Yvette Purser

Threads + Stompers The retailer is Threads + Stompers. Threads + Stompers calls back to fashions inspired by

those from the 1940s-1960s, but with a modern twist. The name Threads + Stompers reflects

this: the term “threads” is a slang term for clothing used often during the time period, and

“stompers” is the time period-appropriate slang term for shoes. Threads + Stompers uses

these terms to evoke that “vintage” feeling. Threads + Stompers does not currently have a

slogan—the store speaks for itself!

Target Market

The Threads + Stompers woman fits into the “Experiencers” VALS segment. This segment is

an appropriate target market for Threads + Stompers because Threads + Stompers aims to

reach the women who go against the current mainstream, but are still interested in the

current trend of retro fashions. The Threads + Stompers woman is sociable, spontaneous,

and is always looking to add unique pieces to her colorful and quirky wardrobe.

Experiencers tend to develop loyalty to those brands that always deliver what they are

looking for, and Threads + Stompers looks to be that brand for experiencers who are

interested in fresh pieces each season that stay true to the vintage aesthetic.

Cars: Volkswagen Beetle, Kia Soul; Furniture: Anthropologie, Neat Space, Ikea; Eating Out:

Jason’s Deli, Whole Foods (market); Groceries: Trader Joe’s, Whole Foods, Hy-Vee

Brand Personality

On Aaker’s Brand Personality Model, the Threads + Stompers brand is Excitement. Threads + Stompers is imaginative in the products purchased for the boutique, spirited because of the

appeal to young adults who want some retro spunk in their wardrobe, daring because of the

risks taken with the products purchased, and maintains a contemporary vibe despite the

retro product sold because of the trendy approach to retro styles.

Store Atmosphere Information

When the Threads + Stompers customer walks through the store…she feels at home. The

experience of shopping at Threads + Stompers should feel like shopping a large closet with a

lot of personality, perhaps like the closet she has at her city loft (or the closet she’s always

wished she had). The exposed brick walls and hardwood flooring, scattered with colorful

rugs, add to the closet feel. Threads + Stompers is full of unique, vintage décor—everything

from the printed area rugs scattered throughout the store, the weathered mirrors throughout

the store propped up against the pillars, and the vintage advertisements, memorabilia, and

art on the wall. Threads + Stompers has a boutique floor plan. This floor plan feels relaxed

and casual, and related merchandise is displayed together in shops. The fitting room area is

walled off so that it feels like a secluded area in itself.

City and Regional Profile

The flagship location of Threads + Stompers is located on High Street in the Short North Arts

District, right in the heart of Columbus, Ohio. Columbus is a city filled with a diverse

population because of the companies and corporations located in the city (Nationwide

Insurance, L Brands). Columbus is also home to The Ohio State University, the third largest

public university in the nation. The Short North is a known as the “art and soul” of

Columbus, and is a popular dining, shopping, and nightlife destination for creative minded

millennials.

Population (city of Columbus): 835,957

Population (greater Columbus-Marion-Zanesville area): 2,370,839

Median city age: 32..1

Median city income: $43,844

Annual income:

Employed: 67.3%

Education level: 89.8%(high school or higher); 36.7% (bachelor’s degree or higher)

Nearby major cities: Dayton, Cincinatti, Akron, Cleveland

Trend and Inspiration Analysis

nipped waists

midi skirts

feminine collars

scallops

culottes

gingham

polka dot

cropped pants/jeans

vintage style heels

Colors

Classic Khaki Sailor Navy Periwinkle Sky Blue Vintage Grey Rosette Golden Butter Baby’s Breath White

Textures

Wall Art

Assortment

woven tops: 00-18

knit tops: XS-XXL

skirts: 00-18

sweaters: XS-XXL

pants: 00-18

jeans: 00-18

dresses: 00-18

jackets: 00-18

shoes: 5-11 (u.s. womens)

hats: s/m, m/l, l/xl

bags/clutches: one size

Brands

Hell Bunny

Folter

Heart of Haute

Hey Dollface

Elope

Sourpuss

Louche

Kenzie

House of Fraser

Miss Selfridge

Freddie’s of Pinewood

Shabby Apple

Trashy Diva

Price Point

Threads + Stompers is moderate. Prices range from $20-$200.

Planograms

Rounder 1

Glass Feature Table

Culotte Shop Wall

Ladder Fixture

Store Images

Aerial View

Front Door View

Shoe Corner

Sofa Area

Denim Wall + Skirt and Dress Shop

Coat Corner + Culotte Shop

Casual Dress Shop + Cash Wrap

Fitting Rooms

References

http://www.experiencecolumbus.com/

http://shortnorth.org/