typography in retial stores
DESCRIPTION
Design, written, and photographed to explain typography in retail store settings.TRANSCRIPT
The Tag Line
Section 37 Boutique
Sister Moses Boutique
Standard Style Boutique
Background of Boutiques
46
64
28
10
04
The Baldwin Story
Scarfs
True Religion Brand
58
18
38
passionA passion for an idea can turn into a true idea if the
person works hard to achieve their goal. Locally
owned boutiques are created to be a representation
of the owners passion of clothing and retail stores.
The passion continues in selling entities of certain
kinds to customers who are passionate about the
owners same style type and design. 5
styleEach boutique is unique in its style and appearance
because of how the owner chooses to express their
passion through the store. Like any small company,
the boutiques have to be unique to their industry
to survive on their own in the corporate world. In
becoming a successful business, the owner has to
first select a prime location for their selected de-
mographic of the store. In an article written by Jeff
boutiques choose to display
their merchandise in many
different ways and try to re-
flect the feeling of the store
through their displays.
Displays
Parissi, to start a successful business the
owner needs to fi rst pick their selected
demographic with the store and survey
the competitor stores of the area. Then
they will select the best location for the customer 77
to have easy access to their store. Many of the bou-
tiques consist of a cohesive style that is refl ected
in the design of the store, interior and exterior, if
possible.
The design is also refl ected into the clothing sold
inside of the store along with the branding system
that appears in as many places as the owner would
like it to appear. A successful boutique needs to
also have a cohesive look that could be recogniz-
able apart from any other store. The look should be
design incorporated throughout the store with the brand,
which should refl ect the atmosphere of the space.
Some boutiques, in particular Section 37, Sister
Moses, and Standard Style Boutique, refl ect well
the owner’s passion behind the store and their
presence as a whole. From the brand to the product
inside, these boutiques are cohesive in color, im-
age and design.9
Located in Wichita, KS on the north-
east side of town, Section 37 creates
a unique atmosphere for young, high
-fashion shoppers. The brand refl ects
the inside of the store and attracts
the younger generation by the way it
is stylized and designed.
Location
is everything with an
individual, locally owned
boutique. The photo is
a panoramic view of
the whole store. There
are many extra design
elements and additions to
the space that make this
boutique different from
the rest. Lighting is a big
part of the store’s design
and stage lights help set
the ambience of important
clothing that is on display.
Atmosphere
A sleek, hip design both for the male and
female cliental is what Section 37 is all
about. Section 37 is a boutique in Wichita,
KS and is a branch off of Johnstons which
is a larger boutique for the older, fash-
ion inclined generation. From the outside
design to the interior of the space and de-
sign elements, the direction of Section 37
pulls young, modern day fashion lovers
into the store.
history
1515
Section 37 chooses to market their store with a clean-
cut, typograpic-only brand that consists of white
and black color with a pop of red. The brand is seen
throughout the store on tags placed on the apparel
as well as on each hanger of the apparel. The brand
is what sets this boutique apart and it is important as
said in a article about branding boutiques
logo
Posters
The article said that the brand needs to allow the
clothing to connect with the target audience.1616
Graphic posters are
placed into the interior
space to add to the
ambience of the store
and feel of a boutique.
Posters
rue Religion is one of many brand name jeans
sold at Section 37. True religion style is known for
their way of marketing and uniqueness compared
to other competitor jean companies. Their clothing
and marketing techniques stands out from the rest.
Their apparel line is easily depicted and recogniz-
able by their signature upside down “U” that is
displayed on all the pockets of the jean line. They
are also known for their brand illustrations to be
depicted with a Buddha cultural symbol and each
jean style has its own name displaying one differ-
ent from the other. Their are many different kinds
of True Religion Jeans, all of which still refl ect back
to the upside down U form placed in different ways
on the pockets. Throughout the years the brand has
been refl ected onto hats and shirts to represent a
whole clothing line instead of just a jean line.
T
18whole clothing line instead of just a jean line.
18whole clothing line instead of just a jean line.
In this case the sleek sophistication of the brand
directs specifi cally back to the young, classy audi-
ence in which the store is trying get the attention
of. Section 37 sells a wide range of merchandise
mainly apparel consisting of shirts, pants, and
shoes in both male and female styles.
merchandise
19
The boutique has a sleek and so-
phisticated way in which they
display their clothing. It carries a
wide selection of many of the top
name brand apparel lines. Each
brand’s name tag and mark is re-
fl ected on to their clothing and
the way in which the competitors’
clothing apparel lines interact with
each other is cohesive within the
store.
The labels are supposed to be easy
quick links to more information
about the product to which the la-
bel is attached.
bra
nd
nam
es
In an article about clothing labels the main reason for a label is to con-nect the label back to the large brand it refl ects.
2020
This boutique is also know for selling a wide se-
lection of jeans and having its employees well
rehearsed in what types of jeans goes with what
outfi ts and occasions. The jeans are all marked
This boutique is also know for selling a
of jeans and having its employees
in what types of jeans goes with what
This boutique is also know for selling a
lection of jeans and having its employees
rehearsed
outfi ts and occasions. The jeans are all marked
with a strong, type-infl uenced tag and stickers that
are relating back to the brand. The store is all about
the atmosphere and the experience that each client
will have when they come into the store.
jeans
23
Brand of items are refl ected into
advertisements and logos through-
out the store. Many advertisements
show a consumer wearing the
product to put into picture what the
product would be worn with.
Brand Continuation
The numbers 37 that goes along
with the brand is found many places
including carved in the floor as you
enter the space.
Floor
Section 37 is designed to leave a lasting impres-
sion from the moment the customer leaves the
store. They would be able to recognize what the
clothing was they saw in the store and be able to
remember the experience while shopping to later
share with others. The impression of the store
should leave a lasting impression on the custom-
er and the funky style of the fl oor is unique and
draws leaves a lasting impression of the client. exp
erie
nce
27
Pazas and spunk are two words to describe Sis-
ter Moses boutique in Wichita, KS. The boutique
started with a group of women having a desire to
run their own clothing store together. There dream
came true with the birth of Sister Moses boutique.
history
31
The brand refl ects off of the Biblical character Mo-
ses and the burning bush, however has a gestural
feel of organic curly shapes that create the bush.
The inside refl ects the heart behind the owner’s as
well as refl ects the brand throughout the store.
style
32
Psprint was giving tips on how to make a boutique cohesive, there advice was to take a brand and re-fl ect that same style and feel throughout with color scheme, identity packaging and overall design of your boutique.
“
”
Many different clothing brands
and collection lines are sold in
Sister Moses. But all have the
same style and feel and similar
color tone to help keep the
store cohesive with clothing
and merchandise.
Many Brands
3434
Sister Moses does just that. They take their dream
of four women owning a store with a passion for
design as well as a passion of clothing and start a
store that gives a customer with the same passion
for clothing and design to be able to purchase hip,
fun clothes of the time. The passion refl ects back to
the apparel and merchandise that is sold through-
out the store. This is refl ected into the customers
and becomes a representation of the store.
passion
36
ccessories are a large part of Sister Moses
boutique. The way the store is divided their is a
large quarter of the store just for extra accessary
articles, one of which is a scarf. Sister Moses car-
ries many scarfs in many different colors and de-
signs. They range from solid color pallets to full
arrays of multi-colored and patterned designs.
They also do a great job of displaying these scarfs
throughout the store in many of their clothing
and merchandise displays. The scarfs in the store
act not only as an item to be wrapped around the
neck but also as a decoration for a table or place
setting. The way they are set up, like the display
featured in the photo, allows for the costumer to
get a good sense for how to wear this particular
scarf in the way it is best designed. The positive
thing about also placing the scarfs with the ap-
parel is that the customer may like the outfi t as
a whole and end up purchasing more because of
the one scarf that drew the customers eye in the
fi rst place.
A
The organic style of the logo is refl ect-
ed into the way the elements inside the
space are designed. The target audience
of Sister Moses are female women from
a wide age range from eighteen to sev-
enty. Many different elements of foliage
is incorporated with the store design and
the clothing apparel also refl ects back to
a very organic style through the way the
store is designed.
clothing
39
The owner has a passion for women to fully ex-
press art through what they wear and how they
design their spaces. The passion is refl ected in
how she presents the store to the costumer. The
clothing is a majority of the store, however there
are many house furnishings that are available for
purchase as well.
design
41
own brandFrom decorations to clothing styles, there is a strong cohesive
bond in which both can be displayed side by side and still in-
corporate the coherent underlying theme. The store also sells
multiple clothing brand lines, one of which, is designed by the
owner and is sold only out of this only store. These pieces of
clothing are labeled with Sister Moses just like the store and
refl ect back to the style of the store itself.
Sister Moses has their logo
on many of the products be-
ing sold not just their clothing
line. Their logo is also placed
multiple places around the
outside of the building help-
ing draw costumers inside.
Many Items
43refl ect back to the style of the store itself. 43refl ect back to the style of the store itself.
The ambience of the store seen through the ex-
travagant displays are directed at customers and
are designed for them to enjoy there shopping
ambience experience. The store strives to be different in its
style and design as well as how it displays the ap-
parel to keep its self separate from the rest of the
boutique and clothing industries, and allows for
growth of the store and the expansion of clients.45 of the store and the expansion of clients.45 of the store and the expansion of clients.
The Standard Style
makes a point to make sure
each brand of clothing
contains their tag as well as
the tag of the brand.
Tags
locationHigh fashion and sophistication are refl ected in the
brand and design of the Standard Style Boutique.
The Standard Style Boutique is located out of
Kansas, City, Kansas and was created by a young
couple to share with the mid west the culture of
fashion from the east and west coast styles.
49
The brand of Standard Style Boutique uses typog-
raphy to become very recognizable. The back-word
“S” is signature to the store and their identity of
brandmint green with a chocolate brown color are easy
to recognizes among many stores. The way the font
selection of the name is so unique the “S” itself can
stand alone and when seen without the context of
the store or the name it can easily be placed back
to the store. 50
The backwards “S”is for branding and allows
the “s” to stand alone and still be able to
recognize in relation to the store.
The S
The ambience of class
is replicated throughout
the store in the clothing
but also through the extra
decoration items that are
placed throughout.
Decorations
atmosphereThe store is classy and simple in its design
and focuses all of the attention on the apparel
it sells. The inside look reverts back to the look
of their brand which is refl ected on each cloth-
ing tag and product purchased in the store. 53
optionsStandard Style Boutique sells many high-end
clothing brands and has a large part in providing
the midwest with the brand names of the large
New York and Las Angeles stores. Sarah Mahoney of the Media Post mentioned that the pop-ulation in the fashion industry has increased 27% more in favor of the brand name apparel then the non brand name apparel.54
The Jean Wall placed on the
male side of the store displays
many brand name jean lines all
arranged by size to accommo-
date the clients needs.
Jean Wall
bal
dw
in The Standard Style Boutique has also created
a brand on their own in refl ection to the apparel
trends of a jean and clothing line named Baldwin,
after the owner of the Standard Style Boutique.
This clothing line makes up the male section of the
Standard store and is connected to the Standard
Style Boutique. 57
att Baldwin, the owner of Standard Style
Boutique, started his only clothing line that is
a new and upcoming line for the high fash-
ion industry. His dream as a Boutique owner
expanded drastically when he got the oppor-
tunity to design his own clothing line. Along
with his line came the brand. His vision of
sleek and sophisticated style from the Stan-
dard Style Boutique carried over into brand-
ing his clothing line after his name Baldwin.
The “b” is lower case like the Standard
however a new addition are the three rows of
dashed lines that allow the logo to be a more
rectangle style. The rectangle of the brand
horizontally is then placed on a large verti-
cal rectangle with the tags that appear on the
clothing line. The simplistic black and white
color scheme allows for the brand to stick
out against all the bold high color-designed
elements of the competitor . The line is then
refl ected from the brand with simple, yet
high-quality, fabric choice and use of design
elements throughout the brand. This simple,
yet high quality, line does very well competing
with the high-end fashion industry brands of
today because of its logo that stays consistent
and the simplicity that pulls away from the
high designed advertisement and logo brands
of today. The Baldwin line is growing and
expanded in clothing materials and the dream
for one man to grow a line of his own as only
begun. The Baldwin line is up-and-coming
in many new fashion boutiques and runways
across the United States. This brand goes to
show how one man can make a successful line
of clothing with the will power to work hard.
The clothing industry is struggling today but
still has a large group of costumers that are
looking for the hit line and baldwin is one of
those lines, that is very trendy with the young
fashion population.
M
58
experienceBoth the female and male side of Standard Style
Boutique reflect back to the logo and give a unique
experience of shopping for high-end clothing lines
at a sophisticated store would be like. Their are
rows of options and choices to choose from. How-
ever the store design is set up to where it allows
for the employee to make personal interaction
with every client in helping them chose what is
right for that customer. Some boutiques think they
overwhelm their costumers with laying out many
options and allowing many options to be chosen.
The Standard Style chooses to display many op-
tions to show their wide range and inventory with
many brands to allow for the customer to get the
most needed and best piece of clothing they de-
sire. Another benefi t to placing multiple styles and
options for the costumer is that it urges them to
have more than one option of choice and trying to
boost sales for the store. 61
assi
stan
ce
From the moment the cus-
tomer enters the boutique
an employee is there to give
excellent advice and allow
the customer to have an easy
shopping experience. They
are well trained in the prod-
ucts and fashion trends of the
season and are able to easily
assist any costumer with any
question they may have.63
realizeUnique boutiques add life and personality to such
a largely populated high industry culture. We as
customers of these stores, need to realize the pride
and passion that each individual owner has placed
into their store. 65
When focusing on the ambience, logo
and brand designs also remember that
type is found through stores an is usu-
ally what draws your attention from the
“extras” of the store that can be sold as
well and also sets the mood,
Typography
lookRemember to look next time you are in a
boutique, possibly one of these and rec-
ognize if the boutique is successful in its
collaboration of brand to design to apparel
sold inside. Pay attention to what draws
you in to look further at what is being said.
Realize the name brand tags on the apparel
are not designed because they have to be
designed. But are designed to draw you,
the customer to look at them further and
develop a love for their clothing line. 67
rememberBut really pay attention to the way the public typog-
raphy is used and incorporated in apparel as well
as boutiques. Attention getters are everywhere in
this society today, many boutique owners make an
extra effort to allow the customer to remember the
experience as a unique one that you as the custom-
er will go and tell others about as well as revisit the
store to have that same experience the next time
they enter the store 68
creditsAnonymous. (2011). Clothing label: a small tag big ar-ticle. Billow Industrial. Retrieved from http://www.
shinegem.com/html_news/Clothing-label-30.html
Fashion Boutique Marketing: Branding. Retrieved from http://www.psprint.com/resources/ business-
marketing-plans/fashion-boutiques/fashion-bou-tique-marketing-branding.asp
Mahoney, Sarah. (2010). In Apparel, The Brand Makes A Comeback. Media Post News, Market-
ing Daily. Retrieved from http://www.mediapost.com/ publications/?fa=Articles.showArticle&art_
aid=126136
Parissi, Jeff. (2008). Opening A Retail Store? Demo-graphics - And How They Can Guarantee Success!. EZine Articles. Retrieved from http://EzineArticles.
com/1791457
Camera: Cannon Rebel xtiFont Selection:
Thank You to Matt Baldwin for personal information and to the owners of Section 37 and Sister Moses for
allowing me to take photos and write a book about their boutiques
Designer as AuthorPatrick Dooley
Fall 2011 The University of Kansas