FMPC 5006

December 5, 2014
Alicia Cianflone
Katie Evans
Kendra Faykes
Nicole Popovski
Shelby Walker

TABLE OF CONTENTS

Target'Customer!..........................................................................................................................................!1'
!!!!!Psychographics'!........................................................................................................................................!1!
Fashion'Merchandise'Strategy!....................................................................................................................!2!
!!!!!Season!......................................................................................................................................................!2!
!!!!!Categories!................................................................................................................................................!2!
!!!!!Brands!......................................................................................................................................................!2!
!!!!!Items!........................................................................................................................................................!3!
!!!!!Price!.........................................................................................................................................................!3!
Store'Brand'Image!.......................................................................................................................................!4!
!!!!!Atmospherics!...........................................................................................................................................!4!
!!!!!Store!Brand!Name!....................................................................................................................................!4!
Exterior!.........................................................................................................................................................!5!
Planogram!....................................................................................................................................................!6!
Interior!.........................................................................................................................................................!7!
!!!!!Layout!.......................................................................................................................................................!7!
!!!!!Square!Footage!........................................................................................................................................!7!
!!!!!Point!of!Sale!.............................................................................................................................................!7!
!!!!!Office/Storage!..........................................................................................................................................!7!
!!!!!Fitting!Rooms!...........................................................................................................................................!8!
!!!!!Restrooms!................................................................................................................................................!8!
!!!!!Universal!Access!.......................................................................................................................................!8!
!!!!!Ease!of!Shopping!......................................................................................................................................!9!
!!!!!Featured!Wall!...........................................................................................................................................!9!
Colors'and'Materials!..................................................................................................................................!10!
!!!!!Walls!.......................................................................................................................................................!10!
!!!!!Floor!.......................................................................................................................................................!11!
!!!!!Ceiling!.....................................................................................................................................................!11!
Fixtures!.......................................................................................................................................................!12'
!!!!!Wall!Fixtures!..........................................................................................................................................!12!
!!!!!Found!Object!Fixtures!............................................................................................................................!12!
!!!!!Signature!Fixtures!..................................................................................................................................!13!
!!!!!Accessories!Fixtures!...............................................................................................................................!13!
!!!!!Cash!Register!Fixtures!............................................................................................................................!14!
!!!!!Seating!Areas!..........................................................................................................................................!15!
!!!!!Mirrors!...................................................................................................................................................!15!
Lighting!.......................................................................................................................................................!16!
!!!!!Lighting!Planogram!................................................................................................................................!16!
!!!!!Accent!Lighting!.......................................................................................................................................!17!
!!!!!Ambient!Lighting!....................................................................................................................................!18!
!!!!!Task!Lighting!...........................................................................................................................................!19!
Signs!...........................................................................................................................................................!20!
!!!!!Exterior!Signs!..........................................................................................................................................!20!
!!!!!Logo!........................................................................................................................................................!20!
!!!!!Hours!of!Operation!................................................................................................................................!20!
!!!!!Cling!Vinyl!...............................................................................................................................................!20!

!
!!!!!Grand!Opening!Sign!...............................................................................................................................!20!
!!!!!Operational!Signage!...............................................................................................................................!21!
!!!!!Universal!Access!Sign!.............................................................................................................................!21!
!!!!!Return!Policy!Sign!..................................................................................................................................!21!
!!!!!Sale!Sign!.................................................................................................................................................!21!
!!!!!Sign!Layout!.............................................................................................................................................!22!
!!!!!Price!Tags!...............................................................................................................................................!22!
!!!!!Merchandise!Signage!.............................................................................................................................!22!
Windows!....................................................................................................................................................!23!
!!!!!Window!Type!.........................................................................................................................................!23!
!!!!!Promotional!Window!Theme!.................................................................................................................!23!
!!!!!Window!Lighting!....................................................................................................................................!24!
Interior'Editorial'Display!............................................................................................................................!25'
Mannequins!...............................................................................................................................................!26!
!!!!!Mannequin!Type!....................................................................................................................................!26!
Works'Cited!................................................................................................................................................!27!
!
'
!

Welcome to The Look, a contemporary womens fashion boutique located in the heart of
Torontos prestigious Yorkville shopping neighborhood. The Look is a one-stop shop for
women in Toronto and across the world who are looking for exclusive designer pieces for work
to weekend, as well as impeccable styling advice in a friendly and comfortable shopping
environment.

TARGET CUSTOMER
Gender: Women
Age: 25-45 years old
Occupation: Career professional
Education: University educated
Income: $100,000+
Location: Urban
Ethnicity: All

PSYCHOGRAPHICS
Our target female customer is high middle to upper-class.
She is interested in current events, politics, fashion and travel, and is highly knowledgeable
about what is happening around the world.
She is professional and hard-working but she also likes to relax on the weekends with her
friends and family.
In terms of her fashion sense, she wants to have fun with fashion and mix trends with classic
pieces for both work and play.
She is looking to expand her wardrobe for the workplace as well as for casual evening and
weekend events. Our customer is looking for contemporary yet high-quality pieces and key
wardrobe basics that she can wear many times and rely on to last. The Look boutique strives
to provide and showcase items for our key customer, who is both sophisticated and trend
aware.
1

FASHION MERCHANDISE STRATEGY

Season:
Our boutique carries merchandise from Spring/Summer and Fall/Winter collections.
Categories:
We give our customer access to fashion brands that are innovative, trendy, and minimalistic.
Additionally, the designers we carry are praised on runways and frequently referenced in
magazines and street style blogs. Even the woman who might not be tapped into fashion
trends will appreciate the quality, style and longevity in our tried and true brands and what
they bring to the table.

Brands:
Our brands begin with modern contemporary designers who are known for their highly
wearable and transitional casualwear, knitwear, fashion jackets, denim, outerwear and
leather. These brands include Alexander Wang, Acne, Anine Bing, Helmut Lang, J Brand,
Theory, Vince and more.
A major reason we chose these brands for our store is because they have proven to be
relatively ageless and follow simplistic silhouettes that appeal to our demographic at this
period in time. We have carefully selected these brands because we believe they will
maximize potential profits by their ability to provide meticulously crafted, wearable pieces
that our customer will love.
2

Items:
The starting price point at The Look is $90 for a classic cotton shirt, and denim ranges from
$175 to $295. Prices begin to increase as we go into leather pants and blazers, which are
priced between $595 and $995. In additional to womens clothing, The Look also sells
Alexander Wang, Givenchy and Celine sunglasses that range from $250-$450.
We do not carry full collections of our luxury brands: Givenchy, Balenciaga, and Celine. These
luxury brands provide statement pieces in the form of exclusive handbag collections. The
price points for these collections range from $1800-$4000. Although these price points are
attainable for our client, these collections are more specialized and not purchased as
frequently. The handbags we provide are extremely high quality, sought after and respected.
The purchasing of a higher ticket item such as a Balenciaga handbag requires the assistance
of an experienced salesperson.
Price:
The assortment of goods that you can always find in our store (with average price points)
include:
Fashion Blazers
from $595
Classic Blazers
$495
Modern Dress
Pants $355

Fashion Pants
$295
Denim $250
Basic Tees/Tanks
$150
Blouses $355
Fashion Tops $295

Sweaters
(seasonal) $495
Coats (seasonal)
$995
Handbags $2500
Footwear $695

STORE BRAND IMAGE

Atmospherics:
The Look has made use of atmospherics: sight, sound, smell, touch, and taste as part of our
merchandising strategy to create an environment that appeals to our customers senses (Bell
and Turnus, 44). From the time our customer enters our boutique, they will be delighted by
the highly modern, unique, and warm feel of the store. The color scheme for our boutique also
complements the tastes of our target customer. With our customer in mind, we chose
simplistic white walls, champagne-gold fixtures, charcoal colored floors, and subtle hints of
greenery for a natural pop of color to our otherwise neutral color scheme. The lighting in the
store is very soft and reminiscent of natural light, which directs the customer throughout the
entire boutique for the most comfortable shopping experience.
The grand opening of The Look is during the holiday season, and as such, for scent, we have
incorporated a subtle fragrance of pine leaves from the trees in our Christmas themed
windows, as well as warm vanilla bean candles. Additionally, we play soft pop music
throughout our boutique that is easily recognizable to our target customer, making them feel
welcome. On occasion, The Look offers gift-with-purchase promotions and provides custommade macarons in vanilla, chocolate, and gingerbread flavors branded with our logo in order
to create an even more complete sensory experience for shoppers (Bell and Turnus, 44).
Store Brand Name:
The reason we chose The Look for the name of our boutique is because we feel that it
accurately represents our boutiques aesthetics. The Look carries the most desirable styles
from premium and contemporary designers and our inventory is constantly changing to
reflect the rapidly shifting styles and the fashion industry as a whole. This means that
customers can often find new items in our stores every two weeks. With this type of strategy
and the demand for our product, the name The Look references both fashion lines, and the
fast-paced fashion industry.

EXTERIOR

For The Looks exterior design, we wanted to represent cohesiveness with our interior layout,
as this is our clients first impression of the boutique.
To represent minimalism with a few warmer finishes, we took an older buildings main floor
in Yorkville and refinished it by painting the exterior white, while keeping its detailed pillars
and molding. We replaced the windows with four Durabuilt Semi-Commercial Hybridex 920
picture windows (Durabuilt, 2014). These have very little detail and are quite large to let in
a lot of natural light. We also replaced the main entrance door, maintaining the simplistic
look with a Masonite Belleville double smooth door with full light to create a structurally
sound store environment (Masonite, 2014).
The Look store sign is situated directly above the door, though all other storefront signage is
minimal. Innovate Signs made a 3D Pan lettering, fabricated metal sign for our custom logo
(Innovate Signs, 2014). It is illuminated and it is on an automatic timer for evenings.
There will always be a decal sticker on the rightmost double-pane window beside the door
with the logos of the top designers we carry in our boutique.

PLANOGRAM

LEGEND
Universal Access

Mirrors

Accent Wall

Sliding Wall

Wall Fixtures

Chain Hanging Fixtures

Height: 49 Ft
Width: 42 Ft
Square Footage: 2, 058 Sq. Ft

INTERIOR
Layout:
The Look has used a minimal floor layout in order to display our exclusive luxury products
in a dramatic, gallery-like fashion (Bell and Turnus, 90). We believe that simplicity is an
important aesthetic because it allows our merchandise to be the main focus. Space is also
very important in our boutique, so The Look required minimal floor fixtures. This also allows
us to ensure open sight lines and wide open spaces so that everyone who walks into our
boutique can easily view the showcased merchandise from wherever they are in the store
(Bell and Turnus, 90).
Square Footage:
The boutique does require a larger space due to the overall concept of the design. The Look
is a high-end fashion boutique and displays designer brands which we view as works of art.
The space is meant to have a gallery-like style that evokes a sense of sophistication and
quality while also being a friendly atmosphere that feels small enough where customers can
easily approach our sales associates. The square footage of the store is 2,058 square feet, with
the height being 49 feet and the width being 42 feet.
Point of Sale:
The Looks point of sale desk is located at the back wall of the boutique that separates our
fitting rooms from the rest of the store. We felt this would allow our sales staff at the cash
desk to easily interact with customers in the fitting room when necessary. The cash desk is
inspired by the cash desk at Givenchys store in Paris which has a champagne-mirror finish.
We feel it brings a sense of sophistication to our boutique and is consistent and
complementary to our other fixtures in the store. The back wall has a green foliage wall that
contrasts with our metallic mirrored fixtures and gives the store a sophisticated and fun feel.
Office/Storage:
The office/storage room is located at the back and to the right side of the boutique. There is
a separate office area for completing paperwork and scheduling, and a larger area designated
to stock and storage.
7

Fitting Rooms:
The Look incorporates the atmosphere from the rest of the store into our fitting room area.
The fitting room area has a warm feel that includes plenty of seating and also individual
doors and mirrors in each room rather than curtains, so that customers are as comfortable
as possible when trying items on. It is a space where individuals will want to spend time in,
as [half the sale is made] when the customer is in the fitting room (Bell and Ternus, 27).
There is one universally accessible fitting room (with proper signage) in addition to three
smaller fitting rooms. The Look customer will have no problems finding the fitting rooms
because we have added extra accent lighting along our three walls to help direct the customer
through the store.
Restrooms:
There is one customer restroom that is universally designed (with proper signage). It is
located at the end of the left hallway next to the fitting room area. There is also an employee
restroom in our back room.
The customer restroom also has a two-piece powder room. It has a clean white walls for a
minimal look with warm ambient lighting; the overall feel of the store is replicated within
our restroom to ensure uniformity and consistency. It also includes hands-free devices for
washing and drying ones hands with ease.
Universal Access:
Accessibility is a priority for the boutique as we are aware of the importance of universal
access and the lack of universal access in many retail stores. Universal design is important
for all consumers because it is meant to simplify life for everyone by making products,
communications, and the built environment more usable by as many people as possible (Bell
and Ternus, 93). Equitable use is an imperative concept because it refers to being marketable
to individuals with all types of capabilities. Building elements and furnishings come into play
because they must be size and space appropriate in order for consumers to reach regardless
of their mobility or stature. There will be signage in our boutique to indicate universal access
where needed (refer to Signs).

Ease of Shopping:
The Look has ensured that the walking areas are very spacious and provides customers with
plenty of room to observe and shop with ease. The entire store layout has been designed with
accessibility and maneuverability in mind from how far away our fixtures are from the wall
(specifically with wheelchairs in mind), to the height and positioning of our clothing racks
along the walls of the store. Additionally, to ensure all customers have equal access and
comfort in the store, there will always be trained sales personnel in the store who can assist
customers with accessing merchandise if necessary.
The Look will frequently change the locations of inventory based on trends and changes that
occur each season. Our prime inventory is located at the front of the store and to the right of
the store, where most customers will turn when they enter the store, and it will be rotated
regularly in order to stay fresh and up-to-date for our regular customers. We understand the
importance of changing up the look of our store with our inventory as it shows that our
boutique is receptive and quick to respond to the rapidly changing world of fashion, and
because it allows our boutique to enlighten and invite consumers by using the latest, on-trend
merchandising schemes (Bell and Ternus, 100).
Featured Wall:

COLORS AND MATERIALS

Wall:
In maintaining longevity and insuring
dcor does not appear tired, neutrals have
been utilized throughout our boutique. As
Greg Gorman suggests, the initial store
design should use an overall neutral
palette that can be punched up with
colorful accents (Bell and Ternus, 50). All
of the walls are a warm white, specifically
Farrow & Ball Wimborne White #239,
(Farrow& Ball, 2014) and this remains
consistent with the exterior storefront
color.
The only exception to our warm white wall
design concept is the accent greenery wall
behind the cash desk sourced from Green
Over Grey Living Walls and Design. The
greenery wall takes up one of the priority
walls within the store, and catches the
attention of customers on the street to
draw them inside. This wall will also
contribute warmth to the store, and adds a
pop of color while keeping the store clean
and modern in appearance. We decided to
place the green color pop near the back of
the boutique to draw clients through the
entire store.

10

Floor:
The floors throughout the boutique and in
the

fitting

rooms

are

Chevron

Herringbone in Sirens Call from Kentwood

Flooring, as illustrated in Figure 1.
(Kentwood Flooring, 2014) The flooring in
our back room is a simple sealed concrete.

Ceiling:
The ceiling consists of exposed pipes from
the

original

layout

of

the

building;

however, we have painted these pipes a

matte off-black shade from Farrow & Ball
#57. (Farrow & Ball, 2014)

11

FIXTURES
Wall Fixtures:
The fixtures that we have chosen for our
boutique are both simple and bold. Along
the perimeter of our walls, we have chosen
brass hanging garment racks. These
fixtures are comprised of brass metal tubes
suspended from the ceiling and run
parallel to each other on either side of the
boutique. These fixture add to our overall
aesthetic

and

brand

image

without

seeming overwhelming. They are simple

and modern making them the perfect
garment racks for The Look. These racks
are made out of metal and are gold in color
like the rest of our store fixtures. Our
garment

racks

are

manufactured

by

Avelere Displays.
Found Object Fixture:
The second major fixture is a found object
which we have chosen to act as a garment
holder. These chain fixtures hang from the
ceiling and they hold our most expensive
and top selling garments. They are located
in the middle of the boutique, directly
behind our fashion editorial. The clothes
that hang off of these custom chain fixtures
are always featured in our editorial. They
always have the same end-use, and use the
12

same color- and fabric story. We have used

weathered bronze 6 gauge accessory chains
from Home Depot.
Signature Fixtures:
We have three signature fixtures in our
boutique layout. Our signature fixtures are
long glass tables with a modern brass
stand. Two of them are located parallel to
each other near the front entrance. The
third one is our cash desk. Each of these
fixtures are feature fixtures, and they only
show items within the store that the
customer will likely pair together for one
end-use. Since The Look has a minimalist
layout and overall atmosphere, our feature
fixtures

are

never

overcrowded with

merchandise. Instead, they hold four or

five items at a time that represent the
same end-use and color-story. The fixture
to the front-right of the store will always
hold our newest merchandise, as per Paco
Underhills findings (McLennan, 2014).
The tables will come from Red Modern
furniture.
Accessories Fixture:
For our accessories table we chose a fixture
that would be suitable to hold sunglasses.
This display table has a glass case with a

13

locked panel so sales personal can open the

case and remove merchandise at the
customers request. We have chosen to
place the sunglasses under glass as they
are expensive accessories, and do not want
the lenses scratched or smudged with
finger prints. This display case also has a
gold finish. The accessory fixture is from
the Supply Warehouse store. Lastly, we
have chosen simple gold hand bag stands
to place on top of our table fixtures. The
handbag fixtures are from Amko Displays.

Cash Register Fixture:

The cash register will be a fixture similar
to the one on the right. It is positioned at
the rear of our boutique so that customers
can walk through the entire boutique and
observe all of the merchandise prior to
making their final purchase.

14

Seating Areas:
There are two seating areas within the
boutique, located in the fitting rooms and
at the front of the store. In order to remain
consistent with our minimal concept, we
have chosen simple furniture that will not
distract customers from the garments but
which are very comfortable. We have used
a white leather couch accompanied by two
white leather lounge chairs. Our seating
furniture is product #599 from The Sofa
Company.

Mirrors:
Between the garment racks, we have
placed mirrors against the wall for
customers to try on jackets and accessories
and easily view themselves throughout the
store. We have chosen large mirrors with a
simple black frame to fit in with our simple
and modern aesthetic. We have chosen the
Modloft Norfolk Mirror.

15

LIGHTING
Lighting Planogram:

Fluorescent
Lighting

Fluorescent
Lighting

Fluorescent
Lighting

LEGEND
Recessed/ Ambient Lighting (LED)
Track Lighting (LED)
Industrial Bulbs (Design/Ornamentation Lighting)
16

In

our

store,

we

understand

the

importance that lighting provides to the

customers shopping experience and the
positive impact it can have on overall sales.
As a result, we will provide maximum color
rendition through the effective use of
ambient lighting for full color spectrum
white light throughout the store (Bell and
Ternus, 237). We achieve this by having a
combination of both inset and track LED
lighting. The use of white light will ensure
that customers can accurately judge the
exact color of the clothing and are not
surprised at the difference in color once
they leave the store.
Accent Lighting:
For decoration and to bring a sense of
warmth into our modern store design, we
will be hanging loose industrial style
incandescent light bulbs evenly over the
cash desk, accessories table and our
seating area at the front of the store. The
industrial bulbs complement the rest of our
store design as they are simplistic and
minimalist but will play an important role
as an element of unique design to our store,
as well as by highlighting items and
drawing the attention of our customers to
key pieces in the store. For the industrial
lighting we chose the Bulbrite 40-Watt
17

Nostalgic G30 Edison Bulb sourced the

bulbs from Houzz.com (Houzz, 2014).
Despite being a more expensive lighting
option, we chose LED lighting because it is
the most energy efficient light source and
has a lifespan up to 9 times longer than
traditional incandescent bulbs (McLennan,
2014). Additionally, LED lighting provides
full spectrum lighting that we want for our
customers shopping in the store, which is
important

for

accurately

showcasing

merchandise.
Ambient Lighting:
The ambient lighting throughout the store
will be recessed LED lights and LED track
lights, known for being a source of white
light which will be line 6-8 feet from the
walls and our store windows (Bell and
Ternus, 239). The LED lighting installed in
our store will ensure that the entire store
has adequate lighting for the customer
that is most close to the natural light,
which

will

effectively

highlight

and

showcase the clothing, adding sparkle to

the merchandise (Bell and Ternus, 240).
We will also be using the tactic of cross
track lighting throughout our store to
maximize the lighting and reduce shadows
on the merchandise and in the window
displays (Bell and Ternus, 243).
18

Task Lighting:
In our back room, we use fluorescent task

Our floor lighting sources, the LED track

lighting. Having this lighting in our back

and recessed lighting, are sourced from

room will save us more money than if we

Jesco Lighting Group who are leaders in

were to use an alternative light system,

the lighting industry, as one of the fastest

because they are the least expensive and

growing lighting manufacturers in the

they use only one fifth as much electricity

U.S. For track lighting, we chose the black

as incandescent lamps to produce the same

LED L515 30 track heads (Jesco, 2014).

amount of light (Bell and Ternus, 238).

For the recessed lighting, we chose the

Despite being the most cost effective, we

RLH60XXN 120V electronic dimmable

have not used fluorescent light throughout

light (Jesco, 2014).

the store as the main ambient lighting

because

fluorescent

unfortunately,

lamps

are,

non-shadowing

which

means they make merchandise appear

flat or non-dimensional and thus, less
interesting to the customer than clothing
under a more flattering light system such
as LED or incandescent (Bell and Ternus,
238). We sourced our backroom fluorescent
task lighting from Specialty Lighting, and
chose the double top mount lights in colour
white baked enamel (Fluorescent Strip
Lighting).

19

SIGNS
Exterior Signs:
Logo:

Hours of Operation:

Cling Vinyl:

Grand Opening:

20

Operational Signage:
Universal Access:
The most important type of signage that
we have in our boutique is operational
signage. The universal access sign is
located near the fitting rooms. We have
chosen an ADA brushed stainless steel
Area of Refuge sign with braille from
Alpha Dog Designs. We used the same type
of signage for our rest room, also indicating
universal access.

Return Policy:
This sign is located behind the cash desk
which is located near the back of the
boutique.

Sale Sign:
This sign is located near the back of the
boutique and to the right, where our sale
merchandise is positioned in the store.

SALE

21

All of these signs are placed in a metal sign

holders so that they do not get damaged
over time. Another advantage of this type
of sign holder is that it is very sturdy and
does not reflect any light, so it is easy for
customers to always read them clearly
(Bell and Turnus, 224). Lastly, we have
included The Looks logo on all of our
operational signage in order to reinforce
our brand identity to our customer base
(McLennan, 2014).

layouts

There will be very little merchandising

signage

our

boutique

to

remain

consistent with our brand image. The Look

is a specialty boutique and thus, does not
showcase large amounts of merchandise.
Because of this, we do not feel that it is
necessary

to

have

signs

directing

customers on where to go, as they can

easily see each item and where they are
clothing

of

in

located as there are few places where

Sign Layout:
The

Merchandise Signage:

our

signs

are

both

symmetrical and formal. Using simple

design guidelines, we have identified that
our signs optical center, the area just
above the center of the sign, is where the
headlines of each of our signs will be (Bell
and Turnus, 221). All of our signs use the
Century Gothic font in black, and they all
have a white background.

is

Additionally,

displayed
we

are

in

the

aware

store.
that

significant amount of signage, especially

those that emphasize price, are often used
in lower-end stores that frequently have
clearance sales (Bell and Ternus, 217).
Having signs with price and advertising
sales is not a strategy that aligns with The
Looks brand image, as the store aims to
focus less on price of the clothes, and more
on quality and building a long lasting

Price Tags:

wardrobe for our customer. However, we

The price tags on all of our garments and

do have one sale section during January

accessories are commercially printed using

and July that will be advertised in the

the Century Gothic font in black. These

store with a small sale sign that does not

signs are also very minimal in nature.

emphasize price.

22

WINDOWS
There are four windows at the entrance of

part of the display (Bell and Turnus, 303).

The Look; two double pane windows beside

Because we have open-back windows, it is

the right (facing) entrance, and two single

important for us to keep our display very

pane windows on the left. The right

simple and make our focus clear to ensure

(facing) double door is new, though it still

that the open background does not make

appears antique. The door handle is

our windows appear visually cluttered

antique and was found at an antique store.

(Bell and Turnus, 303).

The window design conveys our brand

Promotional Window Theme:

identity and supports our advertising goals

by using the elimination strategy so that
consumers can focus on the merchandise
being presented. We want passersby to see
that our boutique is high end and
minimalistic by simply looking at our
window display.

Since the grand opening for The Look is

during the holiday season, we have decided
to incorporate festive winter designs into
our window display. The window on the far
left side will showcase our best-selling
purse. This window is formal in its balance
and incorporates a burst focal point design
using light effects. The window next to it
features a cone-shaped Christmas tree in
champagne-gold. The first double-pane
window, furthest from the door, features
one mannequin wearing a top-selling
coordinated outfit, which is part of our
advertising strategy. Our mannequin is

Window Type:

held by a supporting rod. This windowpane

is also formal in its balance. The second

The Look has open-back windows, so

double-pane window closest to the door

passersbys can view the display window

advertises our window cling vinyl which

while at the same time getting a glimpse

showcases some of the top brands that we

inside of our boutique. In this way, our

carry in our boutique. The cling vinyl

boutiques interior fixtures also become a

reinforces The Looks brand image and it

23

provides a sense of completion to our

window display.
The pictures shown to the right are an
example of what our windows would look
like without the panels behind them. Our
windows never use any type of backdrop or
paper panels to create a wall because we
strongly believe that our interior design is
art in itself and should always be
showcased from the outside. Furthermore,
it allows our merchandise to be seen from
all angles; it is important for us to show our
customers how our merchandise truly
looks from every direction.

Window Lighting:
The ceilings of our windows have ceiling
grids in order to hang props and track
lighting (McLennan, 2014). To remain
consistent with our holiday theme, we have
incorporated cascading lights into our
window theme for our grand opening.

24

INTERIOR EDITORIAL DISPLAY

Location:
The interior editorial display is located in
the middle of the store near the front
entrance to highlight our brand image. The
editorial display uses one specific end-use,
which is a working, sophisticated woman
who needs to stay warm and stylish during
the cold, winter months. Therefore, the
mannequins will all be wearing trendy
coats and blazers that are necessary for
moving in and out of the office.
Our Strategy:
Our

editorial display

showcases five

mannequins. On our editorial display, we

will

be

using

color

as

fashion

merchandising strategy. The color scheme

that we are promoting for the winter
months

are

lot

of

neutrals

and

monochromatic layering. As mentioned in

the fixtures section, we ensure that all of
the garments featured in our editorial are
easily accessible as all of the garments are
hanging on our found object fixtures
located

directly

behind

the

editorial

display. This ensures that customers can

easily find the merchandise that we have
displayed in coordinated outfits.

25

MANNEQUINS
Mannequins:
The Look has a total of six mannequins,

makeup

looks

will

work

with

our

one of which will be displayed in the

inventory. We will also be saving money by

window, and five which will create a

not having to change our mannequins

fashion editorial inside of the boutique. On

makeup from season to season or year to

our mannequins we showcase the latest

year. To get the highest quality, custom

styles that our store is carrying and they

high gloss cold mannequins, we have

will be changed to show our newest

sourced our mannequins from Bombay

inventory every two weeks or once the

Hanger Mart.

items sell out. The fashion editorial in the

center of our store highlights different
outfits that show key pieces and how to
style them with other basic everyday
pieces that we will carry in the store for
styles appropriate to wear both at work
and on the weekend.
The semi-abstract mannequins we have in
the boutique reflects our target customer
in their styling and also their size. Our
mannequins range from size 4 to 8 and
stand from 55 to 59, with realistic body
proportions, as opposed to being abstract
with

more

exaggerated

features.

Additionally, our mannequins are high

gloss gold and thus are not ethnically
specific, reflecting the inclusiveness of our
store. The mannequins also do not have
makeup, largely because make-up trends
are constantly changing and not all
26

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