The document summarizes the conceptualization and results of two temporary dress shops created at a Georgetown store for the holiday season. The shops were called "First Kiss" and "Gold Dust Woman" and were inspired by adolescence and duality/illusions respectively. They featured different styles, colors, and beauty products. Installations included a plexiglass cloud. Both shops saw strong sales increases in dresses and beauty products compared to last year, validating the creative risks taken in expanding the store's dress concepts.

1. STORE 005
GEORGETOWN
DRESS
SHOP
HOLIDAY 2015
KRISTA INFANTE, SMM
ANDI STRANTZ, DA
MIKE BERNIER, ASMM
JON SWAN, SM

2. The second wave of holiday apparel flooding through our doors inspired us to
challenge the dress shop concepts.
Being a non-comping store puts us in the unique position to take some creative risks.
Our store’s powerful dress business yielded the desire for expansion and innovation.
We framed our conceptual adaptations to this space with two goals in mind:
1. Appeal to our Georgetown customer’s wants and needs
for holiday wear.
2. Create cohesive brand storytelling reflective of our current online and social media
direction.
The following pages detail the conceptual ideas behind our two dress category shops,
display inspiration for our plexi installation, and our marginal growth in dresses this
season.
STR 005 GEORGETOWN
LATE HOLIDAY DRESS SHOP

3. FIRST KISS
Inspired by the excitement of adolescence, First Kiss
celebrates the whimsical enthusiasm of first
experiences such as dressing up, winter formals,
flirtatious glances, curling up with your crush, or
kissing under the Mistletoe. Grounded in icy grays,
lavender, and blush pink, this shop is defined by flirty,
loose silhouettes, cozy layers, lurex fabrics, sequin and
velvet details, silver hardware, and floral scented
beauty products.
CONCEPT SHOP BY KRISTA INFANTE, SMM
FIRST KISS INSPIRATION FIRST KISS OUTFITTING

4. FIRST KISS ENTRY TABLE FIRST KISS BEAUTY CLUSTER

5. FIRST KISS SECONDARY GIFT CLUSTER

6. GOLD DUST INSPIRATION GOLD DUST OUTFITTING
Light and shadow are repetitive motifs in nature, both constrained
and defined by the other. Gold Dust Woman is an extension of this
idea; it is exemplified by a selection of the brightest golds and
darkest blacks. The collection speaks to the duality of a woman and
the “illusions of love,” as referenced by Stevie Nicks. This shop is
defined by little black party dresses, gold statement pieces, leather
layers, metallic accessories, and elevated beauty products.
CONCEPT SHOP BY MIKE BERNIER, ASMM
GOLD DUST
WOMAN

7. GOLD DUST WOMAN ENTRY

8. GOLD DUST GIFT CLUSTER
WOMEN’S DIVISION
130 DRESSES
LW: $15,934 +116% vs. Comp: +45%
W/E 12.5: $24,714 +82% vs. Comp: +22%
W/E 11.28: $13,139 +76% vs. Comp: +40%
131 ONESIES
LW: $2,181 -3% vs. Comp: -3%
W/E 12.5: $3,753 +51% vs. Comp: +15%
W/E 11.28: $2,339 +31% vs. Comp: +5%
193 OTHER BEAUTY
LW: $2,883 +34% vs. Comp: +33%
W/E 12.5: $1,250 -1% vs. Comp: +23%
W/E 11.28: $2,671 +61% vs. Comp: +19%
The addition of expanded beauty related gift
clusters and special attention to dress
attributes payed off post Black Friday with
nearly a nearly $8,000 gain in revenue last week
vs. the same week last year.

9. PLEXI CLOUD INSTALLATION
BY
ANDREA STRANTZ, DA
PLEXI CLOUD INSPIRATION
MATERIALS:
PLEXI SHEETS CUT INTO
EQUILATERAL TRIANGLES
20 LB FISHING LINE
WHITE CONTACT PAPER

10. STR 005 GEORGETOWN DRESS SHOP COMPLETION
SPECIAL THANKS TO:
ERICK CHAVEZ, MTL
CHRISTIAN McINTOSH, WTL
GWENN LAVINE, WTL