JACK RILEY

CLOTHING FOR THE FEARLESS MAN

CREATED BY AUDREY TIGHE
 TARGET MARKET

Age: 20-40 Occupation: Ad Agency

Gender: Males In an office where you can dress
Geographic Location: Kansas City, business casual and everyone is in
Missouri style. It is a creative field.

Lifestyle Cycle Status: Active Income: 45,000-85,000

(gym/sports), Works a 9-5, is very
motivated to move up in company,
Likes to hangout with friends, go out Merchandise Category: Men’s
on the town, cares about his Business/Casual Wear
appearance
 Sam Harris

(Typical Day)

Sam is a 23 year old who is working at

VML Ad Agency. He wakes up early
before work every day and meets his
gym partner to lift. While at work he is
focused and motivated to become
better than he was yesterday. When he
gets off work he picks up his dog and
then goes to grab a drink in Westport
with some college buddies.
Merchandise Category
Men’s Urban Business Wear
 Mission Statement
Jack Riley is for the boy that is ready 1.
to grow into the man he is striving to
become. Jack Riley mixes urban 2.
pieces with luxury items to transcend
the average man into someone that 3.
will confidently standout in a crowd.
We are working to break away from 4.
the “stereotypical business attire”.
5.
Objectives
Will have the leading men’s business
clothes that fit the criteria of our target
market.
Will treat everyone with respect and as
equals
Will have visually stimulating displays
while educating the guests on how to
style items.
Will be clean and neat, making it easy to
find items easily
Creating an environment that in powers
the working man that wants to stand out.
 JACK RILEY
WHEN CREATING THE NAME I WANTED TO COME UP WITH SOMETHING
THAT SOUNDED LIKE AN AVERAGE NAME, BUT WHEN PAIRED WITH THE
BRAND IMAGE AND CLOTHING WOULD CREATE AN EMPOWERING NAME.
SHOWING THAT ANYONE WITH GOALS AND DRIVE CAN GROW WHILE
STILL BEING STYLISH.

STEVE JOBS. THE NAME IF NOT PAIRED WITH THE MAN THAT INVENTED
APPLE WOULD NOT STICK OUT IN A CROWD.
 Brand Image
When a guest walks into Jack Riley it will have dark brown fitchers with a very clean line of merchandise.
The store will be very easy to navigate and have a very slick urban look. The main part of store will be
filled with nice jeans and dress pants paired with patterned suit jackets, bomber jackets, and cardigans.
Jack Riley will have many button ups and tshirts that have patterns that are in season. As the guests
continues to walk through they will arrive at the shoes and accessories. The shoes will be displayed in
light up cubbies with the brick wall being the backdrop. Finally in back left corner will be the cash wrap and
have 2 dressing rooms next to it.

Jack Riley will make young business men feel confident and comfortable. We want them to leave the store
being excited about wearing their unique purchases to work the next day or to get a drink out on the town
in. The sale’s associates will not be pushy but very helpful and stylish. Jack Riley will make men want to
push the boundaries of style by exploring patteries and mixes urban and luxury styles.
Merchandise
UrbanCategories Luxury
●● Graphic T-shirts
Patterned Button Ups ● Tailored Jackets
● Trousers
○ Long and short sleeve ● Trousers
● Short and Longon
○ Depends Sleeve Button
what season ● Shoes
on what we have in the
store
● Graphic T-shirts
● Jeans
● Accessories
URBAN
Patterned Button Ups
Graphic T-Shirts
Jeans
Accessories
LUXURY
Jackets
Trousers
Shoes
FLOOR
PLAN
“Must Haves”
Spot Lighting
The store will have dim lighting, so it is essential to have spotlights on areas of importance and on the
clothing. The rest of the lighting will be hung from industrial piping. This will help set the mood for the ideal
aesthetic of the shop.
Unique Shoe Display
Shoes are one of Jack Riley’s luxury categories. The shoes will be displayed in a cool way that will draw
the customers to stare and envy having a pair. The shoe area will be complete with comfortable urban
couches and chairs.
Plants
Since the boutique is darker, there will be live plants throughout. This will lighten the air and create a
urban vibe.
Bar
Jack Riley target market are social individuals, so it strives to be a social place for the target market to
shop with others. The bar will be a place for people to meet up enjoy a drink ( or two ) and get in the mood
to find some perfect items for themselves.
Layout
Key
Bar
Fixtures
Lighting
Fixtures/Lighting Cont.
Jack Riley is filled with different brown wood fixtures to enrich the space while
elevating the garments. Since there are going to be many unique pieces they
need a solid, elegant backdrop so they can reach their full potential. The spot
lights will play beautifully off of the wood making the garments stand out even
more. I went with a free flowing layout so that the guests would not feel tied down
in the dim lighting. I decided to add a bar because it fits the target market who like
to grab a beer after work. Jack Riley wants to be a social boutique for men, where
they like to come with friends and shop together while enjoying a beverage.
SHOES
Bathroom
Dressing Rooms
When creating Jack Riley I knew i
wanted it to be an atmosphere that was
dark, but popped with fun and exciting
color. That is why I have mixed a dark
green with a mellow green. This way
they are able to balance eachother out.
Since the space is on the darker side I
want plants everywhere to make the
store come alive. This will speak to the
target market because they love
exploring the city during the day and
enjoying everything KC has to offer.
Over all I wanted to have colors that
would go well for the space but also
inspire the fashion of the guests who
come and shop at Jack Riley.
LIGHTING
Key
Rationality for Lighting
The spotlight Halogen lighting will be used for accent lighting. Halogen lights will be used for accent light they are a great and common
choice because they are able to show off the true features of a garment.

Incandescent lighting will be used for task lighting in areas such as the dressing rooms, bathrooms, and check out. All these areas are
for the customers benefit and need to illuminated in a way that is inviting.

Dim Incandescent lighting will be used to guid guest throughout the store on different paths they may take and will also be the ambient
lighting. The overall lighting need to be dim so that the garments will call people to them under the halogen and incandescent lighting.

Incandescent lighting will be also used in the fitting rooms and over other garments that need to be showcased, but not with spot
lighting. This will allow for the spot lighting garments to pull a little bit more attention.

Since the shoes section is suppose to be a standout part, there are LED lights between the tree triangles. This will set a unique cool
mood for men trying on shoes.

Lastly there is a urban chandelier over the bar too light up all the bar has to offer. This bring elegance with a more subtle feel.
Ambient Light Task Lighting Chandelier
The ambient
lighting will look like The task lighting will
this but will only be each be a single
attached to a light that looks like
chandelier form this. They will vary
over the cash wrap. in size depending on
They will be the fixture they are
randomly illuminating under
separated into them.
pairs and layed out
in a way to make
the planogram.

Accent Lighting LED Lighting This is the chandelier that will be

over the bar to create a vibe that is
The accent lighting both urban and rustic. This will
The LED appeal to the target market very
will be halogen and
lighting that are much.
spotlights to draw
incorporated in
people to the
the shoe fixture
garments.
will be this
color.
Influence of Lighting

Since the stores ambient lighting is dim it could potential deter older gentleman
from shopping at Jack Riley’s. However, the target market for J.R. will be drawn to
the autosphere. It will appeal to any man that is going for a urban, unique look that
looks effortless.
Store Exterior/ Window Display
Rationale Statement
Window Display
The window will perfect reflex the vibe inside the store in the window. The back wall will have light green vines with flowers
on it hanging all down the back of it. There will be a sign that reads “Jack Riley” in the window. There will be four
mannequins in all. Three of them will be standing, and one sitting in a dark green chair. One will be holding a cup that looks
like it has whiskey in it while another will be holding a beer. The gives the impression that yes we have luxury items for the
man that like to sip on a fine whiskeys, but are not stuck up and still cater to a man that enjoys to chug back a beer. Lastly
one mannequin will be holding a leash with a dog. Another element that will appeal to the target market. For lighting there
will be two LED lights on both sides of the display, a cool blue and a set of halogen lighting to accent they clothing.
Signage
Jack Riley will have a sign the hanging out over the door and is in view of the street for anyone that walks by. The sign will
been made out of both wood and metal. This completes the style that is the outside of the store. When there are special
events or sales the display window will have a sign that reflexes what is happening in the store.
Rational Statements Cont.
Lifestyle Graphics – no
● There will be not lifestyle graphics because the vibe of the shop will attach the target market without showing the target market this is “where
they belong”. Jack Thomas is going for a comfortable stylish aesthetic that having pictures of other men would ruin.
Language/Tone – Interior Signing

Handwritten Signing – no
● I find it more whimsical and less structured. I know a lot of female boutiques use them a lot. For Jack Thomas we want more of a luxury look
for our signage.
Age-appropriate Signing Standard
● Our signage is very hip and modern. Using wood and metal to create all of them. It will also easy to read.
Directional
Policy Statement
o Special Promotion/Event
● They will be promoted at other event throughout KC. Hang posters up at popular coffee shops and also host parties at Jack Thomas when
there are major promos going on.
Exterior Signage
The sign outside for the store will hangout over the
sidewalk. It will be very simple and sharp. The sign will
be made of wood and the lettering will be metal. This
will have a nice contrast and go with the inside. The
sign in the actual window display will look exactly the
same. When there are special sells the sign will be
removed and big plan wood letters that spell out sell
will go in its place. When you
walk in you will see“Men’s
Escape” on the ground.
Interior Signage
The doors will have
J.R. how the M is
with Jack Riley
under. The metal to
make the J.R. will be
a dark gold.

The dressing room and toilet

signs will look like this but put
on top of a slab of wood.
CROSS
MERCHANDISING
 Fall / Winter
MIX: pants, coats, and t-shirts.

Rationality: This is logical because

men will be looking for coats and pants
when it starts to be colder weather. To
mix the T-shirt in the mix will had layer
effect and be true to the brand of
mixing luxury garments with relaxed.
 Spring / Summer
MIX: T-shirts, Light Jackets, Pants,
Loafers

Rationality: Start to mix t-shirts with

pants and shorts with light jackets this
will transition men into summer. Then
add in Loafers with more laid back
outfits to add an extra element to dress
it up just a little.
Rolling Moving
Unit
(RMU)
About
The RMU will have options to look at
all of the accessories that Jack Riley
carries or can order that might not be
in the store at the time. It will pair the
accessories with garments that would
look good with it if the guest would
like a little help styling it.
Rationality
The RMU will be between two of the
garment wall displays showing
accessories on the screen. This will
remind guests of how great a garment
would look paired with a nice watch or
a belt. With accessories on the Mobile
Unit it will give guests more options
and ideas will be reinforced when they
see accessories at the cash wrap.