A team of interns at R&D Design Inc. were in charge of managing and developing the schematic phase of a retail design case under the supervision of the head designer. The new retail brand in Shanghai, COOE is specifically directed towards women between the age of 25 to 40; a period when women generally are capable, confident, responsible for her own lives including upholding things like professional occupations, realistic romance, and even family with children. In this phase of life, women are often subjected to issues of tradition, stress, and urbanization. Issues of tradition can easily come from family pressures, expectations from peers, and marriage constraints. Stress may come from her work, and/or her husband. And last but not least, women at this age need to keep up with the rapid changes in society as well as developments of the latest fashion trends.