KIARA VALLINS-KOERTGE
Retail Space Inspiration
The geographical location for the store layout is essential for maximising the number of customers that visit the store. The positioning of the physical store should be easily accessible (and with car spaces nearby), the interior and exterior of the business should be inviting, visual merchandise should be on advertised in the window displays etc. The placement of the store should have access to suppliers (at low operating cost) opposed to receiving and distributing shipments internationally. The level of competition should be evaluated in the area for inserting a new business into the market to compare what other stores have on offer.
The physical space of the store should feel open and allow the consumer to have a clear visibility of the products for sale. The interior set of the store aims to communicate an environment that entices the customers to buy and feel comfortable to try on the clothes. The color scheme of the store would be minimalistic (Black, charcoal, white and variating tones of grey). By displaying a monochromatic color scheme allows the merchandise to pop out and draw attention to customers. There would be interior and exterior displays situated at eye level, diverse body size mannequins, warm light to convey a sense of comfort, fitting rooms would have three perspective mirrors to allow the customer to see how the clothes look on them at multiple angles. The layout of the store would use a free-from layout because it allow the customer to browse through the store and around multiple racks and display stands.
Store Layout Design
Visual merchandising is the practice of creating an aesthetically pleasing and appealing display of products in a retail setting. The goal of visual merchandising is to entice customers to enter a store and make purchases. This is achieved through various techniques such as product placement, lighting, color coordination, and signage. Visual merchandising is an important aspect of retail marketing and plays a crucial role in creating a positive shopping experience for customers. It is used to communicate a store's brand image, attract customers, and increase sales. Effective visual merchandising can help a retailer differentiate itself from competitors and establish a strong brand identity.
Target Customers
The target audience is initially for women between the ages of 16-25 years old. We aim to bring awareness to the importance of physical activity and encourage our consumers to participate in regular exercise. By incorporating activewear for a younger demographic age group (mid teenagers) it is likely to retain these loyal customers through a lifetime of healthy life choices. The size range is intended to support all body shapes to maximize the address market. We support inclusivity and diversity of our customers. Over time, the brand will expand to a broader age group of women as well as men and children.
Merchandise
The brand will be positioned as an up-market /premium brand of high quality and durability merchandise. Some competitor brands include Lululemon, Nike, Adidas. We want our target customers to perceive our brand’s identity to be fun, athletic, youthful but not out of reach or pretentious. Our products will also be positioned as environmentally sustainable and ethical. The products will focus on a variety of sporting markets such as marathon running wear, swimwear, yoga, fitness etc. With specifically designed products for each of these segments.