1. SimpliciTEE:
100% Organic Cotton T Shirts and Basics
Kelli Brogdon, Sandra Cuellar, Vanessa Giron & Jennifer

2. SimpliciTEE
Team 4Mation chose to build a store featuring a
merchandise line
of 100% organic cotton t-shirts and basics in Dallas, TX.
The store name, SimpliciTEE, reflects Team
4Mation’s
goal of portraying a brand image that is simple, organic
and
back to basics to a potential client.
SimpliciTEE intends to be true to nature by
backing

3. Target Market
 Gender: Female
 Age Range: 25-40
 Education: College student or graduate
 Lifestyle: Lives a casual, yet active lifestyle with an emphasis placed
on leisure and weekend activities
 Occupation: Students, or any professional position during the week
that allows for casual clothing and basics during the weekend
 Income: 25K+
There are an estimated 2,368,139 people in Dallas County as of 2010, and 50.6% of them
are women. 20% of them have college degrees and the average per-capita income is
$26,185 per year (U.S. Census Bureau, 2010).

4. Store Logo
This logo was designed to present the store’s name as well
as a representation of what type of products the store
carries. The color and bamboo depicts the store’s theme.
The “simplici” describes how simplistic and basic are items
in the store and “tee” describes the basic t-shirts that
everyone would need.

5. Description of Merchandise
organic sustainable
comfortable khaki
pretty feminine
natural soft
Eco-friendly responsible
flowy cotton
basic green
leisurely denim

6. Atmospherics
 The plants and natural resources used for the recycled hardwood
flooring, wooden furniture and bordered mirrors promote the
sustainability and environmental responsibility of the SimpliciTEE
brand.
 The green color palate chosen for the store walls represent the eco-
friendly brand image while the accent wall and small accent colors add
a fun, vibrant variation.
 Calm earth tones and soft textures are incorporated in fabrics for
seating cushions, pillows and curtains to reflect the gentle lines and
natural materials of the merchandise.
 Accent lighting is placed strategically throughout the store to
accompany the energy efficient overhead lighting. The large textured
windows also allow for a complement of natural lighting.
 An open, comfortable seating area is featured in the store to allow for
guests to relax and enjoy their shopping experience at SimpliciTEE.

7. Atmospherics

8. Conversational Signs
This conversational sign
is to be placed by the
comfort yoga pants and
comfy, baggy tops to
influence the essence of
being comfortable.
Everyone loves their
comfort days and there-
fore this sign portrays the
love of comfort, while
going green and feeling
good about it.

9. Conversational Signs
This conversational sign will
be placed near the store’s
most fashionable items of the
season, the latest trends.
“Green is the new Black,” is
intended for customers to
think that not only can we
make a difference in our
society but be trendy while
doing so. Therefore it is used
to tempt the customer to
purchase the latest trend.

10. Fixtures
Two Way Fixture Four Way Fixture
A B
(4) Two and (8) four way fixtures will be presented in an informal and
non-linear pattern throughout the store. These fixtures will facilitate
merchandise presentation by housing new arrivals and current trends
The light color of the wood on the fixtures fits in with
SimpliciTEE’s natural and organic image.

11. Fixtures
“H” Fixture Shelving Unit
C D
(2) “H” Fixtures and (2) Shelving Units will also be presented through out
SimpliciTEE’s free flow store layout. They will serve a great presentation
for merchandise because basics are displayed very well when folded. The fixture
made of a light colored wood, which fits in with the organic aesthetic at Simplic

12. Fixtures
Wall Shelving Wooden Crates
E F
(5) Wall shelving units will be scattered throughout the perimeter of the store
While (5) wooden crates will serve as focal points for clothing being displayed
in behind the display windows. The organic look of the wood is in line with
the image of nature at SimpliciTEE.

13. Fixtures
Round Racks
G
(3) Steel round racks will be used near the back of the store to house
hanging marked down clothing. The steel fixtures will serve to
differentiate mark downs from regular priced merchandise which will
be displayed on wooden fixtures.

14. Floor Plan D
A
CLEARANCE
E
B
F
C
G

15. Lighting
SimpliciTEE will be utilizing three
types of lighting throughout the
store:
-Ambient Fluorescent lighting
-Accent lighting
and
-Priority lighting

16. Lighting
Ambient Fluorescent lighting will be used to give merchandise
great color rendition and keep a lighting balance through out
the store. (20) Quorum Fluorescent light strips in a cream finish
were chosen for the Energy Star rating.
Accent lighting will consist of incandescent recessed lighting
fixtures to help add atmospheric focus and emphasis on certain
areas throughout the store, such as trend fixtures or new arrivals
on the wall elevations. (10) Incandescent Line Voltage Adjustable
Eyeball with a 30 degree tilt, in a cream finish were chosen for the
Energy Star rating.
Priority lighting will be used as well. (3) of these three light,
flush mount ceiling fixtures will be used to highlight
window displays as well as the check out.

17. Lighting Plan

18. Wall Elevation
 The straight arm and waterfall face-outs are used to
draw attention to the featured garments
 The tops are merchandised above the bottoms to
simulate a full outfit
 Opinion leader, Emma Watson, is featured in the wall
graphic to influence shoppers with celebrity promotion of
the product. Her outfit also corresponds with the
surrounding merchandise
 Display tables for pants and display benches for shoes
are used to have these products available at a
convenient level for customers

19. Wall Elevation
Straight arm face-out Celebrity Graphic
Straight arm face-out
Waterfall Waterfall
face-out face-outs
Pants display table Pants display table
Shoe display benches

20. Sketch of Window Display Concept 1:
Element of Design, Shape and Form
Team 4Mation decided to create
a window display revolving around
The elements of design: shape and
form. The shape chosen was a square
and the form chosen was a cube.
These elements were continuously used
throughout the display window through
the wall covering, props as well as the
garments.
Props used included:
(7) Boxes, cubes, (2) Cubed baskets,
(2) Signs, Store and Team Name, (1) Bamboo Plant
(1) Mannequin
Types of Merchandise used:
(1) ¾ Length sleeve T shirt, (2) Tank Tops for
layering
(1) Floral Scarf, (1) Pair of Blue Jeans, (6) Rolled T
shirts,
(1) Pair of TOMS, (2) Necklaces

21. Sketch of Window Display Concept 2:
Nautical Trend
Team 4Mation is planning to create
a window display revolving around
the Fall 2012 Nautical Fashion.
Team 4Mation and SimpliciTEE will
portray
Nautical fashion through the use of the
colors
Olympian Blue, Honey Gold and Tangerine
Tango, as well as stripes, anchors and
various
Props that will be used include:
nautical images.
(1) Box, cube, (1) Trifold picture frame ,
(2) Signs, Store and Team Name, (1) Anchor (3)
Mannequins
Types of Merchandise to be used:
(2) T shirts, long or short sleeved (1) Pair of Blue
Jeans, (1) Skirt, (1) Dress, (1) Pair of TOMS, (2)
Necklaces

22. Nautical Trend Board

23. Mannequins
Headless Abstract