi Dress 100

Floral Dress100

Floral Print Poplin Shirt Dress 100

Silk paneled black floral print organza dress 100

Sleeved Floral Dress100

Tan Linen Blended Trousers 100

 

 

     

Strapless Twill and Tulle Gown 100

Pink Ruffle Silk Cape 100

Wall Stand

Trimmed Lace Gown 100

Wall Hanger

Stretch Pencil Skirt100 Gingham Pencil Skirt

100

Tweed Pencil Skirt100

Brocade Pencil Skirt100

Wall Hanger

Navy Checked wool blazer 100

Printed Silk Top 100

Tie Front Suede Top 100

Gingham Blazer 100

 

 

References

Trend Inspiration Fall trends. (2015). Retrieved from www.style.com Clothing Clothing. (2015). Retrieved from www.polyvore.com Color Story Pantone fashion color report. (2015). Retrieved from www.pantone.com/pages/fcr/?season=fall&year=2015origin=topnav SoHo Information Lifestyle and demographics. (2015). Retrieved from http://www.realtor.com/local/SoHo_New-York_NY/lifestyle