2. Situation and Objective
“The "Fashion School Store" (FSSTORE) was launched as a Fashion School retail/lab
venture in downtown Kent, Ohio in Spring 2012. This live retail environment exists to allow
faculty and students to research and test design, production, buying, marketing, sales, and
planning models in a live retail setting offering both unique merchandise presentation
techniques and unique products to the greater Cleveland metropolitan area. The goal is to
utilize the talents and resources available through the Fashion School, using the FSS as a
showcase.
Through brainstorming sessions and meetings with the Fashion Store Curatorial Committee
and the Fashion Store Target Market/Positioning Projects, it has been identified that there
are a number of opportunities for additional product to be added to the store’s assortment.
To develop a plan for an apparel or non-apparel product line for the Fashion School Store
for Fall 2015.
4. Fashion School Store Target
Market
By: Chelsea Ives
Most of the foot traffic comes from
students but it is the higher-income
women from ages 30-50 that are making
the real purchases. These customers are
from the surrounding areas of Kent.
Students wouldn’t normally be able to
afford much of the one-of-a-kind pricey
pieces that the Fashion School Store
offers. The school store brings in
customers because of its unique idea of
fashion business students running the
store as well as student designers
creating and supplying most (about 65%)
of the inventory. Many alumni come back
to check it out and are inspired by the
young talent and want to support Kent
State Fashion programs. Another great
market that the fashion school gets
noticed by is future and current fashion
student families. While on a tour or
visiting, the Fashion School Store is
5. Complete Competitive Analysis of the
Market
By: Coretha Powell Figleaf:The first Figleaf Boutique opened in Athens, OH, near the Ohio University campus in 1995!
They now have 6 brick and mortar boutiques in: Athens, Columbus, Kent, Pittsburg, Morgantown, and
Lexington. Accessories selection- Figleaf does carry necklaces, bracelets (cuffs), and rings. They only
carry rings in the store but they do have a website. The accessories selection online could be better, but
the fashion school does not have a website so that is an opportunity for growth. However, the
accessories selection at Figleaf is very typical. It’s the kind of jewelry you can find at charming Charlie’s
or forever 21. Our jewelry line has a sense of individuality. It also gives the customers the feeling of
being a part of something when they wear it. The Fashion School” logo is exclusive which attracts
people.
One Love Boutique: Started by a KENT STATE GRADUATE in 2011 by the name of April with her
parents. It is a Yoga studio, a boutique, and a natural café.The difference between our accessories and
One Love’s accessories is the fact that One Love focuses on natural looking styles and also natural
craftsmanship. That will appeal to a certain customer, while our products will most likely attract a totally
different person.
Carnaby Street: Mission Statement: inspired by the passion and energy of London's fashion center,
Carnaby Street Style brings affordable, dynamic, and trendy clothing, shoes and accessories to Kent,
Ohio.Carnaby Street might be one of our biggest competitors simply because of their HUGE accessory
collection. They have a lot to choose from but their downfall is that their accessories can also be
duplicated.
Graceylane: Mission Statement: Gracylane is a locally-owned boutique that prides itself on its unique
gifts and collectibles as well as outstanding customer service.Gracylane has nice accessories as well
but much like the rest of our competition their exclusivity is not as advanced as ours. We can say that
they are unique compared to most boutiques in Kent, but they still do not have the same customer
attraction that we will have based off just the fashion school students wanting to represent their school
and passion, but also their friends, and the community of Kent.
Hudson/InStyle Accessories: Mission Statement: in Style Accessories is an individually, locally owned
boutique situated in the charming First and Main Shopping District of Hudson, Ohio. Carrying everything
from fine leather handbags to statement evening clutches, hand crafted metal jewelry to sparkling
crystal pendants, trendy scarves and urban chic hats; we truly carry it all. We believe in bringing our
guests the highest in quality and providing the very best customer service. In Style Accessories has a
nice selection of accessories and has a main focus on quality. However, the price points as far as
accessories go are very different. In style is a lot more expensive than the fashion school store. Another
advantage they have is being an authorized retailer of Chamilia jewelry and has the largest selection of
Chamilia product in North East Ohio. But for typical college students that may be a little too high priced.
Tremont/ Banyan Tree: Mission Statement: Our clothing ranges from classic comfortable day wear to
on-trend styles that are perfect for special occasions plus all of the accessories to match! We love our
local designers and carry several locally made products including hand poured candles, jewelry, and
glassware. Established in 2001. Banyan Tree is a little far from Kent however, they are a huge
competition. They have exclusive jewelry from local designer, as do we and they also have an
6. Concept and line Development
By: Ashleigh Lentz
My concept for developing a line at the Fashion School Store
focused in on jewelry. From previous sales records and asking
many of my fellow colleagues the specialized items do not sell
well. For example the more generalized, less designed Fashion
School Store signature tote is among the best selling items. Not
only because of the price but of the look it gives. Having this tote
signifies from a distance you are from the fashion school and
gives the student a sense of identity and being a part of a whole
as a group.
I want to transfer this strategy over to a small jewelry collection.
Students have boosted the sales of products that have to
Fashion School name or logo on it. I want to create and develop
a plan for a ring, a charm bracelet, a wrap bracelet, a necklace
and a watch all incorporating the logo, the name or both.
The current lines of jewelry being sold at the Fashion School
Store is not a steady flow of inventory. Some scrabble necklaces,
and string wrapped bangles, with an assortment of student made
or local crafts. There is yet to be a jewelry product with the logo
of the Fashion School Store or School.
9. Visual Merchandising and
Marketing
By: Jessica O’Day
To go along with our minimalistic & simplistic theme, our
visual merchandising will reflect that as well.
The rings, necklaces, and bracelets will be laid out amount a
clear glass table.
For the window displays, we will using fishing line to attach to
the tops of the windows with various lengths.
At the end of the fishing line we will tie either a ring or a bracelet or
a necklace to the bottom of it to give the effect of floating.
