Meghann Spagna

Store Planning

December 13, 2010

Table of contents

Page 1: Interior description

Page 2: Exterior description

Page 3: Location description

Page 4: Customer profile

Page 5: Business card

Page 6: Marketing costs and strategy

Page 7: Marketing flyer

Page 8: Store Mood collage

Page 9: Merchandise

Page 10: Fixtures

Page 11: Plannogram

Page 12: Colored floor plan

Page 12: Cash wrap

Page 13: Fitting rooms

Page 14: Side wall

Page 15: Entrance/ Exit

Page 16: Top of store view

Page 17: Interior of store view

Page 18: Materials used

Page 19: Total cost breakdown

Interior description

The interior description of Exclusive is very different than other stores that sell similar

products, which is really what helps the store stand out more than it’s competitors. The brick

walls are inspired by a lot of the brick buildings and homes that you see in Brooklyn which helps

to create the urban vibe that the store is all about. The dark wood flooring is an added classical

touch that one generally finds in a lot of the homes in the area as well. The sleek shelving and

face outs help the customer to best view and shop the product. The overall general feeling that

one gets when the walk through the doors of Exclusive to shop is that they are in up-beat trendy

shopping environment that makes them feel as if there right at home!

Exterior description

The exterior of the store is going to be very simple considering the store is lo-

cated inside the Kings Plaza mall. The front of the store is going to be the same brick

walls that are within the stores with straight front windows so that the mannequins

in the window can be easily viewed. The Name of the store will be centered over the

doors which will be constructed out of steel, to help carry the masculine feeling of the

store from the outside to inside.

Location description

The ideal placement For the Exclusive boutique would be in the Kings Plaza mall in Brooklyn, New

York. Kings plaza is located at the intersection of Flatbush Avenue and Avenue U. Kings Plaza features more

than 150 stores and eateries. Brooklyn is the ideal location for my store because Over 2.5 million people call

Brooklyn home and one out of every seven Americans can trace their roots back to Brooklyn. Brooklyn is

very rich in cultural diversity and has often been referred to as a ”melting pot” where immigrants have long

found their start in the United States. Many famous Rappers were born in Brooklyn such as Bigge smalls,

Fabulous, and Jay Z just to name a few, which is why having Exclusive located in Brooklyn is important

because if we could have the next up and coming rapper wearing our clothes soon everyone else would want

to wear them too!

Customer profile

The customer that shops at Exclusive is a young male between the ages of 18 to 30, has ei-

ther a high school education, some college, or almost done working on their college degree. His in-

come ranges from about $25,000 to $75,000. The Exclusive customer either lives in Brooklyn, New

York or any of the boroughs outside of the city. His hobbies include spending time with his friends

whether it be going out after work for a few drinks, or hitting up a house party on the weekends to

working on getting his music career up and running. He prefers his daytime style to be simple and

somewhat effortless but yet current with the trends.

Business card

Marketing costs and strategy

$1,200 on promotional flyers

$2,500 on magazine advertisements

$1,000 on giveaways

$1,000 on paid models

Total of $5,700 on marketing.

The strategy for marketing for the Exclusive store is mainly depending on the free give

aways. We feel that getting local and already famous music artists in our clothes and having

them photographed in them will give us a huge advantage. Hoping that this will get us some

recognition we are also relying upon magazine advertisements in popular urban magazines

to bring us some attention. We also intend on having paid models, wearing the Exclusive

brand walking around the streets of Brooklyn and the mall handing out flyers will get us

some recognition as well.

Marketing flyer

Store mood collage

Merchandise

Fixtures

Plannogram

Colored floor plan

Cash wrap

Entrance/ Exit

Top view

Interior view

Materials used

Total cost breakdown

Expense’s to build out the store

Brick walls $15,000

Bathroom fixtures $5,000

Shelving in the stock room $1,000

Office equipment $2,000

Fixtures for the floor $2,000

Wood Flooring $10,000

Fabric for the drapes $500

Cost to build the cash wrap $1,500

Cash register $1,000

The total cost to build the Exclusive store will cost $38,000.