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EDITOR’S LETTER MICHAEL KORS, a classy and affordable brand for women.

Michael Kors is a well-known brand world brand who was created by the famous designer Michael Kors based in New York City. After opening a store in Carrefour Laval, it came to our attention that the store was quite small. The Michael Kors located in Carrefour Laval is renovating to be able to serve it’s clientele in a more glamorous and chic way this summer. After months of renovations, our still will be ready to serve you at the beginning of June. With our new ad campaign, new inspirations, our renovated interior and our improved store front, the store will have place to sell more collections with the newest designs.


RESEARCH COMPONENT Commercial Space

The store that I am recreating is the Michael Kors located in Carrefour Laval.

Target Market

The target market for Michael Kors is women from their early twenties to ageless. The women who buy this brand usually have a good income, and want some quality products for a good price.

Geographic

The store is in Carrefour Laval in Laval. The population is of 401,553 however it will be targeting not only Laval but also the cities around it, for example, Rosemère, Montréal, Blainville and more.

Demographics

The demographics for this brand is women from their early twenties to ageless. They are in mid-upper class, either in college or in their career. They have a good income and live either at their parents or just came out of school and living on their own, or with their family. It can also be women who have retired, Michael Kors is quality product, it isn’t cheap but it’s still not the most expensive brand compared to others.

Psychographics

The interest of a woman who likes to buy Michael Kors could be from traveling, to spending a weekend with their husband. It can be to going out with friends on a Friday night to relaxing at home with some friends. This brand that offers a variety of accessories to a line of shoes and some clothing, can attract many different women. Their activities can be from going to yoga class on a weekend morning, to playing soccer with friends on a summer day.

Behavior

Customers who buy Michael Kors are often loyal customers. People who like this brand often have more than one item from the company. After buying a quality product from this store, it shows you that it is a good product and you wish to buy more.


LOCATION

Carrefour Laval is located at 3003 Le Carrefour, Laval, Quebec. The opening date of the mall was

March 28, 1974 by the owner, Cadillac Fairview. The shopping mall has more than 300 stores and is the largest enclosed mall in the Montreal area. The building is 1,242,990 sq ft.


ARCHITECTURAL PLANS This is the interior of the Michael Kors presently in Carrefour Laval. The store is a bit wider towards the end however it is very simple and the end of the store is where they have the tables for the watches and the bags hanging on the walls in small cubicles.

GOOGLE MAP

DESCRIPTION OF AREA The store is located in Carrefour Laval which has hundreds of stores and also a lot of restaurants. Around the Carrefour Laval, a lot of store, restaurants and residences can be found. Near this mall, you have a cinema, condos and a lot of restaurants and place to walk around. This is a very developed area where you can get around by walking. There is also the autoroute 15 and the 440 that are right beside the mall.


THEME

The theme will be something very simple. Chic clothing with accessories, same as the collection Michael Kors has been having for years. Since summer is coming and the collection is inspired by the 100 series watch for world hunger, the color blue will be standing out a lot. The collection will resemble the store, something very classy with a touch of blue. The vision of the store is to keep the same clientele by trying to expand it. The renovations of the store are to attract more customers and to make the store stand out compared to now. A new store always attracts more people. The vision will also be to shop people the company is a loyal brand, that cares for something else than making profit, helping an organization by making a watch in their name and collecting donations; to show that the company likes to get involved in what is happening in our world of today.

SOURCE OF INSPIRATION For the inspiration of this new concept I used the new Michael Kors watch design. Michael Kors used one of their best selling watch and changed it in order to raise money for the United Nations World Food Programme. The watch is written world hunger in the back and has the shape of the globe inside the front. The watch is in a brilliant blue color and gold. For each watch that will be sold, 25$ will be donated to WFP, one watch sold will equal 100 meals. For this concept, I used the inspiration of not only the watch, but also since summer is just around the corner. I decided to blend both in, while still staying very classy since this is Michael Kors, I only added a bit of colors for it to stand out, using the blue that appears in the watch.


COLLECTION


TAG,BAG AND LOGO

MK

149,99$ WALLET

MICHAEL KORS

MICHAEL KORS


BUSINESS CARD AND HANGER

MICHAEL KORS 3003 LE CARREFOUR LAVAL, QUEBEC

(450) 681-2069 MK


MICHAEL KORS MK

MK

MICHAEL KORS

Renovating an already existing store doesn’t give you the decision to do what you wish with the store. After redoing the storefront for the Michael Kors in Carrefour Laval, it gives the store more simplicity and color. The window display is simpler than before, displaying only a few elements of what the store has to present. The colors presented are black/tan/white with a touch of blue to make it standout and to promote the new 100 series watch for world hunger. Compared to the window of before that used to display a lot of the collection and showed the inside of the store, I decided to make a smaller window frame, with large glass door and 2 ad posters. The ad posters are from a summer campaign to fit with the concept and since the store will be ready for June.


SHOE DISPLAY ON THE WALL

BACKSTORE ENTRANCE

SOFAS

PURSES ON RACKS

CASH

ESCALATORS

CASH

PURSES ON RACKS

WATCHES TABLE

WATCHES TABLE

WINDOW DISLPAY

WATCHES TABLE

ENTRANCE


DRESSING ROOM

LINE UP

WALLETS IN CUBICLES

SOFAS

ESCALATORS

WALLETS IN CUBICLES

ACCESSORIES TABLE

ACCESSORIES TABLE

ACCESSORIES TABLE

ACCESSORIES TABLE

ACCESSORIES TABLE

ACCESSORIES TABLE

CLOTHING ON RACKS

CLOTHING ON RACKS

CLOTHING ON RACKS


ARCHITECTURAL PLAN OF THE STORE LAYOUT The goal in redoing the inside of the store was to maximize the space to put more collections that before and for the store to be well arranged. On the first floor is where all of the new collections will be displayed. When coming in the store, you have the best sellers on your left which are the watches table, and the purse in front of you, around the line for the cash register. When coming in the front it’s easy to see the shoe rack displayed on the wall, with a sofa area for trying on the shoes. The first floor is very simple and elegant, in order to show the clientele what the brand really wants to show. The second floor is more packed since this is where all the accessories, the wallets and the clothes are displayed. Six tables of accessories are to the right when clients will be going up, it will give the floor a chic look with glass tables. On the wall to the right completely will be the clothing on racks, where people can easily access and not too packed, so it won’t be a harass to walk through. There is also the dressing room at the far end with sofas in front for the client’s companion to be able to sit down and wait for them without standing up and crowding the place.

MICHAEL KORS Jessica Bernard

Final Project  

Michael Kors

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