Luminescent Trading Co. Directive
Transcript of Luminescent Trading Co. Directive
The Luminescent Trading Co., abbreviated as LTC, receives its namesake from association with
the stars which has long inspired a number of adventurers and bold dressers in the fashion
industry. One aspect of the clothes found in LTC will be the unique patterns and rustic appeal of
the brick & mortar building. This is where the ‘Trading Co.’ and the lightbulb symbol come
from. Hoping to inspire a sense of old western exploration in the Rocky Mountains, LTC will
carry designs for the everyday traveler and the mountain-hiking fashionista all at once. The font
was chosen for its simplicity and hand drawn feel. It is meant to give the brand a small business
name no matter how large LTC grows.
Store Atmosphere
The inside of LTC will keep up with a handcrafted, log cabin feel that the façade will adorn with
large, reclaimed wooden planks for the floor and rustic brick on the statement wall behind the
cash wrap. With Edison-style bulbs as the lighting throughout the store, there will be a very
warm glow to give customers a relaxed and at ease feeling. The ceiling will be tiled an eggshell
white while the walls will be shiplap in a matching color. The layout will be boutique style with
clothes arranged in an order where they could grab two or three pieces beside each other to make
a complete outfit. The store will be separated into trends with three sections specifically for
Bohemian, Americana, and Moroccan. There will be a table of knickknacks and gifts between
the two cash registers of the cash wrap so people have something to browse while waiting.
Target Market
For LTC, Experiencers will be the target market. Experiencers include a wide array of dressers.
They are constantly trying new things and set forth to be individuals without the true intent. They
are style adventurers as the first into a trend. With a love of physical activity, Experiencers are
truly the outdoorsy type for this store. They want everything and as impulsive people, this truly
makes them an excellent shopping segment. This segment works perfectly for LTC because of
the warm nature of the flagship store. Experiencers are social and hold friendship to a high
importance. This goes along with the LTC sales staff goal of giving customers the best, personal
experience they can. Experiencer’s own trendsetting is perfect with the unique styles and
statement pieces so important to the LTC store. The love of physical activity is wear the section
for a more rugged brand like Patagonia comes in which will be carried as one feature of the
store.
Brand Personality
With Experiencers as the target market, this makes the brand one of Excitement according to
Aker’s Brand Personality. Those who shop in the Excitement brand are daring like Experiencers
are with their trendsetting and LTC is with its unique pieces. Both are spirited like the young,
cool target market will be. Going along with Experiencers being trendsetters, those who shop in
the Excitement brand are unique. All of this can be used to market specifically to Experiencers
and get them into the LTC flagship store. While having staple pieces is important to any store,
LTC will advertise having unique items with all of our stock on the floor so as to avoid two
different Experiencers who know each other to buy the same thing. Another way to use this to
LTC’s marketing advantage is to assure that the statement pieces are known and there are plenty
of them. One section of the store can be devoted to solely vintage clothes that are completely
one-of-a-kind, something most Experiencers will appreciate for the uniqueness.
City and Regional Profile
The flagship location of LTC will be located in Boulder, CO.
Boulder:
Population: 103,166
Males: 51.6%
Females: 48.4%
Median Household Income: $57,428
Median Age: 27 years
Education Level: 77% completed a Bachelor’s Degree of higher which is 11% higher than
Boulder County
Unemployment Rate: 4.1%
Nearest Cities: Aspen, Denver, Fort Collins, Colorado Springs
Flagship Location
The flagship location of LTC will be within the vast Pearl Street Mall. This mall in particular is
the spot because it is so near the target market of college aged students. Colorado is important
because Experiencers live out in this location seeking adventure and travelling as much as they
can, which is exactly the target market. The Pearl Street Mall in Boulder is a four-block open-air
pedestrian mall located downtown where mostly locally-owned stores can be found. The area is
close to the University of Colorado, so one can be assured of finding several bookstores along
with a market for a small campus apparel section. The Pearl Street Mall, is less of a mall and
more closely related to a downtown of Boulder with a hopping nightlife. The buildings all have
beautiful facades made with brick and lumber that coincide just enough with the theme of LTC
where the store won’t be out of place, but won’t blend into the background either.
Pearl Street Mall
Trend & Inspiration Analysis
Silhouettes and Shapes
Statement patterns; Oversized cardigans; Ribbed knit sweaters; Distressed denim; Vintage floral;
Chunky scarves
Color Palette
Fabrics & Textures
Cotton, Denim, Fur, Leather, Raw Silk, Suede
Merchandise
Tops: XS – L
Sweaters: XS – L
Dresses: XS – L
Jumpsuits: XS – L
Jackets: XS – L
Coats: XS – L
Skirts: XS – L
Denim: 24 – 32
Trousers: XS – L
Accessories
Hats: S/M – M/L
Bags and Jewelry: No Size
Shoes: 5 – 10
Brands
One Teaspoon | Somedays Lovin | MINKPINK | Free Bird by Steven | Very Volatile | Black
Swan | Chaser | Knot Sisters | Jens Pirate Booty | Novella Royale | WYLDER | Vanessa Mooney
Price Point
Moderate, medium prices ranging from $50 - $200
LTC Hendrix Graphic Tee100LTC Classic Distressed Jeans100LTC Rolling Stones Boyfriend Tank100LTC Thrown Together Bomber Jacket100
Americana Rolling Rack One
LTC Burnout Contrast Tee
LTC Suede Trousers
LTC Black Cuffed Jeans
LTC Tie Front Jacket
LTC Americana Rolling Rack 2
LTC Americana Rolling Rack 3
LTC San FRan Motif Tee
LTC Paisley Print High Neck Top
LTC Plaid Flannel
LTC Ribbed Crop Vest
LTC Americana Rolling Rack 4
LTC Classic Wash Skinny
LTC Ramones Tee
LTC Classic Wash High Rise
LTC Varsity Jacket
Store Sections
World Traveller Americana
Bohemian Graphics Wall
Boulder, CO information
http://www.city-data.com/city/Boulder-Colorado.html
http://www.boulderdowntown.com/
http://www.travelmuse.com/articles/general-features/top-10-boutique-shopping-cities
Color Swatches
http://www.pantone.com/pages/pantone/colorfinder.Aspx
Trend & Inspiration Analysis
http://lookbook.nu/
www.style.com