REFORMATION GRAND OPENING Imaan Premjee

TXMI 4240
 REFORMATION
o Reformation is a women’s sustainable clothing brand
with stores located in several states
o I am planning the Grand Opening of a Reformation
store in Atlanta, GA
o Our event will include merchandise sale, live
entertainment, and food and beverage
o Sustainability is a large part of Reformation’s
production and marketing
MERCHANDISE STYLE
o Reformation clothing is known for their minimalist, flowy, and feminine styles. They use light
colors and floral prints with their relaxed silhouettes. Their website displays many neutrals,
laces, and silks. The feminine detailing of puffed sleeves and micro-florals grace many of their
pieces. Their merchandise is popular for wedding wear as well.
o Taylor Swift, Karlie Kloss, and Rihanna are all celebrities seen sporting Reformation clothing.
 VENUE
o The store is located in the Buckhead Village District.
Buckhead Village is a mixed-use development in Atlanta.
GA that “blends diverse shopping and culinary
experiences with welcoming communal spaces, bold
design and interactive art installations for a taste of life
in the modern South.”
o Buckhead Village includes high-end stores like Billy Reid,
Warby Parker, Buckhead Art & Company, and restaurants
like Le Colonial, and Le Bilboquet. The Village also has a
Veranda, where guests can lounge and gather.
o Address:
274 Buckhead Ave NE
Atlanta, GA 30305
STOREFRONT AND FLOORPLAN
o Reformation uses simple, classic interior design
tactics to create an elegant atmosphere. This will
be reflected in the storefront. In the windows, we
will have 2-3 mannequins wearing seasonal styles
and a few taller plants to add ambiance.
o Because this is the grand opening, we will also
display some flower bouquets in light colors like
white and light pink, and a small sign
commemorating the opening.
o The floorplan will be simple and minimal, with several racks placed around
the store to hold the clothing and a few tables and chairs for people to
socialize around. The fitting rooms will be placed towards the back left of the
store and the inventory room to hold stock will take up the entire back. The
cash registers will be in front of the inventory room, 2/3 of the way into the
store. Bathrooms will be at the back right, behind the cash registers.
 DESIGN AND INTERIOR
oThe design of the store should reflect the aesthetic of
their merchandise and website. To represent this, we
will provide a clean and modern interior design. The
furniture will be white or light colored with earthy
tones mixed in from woodwork, plants and other
trinkets around the store.
o The concrete floor will be softened with a few lightly
colored rugs under floor displays.
oWe will also feature plants and large mirrors to
soften the space and make the store appear more
spacious
VISUAL MERCHANDISING – DISPLAYS AND LIGHTING
oReformation uses a unique system in which there is only one
of each style on the sales floor at a time. This keeps the floor
clean and organized and allows customers to browse through
different styles more quickly.
o This new display technique is paired with a custom
technology system with which customers can use iPads and
digital screens to select the items in the size they want to try
in the fitting room. Once they are ready to try the clothes on,
all the options they selected will be waiting for them in the
fitting room.
o The clothes are stores on brushed metal racks that have a
simple and elegant design with only one of each style on the
racks. The different sizes will be stores in the back inventory
room
 VISUAL MERCHANDISING – DISPLAYS AND LIGHTING
o Reformation uses classic, elegant designs to contribute to the ambiance of their image. To
contribute to this, we will use simple, sophisticated furniture around the store.
oWooden and Marble-top tables
o Wooden and white chairs
o Bright recessed lighting
o Leafy plants

o I want to put in a wall installation of Reformation’s motto “Being naked is the

#1 most sustainable option - we're #2” in simple, black lettering on a plain white wall.
This reinforces the message of the store and importance of their merchandise.
o Since this is a grand opening, I want to include some festive decorations while still
maintaining the elegance of the store. Some simple white and gold balloon bunches will be
places around the store with some white flower bouquets wrapped in gold ribbon.
 PERSONNEL
o I have designed a tier system that organizes all the personnel and what parts of the
opening they are each in charge of. This chart displays the system. Each person oversees
the tasks below them and reports to the Event Coordinator.
Event Coordinator

Merchandise Team Hospitality Team Venue Team Marketing Team Logistics Team
o Ordering o Catering food and o Set-up and clean o Advertising o Coordinate between
merchandise refreshments up coordination o Social Media teams
o Stocking store and o Decorations (balloons o Insurance Marketing o Hiring
inventory room and flower o Lighting and sound o Local promotion o Budget and payments
o Arrange visual arrangements) o Permits o Invitations o Permits and contracts
merchandising o Entertainment (hiring o Parking o Photography and o Sponsorships and
o Discounts and setup) o Security Video partnering
o Greet customers o Scheduling
 o We will hire local, female musician. She will play
acoustic covers of popular songs. She will both sing
and play guitar. The acoustic music will reflect the
ENTERTAINMENT serene and relaxed environment set up in the store.
o She will play 2 hour and a half long sets over the
course of the event, with a break in the middle
o She will provide her own guitar, picks, stool,
microphones, and speakers
o Hiring local talent shows a comradery within the
community and a building of relationships within it
o We will advertise her performance on our
marketing works as well
PARTNERING AND SPONSORS
o Le Bilboquet is a local French bistro in Buckhead Village that is
partnering with us for the Reformation Grand Opening. They will
provide some appetizer platters and beverages for the customers at the
Grand Opening. All the food and beverage will be placed on a long
table against the left wall of the store. The tables will follow the same
design plan as described earlier (simple and elegant; wood/marble)
o Le Bilboquet will provide plates, napkins, and cutlery as a part of their
catering service. The food will be self-served.
oFood provided
o Small plates with cheeses, meats, salads, and vegetables.
o Signature Summer Drinks like Strawberry Lemonade, Mint Tea
Lemonade, and Water
o Le Bilboquet will also sponsor the event
o We also recruited local business CenterState Bank to show we have a
good relationship with the community. They will be allowed to advertise
at our event with stickers and flyers
EVENT INFORMATION AND SECURITY
o The Reformation Grand Opening Event will take place from 10:00 AM – 4:00 PM EST
on Friday, May 14, 2021
o To promote the event and encourage customers to buy merchandise, we will advertise
and provide a 10% sale on all purchases
o We will install several security cameras throughout both the interior and exterior of
the store to ensure the safety of our customers and and prevent theft
 o Reformation’s target customer are women between
the ages of 25-32. These women are young
professionals and socialites with high concern for
the environment and a strong desire to be
fashionable and trendy.

TARGET o Reformation wants their customers to have

thoughtful shopping habits to balance trendiness with
MARKET/AUDIENCE sustainability
o I want this Grand Opening event to attract young,
fashion-forward women in the area who are looking
for clothing that is environmentally-friendly
o To accomplish this, we need to market through
channels that these women will see
 MARKETING
o Social Media Marketing: Since so much of Reformation’s business comes from young people,
social media will be essential in the marketing process
§Instagram: Reformation as a brand has an Instagram, but making an individual for the store
will engage locals and can be a place to advertise local sales and merchandise
§Facebook: Facebook advertisements are effective in reaching an older market and local
Facebook groups
§Google: We will use Search Engine Optimization and Google Ads to make sure the Grand
Opening
o Invitations: We will mail out invitations to locals who meet our target market and local
influencers who can post about the store on their platforms. These invitations will contain all the
information about the event, including dates and times along with featured entertainment and
refreshments.
o Print and Radio: We can mail out flyers for the event and feature radio announcements on local
stations.
INVITATIONS AND FLYERS

Social Media Post

Mailed Invitations
 BUDGET
o For this event, we wanted to stay within a budget of $20,000. However, we also had a
$5,000 cushion in case there were any extra expenses.
o We divided our budget into 15 categories listed below
oVenue - $11,080
o Public Relations - $563
oDécor - $4,049 o Marketing - $1,000
oFood and Beverages - $2,600 o Social media - $900
oEvent Programming - $550 o Advertising – 420
oAdditional Entertainment - $250 o Sponsors - $1,100
oEvent Documentation - $500 o Logistics - $500
oAttendee and Guest Services - $ $1,100 o Other - $120
oCommunications - $468

o This left us with a total spending cost of $25,200

SOURCES
ohttps://www.racked.com/2016/6/30/12059034/reformation-new-store-san-
francisco
ohttps://us.fashionnetwork.com/news/reformation-opens-third-nyc-store-on-bond-
street,889473.html
ohttps://www.dmagazine.com/shopping-fashion/2017/09/reformation-dallas-
opening/
ohttps://issuu.com/emilywhelan0/docs/reformation_bookletfinalfinalforpre
ohttps://www.eventbrite.com/blog/grand-opening-ideas-ds00/
ohttps://www.buckheadvillagedistrict.com/about-buckhead-village