ORACLE

O R A C L ENo. 01 M O N T R E A L

B Y : K A R I N A P A R E

Table of Contents

EDITORIAL

LOCATION GEOGRAPHIC

NEIGHBORHOOD

THE BOUTIQUE

CUSTOMER PROFILE DEMOGRAPHIC

PSYCHOGRAPHICS

CUSTOMER BEHAVIOUR

THEME

INSPIRATION

BUSINESS

COLLECTION

WINDOW DISPLAY FLOOR PLANS

BIBLIOGRAPHY

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racle is a retail store located in the urban center of Montreal. Our store caters to women from 18 to 30 years old who has a free spirit, an adventurous

lifestyle, a romantic and feminine image. She is courageous, creative and confident.

This booklet will describe “Oracle”; our client, our location, our philosophy, our store, our collections.

EditorialS P R I N G / S U M M E R

2 0 1 3

O

Location

Oracle girl lives in urban regions like Montreal. She knows about underground boutique in trendy areas such as the Plateau and the Old Port of Montreal. She likes to walk and explore the city by foot or public transport. Our client is a city girl who likes to discover new parts of the Montreal that are not mainstream, such as bars, boutiques and restaurants.

As much as the Oracle girl is an urban girl, she loves and needs to breath fresh air. In the summer she loves to go to the park with friends for picnics, hangouts and walks. She also loves to go on road trips with friends to lost towns. Road trips to chalets, or just day trips to the country are a necessary activity during the summer.

GEOGRAPHIC

The population of the Jeanne-Mance borough of the plateau is approximately 35,719. The plateau is an area of Montreal where there are a lot of students and young adults. This section of the city is also home of the portugese district as well as the famous Boulevard Saint-Laurent, also known as “the main”. In the Jeanne-Mance Borough of the Plateau Mont-Royal (area seen on the image), 80% of the residential area is rented by tenants. Also, the young adult population represents a total of 12%. In this area, 55% have received a university degree, while only 13% of people over 20% do not have a high school diploma.The average income of people in this area is $40,000.

The Oracle boutique is located in the plateau area of Montreal at the angle of Mont-Royal and Colonial. The center of a very artistic, young, lively and creative area in Montreal. The location is perfect for our target market as it is accessible by different clienteles. At a 5 minute walking distance, the Mont-Royal metro located on the orange line of the STM metro system of Montreal. It is also very close to the Mile End area where there are many local cafés and restaurants, thrift shops, small and intimate boutiques where our client loves to hang out and shop. The location of our boutique is key to our market strategy as our client does not enjoy malls, but rather, walking from store to store, run errands, and go for coffee all in the same afternoon in the same neighborhood where she lives.

Around the location of the boutique, there are a lot of places where our market hangs out and goes out with friends. Some of these places include the Billy Kun, Big in Japan Bar on Saint-Laurent, La Rockette, Le Belmont. These are some close to the boutique but there countless other ones within walking distance.

Local cafés include Cafés Névé, Café Laval, Brulerie Saint-Denis, Café Noir, Café El Dorado. Restaurants also, are not an option that is missing. There are countless options to choose from and a variety of cuisines along with a wide range of prices.

The plateau is so varied in its entertainment and cuisine that it is difficult to bore oneself. There is always so much to do and see. This is one factor influencing the hip and trendy neighborhood to be so desired by other Montrealers. It is a vast residential area despite all the commercial spaces on the main streets. This is why the prices for rent and condos are higher than other boroughs of the Plateau along with the other neighborhoods of Montreal.

NEIGHBORHOOD

The Boutique

Adress: 60 Av. du Mont-Royal ESize: N/ARental Rate: $30,000 +TPS+TVQProperty type: Shop/Retail

The boutique is located on the Mont-Royal Ave. Unfortunately, the store size is not available. However, by looking at the images provided, it is possible to have an idea of the space. It has high ceilings, white walls, hardwood floorings, large space area, it is well light, and has a mezzanine area in the back of the store. The cash register is quite large in this photo, but it is important to keep in mind that the store will be re-decorated in the style of the “Oracle” atmosphere and theme.

In the entrance area, there are large windows and available space on both sides of the door to promote our visual display. This will come very advantageous for the store in order to attract walk-ins, and passerbys.

Customer ProfileDEMOGRAPHICS

The Oracle girl is a young woman between the ages of 18 to 30. She comes from the upper middle class to the upper quartile income family. She may or may not still live with her parents but she majorly supports herself. However she does have disposable income for her lifestyle choices and responsibilities. She is at the beginning of her career or still in school with a part time job. She does have, however a steady income to afford the basic needs as well as what she wants. She has been to college and studies in the creative or visual arts, whether it may be music, arts, fashion, graphic design or make up. Some may also be in business in university.

PSYCHOGRAPHICS

Lifestyle is a very important aspect of the clientele at Oracle. The entire brand identity and image of the store is based on a certain lifestyle that these girls wish to depict. The store has a certain rock’n’roll-boho vibe that is quite common in cities of California and this also reflects in the clothing as well as these girls’ philosophy and way of life. These girls want to look tough, laidback, romantic and stylish. They do not try much, they are pretty girls with a 60’s look. They like to hang out with their friends and do outdoors activites. Going ice skating in the winter, and doing B.B.Qs, boating, going to the beach, picnics, music festivals, rock concerts, pubs, and pool parties. She also loves to travel to the beach and other countires. Traveling is important to her as she can meet new people, explore cultures and taste different cuisines. Our client is fun and outgoing. She is not a shy

person. She is confident and accepts herself for who she is She has an open mind towards life in general. Keeping in mind the western coast lifestyle in mind, it is safe to assume that our client like rock’n’roll music and bands such as The Kills, The Black Lips, Entrance, Young Lords, but she also likes more popular music such as Rihanna and Kanye West. She surrounds herself with artistic people such as musicians and photographers as they share similar interests. The consumer of Oracle is technology savy and uses different social media platforms such as instagram, facebook, lookbook.nu, twitter, tumblr and even blogger for those who have their own blogs.

CUSTOMER BEHAVIOUR

The Oracle girl loves to shop. She knows style, how to dress and colours. However, she does not necessarily follow trends. She has her own style which she enjoys. She likes to be comfortable and feel free in the way she dresses. Therefore, she knows where to look for her clothes. Of course, she dresses in mass-market stores such as Zara and H&M. She also goes to stores like Urban Outfitters because they carry the brands she is loyal too. She also enjoys thrift shops to find unique, vintage and special pieces. She looks through the lookbooks of her favourite brands which include RVCA, Stone Cold Fox, Unif, Free People, Mink Pink and One Teaspoon. However, she shops online on websites such as NastyGal and BluePlanet because these brands are harder to find in Montreal. These brands are available to buy in some selected stores in Montreal, but these boutiques do not have the style image that Oracle has. They are loyal to those brands because they know the product will satidfy their needs, lifestyle and identity.

Theme

The Oracle boutique is set in the 60’s bohemian style. It definitely has a rock’n’roll, bazaar feel crossed with the caravan of a gypsie. You can imagine yourself walking into a home or boutique of an artist in 1969 in Greenwich, New York. There will be many aspects and items influenced by different cultures such as middle eastern carpets to Indian colourful prints and dim light shining from vintage chandeliers hung from the ceiling. The cash area will be on an old wooden desk where the cash will be placed on. The accent wall will be brick and the other ones will chipped, dark and rusted red paint.

The most important thing to remember about the boutique is that it has vintage influences from bohemian Paris in the 1900’s, Eastern European’s vibrancy and a century of accumulated treasures from around the globe.

InspirationInspiration for our boutique comes from nostalgia, wanderlust and fantasy. These themes can be influenced by the rock’n’roll festivals of Woodstock 69, the paintings of Mucha or the Pre-Raphealites, the Odalisques of the Orient or old distressed Rococo buildings. Fabrics such as velvets, lace, florals, fur and quilts are key to the look of our clothing and boutique. Philosophies of Nietzsche and Jean-Paul Sartre also are important in our boutique, for employee quality and image. As mentioned previously, the gypsie culture is also a great influence for our boutique. The colours, vibrancy, mix and match of prints and colours, their clothing, the movement of their garments, their housing and decor and all aspects we wish to emulate in our completeness of the Oracle boutique. Nevertheless, it is important to be “a la mode”, and this is why we are bringing a more modern twist to our collections, layout and image. We will incorporate these ideologies and aesthetics but they will be modernized into the new Cali-boho look. More casual and less intense.

Business

Hang Tag

O R A C L ENo 01 M O N T R E A L

S I Z E X SC O L O U R : B L AC K

W T 1 2 9 3 7 4

Logo

O R A C L ENo 01 MONT R E A L

Hangers

The company’s logo represents the brand image. However, it is not colourful or charged with information as we would imagine a gypsie caravan. We wanted to keep it clean, simple and organic. The half moon represents the spirituality and love of nature of our consumer. They also are nocturnal. They like the nightlife of their city and we wanted to represent that side of our consumer. Also, the logo is easy to remember and correlates to our boutique’s name. It is dreamy, nocturnal,

mysterious, which are words we want to be associated with the brand image. The name Oracle is defined as “a priest or priestess acting as a medium through whom advice or prophecy was sought from the gods in classical antiquity”. This definition is important to consider in our theme as we want a certain

essence of the Greco-Roman goddess feel in our clothing. The femininity of Greco-Roman women stereotype is perfect to give our consumer an idea for their perception of our clothing and company.

The hangtag for Oracle is, just like the logo, a representation of the boutique and its brand image. It is romantic, feminine and dreamy. These three hangtags are meant to be placed one on top of the other to create a full package. The first panel is floral with different tones of pinks and greens. The second is the logo with a transparent background which will be placed over the floral panel. And the third, is the clothing information, the half moon as well as the barcode.

LOGO & NAME

HANGTAGS

Business Card



5 1 4 - 5 5 5 - 1 2 3 4

6 0 M O N T - R OYA L AV.

I N F O @ O R AC L E . C O M

BUSINESS CARD

The business card has the same design as the hangtags. It inlcudes the

logo, adress, email as well as the telephone number.

Collection

The theme or idea behind this spring/summer collecion is to really bring out the mixture of personalities our consumer like to express. The collection will show a mix of pieces within the 60’s

period. Thus, a balance between rock’n’roll and bohemian fashion will be created and merchandised into

our boutique. We want to have an energy within the store that evokes tough, yet sensitive and elegant within out clothing. This way our consumer can have a choice

between evening wear and a daily casual look. However, our client has so much style she would be able to rock any outfit at any event or activity. We will carry floral,

silk, lace dresses that can be paired with fur coats, or cut-off shorts with loose Harley-Davidson tak tops.

Our goal is to offer a complete outfit from head to toe that will satisfy our client’s mood on any given day.

Store Front

Based on the location chosen for the store, the window display must be designed according to the architectual plans. This location, seen on the image on the right, has an arcade window where the entrance is set further than the window display. This allows us to

create two different displays for our window as the door seperates both.

Here is a simplified illustration of the entrance and window front area to give us an idea of what it looks like

to start planning.

Having two windows can seem like an advantage but it is a challenge. What is

seen from the street is only a small part of the complete display and the windows are seen side ways. Only once entered in the entrance may we see the two sides of the

windows.

Another important factor to keep in mind for the visual display of these

two windows is that they both have to completment each other or be hamonious. The colours of theme for both sides have

to work together visually and thematically as confusion will be a result to the eye of

the passerby.

The window display will be kept quite simple. The floor will be the same as the rest of the store: hardwood distressed flooring. The backdrop will change according to season, theme or clothing displayed. In this case the theme is “ Summertime Romance” which will be mostly

expressed by the showased clothing. The clothing displayed is what is important to our customer as this is what they search for. They know how to dress themselves and don’t need someone

styling them. They shop for specific pieces, not for outfits. The mannequins will be positioned in different ways to create movements and a mood for the window. They will have dark loose hair but

every season we will change the wig according to what we want to express in our collection. The lighting will be simple and delicate. It will not be too bright.

Floor Plan

Logo


Hangers

FLOOR PLAN 1 This first floor plan is similar to the second one. The main difference is in the positioning of the changing rooms and the cash register.. In this one, the 6 changing rooms are located in the back of the store. This will make the client walk through the whole store in hopes that they find a second or more potential purchases before trying on the items that they found at the entrance. In front of the changing rooms are a large carpet in a catwalk-like placement for clients to come out and look

at themselbes wearing the clothing. This way, the client will be able to look at themselves while walking or may also show they friends and compan-ions who may sit on the theme-fitting couches.

The far right hand side will be the three cash registers with baskets located in front of each table. In the basket we will sell jewelry, scarves, hats and a varierty of different jewlery according to the season and collection. In the store, the clothes will be displayed on different racks (circular and rectangular) and tables. At the en-trance, there will be a large table with the featured items. These are the items that is assumed clients who walk in will most likely purchase. On the right of the entrance will be a table with two racks. This will be the new collection for the month/season. And on the left will be the more basic clothing that a lot of our clients like to pruchase as well. The shelves in the store are also very important in order to display shoes, hats and bags. Right before the changing rooms there will be a series of tables and racks with older collections and sales.

Logo


Hangers

FLOOR PLAN 2 The second floor plan is the one located on the right hand side. When walking in, it is quite evident that it is not as symtreical than the first one. On the left, there will be the new collection on a circular table and displayed on racks as well. There is also a shelf on this side for practicle reasons. It is necessary to add folded tops and basics that we do not necessarily wish to display but are important to completing an outfit. This shelf will be placed over a rack. On the right on the entrance will be a dual wall. Each wall will dis-play a different theme accentuated by a double level table at the front of each wall rack and display. Each theme will be seperated by a series of shelves and cupboard for jewlery display and acce-sories. Moving towards the back will be three sets of racks for older stock but still interesting pieces that can mix-and-match with the rest of the clothings in store. To the right, will be couches fac-ing the changing rooms creating a salon looking ambiance and set-up.

The back will have two cashs registers and a similar set up as the first floor plan. Except this time, it will only be two cash registers as the space is more limited. Also, where the stairs are locat-ed will be the sale and lingery sections on the mezzanine. This will also be the case for the first floor plan.

Bibliography

http://www.remax-quebec.com/fr/inscription/M/9668470.rmx?from=global

http://www.montreal-business-kit.com/plateau-mont-royal-borough.html

Images from Tumblr

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