Back To Basics

By M3 Sarah McLaughlin,

Maggie Fierros, Karina Munoz

The store name projects the products directly by reminding the professional woman that everyone needs the basic

pieces in their wardrobe.  

The City:

Back to Basics will be located on the River Walk in San Antonio, Texas. This city is the second largest city in Texas and the seventh largest city in the US with a population of 1,351,305 in 2008, not including the 20 million tourists it brings in each year, making it the number one tourist spot in Texas.

San Antonio is a vivid city with an active nightlife. The River walk insinuates to San Antonio’s life style with the activities all along it bring in about 2.8 billion every year with its many bars, restaurants, and a shopping center. And in 2010, home to the first Back to Basics store.  Stats from:*San Antonio, From Wikipedia, the free encyclopedia. (n.d.). Retrieved September 2, 2009 from http://en.wikipedia.org/wiki/San_Antonio 

Target Market:

Back to Basic will be for women ages 25-35 whom have recently graduated or have just entered the working field, but are still very in touch with their social life. They love to go out to cocktail parties, dinners with friends. Retail sales account for $13,828,317 of the income in San Antonio; so shopping is a favorite leisure activity for our target. They are more mature now and choose clothing that is more functional then before, but still fashionable.Luckily in San Antonio the target market falls in great place with the women making up 51.7% of the population, 919,641 ranging in between ages 18-65, making the medium age 32.9 and the medium household income $36,706.

Stats from: *San Antonio, TX, Detailed Profile (n.d.). Retrieved September 2, 2009, from http://www.city-data.com/city/San-Antonio-Texas.html

Marketing objectives:

1. To open the first Back to Basics store on the River walk in San Antonio by May 2010 by staying consist with the plan and budget for the store.

2. To create strong bonds with the customers over years by creating a scholarship of $500 aimed for high school seniors planning to enter any university in the United States with an emphasis of fashion merchandising by 2014.

3. To have the website available for the customers by November 2010 in time for the Christmas season by hiring a web designer to capture our “brand image” on to the web.

4. Open Back to Basics locations in the major cities of Dallas, Las Vegas, and Seattle by May 2015 by again staying consist with our original plans and budget.

5. To increase customer relations though the community by holding semi-annual charity fashion shows.

Mission Statement:

“With the affordable prices and knowledgeable staff this will be the place for the “girls” to come for any

fashion emergencies.”

Brand Image:

The customers should feel at home when walking into the store. They will always know that they will receive great, personal service along with quality and a variety of fabulous basics that every woman should have in their closet. The store will be filled with the top ten essentials: Basic Black Dress, Trench Coat, Dress Pants, Classic Shirt, Jeans, vest/cardigan, Skirt, Day Dress, Jacket, and a dressy shirt along with the accessories to mix and match to complete many looks.

Store Atmospheric:

Back to Basics store’s design and decoration is chic and upscale where the consumer would feel feminine and classy at the same time. The color palette of purple, black, white, and gray will make the store seem comfortable to browse around and trendy where the consumer may find what they need for their attire. The fitting rooms will have velvet curtains as screen doors that will block any light going in and out of the room giving complete privacy to the consumer while trying on clothes. Music will be played to keep the atmosphere in the store hip, young, and lively. A sitting area will be placed in front of the cash wrap for the consumer to sit down and relax. The area was thought for those who accompany the consumer target for Back to Basics so they can feel comfortable and at ease at the store as well. Everything used to decorate the inside of the store Back to Basics is done on purpose to give the consumer a great experience while the store keeps its image .

Operational Signage The Store Hours Sign communicates to our customers when we are open for business. This also notifies our customers of our phone number and address. This is helpful to have when we are closed and a customer walks past our door and sees our sign, they may call us or come back by during open hours if they are interested in our merchandise. The Dressing Room Sign portrays to our customers that they are in a helpful and inviting retail store. This sign let’s the customers know we are there to help them if they are in need of assistance. This enhances our store image and reputation to have great customer service and

care for them.

Conversational Signage Tim Gunn’s show Guide to Style was the inspiration to our store concept, so it only made sense to have some corky signs about him in the store. The signs will make a personal connection with B2B customers.

Every woman should have a basic black dress and never want to get rid of it and to be able to wear it to several occasions. When a woman can’t find anything to wear, you go back to the basics and can never go wrong with the little black dress. These signs help to tell the customer that the little back dress have been worn over the decades and is still in style which adds to the fact that the little black dress is one of the basic garments. States that the little black dress becomes like a second layer of skin to the woman when worn right and fights right.

Floor Layout Plan

Back to Basics will be laid out using the “soft aisle,” floor layout. This floor layout will advance the customer’s eye to the walls and lead them throughout the store in an accessible fashion. The cash wrap counter has been set in the center of the store so that the customer has to journey their way around the entire store before making a purchase. The customer will be able to browse the store in a relaxed manner and easily find what they are shopping for.

Store Fixtures

The store fixtures are aesthetically appealing to the customer and ties in with the black and gray color scheme. The Wrought Iron fixtures are simple enough to keep the customer’s eye on the garment, but also appeal to women with the feminine swirls and wave details within the store fixtures.

Store atmosp

Fixtures

(2) Dress Form Next to 2 Round Tables (4)Displaying Outfits

2’ x 2’

3 Tier Table Display Next toGlass top table & Blouse Form 

Shirts/Blouses5’ x 5’

(5)

(1) Counter Top Blouse FormSet on top of 

Round Glass Table (2)Current/Hot New Items

1.5’ x 1.5’

A

B

F

G

K

Fixtures2 Way 

Rack Display Stand Current Trends

2.5’ x 2’(8)

Arched Display w/ Slanted Side Rails

New Dresses5’ x 1.5’

(13)

4 Way Rack Display Stand

Tops & Bottoms2.5’ x 2.5’

(13)

C

D

E

Fixtures

4 Tier Display StandHandbags/Shoes

3’ x 2’ (2)

All in One Jewelry Holder 1’ x 1’ Set on top of 

Round Glass Table Jewelry

1.5’ x 1.5’(2)

I

K

J

Fixtures

RounderClearance Items

4’ x 4’(2)

H

M

L

Cash Wrap 9’ x 4’ & 

Back Bar to Cash Wrap 9’ x 2’

White Leather Couch & 

Coffee TableLounge Area

Fixtures

Top Hangers

3 Dressing Room Clothing HooksFor inside Dressing Rooms

Skirt/Pant Hangers

All of the merchandise on the sidewall of B2B again accent to the theme and atmosphere of the store. The clothing is basic but can still look entirely differently on

consumers depending on their own take of it. This gives the customer a chance to still buy the products but make it personal to their own style. The wall is displayed

from left to right by going casual to dressy. A. White Button Down Shirt- Displayed frontal views in both white and

grey, also with a folded assortment on bottom of display for customers to grab according to size. It’s accented with a black belt to accentuate the empire waistline.

B. Blue Jeans- Basic Straight cut jeans that every girl needs in their closet. None on front display but have an assortment hung by sizes for the customer to easily access.C. Day dress Frontal -display with an assortment hung below the display by sizes. White Tunic with black flowering details running along the necklines and bottom sides, and of the dress. Has an empire elastic waistline and falls right above the knees. D. Night dress -displayed frontal with an assortment hung just below is by sizes. The black spaghetti dress has a four inch decorative elastic empire waistline and falls just below the knees.

Back Wall Elevation

E. Dressy Blouse displayed frontal view along with an assortment of folded ones by size for customers to grab. A loose fit silk satin Halter-top with a stretchable turtleneck comes in black and grey with a keyhole in the back and a five inch elastic waistline.

F. Basic Slacks hung by color from light to dark from grey to black then organized by sizes within the colors. They are straight, wide leg style.

G. The graphic that is displayed is simple and continues with the wall elevation themes of black and white, and classic.

Back Wall Elevation

Back Wall Elevation

A-Casual Blouse

C-Casual Day Dress D-Dressy Night Dress

E-Dressy Night Blouse

B-Blue Jeans F-Basic Slacks

A

BC

D

E

F

A

E

(2) Dress Form Mannequin AlternativesPlaced in the opposite corners of the

store. Chosen to display unique outfits accompanied by ready to sell

merchandise on each side of it.

(1) Counter Top Blouse  FormPlaced in the front left hand corner

of the store. Chosen to display the newest tops in between the three tier tables with the folded

ready to buy tops.

(4) Realistic MannequinsTwo in each of the front windows.

Displayed to show the current theme. Currently displaying the

versatile “Little Black Dress” theme.

Mannequins/Mannequin Alternatives in the Store

One Day. One Black Dress. Four Looks. Endless Possibilities.Work. Business Lunch. Dinner Date. Cocktails With the Girls.

As the target customer, the professional young woman, walks by Back to Basics, she will be intrigued by how a little black dress can be transformed from day to night with her busy schedule. The little black dress is more versatile than women realize; the window displays will show four looks for one day: work, to business lunch, to a dinner date, to cocktails with the girls. The window display shows how women can add or takeaway garment pieces and accessories to change the little black dress to a completely different outfit. This will attract the target customers because their schedules are busy, always on the run, and it only takes a few minutes to makeover an outfit!

Window Display

Black Dress Look 2 Business Lunch

Look 1Work

Look 3 Dinner Date

Look 4Cocktails

With the Girls

ONE DAY. ONE BLACK DRESS.

1 2

FOUR LOOKS. ENDLESS

POSSIBILTIES.3 4

Window Display List of Props

One Day. One Black Dress. Four Looks. Endless Possibilities.

• Sleeveless V-Neck Black Sheath Dress• 4 Semi-Realistic Off White Slim Female Mannequins

• Lady Face Canvas Art• Hanging Textural Wall Divider

• Back to Basics Sign• Clear Sign• Chandelier

Mannequin Look 1Work

Window Display Props

Mannequin Look 1-Work

• Sleeveless V-Neck Black Sheath Dress• Short Puff Sleeve Gray Blazer• Black Waist Belt• Silver Metallic Pumps• Silver Bracelets

Window Display Props

Mannequin Look 2-Business Lunch

• Sleeveless V-Neck Black Sheath Dress• Shear Chiffon Sleeveless Cream Blouse• Brown Skinny Waist Belt• Black Pumps• Black Oversized Sunglasses• Leather Wrist Watch• Gold Bangles• White Tote Bag

Mannequin Look 2 Business Lunch

Window Display Props

Mannequin Look 3-Dinner Date

• Sleeveless V-Neck Black Sheath Dress• Gold Tie Waist Belt• Gold Strappy Heels• Black Oversized Sunglasses• Oversized Gold Chain Necklace• Gold Bangles• Gold Wrist Watch• Brown Hobo Handbag

Mannequin Look 3 Dinner Date

Window Display Props

Mannequin Look 4-Cocktails With the Girls

• Sleeveless V-Neck Black Sheath Dress• Silk Floral Print Neck Scarf• Deep Red & Purple Ankle Boots• Black Wrist Watch• Red Handbag

Mannequin Look 4 Cocktails

With the Girls

Lighting

Back to Basics will use three types of lighting techniques to enhance the store brand identity, accent each piece of merchandise, and give the consumer the best possible shopping experience.

•Fluorescent Lighting•Incandescent Lighting•High Intensity Discharge Lighting

Fluorescent Lighting

Open Channel Strip Lights

All purpose, heavy duty open channel fixture. Die formed cold rolled steel construction.

• 48" - 1 light 40 watt strip light (channel)• 48" x 3 1/8" x 2 3/4”

The Open Channel Strip Lights will illuminate at the floor and ceiling to bring the customers eyes to the merchandise on

the wall.

(E)

Fluorescent Lighting

Recesses Trouffer 

Flanged recessed trouffer designed for installation in suspended ceilings. Post painted metal for "no nicks or cuts" during installation.

Standard latching door with clear prismatic acrylic diffuser.

• Includes quick access plate.

• 1/8" x 2 3/4”

The Recessed Trouffer Lighting will be placed in the office, storage, and restroom

areas for overall lighting.

(F)

Five Light Black ChandelierVintage flourishes, a textured finish and

subtledecorative detail set the distinctive tone to

create a dramatic look.

• Black finish• Black glass beads and crystals

• Metal and glass• Candle base

• Uses 5-60 Watt candelabra bulbs• Some assembly required

• Overall dimensions: 21" W x 21" D x 26" H (Large)

• Weight: 3.6 lbs (Large)• Overall dimensions: 12" W x 12" D x 18" H

(Small)• Weight: 2.4 lbs (Small)

Incandescent Lighting

This large chandelier will be hung from the ceiling above the cash wrap and the small chandelier will be hung from the ceiling in the entrance to

the fitting room.

Large (B)

Small (C)

Alico Industries FRL Flex-Rail Track Lighting Kit 

A complete solution to Flex-Rail assembly, Alico's line voltage Flex-Rail kit comes with a

flexible track and all necessary parts - making installation and ordering a breeze.

• 51” in Length• 120 volts• 10 LBS

Incandescent Lighting

The Flex-Rail Track Lighting system is simple yet gives off enough light in the perimeter

of the store to accent the

(A)

Contemporary Design Black Mini Pendant Light

An opal glass diffuser glows brightly behind sleek black metal on this mini pendant

light.

• Black finish.• Opal glass diffuser.

• 7 ¾”W.• 32" pre-set height.

• 10 feet of adjustable cord and cable included.

High Intensity Discharge Lighting

This lighting pendant will be hung from the ceiling in the 3

fitting rooms & above the mannequin displays as well.

(D)

  Qty Cost Ext. Cost Category Cost

Atmospherics:

Paint

Seal Gray 1 $70 $70 $70

Black Tulip 3 $70 $210 $210

Onyx Black 1 $70 $70 $70

Flooring (Sq. Ft.) 

Dark Brown Wood Flooring (3,500 Sq. Ft.) 3500 $.75 per sq. ft $2,625 $2,625

Art Work

Picture behind cashwrap 1 $180 $180 $180

Decorative Furniture and Décor

White IKEA Couch 1 $1,000 $1,000 $1,000

Couch Throw Pillows 2 $25 $50 $50

IKEA Cofee Table 1 $100 $100 $100

IKEA Black Vases 2 $25 $50 $50

Mirrors 3 $50 $150 $150

Draperies 4 $30 $120 $120

Black Metal Drapery rods 5 $17 $85 $85

Television

AOC Envision 26'' LCD 720p 60Hz HDTV 1 $280 $280 $280

Total Atmospherics: $4,990 

Other:

Mannequins & Mannequin Alternatives

Dress Form 2 $150 $300 $300

Counter Top Blouse Form 1 $98 $98 $98

Realistic Mannequin 4 $500 $2,000 $2,000

Lighting

Fluorescent Lighting

Open Channel Strip Lights 48 $20 $960 $960

Recesses Trouffer 10 $50 $500 $500

Incandesscent Lighting

Five Light Black Chandelier (Larger) 1 $300 $300 $300

Five Light Black Chandelier (Small) 1 $150 $300 $300

Final Budget

Final BudgetFRL Flex-Rail Track Lighting Kit 10 $100 $1,000 $1,000 High Intensity Discharge Lighting Contemporary Mini Pendant Light 5 $100 $500 $500 Fixtures 2 Way 2.5' x 2 8 $100 $800 $800 Arched Display w/Slanted Side Rails 5' x 1.5' 13 $150 $1,950 $1,950 4 Way 2.5' x 2.5' 13 $160 $2,080 $2,080 Rounder 4' x 4' 2 $80 $160 $160 Round Table 2' x 2' 4 $20 $80 $80 3 Tier Table Display 5' x 5' 5 $200 $1,000 $1,000 Round Glass Table 1.5' x 1.5' 2 $100 $200 $200 4 Tier Display Stand 3' x 2' 2 $160 $320 $320 Jewelry Holder 1.5' x 1.5' 2 $60 $120 $120 Top Hangers 300 $100 per 100 $300 $300 Skirt/Pant Hangers 300 $100 per 100 $300 $300 Dressing Room Clothing Hooks 3 $23 $69 $69   Signage Operational Signage 2 $100 $200 $200 Coversational Signage 4 $50 $200 $200 Total Other: $13,737 

Total Budget: $18, 727

Winter 2010 Trend Window: Sheer Entertainment

Winter 2010 Trend Board: Sheer Entertainment

Theme Window: Texture