Britney Fontenot Retail Management
Company/Concept Statement Style MINIS is a children’s wear boutique offering an extensive collection of trendy children’s clothing and accessories ranging from infant to 12 years old. Style Minis is dedicated to providing an inviting, colorful, and creative space where children can be comfortable with expressing their unique style. At Style Minis the D.I.Y room is an area of the store that will allow children to create pictures, arts & crafts, as well as their own candy combo.
Vision Statement At Style Minis we strive to sell the fashionable clothes to infants and children whom are taking their first steps into the world of fashion.
Mission Statement At Style MINIS we offer endless high quality clothing and accessories for the fashionable “Minis� in the Chicago area. Our focus is creating an environment where children are encouraged to express their creativity and individuality through fashionable apparel.
Shared Values • Company • Culture • Customer •Competition
Company Fashion forward Children’s wear from infant – 12 years. Children shoes, accessories, and on the go nick-knack’s. We are a store that caters to the child. Offering the “Candy Corner” for the children along a TV room, entertaining the child while giving mom the time she needs to focus on finding what she needs. Style Minis offers monthly and seasonal events, such as fashion shows and nursing rhyme readings.
Culture Kid focused boutique Employee: Young- Middle age (20s-30s), experience w/ kids, stylish, outgoing, vibrant, punctual, organized, is able to connect with the customer (both parent and child) Customer: Mother, family friends, grandparents
Customer Profile - Stay- at- Home Mother - Age: 34 - Occupation: N/A - Education/Degree: University of Missouri – Columbia, B.J - Residence/Type & Location: Condo, New York City - Marital Status: Married - Spouse’s Occupation: Doctor, Lawyer, Business consultant - Children/Ages: 3, infant – 12 years old - Personality: Spends a lot of time with kids, likes do adventurous family fun event (ex. Rock climbing, hiking, etc), highly involved with children activities “soccer mom” - She’s not an impulse shopper, she - Depending on the occasion, but can’t be fully considered a destination store because we don’t offer other necessities, like supplies *shoes - Unlimited income.
Competition Style MINIS is a lifestyle store dedicated solely to children. Unlike our competitors, we offer high quality trendy clothing for kids that are price in the bridge wear category.
Brands A for apple is a children’s clothing line designed for fashion forward kids ranging from newborns to five-year-olds.The line consists of edgy basis mode of the highest quality ecofriendly materials and organic cottons. New Born - 5 years.
Brands Bleu H. is a brand that continues to draw inspiration from street trends and makes them accessible and appropriate for the kids wear market.
Brands Mini Rodini is a brand that is tribute to all children, their imagination and sense that everything is possible. While the aesthetic is playful and humorous – may speak to children.
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Location Fact Sheet Store Location: Halsted Street Cross Streets: W Dickens Ave / N Halsted St Neighborhood: Lincoln Park
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Location
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Places in the area - St Vincent De Paul Day Care - Lincoln Park High School - Baseball Field/Football Field - Athenian Room - Starbucks - Starfruit Cafe - Starbucks - 711 - Nine West - Bebe - Francesca’s .....many more
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Location Fact Sheet - Total Square Footage: 1,235 Sq Ft - Shape of store: rectangular Entrance/Exit: 2 - Windows: 2 big ones at the front of the store - Monthly Rent: 1, 230 - Air conditioning and heating: Central
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Location Fact Sheet Terms of a lease: keep clean environment, Report anything broken Realtor fee: 5% of the price of home Common area charges: 1,000 (anything to make the place look good) Expenses occurred by lessee: Tax, lighting, water, utilities, phone bill, cleaners.
Plan-0-Gram
Store DĂŠcor and Visuals
Tables
Store DĂŠcor and Visuals
Store DĂŠcor and Visuals
5 Senses 1. Touch Children will be able to grab whatever their heart desires in the infant section. We will have stuffed animals for them to play with as their parents are shopping. 2. Taste In our store we have a candy corner by the register where the kids an get coins so they can spend it on the candy that they desire. The candy will range from holiday candy, to regular candy. We will have non choking candy so that the kids can eat whatever they want without their parents saying no. 3. Hear We will be playing music that ranges from toddlers to the latest hits. It will consist of artists such as Justin Bieber, Selina Gomez One Direction, Disney music, and even nursery rhymes.
5 Senses 4. See In Style Minis, we have a bright and cheerful vibe throughout the store. This will both attract parents and children. In the back candy room, we have plasma TVs where the kids can watch children shows and movies from Disney to Nickelodeon. 5. Smell In Style Minis we have a sweet and fruity smell to draw in the children. They will have a craving for the candy and the fun from the moment they walk in.