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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/