Edelweiss

Nature Flower: Jordan Streater, Jessica Butler, April Landers, Alicia Armstrong

Store Location:

Edelweiss is located in the heart of Highland Park in the uptown area of Dallas, Texas. Apart of Dallas County.

There is a population of “8,564” (census.gov.) people in Highland Park. Female Population Percentage:“52.5%”(census.gov.)

The median household income for the Highland Park area is “$176,375.”(census.gov.)

Store Name

Target Market

College educated, Female with a median income and between the ages of 21 and 35. She is comfortable in all aspects of her being, free and adventurous, sweet to tough, tomboy to romantic.

The Surrounding area of Highland Park has a Per capita money income in past 12 months (2009 dollars) 2005-2009 of “$116,772” which is supporting our target audience.

Merchandise Edelweiss will Carry

Atmosphere Collage

Atmosphere Collage

Atmosphere Collage

Recycling is Always in Fashion

Conversational Sign

This mirrors will be placed in the fitting rooms for practical use and to add an elegant touch. Two of each fixture will be used in the store.

This product is used for decorative purposes and will be placed in the center of the fitting room area. One of these fixtures will be used in the store.

Fixtures

Two of these fixtures will be

used.

One of these fixtures will be used in the

store.

One of these fixtures will be used in the store.

Fixtures

Two of each of these fixtures will be used in the store.

Fixtures

Office Space

Cash Wrap

Dividing WallStorage Area

Fixtures

A.

C.

D.

C.

D.

B.

E.

F. F.

K.

Fixture Layout Key:

M.

L.

L.

J.

Fixture Layout Key:

A.

C.

G.H. I.

N.

N.

N.

N.

N.

Seating Area

F.

E.

D.

B.

Fixtures Floor Plan Layout

Fixture Layout Key: Atmosphere

Fixture Layout Key: Storage area, Office

Area, Restroom Area, Atmosphere

Seating AreaK.

N.

N.

N.

N.

J.

L.

L.

F. F.

D.

B.A. C.

D.

C.

E.

I.H.G.

M. K.

M.L.

G.

H.

I.

J.

Fixtures Floor Plan Layout

Each of these lighting fixture will be used as ambient Lighting. This light fixture will hang over the store area and will be used to set the atmosphere of the store, with soft romantic lighting. Two of these lighting fixtures will be used.

This lighting fixture will be used as task lighting. This light fixture hangs over each dressing room in the fitting room area. Two of these lighting fixtures will be used.

Lighting Layout

This lighting fixture will be used as accent lighting. This lighting fixture will hang against the wall and provide light for the surrounding shopping area. Two of these lighting fixtures will be used.

This lighting fixture will be used as task lighting. This lighting fixture will hang over the cash wrap, restroom area, storage room area and office area to produce functional light. Four of these fixtures will be used

Lighting Layout

This lighting fixture will be used as priority lighting- spotlights. This lighting fixture will hang at the front of the store on both sides of the door to provide light. Two of these lighting fixtures will be used.

Used for lighting & Décor over the seating area. One of these lighting fixtures will be used in the store.

This will be used as a lighting switch, which is a lighting accessory. This lighting fixture will hang on the wall behind the cash wrap and control the setting of the lights. One of these lighting fixtures will be used.

Lighting Layout

A. A. A.

A.

B.

B.C.

D. D.

E.

F.

F.G.

G.

H. H.

Lighting Layout key:

A.

B.

C.

D.

E.

Lighting Layout key:

F.

G.

H.

Lighting Floor Plan Layout

Window One: Scale

Window One: Scale

Window Two: Zigzag Trend

Window Two: Zigzag Trend

Trend Board

Mannequin Type: Headless Mannequin

The Headless Mannequin has correct body proportions to show off the clothing but will not alienate any of the consumers. This mannequin will appeal to all ethnicities and races and will not cause a consumers to feel unwelcomed. This mannequin will also provide more emphasis on the clothing rather that providing interest in the mannequin itself. One headless mannequin will be used in the store Edelweiss.

Mannequins and Mannequin Alternatives

Mannequin Alternative Type: Dress FormThe dress form will be used in the store Edelweiss, because it has correct body proportions and will attract a variety of consumers from the stores target market and will not alienate any consumers. This dress form will show off the merchandise without taking attention away from the merchandise. The bottom rod of the dress form also adds a touch of class and elegance to the dress form and adds to the atmosphere of the store Edelweiss. Two of these dress forms will be used, one in the color white and one in the color black. Price: $85.00 each, $170.00 total.

Mannequins and Mannequin Alternatives

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