Here are the key points about the specific fiber content of the Stella McCartney dress: - The dress is made of stretch cotton, which is hydrophilic (water absorbent) making it machine washable and allowing it to dry quickly. - Stretch cotton has a soft handfeel and texture, providing comfort when worn. - Cotton also has good draping properties, making it easy to sew and drape well for dressmaking. - Stella McCartney selected stretch cotton as it is a practical fiber that is comfortable, easy to manufacture, and suitable for all-season wear. The fiber content supports the quality and versatility of the dress design.

1. Table of Contents
Retail Environment .................................................................................................................. 1
Bloomingdales Location Analysis ......................................................................................................................................... 2
Consumer Behavior .................................................................................................................. 4
Physiographic research ............................................................................................................................................................. 5
Physiographic Board ................................................................................................................................................................... 5
Trend Forecasting .................................................................................................................... 1
H&M wild Craft .............................................................................................................................................................................. 2
Prada.................................................................................................................................................................................................. 2
Brand Management .................................................................................................................. 1
Blow Away....................................................................................................................................................................................... 2
Benefit Mental Map...................................................................................................................................................................... 2
Retail Management .................................................................................................................. 1
Staffing Schedule .......................................................................................................................................................................... 2
Merchandise Presentations....................................................................................................... 1
Floor Plan......................................................................................................................................................................................... 2
Wall Elevation ................................................................................................................................................................................ 3
Applied Buying ......................................................................................................................... 1
Assortment Plan............................................................................................................................................................................ 2
Six Month Plan .........................................................................................................................................................................................3
Operation Statement ............................................................................................................................................................................3
H&M Customer Analysis .....................................................................................................................................................................3
Textile Science .......................................................................................................................... 1
Specific Fiber Content................................................................................................................................................................. 2
Merchandise Allocation ........................................................................................................... 1
Type chapter level (level 2)...................................................................................................................................................... 2

2. Retail
Environment
Bloomindales Location
Analysis

3. Bloomingdale West Field San Francisco Location Evaluation
Location is typically one of the most influential considerations in a customer’s store choice
decision, making the location decision so important. People usually choose to shop at the
location closest to them, for connivence. Also, retailers need location as a competitive
advantage to their competitors. When a retailer has the best location, it attracts more
customers and allows them to receive more business. Lastly, when deciding on a location,
retailers have to be ready to commit to leases. The location decision can be risky, and require
investments.
Retailers must take into consideration many options before choosing a location. When
evaluating specific areas for location retailers must consider; economic conditions because it
is important to examine the area’s level and growth of population and employment,
competition because the level of competition in an area affects the demand for a retailer’s
merchandise, strategic fit because the area needs to have consumers who are in the retailer’s
target market, and operating cost because costs can depend on the cities density and
population. The next step in considering a location is the number of stores in an area to
figure out how many stores can be operated in even the largest MSAs. The retailers must
consider trade-offs between lower operating costs and potential sales cannibalization from
have multiple stores in an area. My channel is a shopping mall location.
My channel choose this type of location because it is located inside the Westfield mall and is
enclosed with a controlled climate, lighted shopping centers with retail stores on one or both
sides of an enclosed walkway. The advantages shopping malls have over alternative
locations are for many reasons. First, the merchandise assortments are available within the

4. stores and the opportunity to combine shopping with entertainment. Shopping malls attract
many shoppers and have a large trading area.
Bloomingdales direct competitors are in the same shopping mall, there are about 4 of their
direct competitors on the same or a few floors away. The store location’s advantages are to
get customers to become returning customers, they can form a relationship with customers
or have them get a in-store card; however, they might not always have all products in stock
for the customers that the online option enables. When customers only shop through non-
store sources there is a huge connivence factor for customers who are unable to travel to the
store, however the store cannot ensure they will return.
Bloomingdales is a multi-channel retailer as it has several locations, and as well the on-line
store and catalogues. The advantages to this are the brand and merchandise is available to all
customers, not just the ones that live in, near, or travel to the area the stores are located in.
Customers can also be assured that if their size or preferred style is not in stock at the store,
it can be found on the online store or catalogue, giving the customer to shop form home if
they wish. The disadvantages are since Bloomingdales relies on personal relationships with
their customers ( such as appointments), they loose that connection to the customer over
online orders.

5. Consumer
Behavior
Physiographic research
Customer Analysis Board

6. PSYCHOGRAPHIC RESEARCH Male Snow Boarders
After extensive observations and research about young adult male snowboarders, our
team decided that to provide the most insight into our target customer the three best
psychographic models are: VALS, lifestyle dimensions and personality trait theories.
Snowboarders have very strong psychographic characteristics because snowboarding is
their lifestyle, making almost everything else in their life to revolve around snowboarding.
The psychographic model, which describes our target customer best, is a lifestyle
dimension. A snowboarder’s main interest in our case is snowboarding. Their entire life
revolves around it, which creates all their opinions based in the “snowboarding lifestyle”.
The snowboarding lifestyle is a very distinct one. Perhaps this is also why their opinions are
so to the point. They lead a very social and party based lifestyle, which most people do not
agree with. This does not bother them because they believe that no matter what they are
correct. So if this lifestyle is the one, which they have chosen for themselves, then no one has
the right to judge them and try and to change their opinion on it. Even though this lifestyle
involves alcohol and often drugs as well. Because snowboarders are so used to fighting other
people about what they think and how they feel, their attitude is already extremely
defensive. Although they are considered very social, it is hard for them to become close
friends with someone who does not snowboard. It may eventually happen, but it does take
some time.
Young adult male snowboarders can be described in three words: ambitious,
rebellious, and stubborn. These words all describe a snowboarder’s personality in a nutshell.
Snowboarding is like a religion to them and this is the one part of their life over which they
feel as if they have control over. Everything else in their lives bounces around. Very often

7. they do not like commitment or stability. They find comfort in snowboarding and they have
made that their life goal at this specific life moment. Others may find such comfort with a
relationship or their career, but it is different for snowboarders, because they feel like
snowboarding is something that they can control. A snowboard will never be unpredictable
and leave you or cheat on you. It will also not fire you because you did not perform a trick the
best. Sure the snowboarder may seem disappointed about the fact that they did not land a
trick, but still they are in control and their life outside of snowboarding will most likely not
get affected, unlike it would be if you got fired from your job position. This feeling of control
brings snowboarders even closer to this sport making them want their whole life be based
around it. Snowboarders are definitely into introversion because they base their
snowboarding all around themselves. This is where psychoticism comes into the trait theory.
Snowboarders often have trouble dealing with reality. Not many can make this sport be their
career of choice and many rebels even when they understand that this will not get them very
far and that they need to focus on other goals, which are more achievable in their lives.
The trait theory of personality and lifestyle dimensions both brings us towards
evaluating where snowboarders are on the VALS chart. They are survivors, experiencers, and
believers. We decided that primarily they are survivors because they do not have many
resources and their lives are very narrowly lived due to snowboarding. They are so focused
on the sport that very often they tend to forget everything else. They are also experiencers
because they are extremely impulsive consumers. Being young and enthusiastic about their
life passion sport, they can be easily influenced by what they see in the media. Perhaps it may
be a brand they see flashing on the TV screen, which their favorite actor is wearing, or maybe
it is an ad they saw in a magazine. This consumer group does very little outside research

8. when it comes to making a purchase as well as being very impulsive towards making all their
purchases. The last category into which they fall is the believers category. Snowboarders
have strong belief systems and base what they do around soul. Soul ridding in snow boarding
is a big factor that helps relate them to their board and the snow, it is the reason they love it.
They have strong principles for what they believe in and will not alter that state of mind for
anyone. This section type favors proven brands, which is dead on for snowboarders.
Snowboarders are all about their brands and labels when they are out in the powder. They
cover their whole body, no one can see or recognize them except for their board with a huge
label across it. They believe in quality over quantity with their products, and only follow
specific brands such as: Oakley, Burrton, Volvo, and North face. They brands significance to
them is more then just a board with a cool design, it relates to their soul ridding. Their board
is who they are and reflects their personalities. The brand helps them achieve that, and they
stick to the few around.
Snowboarders live a very district and private lifestyle that anyone outside of their
realm would find hard to comprehend. Their lifestyle pertains to snowboarding, and
partying. They live a carefree life however; they are also concerned with proving themselves
to the world. Their personalities are concerned about controlling something such as
snowboarding while all other aspects round around untouched or controlled. They are
survivors, experimenters and believers. They survive off what they have, and that is what
makes them complete, experimenter’s because nothing is too big or too hard to try, and
believers because they are so passionate about boarding it apart of their soul. Snowboarders
psychographic is very distinct in their ways and the way they live.

9. Trend
Forecasting
H&M wild Craft
Prada Trend Forecast

16. Brand
Management
Benefit Mental Map
Blow Away

17. About us…
Brand Elements
Blow away is a high fashion retailer. The products in the store will include: Avant grade hats,
ready to wear designer hats, lipsticks, shoes and a few dresses. The store will be a boutique
setting. The store will retail high end, designer hats and accessories. It will feature the hats
for the key pieces of the store. However, a select ready-to-wear dresses, accessories and
shoes will also be sold. Lastly sold will be lipstick displayed to cover a whole wall including
every color of lipstick. The store will have few in the country, in major metropolitan, urban
cities. The Logo will be a photo of a girl and her hat is flying away. Also, photos of Isabella
Blow will be used because she is the inspiration of the store. The slogan ‘Blow away’ is
created from Isabella Blows name. It literally refers to how hats blow in the wind and
symbolically that woman should let their entire worried blow away, their hats should let
them do so. The brand will use photos of Isabella blow and tasteful art pieces framed around
the store.
Brand Personality
The personality is a trendsetter woman. She is quirky, fun and always ready to party. She
believes in herself and being an independent woman. She knows she is beautiful and loves to
enhance her beauty with accessories and beautiful things. She is wealthy, hard working, and
confidant. The brand knows who she is, and never worries about the little things in life. They
let their entire worries blow away, embrace what is now and do it beautifully.

19. Retail
Management
Staffing Schedule

21. Merchandise
Presentation
Floor Plan
Wall Elevation

24. Applied Buying
Assortment Plan
Six Month Plan
Operation Statement
H&M customer analysis

28. Textile
ScienceSpecific Fiber
Content

29. S
Specific Fiber Content AD #1
Name of product: Stella McCartney dress
Season of use: All seasons
Specific fiber content: Stretch cotton
1. Hydrophilic, which means that is water absorbent. This is a desirable property for
a dress because it will be able to wash in the machine. Also, because cotton dried
quickly too.
2. Soft hand, which is that its soft feel touch and texture to the fabric. This is
beneficial for dresses because it is comfortable on the body.
3. Drape. Cotton is easy to sew on a machine and drapes well for creating with
fabrics. Stella McCartney found the perfect fabric for the dress because they are
easy to manufacture.