TABLE OF CONTENTS .
DESCRIPTION OF THE AREA
SOURCE OF INSPIRATION
The target market is teenage girls from the age of 15 to 24. Mostly, girls who live in California, around Santa Monica. The boutique will also be attracting tourists since it is near Third Street Promenade where all the shopping is usually done and also a lot of popular attractions. UCLA is close to the store, which will be attracting young teenagers looking for good quality clothing at an affordable price. The targeted market are people who are more modern hipster, who like to have comfortable clothing for the beach, to hang out with friends, go out and every day wear. They like to have the newest trends, by still paying a reasonable amount of money.
GEOGRAPHIC The store will be located at 520 Wilshire Blvd, Santa Monica, CA. The area of Santa Monica is 41.18kmÂ˛ and the population was estimated at 90,377 in 2011.
The store will be targeting teenage girls from the age of 15 to 24, who are either in school or starting their career. Their income isnâ€™t very high since they have a part-time job because of school or either because they are starting a new job. This is why they will want affordable clothing.
The interests for these girls are fashion, going to the beach, hanging out with friends. They like to go to bonfires on the beach on the weekend, go have drinks, surfing, blogging, photography and going to concerts. They love listening to music; it can be from indie and soft rock to the top 40 hits playing on the radio.
The store will be having visits from both loyal customers and tourists, even though Santa Monica is very touristic, a lot of people still live there, including the students of UCLA who will be living around the area.
The Verona is a 48,436 square-foot building located in the heart of Santa Monica on the Wilshire Blvd. The building is located three blocks from the famous Third Street Promenade and the Santa Monica Place mall. The boutique will be located at 520 Wilshire Blvd, in the Verona. There are a lot of offices in the building however, the boutique is in a retail type of property, located at the bottom right, that can easily be entered from the street. The price for this property is 4,100$ per month.
DESCRIPTION OF AREA
Around the Wilshire Blvd are numerous things such as UCLA, Rodeo Drive, Wilshire Theater, Petersen Automotive Museum, Hancock Park, Los Angeles County Museum of Art, La Brea Tar Pits, George C. Page Museum, Wiltern Theatre, and MacArthur Park. The shop will also be located 1.2 Miles from the Santa Monica Pier, and the beach which is visited by lots and lots of tourists every day. And it is also located 0.5 Miles from the Third Street Promenade, one of the most popular streets in Santa Monica.
The theme fo the store will be inspired by Brandy Melville and Urban Outfiters. The store will have a beachy and surfer look to it, with wood inside of the store. Mannequins will be placed in front to display the new collections and the store inside will be wellorganized. Clothing will be placed by garment type and also by looks and new arrivals. The vision of the store is to have a beachy look to it and to make the clients want to come in to the store.
SOURCE OF INSPIRATION My source of inspiration for this boutique was Ivy from the show 90210. She is a young teenager who goes to high school and loves hanging out with friends. During the show you can see she has her own hipster kind of look. She often wears beach wear since the show takes place in California, the same place where the boutique will be opened. Her look can always go from very dark to very pastel colors at the beach. Her character in the show pretty much resembles the target market for Beachy Hills. She likes to go surfing, hanging out with friends, going to concerts, going to bonfires and going to the beach during the day or the night. Throughout the whole series she is always fashionable, from a night out to a simple day at the beach.
The collection for Beachy Wear will have a lot of variety. The garments will have shorts, maxi skirts, tanks, brand shoes, baithing suits, shirts, jeans and accessories. The colletion is for summer wear since this is in California but will also have jean or leather jackets for autumn/winter. This is a very hispter and rocky look but also some lighter colors to wear at the beach. The store will have designer shoes such as Converse and Doc Martens and will also have known brands for the accessories such as Vans for the hats. The collection will be good products at an affordable price to suit our main target market.
530 WILSHIRE BOULEVARD SANTA MONICA, CA 310-892-3101
$29,99 TANK TOP
HANGER BEACHY HILLS
WINDOW DISPLAY DESCRIPTION Beachy Hills is a young fashion boutique located in the heart of Santa Monica in the building of the popular Verona on Wilshire Blvd. The design and concept of the store will be young and fun. Keeping looks fresh and up to date with fashion. Since the store will be holding clothing that are from classy to everyday comfortable clothes, the storeâ€™s image wonâ€™t be too chic. It will be inspired from the two famous modern hipster stores Brandy Melville and Urban Outfitters that will give the store a beach and relax theme. The front is a simple two-door entrance with 2 different windows displaying a new collection. The windows have the store name on them to brand the outside, and the background is a simple white/grey to keep it simple and light. The vision is to attract the attention of young teenage girls between the age of 15 to 24. A relaxing ambiance where people will feel comfortable and feel at the right place, playing the newest hits as well as indie soft rock for our target market. The collections will always have simple little dresses, high-waisted shorts, peplum black hats and more.
FLOOR PLANS DESCRIPTION When coming in to the store, you will have few tables with the new collections which is watch will catch our clients attention right when they walk in, with the nicest clothes in the store. On the wall, racks will be hanging will also the newest collections to be able to have a good view at them. Around the line up for the cash register, there will be small tables with small accessories such as nail polish, make up, hair accessories, hats, socks and more for when clients will be waiting in line it will go faster and attract their attention. The elevators to get upstairs are at the front of the store on your right. Upstairs, you will have the dressing room on the left corner which sofas in front, where the people who accompanies our clients will be able to sit down and wait for them. On the left bottom corner will be the racks will all the sales from previous collections, on the top right will be tables with accessories and at the bottom right will be bathing suits. The placement of everything is pretty much often constant in every store, to get the attention of your customers at the right time and moment. The direction of everything will give the clients a good view at everything at the same time for them to be able to know where is what they are looking for, without having to search forever.
This is Section A of my project. Jessica Bernard. March 14.