T’iundra Evans, Da’Shira Jackson, Tonaya Wright

Ej. Wright By

EJW

About Ej. Wright

• EJ. Wright is a menswear boutique located in

“Uptown” Dallas, TX. The store provides

exquisite quality in suits, vests, jackets and

shoes, offering the “top of the line” fashions in

blazers, pants, accessories and watches. The

name, EJ. Wright portrays the idea of a high

end designer.

Target Market

• EJ. Wright is located in “Uptown” Dallas, TX. According

to the Geographic Comparison Data Table, the

“Uptown” Dallas area has a total population of

1,261,999. Out of that population 35.1% are men in the

ages between 24 to 44, which gives a median age of

30.6 (Geographic Comparison Table).

• The “Uptown” Dallas area gives EJ. Wright a perfect

target market for middle to upper class men, who are in

their mid 20’s to late 30’s. Which are college graduates,

entrepreneurs, working business men or any men who

is fashion forward.

Geographic Comparison Table. (n.d.). Retrieved from www.census.gov

Mission Statement

“ To provide quality service for exceptional men.”

EJ. Wright

•Each season the company will choose a spokesperson from among the current customers to be the face of the company. The chosen customer would most likely be a local Dallas celebrity.

a. A list of potential spokesperson will be assembled by associates based on shopping frequency and dollar amount spent. The ideal customer would spend over $1000 a month.

b. The manager will reach out to the potential spokesperson and based on feedback a panel of 10 randomly selected people will chose the winner.

c. The winner will be announced at the beginning of the season at a reveal party that will feature the new clothing for the season.

•The first Saturday of each month there will be a sponsored event in the lounge area of the store. The events may include mini fashion shows, mini barbershops etc.

a. The potential sponsors will be surrounding small businesses. The business will be contacted at least three months prior to scheduled event.

b. Advertisements will be placed at both businesses as well on social networking sites, and through email blast.

c. The cost of these events will be split evenly between EJ Wright and partnering business.

•A point system will keep track each time a customer purchases items. The point will be used to receive free items or discounts in the store.

a. Customers will be given the option to sign up a checkout time. The process will take only two extra minutes. All the customer needs to provide is a name, mailing address, email address, birthdate and phone number.

b. The customer will be sent two cards one for the key chain and the regular sized card. Every dollar spent will equal one point.

Points system:

i. 500 points- free accessory

ii. 1000- 10% coupon valid on any purchase over $50

iii. 1500- 20 % coupon valid on any purchase

iv. 2000+ Buy one get one coupon for items priced up to $50 for every 500 points earned

d. The program will be implemented eight months after grand opening.

•Mail customers a birthday card detailing the new items of the month and offer a 30% coupon valid for one purchase during birthday month.

a. Information will be obtained from point system database.

b. The coupon will be mailed out at beginning of the birthday month and will be good until the end of the birthday month.

c. Physical coupon will not have to be printed out. The information will automatically be prompted on screen once point’s card is scanned.

•Offer monthly newsletter to customers in points program

a. The email will be sent out at the beginning of each month.

b. The email will offer style tips, exclusive in store savings and new product information

c. The newsletter will be sent out through an email marketing channel such as The Campaigner

Marketing objectives

brand image

• EJ Wright is the one stop shop and ultimate

shopping experience for fashion-forward men.

Here, is where a man can balance the tasks of

watching his favorite sports team while revamping

his wardrobe within his lunch hour. EJ Wright

understands “what a man wants”.

EJ. Wright

1. Wall Hangrail fixtures

Surrounding the perimeter of the store this fixture will simplify the

store’s appearance and bring notice to the merchandise bordering the

store. The simplicity adheres to the brand’s image of splendor, class

and edge. Each wall will follow a clothing category of business ,

business casual , casual and date night which will be obvious by the

merchandising on the overhead wooded portion of the fixture.

FIXTURES

2. Cable Shelving

The cable shelving will occupy one side of each wall hangrail to

display basic essentials that compliment the merchandise

categories of each wall. Basic essentials such as undershirts and

basic t-shirts by style , color and fabrication.

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5. Portable Display

3. Round Table

Propped as the store’s centerpiece this table will be

the accessories focal point. Male essentials are

important to any male shopping trip. Merchandised

on this table will be a Portable Display case, a Two

Tier tie rack in addition with other decorative

assortments and a table mirror for the male to feed

his ego.

4. Two-Tiered Tie Rack

Assorted on the store’s centerpiece will

be the tie rack . A tie is a must for any

male’s wardrobe therefore it is essential

that the ties are displayed at the focal

point of the store .

Since our customer’s time is valuable, a

watch assortment will be placed inside

the display case for emphasizes on the

importance of time and having a watch.

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6. Adjustable Shelf Merchandiser

Displays shoes in an intricate and intriguing manner for

flexibility in creative merchandising. The 5-spiraled shelf

limits the amount of shoes permitted to be displayed which

creates the sense of exclusivity . This merchandiser will be

placed beside the store furniture to entice a seating man to

try on a pair of shoes.

7. Cobblestone Spiral Rack

Not only does this spiral rack add flow into the store , it

is the perfect merchandiser for emphasizing a layered

outfit. The spaced apart hooks also create the illusion

of limited quantity and exclusivity of selected

merchandise. This rack will be placed around the

store’s focal table to maintain the simplicity of the

store’s appearance and prevent clutter.

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Wall Elevation

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Wall Elevation 1.EJ.Wright male model poster- makes it easy for men to find what type of dress they want just by

looking at the wall poster.

2.Folded Oxford shirts- easy access to find many different color shirts that is needed without

having to search through many hangers.

3.Sweaters- goes well with the jeans to create an easy outfit.

4.Jeans- easy access for customers to look at different style types of jeans at once.

5.Folded Sweaters- makes the store look crisp and an easy way for customers to at find their size.

The purpose for these products on the wall in this particular order makes it easier for customers to

find what they need. Starting from the left and going to the right a customer can choose from

different colored oxford shirts and decide whether or not if they want to layer it by selecting a

sweater and completing the look with a pair of jeans. This wall serves the purpose of giving

customers many choices to create multiple casual outfits.

Left Store Front 1

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Right Store

Front 11

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• 1 . Backdrop: (1) Sky blue fabric background

• 2.Lighting: (1) yellow/orange light filter for sun lighting effect

• 3. Props: (1) Cardboard fence

• 4. Props: (1) Cotton clothes line

• 5. Props: ( 6 ) Clothes line pins

• 6. Aesthetics: Shredded green plastic and paper for grass

• 7. Props: (1) laundry basket

• 8. Props: Vibrant colored clothing to fill laundry basket

• 9. Merchandise: (3) vibrant printed men’s shirts

• 10. Signage: Window signage bordered with black tape and paper text.

11. Backdrop: (1)Sky blue fabric background

12. Aesthetics: Series of suspended and

backdrop glued cotton swabs for clouds

13. Prop:(1) Tree created by actual tree branches

wired to the wall.

14. Aesthetics: (3) Cardboard flower stems

15. Merchandise : (3) Printed men’s shirts

hanging from a tree branch, laid on the

grass and posed as a flower bud

16. Signage: (1) Colored card-stock s

17. Aesthetics: Paper tall green grass taped to

window

Left Store Front Right Store Front

Store Front Window : Key

Store Front Reasoning EJ Wright caters to the fashion conscious male whose image is crucial on and off the clock.

The storefront windows displays the vibrant printed trend of Spring 2012 with an animated and

vibrant assortment of props and merchandise that ignite the senses of the passerby male. Both

windows depict a colorful, outdoor and sunny setting that are reminiscent of the weather and

activities enjoyed during beautiful Spring afternoons and the weekends the EJ Wright male look

forward to. While sporting the season’s vibrant prints, of course.

The left window is a nostalgic and relatable theme , remindful of a grandmother, mother , wife ,

or ideal setting of a loved one drying laundry on the outdoors clothesline to attract the calming

scent of a wonderful Spring day. A n imaginative connection of the senses : scent of the

clothing, feeling of the weather and sight of the wind’s rippled affect against the clothing .This

encourages and excites the male customer of the Spring 2012 print trend.

The right window is cohesive with the left window. It continues to elevate the imagination

through the senses of smell, sight and feeling. Such as the scent of flowers in a blooming field,

the swaying of grass, growing leaves and tree branches , and the sun beating against the skin.