In terms of a brick and mortar store, this is a crucial piece in building our brand image from the ground up. The everyday man needs to be able to try on clothing and accessories with ease. Fathers will be able to bring their children to the store to have an experience of their own. There will be a small play-place within the fitting rooms of our store for customers to bring their children to be entertained, while they are shopping. Our brick and mortar store is also hoping to be integrated into a brand new platform called "EMain". "With EMain, local shops will be able to showcase their offers online, with the promise of free next-day delivery for local customers" (Kharif, 2018). This platform will be perfect for our customers, because the busy dad will be able to come inside, try on what they want for sizing, and leave with ability to order on their online platform. This will also be an incredible opportunity for our everyday dad to have a break from the kids, while shopping for what he needs for work, everyday or other professional activities. This dad doesn’t always put himself first, therefore, he needs something accessible and easy.

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In terms of shopping the store, our brick and mortar store will be separated by section -- men's basics, men's denim, fanzone, and men's business professional. Customers can come inside with a goal in mind, and find their particular section with ease. Men's sizing can grow to be extremely complicated and hard to remember at times, therefore customers will be able to track their sizing and additional requests required. Lastly, there will be apparel tailoring service for free with purchase. Customer can drop off clothing for tailor, and then the new tailored purchase will arrive on their door in the next two days.