SimpliciTEE:100% Organic Cotton T Shirts and Basics

Kelli Brogdon, Sandra Cuellar, Vanessa Giron & Jennifer Vaquiz

SimpliciTEETeam 4Mation chose to build a store featuring a

merchandise lineof 100% organic cotton t-shirts and basics in Dallas, TX.

The store name, SimpliciTEE, reflects Team 4Mation’sgoal of portraying a brand image that is simple, organic

andback to basics to a potential client.

SimpliciTEE intends to be true to nature by backing a socially responsible brand image as well as merchandisethat is sustainable and eco-friendly.

Target Market Gender: Female

Age Range: 25-40

Education: College student or graduate

Lifestyle: Lives a casual, yet active lifestyle with an emphasis placed on leisure and weekend activities

Occupation: Students, or any professional position during the week that allows for casual clothing and basics during the

weekend

Income: 25K+

There are an estimated 2,368,139 people in Dallas County as of 2010, and 50.6% of them are women. 20% of them have college degrees and the average per-capita income is $26,185 per year

(U.S. Census Bureau, 2010).

This logo was designed to present the store’s name as well as a representation of what type of products the store carries. The color and bamboo depicts the

store’s theme. The “simplici” describes how simplistic and basic are items in the store and “tee”

describes the basic t-shirts that everyone would need.

Store Logo

Description of Merchandise

organic

basic

Eco-friendly

flowy

pretty

softnatural

feminine

sustainable

comfortable

cotton

denim

khaki

leisurely

responsible

green

Atmospherics The plants and natural resources used for the recycled hardwood

flooring, wooden furniture and bordered mirrors promote the sustainability and environmental responsibility of the SimpliciTEE brand.

The green color palate chosen for the store walls represent the eco-friendly brand image while the accent wall and small accent colors add a fun, vibrant variation.

Calm earth tones and soft textures are incorporated in fabrics for seating cushions, pillows and curtains to reflect the gentle lines and natural materials of the merchandise.

Accent lighting is placed strategically throughout the store to accompany the energy efficient overhead lighting. The large textured windows also allow for a complement of natural lighting.

An open, comfortable seating area is featured in the store to allow for guests to relax and enjoy their shopping experience at SimpliciTEE.

Atmospherics

Conversational Signs

This conversational sign is to be placed by

the comfort yoga pants and comfy,

baggy tops to influence the essence of being comfortable. Everyone loves their

comfort days and there- fore this sign portrays the love of comfort, while going

green and feeling good about it.

Conversational Signs

This conversational sign will be placed near the

store’s most fashionable items of the season, the latest trends. “Green is

the new Black,” is intended for customers to think that

not only can we make a difference in our society

but be trendy while doing so. Therefore it is used to

tempt the customer to purchase the latest trend.

FixturesTwo Way Fixture Four Way Fixture

(4) Two and (8) four way fixtures will be presented in an informal andnon-linear pattern throughout the store. These fixtures will facilitate

merchandise presentation by housing new arrivals and current trends. The light color of the wood on the fixtures fits in with

SimpliciTEE’s natural and organic image.

A B

Fixtures“H ” Fixture Shelving Unit

(2) “H ” Fixtures and (2) Shelving Units will also be presented through outSimpliciTEE’s free flow store layout. They will serve a great presentation

for merchandise because basics are displayed very well when folded. The fixtures are made of a light colored wood, which fits in with the organic aesthetic at SimpliciTEE.

C DC

FixturesWall Shelving Wooden Crates

(5) Wall shelving units will be scattered throughout the perimeter of the storeWhile (5) wooden crates will serve as focal points for clothing being displayed

in behind the display windows. The organic look of the wood is in line with the image of nature at SimpliciTEE.

E FE FF

FixturesRound Racks

(3) Steel round racks will be used near the back of the store to househanging marked down clothing. The steel fixtures will serve to

differentiate mark downs from regular priced merchandise which willbe displayed on wooden fixtures.

GGG

A

B

C

D

E

F

G

Floor Plan

CLEARANCE

Lighting

SimpliciTEE will be utilizing three types of lighting throughout the

store:-Ambient Fluorescent lighting

-Accent lightingand

-Priority lighting

LightingAmbient Fluorescent lighting will be used to give merchandise great color rendition and keep a lighting balance through outthe store. (20) Quorum Fluorescent light strips in a cream finishwere chosen for the Energy Star rating.

Accent lighting will consist of incandescent recessed lighting fixtures to help add atmospheric focus and emphasis on certainareas throughout the store, such as trend fixtures or new arrivalson the wall elevations. (10) Incandescent Line Voltage Adjustable Eyeball with a 30 degree tilt, in a cream finish were chosen for theEnergy Star rating.

Priority lighting will be used as well. (3) of these three light,flush mount ceiling fixtures will be used to highlight window displays as well as the check out.

Lighting Plan

Wall Elevation The straight arm and waterfall face-outs are used

to draw attention to the featured garments The tops are merchandised above the bottoms to

simulate a full outfit Opinion leader, Emma Watson, is featured in the

wall graphic to influence shoppers with celebrity promotion of the product. Her outfit also corresponds with the surrounding merchandise

Display tables for pants and display benches for shoes are used to have these products available at a convenient level for customers

Wall Elevation

Waterfall face-out

Pants display table

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ht

arm

fa

ce-o

ut

Stra

igh

t arm

fa

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Waterfall face-outs

Celebrity Graphic

Pants display table

Shoe display benches

Sketch of Window Display Concept 1:

Element of Design, Shape and Form

Team 4Mation decided to createa window display revolving aroundThe elements of design: shape and

form. The shape chosen was a squareand the form chosen was a cube.

These elements were continuously used

throughout the display window through

the wall covering, props as well as thegarments.Props used included:

(7) Boxes, cubes, (2) Cubed baskets, (2) Signs, Store and Team Name, (1) Bamboo

Plant(1) Mannequin

Types of Merchandise used:(1) ¾ Length sleeve T shirt, (2) Tank Tops for

layering(1) Floral Scarf, (1) Pair of Blue Jeans, (6)

Rolled T shirts,(1) Pair of TOMS, (2) Necklaces

Sketch of Window Display Concept 2:

Nautical Trend

Team 4Mation is planning to createa window display revolving around

the Fall 2012 Nautical Fashion. Team 4Mation and SimpliciTEE will

portrayNautical fashion through the use of

the colorsOlympian Blue, Honey Gold and

Tangerine Tango, as well as stripes, anchors and various

nautical images.Props that will be used include:(1) Box, cube, (1) Trifold picture frame ,

(2) Signs, Store and Team Name, (1) Anchor (3) Mannequins

Types of Merchandise to be used:(2) T shirts, long or short sleeved (1) Pair of

Blue Jeans, (1) Skirt, (1) Dress, (1) Pair of TOMS, (2) Necklaces

Nautical Trend Board

Mannequins

Headless Abstract