The Luminescent Trading Co., abbreviated as LTC, receives its namesake from association with

the stars which has long inspired a number of adventurers and bold dressers in the fashion

industry. One aspect of the clothes found in LTC will be the unique patterns and rustic appeal of

the brick & mortar building. This is where the ‘Trading Co.’ and the lightbulb symbol come

from. Hoping to inspire a sense of old western exploration in the Rocky Mountains, LTC will

carry designs for the everyday traveler and the mountain-hiking fashionista all at once. The font

was chosen for its simplicity and hand drawn feel. It is meant to give the brand a small business

name no matter how large LTC grows.

Store Atmosphere

The inside of LTC will keep up with a handcrafted, log cabin feel that the façade will adorn with

large, reclaimed wooden planks for the floor and rustic brick on the statement wall behind the

cash wrap. With Edison-style bulbs as the lighting throughout the store, there will be a very

warm glow to give customers a relaxed and at ease feeling. The ceiling will be tiled an eggshell

white while the walls will be shiplap in a matching color. The layout will be boutique style with

clothes arranged in an order where they could grab two or three pieces beside each other to make

a complete outfit. The store will be separated into trends with three sections specifically for

Bohemian, Americana, and Moroccan. There will be a table of knickknacks and gifts between

the two cash registers of the cash wrap so people have something to browse while waiting.

Target Market

For LTC, Experiencers will be the target market. Experiencers include a wide array of dressers.

They are constantly trying new things and set forth to be individuals without the true intent. They

are style adventurers as the first into a trend. With a love of physical activity, Experiencers are

truly the outdoorsy type for this store. They want everything and as impulsive people, this truly

makes them an excellent shopping segment. This segment works perfectly for LTC because of

the warm nature of the flagship store. Experiencers are social and hold friendship to a high

importance. This goes along with the LTC sales staff goal of giving customers the best, personal

experience they can. Experiencer’s own trendsetting is perfect with the unique styles and

statement pieces so important to the LTC store. The love of physical activity is wear the section

for a more rugged brand like Patagonia comes in which will be carried as one feature of the

store.

Brand Personality

With Experiencers as the target market, this makes the brand one of Excitement according to

Aker’s Brand Personality. Those who shop in the Excitement brand are daring like Experiencers

are with their trendsetting and LTC is with its unique pieces. Both are spirited like the young,

cool target market will be. Going along with Experiencers being trendsetters, those who shop in

the Excitement brand are unique. All of this can be used to market specifically to Experiencers

and get them into the LTC flagship store. While having staple pieces is important to any store,

LTC will advertise having unique items with all of our stock on the floor so as to avoid two

different Experiencers who know each other to buy the same thing. Another way to use this to

LTC’s marketing advantage is to assure that the statement pieces are known and there are plenty

of them. One section of the store can be devoted to solely vintage clothes that are completely

one-of-a-kind, something most Experiencers will appreciate for the uniqueness.

City and Regional Profile

The flagship location of LTC will be located in Boulder, CO.

Boulder:

Population: 103,166

Males: 51.6%

Females: 48.4%

Median Household Income: $57,428

Median Age: 27 years

Education Level: 77% completed a Bachelor’s Degree of higher which is 11% higher than

Boulder County

Unemployment Rate: 4.1%

Nearest Cities: Aspen, Denver, Fort Collins, Colorado Springs

Flagship Location

The flagship location of LTC will be within the vast Pearl Street Mall. This mall in particular is

the spot because it is so near the target market of college aged students. Colorado is important

because Experiencers live out in this location seeking adventure and travelling as much as they

can, which is exactly the target market. The Pearl Street Mall in Boulder is a four-block open-air

pedestrian mall located downtown where mostly locally-owned stores can be found. The area is

close to the University of Colorado, so one can be assured of finding several bookstores along

with a market for a small campus apparel section. The Pearl Street Mall, is less of a mall and

more closely related to a downtown of Boulder with a hopping nightlife. The buildings all have

beautiful facades made with brick and lumber that coincide just enough with the theme of LTC

where the store won’t be out of place, but won’t blend into the background either.

Pearl Street Mall

Trend & Inspiration Analysis

Silhouettes and Shapes

Statement patterns; Oversized cardigans; Ribbed knit sweaters; Distressed denim; Vintage floral;

Chunky scarves

Color Palette

Fabrics & Textures

Cotton, Denim, Fur, Leather, Raw Silk, Suede

Merchandise

Tops: XS – L

Sweaters: XS – L

Dresses: XS – L

Jumpsuits: XS – L

Jackets: XS – L

Coats: XS – L

Skirts: XS – L

Denim: 24 – 32

Trousers: XS – L

Accessories

Hats: S/M – M/L

Bags and Jewelry: No Size

Shoes: 5 – 10

Brands

One Teaspoon | Somedays Lovin | MINKPINK | Free Bird by Steven | Very Volatile | Black

Swan | Chaser | Knot Sisters | Jens Pirate Booty | Novella Royale | WYLDER | Vanessa Mooney

Price Point

Moderate, medium prices ranging from $50 - $200

LTC Hendrix Graphic Tee100LTC Classic Distressed Jeans100LTC Rolling Stones Boyfriend Tank100LTC Thrown Together Bomber Jacket100

Americana Rolling Rack One

LTC Burnout Contrast Tee

LTC Suede Trousers

LTC Black Cuffed Jeans

LTC Tie Front Jacket

LTC Americana Rolling Rack 2

LTC Americana Rolling Rack 3

LTC San FRan Motif Tee

LTC Paisley Print High Neck Top

LTC Plaid Flannel

LTC Ribbed Crop Vest

LTC Americana Rolling Rack 4

LTC Classic Wash Skinny

LTC Ramones Tee

LTC Classic Wash High Rise

LTC Varsity Jacket

Store Sections

World Traveller Americana

Bohemian Graphics Wall

Boulder, CO information

http://www.city-data.com/city/Boulder-Colorado.html

http://www.boulderdowntown.com/

http://www.travelmuse.com/articles/general-features/top-10-boutique-shopping-cities

Color Swatches

http://www.pantone.com/pages/pantone/colorfinder.Aspx

Trend & Inspiration Analysis

http://lookbook.nu/

www.style.com