MediaWritingPortfolio

Topic:RetailOutlet,LuciBoutiqueWrittenBy:KateNewman

Fall2009

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Contents

PrintFeatureStory____________________________________Pages3‐4

PrintNewsStory___________________________________________Page5

WebStory__________________________________________________Page6

BroadcastNewsStory_____________________________________Page7

AdvertisingCopySheet___________________________________Page8

RadioadScript_____________________________________________Page9

PressRelease_____________________________________________Page10

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Luci Boutique: The Essence, The Inspiration The mysteries of Friday night are fast approaching. Women everywhere tare through

their wardrobes in search of the perfect confidence-boosting outfit, gallantly transforming into

the person everyone has their eye on when she struts into the party.

Luci Boutique is that go-to place for all of, frequent shopper, Meredith Friedberg’s

nighttime apparel. She reminisces that her best nights out with friends are when she drapes

herself in Luci fashions.

“I love their clothes because they are fashionable and original, not a lot of people have

them. They are affordable, and I think every woman should shop there,” Friedberg exclaimed.

Luci Boutique offers two convenient locations situated in downtown Milwaukee, WI on

Water St. and Bayshore Town Center in Glendale, WI. Both locations target women of all ages,

ranging from high school girls to businesswomen to 60-year-old women, continually meeting

their needs of an affordable, luxurious boutique.

Luci’s downtown location first opened in Oct. of 2008 by partners Clai Green and Jeff

Paape. Green was the original owner and buyer at Fred Boutique located three doors down from

Luci Boutique on Water St. He decided to split up Fred Boutique to open a new store: Luci

Boutique. Once the downtown boutique became a huge success, Green decided to meet the

demands of North Shore women and open a new location at Bayshore Town Center in Aug. of

2009.

Downtown employee, Whitney Hoag, explains the main draw to Luci Boutique is their

huge selection of unique pieces that deliver high quality at moderate prices. In addition, Luci

offers clothes that pertain to every style and body type. Their employees strive to make every

customer feel welcome and help them find quintessential outfits for all occasions.

“I really enjoy helping people find something they feel amazing in and comfortable

wearing. I am always honest with customers when something does not fit right, and I strive to

find them and outfit that they love and cannot wait to wear. It is the most satisfying feeling to

know that I helped them find the perfect outfit,” Hoag said.

To ensure regular shoppers continue returning to Luci and to increase loyal customer

relations, Luci Boutique creates new sales every week and hosts monthly promotional events.

Frequent customers are also offered the chance to become VIP members to receive 20 percent

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off every time they shop and invitations to exclusive events and fashion shows. Divas Night Out

is their most popular in-store party held at the end every month. It features their newest clothes

and offers complementary cocktails, sushi, makeovers, massages and giveaways.

Friedberg said she tries to attend Divas Night Out every month because she enjoys all the

perks and deals Luci provides. She notes that the atmosphere is more exciting because the store

bustles with women who share the same excitement for fashion.

Fashionistas like Friedberg are drawn toward Luci Boutique for their fierce, inspiring

fashions that spark bold statements. Luci Boutique owners facilitate these ideals when they

imaginatively envision the exact outfit that leaves their customers feeling amazing. Hoag says

the best accessories a girl can wear is confidence and finds bliss in knowing Luci is the place

women achieve that confidence.

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Forgotten Candle Blew Out Luci Boutique Firefighters contained a fire that erupted at Luci Boutique on Water St. near Wisconsin Ave. at 10 p.m. last night.

Milwaukee Police report that two employees closed the store and left a burning candle unattended which caused the fire. Nearby residents first reported smelling smoke two hours after the store closed and firefighters quickly rushed to the scene.

Firefighters were unable to reach the store before major damage took place. In addition, the store’s fire alarm system had not been working for over a week. Once firefighters arrived to the scene, they were able to put out the fire immediately, but the store was left in shambles and no clothes were recovered.

“My co-worker and I are taking full responsibility for the fire. We wish we could turn back time to reverse our mistake. I cannot even start to explain how badly I feel. I cannot believe I am to blame for this accident,” Linda Stevens, Luci Boutique employee, said.

Molly Smith, the owner of Luci Boutique, said she wants to get the boutique back to its normal condition as soon as possible. She was devastated when she received the news.

“I did not believe it was true when the police called my house. I thought it was a prank call. I have sat down and questioned both employees that worked last night and they admitted to forgetting about the lit candle. Their mistake will now cost thousands of dollars in damage,” Smith said.

Police reports show no signs of any suspicious activity near the store during the start of the fire, and no one was in the building when the fire occurred.

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LuciBoutiquesponsorsRedDressfashionshow

LuciBoutiqueheldtheirfirstannualRedDressfashionshowonSaturday,Dec.5insupportofTheHeartTruth,acharitablecampaignthatraisesawarenessforheartdisease,thenumberonekillerofAmericanWomen.

TheMilwaukeeArtMuseumhostedtheeventintheirmainlobby.Thearchitecturaleffectsofthevenuecreatedauniqueambianceandlightingthatenhancedtheclothingandredpalette.ModelssashayeddowntherunwaydrapedinallredclothingdonatedbyLuciBoutique.Stylesfeaturedbrightredcocktaildresses,redballgowns,redpantsuits,andredcoldweatherjacketsandblazers.

“WecouldnotbemorethankfulforallofthehelpandallthebeautifulclothesLuciBoutiquedonatedfortheevent.TheyareapopularstoreinMilwaukeeareaamongwomenofallages,andwearegratefultogetourmessageouttomorewomenwhileraisingmoneytosupportheartdisease,”LindaLou,TheHeartTruthcampaigneventorganizer,said.

Over500peopleattendedtheevent,andallticketproceedswentdirectlytoTheHeartTruthcampaign.Thefashionshowraised$15,000bytheendofthenight.LuciBoutique,TheMilwaukeeArtMuseum,SohoArtGallery,andHotelMetrosponsoredtheevent.

LuciBoutiqueplanstohosttheRedDressfashionshowannuallytocontinueraisingawarenessintheMilwaukeearea.

FormoreinformationaboutupcomingLuciBoutiquefashionshowsvisittheLuciBoutiquewebsiteathttp://www.luciboutique.com/.

Modelsclosingthefashionshowintheirreddresses.PhototakenbyGraceKlein

VIDEO‐‐watchclipsfromtheRedDressfashionshow

PICTURES‐‐modelsintheirredoutfits

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Robbery at Luci Boutique Video AudioMCU- Anchor Veronica Adams VO/SOT- Store Owner outside the store OTS- Anchor Ashley James, video of the store with police activity outside and caution tape VO/SOT- Local Resident outside the store from a different angle than the store owner shot MCU- Anchor Ashley James

Local retailer Luci Boutique is empty after a robbery occurred last night. Employees report discovering the store’s condition early this morning. Everything in the store is gone. All the clothes and jewelry are missing. Police are questioning nearby residents who noticed suspicious activity outside the store. I saw two large figures moving clothes on clothing racks into pick-up trucks parked outside the store. I did not think too much of it because Luci Boutique often transfers clothes to fashion shows. I figured it was their employees. If anyone has more information, please contact Milwaukee Police. -30-

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Copy Sheet for Print Ad Product: Luci Boutique clothing

Medium: Fashion Magazine

Client: Luci Boutique

Writer: Kate Newman

Headline: Your Search Stops Here!

Subhead: Fabulous Clothes at Fabulous Prices.

Body Copy:

New clothes shipped daily to keep-up your trendy side.

Luci Boutique offers the hottest clothes for all fashionistas. Whether you’re shopping for work, daytime, or to impress a certain someone, our employees will make you feel breathtaking at a show-stopping price. We make it easy to keep up the trendy girl in you at Luci Boutique!

Subhead or slogan:

Clothes that fit your style and your budget.

Signature:

Luci Boutique, 532 N. Water St., 414-226-0114

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Radio Script Sheet Product: New store opening

Client: Luci Boutique

Title: New store opening sales

Writer: Kate Newman

Length: 30 seconds

Source Audio Radio Broadcaster—Jim Johnson Recorded Shopper—Katherine Barns

Fashionistas everywhere are invited to Luci Boutique’s new store opening party this Saturday at Bayshore Town Center in Glendale, Wisconsin. Grab your girlfriends and stop in for sales all weekend including twenty percent off new merchandise and 15 dollars off jackets. Luci handpicks all their clothing, so you can be sure to find the latest trends for every occasion. I always get complements on my Luci outfits. Their clothes are unique and add spice to my wardrobe. I’ve never left Luci empty-handed!

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News from For more information contact Kate Newman Luci Boutique (414) 555-2121 knewman@luci.com

For immediate release:

KIM KARDASHIAN TO HOST LUCI BOUTIQUE LADIES NIGHT

MILWAUKEE—Dec. 3, 2009—Kim Kardashian will be attending Luci Boutique’s monthly Ladies night on Thursday, Dec. 10 from 5:30 p.m. to 9:30 p.m. Luci Boutique will donate ten percent of the proceeds to The Make A Wish Foundation, Kardashain’s favorite charity.

Kardashian will assist customers as a styling consultant. She will post a sign up list at the beginning of the night for customers seeking her assistance.

“I love all the clothes at Luci Boutique and feel that they offer clothes for all types of women at great prices. I first started my career as a celebrity stylist so I know all the tricks to making people look their best. I look forward to bringing my skills and fashion sense to Milwaukee. I will also be offering some great giveaways,” Kardashian said.

Luci Boutique will set up an autograph booth for the last hour of the event. There will also be a raffle set up to win prizes such as Kim Kardashian posters, Dash boutique gift cards, and one shopper will win a trip and $2,000 shopping spree to Dash boutique in Miami, Florida.

Luci Boutique owner, Molly Smith, says she is very excited Kim Kardashian agreed to sponsor Ladies Night. She said the boutique has never featured a guest celebrity and hopes that this is an event that women can benefit from while promoting the store.

Sake Tumi Restaurant, Di Carlo Salon, and Decibel Night Club will also sponsor the event. Sake Tumi, located on Wisconsin Ave. and Milwaukee St., will be providing sushi platters, Di Carlo Salon, located on Water St., will offer customers makeovers, and Decibel Night Club, located on E. North Ave., will have a guest DJ and bar providing wine and cocktails for customers age 21 and over.

Our goal is to make every woman look and feel her best. The friendly, fashion-forward staff of stylists provides impeccable service to each person who walks through our doors, making you feel like family. Our hip women’s clothing, jewelry, and accessories are not only fashionable, but also affordable. Come visit a boutique as beautiful as you! More information about the boutique is available on the company Web site at www.luciboutique.com

### ________________________________________________________________________ 532 N. WATER ST MILWAUKEE WI 53233 P: (414) 226-011 WWW.LUCIBOUTIQUE.COM