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Portfolio Research

Store Layout

517-KS7-AS

4106

Winter 2013

For: Kathryn Kelly

By: Eva Kharmandarian & Bianca Romero

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TABLE OF CONTENTS

Target Market Page 3

Geographic Page 3

Demographic Page 3

Psychographic Page 3

Consumer Behavior Page 3

Location Page 3

Description area Page 3

Architectural plan Page 4

Google map Page 4

Theme Page 5

Source of inspiration Page 5

Collection Page 5

Logo Page 6

Business Card Page 6

Shopping Bag Page 7

Window Display Page 8

Architectural Plan Page 9

Store Front Page 12

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PART A

The retail space found is located on 3500 6th St W in Los Angeles,

California. The retail space will be used to open a basketball store named

“Baller City”.

Target Market

The target market for the store will be for…

Geographic s

The retail space is going to be located in downtown Los Angeles. The

population of downtown LA is 3,796,840.

Demographic

The target market would have a higher percentage of males but would

also include females. They would be around the ages of 15-25. Went to

high school and planning on going to college or already are attending

college. They would have a household income of $100,00 - $140,000.

Psychographic

They usually play basketball for the love of the sport and/or watch

basketball games. They enjoy being outdoors, going to parties, and

socializing.

Location

It is a street retail space. 4,421 SF is going to be rented for a rental rate of

3.00$ per Square Feet, per year (3$/SF/Year). The building includes 346

parking spaces. Building size is 165,042 SF.

Description of Area

The store will be 5km away from the Staples Center – where the Lakers

and basketball games are played.

Architectural Plan (Separate)

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Google Map

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PART B

Theme

The theme for the store would be Basketball. Every item in the store will be

involved with the sport of basketball - mostly based on big league teams.

The walls and displays of the store will all relate to the basketball theme.

Source of Inspiration

Inspiration came from the love of basketball from people who play it

and/or watch it. Big league basketball teams such as the Lakers were the

biggest inspiration. Color palettes including orange and purple that was

inspired from the Lakers team will be applied to the inspiration of the

layout in the store.

Collection

The collection for the garments being sold in the store will include

basketball jerseys, basic t-shirts and shirts with the “Baller City” Logo on

them, basketball shorts, pants, socks – and all there will be a wide variety

of color and style in each classification.

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LOGO

BUSINESS CARD

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SHOPPING BAG

The theme of the window display is the sport of Basketball – because it is a

basketball store. The window display will include items that will be offered

in the store such as jerseys, shorts, jackets, and basketball shoes. The

window display will also include furniture and items that will relate to the

theme of basketball – such as a basketball shaped chair and television

that will be showing basketball games, news and advertisements daily.

The theme of basketball was inspired by the NBA – and specifically the Los

Angeles Lakers team. The color palette will include various shades of

orange, yellow, purple – inspired by the Lakers team.

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STORE FRONT WINDOW DISPLAY

The store window for the store Baller City displays 2 mannequins wearing

garments that will be offered for sale inside the store. The mannequin on the

left is wearing a casual outfit with Lakers sweatpants, a hoodie, and a

basketball cap. The mannequin on the right is wearing a basketball player

outfit with a Lakers jersey and Lakers basketball shorts, also wearing a

sweatband on its head. The window includes a basketball shaped television -

featuring basketball games that will attract costumers inside the store. The

whole theme of the window is basketball. The theme is fulfilled by all the

basketball related items featured in the window - such as the table displaying

the basketball shoes, and the basket all chair with the Lakers teddy bear sitting

on it.

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ARCHITECTUAL PLAN

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Floor Plan

The store layout is based on 2 floors of the store. The first floor

includes a ‘Wall of Fame’ right by the entrance, so it will get the

customer to get interested in the store as soon as they walk in.

The wall will include statues and plaques of basketball wins. The

floor plan includes racks for jerseys, sweatpants, basketball

shorts, jerseys along the sides of the store but mostly placed in

the middle. Song the sides of the store we placed shelves and

displays of basketball caps, shoes, and some basketballs. We

included a small lounge area for the customers to relax and

enjoy their time in the store. We also included a basketball net

onto the floor plan, where the customers may shoot some

hoops and with an option to play basketball video games as

well. We believe the customers will enjoy the environment of

the store and the ambience that relates to what products they

have to offer.

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STORE FRONT