authenticitie.
Capstone Project | Madison Todd | Professor Grace Canepa | FASM 430 | Winter 2019
table of contents. 01. Proposal 02. Brand 03. Location 04. Customers 05. Competitors 06. Branding 07. Marketing 08. Products 09. Visuals 10. Tech 11. Conclusion
proposal.
objective.
To research the topics that encompass retail, specifically in technology, visual merchandising, branding and marketing. By using this information, I will create a boutique that has the potential to be successful in it’s surrounding market through each of the retail trends mentioned above.
aims.
- Research and better understand the ever - changing retail landscape - Understand the technology that customer’s want and how to implement it without being to invasive - Create a cohesive branding and marketing platform for the retail space - To create a visual representation of merchandising techniques in the store front
the brand.
philosophy.
Authenticitie doesn’t mean airing out all your dirty laundry, but it does mean really and truly living in your own skin. Your skin has bruises. It has imperfections. There are parts of it that you probably don’t like and you might be worried that other people might not like them either. Authenticitie isn’t perfect or safe, but it is real. There is intrinsic value in who you really are, not who you want to be or wish you were, but who you really are and how you really feel. The real you is where passion happens. It’s where progress happens. It’s where compassion and truth and adventure happen.
key words.
she she she she she she she she she she she she she
is is is is is is is is is is is is is
genuine. beautiful. loving. graceful. understanding. fearless. curious. open-minded. passionate. grateful. vulnerable. courageous. authentic.
mission statement. At Authenticitie, we strive to build a lasting relationship with our customers through genuine kindness and motivation to do what is right. We want to encourage our customers to embrace their flaws and find classic pieces that they are comfortable and beautiful in at Authenticitie.
location.
denver, colorado. - Population: 678,467 - Well known for its sustainability efforts - Tech savvy area - #10 City for Millenials in America
Larimer Square Denver’s Historic Downtown Shopping District Home to independent shops, chef - driven restaurants, and lively bars and clubs Larimer Street was founded in 1858 and the area has been booming since
customers.
Grace Snow. - The Regular - 27 years old - From Boston, MA - Moved to Denver for work after college - Works at a start up marketing company in downtown Denver - Honest, Caring, and Creative - Values her education and the career it has given her - Calm heart and soul that allow her to relax with a good book - Interested in gardening, a stylish, but sophisticated wardrobe, and intriguing people - Lives a healthy lifestyle as she has celiac disease
Charlie Rose. - The Tourist - 34 years old - From Orange County, CA - Came to visit Denver with her husband - Works on her successful cooking blog inbetween travels - Genuine, Courageous, Speaks her mind - Values time spent with her husband and friends - Spunky attitude that can be calmed with a glass of red wine - Enjoys engaging with followers on social media - Lives a hectic lifestyle, between traveling, cat - walking (literally) and being a full-time trendsetter
competitors.
denver stores.
larimer square boutiques.
branding.
typography. - Bold typography is big in 2019 - Sans Serif & Serif rule
Botera Montserrat
color. - Natural, technological, and neutral colors
tagline. - Catchy slogan customers will remember you by
Because perfect isn’t cool anymore. Because perfect isn’t cool anymore. Because perfect isn’t cool anymore. Because perfect isn’t cool anymore. Because perfect isn’t cool anymore. Because perfect isn’t cool anymore.
final logo.
a a a
authenticitie. Because perfect isn’t cool anymore.
- Bold typography with the catchy tagline - Watermark with an ‘a’ and half circle to represent the swift typography - Emerald, Grey, and Navy
authenticitie. Because perfect isn’t cool anymore.
authenticitie. Because perfect isn’t cool anymore.
in-store packaging.
brand aesthetic. - Natural brand essence - Elegant, clean minimalism - Love for humanity
marketing.
promotion. denver boutiques.
Digital
Events
print boudenver tiques. advertising.
a
We are located in Larimer Square in Downtown Denver, right next to the Leopold’s Ice Cream Shop!
authenticitie. Because perfect isn’t cool anymore.
Authenticitie is an upscale women’s boutique in Downtown Denver. The brand offers many luxurious products ranging from apparel to home decor. Authenticitie believes in being genuine to yourself and to others; that you are beautiful just the way you are, no matter what anyone says.
Come shop with Authenticitie and
save 10% on your next purhcase when you bring this brochure!
authentiticitie. Denver Style Magazine
Because perfect isn’t cool anymore.
Larimer Sq., Denver, Colorado / 918.555.1234 / info@authenticitie.com
Boutique Hotels Brochure
digital advertising.
E - Commerce
Airport
Social Media
MicroInfluencers
airport.
e - commerce & social media.
micro influencers
local events.
To attract local customers and become more invested in the Denver community, Authenticitie will host events, such as: - Blogger / Influencer Meet & Greets - Personal Stylists Styling Sessions - Partnering with businesses for local night out - Artisan pop - ups - Many more
promotional activity.
January Denver Happenings Marketing Print
February
Art Haven New Brochure
March Fashion Week
Denver Style
April Spring Break
May
Summer New Brochure
Digital Website and Social
In - Store
Influencers Holiday Sale Graduation for Spring Break Stylist for Body Care Travel Agent Graduation Local Florist Fashion Artisan Pop Up Gift Artisan Week
June July Pride Fest / County Fair Jazz Fest
August Back to School
September Taste of Colorado
New Brochure DEN Airport DEN Airport Ad Ad
New Brochure
Denver Style
Summer Essentials
Fun in the Sun
BTS Sale
Body Care Artisan
Stylist for BTS/Work
Intro Kid Section for BTS
Intro Clothing to TOC
October Beer Festival
November
December
Film Fest
Holiday
New Brochure DEN Airport DEN Airport Ad Ad
Local Brewery Pop Up
Cyber Monday
Holiday Shopping
Black Friday
Holiday Shopping
products.
vibe.
- Classic staples pieces in neutral colors that women can take from day to night - Sustainable and eco - friendly - Pieces that fit every woman, no matter their shape or size
brands.
Pact - sustainable basics company, $40 - $80 People Tree - London based, organic cotton based, fun prints, $50 - $200 Hackwith - Made in USA, wardrobe essentials, X-Small - 4X, $50 - $200 Outdoor Voices - activewear brand made of eco - friendly, durable, and high quality material, get out and move, $45 - $85 Nisolo - footwear and accessories company in Nashville, artisan made pieces, fair trade extremes, transparent production, $28 - $229
brands.
Pact - sustainable basics company, $40 - $80 People Tree - London based, organic cotton based, fun prints, $50 - $200 Hackwith - Made in USA, wardrobe essentials, X-Small - 4X, $50 - $200 Outdoor Voices - activewear brand made of eco - friendly, durable, and high quality material, get out and move, $45 - $85 Nisolo - footwear and accessories company in Nashville, artisan made pieces, fair trade extremes, transparent production, $28 - $229
brands.
Pact - sustainable basics company, $40 - $80 People Tree - London based, organic cotton based, fun prints, $50 - $200 Hackwith - Made in USA, wardrobe essentials, X-Small - 4X, $50 - $200 Outdoor Voices - activewear brand made of eco - friendly, durable, and high quality material, get out and move, $45 - $85 Nisolo - footwear and accessories company in Nashville, artisan made pieces, fair trade extremes, transparent production, $28 - $229
brands. boudenver tiques. Pact - sustainable basics company, $40 - $80 People Tree - London based, organic cotton based, fun prints, $50 - $200 Hackwith - Made in USA, wardrobe essentials, X-Small - 4X, $50 - $200 Outdoor Voices - activewear brand made of eco - friendly, durable, and high quality material, get out and move, $45 - $85 Nisolo - footwear and accessories company in Nashville, artisan made pieces, fair trade extremes, transparent production, $28 - $229
brands.
Pact - sustainable basics company, $40 - $80 People Tree - London based, organic cotton based, fun prints, $50 - $200 Hackwith - Made in USA, wardrobe essentials, X-Small - 4X, $50 - $200 Outdoor Voices - activewear brand made of eco - friendly, durable, and high quality material, get out and move, $45 - $85 Nisolo - footwear and accessories company in Nashville, artisan made pieces, fair trade extremes, transparent production, $28 - $229
visuals.
floor plan.
For the floor plan, we decided to go with a very simple layout. This was due to all of the research conducted on visual merchandising. The floor plan will be very similar to this, and as items are placed and measured in the store, more furniture will be bought and placed throughout.
representation.
tech.
tech implementation. Voice Activity & AI machines used in back of house for daily tasks. Beacons used to draw customers in through servers and wireless frequency. Smart mirrors used for shoes and accessories, also to drive traffic to the store.
conclusion.
risks.
- Being copied - Not having the traffic - Not having the aesthetic that is appealing to the customers
successes.
- Denver doesn’t have anything like this - Technology is their #1 driver - Sustainability is a movement throughout Colorado
because perfect isn’t cool anymore.