2. Store Name
The name we have chosen for the store is The
Victorian Rose to represent us as business owners and our
merchandise. The store’s name will help communicate the
image ideas we have generated to potential customers by
depicting an image of classy vintage with a delicate
modern twist as our customers are taken back to the eras
of Victorian styles and delicate lace and fabrics. The
modern twist is simply the customers as they get to choose
from numerous amounts of vintage formal wear such as
dresses, shoes, formal outwear, purses, and accessories. As
a business, we see our customers as roses because they will
tap into their beautiful, feminine side as they enter our
store.
3. Target Customer
The Victorian Rose’s target customer is a fashion-
forward, hopeless romantic, girly girl, whose style is inspired
by being a lady always. Our woman is considered a
socialite who is not afraid to stand out by dressing up for
any occasion. She always has the perfect outfit due to her
appreciation for the past fashion trends. She craves for
independence, humanity, empowerment, and unity as
women. We target women who are feminine and
knowledgeable of fashion ranging from the ages 18-33.
Our customers have degrees in photography, architecture,
merchandising, and marketing with jobs such as blogging,
public relations, and designing. Their average yearly salary
ranges from $40,000 to $75,000.
4. Mission Statement
Our store’s purpose is simply to cater to the
fashion enthusiast woman by providing superior
vintage merchandise that exemplifies her personal
style as a lady. She knows her style and we want our
customers to feel valued for their love of vintage flare.
Our store encourages fun and easy shopping, as our
sales associates will be a helping hand.
5. Brand Image
The brand image our company wants to
convey is a delicate vintage style. Our lady
appreciates the past trends but also stays true to
herself. Our store will carry a multitude of
merchandise that she can have fun mixing and
matching. The atmospherics will consist of light pinks
and greys as well as chandeliers, brick walls, pearls,
old lace, etc. to bring a balanced, contemporary
vintage elegance to life.
6. Merchandise
In our store we will carry vintage formal dress
wear. Our merchandise will consist mostly of dresses
with a few jackets and outerwear. We will carry
delicate jewelry like pearls. We will also carry small
vintage purses that will be appropriate for every
occasion, along with shoes to pair with every outfit.
11. Atmospherics
The color scheme we chose is rose, blush, grey,
copper, and white. We will include brick, grey, and
blush walls. We have low-medium lighting to create a
warm feel with little chandeliers throughout the store.
Our flooring will be grey with a white fur rug and white
and silver rug. We will play modern music softly in the
background of the store, excluding country and hip-
hop. We think this will support our brand image of
being vintage and sophisticated because our store
atmosphere creates a soft, classy, and elegant
vintage feel. The subtle music, lighting, and color
scheme helps add to the “delicate,” classy feel.
12.
13. Mannequins and Fixtures
We chose these fixtures because we wanted a
minimalist feel. The main garment we sell is dresses, so
the tall “L”-rack, 2-ways, wall hooks, and hanging rack
will be tall enough to keep them off the floor and
display them neatly. We are also using a larger older
round table to display jewelry and accessories in the
center of the store. The leveled shelves will be used to
hold and display shoes and some purses as well. We
will be using white mannequin alternatives to display
our dresses.
