1. Belle Mariée
FMPC 5006 Visual Merchandising
December 14, 2015
Lindsey Allen
Camila Ambrosio
Nyssa Lawson
Courtney Mcdonnell
Rhian Mulligan

2. 1
Table of Contents
Target Customer 2
Fashion Merchandise Strategy 3
Store Brand Image & Props 4
Store Brand Name 5
Store Exterior 6
Planogram 7
Store Interior 8
Colours and Materials 9
Fixtures 10
Walls 12
Lighting 13
Signs 15
Front Window Display 16
Interior Editorial Display 17
Mannequins 18
Bibliography 19
All layouts and displays done by Camila Ambrosio
Report done by Lindsey Allen, Courtney Mcdonnell & Nyssa Lawson
PowerPoint done by Rhian Mulligan
Research and Ideas done by all group members

3. 2
Target ShopperYorkville Borough
Target Customer
Belle Mariée’s target customer is women between ages 18-55 who are getting married,
re-married, or renewing their wedding vows and looking for a luxury wedding gown. She will be
an affluent, upper class lady with incomes ranging from $100,000+, most likely a working
professional or in upper management. Due to our higher price point, the store location will be
located in prestigious Yorkville borough of Toronto, notorious for luxury boutiques and elite
status. This will be a destination wedding dress shopping experience, attracting brides-to-be
from all over Ontario.
On the weekend the Belle Mariée customer enjoys shopping the streets of Yorkville,
Bloor or at Yorkdale Mall and in the evenings she enjoys dining at La Société or Canoe with
her fiancé. She is a driven, high-achieving, fashion-forward individual who knows what she
wants and is looking to make a statement with her high-end wedding gown.

4. 3
Fashion Merchandise Strategy
The store will sell wedding dresses from the following higher end designers: Elie Saab,
Amsale, Lazaro, Reem Acra, Tony Ward, Bliss Monique Lhuillier, and Vera Wang. We believe
this is a wide enough variety of designers to choose from, offering different designs at prices
ranging from $30,000-20,000+. Veils, belts, headpieces, and jewelry including bracelets,
earrings, and necklaces will also be available to provide the customer a full array of bridal
accessories.

5. 4
Store Brand Image & Props
Belle Mariée will embody the feeling of a soft, romantic, calming environment. In order
to achieve this, our interior will be a cozy, stylized layout to convey luxury featuring
chandeliers, vanilla-scented candles, white and dusty-pink roses, white fur carpets, and light
pink couches. The formal balance within the store and in the window display will convey a
pleasing, organized layout and add to the minimal sophistication of the store atmosphere.

6. 5
Store Brand Name
The name Belle Mariée meaning “beautiful bride” in French was chosen as our
store name. We thought it was an elegant yet simple name that celebrates the
importance of the bride. As it is in French, and France is synonymous with fashion-
forward luxury trends, we liked how it alluded to that status. It is also an easy name for
clients to recall increasing brand recognition. The name and logo will be presented in
rose gold because it is a feminine, classic colour that has a timeless and lavish
appearance to it.

7. 6
Store Exterior
For the exterior signs, our name Belle Mairée and logo, all in rose gold, will be to the
right of the door. The building will be painted an off white, aligning with our interior colour
scheme and will have one large feature window with a display to the left of the entrance.

8. 7
Planogram

9. 8
Store Interior
Our boutique will be 1,300
2
Ft of selling space. The inside store will feature a soft
aisle layout with considerable room for ease of movement and higher visibility of the dresses.
The focal areas will be our fashion editorial at the front of the store, and the fitting room area
where our clients and their guests will be trying on and viewing the gowns. Since both fitting
rooms are quite large to accommodate all dress sizes, they will both have universal access. The
fitting room area is where guests will spend the most amount of time, so extra attention to
detail will be paid in terms of décor; flowers, tables for guests to rest complimentary
champagne, candles, and a large mirrors for bride to see herself from every angle will be
present.
Our storage area in the back will be relatively small at 200
2
Ft, as the sample sizes on
the floor will be the only dress in that style unless a bride requests a different size or style
which we could then order in. The restrooms will be located near the near the rear of the store
and it will be handicap accessible.

10. 9
Heavenly Pink (Pantone 12-1305 TCX)
Whisper White (Pantone 11-0701 TCX)
Colours and Materials
Since we are a bridal boutique, we wanted out colour palette to be soft and something that
would not clash or take away from the white dresses. Therefore the colour palette will be pastel colour
groupings featuring off white walls, rose gold and soft pink accent colours throughout. The accent wall
behind the cash point will be Heavenly Pink (Pantone 12-1305 TCX) wallpaper as well as leather
couches in fitting room area. The store walls will be Whisper White (Pantone 11-0701 TCX). The
signage in rose gold. Floors will be Bleached White hardwood flooring, and the ceiling will be white
damask for added texture.
White Bleached Hardwood Floors

11. 10
Fixtures
Belle Mariée’s fixtures will be custom display fixtures built into the walls in white wood
with crown molding to showcase the dresses. There will be four, 2-section fixtures on the
right of the store and one 3-section fixture in the middle behind the editorial display to highlight
the assortment of the designers gowns. Each fixture will have the name of the designer in rose
gold detail at the top and center, to help organize the dresses.
Designers Logo Sign

12. 11
Fixtures (Continued)
The accessory display area will feature white wood chests to hold the merchandise with
glass display cases sitting upon them with the respective mannequin heads, arms, hands, and
cushions. There will also be a white wooden cash desk with a white leather padded front and
inset buttons for added detail. A light pink soft with white trim as well as 2 identical chairs will
serve as the seating for guests of the bride-to-be as she tries on dresses.
Accessory Display
Cash Desk
Customer Seating

13. 12
Walls
Our walls will be painted off-white throughout the store with an accent wall behind the
cash in light pink demask wallpaper. This wall will also have the store name, Belle Mariée, in our
signature rose gold.

14. 13
Lighting
Lighting is one of the most important aspects to our store, as all of the dresses will be
in similar shades of white and the lighting really has to show true colour rendition. Therefore
ambient track halogen lighting will be featured throughout the store, 6-8 feet from the wall.
LED accent lighting will be placed within display chests to really highlight the dresses. For
accent lighting, one large Chandelier (18 bulbs) with LED bulbs will be above the interior
editorial, three smaller chandeliers (2 bulbs) with LED bulbs will be placed over the cash and 2
medium chandeliers (4 bulbs) will be featured in the fitting room area. LED accent lighting that
is very bright will be at the task points, including change rooms, cash points, and back room.
18-bulb Rose Gold Chandelier
LED Accent Track Lighting

15. 14
Lighting Planogram

16. 15
Operations Sign
Signs
Since we are a bridal boutique, our store will feature minimal signing. We will have our
store name behind the cash in a large rose gold metal. Other in store signage will include a sign
above the accessories saying “Add A Little Sparkle”. The operation signs with store hours will
be on the front window in white cling decal at the bottom left corner. In store, merchandise
signs will be attached to each display chest at the top in rose gold font, to help the shopper
sort through merchandise easier. There will also be a sign above each section of dress
merchandise with the respective designer’s logo.
Designer Logo Sign
Add A Little Sparkle
Merchandise Sign
Store Hours
Monday Closed
Tuesday-Friday 10am-7pm
Saturday By Appointment Only
Sunday By Appointment Only

17. 16
Front Window Display
Belle Mariée will feature one large window display with one mannequin in large ball gown
and an elaborate winter scene, to convey the romance and beauty of our pieces. The window
will have snow on the ground and snowflakes hanging with white mistletoe, and the feature
dress will have silver details to give off a glistening, winter wonderland feel. In the window
display, the feature mannequin will be an Adel Rootstein realistic mannequin, to convey a higher
end, true to life image of what our customer shopper can relate to. The window display will get
the customer excited about what she herself would look like in the dresses and ready to shop.

18. 17
Interior Editorial Display
Our feature editorial at the front and center of the store will have three semi-abstract
mannequins in rose gold on a round raised platform, with chandelier above to highlights 3
mannequins. We chose semi-abstract mannequins so the focus in on the dresses they’re
wearing and not the mannequins; however, the rose gold will add a cohesive element to the
display and connect it to the overall store brand image. As this will be in the most immediate
line of sight for customers entering the store, we like how simple it is so it does not distract
from the overall store experience.

19. 18
Mannequins
In store, we will feature 3 headless mannequins, as the important aspect here to
highlight will be the three different dress styles, as we will have a ball gown, a fit and flair, and
mermaid style gown. The mannequins will be sizes 4-8. In our accessories section, there will
be mannequin heads to show headpieces, hand arm mannequin for bracelets and rings, metal,
rose gold earring rack to hold assortment of earrings (1 larger one and 4 smaller ones to
display individual pairs) and display cushions to show the assortment of belts.

20. 19
Bibliography
http://virainsight.com/luxuryretail/nggallery/page/2
http://www.kleinfeldbridal.com/index.cfm?pid=51&category=1572&clearpreviouscriteria=true
Class lecture notes were used as main source of reference