Jenna StoberGroup 4106

Store Layout- Portfolio research project

Presented to Kathryn Kelly

swim

Luxury swimwear and accessories boutique

February 14th 2013

Target MarketWomen aged 21 to 35 in the area of Beverly Hills and surroundings. These women are the wives or girlfriends of high earning, high-profile business professionals, doctors, lawyers etc. Some of them have or are start-ing their own successful careers in writing, business, television/film or fashion. They have a college education.These women have a good to high amount of disposable income to spend on luxuries. They spend most of their days either working or taking care of the household and the kid(s) if they have any. Their image is highly important to them.They enjoy going to the gym, socializing with friends, going to beauty appointments (hair, nails, waxing etc.) and shopping. They love to travel to exotic locations, to go out for lunch or dinner with friends and family, to attend cocktail parties, charity fundraisers,

art exhibits and fashion events.

Target MarketPsychographics

Behavior

These women are highly interested in fashion, health, fitness, music and travel. They like to go out for dinner with friends and enjoy discovering the latest hotspots. They love doing pilates, yoga and trying out whatever the new trendy workouts are. They enjoy lounging by the pool or on the beach. They love to travel to exotic locations such as Bora Bora or Fiji.

They have their go-to stores and know where to go according to what their particular needs are. They are loyal shoppers but they also love to be the first to discover new and trendy boutiques. They shop

fairely often and they are not afraid to spend.

Location, Location, Location

9658 Wilshire Boulevard, Beverly Hills, CA

Street front retail space2 600 Square ft.For lease or sale

Rental rate negotiable

Traffic count of more than 48,138 per day

Location, Location, Location

50.89% Female population

35% of population aged 21 to35

Average household income of $157,045

Demographics

Adjcacent TenantsNeighboring Tenants

Theme

The theme is luxury island getway. It is all about bringing together sophistication and fun with a touch of youthfulness and luxury within our color palettes, styles and quality merchandise. The walls, floors and furniture will mostly be white to allow the colorful merchandise and store branding to pop. Customers will be encouraged to make B.B swim their only destination for all their beach day and vacation needs. The store will offer bathing suits, cover ups, sunglasses, sandals, beach bags, towels, sun skincare and hats. Our friendly and professional sales associates will pay high attention to each of our customers, assisting them with any-thing they should need. Customers will be able to make appointments with our personal consultants/stylists who will assist in finding the perfect bikini for their silhouettes or in putting to-

gether the perfectly coordinated beach look.

Street front retail space2 600 Square ft.For lease or sale

Rental rate negotiable

Luxury IslandGetaway

Aahhhhh.....The sand in between your toes, the sun on your skin, the ocean, the warm nights out, the drinks by the pool, the spa, no worries. Even if

you live a lavish lifestyle, girl needs a vacation one in a while. St-Tropez, Bora Bora, Maui,

St-Barts......Wether it’s a week on your man’s yatch, a weekend getaway to your girl’s beach

house or a glamorous stay at the hotel, what’s not to love? All that pampering and relaxation.... Hey

a fab gal like you deserves all of that! You know what else you deserve? A sexy swimsuit that shows off your amazing bod, some shades that

complement your great bone structure, some cute sandals, a fun coverup and the perfect beach bag.

And you’ll be all set for that vacay!

The theme is luxury island getway. It is all about bringing together sophistication and fun with a touch of youthfulness and luxury within our color palettes, styles and quality merchandise. The walls, floors and furniture will mostly be white to allow the colorful merchandise and store branding to pop. Customers will be encouraged to make B.B swim their only destination for all their beach day and vacation needs. The store will offer bathing suits, cover ups, sunglasses, sandals, beach bags, towels, sun skincare and hats. Our friendly and professional sales associates will pay high attention to each of our customers, assisting them with any-thing they should need. Customers will be able to make appointments with our personal consultants/stylists who will assist in finding the perfect bikini for their silhouettes or in putting to-

gether the perfectly coordinated beach look.

Inspiration

The inspiration for B.B swim came from two sources. My recent vacation in Palm Beach in-spired the high end swimwear part. Memories of Worth Avenue and the Mar-a-Lago beach club combined made for a high-end swimwear and ac-cessories store. For the colors and merchandise, I was inspired by brands Kate Spade and Lily Pulitzer. I love that these brands target an older clientele but keep such a youthful and fun ambi-ance to it. The color palettes they use are always so visually appealing so I wanted to make similar use of colors and styles to make for a

high-end but fun boutique.

Inspiration

Collection

B.B Swim's first collection is conceived in a way that the customer could buy any piece and wear it with any other piece from the collection. The main colors are pastels and they are complemented by

black and white. The high quality collection evoques youthfulness and fun while also being

classy and luxurious.

Collection

swim

Graphics

swim

swim

Sales associate

Jenna

swim

Luxury beachwear and accessories

Luxury beachwear and accessories

9658 Wilshire Boulevard, Beverly Hills, CA

555-555-555

swim

swim Bandeau Bikini Top

Size: Small

Color: Pink

Made in United States

swim

swim

Window Display

swim

swim

Beverly Hills

Window DisplayB.B swim is all about offering high quality swimwear and accessories with a fun and youthful approach. This store window is concieved in a way that puts the focus of the customer on the main pieces of the col-lection and on the colours, which are a huge part of B.B swim’s concept. The display props are minimal for this reason as well. The floor of the window is made of sand and there is a lounge chair to represent that B.B swim offers merchandise to go on vacation or to go to the beach/pool. There are advertisement posters on the back wall to visually represent the feel of the collection and to create a desire for the cus-tomer to look like the model and come inside the store. There are three models in each window but they are not in identical positions to create a bit of diversity within the windows, while still keeping the same concept. The back wall of the display is a window to allow potential customers to see a preview of the inside of the store. The rest of the walls are beige so that, again, the focus is on the colours and

styles of the collection

Architectural Plan

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Win

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Cash Register

1st F

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2nd

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Stair

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Architectural Plan

The interior of B.B swim is minimalist as well. Every-thing is neatly organized to put clear focus on the mer-chandise and to avoid visual confusion. The space is very open to allow the customer to walk around freely with some friends. The fitting rooms on the first floor are at the back so that the customer sees most of the merchandise before deciding what they will try on. The stairs to the second floor are in the middle of the store so that it is clear that there is a second floor. When the customer goes up to the second floor, she will clearly see the two walls of merchandise first. There are fitting rooms upstairs as well but these are for private use, for example, when a customer comes in to have a personal styling/consultation session. The consultation area is also upstairs. When the customer has finished on the second floor and goes back downstairs, she will have to go to the right to go to the cash register. If she had not yet looked at the wall on the right, she will have to pass in front of it, therefore maximizing the chances of

sales.

Architectural Plan

Legend

Clothing Racks

Display Tables

Display Shelves

Fitting Room

Table of Contents

Target Market.....................p.1-2

Location...........................p.3-6

Theme...........................p.7-8

Inspiration........................p.9-10

Collection............................p.11-12

Graphics........................p.13-15

Sources....................p.16

Sources

www.Shopbop.com

www.Polyvore.com

www.Beachbunnyswimwear.com

www.Loopnet.com