fuse mid-semester critique
TRANSCRIPT
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Erica Dodge, Katelyn Turner, Kelsey Kim, & Emily Summers
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• Our store will cater to young girls in the Manhattan area who are looking for trendy, casual, affordable clothing.
• We are concerned with meeting the needs of parents and want to provide age appropriate clothing as well.
• Fuse will allow tween/teen girls to express themselves and embrace their personal style.
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TWEENS• Demographics:
– Tween/Teen Girls– Homeland Generation
• Ages 12-15– Middle School & High School– From Middle-Middle Upper Class families
• Two parent households• Geographics:
– Manhattan, KS 66503• Behavioristics:
– Purchase regularly– Seeking status and style– Start to practice brand loyalty
• Psychographics:– Identify shopping as a hobby– More interested in material items than experiences– Motivated to ‘fit in’
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The Parents• Demographics:
– Parents of 12-15 year old girls– Gen X & Gen Y
• Ages 30-50– Suburban, married couples with children– Upper Middle - Middle Class
• Annual income around $70,000-$100,000– College-educated, white-collar professionals
• Geographics:– Manhattan, KS 66503
• Behavioristics:– Nonusers seeking age-appropriate clothing for their children
• Psychographics:– Lead comfortable, upscale lifestyles– Place a high importance on health and involvement
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Provide a similar store concept
Similar price points
More mature styles
Fast fashion
Similar price points
Availability and assortment of product
Collection of high-end exclusive labels
Celebrity collaborations
Relevant lifestyle
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• 100 Manhattan Town Center– Suite 645
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• 645 square feet• Rent: $18-21 per square foot
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• Because our store is catering to girls between the ages of 12-15, we want to focus on seasonal must haves and core basics that allow our consumer to feel comfortable, stylish, and age-appropriate.
•Inventory will consist of: knit tops, graphic tees, tanks, sweaters, denim, leggings, training bralettes, undergarments, and an assortment of fragrance and beauty products.
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• Coven Grunge• Back to School• Post Festival• Offbeat
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• Glitter Cheerleader