1.
Queen
Alison Kinkade

2.
Queen B, often abbreviated with a simple but elegant “B”, gets its
name from the character Blair Waldorf off of the T.V. show Gossip
Girl. Queen B offers high-end clothing for the workingwoman who
has style and grace.
Store Atmosphere
When entering Queen B the customer should feel transported to
another world. Upon entering they will feel like they are the most
important person in the world. The sales associates act as personal
shopper adding to the store a feel of elegance and class, everything
that Queen B embodies. The store’s ceiling is very ornate, enhancing
the feel of high class. The floor is a beautiful cherry wood and the
walls are a light pink with a mix of florals playing up the girly side of
Queen B. Queen B is laid out like a boutique making it easy to display
new and seasonal merchandise. The sections are divided into elegant
eveningwear, work attire, and casual day wear.

3.
Target Market
Based on the VALS model, innovators will be the target market for
Queen B. Innovators are known as the leaders of society. They have
many resources and prefer the finer things in life. This segment is
appropriate for Queen B because it will have high-end quality
clothing that is very unique and fashionable. The innovator market is
open to new products and technologies. They are not afraid to try
and spend money on new things in any market. They often buy new
cars, big houses, clothing, art, etc. Making them the perfect match for
Queen B.
Brand Personality
Based on the Aaker’s brand personality traits, the trait for Queen B
will be “upper- Class.” The trait is appropriate because all the clothes
that will be sold will only be affordable to the upper class and many of
the dresses being sold only the upper class will have a place to wear
them, like an evening gown for example. The upper class used as a
market tool would give an air of exclusivity to Queen B that would
appeal to the target market.
City and Regional Profile
Queen B will be located in SoHo New York. SoHo (and New York
itself) is home to many upper class people. Society is important and
what a person is wearing can make or break them. Soho loft prices
are multimillion-dollar and many expensive galleries are relocating to
SoHo. SoHo has become a favored choice for luxury hotel dwellers
wishing to escape the hustle of Manhattan.

4.
SoHo Demographics
• Population: 11,500
• Median Household Income: 102,143
• Average Household Net Worth: 1,345,832
• Median Age: 35 years
• Marital Status: Married
• Education Level: Bachelors degree- 3,952 Graduate degree-
2,924
Location
The exact location of Queen B will be a stand-alone boutique on
Broadway Street. This is one of the shopping strips in SoHo. It would
be a good location because there is a mix of high-end fashion along
with some low-end chains, making Queen B stand out while still fitting
in the some stores who have the same target market.
Broadway
Street
Broadway
Street

5.
Trend Inspiration Analysis
Flared
Trousers
(Veronica
Beard) Winter
Florals
(Antonio
Beradi) Feathers
(Alice
+
Olivia)
Car
wash
skirt
(Oscar
de
le
Renta)
Capes
(Valentino)
Short
Skirts
(Louis
Vuitton)

6.
Color Story
Queen B will always have the basic colors, black, white, and tan with
added pops of color through the store depending on the seasonal
trend. For example, fall 2015 Queen B will feature:
Assortment
Day Dresses: XS-L
Blouses: XS-L
Trousers: 0-10
Skirts: 0-10
Blazers: 0-10
Outerwear: 0-10
Evening gowns: 0-10
Brands
Alice+Olivia, Ellie Saab, Issa London, Erdem, Joseph, Isolda, Adam
Lippes, Valentino, Forte Forte, Isabel Marant Etoile, Lanvin, Chanel
Price Point
Designer: 500- 5,000

7.
Back
Wall
Right
Wall

8.
Cash
Wrap
Left
Wall

9.
Outside
front
entrance
Just
inside
front
entrance

10.
View
of
windows
&
door
Aerial
View

11.
Planograms
Ballet Bar
Wool Wide Leg Pants
100
Blue Lace Midi Dress
100
Floral Dress
100
Floral Print Poplin Shirt Dress
100
Silk paneled black floral print organza dress
100
Sleeved Floral Dress
100
Tan Linen Blended Trousers
100

12.
Strapless Twill and Tulle Gown
100
Pink Ruffle Silk Cape
100
Wall Stand
Trimmed Lace Gown
100
Wall Hanger
Stretch Pencil Skirt
100
Gingham Pencil Skirt
100
Tweed Pencil Skirt
100
Brocade Pencil Skirt
100
Wall Hanger
Navy Checked wool blazer
100
Printed Silk Top
100
Tie Front Suede Top
100
Gingham Blazer
100

13.
References
Trend Inspiration
Fall trends. (2015). Retrieved from www.style.com
Clothing
Clothing. (2015). Retrieved from www.polyvore.com
Color Story
Pantone fashion color report. (2015). Retrieved from
www.pantone.com/pages/fcr/?season=fall&year=2015origin=topnav
SoHo Information
Lifestyle and demographics. (2015). Retrieved from
http://www.realtor.com/local/SoHo_New-York_NY/lifestyle