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Research and Concept For Pop-Up Retail Store
Kelly, Travis, Carley, and Tina
ModCloth’s Vision
A look at the past for a Flavorful Future
What is the Vintage Style
• The Vintage style was from the 1940’s to the 1970’s
• The style encompasses…
Very Feminine
Lots of Elements (Accessories and layers)
Loose fitting
lace and patterns
High Waist
Collars
floral pattern
Adolescent/ Sweet
Sweet Girly
Indie comfort
Playful/ Nostalgia
Chic
Comfort
Business Analysis
• What is the essence of ModCloth
• Sell women’s clothing online
• A unique variety of Designers in one location.
• Principles of ModCloth
• They love contest
• Are very interactive with Social Networks
• Empowering women with their clothing
• Environment
• Very Animal Friendly
• Serves women ages 15-35
• Focus on the students, career oriented women
• Take Feedback very seriously and work from it
• Like DIY projects
Audience Profile
• “The ModCloth Girl”
• Serves women ages 15-35
• Focus on the students, career oriented women
• Creating Nostalgia and Empowerment
Issues that ModCloth Has or Had to Face
• ordering cloths online and not fitting
– Solved with Free Return Shipping
• Customers cannot touch, feel, and try on clothing
– Organizes their own clothing sizes based on their own measurements.
– Design a Pop-up retail store
• putting items together when ordering
– ModStylists put items together but individuals cannot see their personal
styles together
• Work on Incorporating Feedback into the Pop-up space
– They thrive on feedback and it might be important to put in the pop-up
space
• Expensive/pricing
– For the clientele that they serve the prices are expensive and a college
student would have trouble get many styles from there
• No guys
– There is not a line that they sell for men just some small gifts
Concept Ideas and Brainstorming
the best way to get something done is to begin
Diversity
• “the art of thinking independently together.”
• Definition
– the condition of having or being composed of differing elements : variety;
especially : the inclusion of different types of people (as people of
different races or cultures) in a group or organization <programs
intended to promote diversity in schools
– an instance of being composed of differing elements or qualities : an
instance of being diverse <a diversity of opinion>
• Including Men’s Clothing in their line of retro and vintage clothing
• Working with their line of home goods
• Since they are pet friendly maybe include a line of vintage style pet supplies
Diversity
• the condition of having or being composed of differing elements
• an instance of being composed of differing elements or qualities
• Synonyms
– Medley- a mixture
– Variance- an instance of varying; difference; discrepancy.
– Assortment- a collection of various kinds of things
– Distinction- a discrimination made between things as different
– Multifariousness- numerous and varied; greatly diverse or manifold
– Manifold- of many kinds; numerous and varied
Empowerment
• “I think that certainly my choices empower me.”
• Definition
– to give power or authority to; authorize, especially by legal or official
means: I empowered my agent to make the deal for me. The local
ordinance empowers the board of health to close unsanitary restaurants.
– to enable or permit: Wealth empowered him to live a comfortable life.
• Making women feel beautiful through fashion
• Working the vintage style to create a sense of strength for women
• http://www.youtube.com/watch?v=ab26zHZiPRM&feature=related
Empowerment
• to enable or permit
• to give power or authority to; authorize
• Synonyms
– Sanction- a consideration, principle, or influence (as of conscience) that
impels to moral action or determines moral judgment
– Entrust- to commit to another with confidence
– Capacitate- archaic : to make capable
– Delegate- a representative to a convention or conference
– Enable- to provide with the means or opportunity
– Codify- to arrange in classes
– Invest- to furnish with power or authority
Playful/ Nostalgia
• “The true object of all human life is play. Earth is a task garden; heaven is a
playground.”
• Definition
– Full of fun and high spirits; frolicsome or sportive: a playful kitten.
– Humorous; jesting
– a wistful desire to return in thought or in fact to a former time in one's life,
to one's home or homeland, or to one's family and friends; a sentimental
yearning for the happiness of a former place or time: a nostalgia for his
college days.
– a yearning for the return of past circumstances, events, etc.
• Suzan first fell in love with vintage clothing by playing dress up with her grandma’s
clothing
• Take women to a simpler time in their life with their clothing
• http://www.youtube.com/watch?v=H3CVnW3Nz9o
Playful/ Nostalgia
• a wistful desire to return in thought or in fact to a former time in one's life,
to one's home or homeland, or to one's family and friends; a sentimental
yearning for the happiness of a former place or time: a nostalgia for his
college days.
• a yearning for the return of past circumstances, events, etc.
• Synonyms
– Reminiscence- the act or process of recalling past experiences
– Sentimentality- expressive of or appealing to sentiment,
especially the tender emotions and feelings
– Longing- desire intensely
– Wistfulness- characterized by melancholy; longing; yearning.
– Remembrances- a retained mental impression; memory.
Laid Back Environment
• “If you have no problems at your job you don't have a job you've got a hobby.”
• Definition
– to make less tense or rigid : slacken
– to make less severe or stringent : modify
– to deprive of energy, zeal, or strength of purpose
– to relieve from nervous tension
• They are conducive to a relaxed and creative environment
• Want to sell clothing with a relaxed feel to fit the vintage and retro look while staying
professional
Laid Back Environment
• to relieve from nervous tension
• to make less tense or rigid
• Synonyms
– Calm- peaceful, quiet (inanimate)
– Ease- freedom from concern, anxiety, or solicitude; a quiet state of mind
– Tranquil- free from or unaffected by disturbing emotions; unagitated;
serene; placid
– Unwind- to reduce the tension of; relax
– Unlax- Slang . to relax; rest.
– Lounge- to sit or act in a casual, relaxed way
– to go or move in a leisurely, indolent manner
Retail Spaces
What is the atmosphere to shopping
Possible Concept Statements
• Empowerment- Movies in each era with leading ladies that inspire us
• Genuine commitment to others that delivers infinite confidence
• Enablement of inspiration to the female spirit
• Nostalgia- childhood memories
• The Manufacturing of wistfulness and childhood splendor
• Recreating memories and reminiscing of days gone by
• Diversity- women from other cultures being affected by fashion
• A Medley of assorted elements coming to one unique style
• A medley of unique styles embracing a range or opportunities
Concert Concept
A tasteful Experience
Concept Idea 1: Candy store
• Joy, excitement, pleasure, delight
– Delight
• Great enjoyment and pleasure
– Creating a preference through nostalgia to emphasize playfulness and emotion
– Essence of the candy store experience
» Cheerful emotion
Concept Idea 2: Flavors
“Flavors of Fashion” or “Flavors of emotion”
– Inspired by the candy shop experience and how each flavor of candy represents a specific emotion
– “Each flavor was totally unique, but combine one flavor with another and something new was created”
– “Flavor is like music you can taste, color you can smell there is excellence all around you only need to stop and savor it.”
– Flavors of expression:
• Creamy
• Salty
• Sweet
• Tangy
• Crisp
• Bitter
• Spicy
• Fresh
• Savory
Concept Idea 3: Indulgence
Indulgence
– We want the client to feel as is if they are treating themselves by shopping at ModCloth
– Create styles that bring playfulness to shopping and make it a delight
Pinterest mood board