Nines By Krystel Castillo, Brittany Breisch, Antonio Jaimes, & Morgan Wallace
Vision Statement In 5 years Nines plans to expand our space to offer more products for our customers. With a larger space and a solid clientele list, Nines hopes to be a neighborhood destination and a recognizable name around Chicago!
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Mission Statement “It is our mission to provide a fashion forward environment that sets itself apart from other lifestyle stores, with bold taste and classic undertones to help express individuality�.
Company/Concept
The concept of Nines is to showcase a unique selection of clothing that can be tailored to a variety of exceptional styles.
Company 4 C’s Key Products: - womenswear, menswear, shoes, & bags
What makes Nines Special? - our customer service and unique selection of clothing
What is our niche? - The atmosphere inside our store and the wide variety of clothing we offer
Why would someone want to shop here? -Nines is a unique store with a cool environment offering fashion forward attire.
Is this the first store that comes to mind when making a purchase ? - Yes! Our great promotions, friendly staff, and trendy environment will make customers come back time and time again.
Culture 4 C’s What is the “Culture” of Nines? - laid-back, friendly, & luxurious
What are the employees like? - Very friendly, and knowledgeable about fashion. They are eager to help
and assist a customer with any need.
What are the customers like? -Happy, outgoing, fashionable, artsy, and come from different backgrounds (states, countries) & and mostly love to shop.
Customer – 4 C’s Who is the Nines Customer? •
Age: 20-40s
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Urban
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Male & Female
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Any ethnic background
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Middle to upper class
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Outgoing
Does the customer usually purchase or browse? - they purchase or browse but come back to purchase later
Does this customer impulse buy? -usually no
Is this a destination store for this customer?
Competition Nines competition:
4 C’s
RSVP, Iridium Clothing, Sandro, Maje
What do we offer our customers in terms of service, selection, and price that differs from others? - Our customer service is always excellent - We offer personal shopping and styling - We repair minor damages - & we always have a unique selection of clothing and styles
What does our store do that is unique to Nines? - TV screens built in walls with current Cat Walks - Our Nines shopping bags are reusable
Branding
NINES “Dress to the NINES”
Merchandise Assortment
Merchandise Assortment
Merchandise Assortment
Merchandise Assortment
Location Fact Sheet Store Location: 2157 N Damen Ave Cross Streets: Damen & Webster Total Square Footage: 2250 sq/ft Cost per Sq/ Ft: $30 Shape of store: Rectangle Monthly Rent: 5,625 Terms of Lease: n/a
2157 N Damen is a contemporary new construction building ideally located on the corner of Webster and Damen. With easy access to expressway and a strong visual presence to both foot and car traffic, over 300,000 vehicles daily. There is an abundance of parking, both surface and underground. The space can be built to suit many business needs.
Planagram
NINES Men’s Inside Nines: Bold, Sleek & Luxurious We have textured walls, big mirrors,& extraordinary lighting all in Black, White & Gold tones with pops of color
NINES Women’s
Our fitting areas are spacious, well lit, and have plenty of mirrors
Nines has a love for fashion & unique works of art. We combine both elements to truly stand out from the rest. Our shoe sculpture is a great example of this. ( ours will match the rest of our dĂŠcor: Black/white/gold)
E- Business
Facebook • Our information such as hours & location can be found • Pictures of our store • Updates of sales & promotions • Information about upcoming events • Images of new merchandise
Instagram • Daily posts from inside the store • OOTD posts • Inform our followers on new merchandise/sales/promot ions • Reposts from our followers wearing Nines • Styling tips • Fashion inspiration • Pictures of our staff
Pinterest • Our merchandise will be showcased by models • On Pinterest account will be kept simple and only have images from our photo shoots of our apparel
Marketing • Place: Our product will be found in store only • Price Point: Promotional, Better Classification – with merchandise ranging from $45 – 350 • Promotion: Loyalty system, spend $500 receive $50 store credit! ● ●
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Like us on Facebook receive $10 credit (one time only) Follow us on Instagram receive $10 credit (one time only) Birthday month? Receive $25 off your total purchase
Marketing
Promotions and Events
Nines will host an opening cocktail party for close friends, family members and supporters from the neighborhood, where guest can have a first look inside our new store while enjoying signature cocktails, hand crafted appetizers and great music. If they spend over $200 that night, they will receive two $25 gift cards. One for them, and one for a friend!
Nines will have a similar event in November to kick off the holiday season. All Customers are welcome to this event. There will be special deals, and free gift wrapping of nines merchandise.
We plan to host another event with customer perks, food and entertainment in March to welcome the spring weather!
Marketing Advertising -Nines will have large custom made signs to be hung in our windows to announce sales, or special events. We will also have information at our check out counter. -Most advertising will be done over Facebook and Insagram -Nines will also have 4x6 printed ads to give to other local business and customers to spread out name!
Marketing Publicity: Nines will issue press releases upon request. We are all about free publicity! - We are also big fans of networking. Anytime any of our employees goes out they are equipped with business cards to spread our name!
Marketing Advertising Calendar: budget 8,000
Organizational Culture At NINES our identity is oriented in style, performance and customer satisfaction. We strive to achieve perfection through a very humanistic approach, by personally reaching out and communicating with both our team members and customers, falling below that standard is not acceptable. Remaining consistent in the service we provide is of the utmost importance, we are able to maintain this with our loyalties that are built by appreciating and respecting the diversity of others and having the highest ethical regards. When someone steps into our store that feeling will resonate with them. We continuously invest in ourselves to make sure our customers are receiving quality clothing and experience they won’t find anywhere else.
Management & Leadership Style Coaching/ Democratic At Nines, we will use an effective yet compassionate style of leadership. We want everyone, from management to stylists, to feel like part of a team. This team will have clear and concise goals. When issues arise, employees will be consulted and asked for their opinion before any decision is made. In the end, not everyone can be pleased all the time. Some people may not benefit from every choice that is made. Positive and negative feedback is encouraged at all times.
Employee Motivation We believe that keeping employees in sync with the goals of the business depends heavily on their job satisfaction. To promote happiness in the workplace we have set up the following: • - A fully stocked selection of Keurig coffee, tea, and hot chocolate • - When working on a Saturday, we order lunch in for everyone • - One on one meetings with the manager & idea bored for any concerns/suggestions • - A seasonal allowance of $300 allowing them to stay current with what we are offering; employees are the best models.
Selling Programs Our customer’s information is saved in our POS system allowing us to keep record of who is shopping with us, and who we should be targeting for upcoming sales and promotions. Along with that they have a bonus number and it tracks every dollar spent. When the bonus number hits 500, they will get a $50 credit to be used for anything in the store. This bonus number accumulates over any time span and never expires. Giving the customer a credit towards something else in store usually results in more sales just by bringing them into the store.
Employee Bonuses & Incentives Commission and selling bonuses can be motivating for employees, but can also be extremely annoying to the customer if they are too transparent. For this reason our selling incentives are structured differently. There is no straightforward “commission”. There will be weekly small incentives from time to time. There will also be monthly categories assigned. Whoever sells the most in that category over the calendar month wins. The winner of each months contest receives $150 cash OR an item of their choice from the store. JANUARY- Winter hats/gloves/scarves “outerwear accessories” FEBRUARY- Any item that is red MARCH- Long sleeved tops APRIL – Skirts/ Shorts MAY- Any item that is striped JUNE- Any Merchandise $300 and above JULY- Dresses & Polo’s AUGUST- Any item that is white SEPTEMBER- All denim OCTOBER- All handbags/totes/briefcases NOVEMBER – Anything that is solid black DECEMBER- Outerwear
Organizational Management At Nines we will always have two people in the store at any given time during open hours Sunday through Thursday. Fridays and Saturdays we will have an additional employee. The owner and/or manager will always be in the store unless they are ill, have a preplanned event, or are on a buying trip. In addition we will have one key holder stylist running the store. On busier days there may be an extra stylist on the floor in addition to the owner/ manager and key holder. 1 – Owner 1- Manager 2 – Key holding Stylists 2 – Part time Stylists
Nines Sincerely thanks you for you time