Retail Buying by Barbara Nichols

Barbara Nichols Retail Buying

Table Of Contents •  Store Profiles •  Customer Profiles •  Six-Month Business Plan •  Class Plan •  Market Purchases •  Marketing Plan

Anthropologie Anthropologie is a lifestyle destination for women where her senses are engaged and her imagination is inspired. The store focuses more on the customerâ&#x20AC;&#x2122;s experience rather than selling the customer a particular product. The store is divided into three main categories- apparel, accessories and home. Anthropologie creates an idea of how the customer would like to live.

Store Profile: Santa Monica, CA •

1402 3rd Street Promenade, Santa Monica, CA 90401

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This Anthropologie is part of the 3rd Street Promenade outdoor shopping center where many tourists come to shop. The shopping center features around 200 stores, restaurants, movie theatres, street entertainers and is walking distance from the ocean. The exterior of the store is made up of a light tan concrete. The store also has multiple rectangle and oval shaped windows complete with wooden window frames. The interior of the store has rustic wood flooring, white brick walls and white tile ceiling. The store relies largely on natural lighting and unique ceiling lighting. The lighting is more dim than most other stores. The visual displays, music, couches and pillows create a colorful, relaxed atmosphere. The store is made up of two floors- the first with apparel and accessories and the second home and lounge wear.

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Store Profile: Chicago, IL •

3532 N Southport Ave. Chicago, IL 60657

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This Anthropologie is a free standing store that is located on Southport Avenue next to many boutiques, salons and small bars & restaurants. The exterior of the store is made up mainly of diagonal windows and brown siding with two large wooden glass doors. The interior of the store has rustic wood flooring, cream and yellow painted walls and an office and register at the center of the store. The lighting is mainly made up of natural lighting from the front windows. The ceilings are high with windows as well. This store focuses on mainly scent with over six different candles burning throughout the store. The store is one level with apparel on the left side and home merchandise on the right and lounge wear in the back along with a spacious dressing room area.

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Store Profile: New York, NY •

1230 3rd Ave (between 72nd St & 71st St) New York, NY 10021

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This Anthropologie is a free standing store located in the Upper East Side neighborhood next to many shops, markets, restaurants and salons. The exterior is rectangular shaped with wood siding and large square windows along with the double door entrance. The building was previously a theater. The interior of the store also has the rustic wooden floors and cream colored walls. The ceiling is extremely high and the store is made up of multiple floors. The space exceeds over 10,000 square feet. This gives the store a very spacious and clean feel. The store is very bright from lighting that is made up by multiple unique chandeliers and natural lighting. This Anthropologie focuses mostly on their home merchandise displaying sections of it all through out the store.

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Customer Profile: Santa Monica, CA •

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Geographic: –  Region: –  City Size: –  Urban/Rural: –  Climate: Demographics: –  Age: –  Sex: –  Family Life Cycle: –  Income –  Education: –  Occupation: –  Religion: –  Ethnic Background: Psychographics: –  Social Class: –  Personality: –  Life-style: –  Likes: –  Dislikes:

Santa Monica, California 90401 5,200 Urban Warm 30-39 Female Single 35,000+ Bachelors Degree Management/Professional All All Middle Class Energetic, Outgoing, Artistic Explorer, Independent Trying new trends, Surfing and Yoga Neutral colors and wearing heels

Customer Profile: Chicago, IL •

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Chicago, Illinois 60657 66,800 Urban Seasonal Warm and Cold 20-29 Female Single 50,000+ Bachelors Degree Management/Professional All All Middle to Upper Class Goal-oriented, Sociable Reformer, Independent Family, friends, cooking and decorating Bright colors and clutter

Customer Profile: New York, NY •

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New York, New York 10021 102,000+ Urban Seasonal Warm and Cold 30-39 Female Married 50,000+ Bachelors Degree Management/Professional All All Middle to Upper Class Class Confident and Friendly Accomplished, Creative Trying new restaurants, Traveling, Blogging Wearing the same piece the same way twice

Customer Profile Comparisons Population Santa Monica

Chicago

New York 102,000

66,800

5,200 Santa Monica

Chicago

New York

Customer Profile Comparisons Race 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% White Hispanic/Latino Asian

Santa Monica 73% 12% 7%

Chicago 82% 8% 5%

New York 86% 5% 6%

Customer Profile Comparisons Age 45% 40% 35% 30% 25%

20-29

20%

30-39

15%

40-49

10% 5% 0% Santa Monica

Chicago

New York

Customer Profile Comparisons Marital Status 70% 60% 50% 40% 30% 20% 10% 0%

Single Married Santa Monica

Chicago

New York

Customer Profile Comparisons $80,000

Median Income

$70,000

Chicago, $55,647

$60,000 $50,000 $40,000

New York, $75,472

Santa Monica, $36,461

$30,000 $20,000 $10,000 $0 Santa Monica

Chicago

New York

Impact From Customer Comparisons •  •  •

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Population is highest in New York because of apartment buildings and then Chicago. Santa Monica should carry a wider variety of colors since it has the largest mixture of race. The age comparison could impact the merchandise like the size and colors. Chicago has a younger market so they may need smaller sizes and be more open to newer trends. Marital status comparisons show that New York has a higher rate of marriage so this market may want more sophisticated clothing. Majority of the population in Chicago and Santa Monica are single so they have more discretionary income. The income comparisons show that the New York market has the highest income and Santa Monica has the lowest, therefore the New York store should carry the more expensive dresses and Santa Monica the more reasonably price dresses.

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C L A S S P L A N

August Purchases

Evening

Day

Maxi/Midi

Other

September Purchases

Evening

Day

Maxi/Midi

Other

October Purchases

Evening

Day

Maxi/Midi

Other

November Purchases

Evening

Day

Maxi/Midi

Other

December Purchases

Evening

Day

Maxi/Midi

Other

January Purchases

Evening

Day

Maxi/Midi

Other

Marketing Plan

August Sunday

Monday

Tuesday

Wednesday

2013 Thursday

Friday

Saturday

EVENTS

13-17: Summer Sale 40% off all summer merchandise to make room for Fall Apparel

26-30: Employee Appreciation Week Monday: Employees get an additional 20% off Apparel & Accessories Tuesday: Food & Drinks Supplied

Dolor sit amet Wednesday: Employees get an additional 20% off Home Thursday: Food & Drinks Supplied Friday: Raffle for employees to win prizes

September Sunday

Monday

Tuesday

Wednesday

2013

Thursday

Friday

Saturday

A 22

A 29

EVENTS

15: Employee Education Regional Manager will conduct employee meeting on new Maeve Fall Line

19: Employee Contest (til 30th): Competition between sales associates and managers on who can sell the most Maeve merchandise. Winner gets 75% off any one Maeve item

24: Trunk Show 10-5pm viewing of new Maeve Fall Collection

October Sunday

Monday

Tuesday

Wednesday 1

2013 Thursday

Friday 3

Saturday 4

A 6

EVENTS

5: Fall Fashion Show Employees and their friends and family will model new fall items to show fit to customers and showcase new items

27: Employee Meeting: Employees will be asked to fill out sheet on where their interests lie in helping out over the holiday season. Ex visuals, styling, shipment

24: Trunk Show 10-5pm viewing of new Maeve Fall Collection

November Sunday

Monday

Tuesday

Wednesday

2013

Thursday

Friday

Saturday 1

EVENTS

10-16: Seasonal Employee Training Week of training for new seasonal employees and learning what areas they are interested in working in

27: Employee Sale: Employee Black Wednesday Sale of 50% off all sale items all day

29: Black Friday Promotion: Customers receive 50% off all sale items all day

December Sunday

Monday 1

Tuesday 2

Wednesday 3

2013

Thursday 4

Friday 5

Saturday 6

A 8

A 29

A 30

EVENTS

7: Charmed Party: Event for customers to come in and create charm bracelets for holiday gifts and enjoy free snacks and drinks

22: Employee Holiday Party: After hour get-together with employees that includes prizes, free food and drinks

23-30: Eight Days of Dresses: Showcase 8 holiday dresses and each one will be offered at 15% off one of the eight days

January Sunday

Monday

Tuesday

Wednesday 1

Thursday 2

2013 Friday 3

Saturday 4

EVENTS

2-5: New Years Sale: 40% off select merchandise

27-: Employee Meeting and Display: Employees will be provided breakfast and become informed on new merchandise and help with floor layout and window displays.

28-31: New Merchandise Marketing: Showcase new merchandise and new floor layout and window display

Gross Margin Projection

August

September

October

November

December

January