The Denim Outfitters
Fashion Entrepreneurship Project
By Allison Oberlin & Molly Gibson
Écru The Denim Outfitters will provide customers with high quality coffee and denim to aspirational business men and women. We believe in educating consumers about the construction process and proper care for their products to extend the life of their purchases. Overall, we will provide a enjoyable and comfortable atmosphere and assist customers beyond their expectations to meet their needs.
After examining the visual merchandising color forecast for fall 2017, the store layout will be inspired by nature and light. The color scheme will have grey blue, periwinkle blue and charcoal as the key colors as well as plum, cream and mustard as the key colors. The flooring will be concrete to give the space an industrial and earthy atmosphere. However, for the store to feel warm and inviting, it will be well lit with yellow pendant lighting from the ceiling and spot lights on the product. To add to the industrial and warm atmosphere, the tables and other furnishings will be made of light brown, polished wood.
Some companies use shelving or tables for their denim bars. Ours will have two sets of wooden tier tables that will provide customers with more options while minimizing space. The wall racks will have bars coming out of the wall to more effectively hang hangers, but we will use some of them to display the most popular or trendy denim. This method is used by Anthropologie and Gap because it provides a more orderly way of displaying denim, is visually stimulating, and showcases distinct design details. There will also be standard racks with wheels to hold sale items and seasonal items such as outerwear. Tops such as blouses, sweaters and button-downs do not always have to be hung and will be laid out on round tables, either wood or metal, located near the entrance. There will also be shelving and a grid pinwheel for accessories. There will be two cash registers, one for apparel in the back of the store, and another at the coffee bar. The coffee bar will have four stools, a sink, espresso machine and drip coffee maker. The bar will be located to the left of the door. The sales section will be to the right in an alcove so there is less attention drawn to it and it is separate from regular priced items. Lastly, there will be leather seating near the store entrance to add a homey and comfortable mood.
The owner plans on doing renovations on the space before we begin installation and has planned to expand the display windows. The outside should appear cohesive with the facade of Pop’s Market, however Ecru will be painted white on the exterior to differentiate it from surrounding businesses. The sign for the store will be similar to Quirk hotel, where it stands away from the building and lights up at night. This option adds to the rustic and vintage appeal, thus maintaining cohesion with the product selection. Additionally, since it stands away from the building it will be visible from the high foot-traffic on Grace Street.