Exterior: Donna’s Dress Shop offers a boisterous exterior paint job inlayed with an old rustic feel. Bright red and white paint set this downtown 39th street boutique apart from other businesses in the area. The brick exterior coupled with the wood frame door help preserve the buildings historic roots. Large windows adorn the boutique, allowing various decals to be playfully placed around the exterior of the store. Events, sales, and other news (First Friday’s) can be hand written on a chalkboard sign outside of the front door.

Interior: The interior of Donna’s Dress shop is more subdued in color. The light gray lets the unique clothes do the talking. Frames embellish the walls; featuring vintage photographs, graphics, and illustrations. Other knick-knacks, accessories, and small vintage items are put on display on various shelvings of the brick walls. Wood floors and the mix of brick and painted walls help create a flow from the outside bustle to the window lit, comfortable interior. 

Transportation: Driving through the busy 39th street in downtown Kansas City, this candy red Volkswagen Beetle is sure to turn some heads. Using decals once again, it is a simple way to brand the car without overwhelming it with advertisements. The custom license plate reads, DONNA 39, representing the owner and street of the boutique. A bumper sticker includes Donna’s Dress Shop’s website and facebook page, perfect to catch future customers attention as they travel downtown. 

In-Store Branding: By creating handmade tags, customer thank you notes, and creating a unique atmosphere Donna’s Dress shop continues to maintain its brick and mortar shop status. 

Tags: Tags are bought with imprinted logos and guide lines, but the rest is filled out by the boutique staff. “This is a Vintage item” or “This is a New item” is stamped onto the tag; the name of the product, year (vintage), and price are hand printed onto the tag. Twine and small safety pins are used to affix to items. Paper Bags: In assorted sizes, these black and kraft paper bags feature “Donna’s” and large logo identifier. Gift Wrap: Kraft gift boxes are available to customers. Black or red tissue paper is used when wrapping the items inside the box. The box is then sealed with twine and a circular Donna’s gift tag. 

Donna’s Dress Code: This is a creative and unique boutique, therefore Donna’s Dress Shop employees need to have a keen sense of fashion. Not only are they representing it’s unique identity, employees will also model new arrivals to post onto Facebook and the Donna’s Dress Shop website. To facilitate new employees joining the Donna’s staff: scarves, buttons, Peter-Pan dress, tote bags, and branded sunglasses are available at the boutique. Scarf: The Donna’s Scarf features a retro star pattern with “Donna’s” printed on a silk scarf. At 20” by 60” this scarf can easily be fashioned into a belt, sash, or vintage hair turban. Employees and customers can be creative with this simple but versatile scarf. Buttons: Donna’s Dress Shop buttons can be added to tote bags or pinned to an employees outfit- adding some identifiable vintage sass. Peter-Pan Dress: This simple Peter-Pan Collar Dress is a perfect base for any outfit. It can be accompanied by the scarf or pin. Because of it’s A-line shape, this dress will flatter all body types. Tote Bag & Sunglasses: Branded tote bag and sunglasses can be bought by customers and employees. Identifiable, functional, and fun branded merchandise are an easy way to market Donna’s Dress Shop by just simply walking down the street. 

Identifiable, functional, and fun branded merchandise are an easy way to market Donna’s Dress Shop by just simply walking down the street.