1. Sophia Araya

2. Retailer Name & Brand Logo
Minimum Impact Clothing Co. (A.K.A Minimum Impact) is a chic and minimalistic boutique that sells
environmentally ethical and sustainable apparel products. The store gets its name from both the minimalistic
styles as well as the minimum impact that the products have on the environment. The logo is a black hexagon
with the store name in a geometric, modern font. Both the font and symbol remain simple, intentionally, in
order to fit the brand.
Target Market
The target market for Minimum Impact Clothing Co.​ ​is “innovators” from the VALS model. Innovators tend to
easily absorb the information surrounding them; they are aware and observant of the world around them and
the problems it faces. They’re not afraid to experiment with new products, and they’re attracted to cutting edge
technology and original ideas. This consumer group is appreciative of scientific proof and research.
Innovators are the ideal target market for Minimum Impact​ ​because they understand the scientific research
behind the importance and necessity for sustainable products, and because of their observant behavior, they’re
aware of the detrimental impact most fashion brands have on the environment. Since innovators are
confident to experiment with new products, they won’t be afraid to break the mold of fast fashion consumption
by shopping at Minimum Impact. Innovators are attracted to products that can meet all these requirements
while still maintaining very high quality, and Minimum Impact​ ​can provide luxury level clothing with an
environmental conscious. Lastly, Minimum Impact’s​ ​clothing is geared towards ​females 20 to 34 years old.
Brand Personality
Minimum Impact’s​ ​brand personality is “competence” from Aaker’s Brand Personality Model. Consumers know
they can depend on a store that is transparent about the clothing it sells, and that’s why reliability fits
Minimum Impact’s​ ​personality. Minimum Impact​ ​has an intelligent approach to clothing because of the
sustainable yet fashionable alternatives it provides. This approach can be used as a marketing tool for
consumers who have been turned off from cliche, “eco-friendly” clothing in the past.
Store Atmosphere
The atmosphere is that of a high quality, sophisticated boutique. There is no “greenwashing” signage, so the
atmosphere does not appear tacky or hippy. This store normalizes the idea of sustainable fashion; the interior
walls are black with a minimalistic design, and furniture is simply black and white hues. When a customer
walks into Minimum Impact​ ​they can sense the chic environment, but once they understand the ethics behind
the clothing, a warm and trusting aspect is added to the atmosphere and overall feel of the store. Minimum
Impact​ ​has a boutique floor plan. The individual shopping areas are divided into the specific themes such as
clothing made from organic fibers, brands that create zero waste, and companies who use renewable energy.
Minimum Impact’s​ ​atmosphere​ ​creates a new image for environmentally friendly clothing. It puts out the
image that choosing sustainable products does not mean consumers have to give up the fashionable and chic
styles they desire.

3. City & Regional PRofile
Minimum Impact’s​ ​flagship location is in Portland, Oregon.
● Population (2016): ​583,776
● Males (2016): ​289,211
● Females (2016): ​294,565
● Females 20 to 34 year olds (2016): 77,020
● Median age (2015): 35
● Median household income (2015): ​$63,850
● Employment rate (2014): 94%
Specific Location:
Minimum Impact is located in the Pearl District on NW 10th Avenue in Portland. This district has a wide range
of restaurants, shopping, and specialty stores. These stores also provide various price points. Portland is
specifically known for its eco-friendliness, and it has appeared on many “greenest cities” lists. Consumers who
come to the Pearl District to shop aren’t looking for stores they see everyday; they want something unique, and
Minimum Impact is the only store of its kind in this area. For these reasons, Minimum Impact Clothing Co. fits
right into place in Portland’s Pearl District.

4. Trend & INspiration Analysis
The clothing in Minimum Impact is inspired by classic styles and basic wardrobe staples that are exceptional
in quality. This ensures that the garments will last for a long time and avoids waste. The minimalist garments
are timeless and can be layered or mix & matched to create multiple outfits from just a few pieces.
Color Palette
Minimum Impact’s color palette revolves
around neutrals that can be paired with a
variety of colors to help extend the clothes’
lives. Some of these colors include shades of
grey, light pinks, dark greens, black, white,
and sandy browns.

5. Fabric/Fiber Trends
Organic cotton, knit fabrics, hemp blends, vegan leather, recycled polyester,
herringbone, pin stripes
Assortment
Merchandise:
● Tops: XS - L
● Sweaters: XS - L
● Dresses: XS - L
● Jackets: XS - L
● Coats: XS - L
● Skirts: XS - L
● Pants: XS - L
● Shoes: 6-10
● Purses
Brands (all have environmentally conscious
aspects):
● Maiyet
● Bead and Reel
● Rant Clothing
● Amour Vert
● Elise Ballegeer
● Heidi Merrick
● Coclico
Price Point
Upper Moderate to Bridge: $50 - $300

6. Planograms

7. Store Views

11. References:
Department of Numbers. (2015). ​Real Median Household Income for Portland Oregon. Retrieved from
http://www.deptofnumbers.com/income/oregon/portland/
Suburban Stats. (2016). ​Population Demographics for Portland, Oregon in 2016 and 2015. Retrieved from
https://suburbanstats.org/population/oregon/how-many-people-live-in-portland
Pressman, L. (2016). PANTONE Fashion Color Report. ​PANTONE. Retrieved from
http://www.pantone.com/fashion-color-report-spring-2017?from=topNav
WWD Staff. (2016). Trends. ​WWD. Retrieved from http://wwd.com/fashion-news/trends/