Around The World

Isadora Alvarez

Around The World

Around the world is a concept store that takes fashionable and artisanal products from different parts of the globe and places it under one retail space. Around

The World strives to give the customer a unique shopping experience by bringing together culture and fashion. It is a hub for fashion’s adventurous followers,

as it will showcase the best and the most unique designers and products from around the globe.  

Target Market Age: 25-35 Gender: Male and Female Status: Single- Young Family Education: College graduate- Masters Degree Race: All Income: $60,000-up /yr. Social Class: Middle- Upper Class

Psychographics

Our target market is worldly, well travelled and a seasoned shopper. She/he enjoys eating brunch on Sunday’s in the hottest spots, hanging out at the hippest bars, listening to a wide variety of music that ranges to indie, folk, electronica, and the classics.

Our customer also takes pride in reading the latest novels, and taking vacations in far flung exotic places around the world such as South Africa, Brazil, and to remote islands in Asia. The Around The World costumer is adventurous when it comes to sartorial choices , mixing fashionable and trendy clothing with something unusual and unique such as a bib necklace made by artisans in Africa.

The ATW customer shops and follows lifestyle trends voraciously, but does these things with personal style and preferences always in mind. For the ATW market, shopping is a sport and clothing is a an extension of their identity. Price is not an issue if they find something that they love

Customer Profile Name: Savannah

Age: 30

Occupation: PR agent

Education: NYU Journalism, Masters Degree in

Communications

Residence: Greenwich Village, NYC

Heritage: ½ Swiss ½ American

Music: Justice, Foster the people, Florence+Machine,

Damien Marley

Favorite spot: Machu Pichu, Peru

Reads: David Sedaris, Bret Eston Ellis, and websites

such as TheSartorialist, Stylebubble, and WWD

Fashion Aesthetic: Likes to keep up with trends,

favoring designers such as Alexander Wang, Mary

Katranzou but also likes to mix them up by wearing

unique items from flea markets and from travels

abroad

Competitors

 

Opening Ceremony Anthropologie

,    

The Store The store will be 1500-2000 sq./ft. and will be reflection of what is

currently going on with the merchandise, a blank canvas of white walls, cement floors, and bare ceilings that are conducive to have artwork hung on them or be tagged with graffiti. Modules, and display racks that can be moved around and repainted according to season, new collections, and for promotional events, lighting will be cheery but not too bright. The store will always maintain a fun and funky atmosphere, with the store windows always mimicking what city we are promoting or what is currently in the zeitgeist.

Merchandise will be displayed according to designer, who are then grouped according to the city that they represent, There will be special installation-like modules and spaces that will be created every quarter according to current promotions and merchandise, which will give the customer a sense of newness and excitement every time they come into the space.

Music that will be played in the store will be of different genres and artists- on any given time you might here a current band like Toro Y Moi playing, or you might hear a rolling stones song. Diversity is what you will see and hear in our store.

Lighting inspiration

Layout and display inspiration

Store Inspiration

Location: SoHo, New York City SoHo is a neighborhood in Lower Manhattan that caters to the hip and fashionable crowd of NYC, a demographic that Around The World c a t e r s t o . T r e n d y b o u t i q u e s a n d a r t galleries comprise of this neighborhood, making it a perfect fit for Around The World.

Soho Facts •  Median Household Income:

$63,845

•  Single Males: 26.0%

•  Single Females: 22.6%

•  Median Age: 39

•  Homes With Kids: 12.9%

•  Average Household Size:

1.714

Relationship Status

Age Distribution

Source: http://www.zillow.com/local-info/NY-New-York/SoHo-people/r_270928/

Product Around The World will be sourcing apparel, shoes, and accessories, books and novelty items from chosen designers, labels, craftsmen from various cities around the globe. With the diverse aesthetic in mind, the merchandise sold will vary from well-known, fresh, and young labels such as ACNE (Sweden) Pamela Love (NYC) A.P..C (France) Alex Wang, Christopher Kane (UK) and so on. Unique finds such as beaded bracelets, hand dyed silk from Africa, Silver accessories from Burma, and home décor from various sources will be included. The store will also have its own label under the name Around The World, with an aesthetic that blends culture and current fashion trends, with an emphasis in collaborations. We will be working with bloggers, fair trade organizations around the world, and big name designers who will want to create fresh and unique products fit for our brand..

Price Range: Medium-High Men’s Apparel& Accessories, Women’s Apparel& Accessories Books, Home Décor, and novelty items

The private label will have a price range of $40-60 for basic items such as t-shirts and accessories to $200-500 for items such as special designer collaborations, dresses, pants and shoes.

Finds from around the world wil l be priced from $10-200 depending on what type of merchandise they are.

The designer labels will have a price range of $100-$700 depending on the SRP of the labels.  

Hui Hui Scarf (Germany)

Here comes the sun wooden sunnies (France)

A  Peace  treaty  scarf    ( m

ade around the world thru ethical&

sustainable projects)

Woven Baskets (Africa)

A.P.C (France)

ACNE (Sweden)

Dannijo Necklace (NYC)

People The people who will be running the day to day operations will be a reflection of the

store’s mission and vision. They will have a distinct personal style, they are worldly, well educated, and well versed when it comes to the merchandise- knowing extensively the details as to who made them or where they came from. In Around The World we are always trying to create a story of a merging of culture and fashion under one retail space. The hiring process will not discriminate against race or religion, as we strive to give a diverse image even with our personnel.

Selling and After Sales Training •  Customers will be greeted with the phrase “Hi! How’s your day going?” and will then be

walked through the merchandise, with commentary on the details and origins of the products.

•  The current store interior will also be explained, should the customer be interested, giving an explanation as to why the store is decorated in such way.

•  Styling will be taught, every time new merchandise comes in, it will immediately be given other product options that will go with it, so that whenever a customer tries on a piece, there will be an accompanying item that can be suggested.

•  After a purchase is made and the details of the customer and the item purchased are procured, a handwritten note by the SA who assisted the customer should be sent out immediately. With this personalized service, the customers will feel a sense of importance, which can lead to brand loyalty.

PR The store’s public relations and promotions will be outsourced, but all materials will be made by an in-house designer to maintain our unique branding.

Promotions •  Every quarter, the store will be showcasing a different city/country that will highlight the

products and their culture. There will be an event that will open the quarter, with an intimate unveiling of the new store displays that is open to valued customers and the press.

•  Every season, there will be an online look book for the ATW private label, which will be posted on all social media sites, be sent out to press, and to customers in our database.

•  Newsletters will be sent out every time there is a new batch of products, these items will be photographed and will be put on online materials that will be sent out to customers, press, and bloggers.

•  When products are going to be on-sale or we have special announcements and events, we will alert our valued customers beforehand thru our email database.

•  We will be maintaining a blog in our website that will be updated three times a week. It will announce news, products, and our inspirations, giving our customers an inside look to our aesthetic. .

•  We will also be promoting through social media sites such as Twitter, Facebook, Tumblr, and our blog.

Social Media Accounts T

W I T T E R

F A C E B O O k

Other Channels of Sale

Around The World www.aroundtheworldshop.com  

To reach more consumers and widen our market reach, we will be operating an online shop. Look books will be posted online, and we will have a blog section that w i l l t a l k a b o u t c u r r e n t promotions, inspirations, and p h o t o s o f t h e s t o r e a n d merchandise. It will offer free shipping on orders over $150.00 for orders in the US,. For delivery to other countries, fees and import tax will be calculated depending on the country.