JulisaNicole | Creative Marketing |
ProductDevelopment
Pigment| Brand Extension AICA-SF FM3323 FA12
AICA-SF FM3323 FA12
| Background Sephora is a beauty retail concept founded in France; the retailer carries classic and emerging brands in various categories such as: haircare, skincare, fragrance, as well as their own private label of nail polish and cosmetics. Sephora is the leading chain in cosmetics and perfume in France and has a powerful presence in many other countries around the world. The company is owned by the leading luxury goods group LVMH (Louis Vuitton Moet Hennessy). Sephora stands out from other cosmetic retailers due to their unparalleled assortment of prestige products, unbiased service from experts, interactive shopping environment, and innovation. A new high-end nail polish line from Sephora’s private label would allow the retailer to compete with the more affordable brands as well as with the higher-end nail labels such as Julep, Butter London and Essie. This would also create a more diverse selection in nail lacquer and decals that cater to the brand-conscious and nail-obsessed woman.
Source: Sephora.com
AICA-SF FM3323 FA12
Inspiration|
AICA-SF FM3323 FA12
Images from google.com
| Trends ‘13 Solid Colors Although nail art and decor have been very popular as trends, solid nail colors have also been popular. There is an appreciation for bright, nude, and dark color nail polishes that use new gel technology.
Nail Effects Nail polish manufacturers have begun to explore new textures such matte, leather, and denim. Other effects include magnetic, crackle, feathered, and velvet polish become the newest trend in Nail Art.
Nail Decor Nail Decals and decor have also become major trends in nail art and have taken manicures to the next level. Nail decals and decor contain 3D rhinestones, bows and beads. Another large category in nail decor are nail stickers that customers can apply as a full manicure; these have animal prints and patterns on them. Nail art brushes and pens that allow for manual art, hand painted- nail adornment, and creative freedom are also popular.
Source: Stylesight.com AICA-SF FM3323 FA12
Target Market| Demographics & Psychographics Sephora’s target market is a working 18-25 year old woman who loves all things fashion and beauty. When she’s not out shopping she spends her time reading beauty and fashion blogs. She is a bold yet feminine woman, who lives a fast-
Our target customer is a college student or a recent graduate. She lives on her own in an urban or metropolitan city and often enjoys socializing and the night life. She is a health conscious foodie and enjoys eating out with friends and loves to pamper herself by doing her nails weekly. As a tech savvy woman she always carries her phone or tablet and spends a lot of time Instagraming and blogging. Her monthly reads includes Vogue, Elle, and People Style Watch magazines.
AICA-SF FM3323 FA12
Images from google.com Images from meeknmild.com
| Product Line
Shimmer & Colors
Glitter Print
Colors AICA-SF FM3323 FA12
Colors & Sparkles
Line Sheet| Style #: 00012
Style #: 00013
Style #: 00014
Style #: 00014
Description: Shimmerless High gloss nail colour
Description: Neutral high gloss nail colour
Description: Glitter effect nail colour
Description: Nail treatments and effects
Price: $10.00
Price: $10.00
Price: $10.00
Price: $10.00
Colors:
Colors:
Colors:
Top Coat Base Coat Matte Coat
Style #: 00015
Style #: 00016
Style #: 00017
Description: Shimmer polka dot nail decal
Description: Color with metallic dots nail decal
Description: Glitter zebra print nail decal
Price: $12.00
Price: $12.00 Price: $12.00
AICA-SF FM3323 FA12
| Branding Typography
Primary
Secondary
Always Forever
Champagne & Limousines
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz !@#$%^&*()_+{}|?<>~ !@#$%^&*()_+{}|?<>~
AICA-SF FM3323 FA12
Logo
Nail Polish bottle
Nail Decal packaging
PigmNailentDecal
Pigment Nail Colour Vernis
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| Marketing Sephora.com
Pigment
Nail Colour By Sephora
Shop Now
Pigment
Nail Colour
<
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Introducing
IPhone Color Picker App
By Sephora
AICA-SF FM3323 FA12
Nail Decal Advertisement
Online Advertisement
PigmNailentColour
Pigment
By Sephora
Buy two nail polishes and receive a free pack of nail decals
Nail Colour By Sephora
Shop Now
AICA-SF FM3323 FA12
www.google.com
BrandMarketing
Sweet Delight |Dessert Bar AICA-SF FM3315 SU12
is a vintage themed dessert bar in Palo Alto, California that offers more than just cupcakes. Sweet Delight offers an environment where customers are encouraged to come in, order, and sit down to enjoy their sweet treats. We are looking to be the most enjoyed atmosphere of the local coffee shops. Our employees are dedicated to creating desserts and maintaining a â&#x20AC;&#x153;sweetâ&#x20AC;? and comfortable space for everyone to enjoy. We also offer catering and local delivery services for events and parties.
Sweet Delight
About Us
Our dessert bar is located on University Avenue in downtown Palo Alto, parlors, and small shops; however there are no direct competitors located on the street. Just a few blocks away one of our main competitors, Sprinkles Cupcakes, is located at the Stanford Shopping Center. Our second competitor is located a couple of streets over at Town & Country Plaza. Both competitors specialize in cupcakes and use the â&#x20AC;&#x153;order and enjoy on-the-goâ&#x20AC;? approach with limited seating. Where as Sweet Delight offers an inviting environment where customers can sit and enjoy cake pops, cupcakes, macaroons, cookies, and other treats.
Location
www.google.com @passionforbaking
Perceptual Map Higher Price
Sweet Delight
Less Accommodation
More Accommodation
Lower Price
Palo Alto, Ca
Sweet Delight focuses on providing the most enjoyed atmosphere of the local coffee shops with affordable pricing. Our competitors focus mostly on products and use the cash and carry approach with minimal seating and very little amenities and accommodations. However Starbucks, is a strong competitor for the home away from home experience.
Sprinkles Cupcakes www.google.com
Karaâ&#x20AC;&#x2122;s Cupcakes
Our primary customers are young women from ages 18 to 29 who are health conscious but enjoy a sweet treat every now and again. Our customer is a high school or college student and enjoys studying or reading in local cafes. She is also very tech savvy, supports Mac products and upgrades frequently and lives an active lifestyle at home with her middle to upper class family or on a college campus and enjoys shopping and hanging out with friends and peers.
Target Market
www.zipskinny.com www.claritas.com
The secondary customer is aged 30 to 49 and is a business professional or works in management. She has a bachelors degree or higher, is very health conscious and only partakes in sweets and desserts on special occasions or during work events. She is a home owner who is married and has children in high school or college.
www.google.com
Branding
Logo
Color Story
RGB: 205 230 195 CMYK: 20 0 29 0
RGB: 184 217 218 CMYK: 27 4 13 0
RGB: 245 240 197 CMYK: 4 2 27 0
RGB: 222 173 178 CMYK: 11 35 20 0
Typography Primary
Coneria Script Aa Bb CcDd Ee Ff GgHh IiJj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789|~`@^&?<>
Secondary
Avenir Light Aa Bb CcDd Ee Ff GgHh IiJj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789|~`@^&?<>
www.google.com
PR & Promotions
www.google.com
Sweet Delight will hold a grand opening on Friday, August 30th, 2013 at the dessert bar’s location on University Avenue. The Milk & Cookies times of the day: 12 pm to 4 pm and 6 pm to 9 pm. The earlier event will be open to the general public and will be a family friendly event offering a “sweet” environment and free milk and cookies for all. In the evening, Sweet Delight will offer a 21 and over event serving Milk shooters and cookies with a sweet yet sophisticated atmosphere for mingling and networking.
Online & Mobile Presence
About Menu Services
Sweet Delight
Location
Website
Sweet Delight will have a mobile presence that consists of Pintrest, Facebook, and Foursquare. Upon checking in on Foursquare during given a free treat. On Pintrest, followers will be able to follow dessert trends and re-pin beautiful photos of desserts and event catering by Sweet Delight and other â&#x20AC;&#x153;sweetâ&#x20AC;? repinners.
Mobile www.google.com www.depla.net
Retail StoreConcept
Brazen| Womenâ&#x20AC;&#x2122;s Fashion Interior Designer Kaela Newkirk
AICA-SF FM3320 WI13
Location Profile: -2,770 square feet -Population: 34,797 -Median Age: 38.3 -Median Income: $71,300 -Consumer Spend: $1,010 MM -Consumer Spend ($/HH): $57,063 -Neighboring businesses: Marc by Marc Jacobs, Mac Cosmetics, Jurlique San Franciscoâ&#x20AC;&#x2122;s Fillmore Street is a fashionable location for up-and-coming labels and is also on the map as the next destination after Los Angeles and New York for fast-growing national and international brands. It is also a major shopping destination with a wide variety of eateries and boutiques, making it a very desirable area to open up a fashion retail space.
Store inspiration: The inspiration for Brazen was gathered from retail spaces that were decorated minimally with a pop of color and a futuristic design. The stores used a lot of black and white with lighting playing an important role in the space. Inspiration was also taken from modern use of technology, and stores that use non-traditional displays for clothes and accessories.
www.bizjournals.com www.retaildesignblog.net
Store Concept: The store concept for Brazen is a minimalist space that acts as an art gallery presenting products as wearable and shoppable art. The design is innovative, yet modern with lighting playing an important role in creating the store atmosphere and mood. At Brazen, lighting is incorporated into the clothing displays. Brazen is a showroom equipped with IPad technology to enhance the shopping experience Customers can also work one-on-one with consultants in a private area
PRODUCED BY AN AUTODESK STUDENT PRODUCT
13' - 7 3/4"
23' - 5"
MERCHADISE STORAGE CLOTHES DISPLAY
REFRESHMENTS
4' - 1 11/16"
MERCHADISE PACKING AREA
FRONT WINDOW DISPLAY
SMALL OFFICE
WHITE FLOOR BLACK FLOOR
DRESSING ROOM UNISEX RESTROOM
3' - 4 1/32"
SEATING AREA
BREAK AREA FRIDGE
9' - 0"
DRESSING ROOM EMPLOYEE STATION
DISPLAY
PLATFORM
TAILORING ROOM CUSHIONED BENCH
3' - 11"
SHOE/ ACCESSORIES AREA
SHOE/ ACCESSORIES DISPLAY
PRODUCED BY AN AUTODESK STUDENT PRODUCT
Front Entry and Elevation
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
RGB: 142 147 162 CMYK:0 0 0 100
2X2 RECESSED LINEAR BOX
LED RECESSED LINEAR LIGHT FIXTURE
2X4 RECESSED LINEAR BOX
2X2 RECESSED LINEAR BOX
6" RECESSED DOWNLIGHT CAN
8" RECESSED DOWNLIGHT CAN
6" RECESSED FRAMED DOWNLIGHTS
6" RECESSED DOWNLIGHT CAN
8" RECESSED DOWNLIGHT CAN
6" RECESSED FRAMED DOWNLIGHTS
RGB: 58 83 164 CMYK:88 77 0 0
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
RGB: 0 0 0 CMYK:0 0 0 100
2X4 RECESSED LINEAR BOX
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
Color Story:
PRODUCED BY AN AUTODESK STUDENT PRODUCT
LED RECESSED LINEAR LIGHT FIXTURE
Clothes Display Detail
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
4' - 3"
PRODUCED BY AN AUTODESK STUDENT PRODUCT
LIGHT DISTRIBUTION
ADJUSTABLE SHELVEIFNEEDED
1' - 11"
8" RECESSED DOWNLIGHT CAN
6" RECESSED FRAMED DOWNLIGHTS
0' - 4"
PRODUCED BY AN AUTODESK STUDENT PRODUCT
6" RECESSED DOWNLIGHT CAN
Mirrored and PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
2X2 RECESSED LINEAR BOX
LED LIGHT STRIP - TYP
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
RGB:255 255 255 CMYK:0 0 0 0
2X4 RECESSED LINEAR BOX
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
LED RECESSED LINEAR LIGHT FIXTURE
OPEN SOFFIT
Black and white Stripped Accents
Accessory Display Detail
Y
Y
PRODUCED BY AN
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
LED RECESSED LINEAR LIGHT FIXTURE
2X4 RECESSED LINEAR BOX
PRODUCED BY AN AUTODESK STUDENT PRODUCT
Dressing room Detail
AUTODESK STUDENT PRODUCT
LED RECESSED LINEAR LIGHT FIXTURE
8" RECESSED DOWNLIGHT CAN
6" RECESSED FRAMED DOWNLIGHTS
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED BY AN AUTODESK STUDENT PRODUCT
PRODUCED
6" RECESSED DOWNLIGHT CAN
PRODUCED BY AN AUTODESK STUDENT PRODUCT
2X2 RECESSED LINEAR BOX
PRODUCED BY AN AUTODESK ST
2X4 RECESSED LINEAR BOX
PRODUCED BY AN AUTODESK STUDENT PRODUCT
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