STORE 005GEORGETOWN

DRESS SHOPHOLIDAY 2015

KRISTA INFANTE, SMMANDI STRANTZ, DA

MIKE BERNIER, ASMMJON SWAN, SM

The second wave of holiday apparel flooding through our doors inspired us to challenge the dress shop concepts.

Being a non-comping store puts us in the unique position to take some creative risks. Our store’s powerful dress business yielded the desire for expansion and innovation.

We framed our conceptual adaptations to this space with two goals in mind:

1. Appeal to our Georgetown customer’s wants and needs for holiday wear.

2. Create cohesive brand storytelling reflective of our current online and social media direction.

The following pages detail the conceptual ideas behind our two dress category shops, display inspiration for our plexi installation, and our marginal growth in dresses this

season.

STR 005 GEORGETOWN

LATE HOLIDAY DRESS SHOP

FIRST KISSInspired by the excitement of adolescence, First Kiss

celebrates the whimsical enthusiasm of first experiences such as dressing up, winter formals, flirtatious glances,

curling up with your crush, or kissing under the Mistletoe. Grounded in icy grays, lavender, and blush

pink, this shop is defined by flirty, loose silhouettes, cozy layers, lurex fabrics, sequin and velvet details, silver

hardware, and floral scented beauty products.

CONCEPT SHOP BY KRISTA INFANTE, SMM

FIRST KISS INSPIRATION FIRST KISS OUTFITTING

FIRST KISS ENTRY TABLE FIRST KISS BEAUTY CLUSTER

FIRST KISS SECONDARY GIFT CLUSTER

GOLD DUST INSPIRATION GOLD DUST OUTFITTING

Light and shadow are repetitive motifs in nature, both constrained and defined by the other. Gold Dust Woman is an extension of this

idea; it is exemplified by a selection of the brightest golds and darkest blacks. The collection speaks to the duality of a woman and

the “illusions of love,” as referenced by Stevie Nicks. This shop is defined by little black party dresses, gold statement pieces, leather

layers, metallic accessories, and elevated beauty products.

CONCEPT SHOP BY MIKE BERNIER, ASMM

GOLD DUST WOMAN

GOLD DUST WOMAN ENTRY

GOLD DUST GIFT CLUSTER

WOMEN’S DIVISION

130 DRESSES

LW: $15,934 +116% vs. Comp: +45%W/E 12.5: $24,714 +82% vs. Comp: +22%

W/E 11.28: $13,139 +76% vs. Comp: +40%

131 ONESIES

LW: $2,181 -3% vs. Comp: -3%W/E 12.5: $3,753 +51% vs. Comp: +15%W/E 11.28: $2,339 +31% vs. Comp: +5%

193 OTHER BEAUTY

LW: $2,883 +34% vs. Comp: +33%W/E 12.5: $1,250 -1% vs. Comp: +23%

W/E 11.28: $2,671 +61% vs. Comp: +19%

The addition of expanded beauty related gift clusters and special attention to dress attributes payed off post Black Friday with nearly a nearly $8,000 gain in revenue last week vs. the same

week last year.

PLEXI CLOUD INSTALLATIONBY

ANDREA STRANTZ, DA

PLEXI CLOUD INSPIRATION

MATERIALS:

PLEXI SHEETS CUT INTO EQUILATERAL TRIANGLES

20 LB FISHING LINE

WHITE CONTACT PAPER

STR 005 GEORGETOWN DRESS SHOP COMPLETION

SPECIAL THANKS TO:

ERICK CHAVEZ, MTLCHRISTIAN McINTOSH, WTL

GWENN LAVINE, WTL