1. SPARROWby: elle

2. o Location: Dallas, TX (Uptown)o Store Name: Sparrowo The idea behind the name Sparrow isthat it symbolizes being free andtimeless 3. Sparrow Customer Profileo Dallas population - 1,299,543 ("About the city of Dallas," 2012)o 9th largest city ("About the city of Dallas," 2012)o Dallas is a leading business city - In 2010, 24businesses were named Fortune 500 companies("About the city of Dallas," 2012)o Uptown has a unique mix of lifestyle, luxury,shopping, amenities and conveniences ("Things arelooking," 2009)- About the city of dallas, texas. (2012). Retrieved fromhttp://www.visitdallas.com/visitors/about_dallas/dallas_today/- Things are looking uptown. (2009). Retrieved fromhttp://www.uptowndallas.net/About.aspx 4. Sparrow Customer Profileo Sparrow is geared towards women -- Age: 25 40- Education: College educated- Income: $40,000+- Occupation: Retail managers, buyers, stylist andPR- Lifestyle: Free spirited, fashionable, savvy, urban 5. SPARROWS MISSION STATEMENTTO KEEP EVERY WOMAN FREE & FABULOUS 6. ATMOSPHERICSo An antique gilted couch willbe place in the center of thestore for customers to sit andsip on champagne. Flipthough our cataloges andmagazines. Or to simply enjoythemselves.o The lounge area will providecomfort to the customers andmake them feel at home 7. ATMOSPHERICSo A Chester chair will addmore seating to the loungeareao Again, customers can sitand enjoy their shoppingexperience, drinkchampage, chat or lookthough Sparrows catalog 8. ATMOSPHERICSo Club Ottoman will be placedalong with the couch andChester chair in the centerof the storeo The ottoman makes theenvironment more homeyand invitingo Current catalogs andmagazines will the place onthe ottoman 9. ATMOSPHERICSo There will be 3 fittingroomso Each with a mirror, sitting chairand proper lightingo They will be accessible tothe customerso Will be visible to the employeesno matter where they are in thestoreo Large enough spaces tomaneuver around withoutfeeling crammed 10. Signing around the boutique will be kept simple and girly. Every sign will be easy to read and framed. The framed Sparrow sign is written in a fabulous and carefree SIGNINGscript.o Signing around theboutique will be kept simple and girly. Everysign will be easy to readand framed. The framedSparrow sign is writtenin a fabulous andcarefree script. 11. SIGNINGo Sale signs around the storewill also be framedo Framing every sign keepsthe boutique feeling elegantand upscale, which flowswell with the upscalemerchandise being sold. 12. FIXTURESA variety of roundtables will be usedthroughout thestore.o Basicso New Merchandiseo Saleo Housewares 13. FIXTURESWood gondolas are usedthroughout the store to display newmerchandise, folded merchandiseas well keep Housewaresorganized.A curved cash wrap breaks up themonotonous square shape of thestore. It brings in a rustic element aswell. 14. FIXTURESJewelry stands will be placed onboth the tables located in the frontof the store as well as on the saletable. This will keep the jewelryorganized and easily accessible When you enter Sparrow on both sides will be shelving that houses accessories. Underneath the shelves are bars that hold the merchandise. There is also shelving and bars in the back of the store which hold sale items. 15. FIXTURESAs side from a gondola;Housewares also has a tablewhich allows for a variety ofitems to be displayedThe most shelving is located in theback of the store this holds all of thehousewares items. 16. LIGHTINGSparrow mainly uses recessed lightingas its main source of lighting. 17. LIGHTINGTrack lighting is used over thecash wrap, for the (2) displaywindows, and to highlightmerchandise on the shelves. 18. LIGHTINGThe lounge area will be lit by adelicate chandelier. There is only onelocated in the store. Pendant lighting will be in all (3) of Sparrows fitting rooms. 19. MANNEQUINSo Due to the fact that Sparrow is anelegant, ladylike, one-of-a-kind,high-end boutique - instead of aupscale chain store, a morefeminine and soft body formbetter suits the boutique.o 3-4 mannequins will be usedaround the boutique at any giventime. The mannequins will displaynew merchandise brought in byfeatured designers selected bythe owners. 20. WALL ELEVATIONWall Elevation: This is an example of Sparrows new merchandise wall. It will featurenew collections and accessoriesfrom our featured designer of themonth, as well as coordinating lifestyle graphics.