mourElite. Exclusive. Elegant; A

bridal boutique

ÉTERNEL

Our store is a bridal boutique located in downtown Dallas

that will offer wedding dresses, shoes and accessories.

STEP 1

STEP 2

Amour Éternel

French is the language of love and Paris is a city of high fashion. Our store is the

perfect combination of the two. Haute couture translated is high fashion. FRENCH AMBIANCE exudes elite status and wealth. That’s what we are; exclusive, customized, designer. Brides come to US to be the “belle of the ball.” Their dress will be one-of-a-kind. Amour Éternel not only describes the meaning be-hind a wedding, but it describes the feeling brides will experience in our gowns and in our store.

“Eternal love”

STEP 3

Bridal boutiques already address a niche market but within that niche market we will target a niche customer. Our demographic will be females between the ages of 28 and 45 with a college education, most likely an Ivy League degree. She will be part of a household with an average income of $1,700,000. She values exclusivity and originality, and the best of the best. She, along with her spouse, will be employed in

high-dollar industries including but not limited to the oil field, the medical field, law practice, the finance industry or professional athletics. In her free time she enjoys utilizing her premier membership at the country club, wining and dining, watching Broadway performances, and attending charity events, balls and galas. Her lifestyle is lavish and beautiful. She drives a Rolls-Royce, owns a private jet, has a summer home in East Hampton with a private yacht, and also probably has a trust fund that costs more than Paris Hilton (who is worth $100 million). Money is not a concern for our bride. She is beauty and she is grace. She lives a life of luxury. She doesn’t know the meaning of a budget and doesn’t want to have too. She has a closet the size of a mini boutique and has a bachelor’s degree in shopping. She wants to be the center of attention on her big day; call her a hometown celebrity. She wants a dress that will be talked about at every mention of her wedding. A dress that only our store can give her.

Who is our bride?

STEP 4

MISSIONSTATEMENT

ELITE, EXCLUSIVITY AND THE PURSUIT OF HIGH FASHION: Providing a one-of-a-kind,

eternal love with every gown

What is our brand?STEP 5

Our store is chic and elite and we allow fittings by appointment only with a $500 fee. Our time is precious, like our merchandise, and we need to know that by coming to try, she is coming to buy. We offer a chilled bottle of Dom Pérignon with each appointment and an assortment of hors d’oeuvres. We provide a 5-star

experience with 6-star merchandise. Everything we serve is in or on the finest crystal. Our rugs are alpaca fur, our pedestals a fine silk, our furniture a mahogany base with silk-quilted cushion, our floors a swirly marble and our lights soft and yellow. Through our lighting, furniture and services, our clients will feel like ROYALTY.

STEP 6

What will we sell?

DRESSESSHOESHAIRPIECES

VEILSJEWELRY

GARTERSBELTS

Our merchandise

ur merchandise will reflect our glamour-seeking customer. It will be exclusive, expensive and customized. We won’t sell gowns to brides from the same area and our

options will be nothing short of couture. We want our brides to feel like royalty. Their experience at our store should reflect that of the Queen of England and it will. Our merchandise selection will include wedding gowns, shoes, veils and headpieces, jewelry (necklaces, earrings and bracelets), belts and garters. Our gowns will be elegant with variations of intricacy and simplicity. Our jewelry will be constructed with real diamonds and stones and our veils will be crafted out of the finest silks or chiffons. Through our merchandise we want to maintain our image of glamour and high fashion.

6

DRESSESFrom designers including Vera Wang, Pnina Tornai, Reem Acra, Angel Sanchez, Lela Rose, Carolina Herrera, Oscar de la Renta, Monique Lhuillier, Lazaro and Kenneth Pool.

 

 

 Vera Wang Pnina Tornai Oscar de la Renta Angel Sanchez

Lela Rose Reem Acra Carolina Herrera Monique Lhuillier

Kenneth Pool Lazaro

Our dresses will contain variety, from full skirts to slim mermaid fits, one-shouldered and long-sleeved to sweetheart strapless as well as empire waists, corset torsos, intricate backs and high front splits. Whatever our bride’s preference, we’ll have it.

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JEWELRYNecklaces, rings and bracelets from designers including

Tacori, David Yurman, Harry Winston, and Tiffany & Co.

     

Tiffany & Co. Harry Winston Tacori

From designers including Christian Louboutin, Monique Lhuillier, Manolo Blahnik, March Jacobs and David Tutera.

SHOES    

Christian LouboutinDavid Tutera Manolo Blahnik Monique LhuillierMarc Jacobs

David Yurman

We will offer a limited assortment of necklaces, bracelets and earrings for our bride; but most importantly, we want to make sure she has the chance

to get her ‘something blue’ in the form of every woman’s best friend.

Due to extensive variety in our gowns, we will not offer a wide variety of shoe styles. We’re going to have simple pumps with accents that complement the dresses.

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HAIRPIECES & VEILSFrom designers including Laura Jayne, Tulip Bridal,

Blossom Veils and Bel Aire Bridal.  

 

 

BELTS & GARTERSFrom the same designers of our bridal gowns.  

Belts

Garters

Our belt and garter selections will be from the same designers of our gowns and again, our selection will be limited; our goal is quality over quantity.

Bel AireLaura Jayne

Blossom Veils

We are going to offer three different styles of veils and hairpieces.

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STEP 7

Our signage

mourÉTERNEL

STEP 8

Our store’s interior

t Amour Éternel, we believe in the modern woman. Because she is classy, bold, and unique, we designed our store to reflect our customer. We chose to paint all of the walls a smooth ivory, with the exception of the portions behind the

gowns. Behind the dresses, the wall will be a deep cranberry inspired from the rich velvets that adorn the crowns of kings. We chose cranberry because it is a jewel tone, and jewel tones as aforementioned, are often associated with royalty. We want our bride to be treated like, and feel like a queen after her experience with us.

The wall that is the slanted entryway into the accessories section will have a high-fashion, Vogue-esque, black and white portrait filling the entire wall. It will be bridal-focused to further reflect our exclusive image.

Our floors will be black and ivory marble. More often than not marble is associated with the upper class. Since our target market consists of the cream of the crop, the marble reiterates our image. The swirled marble paired with ivory-colored walls and cranberry accents will radiate elegance and sophistication, like that of a royal cas-tle.

There will be light instrumental music playing in the background with warm, natural lighting. We are going to use round flush mount lights in the ceiling for general light-ing with a chandelier over our central display. There will also be a smaller chandelier in our accessories room. We plan to use spotlights on each dress displayed and over each fixture of accessories. This will create a visual focal point for our customer and draw them in.

We want each dress to look its best, and every accessory to sparkle. We want our bride to perceive each item with the highest possible quality. Overall, we want a minimalistic theme with simple design elements that will not overcrowd the space.

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Atmospherics

PICTURED ABOVE TO BELOW FROM LEFT TO RIGHT: Color swatches, flooring, small chandelier used over accessories, round flush mount lights for ceiling and large

chandelier in center of store.

8

Furniture

PICTURED ABOVE TO BELOW FROM LEFT TO RIGHT: Coffee table style (color will be darker like garnishes on chairs), chairs, couch (gold garnish will be dark like

chairs, and end table for champagne and macaroons.

STEP 9

Our fixtures

These photographs were our initial inspiration for Amour Éternel.

We hope to focus on elegance with a hint of nature intertwined.

This photograph features a fixture like the one our dresses will be displayed on.

DRESS FIXTUREThe canopy-like frame with columns and the long pole holding the hangers represents our dress fixture.

HANGING FIXTUREThe wooden fixture represents what our hangers will look

like to coincide with our veil fixture.

SHOE FIXTUREThe limited options of shoes will be presented in glass cases. All shoes will be in light colors and diamonds to accent the display. Display for shoes will be in a room separated by dividers. Shoes will be showcased in the corner on custom glass shelves.

ACCESSORY FIXTUREThe tiered shelf will display our jewelry and/or accessories

and the mirrored table will be for refreshments. Glass corner shelves will be in the accessory room.

STEP 10

Our mannequins

Elongated arms and legs.

Leg mannequin alternative for garters.

The two mannequins being used are realistic and semi-ab-stract. Mannequins will be used in the window displays and on display for the customers to see when walking through the door. Our mannequins will make statements through their clothing, expression, and scene placement.

STEP 11

Floor planogram

Dre

ssin

g Ro

om

Cubicle

Cubi

cle

Belt Disp

lay

Shoes

Veil

Dis

play

Window DisplayWindow Display

Doorway

Display

Restroom

Cash Register

Storage

Rug

Stan

d

Chai

r

Chai

r

Dre

sses

Dresses

Tabl

e

STEP 12

Wall planograms

MIRROR

Wall #1

Wall #2

12

Wall #3

logo

restroom

12

Wall #4

�tting room

12

Wall elevations12

Wall #1

12

Wall #2

12

Wall #3

restroom ETERNAL

12

Wall #4

�tting room

Our window planogramsSTEP 13

Our window display13

Project by:Kelsy Kershaw

Katie Brumfield

Megan Self