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Business Info

What does your company do?

We are in the planning stages of a retail store to be located in an affluent suburb of Chicago. Our plan is to offer merchandise that will appeal to girls ages 10 to 15. The feeling of the store should be one of beauty, nature, art, design and authenticity. Following the trends set by stores like Anthropology and Restoration Hardware. We want to create a space and shopping space that is wildly appealing, personal and cosmopolitan for young women, their parents and close friends.

The mission of The Store is to provide a thrilling shopping experience offering distinct, well-curated merchandise to a discerning audience.

The Vision of The Store is to be a shopping experience in Central Glencoe that will appeal to young shoppers as well as more mature shoppers. The Store will additionally provide a platform for the presentation of emerging artists in tandem with space for our shoppers to interact creatively with these artists in order to enrich their intellectual and fashionable selves.

The Values of the Store are that everything we sell is independently sourced and personally curated by the owner. We believe shopping should be a meaningful experience much like visiting a museum. The Store believes every Tween girl is beautiful and her beauty should be celebrated. The Store is poised to help each Tween girl unlock her sense of beauty, style and confidence in everything she endeavors to do in her life. The Store seeks hand-made, authentic, well-constructed, beautiful merchandise from the most creative vendors to stand in stark contrast to a world of mass-produced objects and fashion.

Do you require that a .COM or other URL be available for the new name?


Target Audience

What is your industry?


Describe your customers

We have identified a variety of customer avatars to help characterize the core customers:
Tween Girls (age 10-15)
Parents of girls ages 10-15 (target audience)
Grandparents and extended family
Friends of Tween girls
Passerby (Writers Theatre)
Window shoppers (people who come to downtown Glencoe for other personal needs)

What 3 things do you want your company name to communicate to your customers?

We would like our brand to communicate beauty, nature, authenticity and the fun associated with being young. Because our audience is sophisticated/well traveled we also would be open to brand names derived from foreign languages that reference some aspects of everything we have already stated.

List the names of your top three competitors

At this time we really don't have competition since our area doesn't offer a retail experience like this type. Nationally, in the United States, we do have stores aimed at our demographic and their names are Forever 21, H&M, Justice, Claire's, Ivivva and Abercrombie and Fitch.

Style and Concept

What character, tenor, or spirit do you wish to convey?

Our store should represent every aspect of youthful beauty, emerging womanhood, artful playfulness and a worldly awareness that there is life beyond our town that young women may embrace on their own.

Are there specific words or phrases you do not like?

Not at this time.

Are there specific words or phrases you like?

These are the kinds of words we have been playing with but are open to the potentiality of any language or any verbiage.

Printaniere (this is "spring" as an adjective as in "spring beauty or spring salad) the "iere" ending is the feminine form
Daffodil or Jonquil (French for Daffodil and a first flower of spring)
Jardin (garden in French)
Genneroux (Generous)
Provencale (of Provence - which has a strong connotation to beauty, nature, spring and fresh things)
Bluma (Yiddish for Blossom or Bloom)
Shayna (Yiddish for Pretty)

Do you have other info you want to share?

We are excited to see peoples reactions or impressions based on this scope. We would like to cast the widest creative net and we welcome all creative submissions you may have.



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