Fuse Mid-Semester Critique

Erica Dodge, Katelyn Turner, Kelsey Kim, & Emily Summers

• 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.

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’

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

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

• 100 Manhattan Town Center– Suite 645

• 645 square feet• Rent: $18-21 per square foot

• 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.

• Coven Grunge• Back to School• Post Festival• Offbeat

• Glitter Cheerleader