Target Market

Our CustomerAlice and Oliva targets urban, contemporary, career oriented women in their mid twenties up to their mid forties. �e brand also targets ce-lebrities (Kourtney Kardashian, Annalyne McCord, Nicky Hilton, Blake Lively and Taylor Swi� are know fans of the brand). �ese women are fashion forward and have a distinct sense of style. �ey like to look good and enjoy express-ing themselves through their fashion choices. �ey are sophisticated and classy women who love to have fun. �ey have an income of about

80 000$ and are usually educated.

Target MarketPsychographics

�ese women are very social individuals and they strive towards glamour. �ey love to go out with their girlfriends a�er work for dinner or cock-tails. �ey love to go shopping and they try to stay active as much as possible (yoga, pilates, jogging). �ey like to stay up to date on the latest trends, so they enjoy reading magazines such as Cosmopol-

itain, Glamour, Elle and Vogue.Behavior

�e customers for Alice+Olivia are loyal custom-ers. �ey enjoy shopping so they like to regularly visit the store to see the new merchandise. Al-though the customers have relatively high dispos-able income, they love a good deal and love to attend sales. Also, since they are social individu-als, they enjoy to develop relationships with the sales sta� in order to have a better shopping expe-

rience.

Our New Location

1434 Sherbrooke Street West, Montreal, QC

1 400 square feet

Semi-basement retail space with street front window along Sherbrooke street

Our New LocationDemographics in Montreal

Population of 3,824,220

51% of population is female

69% aged 15 to 64

Average household income of 67 010$

Nearby Tenants

Our New Location

Theme

Retro Chic

Theme

�e theme for the new Alice and Olivia store is “Retro Chic”. �e brand in itself is very inspired by retro elements and the recent collection also. �e store interior will be designed in a way that puts em-phasis on the clothing and accessories; all white, glossy �oors and walls with neatly organized racks and tables. �e retro elements will be mostly in the furniture used and, as mentionned, the collection

itself

Inspiration

�e inspiration for the new Montreal location came from many sources. First of all, the Alice and Olivia brand was very inspiring to me in itself. I immedi-ately fell in love with the way they mix sophistica-tion, quirkiness and playfulness all in one. I was also very inspired by their current promotional cam-paigns which are very colorful and styled in a fun way. Lastly, I was inspired by the brand’s blog and Pinterest page, where everyday, they post fun

quotes, images and artwork.

Inspiration

Collection

Spring Summer 2013For this season’s collection, the designer, Stacey Bendet, was said to have been inspired by the “late 1950’s optimism”. We can see that throughout the tailoring of her garments and the styling. For her color palette, Stacey mixed bright colors with so� pastels. �is aspect from the collection was inspired from the work of an artist named Ilya Bolotowsky, who was an abstract painter from the early 20th century. He was especially fond of cubism and geo-metric abstraction. He was also know form mixing primary colors with neutrals, which we can see as-pects from in Stacey’s collection. Overall, the col-lection could be described as a quirky and modern-

ized 50’s look.

Color Palette

Collection

Graphics

1434 Sherbrooke Street West, Montreal, QC

514-555-555

www.aliceandolivia.com

Graphics

Drape Blazer

Size: Small

Colour: Black

Fabric Content: 52% Viscose 43% Rayon 5% Lycra Lining: 95% Poly-

ester 5% Lycra

Made in the United States

Sales Associate

Name of Employee

Window Display

Window Display

�is store window is conceived for the opening of the store, during the mid-spring season. Alice and Olivia has just recently come out with a handbag line so I wanted to showcase the handbags to raise awareness about it. Since the spring season is all about color, I really wanted to integrate as much as I could, not only to catch the eye of the customer, but to represent the Alice and Olivia brand cor-

rectly.

Architectural Plan

Window

Window

Cash Register

1st Floor2nd Floor

Stairs to 2nd �oor

Stairs to 1st �oor

EntranceShoe section and trying on

section

Stock Room

Fitting Room Area

Fitting Room Area

Acessories section

Architectural Plan

�is store interior is designed very minimalisti-cally. �e space will be open and there will be racks, tables and shelves of clothing/accessories all along the wall. �e focus needs to be on the mer-chandise and the decoration aspect of the store. �ere will be a lot of fun and colorful artwork along the white walls and there will also be a lot of retro inspired furniture (cash register, shoe sec-tion, �tting rooms).�e store is designed so that when the customer enters, she �rst sees the mer-chandise. As she browses the store and goes to-wards the �tting rooms, she will see there is a second �oor and go upstairs to browse more. �e second �oor will be sale items and shoes and ac-cessories. �ere are also �tting rooms on the

second �oor.

Sources

www.aliceandolivia.com

www.style.com

www.polyovre.com

www.trendhunter.com

www.loopnet.com

www.fortheloveo�log.com

www.pinterest.com|alice_olivia