1. SPARROW
by: elle

2. o Location: Dallas, TX (Uptown)
o Store Name: Sparrow
o The idea behind the name Sparrow is
that it symbolizes being free and
timeless

3. Sparrow Customer Profile
o Dallas population - 1,299,543 ("About the city of
Dallas," 2012)
o 9th largest city ("About the city of Dallas," 2012)
o Dallas is a leading business city - In 2010, 24
businesses were named Fortune 500 companies
("About the city of Dallas," 2012)
o Uptown has a unique mix of lifestyle, luxury,
shopping, amenities and conveniences ("Things are
looking," 2009)
- About the city of dallas, texas. (2012). Retrieved from
http://www.visitdallas.com/visitors/about_dallas/dallas_today/
- Things are looking uptown. (2009). Retrieved from
http://www.uptowndallas.net/About.aspx

4. Sparrow Customer Profile
o Sparrow is geared towards women -
- Age: 25 – 40
- Education: College educated
- Income: $40,000+
- Occupation: Retail managers, buyers, stylist and
PR
- Lifestyle: Free spirited, fashionable, savvy, urban

5. SPARROW’S MISSION
STATEMENT
TO KEEP EVERY WOMAN FREE &
FABULOUS

7. ATMOSPHERICS
o An antique gilted couch will
be place in the center of the
store for customers to sit and
sip on champagne. Flip
though our cataloges and
magazines. Or to simply enjoy
themselves.
o The lounge area will provide
comfort to the customers and
make them feel at home

8. ATMOSPHERICS
o A Chester chair will add
more seating to the lounge
area
o Again, customers can sit
and enjoy their shopping
experience, drink
champage, chat or look
though Sparrow’s catalog

9. ATMOSPHERICS
o Club Ottoman will be placed
along with the couch and
Chester chair in the center
of the store
o The ottoman makes the
environment more homey
and inviting
o Current catalogs and
magazines will the place on
the ottoman

10. ATMOSPHERICS
o There will be 3 fitting
rooms
o Each with a mirror, sitting chair
and proper lighting
o They will be accessible to
the customers
o Will be visible to the employees
no matter where they are in the
store
o Large enough spaces to
maneuver around without
feeling crammed

11. Signing around the boutique will be kept simple and girly. Every sign will be easy to
read and framed. The framed “Sparrow” sign is written in a fabulous and carefree
SIGNINGscript.
o Signing around the
boutique will be kept
simple and girly. Every
sign will be easy to read
and framed. The framed
“Sparrow” sign is written
in a fabulous and
carefree script.

12. SIGNING
o Sale signs around the store
will also be framed
o Framing every sign keeps
the boutique feeling elegant
and upscale, which flows
well with the upscale
merchandise being sold.

14. FIXTURES
A variety of round
tables will be used
throughout the
store.
o Basics
o New Merchandise
o Sale
o Housewares

15. FIXTURES
Wood gondolas are used
throughout the store to display new
merchandise, folded merchandise
as well keep Housewares
organized.
A curved cash wrap breaks up the
monotonous square shape of the
store. It brings in a rustic element as
well.

16. FIXTURES
Jewelry stands will be placed on
both the tables located in the front
of the store as well as on the sale
table. This will keep the jewelry
organized and easily accessible
When you enter Sparrow on both
sides will be shelving that houses
accessories'. Underneath the shelves
are bars that hold the merchandise.
There is also shelving and bars in the
back of the store which hold sale
items.

17. FIXTURES
As side from a gondola;
Housewares also has a table
which allows for a variety of
items to be displayed
The most shelving is located in the
back of the store – this holds all of the
housewares items.

19. LIGHTING
Sparrow mainly uses recessed lighting
as it’s main source of lighting.

20. LIGHTING
Track lighting is used over the
cash wrap, for the (2) display
windows, and to highlight
merchandise on the shelves.

21. LIGHTING
The lounge area will be lit by a
delicate chandelier. There is only one
located in the store.
Pendant lighting will be in all
(3) of Sparrow’s fitting rooms.

22. MANNEQUINS
o Due to the fact that Sparrow is an
elegant, ladylike, one-of-a-kind,
high-end boutique - instead of a
upscale chain store, a more
feminine and soft body form
better suits the boutique.
o 3-4 mannequins will be used
around the boutique at any given
time. The mannequins will display
new merchandise brought in by
featured designers selected by
the owners.

23. WALL ELEVATION
Wall Elevation: This is an
example of Sparrow’s new
merchandise wall. It will feature
new collections and accessories
from our featured designer of the
month, as well as coordinating
lifestyle graphics.