MARIALUIGIA RUFFO FMD Every girl goes through a phase of her life where, for a reason or another, she starts experimenting and/or facing a dark side or a dark period and she feels the need to express it. Other girls just feel this dark side by nature be part of them. Since fashion is one of the best way we have to express our identity, Dark Angel is aimed to these girls, giving them the opportunity to wear the latest trend and, at the same time, give voice to their inner feelings.

LOGO HANG TAG COLOR PALETTE

GIFT CARDBUSINESS CARD

Dark Angel particularly cares about its costumers and how to interact with them and satisfy their needs. Shopping assistants are trained before start working in the shop learning how to communicate with the clients making them feel comfortable and pleasing their necessities in terms of both image and self-esteem. Also, they are thought how to better match our merchandise. After the purchase, clients are asked to fill an optional evaluation form about the effectiveness of the shopping assistant, the disposition of the stock in the store and additional suggestions or complains. These forms would help us improve the efficiency of our service and the look of the shop. Our clients know they can rely on us and on the service we provide and that they are never left alone in their purchase, as often happens in big chain stores. We are a private label that relies and believe in the power of the color black as a symbol of power, elegance, class, mystery, self-confidence, and determination. STRATEGY & IDENTIFICATION

Demographics: Age: Teenagers to Mid20s Gender: Female Income Level: Medium-High Occupation: High school and college students – interns – artists ( of all kinds) Psychographics: “Black Lovers” – Fashion Lovers - Ambitious and self-confident - Not afraid to dare and to give a touch of mystery and dark elegance to their look - Rebels - Dream in big - Like challenges – Have high expectations from the future – Determined – Strong personality Brandy&Melville Flaws/Critiques: Often presenting one-size items that not everyone can wear, limiting its target market primarily to skinny girls. Top Shop Flaws/Critiques: Rising prices – Young people often can’t afford the products and therefore prefer go shopping to a cheaper competitor. Forever 21 Flaws/Critiques: often the stores are too big and dispersive. Shop assistants sometimes do not know where the merchandising is. I analyzed my competitors’ weak points in order to avoid to commit the same “mistakes”. TARGET MARKETMAIN COMPETITORS

FLOOR PLAN

FLOOR SAMPLES AND FIXTURES (1)

FLOOR SAMPLES AND FIXTURES (2)

MERCHANDISE EXAMPLES

I choose “black” as the central theme of my store because I am the first supporter of this color / non color. I find it fascinating and adapt to every situation. A simple black dress with the right pair of shoes and accessory is the real key to stand out. I based my decisions drawing inspiration from my personality and my look. I thought about what kind of shop would suit my needs and wants in terms of both, merchandise and structure. Therefore, while describing the target market I relied on myself and I made it become a personal project more than a school assignment. I played around while creating different possible logos and layouts and I am satisfied with the obtained result. I believe in the potential of my store because, it really speaks to its target market and it combines both, the possibility of creating a strong and daring look, and the presence of reliable and expert-of-the-field shop assistant. RATIONALIZE