2. Store Information Store size: 3000 sq. ft. Location: Los Angeles, Ca. on the Sunset strip Population: 3,849,378 Socio-economic: Wealthy celebrities and others in the industry Ethnic diversity: High Caucasian and Hispanic population

3. Store information cont Exterior: Large wooden doors, Large industrial windows. Interior: Wood floor, rugs, luxurious fabrics, chandeliers, unique decorations, metal hardware. Website: Used to show off clothing, no sales Employees: Professional, but still trendy and unique. Represent store with their appearance.

8. Apparel Description Merchandise: Ready to wear designer apparel Rock &roll, Chic, Luxurious, vintage High markup on goods. 200%

9. Demographics Age: 20-35 Income: High Martial status: Mostly single, some married Education: High school or college Occupation: Some work in the industry, celebrities, and other high paying jobs. Gender: Female Ethnicity: Caucasian and Hispanic

10. Psychographics Leisure: Shopping and traveling Attitudes: Low concern about spending money. High price=high quality Purchase motivations: To look good/style Buying habits: Multiples

11. Buying behaviors Frequent shoppers Shop alone or with friends Low return of goods High quality and price expectations

12. Merchandise Dresses, tops, pants, jackets/outerwear, lingerie, shoes. Sizes: Smaller sizes Prices: $30- $3,000 Colors: Mostly neutrals, black, white, grey etc. Vendors: L.A.M.B, True Religion, Silence &Noise, Steve Madden, Sparkle &Fade, Earnest Sewn, Jeffrey Campbell, William Rast, Christian Louboutin, Rock & Republic, Charlotte Ronson, Rag & Bone, The Row, Costra Nostra, Sublit clothing, Levi, BDG.

13. Dresses

14. Tops

15. Pants

16. Jackets

17. Lingerie

18. Shoes

19. Accessories

20. Outfits

22. The End