Erie Street Apparel
Store Surroundings Brand name: Erie Street Apparel Type of services: Fashion retail store Location: 201 E Erie St, Kent, OH 44240 Approximate store size (sq ft.) : 828 sq. ft. (34.5ft × 24ft)
Target Customer
Age Range: 18-25 Gender: Female
Income: Part time job while in school or new full time job just out of college Living: On or near a college campus Occupations: Students or recently graduated Spending pattern: Once a month or less; don’t have expendable income Favorite fashion trends: Likes pieces that can be dressed up or dressed down and can be worn in multiple ways, likes trendy statement pieces, loves layering, likes comfort
Lifestyle/Hobbies: On the go, loves going on adventures, loves going to concerts, drinks coffee, pays a lot of attention to social media, constantly listening to music, enjoys her downtime, loves to hang out with her closest friends, likes to read
Customer Profile
Fashion Style General Info Main Style Concept: Trendy, versatile, variety, easily mixed and matched Major Competitions: Fig Leaf, Forever 21 Price Range: Low to Medium Price Range $10 ~ $80
Fashion Style
Fashion Style
Look #1 – Campus Casual Sweater: 1 style / 4 colors / 4 sizes Jeans: 1 style / 3 colors / 6 sizes Boots: 1 style / 2 colors / 4 sizes Glasses: 1 style / 1 color / 1 size Backpack: 1 style / 2 colors / 1 size
Look #2 – The Weekender Cardigan: 1 style / 2 colors / 5 sizes Top: 1 style / 4 colors / 5 sizes Leggings: 1 style / 1 color / 5 sizes Boots: 1 style / 2 colors / 4 sizes Bracelets: 1 style / 3 colors / 1 size
Look #3 – Coffee Shop Chic Fuzzy Cardigan: 1 style / 1 color / 5 sizes Tank: 1 style / 4 colors / 5 sizes Jeans: 1 style / 2 colors / 6 sizes Flats: 1 style / 3 colors / 4 sizes Purse: 1 style / 3 colors / 1 size
Categories Accessories Shoes Jeans & Leggings Cardigans Tops & Sweaters
Assortment Plan Items Look 1 Sweater Jeans Boots Glasses Backpack Look 2 Cardigan Top Leggings Boots Bracelet Look 3 Cardigan Tank Jeans Flats Purse Total
# style 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
# color 4 3 2 1 2 2 4 1 2 3 1 4 2 3 3
# size 4 6 4 1 1 5 5 5 4 1 5 5 6 4 1
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $
Retail $ 24.99 29.99 24.99 9.99 19.99 19.99 14.99 19.99 29.99 9.99 39.99 19.99 29.99 19.99 34.99
# SKU 16 18 8 1 2 10 20 5 8 3 5 20 12 12 3 143
% SKU 6.3% 19.6% 24.5% 10.5% 39.2% % SKU 11.2% 12.6% 5.6% 0.7% 1.4% 7.0% 14.0% 3.5% 5.6% 2.1% 3.5% 14.0% 8.4% 8.4% 2.1% 100.0%
Floor Plan Inspiration
Planogram Inspiration
Faรงade Inspiration
Floor Plan
ď ąThe floor plan is an asymmetrical design, with more of the products displayed and located on the left side of the store, while the cash wrap is located on the right side. The restroom is located in the back left corner, while the dressing rooms and office are located on the right corner. A small seating area separates the bathroom from the dressing rooms as a place for customers to sit and relax while they wait for a dressing room to open up.
Planogram
ď ąThe two planograms are of one hanging rack comprised of tops and sweaters and one shelving unit comprised of various shoes. The hanging rack is featured in front of one of the bay windows and the shoe shelf is located on the left wall. The hanging rack features tops and sweaters in all available colors as well as sizes. The shoe shelf features shoes such as boots and flats in all available colors, displaying the sample size only. A change to my planogram that I would make would be to also feature either another hanging rack or another shelving unit, with either accessories or pants.
Façade
ď ąFor the façade, I kept with the stone walls like inside, using a different style and color stone. The large bay windows create depth, while also allowing customers to get a good look inside the store before walking in. I added the window sill flowers as a touch of character, while also adding a soft contrast to the hard and dark stone. I also added a light fixture above the door to illuminate the store front at night.
Conclusion
ď ąI believe that Erie Street Apparel is a modern and clean design. I feel that it has a very welcoming store front and an inside that is modern and well organized. There’s not so much product on the floor that it feels overwhelming, but there’s just enough to keep a customer intrigued. I think this store would be good for downtown Kent as there are not many other clothing stores that cater to the college student demographic while also catering to the college student budget.