CASE STUDY: Luna Boston

205 Newbury Street | Boston, MA 02115 | www.lunaboston.com

Place

Luna Boston, a handbags and accessories store on Newbury Street in Boston that features unique, hard-to-find designers.

Mission

Our assignment was to assist this retail start-up with writing a store business plan, developing a store design, and creating a retail merchandising strategy to prepare them for a successful opening.

Tactics

Luna's owner, Sarah Johnson, knew she wanted a store on Newbury Street. After careful consideration in selecting and negotiating for the most ideal location, Retail Concepts and Luna Boston worked together to define the store's personality. A “New York minimalist” look was Sarah's plan for the store, and extra steps were taken to make sure the store would clearly communicate to Boston and Newbury Street target customers why the store was the right fit for them and the area. After assisting with choosing the number of vendors the handbag store was to carry, the appropriate price range was also addressed. We helped create a very edited, organized, and limited assortment, and a merchandising strategy that guaranteed customers could clearly see each product and its merits.

Retail Concepts also served as an interface between Luna Boston and the store designer to insure that the store design, marketing and merchandising were all coordinated and contributing to the same important business-building messages. Since the website was intended from the outset to be an important component in maintaining relationships with customers who are not from the immediate area, Retail Concepts also worked with Sarah to translate the brand online and into every customer interaction. It was important that all Luna experiences, in-store or online, be seamless and enjoyable.

Results

Luna Boston has met or exceeded plan expectations every month since opening in the summer of 2004.

What the Client Had to Say

"Sometimes, I think that a single encounter can change your life-and that first meeting with [Retail Concepts] was one of those encounters for me. From that day on, through the whole business planning process, you really helped me take this dream and make it a reality!"

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