Belle-Mariee Report Final2

Belle Mariée

FMPC 5006 Visual Merchandising

December 14, 2015

Lindsey Allen

Camila Ambrosio

Nyssa Lawson

Courtney Mcdonnell

Rhian Mulligan

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Table of Contents Target Customer 2

Fashion Merchandise Strategy 3

Store Brand Image & Props 4

Store Brand Name 5

Store Exterior 6

Planogram 7

Store Interior 8

Colours and Materials 9

Fixtures 10

Walls 12

Lighting 13

Signs 15

Front Window Display 16

Interior Editorial Display 17

Mannequins 18

Bibliography 19  

All layouts and displays done by Camila Ambrosio

Report done by Lindsey Allen, Courtney Mcdonnell & Nyssa Lawson

PowerPoint done by Rhian Mulligan

Research and Ideas done by all group members

2 Target Shopper Yorkville Borough

Target Customer  Belle Mariée’s target customer is women between ages 18-55 who are getting married,

re-married, or renewing their wedding vows and looking for a luxury wedding gown. She will be an affluent, upper class lady with incomes ranging from $100,000+, most likely a working professional or in upper management. Due to our higher price point, the store location will be located in prestigious Yorkville borough of Toronto, notorious for luxury boutiques and elite status. This will be a destination wedding dress shopping experience, attracting brides-to-be from all over Ontario.

On the weekend the Belle Mariée customer enjoys shopping the streets of Yorkville, Bloor or at Yorkdale Mall and in the evenings she enjoys dining at La Société or Canoe with her fiancé. She is a driven, high-achieving, fashion-forward individual who knows what she wants and is looking to make a statement with her high-end wedding gown.  

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Fashion Merchandise Strategy The store will sell wedding dresses from the following higher end designers: Elie Saab,

Amsale, Lazaro, Reem Acra, Tony Ward, Bliss Monique Lhuillier, and Vera Wang. We believe this is a wide enough variety of designers to choose from, offering different designs at prices ranging from $30,000-20,000+. Veils, belts, headpieces, and jewelry including bracelets, earrings, and necklaces will also be available to provide the customer a full array of bridal accessories.

4

Store Brand Image & Props Belle Mariée will embody the feeling of a soft, romantic, calming environment. In order

to achieve this, our interior will be a cozy, stylized layout to convey luxury featuring chandeliers, vanilla-scented candles, white and dusty-pink roses, white fur carpets, and light pink couches. The formal balance within the store and in the window display will convey a pleasing, organized layout and add to the minimal sophistication of the store atmosphere.

5

Store Brand Name The name Belle Mariée meaning “beautiful bride” in French was chosen as our

store name. We thought it was an elegant yet simple name that celebrates the importance of the bride. As it is in French, and France is synonymous with fashion-forward luxury trends, we liked how it alluded to that status. It is also an easy name for clients to recall increasing brand recognition. The name and logo will be presented in rose gold because it is a feminine, classic colour that has a timeless and lavish appearance to it.

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Store Exterior For the exterior signs, our name Belle Mairée and logo, all in rose gold, will be to the

right of the door. The building will be painted an off white, aligning with our interior colour scheme and will have one large feature window with a display to the left of the entrance.

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Planogram

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Store Interior Our boutique will be 1,3002 Ft of selling space. The inside store will feature a soft

aisle layout with considerable room for ease of movement and higher visibility of the dresses. The focal areas will be our fashion editorial at the front of the store, and the fitting room area where our clients and their guests will be trying on and viewing the gowns. Since both fitting rooms are quite large to accommodate all dress sizes, they will both have universal access. The fitting room area is where guests will spend the most amount of time, so extra attention to detail will be paid in terms of décor; flowers, tables for guests to rest complimentary champagne, candles, and a large mirrors for bride to see herself from every angle will be present.

Our storage area in the back will be relatively small at 2002 Ft, as the sample sizes on the floor will be the only dress in that style unless a bride requests a different size or style which we could then order in. The restrooms will be located near the near the rear of the store and it will be handicap accessible.

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Heavenly Pink (Pantone 12-1305 TCX)   Whisper White (Pantone 11-0701 TCX)  

Colours and Materials Since we are a bridal boutique, we wanted out colour palette to be soft and something that

would not clash or take away from the white dresses. Therefore the colour palette will be pastel colour groupings featuring off white walls, rose gold and soft pink accent colours throughout. The accent wall behind the cash point will be Heavenly Pink (Pantone 12-1305 TCX) wallpaper as well as leather couches in fitting room area. The store walls will be Whisper White (Pantone 11-0701 TCX). The signage in rose gold. Floors will be Bleached White hardwood flooring, and the ceiling will be white damask for added texture.

White Bleached Hardwood Floors  

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Fixtures Belle Mariée’s fixtures will be custom display fixtures built into the walls in white wood

with crown molding to showcase the dresses. There will be four, 2-section fixtures on the right of the store and one 3-section fixture in the middle behind the editorial display to highlight the assortment of the designers gowns. Each fixture will have the name of the designer in rose gold detail at the top and center, to help organize the dresses.

Designers Logo Sign

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Fixtures (Continued) The accessory display area will feature white wood chests to hold the merchandise with

glass display cases sitting upon them with the respective mannequin heads, arms, hands, and cushions. There will also be a white wooden cash desk with a white leather padded front and inset buttons for added detail. A light pink soft with white trim as well as 2 identical chairs will serve as the seating for guests of the bride-to-be as she tries on dresses.

  Accessory Display Cash Desk

Customer Seating

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Walls Our walls will be painted off-white throughout the store with an accent wall behind the

cash in light pink demask wallpaper. This wall will also have the store name, Belle Mariée, in our signature rose gold.

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Lighting Lighting is one of the most important aspects to our store, as all of the dresses will be

in similar shades of white and the lighting really has to show true colour rendition. Therefore ambient track halogen lighting will be featured throughout the store, 6-8 feet from the wall. LED accent lighting will be placed within display chests to really highlight the dresses. For accent lighting, one large Chandelier (18 bulbs) with LED bulbs will be above the interior editorial, three smaller chandeliers (2 bulbs) with LED bulbs will be placed over the cash and 2 medium chandeliers (4 bulbs) will be featured in the fitting room area. LED accent lighting that is very bright will be at the task points, including change rooms, cash points, and back room.

18-bulb Rose Gold Chandelier

LED Accent Track Lighting

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Lighting Planogram

15 Operations Sign

Signs Since we are a bridal boutique, our store will feature minimal signing. We will have our

store name behind the cash in a large rose gold metal. Other in store signage will include a sign above the accessories saying “Add A Little Sparkle”. The operation signs with store hours will be on the front window in white cling decal at the bottom left corner. In store, merchandise signs will be attached to each display chest at the top in rose gold font, to help the shopper sort through merchandise easier. There will also be a sign above each section of dress merchandise with the respective designer’s logo.

Designer Logo Sign

Add A Little Sparkle Merchandise Sign

Store Hours

Monday Closed

Tuesday-Friday 10am-7pm

Saturday By Appointment Only

Sunday By Appointment Only

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Front Window Display Belle Mariée will feature one large window display with one mannequin in large ball gown

and an elaborate winter scene, to convey the romance and beauty of our pieces. The window will have snow on the ground and snowflakes hanging with white mistletoe, and the feature dress will have silver details to give off a glistening, winter wonderland feel. In the window display, the feature mannequin will be an Adel Rootstein realistic mannequin, to convey a higher end, true to life image of what our customer shopper can relate to. The window display will get the customer excited about what she herself would look like in the dresses and ready to shop.

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Interior Editorial Display

Our feature editorial at the front and center of the store will have three semi-abstract mannequins in rose gold on a round raised platform, with chandelier above to highlights 3 mannequins. We chose semi-abstract mannequins so the focus in on the dresses they’re wearing and not the mannequins; however, the rose gold will add a cohesive element to the display and connect it to the overall store brand image. As this will be in the most immediate line of sight for customers entering the store, we like how simple it is so it does not distract from the overall store experience.

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Mannequins In store, we will feature 3 headless mannequins, as the important aspect here to

highlight will be the three different dress styles, as we will have a ball gown, a fit and flair, and mermaid style gown. The mannequins will be sizes 4-8. In our accessories section, there will be mannequin heads to show headpieces, hand arm mannequin for bracelets and rings, metal, rose gold earring rack to hold assortment of earrings (1 larger one and 4 smaller ones to display individual pairs) and display cushions to show the assortment of belts.

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Bibliography http://virainsight.com/luxuryretail/nggallery/page/2 http://www.kleinfeldbridal.com/index.cfm?pid=51&category=1572&clearpreviouscriteria=true Class lecture notes were used as main source of reference