simplici tee
TRANSCRIPT
SimpliciTEE:100% Organic Cotton T Shirts and Basics
Kelli Brogdon, Sandra Cuellar, Vanessa Giron & Jennifer Vaquiz
SimpliciTEETeam 4Mation chose to build a store featuring a
merchandise lineof 100% organic cotton t-shirts and basics in Dallas, TX.
The store name, SimpliciTEE, reflects Team 4Mation’sgoal of portraying a brand image that is simple, organic
andback to basics to a potential client.
SimpliciTEE intends to be true to nature by backing a socially responsible brand image as well as merchandisethat is sustainable and eco-friendly.
Target Market Gender: Female
Age Range: 25-40
Education: College student or graduate
Lifestyle: Lives a casual, yet active lifestyle with an emphasis placed on leisure and weekend activities
Occupation: Students, or any professional position during the week that allows for casual clothing and basics during the
weekend
Income: 25K+
There are an estimated 2,368,139 people in Dallas County as of 2010, and 50.6% of them are women. 20% of them have college degrees and the average per-capita income is $26,185 per year
(U.S. Census Bureau, 2010).
This logo was designed to present the store’s name as well as a representation of what type of products the store carries. The color and bamboo depicts the
store’s theme. The “simplici” describes how simplistic and basic are items in the store and “tee”
describes the basic t-shirts that everyone would need.
Store Logo
Description of Merchandise
organic
basic
Eco-friendly
flowy
pretty
softnatural
feminine
sustainable
comfortable
cotton
denim
khaki
leisurely
responsible
green
Atmospherics The plants and natural resources used for the recycled hardwood
flooring, wooden furniture and bordered mirrors promote the sustainability and environmental responsibility of the SimpliciTEE brand.
The green color palate chosen for the store walls represent the eco-friendly brand image while the accent wall and small accent colors add a fun, vibrant variation.
Calm earth tones and soft textures are incorporated in fabrics for seating cushions, pillows and curtains to reflect the gentle lines and natural materials of the merchandise.
Accent lighting is placed strategically throughout the store to accompany the energy efficient overhead lighting. The large textured windows also allow for a complement of natural lighting.
An open, comfortable seating area is featured in the store to allow for guests to relax and enjoy their shopping experience at SimpliciTEE.
Atmospherics
Conversational Signs
This conversational sign is to be placed by
the comfort yoga pants and comfy,
baggy tops to influence the essence of being comfortable. Everyone loves their
comfort days and there- fore this sign portrays the love of comfort, while going
green and feeling good about it.
Conversational Signs
This conversational sign will be placed near the
store’s most fashionable items of the season, the latest trends. “Green is
the new Black,” is intended for customers to think that
not only can we make a difference in our society
but be trendy while doing so. Therefore it is used to
tempt the customer to purchase the latest trend.
FixturesTwo Way Fixture Four Way Fixture
(4) Two and (8) four way fixtures will be presented in an informal andnon-linear pattern throughout the store. These fixtures will facilitate
merchandise presentation by housing new arrivals and current trends. The light color of the wood on the fixtures fits in with
SimpliciTEE’s natural and organic image.
A B
Fixtures“H ” Fixture Shelving Unit
(2) “H ” Fixtures and (2) Shelving Units will also be presented through outSimpliciTEE’s free flow store layout. They will serve a great presentation
for merchandise because basics are displayed very well when folded. The fixtures are made of a light colored wood, which fits in with the organic aesthetic at SimpliciTEE.
C DC
FixturesWall Shelving Wooden Crates
(5) Wall shelving units will be scattered throughout the perimeter of the storeWhile (5) wooden crates will serve as focal points for clothing being displayed
in behind the display windows. The organic look of the wood is in line with the image of nature at SimpliciTEE.
E FE FF
FixturesRound Racks
(3) Steel round racks will be used near the back of the store to househanging marked down clothing. The steel fixtures will serve to
differentiate mark downs from regular priced merchandise which willbe displayed on wooden fixtures.
GGG
A
B
C
D
E
F
G
Floor Plan
CLEARANCE
Lighting
SimpliciTEE will be utilizing three types of lighting throughout the
store:-Ambient Fluorescent lighting
-Accent lightingand
-Priority lighting
LightingAmbient Fluorescent lighting will be used to give merchandise great color rendition and keep a lighting balance through outthe store. (20) Quorum Fluorescent light strips in a cream finishwere chosen for the Energy Star rating.
Accent lighting will consist of incandescent recessed lighting fixtures to help add atmospheric focus and emphasis on certainareas throughout the store, such as trend fixtures or new arrivalson the wall elevations. (10) Incandescent Line Voltage Adjustable Eyeball with a 30 degree tilt, in a cream finish were chosen for theEnergy Star rating.
Priority lighting will be used as well. (3) of these three light,flush mount ceiling fixtures will be used to highlight window displays as well as the check out.
Lighting Plan
Wall Elevation The straight arm and waterfall face-outs are used
to draw attention to the featured garments The tops are merchandised above the bottoms to
simulate a full outfit Opinion leader, Emma Watson, is featured in the
wall graphic to influence shoppers with celebrity promotion of the product. Her outfit also corresponds with the surrounding merchandise
Display tables for pants and display benches for shoes are used to have these products available at a convenient level for customers
Wall Elevation
Waterfall face-out
Pants display table
Str
aig
ht
arm
fa
ce-o
ut
Stra
igh
t arm
fa
ce-o
ut
Waterfall face-outs
Celebrity Graphic
Pants display table
Shoe display benches
Sketch of Window Display Concept 1:
Element of Design, Shape and Form
Team 4Mation decided to createa window display revolving aroundThe elements of design: shape and
form. The shape chosen was a squareand the form chosen was a cube.
These elements were continuously used
throughout the display window through
the wall covering, props as well as thegarments.Props used included:
(7) Boxes, cubes, (2) Cubed baskets, (2) Signs, Store and Team Name, (1) Bamboo
Plant(1) Mannequin
Types of Merchandise used:(1) ¾ Length sleeve T shirt, (2) Tank Tops for
layering(1) Floral Scarf, (1) Pair of Blue Jeans, (6)
Rolled T shirts,(1) Pair of TOMS, (2) Necklaces
Sketch of Window Display Concept 2:
Nautical Trend
Team 4Mation is planning to createa window display revolving around
the Fall 2012 Nautical Fashion. Team 4Mation and SimpliciTEE will
portrayNautical fashion through the use of
the colorsOlympian Blue, Honey Gold and
Tangerine Tango, as well as stripes, anchors and various
nautical images.Props that will be used include:(1) Box, cube, (1) Trifold picture frame ,
(2) Signs, Store and Team Name, (1) Anchor (3) Mannequins
Types of Merchandise to be used:(2) T shirts, long or short sleeved (1) Pair of
Blue Jeans, (1) Skirt, (1) Dress, (1) Pair of TOMS, (2) Necklaces
Nautical Trend Board
Mannequins
Headless Abstract