T’iundra Evans, Da’Shira Jackson, Tonaya Wright Ej. Wright By EJW
T’iundra Evans, Da’Shira Jackson, Tonaya Wright
Ej. Wright By
EJW
About Ej. Wright
• EJ. Wright is a menswear boutique located in
“Uptown” Dallas, TX. The store provides
exquisite quality in suits, vests, jackets and
shoes, offering the “top of the line” fashions in
blazers, pants, accessories and watches. The
name, EJ. Wright portrays the idea of a high
end designer.
Target Market
• EJ. Wright is located in “Uptown” Dallas, TX. According
to the Geographic Comparison Data Table, the
“Uptown” Dallas area has a total population of
1,261,999. Out of that population 35.1% are men in the
ages between 24 to 44, which gives a median age of
30.6 (Geographic Comparison Table).
• The “Uptown” Dallas area gives EJ. Wright a perfect
target market for middle to upper class men, who are in
their mid 20’s to late 30’s. Which are college graduates,
entrepreneurs, working business men or any men who
is fashion forward.
Geographic Comparison Table. (n.d.). Retrieved from www.census.gov
Mission Statement
“ To provide quality service for exceptional men.”
EJ. Wright
•Each season the company will choose a spokesperson from among the current customers to be the face of the company. The chosen customer would most likely be a local Dallas celebrity.
a. A list of potential spokesperson will be assembled by associates based on shopping frequency and dollar amount spent. The ideal customer would spend over $1000 a month.
b. The manager will reach out to the potential spokesperson and based on feedback a panel of 10 randomly selected people will chose the winner.
c. The winner will be announced at the beginning of the season at a reveal party that will feature the new clothing for the season.
•The first Saturday of each month there will be a sponsored event in the lounge area of the store. The events may include mini fashion shows, mini barbershops etc.
a. The potential sponsors will be surrounding small businesses. The business will be contacted at least three months prior to scheduled event.
b. Advertisements will be placed at both businesses as well on social networking sites, and through email blast.
c. The cost of these events will be split evenly between EJ Wright and partnering business.
•A point system will keep track each time a customer purchases items. The point will be used to receive free items or discounts in the store.
a. Customers will be given the option to sign up a checkout time. The process will take only two extra minutes. All the customer needs to provide is a name, mailing address, email address, birthdate and phone number.
b. The customer will be sent two cards one for the key chain and the regular sized card. Every dollar spent will equal one point.
Points system:
i. 500 points- free accessory
ii. 1000- 10% coupon valid on any purchase over $50
iii. 1500- 20 % coupon valid on any purchase
iv. 2000+ Buy one get one coupon for items priced up to $50 for every 500 points earned
d. The program will be implemented eight months after grand opening.
•Mail customers a birthday card detailing the new items of the month and offer a 30% coupon valid for one purchase during birthday month.
a. Information will be obtained from point system database.
b. The coupon will be mailed out at beginning of the birthday month and will be good until the end of the birthday month.
c. Physical coupon will not have to be printed out. The information will automatically be prompted on screen once point’s card is scanned.
•Offer monthly newsletter to customers in points program
a. The email will be sent out at the beginning of each month.
b. The email will offer style tips, exclusive in store savings and new product information
c. The newsletter will be sent out through an email marketing channel such as The Campaigner
Marketing objectives
brand image
• EJ Wright is the one stop shop and ultimate
shopping experience for fashion-forward men.
Here, is where a man can balance the tasks of
watching his favorite sports team while revamping
his wardrobe within his lunch hour. EJ Wright
understands “what a man wants”.
EJ. Wright
1. Wall Hangrail fixtures
Surrounding the perimeter of the store this fixture will simplify the
store’s appearance and bring notice to the merchandise bordering the
store. The simplicity adheres to the brand’s image of splendor, class
and edge. Each wall will follow a clothing category of business ,
business casual , casual and date night which will be obvious by the
merchandising on the overhead wooded portion of the fixture.
FIXTURES
2. Cable Shelving
The cable shelving will occupy one side of each wall hangrail to
display basic essentials that compliment the merchandise
categories of each wall. Basic essentials such as undershirts and
basic t-shirts by style , color and fabrication.
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5. Portable Display
3. Round Table
Propped as the store’s centerpiece this table will be
the accessories focal point. Male essentials are
important to any male shopping trip. Merchandised
on this table will be a Portable Display case, a Two
Tier tie rack in addition with other decorative
assortments and a table mirror for the male to feed
his ego.
4. Two-Tiered Tie Rack
Assorted on the store’s centerpiece will
be the tie rack . A tie is a must for any
male’s wardrobe therefore it is essential
that the ties are displayed at the focal
point of the store .
Since our customer’s time is valuable, a
watch assortment will be placed inside
the display case for emphasizes on the
importance of time and having a watch.
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6. Adjustable Shelf Merchandiser
Displays shoes in an intricate and intriguing manner for
flexibility in creative merchandising. The 5-spiraled shelf
limits the amount of shoes permitted to be displayed which
creates the sense of exclusivity . This merchandiser will be
placed beside the store furniture to entice a seating man to
try on a pair of shoes.
7. Cobblestone Spiral Rack
Not only does this spiral rack add flow into the store , it
is the perfect merchandiser for emphasizing a layered
outfit. The spaced apart hooks also create the illusion
of limited quantity and exclusivity of selected
merchandise. This rack will be placed around the
store’s focal table to maintain the simplicity of the
store’s appearance and prevent clutter.
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Wall Elevation
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Wall Elevation 1.EJ.Wright male model poster- makes it easy for men to find what type of dress they want just by
looking at the wall poster.
2.Folded Oxford shirts- easy access to find many different color shirts that is needed without
having to search through many hangers.
3.Sweaters- goes well with the jeans to create an easy outfit.
4.Jeans- easy access for customers to look at different style types of jeans at once.
5.Folded Sweaters- makes the store look crisp and an easy way for customers to at find their size.
The purpose for these products on the wall in this particular order makes it easier for customers to
find what they need. Starting from the left and going to the right a customer can choose from
different colored oxford shirts and decide whether or not if they want to layer it by selecting a
sweater and completing the look with a pair of jeans. This wall serves the purpose of giving
customers many choices to create multiple casual outfits.
Left Store Front 1
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Right Store
Front 11
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• 1 . Backdrop: (1) Sky blue fabric background
• 2.Lighting: (1) yellow/orange light filter for sun lighting effect
• 3. Props: (1) Cardboard fence
• 4. Props: (1) Cotton clothes line
• 5. Props: ( 6 ) Clothes line pins
• 6. Aesthetics: Shredded green plastic and paper for grass
• 7. Props: (1) laundry basket
• 8. Props: Vibrant colored clothing to fill laundry basket
• 9. Merchandise: (3) vibrant printed men’s shirts
• 10. Signage: Window signage bordered with black tape and paper text.
11. Backdrop: (1)Sky blue fabric background
12. Aesthetics: Series of suspended and
backdrop glued cotton swabs for clouds
13. Prop:(1) Tree created by actual tree branches
wired to the wall.
14. Aesthetics: (3) Cardboard flower stems
15. Merchandise : (3) Printed men’s shirts
hanging from a tree branch, laid on the
grass and posed as a flower bud
16. Signage: (1) Colored card-stock s
17. Aesthetics: Paper tall green grass taped to
window
Left Store Front Right Store Front
Store Front Window : Key
Store Front Reasoning EJ Wright caters to the fashion conscious male whose image is crucial on and off the clock.
The storefront windows displays the vibrant printed trend of Spring 2012 with an animated and
vibrant assortment of props and merchandise that ignite the senses of the passerby male. Both
windows depict a colorful, outdoor and sunny setting that are reminiscent of the weather and
activities enjoyed during beautiful Spring afternoons and the weekends the EJ Wright male look
forward to. While sporting the season’s vibrant prints, of course.
The left window is a nostalgic and relatable theme , remindful of a grandmother, mother , wife ,
or ideal setting of a loved one drying laundry on the outdoors clothesline to attract the calming
scent of a wonderful Spring day. A n imaginative connection of the senses : scent of the
clothing, feeling of the weather and sight of the wind’s rippled affect against the clothing .This
encourages and excites the male customer of the Spring 2012 print trend.
The right window is cohesive with the left window. It continues to elevate the imagination
through the senses of smell, sight and feeling. Such as the scent of flowers in a blooming field,
the swaying of grass, growing leaves and tree branches , and the sun beating against the skin.