Case Study Luna Boston < Back
Luna Boston
286 Newbury Street
Boston, Massachusetts 02115
Place: Luna Boston, a handbags and accessories store on Newbury Street, Boston that features unique, harder-to-find designers.
Mission: Our assignment was to assist this start-up with business planning, store-design, and merchandising to prepare them for a successful opening.
Tactics: 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 “right” for them and right for the area.
After assisting with choosing the number of vendors the handbag store was to have, the appropriate price range was also addressed. Retail Concepts served as an interface between Luna Boston and the store designer to insure that the store design, marketing and merchandising all were coordinated and contributing to the same important business-building messages. Since the Web site was intended from the outset to be an important cog in maintaining relationships with customers from all over, 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.
We helped create a very edited, organized, and limited assortment, and also to plan merchandising that guaranteed customers could clearly see each product and its merits.
Result: Luna Boston has met or exceeded plan expectations every month since opening in the Summer of 2004.
