B.O.J. Maternity - Colour Stories, Store Layout, 10 Looks (Possible Revision)

 

 

'

 

Why?

I have decided to explore a rare niche in the fashion market: maternity wear.  My consumer analysis includes the following:

Gender: Female
Age: 25-39
Income: Medium-High Range
Occupation: Business, Retail, Housewife, Teacher
Lifestyle: Active, working, stay-at-home

The purpose of this maternity store is to provide women with clothing that facilitate their needs during and after their pregnancies. Clothing must not only be comfortable, but stylish and trendy in design. I have created three “colour stories” for this store and they include: Purple Haze, Sweet Lullaby, and Seaside Stroll. I have chosen these colours as I feel they exude the feeling of joy and anticipation. These colours also represent softness and femininity that are ideal for the consumers’ age group. I wanted to avoid colours such as black, white and bright neon colours.

• Purple Haze is an elegant look and can be worn for any outdoor occasion. It would be ideal for any woman who is still active in the working field or a formal event.
• Sweet Lullaby is a comfort and lounge wear. It is suitable for mothers who rather enjoy the comfort of their homes or nursing mothers.
• Seaside Stroll is a versatile look and ideal for every occasion. Whether for nursing or strolling in the park, this can serve a mother’s every purpose.

All garments are made of cotton, rayon, spandex and wool. This would provide comfort as well as providing ease and stretch when needed. 

The store layout that I have designed is simple and allows easy maneuverability for consumers. Near the entrance we have the cashier, and displays. The fitting rooms are located at the back of the store and include a lounge area for waiting family members such as husbands, children etc. Accessories such as bags, lotion, and hats are located near the heart of the store so they can be easily spotted by passing consumers. The sale items are located towards the end to encourage further shopping as the consumer navigates throughout the store. The three colour stories are laid out so that as a customer flows through the store, they will likely see all three and hopefully, one or more will appeal to them.