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A Visual Store Concept

For: Wayne McLennon
By:
Victoria Bumby
Courtney Fancy
Justine Longo
Alexandra Peronni
Maggy Rinaldo

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Background Information
Here at the address, we believe in making fashion statements an
important part of a womans day to day life. We want to provide our
customers with a unique shopping experience and offer a handpicked
selection

of

womens

wear

and

accessories.

Curated

for

the

sophisticated youthful woman, we remain on trend by delivering a

modern, classic and fun assortment of brands that can follow her from
day to night.
Target Customer
Name: Elizabeth
Age: 25-40
Average Income: $65,000+
Relationship Status: Single, Taken, Married, Divorced, kids, no
kids.
Key characteristics: Sophisticated, adventurous, quality over
quantity, fashion enthusiast, trendsetter, travels, spends her free
time with friends at yoga and Pilates, goes to the spa
Celebrity style icons: Mary Kate and Ashley Olsen, Blake
Lively, Hilary Duff, Emma Watson, Rachel Bilson
Fashion Merchandise Strategy
The focus of our boutique in the prominent Yorkville area is
higher end contemporary womens casual and career wear. As fashion
evolves and more specifically street style, we see the transition from
structured work attire, to a more relaxed interpretation of what it
means to dress for work. Women have never had as much freedom in
their wardrobe as they do now, and we want to encourage their
creativity. Our focus is brand recognition. We wanted to create a store

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that incorporates the leaders in contemporary fashions, as well as
prominent Canadian designers. As our main focus is clothing, in our
store you will find everything from a little black dress, to ripped denim.
We will also sell a small collection of handbags, pending that they
accompany one of our current clothing lines. To assist in the search for
the perfect wardrobe or even just the perfect evening outfit,
appointments can be made with a personal stylist. The Addresss main
focus is contemporary brands, with price points scattered along the
mid to high range which is fitting for the demographics surrounding our
location. Currently with our high traffic position of Avenue Road and
Bloor Street West, we are neighbors to the elite of storefronts
including: Louis Vuitton, Strellson, and Tiffany and Co, as well as The
Royal Ontario Museum. Our vision is a youthful, but wearable approach
to fashion.
Brands that we will carry include, but are not limited to: T by
Alexander Wang, Rag & Bone, Mackage, Soia & Kyo, Alice and Olivia, J
Brand, Vince, Theory, Eleven Paris, MQ By Alexander McQueen, 3.1
Phillip Lim, Isabel Marant, Helmut Lang, Rich and Skinny, Smyth, Ted
Baker, and House of Harlow 1960. These brands are more forward in
their designs, which is exactly the customer we are looking to attract.
Many of which fall under the most popular designers according to
sources like Elle Magazine and Saks Fifth Avenue.

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Our mission is to be at the top of every womans mind from the
age of 25-40 when looking to update her wardrobe.
The Visual Plan
Exterior
Signage
Keeping in context with our store brand and atmospherics, we
wanted to keep our signs to a minimum. Our store logo, the address,
is in lower case Daniel font. The main exterior store sign is a sideways
hanging sign, hanging off of detailed old-fashioned wrought iron. The
sign itself is black painted wood and is rectangular in shape with the
logo written in white. We also have a white cling decal on the front
window. Staying with this theme, our store hours sign is also a white
cling decal placed in the window right by the main entrance door. It is
strategically placed where it can be in the customers line of sight (see
Appendix E).
As a new store it is very important to initially establish our brand,
name and store identity to all potential customers and in utilizing our
stores logo (which also happens to be our store name) so we have
worked to established our image before the customers enter our store.
Outdoor Aesthetic
Our store exterior is to be the first visual aspect of our store seen
by our customers and must exemplify our contemporary, upscale vibe

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while also representing our stores location in the upscale Toronto
neighborhood near Avenue and Bloor St. West.
The inspiration for our storefront comes from maintaining our
store brand and image, which emphasizes clean, crisp lines and a
touch of vintage design elements. Keeping with this feel and also
respecting

the

boutique

vibe

given

through

the

surrounding

neighborhood bordering our store on Avenue Road we have decided

upon the following design elements to make up our storefront.
Our Overall inspiration for our storefront comes from Oak and
Forts storefront located in Toronto. Overall we want to emphasize the
large windows, which create an open and inviting vibe for our
customers, as well as the classic lines shown through the thick black
outlines on the windowpanes (see Appendix C). We want to keep our
storefront clean, simple and inviting while drawing the eye to the thick
black window trimming as well as the large double doors. We can
utilize these windows to display our stores designer products on our
mannequins and will also display our stores logo by placing vinyl clings
to reinforce our stores name and brand.
Window Displays
In keeping with our focus on clean, contemporary, updated
vintage inspired dcor we have decided to take this look and
emphasize it through our window displays. Window displays are
supposed to speak and inspire our potential customers and make her

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feel as though this is her store. In order to inspire this feeling
amongst our customers we look to keep the emphasis on our
minimalist approach to merchandising. In our front windows we want to
draw in our target customer by posting classic black and white lifestyle graphics to give our customers a great visual impression of our
stores brand and products and what they may potentially look like on
her (shown in Appendix C/D). In order to address that vintage vibe that
we are trying to convey throughout our store we look to place vintage
luxury props.
In the case of this particular window display, which will be our
stores first window display, we are going to utilize vintage Louis Vuitton
suitcase to establish both a luxurious designer vibe but also maintain
our vintage inspired dcor. We will also utilize other props within our
window displays such as vases and non-working chandeliers to add to
the contemporary vibe of our store. To light our displays we will utilize
halogen spotlight lamps that will be on a track and be crossed as to cut
out harsh shadows within our front windows. Overall our windows look
to remain current, and emphasize our stores message, logo and
lifestyle to all of our customers.
Interior
Signage
Inside our store, we have our store policy placed at the cash desk
in a standing 8x10 vintage black wooden frame. The policy is written

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in black on white.

Behind the cash desk on the wall is a large

dimensional sign. Similar to the exterior store sign, the cash desk sign
is comprised of black painted wood in with the store logo written in
white font.
Our coffee bar menu is written on a frameless hanging canvas
sign, which is painted in chalkboard painted. The menu is written in
chalk, which can be adjusted easily depending on new seasons or new
menu offerings.
As we carry a select assortment of denim, our denim wall
features small signs to help the customer better find the denim brand
they are looking for. The brand logos are each placed in a small clear
standing 4x6 frame on the shelves above the appropriate brand (see
Appendix E for inside and outside signage).
Throughout the rest of the store, we have clearly marked exit
signs near the front and back entrances and exits.

To maintain our

store image, we chose not to have signs in our fitting rooms to keep it
simple. We also have our business cards in a placeholder at the cash
desk, and our store logo is printed on every receipt to further promote
our brand.
Atmospherics
We want our stores atmospherics to reflect our customers
tastes

and

environment.

therefore

provide

them

with

pleasant

shopping

Our store combines a modern and vintage feel, and

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gives off a simple and minimalist yet classic vibe. By having natural
lighting in our store, it sets a mood that makes our customer feel
comfortable while shopping with us. It also allows for our customers to
get the best possible depiction of the product they are considering. We
use Warm Vanilla Sugar Room Perfume by Bath & Body Works, which
we spray twice a day throughout the store, to give off a light vanilla
scent. This scent not only smells great, but also promotes a feeling of
calmness, as vanilla has been known to be one of several calming
scents on the market. In terms of music, we play a mixture of alt-pop,
indie pop and slow electronic music, specifically Blogged 50 playlists
that are available on Songza. We dont want our music to contain too
many lyrics as our sales associates will be listening to the music on
repeat, and we dont want an overuse of lyrics to distract the customer.
One of the most exciting features about the address is that we
offer a coffee bar and comfortable lounge area for the personal
enjoyment of our customers.

The coffee bar serves espressos,

Americanos, cappuccinos, lattes, and a selection of hot teas. We also

offer biscotti, cookies and croissants as a light snack for our customers
to enjoy during their shopping experience. Our lounge area holds 2
couches, 2 lounge chairs and 1 large coffee table with a selection of
magazines for the customers reading pleasure (see Appendix F).
We also provide each of our customers with a personalized
shopping experience.

We even designate our larger fitting room to

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those customers who want extra assistance, where sales associates
can bring them an assortment of merchandise to look at.

Private

shopping appointments are also available and can be booked prior to

shopping with us.
Store Layout
Simplicity is the key to our layout and floor plan. As the brands
that we carry are fresh and fashion forward, we wanted to emulate that
into the surrounding area. The total size of the store is 2100 square
feet. The square footage breaks down into 1500 square feet selling
floor, 300 square feet for fitting rooms, and 300 square feet designated
to storage and back of house.
Entering the storefront on Avenue Road, dual glass French doors
are the only items standing between you and the latest designer
fashions. As you enter the stores Rosedale real-estate we have
strategically placed our latest and greatest pieces on the new arrivals
table, accompanied by a fashion editorial of 3 mannequins directly
behind wearing the key pieces or looks of the season (see Appendix G
for store layout). As we know according to Paco Underhill, the customer
usually veers to the right of the store when shopping. This is where we
continue to display the newest arrivals organized by brand and
collection. Brands whose collections feature similar colour ways are
blocked together. For example, Vince and Theory are merchandised
together because they both focus on a more neutral and versatile

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palette. All merchandise along the right hand sidewall is dedicated to
new arrivals. Three walls extend perpendicular from the store
perimeter that allow hanging merchandise on both sides, creating what
seems like separate boutiques within our boutique. This allows the
shopper ease of access to shop her favorite brands.
The tables within the store are used to hold merchandise that
does not typically wrinkle easily. Chunky knits for fall/winter, and shorts
and t-shirts for summer are examples of items that would be displayed.
Our overall store layout is based off a minimalist approach to the
soft aisle floor plan. The main shopping focus is the walls, with a few
tables laid out in a way that compliments the area. Walls are the most
important area, and are where the majority of our merchandise is
positioned. This makes the walls a destination point.
As the customer continues on her journey, the center of the store
is designated to comfort. We provide a lounge area for her to enjoy a
well-deserved coffee, or for her trusty shopping companion to relax
while she shops. This is a definite focal area of the store that adds to
the overall atmosphere, as the largest chandelier in the center of the
store hangs overhead (see Appendix K).
Directly along the very back of the store is where the fitting
rooms are situated. Four out of the 5 rooms are approximately 50
square feet each, giving the client ease of movement. The fifth fitting
room is designated either as the VIP fitting room, or is also large

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enough to be used for universal access. This largest room is
approximately 100 square feet. Each standard fitting room consists of
a floor length mirror and bench. Three cast iron hooks are placed on
the left hand side of the wall to hang merchandise. In VIP fitting room
contain a chaise, six cast iron hooks, and a tri fold floor length mirror.
The transactional process takes place on the left hand wall of the
store and is located directly in the middle; this is another focal point
that supports our brand image. The cash desk has a back counter for
folding and is where extra supplies are housed, such as: garment bags
and register rolls, as well as a coffee/hot drink maker. There is about 3
feet of working space between the back desk and the front desk where
the registers are located. In total the length of the transactional desk is
20ft. This allows for 2 registers and optimal space, so that the allure of
luxury is present even when the client is on their way out.
Colours and Materials
For the flooring in our boutique, we are going to be using maple
hardwood flooring. This specific type of wood is very clean and smooth,
and doesnt look grainy, as other types of hardwood flooring may (as
seen in Appendix H). A dark hue of the hardwood will be used as it
creates a nice contrast between the light walls and the flooring. Its
easier to clean, fairly low maintenance and will hide dirt easier. If we
decide to change dcor, a darker shade will be easier to match with
new colors. We are keeping the overall effect of the boutique elegant

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by balancing the lighter walls with the darker flooring. The accents of
the store such as the wooden denim wall will be lighter shades of
wood, to keep the accents standing out and creating an overall balance
of color in the store.
The materials we will be using for the walls and ceiling of the
store will be regular drywall (as shown in Appendix H). Drywall is fast
to install, a cheaper alternative to plaster and is easily repaired. It also
creates more flexibility in terms of design, as both paint and wallpaper
can be used with drywall. If we wanted to renovate or change paint
color or create an accent wall, this will be possible with drywall. For the
wall and ceiling color scheme, we decided to go with a simple neutral.
For the walls we will be using Cape May Cobblestone from Benjamin
Moore. It is a light, classic elegant grey that is simple but different from
traditional white. With simple colored walls, it will create more of
attention being drawn to the store merchandise. For the ceiling we will
be using a rich, deep and luxurious shade of grey called Kendall
Charcoal also from Benjamin Moore. It creates a nice accent, as well
as the illusion of the room being bigger than it actually is, and has the
same effect as an accent wall.
Walls: Types & Fixtures
As we will be carrying an assortment of denim merchandise, we
will be placing a wooden denim wall fixture at the back left-hand side
of the store (see Appendix I). It will be made of lighter wood shelving to

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contrast with the dark wood flooring, and will be assorted by size, style
and denim brand. It will be cleaner; as it will keep denim all in one
place and make it easier for customers to shop.
For the walls, we will be using Store Garment Racks that will be
nailed into the wall (see appendix I). We will have two racks, with one
on top of the other, the bottom one being kept 3 inches above the
floor. These types of racks go out with our minimalistic approach to our
store design, make it easier for customers to shop and create a look of
formal balance. It will also be easier to merchandise, color coordinate
and highlight and display selected garments. With the racks being on
the walls, it is very space effective and makes the store easily
accessible as well easy for people to navigate with baby strollers or
wheelchairs.
One portion of the right hand side of the wall in the store will
have a cube wall fixture (see appendix I). This will be dedicated for
showcasing handbags and accessories. As we will have our denim wall
on the other side of the store at the back area, another fixture will keep
the look of the store consistent.

The cubes will be put together

creatively to be visually appealing, eye catching and attractive. As they

will be placed at the back of the store near the change rooms, it will be
easy to upsell accessories and handbags with outfits, as they will be
accessible to customers. The overall dcor will be kept to a minimum
to ensure a minimal, simple and elegant vibe. The color scheme will be

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simple, with sharp contrasts between walls, wooden fixtures and
hardwood floors.
Fixtures
Lighting
Lighting is one of the most important visual elements to consider
when

implementing

and

designing

store

concept.

When

lit

appropriately, sales will be increased and the store brand is enhanced

as well as maintained. In considering which lights to use in our
boutique, we have to first consider our stores brand image. The
Address is a store that looks to bring an elegant and contemporary
shopping experience to a young career orientated women.
In following our brand image we look to choose lighting options
that will provide the best color rendition available to feature our
luxurious

garments,

and

also

look

to

establish

fashionable

atmosphere in our store by featuring decorative lighting in the form of

statement chandeliers (see Appendix J for all light sources).
LED track lighting will be the main lighting source in our store.
LED lights will offer an elegant and contemporary vibe in our boutique.
The track system will run along the parameter of the stores walls and
will be positioned 6-8 feet away from our wall displays, giving off
optimal lighting on each wall. We will also feature this lighting within
our fitting room and task area, to keep the aesthetics and vibe
cohesive. LEDs will provide the guest with the optimal lighting source

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in which to truly see the fit, colour and texture of our garments. We will
also angle (crisscross) our LED lamps on the track within the fitting
room to cancel out any harsh shadows.
The track lighting system will utilize LED General Electrics LED
Par lamps as this source of light provides great colour rendition and is
also energy efficient. General Electric is also the creator of the LED
lamp and as such provides one of the best LED lighting products on the
market (Lighting). It is most important for our stores image to utilize
the very best lighting source to establish the crisp, clean and
contemporary vibe we are looking to convey to our guests. LEDs are
known to have a long lifespan and will usually last close to 100,000
hours (Lighting). Although the initial upfront cost is generally higher for
LEDs than traditional lighting sources, the overall energy and
maintenance savings offered is well worth the cost.
Besides our ambient light source, we also want to provide a
decorative lighting element to keep the brand image unified. To keep
the contemporary feel to our store, we will three place statement
chandeliers down the center of our store ceiling.

These statement

chandeliers again emphasize our modern and contemporary brand

image. In keeping a clean and elegant brand, we will showcase the
same chandelier as a receptive decorative element. These chandeliers
will also work to direct customers to our central seating area, as they
will hang over this area in our store.

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Mannequins and Props
All mannequins used in the store will be Dress Form Mannequins,
both in seamstress and store display models (see Appendix D). These
types of mannequins are simple with no detail, creating a strong focus
on the items being displayed. They are inexpensive compared to other
types of mannequins, they are easy to dress and are less fragile than
other mannequins. Theyre extremely low maintenance and easy to
store. As our boutique has a minimalistic approach, a simple and
minimal mannequin is what is needed to display the merchandise as to
not draw customers away from the items being displayed. As our store
will not be carrying shoes, its best to have legless mannequins. They
will have a metal stand, as glass is more fragile and less sturdy. We will
be using mannequins in our window displays as well as in the in-store
editorial displaying the newest merchandise.
Our props for the store will be minimal and simple as well. Most
props will be used in store windows for seasonal displays as well as in
the store interior. For example: Christmas decorations. These will be
used to emphasize store promotions or seasonal merchandise such as
holiday dresses. The color scheme will be simple, nothing too detailed
as up-keeping our minimal vibe. Props will be kept to a minimum while
incorporating creative displays, such as window decals for the store
window displays. Outside the front entrance of the store, we will have
pre-potted faux topiary to give it a unique look and drawing attention

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to the store entrance (see Appendix D). This will give it a more
grandeur look and appeal to high-end clientele.
We feel with these components and merchandising strategies we
could provide the Elizabeths of Toronto with an exceptional shopping
experience unlike any other.