FASHION SCHOOL STORE

PROJECT

Group Project #2: Ashleigh Lentz Chelsea Ives Jessica O’Day Coretha Powell

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.

Table of Contents TARGET MARKET

COMPETITIVE ANALYSIS

THEME/CONCEPT BOARD

PRODUCT ASSORTMENT BOARD

VISUAL MERCHANDISING BOARD

MARKETING BOARD

CONCLUSION

Fashion School Store Target MarketBy: 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 usually a location they will check out before heading home.

Complete Competitive Analysis of the MarketBy: 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 enormous selection. However, as I said before their location may be a bit far for our customer.

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.

Theme/Concept BoardBy: Ashleigh Lentz

Product Assortment BoardBy: Ashleigh Lentz

THE FASHION SCHOOL STORE

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.