Buy Book Inventory & Stock Control Winter Quarter ‘11 Candice Alvarado
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Table of Contents Company Profile SWOT and PEST Analysis Customer Profile Merchandising Strategy Six Month Buy Plan Merchandise Tag & Car Instructions Purchase Orders & Designer Bios Return to Vendor Policies Possible Positive & Negative Scenarios Trends & Forecasting Reports References
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Company Profile
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Mission Statement The idea for the Ecochic is to make chic and fun clothing for women who are concerned about sustainability and environmental affects of the product and merchandise they chose to purchase. Our goal is to make fashion green and eliminate the wasteful processed many manufacturers use to make synthetic fibers through the use of chemicals and pollutants that are harmful to both our environment and ourselves as human beings. We pride ourselves on our efforts to make clothing that is environmentally friendly that also look good, feel good and make our consumers feel good wearing them. From choosing the materials including fibers and fabrics all the way to the final finishing processes, our goal is to make the earth a cleaner and greener place to live while still allowing fashionable women to look good in clothing that is similar to those produced in harmful factories. Our line is made out of both organic natural fibers like cotton, hemp and bamboo as well as recycled fibers such as recycled plastic bottles and recycled spandex remnants.
“Ecochic, Chic Eco-Friendly Fashion for Eco-Friendly Fashionistas”
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Image Statement Ecochic’s goal is to bring eco-friendly, yet chic, fashionable clothing and accessories to the eco-friendly fashionistas in Seattle and its surrounding neighborhoods including an exclusive Ecochic line as well as merchandise from other eco friendly brands. Ecochic is not just a brand name, it is a lifestyle and we want to ensure our customers that the Ecochic brand is true to their mission and beliefs through each aspect of business. We will provide our customers with quality eco friendly, sustainable clothing at a price point that is reachable for our target market, while still competitive. We will also wholesale our merchandise to other local boutiques and retailers in order to spread the Ecochic movement to a larger market and decrease the distance our consumer would have to drive to reach our store.
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Marketing Strategies Ecochic will rely on word of mouth, social media and other technological advertising and marketing techniques in order to reach our consumer. We will also provide online shopping, with delivery only to local areas in order to decrease emissions produced by car and planes used by postage companies. Ecochic is not just a brand name, it is a lifestyle and we want to ensure our customers that the Ecochic brand is true to their mission and beliefs through each aspect of business. We will provide our customers with quality eco friendly, sustainable clothing at a price point that is reachable for our target market, while still competitive. We will also wholesale our merchandise to other local boutiques and retailers in order to spread the Ecochic movement to a larger market and decrease the distance our consumer would have to drive to reach our store.
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Products/Vendors Eco-friendly, yet chic, fashionable clothing and accessories for the eco-friendly fashionistas in Seattle and its surrounding neighborhoods including an exclusive Ecochic line as well as merchandise from other eco-friendly brands. We will feature products from several local designers and ecofriendly brands, as well as nationally known eco-friendly brands. We will go directly through each brand, using them as a direct vendor for their products.
Ecochic Ecochic is our in-house brand, exclusive to our boutique, which is designed and produced locally, through eco-friendly processes to ensure that our brand is helping, not hurting our environment.
Cameron Levin Couture Cameron Levin Couture designs feature couture cocktail dresses and ball gowns that are handdraped, made out of fine, natural fabrics and embellished with vintage ornamental motifs. Ecochic loves that Cameron works exclusively with fine, natural textiles, and hand-sculpts and constructs her own designs. Ecochic will feature a selection of Cameron’s cocktail dresses made out of recycled, vintage fabrics and materials. Contact: E-mail: Cameron@lovecameron.com
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Del Forte DenimDel Forte denim is the new environmentally friendly jean of the future. Masterfully combining the art of premium jean construction and environmental activism, Del Forte Denim is not just on the eco-friendly denim wagon, they’re driving the hybrid! Partnering with the Sustainable Cotton Project (SCP) of the California Central Valley, Del Forte jeans are organically homegrown right here in the USA. Providing 100 percent organic fashion forward styles for those of us who aspire to be beautiful inside and out, these premium jeans are designed with the environmentally light-footed in mind. Say goodbye to carcinogenic pesticide and herbicide contaminates in your wardrobe and step into a new era of eco-luxury with Del Forte Denim. Contact: Email: Info@delforte.com
FlutterBudget Jewelry – Flutterbudget Jewelry is Vintage Made Modern: jewelry crafted from vintage components, thrift store treasures and reclaimed lovelies. Seattle artist and vintage addict, Shannon Peters, creates oneof-a-kind pieces pairing stunning vintage and recycled goods with an eye for clean design and interesting color and texture combinations. Contact: E-mail: Flutterbudgetbuttons@gmail.com
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Loomstate Organic – Loomstate was founded as a casual brand dedicated to creating demand for certified organic cotton using socially and environmentally responsible methods of production. Loomstate Men's and Women's collections are inspired by the roots of classic American casual style born of the positivity and activism of youth subcultures over the past 40 years. Updated through modern fits, constructions, uncompromised attention to detail, and rendered in the highest quality and most comfortable 100% certified organic materials. Each piece is created to have lived-in character and comfort, from washed and softened fabrics to tumbled and aged hardware, achieving timeless style rooted in environmental and social sustainability. Contact: Loomstate Organic Attn: Wholesale 180 Orville Drive, Ste 100 Bohemia, NY 11716 Telephone: 646-827-7579
Strut Shoes – A local shoe boutique, owned & operated by a Seattle mom, the store caters to women, children, & men offering carefully selected stylish shoes from quality comfort brands like Tsubo, Merrell, Naturino & CROCS. Strut believes that shoes can feel just as great as they look. At Strut, comfort and style are no longer mutually exclusive! We invite you to visit and try on some shoes that will put a little bounce in your step and renew your sole.
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Twice Blushed “Twice Blushed” is a design concept that remakes a once-loved bridal gown into a unique, one-of-akind work of art that represents an environmentally conscious approach to the wedding dress. Bridal gowns hold layers of beautiful, reusable materials. With a little care these materials can be redesigned into a modern style that fits a new wearer in a customized, personal way. In addition to being a sustainable practice, reusing materials lowers the cost of the dress and allows for more delicate and detailed hands-on work to enhance the design. Contact: Vernell Studio 5228 20th Ave NW Seattle WA, 98107 Telephone: 206-963-9284 Email: info@twiceblushed.com
Vintage CreationsOne of a kind, 100% recycled clothing and accessories, proudly made in Seattle, Washington. Vintage Creations was founded in 1998 by Beth Nielsen. Using vintage and end run fabrics, each Vintage Creations piece is unique or a limited edition. Vintage Creations is based in Seattle, WA and the line is available in boutiques across the US and Canada. Contact: E-mail: Vintagebethann@aol.com
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Product Assortment Brand Ecochic
Cameron Levin Couture
Del Forte Denim
FlutterBudget Jewelry
Style Charlotte Top Olivia Top Quin Top Julia Top Bella Top Mila Skirt Callie Skirt Ava Dress Grace Dress Stella Pant Ella Pant Jane Pant Avery Pant Cameron Dress Emerald City Dress Flutter Dress Feathered Dress Tiara Dress Green Peace Dress Princessa Dress Fab Fur Dress Kara Dress Calla Jean Dahlia Jean Eugenia Jean Ivy Jean Tulip Jean Tiny Blooms earrings Tiny Sunshine earrings Aqua Leaves earrings Goldstone cluster earrings Sparkle cluster necklace Brass columns earrings Lemon yellow flower necklace Stacked metal earrings
Price
Product Life Cycle
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Loomstate Organic
Strut Shoes
Twice Blushed
Vintage Creations
Pink Daisy necklace Lock and Key necklace Prussian blooms earring Cayman Top Stargazer Top Reef Top Moray Top Sumba Top Kharma Jeans Harmony Jeans Revelation Jeans Pickford Jeans Mojave Pant Knit Legging Tahiti Pant Thalisa Dress Zostera Dress Cynaria Dress Aloha Shoe Carnival Shoe Take On Shoe Hola! Shoe Satire Shoe Star Shoe Ribbon Shoe Lily Top Lily Skirt Lily Sweater Rainey Jacket Tulip Jacket Evergreen Pant Mercer Dress Anne Dress Rose Scarf Paisley Scarf Steph Wrap Steph Vest Steph Skirt Steph Rose Tank Steph Mini Wrap Steph Mini Ruffle
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Steph Grey Ruffle Steph Cash Sweater Steph Arm Warmers Steph Leg Warmers
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Promotional Strategies No means of paper advertising or promotions will be used, this includes our direct marketing efforts. 80% of Ecochic’s advertising will be done electronically with little print advertisements. We will rely on word of mouth, social media and other technological advertising and marketing techniques in order to reach our consumer. By compiling a comprehensive database of the customers whom make purchases at Ecochic, we will collect phone numbers, cell phone numbers and e-mail addresses of both our in-store and online customers, in order to market directly to the consumer. After the customer’s consent to call, text or e-mail them with exclusive offers, sales, promotions and events or just to let them know we have something that we think is perfect for them. Not only will we compile contact information, but also the types of merchandise they purchase in order to better serve them as a customer, and direct them to merchandise, which we think they would be most likely to purchase. Ecochic’s proposed beginning advertising budget to get the word out to customers will be $1600/month or $19,200 in the first year. The direct marketing methods we will be using are…. Direct E-mails/Text Messages/Phone Calls: No paper use….eco-friendly. Informative, and is the perfect type of media to contact our consumer directly, won’t get lost in the pile of junk mail.
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Internet Strategy and Means Store Site: www.ecochic.com Ecochic on Facebook Ecochic on Twitter www.fremontseattle.com www.seattle.1thingus.com “Ask five people what sustainability means. You’ll likely discover their answers are as varied as the ways to help support green living. Here in Seattle, we are proud of our community and its status as one of the greenest cities in the U.S., but when it comes down to living sustainably, we often don’t know where to start. It can be an intimidating subject. Entercom is proud to introduce you to [1 THING]. Our goal is to provide approachable, relevant ways to start living green—from hints on energy efficient appliances to action to support sustainability like remembering to turn the water off when you brush your teeth.”1
www.ecofriendlyfashion.blogspot.com
“This site is designed to link boutiques and consumers to eco friendly fashion labels throughout the world, and to promote designers who are building their businesses with conscience. 'Eco Friendly Fashion' is here to make you think twice about what you are wearing and where it came from. After all, we only have one world.”2
www.ecofashionworld.com ““Eco Fashion Guide” The Guide is your ultimate resource to all the designers, brands and stores in eco fashion! We are constantly collecting information and pictures from all over the world to give you a user-friendly overview of all the amazing options for the conscious dresser!”3
1 1Thing Seattle | What's Your 1THING? 2010. Web. 10 Nov. 2010. <http://seattle.1thingus.com/>. 2 Eco Friendly Fashion. 2010. Web. 10 Nov. 2010. <http://ecofriendlyfashion.blogspot.com/>. 3 Eco Fashion, Green, Organic, Sustainable Apparel Ethical Clothing Guide and Directory News and Newsletter. 2010. Web. 10 Nov. 2010. <http://www.ecofashionworld.com/>.
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Place
(SeattleRentals.com)
Fremont 10 Population: 10,970 Area: 1.416 square miles Population Density: 7,748 people per square mile
The Seattle Metropolitan Area (King County)4 Population in July 2009: 617,334 Area: 83.9 square miles Population Density: 7360 people per square mile
10 "Seattle, Washington (WA) Profile." Stats about All US Cities. 2010. Web. 10 Oct. 2010. <http://www.city-data.com/city/Seattle-Washington.html>.
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Location
(Loopnet.com) 3515 Fremont Avenue North, Seattle, WA 98103 Located in the Fremont Neighborhood Seattle Magazine describes Fremont as a quirky, interesting and eclectic neighborhood with many attractions, for any person. “Fremont's artsy, eccentric background boasts a sense of humor that led the community to proclaim itself The Center of the Universe. Vintage clothing stores, tattoo parlors, brewpubs, restaurants, art galleries and a music studio founded by Stone Gossard of the rock band Pearl Jam are at home here. Some of Seattle's bestloved public art adorns Fremont, including the Fremont Troll devouring a Volkswagen bug under the bridge; Waiting for the Interurban, a life-size statue of people waiting for the train (frequently decorated by locals); a controversial bronze statue of Lenin (originally from Slovakia); and a 53-foot rocket that appears to be in perpetual launch mode. Even the blue and orange drawbridge that leads into the neighborhood is artsy; the bridge tower sports a neon sculpture of Rapunzel. The Fremont Sunday Market, loosely organized like the markets of old Europe, is a bargain-hunter's paradise.” 5 5 "Neighborhoods: Fremont." Seattle Magazine. 2010. Web. 10 Oct. 2010. <http://www.seattlemag.com/0p89h20/fremont/>.
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Location Benefits
(GoNorthwest.com)
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Location in the midst of metropolitan and residential areas.
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Located in the retail core of the Fremont neighborhood
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Tight-knit community of both local and national businesses and companies
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Walkscore of 85
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Tourist/historical attractions
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Residential mixed in with retail
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High traffic streets connecting the downtown Seattle core to its surrounding neighborhoods
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Growth and size of market
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Target market demographics and psychographics clearly present
There is a very high existing demand for eco-friendly clothing in the Northwest, especially in the greater Seattle metropolitan area. With only one competitor boutique, located in the Wallingford neighborhood, Ecochic has a largely underserved market to tap into. The women of Seattle live their lives being concerned about the well being of their communities and environments, by shopping at local organic, fair trade groceries like Whole Foods, PCC and Pike Place Market, the market is missing the option to purchase clothing in this category.
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The Downtown Seattle Association conducts an annual Street Level Business Inventory in Center City Seattle. It is conducted during the third quarter of each year and focuses on eleven neighborhoods in Center City Seattle. In addition to individual businesses, fourteen large retail areas with multiple units under one roof are also included in the study.6 2009 Street Level Retail & Services Inventory: •
Total number of businesses occupied: 4,917
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Number of restaurants, cafes and bars in Center City: 1,008
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Number of coffee shops* in Center City: 244
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Number of arts & cultural businesses (including Art Galleries): 137
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Number of clothing and accessory shops: 262
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In 2009, 568 addresses were classified as either vacant or under construction. This is 10 percent of the inventory.
This information shows us that Ecochic will be accepted by this market, and there is a strong presence of retail stores, specializing in clothing.
6
"Economic Information: Introduction." DSA News: October Newsletter. Oct. 2010. Web. 02 Nov. 2010.
<http://www.downtownseattle.com/content/businesses/EconomicInfo.cfm>.
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Off-Site Sales Ecochic will participate in local events such as the Fremont Farmer’s Market, Seafair, Seattle Fashion Week, and other events where our target market frequent. Some merchandise will be offered for sale at these events in order to create brand recognition throughout the Seattle area rather than just to those whom frequent the Fremont area. Ecochic will use special discount promotions in order to appeal to new customers and create sales at these various events
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Price Our target market, being educated women with incomes from $35,000 to $200,000 dollars and up, it is important for Ecochic to carry a variety of eco-friendly fashions at a variety of price points in order to sufficiently serve our market. This being said, most of our merchandise and products will be priced in the contemporary price zone, this zone fits in the budgeted discretionary income of our consumers. Basic t-shirts would be priced at around $30 while denim will be priced at around $120 which is still less than most designer denim brands. Our store will also carry products that are in the lower, bridge price zone for consumers such as students, or those who have a lower household income but still have the desire to purchase and wear eco-friendly merchandise. For one-of-a-kind, local designer merchandise, prices are expected to be higher, such as a dress for $290, which is still very accessible for the high-income level women of Seattle. Seattle and the surrounding metropolitan areas is an affluent area with many high educated and high income level residents as well as many middle-class residents which allows us to carry a variety of merchandise and price our products at a variety of prices.
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Pricing Plan The basic factors to take into consideration when forming a pricing plan for Ecochic are firstly, our wholesale and/or manufacturing costs, our competition, price maintenance policies (suggested retail prices), handling & selling costs, store policies, nature of the goods, correlation among product lines featured in the store and last but not least, supply and demand factors. Retailers often struggle with placing an adequate price on the products that are sold within the store. In order for Ecochic to make accurate price points and continue with accurate mark-ups and mark-downs, we must be familiar with out target consumer which can be found in the Market Analysis section of this paper. Through a variety of pricing strategies, objectives, mark-ups, markdowns, prices will be determined with are not only reachable for the consumer but most importantly a profitable price for Ecochic.
Pricing Strategies: Premium Pricing – Uniqueness of the Eco-friendly clothing line. Product Line Pricing – Ecochic will offer many exclusive lines, including our own line available through Ecochic exclusively. Pricing Objectives: Fulfilling Social/Ethical Objective – Eco-friendly consumers who strive to better their environment. Build Store Traffic – Since the Ecochic will be a single-location based boutique, it is important to draw traffic into the store in order to keep the business flourishing.
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Markups As a small retail boutique, it is important to allow a substantial profit to be made off of any sales, big or small in order to keep the business in the positive day by day. Ecochic has formed a goal of maintaining a Cumulative Markup percentage of 300%, which is the goal for the achieved markup percentage on all goods available for sale from the beginning of a given period or in our case, season. Below is a detailed list of product segments and their corresponding markup percentage.
Product Tops Bottoms Dresses Accessories Shoes Local Designer Lines Ecochic Line
MU % 400% 300% 400% 600% 300% 200% 600%
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Markdowns Ecochic will rarely place markdowns on merchandise in-store other than special events or endof-season markdowns, given that our pricing strategies and objectives are not based on sales or profits, but rather a premium pricing strategy for the unique merchandise we will be offering and the objective of fulfilling social and ethical objectives of our target consumer. Ecochic.com will be different in that sense, that there will often be special promotions or discounts given that the consumer is using the site for convenience, while also lowering the cost of operation of the Ecochic store. The Ecochic boutique will however participate in special “exclusive” invite sales for our most loyal customers, in which we will markdown everything in the store between 10% and 20%. These special sales will occur Also, towards the end of a given season, Ecochic will begin to markdown items until the merchandise is gone, with a series of three markdowns. These markdowns can be found in the following chart. Product Tops Bottoms Dresses Accessories Shoes Local Designer Lines Ecochic Line
MU % 400% 300% 400% 600% 300% 200% 600%
MD% #1 20% 10% 20% 20% 20% 10% 20%
MD% #2 10% 10% 10% 10% 10% 10% 10%
MD% #3 10% 10% 10% 10% 10% 0% 20%
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Stock Turnover Stock Turnover Ratio – The Methodology Equation: Cost of Goods Sold from Stock Sales during the Past 12 Months Average Inventory Investment during the Past 12 Months Ecochic expects to spend around $200,000 on merchandise within the first year, with an opening stock for the year of $30,000 and a closing stock of $50,000 (at cost). Cost of Goods Sold/Average Inventory at Cost = Stock Turnover Ratio For example: the cost of goods sold is $200,000, and our opening stock for the year starts at $30,000 and the closing stock is $50,000 (at cost). ($30,000+$50,000)/2 = $40,000 $200,000/$40,000 = 5 times Therefore, Ecochic’s stock turnover ratio will be five times a year, which allows for more product to cycle through our store, and since we will be offering limited selection, it is expected that our ratio will be higher than average (3.8-4.4) being that we are a boutique with a higher projected profit margin.
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Terms of Payment When receiving merchandise from our wholesalers or from our manufacturing facility (for the Ecochic line), we will focus on obtaining any savings offered to us. With a small amount of stock, and a high demand – our boutique is likely to be able to sell a product during the prospective timeline in which the product is expected to turnover. Therefore, if our vendors offer a cash discount on the billed cost of merchandise, Ecochic is willing to make quick payment in order to receive the discount and also to better maintain a relationship with our vendors. For example; Green & Simple could offer us a cash discount on our billed cost of merchandise on a given shipment of 5/30 or Five-net-Thirty. This offering means that Ecochic would receive a 5% discount is the invoice is paid in 30 days or less. On a $5000 order, that discounts an amount of $250 dollars, allowing Ecochic more room for pricing strategies and objectives to be reached,
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Conclusion In conclusion to the above company profile and after compiling numerous amounts of research to back up the reasoning of opening the Ecochic Boutique in Fremont – Seattle, Washington, we are able to conclude that all aspects from the marketing environment to the Ecochic marketing strategies will lead to the success of the retail store and online website. As a small boutique location with street front retail space it is important for Ecochic to be present in the community, not only for the target consumer to be introduced to the store, but also to follow our mission of making the world a better place to live by creating, promoting and selling eco-friendly, chic, fashionable clothing to the greater Seattle area. By offering locally made, sustainable and ecofriendly fashion to the Seattle women who are eager to make their lives greener, Ecochic will tap into a highly underserved market with only one close competitor boutique in the Seattle metropolitan area. Our boutique will stand out from other local boutiques because of its unique product offerings, customer service, community involvement, store design and special promotional events. The timing of this store couldn’t be any better, as economically; we are beginning to see significant increases in consumer retail spending helping to bring our nation out of a recession. Also, the Ecochic boutique and brand fit exactly into the current “green movement” and all of its ideals and new, innovation, earth-friendly products. A year from now, we hope that Ecochic has had the opportunity to most importantly see a high amount of sales and revenue coming in to the store, have built vital relationships with vendors and local “green” community organizations such as those involving clothes recycling and last but not least, have a well designed website, Ecochic.com up and running and selling the Ecochic brand as well as merchandise from our vendors.
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SWOT and PEST
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Primary Competition Merge Boutique
Velouria Boutique & Terra Hemp Boutique Gallery Location 611 N. 35th Street, 1. 2205 N.W. Market St. 4419 Wallingford Ave N, Seattle, WA 98103 Seattle, WA 98107 Seattle, WA 98103 (Fremont) (Ballard) (Wallingford) 2. 1521 Melrose Ave. Seattle, WA 98122 (Capitol Hill) Brief A sophisticated Clothing, accessories and Clothing and accessories Description collection of clothing for house wares made by boutique for both men women, with a vision to independent designers and women, which bring simple luxury by Velouria carries items carries environmentally way of modern classics that are not massfriendly products, made from New York, Los produced and all items from hemp, natural Angeles and Italy. It has are made in US or fibers, cashmere, and been called “a carefully Canada. recycled fabrics. edited boutique for This boutique also has women who want chic, rotating art shows for rather than girlie.” each neighborhoods art walk. Featured Nicholas K, Embe, Zuzupop by tes de luna, Dash Hemp, Dream Brands & Modaspia, Frocky Jack Designs, Earth Chaiken, LA Made, Clothing Morgan, House of Spy, Creations, Envirotextiles, Ernest Sewn, Habitual Denim, Ya-Ya, Black Operation Stitch, UNA, Kavu, Maggie’s, Satori, Halo, MK2K, Johnny Angel Eyes, Squasht by Sweetgrass, Sympatico, Farrah, IMPROVD, Illia, Les, Mona Lucy, Out of and Synergy. Line, Jennifer Glasgow, Kaylee Tankus, Plastic Island, 1020 by Nicole, Anne Kimball, Mae, Miss Alice, L.A.M.B, Lekkerlife, Kombat Glamor, Sam Trout TAmerican Vintage and Shirts and Togs Design. Ali Ro. How are they - Located in the same - Similar target market - Same target market Competition? neighborhood - Two convenient - Has an established - “Imported one of a locations customer base kind designer items - Doubles as an art - Located nearby - Similar target market gallery - Also carries eco- Locally made, non friendly clothing mass-produced Website www.mergeboutique.blo www.shopvelouria.tripod www.terrahemp.com gspot.com/ .com Sources: Mergeboutique.com, ShopVelouria.Tripod.com, and Terrahemp.com.
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SWOT Analysis Ecochic has produced and condensed and co-related charting of non-redundant areas that are of strategic interest and implication with our new business venture. The emphasis resides in how Ecochic compares to its major competitors and illustrates the strategies to not only overcome obstacles but also to better leverage our company growth through strengths, weaknesses, opportunities and threats. Our top competitors (all three) are; Merge (M), Velouria (V) and Terra Hemp (T).
Strengths
Weaknesses
Competition: - Established customer base (All) - Carries luxury, more known brands (M) - Gallery in store: attracts customers (V) - 2 Locations: Ballard and Capitol Hill (V) - Only carries brands manufactured in the United States & Canada (V) Ecochic: - Ability to tap into an underserved market - Will carry both designer lines and locally made, one of a kind lines - High foot traffic area both day and night - One location, ability to better measure the success of business - Features locally produced lines from Washington and the west coast.
Competition: - Known for high prices (All) - Small brand variety (T) - No locally made apparel (M & T) - Not able to shop online (M & V) - Not all items in store are available for purchase online (T) Ecochic: - Recycled and natural clothing costs more to manufacture resulting in higher prices - Too many brands, or too many choices. - Locally made apparel is sometimes “different” and not widely accepted - Maintaining boutique websites with boutique inventory can be difficult. - One of-a-kind items will quickly sell online.
Opportunities
Threats
Competition: -Location has a high amount of foot traffic (All) - Room to improve their website and online business (All) - Ability to change their marketing strategies and reach out to a new market (All)
Competition: - Another store could begin to carry the same lines and brands (All) - Hurting economy, less people shopping at higher priced boutiques (M & V) - Two stores in the same city could “over saturate” the market (V). - All stores are located in a 5-mile radius Ecochic: - Offering a “new” line and product assortment has risks. - Young adult age group may have a lower discretionary income for spending - Located in a neighborhood outside of the downtown core - Located in a retail district – many secondary consumers
Ecochic: - Ability to make use of popular retail shopping district - Create an online shopping website as well as open the boutique simultaneously - Penetrate and dominate in an underserved market
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Strengths:
Ecochic has an ability to tap into an underserved market of eco-friendly clothing in the greater Seattle area given that there is only one true direct competitor specifically catering to our target market. Another strength that Ecochic has against the competition is that we will not only carry national designer lines, but focus on locally made, one of a kind eco-friendly brands as well as our own Ecochic line. The locally designed and produced lines will have a strong appeal to our ecoconscious target market. By carrying lines exclusively in our boutique, it eliminates any other direct competition. The store’s location in the popular and trendy Fremont neighborhood will provide Ecochic with a high amount of foot traffic during both day and night given that it is both a developed commercial business area as well as an entertainment hub with many restaurants, bars and entertainment venues. Weaknesses: One negative of carrying only eco-friendly clothing lines is that there is a higher cost associated with the manufacturing and shipping processes because there are special design, production and shipping methods versus clothing lines that do not focus on its effect on the environment. The higher costs will require us to price our merchandise at a higher price than competitors, but by using a specialty pricing method it is expected that consumers will happily pay more for the “environmentally friendly” aspect. Another potential weakness for Ecochic is that designer “one-of-a-kind” merchandise is often trendy and may not be widely accepted by the local target market, therefore some of our local designer merchandise could be slow selling. For this weakness, we will rely on our website to reach out to our target market in other cities and states. As a small business, it is important to manage all aspects of our business in an organized and in timely fashion. This includes operating a boutique, producing our Ecochic eco-friendly clothing line, maintaining our company website and participating in local community events. With a small team of employees, it may be difficult to accomplish all tasks without having to eliminate tasks or place more important tasks first over others. Last but not least, since most of the lines Ecochic plans to carry are manufactured and produced on a smaller scale, with some even being one-of-a-kind pieces, there is a high sell-through which can be a good and bad thing. Good, that our customers know we have a limited number, bad in the fact that we can sell out of a popular item very quickly.
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Opportunities:
Once again, we believe that the chosen location in the Fremont neighborhood will act as a very strong asset to Ecochic, giving us the ability to make use of popular retail shopping district. This opportunity to take advantage of this location, including bring in customers from the high volume of foot traffic, as well as become involved in local community organizations and participating in local events. Another opportunity that Ecochic will take full advantage of is the ability to open a retail boutique as well as a shopable online site. This will allow Ecochic the opportunity to reach a larger target market on a national or even international scale rather than just the target market present in the Seattle area whom are able to reach our boutique. Last but not least, Ecochic has an opportunity to penetrate and even dominate a highly underserved local market. Threats: It is known that as a retail boutique, there are also potential threats and risks involved in operating this type of business. As Ecochic is offering “new” lines and brands that most target consumers are unfamiliar with, there are risks involved with the fact that our local target consumer may not accept the featured eco-friendly lines. Another threat is that the local young adult age group living in the area may have a lower discretionary income for spending given a higher cost of living in this popular and desired neighborhood compared to other Seattle neighborhoods. Another threat to Ecochic is that the boutique is located in a neighborhood outside of the downtown retail core where most people (visitors and tourists) travel to for shopping however Fremont is a popular tourist destination thanks to the Fremont troll. Last but not least, the boutique is located in a retail shopping district that includes many boutiques, shops, restaurants, bars, and entertainment venues which act as our secondary consumers. Ecochic will approach this threat in a way which educates customers with the benefits and reasoning for shopping at an eco-friendly boutique such as Ecochic versus our competition, both direct and indirect.
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PEST Analysis Political Environment
The Seattle Jobs Plan was introduced by Seattle Mayor, Mike McGinn as “a strategy for next generation economic development to help create a sustainable economy with shared prosperity. It is a framework of policies, programs and investments to create quality jobs, protect the environment and ensure that taxpayers get true value from the City of Seattle’s public investments.”7 This will include of $26 million dollars in green electricity federal grants and funding for those businesses working to implement green electricity into their operation. This plan also includes 1,200 electric vehicle charging stations to be placed throughout the Puget sound area. This plan also includes $50 million dollars to be distributed for new business financing over the next 18 months available for new entrepreneur star—ups, expansion and operations. The Seattle Jobs plan is a crucial asset to small businesses operating in the city of Seattle, the green electricity and business financing measures will allow Ecochic the resources to operate as a green company, and also financially support business operation while Ecochic first begins operation.
7 “Seattle Jobs Plan” Seattle.gov Home Page - The Official Web Site for the City of Seattle, Washington. 2010. Web. 02 Nov. 2010. <http://www.seattle.gov/EconomicDevelopment/jobsPlan/)>.
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Economic Environment
The Downtown Seattle Association has released the following retail economic information, showing the presence of retail in the core of Seattle’s Center City. The DSA found that at the end of 2009, Seattle’s Center City had approximately 5.1 million square feet of retail space with a vacancy rate of 10%. Also, from 2008 to 2009 retail vacancy rates increased from 5.3% to 10% and lease rates decreased from $35.45 to $30.63. This shows that while some retail business may have closed due to the recession, it has decreased lease rates per square foot by nearly $5.00, which will be a great benefit to Ecochic. The Downtown Seattle Association conducts an annual Street Level Business Inventory in Center City Seattle. It is conducted during the third quarter of each year and focuses on eleven neighborhoods in Center City Seattle. In addition to individual businesses, fourteen large retail areas with multiple units under one roof are also included in the study.8 2009 Street Level Retail & Services Inventory: •
Total number of businesses occupied: 4,917
•
Number of restaurants, cafes and bars in Center City: 1,008
•
Number of coffee shops* in Center City: 244
•
Number of arts & cultural businesses (including Art Galleries): 137
•
Number of clothing and accessory shops: 262
•
In 2009, 568 addresses were classified as either vacant or under construction. This is 10 percent of the inventory.
8
"Economic Information: Introduction." DSA News: October Newsletter. Oct. 2010. Web. 02 Nov. 2010.
<http://www.downtownseattle.com/content/businesses/EconomicInfo.cfm>.
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Social Environment
Sustainable Style is a Capitol Hill-based website that was started in 2003 by former Nordstrom personal shopper Sean Schmidt and wardrobe consultant Rebecca Luke after they witnessed the strong yet violent protests against the World Trade Organization meeting right outside Nordstrom's doors in 1999. They realized that “consumers wanted to incorporate their beliefs in environmental sustainability and fair labor practices into purchasing decisions”. "That just made it hit home that people really care about these things at all levels of society," Schmidt said. “Sometimes even the smallest positive reinforcement can create big change," the Web site says. Sustainable style follows the motto: "Look fabulous, live well and do good." By partnering with these local “green” fashion advocates and associations, we can educate the target consumer while making out local environment a better place to live…and shop. Technological Environment New technology has allowed the fashion industry to recycle fabrics, recyclables and waste into new textiles to be used in the apparel production process. Ecochic will use recycled polyester made from recycled bottles and fabrics. As well as Tencel, a biodegradable fabric made from wood pulp cellulose. Clothing made out of natural fibers rather than synthetic fibers would decompose in landfills and the production process involves little to none chemicals harmful to the environment. Environmental Environment In Seattle, the current green movement is moving towards renewable energy and some residents and business owners are even getting paid for the extra energy their solar panels produce. Solar panels act as an additional source of electricity for the main power grid. If the panels can produce more energy than the home or building (or concession stand) needs, the extra energy is sent to the main grid for use by others. The producers then receive energy credits on their next bill. Currently about 300 Puget Sound Electricity customers — residential and business — use solar energy. PSE also promotes the development of renewable energy through their “Green Power Program” which offers customers the option to purchase electricity from renewable energy
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resources, primarily in the form of "green tag" credits from suppliers of renewable energy. (http://www.pse.com/energyEnvironment/renewableenergy4/Pages/GreenPowerProgram.aspx) Legal Environment Beginning January 1st, 2005 the city of Seattle put a Recycling Law in place that encourages mandatory recycling for homes and businesses. Single-family homes will not get their trash picked up if they dump "significant amounts" of recyclables in their trash, defined by the city as more than 10 percent by volume. Owners of apartments, condominiums and businesses face $50 fines. Recycling and Recycle collection is offered to Seattle residents by Seattle Public Utilities at no cost while the cost of garbage collection for homes and businesses is increasing at a rapid rate. This “no cost” recycling encourages local residents and businesses to recycle more and trash less.
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Customer Profile
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Demographics: • Females between the Ages of 18-50 • With a focus on the young adult women ages 18-36 • Mid to upper income levels (35,000+) • Both single and married females, and all females no matter what marital status • College Students/Graduates • Daughters buying for mothers • Secondary Consumers - Mothers/Fathers buying for daughters Age Male % of Males 0-9 years: 10-19 years: 20-29 years: 30-39 years: 40-49 years: 50-59 years: 60-69 years: 70-79 years: 80+ years: All Ages: Median Ages:
7.7% 5.9% 25.2% 25.7% 16.7% 10.3% 3.7% 2.9% 1.9% Male:
Female % of All
% of Females
3.8% 2.9% 12.5% 12.7% 8.3% 5.1% 1.8% 1.4% 1% 49.5% 33.3 yrs.
7.1% 5.5% 25.6% 23% 16.4% 9.9% 3.9% 4.1% 4.6% Female:
Both % of All
% of All
3.6% 2.8% 12.9% 11.6% 8.3% 5% 2% 2.1% 2.3% 50.5%
7.4% 5.7% 25.4% 24.3% 16.5% 10.1% 3.8% 3.5% 3.3%
34.1 yrs.
33.7 yrs.
(Zipskinny.com)9
Zipskinny.com shows us that the Fremont area has a 50.5% female population, of which over 60% of those females fall into our target market between 20 years old and 60 years old. For Ecochic, this indicates that our target market is present in the surrounding area of our desired location. The male population of our target age group is present too, showing that they too may be our consumers and shop for their wives and girlfriends, or even mothers.
9 "ZIPskinny Demographic Information for 98103 - SEATTLE WASHINGTON." ZIPskinny - Get the Skinny on That ZIP (demographics by ZIP Code). 2010. Web. 10 Oct. 2010. <http://zipskinny.com/index.php?zip=98103>.
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Social Indicators Educational Achievement: (among people 25 years or older)
Less than 9th grade: 9th-12th grade (nongrad): High school graduate: Some college: Associate degree: Bachelors degree: Graduate/Professional:
1.1% 2.9% 10.6% 17.2% 6.5% 39.2% 22.5%
High school or higher:
Marital Status: (among people 15 years or older)
Never married: Married: Separated: Widowed: Divorced:
48.5% 35.3% 1.2% 3.5% 11.4%
96%
(Zipskinny.com)
The above social indicators from Zipskinny.com show educational attainment and marital status of our surrounding target market. The green highlighting shows that our surrounding market is highly educated therefore will be interested in the “green” philosophy behind Ecochic. Over 70% of the surrounding populations have either had some college up to a graduate degree. This proves that the people living in this area are well educated and interested in social and environmental events. Economic Indicators Household Income <$10,000 5.7% $10,000-$14,999 5.1% $15,000-$24,999 9%
Occupation Mgt./Professional Service
55.7% 10.6%
$25,000-$34,999
13.4%
Sales/Office
23.5%
$35,000-$49,999 $50,000-$74,999
17.8% 20.6%
Farm/Fishing/Forestry Construction/Extraction/Maint.
0.1% 4.3%
$75,000-$99,999
12.3%
Production/Transportation
5.8%
$100,000-$149,999
11.1%
Unemployment/Poverty
$150,000-$199,999 $200,000+
2.5% 2.6%
Unemployed Below Poverty Line
(among employed persons over 16)
3.1% 8.8%
Median Household Income: $49,044
(Zipskinny.com)
The above economic indicators from Zipskinny.com highlight our desired consumer’s household income to be anywhere in between $50,000 to $100,000, also reaching down to an income of $25,000. Since Ecochic products are especially made to be eco-friendly, raising production costs our price point will be in the mid-range with some specialty designer products priced higher. The occupation table shows that a large number of our consumers have management and professional jobs, with a large percent working in sales and service jobs as well.
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Median household income 2008: Fremont: $61,698 Seattle: $61,786 (city-data.com)10
City-data.com shows us the median household income in both Fremont and the Seattle area, both of which are around $61,000, this income level fits in with our desired target consumer and tells us that not only is our consumer present in Fremont, but also the surrounding neighborhoods in the Seattle area.
10 "Seattle, Washington (WA) Profile." Stats about All US Cities. 2010. Web. 10 Oct. 2010. <http://www.city-data.com/city/Seattle-Washington.html>.
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Psychographics: • Fun women with a love for fashion • Educated women with the desire to live an eco-friendly life • Women concerned about the sustainability of products they buy • Older women who have the desire to be young and environmentally friendly • Outgoing personalities • Women who like to indulge/enjoy spending money on clothes Ecochic’s target consumer will live a life that includes two or more of these psychographic characteristics. These women will be more compelled to shop at our boutique because of our mission and the specialty products we offer that concern the well being of our environment.
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“A Day in The Life”: Since Ecochic targets a wide age group of women (18-50), with a target on the younger women ages 18-36, there are three types of customers that eco-chic targets, The Young & Hip Journalist, The “Green” Environmentally Conscious Mother, and The Seattle University Student & Activist for Peace. Each consumer lives a different lifestyle, we are able to look into the daily lives of each of these consumers.
Sarah – The Young & Hip Journalist Sarah, lives a fun, interesting yet busy life that revolves around her career as a writer for a local magazine; Seattle Metropolitan. She starts her day sitting in her closet for what seems like an hour, deciding what designer jeans to wear with what embellished, organic cotton t-shirt and finally puts together an outfit she bought in the Saavy department at Nordstrom last month. Once Sarah is out the door, she begins her 10-block walk to her downtown office from her swanky Belltown condo, with a quick stop at Starbucks on First Avenue for her triple tall, skinny, two-pump vanilla latte. Sarah spends her weekends going out with friends to Club Amber, attending events for the magazine and loves to shop in the downtown retail core. While Sarah is always dresses head to toe in the latest trends seen in magazines and fashion shows, she has recently tried to lessen her shopping at department stores like Nordstrom and contribute to the city that she loves and shop locally and has been venturing out to the University District, Wallingford and Fremont searching for her
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favorite local Boutique. Sarah desires trendy clothing that she can wear to both work and out on the town as she goes out to Amber in Belltown.
Susie: The “Green” Environmentally Conscious Mother Susie is first awoken by her two-year old, twin daughters in the early hours of the morning and prepares a healthy fruit and granola breakfast with ingredients from Whole Foods for herself and the girls. She has grown up in the Seattle area, attended the University of Washington and got married young to an environmental scientist and has since devoted her life to being a stay at home mom and wife. Susie and her family reside in the Fremont neighborhood, where she often ventures out to window shop through the various boutiques and art galleries. Susie tends to shop locally in the Fremont retail core, since it is more convenient for her. She can be found reading Simple Living Magazine looking for ways to keep her family healthy and keep the earth green, such as finding new green products and using solar panels to operate her appliances such as the washer and dryer. Susie is looking for products that are not only better for the earth, but are also comfortable and have stretch so she can run after her twin daughters while playing at Gasworks park.
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Sophie – The Seattle University Student and Peace Activist Sophie awakens at 5:30am everyday to watch the Seattle sunrise as she does yoga in the quad to keep herself in shape. Sophie is not only eager to become well-educated in Environmental Science and Marine Biology, but is very concerned about the well-being of our country and life on earth. Sophie is living to make the world a better place by doing anything she can from riding a bike for transportation rather than riding the bus or driving a car and also shopping a thrift stores like Goodwill and The Salvation Army in the SODO district, and enjoys making new clothing out of old garments. Ecochic does just that for Sophie, takes recycled materials to make new and trendy textiles. This concept will be a well-accepted one for this consumer type and is sure to become a trend not only locally, but nationally through the constant use of the internet for communication by this age group including the use of social media like facebook and twitter. Sophie is looking for clothing that is eco-friendly, yet fun and fashionable as she still has the desire to look young and energetic and hopes to communicate that through her daily wardrobe.
Secondary: The secondary consumers for Ecochic would be any friends, mothers or sisters shopping for a gift for a special person in their life, or a father or husband looking to surprise their daughter or wife with a special something. Robert – The Loving Father and Husband Betty – The Caring Mother, Sister and Friend
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Free-Time Activities of The Ecochic Consumer Yoga Shopping
Socializing
Dating
Beauty (Hair, Nails, Spa)
Cooking
Entertaining
Education
Travel
Exercise
The Ecochic consumer is sure to calm her aura by attending a before or after work hot yoga session at Seattle Bikram Yoga – Fremont. The women of the Seattle enjoy to spend their time browsing boutiques for that perfect wardrobe in Seattle’s most swanky shopping districts like Capitol Hill, The Downtown retail core, Belltown and Fremont. After a long days work, women of all ages can be found in local bars and nightclubs such as Amber in Belltown and The Back Door in Fremont. With a highly educated, professional minded population, women have less and less time to met the “perfect man” and now are using online dating sites like match.com and social media like facebook to meet men. Even with the present “green” movement, women in the northwest are often viewed as more liberal and even stereotyped as “hippies”. However, there are local salons and spas thriving off of the business of consistent clientele. Salons frequented by the Ecochic girl are Rain and Aveda. The Ecochic consumer enjoys shopping for fresh and local produce and groceries available at the Fremont farmers market, Pike Place Market and Whole Foods. These women of Seattle pride themselves as they prepare a 5-star meals with 100% local ingredients. From cooking locally grown, organic meals with ingredients from Whole foods, to hosting swanky wine nights featuring Eastern Washington vino aged to perfection to movie nights watching Sleepless in Seattle with their significant others. With three major universities; The University of Washington, Seattle Pacific University and Seattle University there is a large number of young professionals who have attended these universities and are now working in the Seattle area. The Ecochic woman is a world Traveler, and travels for both business trips to the east coast and for personal vacations backpacking through Europe visiting places like Paris, France and Barcelona, Spain. The Seattle area is known for its value of the great outdoors, and luscious green spaces and trails. The Ecochic woman takes advantage of these opportunities by Biking on the Burke-Gilman trail, running along Seattle’s waterfront and Taking her dog on walks to local parks. On rainy days she can be found at member only gym facilities such as Seattle
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 Outdoor Activities
Volunteering
Attending Benefits
Decorating her home
Athletic Club and Washington Athletic Club. Embraces the beautiful pacific northwest by hiking Mount Rainer, Camping in the Cascades, Skiing during the winter months at Stevens pass, and enjoying the sandy shores of Alki beach in the summer months. The Ecochic consumer is always looking for ways to give back to her community such as volunteering with local community agencies such as their local YMCA, Park clean ups and an Arts center for struggling youth. Although the Ecochic woman is busy, she finds it is important to give back and Attends benefits such as The Red Dress Gala, The Glitter Gala fashion show, The Seattle reLEAF benefit, and Numerous benefits put on by local research hospitals such as Harborview and The UW Medical Center. The Ecochic woman when not working, exercising or offering her time to her community she enjoys to spend time in her lavishly decorated northwest inspired home. By bringing in colors of the Northwest such as calm tones of browns, greens and blues she creates a fashionable yet calming interior for her to relax in.
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PRIZM NE Analysis: Nielsen Claritas PRIZM NE Market Segmentation software acts as a guide to marketing and media campaign strategies for specific markets. PRIZM NE is a comprehensive search engine, which provides information on the residents in a certain zip-code, helping to define a target market, learn about what they are like and how to reach out and appeal to them.11 The zip code 98103 (Fremont) is segmented by PRIZM NE into the following segments, American Dreams, Bohemian Mix, Money & Brains, Urban Achievers and Young Digerati. Each of these market segments are broken down and described in various demographic and psychographic aspects as well as lifestyle traits. This information will guide Ecochic to better understand the target consumer groups and structure our marketing and business approach to fit the needs of the customer. “American Dreams” Demographics Traits: Upper-Mid, Middle Age Family Mix American Dreams is a living example of how ethnically diverse the nation has become: just under half the residents are Hispanic, Asian, or AfricanAmerican. In these multilingual neighborhoods--one in ten speaks a language other than English--middle-aged immigrants and their children live in upper-middle-class comfort.12 Urbanicity: Urban Income: Upper-Mid Income Producing Assets: Above Avg. Age Ranges: 35-54 Presence of Kids: Family Mix Homeownership: Homeowners Employment Levels: White Collar, Mix Education Levels: College Grad 11 "Seattle, Washington Most Common PRIZM Segments." PRIZM Segmentation System. Neilsen Claritas, 2010. Web. 10 Oct. 2010. <http://www.claritas.com/MyBestSegments/Default.jsp>. 12 "Seattle, Washington Most Common PRIZM Segments." PRIZM Segmentation System. Neilsen Claritas, 2010. Web. 10 Oct. 2010. <http://www.claritas.com/MyBestSegments/Default.jsp>.
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Ethnic Diversity: White, Black, Asian, Hispanic “Lifestyle Traits” · Shop at Old Navy · Buy motivational tapes · Read Black Enterprise · Watch TeleFutura · Lexus IS
The “American Dreams” consumer is at the higher age range of Ecochic customers, however a vast majority of Fremont and the surrounding neighborhoods are made up of this type. With such a large variety of ethnic groups , conforming to the Seattle culture is one of the more prominent motivators for this consumer. Therefore, it is crucial that Ecochic looks in depth at this large group of ethnic consumers in order to better determine how we can serve our customer.
“Bohemian Mix” Upper-Mid, Middle Age Family Mix A collection of mobile urbanites, Bohemian Mix represents the nation's most liberal lifestyles. Its residents are an ethnically diverse, progressive mix of young singles, couples, and families ranging from students to professionals. In their funky row houses and apartments, Bohemian Mixers are the early adopters who are quick to check out the latest movie, nightclub, laptop, and microbrew.13 Demographics Traits: Urbanicity: Urban Income: Upper-Mid Income Producing Assets: Moderate Age Ranges: <55 Presence of Kids: Family Mix Homeownership: Renters Employment Levels: White Collar, Mix Education Levels: College Grad Ethnic Diversity: White, Black, Asian, Hispanic 13 "Seattle, Washington Most Common PRIZM Segments." PRIZM Segmentation System. Neilsen Claritas, 2010. Web. 10 Oct. 2010. <http://www.claritas.com/MyBestSegments/Default.jsp>.
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Lifestyle Traits · Shop at Express · Rent/buy foreign videos · Read Details · Watch soccer · Volkswagen Rabbit
The “Bohemian Mix” is quite possibly the most targeted type of consumer for Ecochic. “Young singles, couples and families ranging from students to professionals” is the exact description of the three main types of consumers, college students, professionals and young parents. With an upper-mid income, this consumer is able to spend more money on extras such as clothes and this consumer will most likely be one of the most frequent shoppers at the Ecochic store.
“Money & Brains” Wealthy, Older Family Mix. The residents of Money & Brains seem to have it all: high incomes, advanced degrees, and sophisticated tastes to match their credentials. Many of these city dwellers are married couples with few children who live in fashionable homes on small, manicured lots. 14 Demographics Traits: Urbanicity: Urban Income: Wealthy Income Producing Assets: Elite Age Ranges: 45-64 Presence of Kids: Family Mix Homeownership: Mostly Owners Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Black, Asian, Hispanic Lifestyle Traits · Shop at Nordstrom · Contribute to NPR 14 "Seattle, Washington Most Common PRIZM Segments." PRIZM Segmentation System. Neilsen Claritas, 2010. Web. 10 Oct. 2010. <http://www.claritas.com/MyBestSegments/Default.jsp>.
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· Read Sunday newspaper · Watch NewsHour w/ Jim Lehrer · Lexus RX Series
The “Money and Brains” consumer is one whom Ecochic may have to work for, pulling the consumer away from being brand loyal to local department store retailer, Nordstrom and bringing them more local to a chic yet eco-friendly store. However, this consumer is highlyeducated and is well informed of world-issues, therefore, the news of the green movements will be a good source to reach out to this consumer as being a beneficial retailer to the environment. With their fine-taste in all things, and a large discretionary income, this segment of consumer could allow Ecochic maximum profit.
“Urban Achievers” Lower-Mid, Younger Family Mix. Concentrated in the nation's port cities, Urban Achievers is often the first stop for up-and-coming immigrants from Asia, South America, and Europe. These young singles, couples, and families are typically college-educated and ethnically diverse: about a third are foreign-born, and even more speak a language other than English.15 Demographics Traits: Urbanicity: Urban Income: Lower-Mid Income Producing Assets: Low Age Ranges: <35 Presence of Kids: Family Mix Homeownership: Renters Employment Levels: White Collar, Mix Education Levels: Some College Ethnic Diversity: White, Black, Asian, Hispanic Lifestyle Traits · Order from hotels.com 15 "Seattle, Washington Most Common PRIZM Segments." PRIZM Segmentation System. Neilsen Claritas, 2010. Web. 10 Oct. 2010. <http://www.claritas.com/MyBestSegments/Default.jsp>.
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· Play soccer · Read Latina · Watch Cristina · Volkswagen GTI
The “Urban Acheiver” segment will be the easiest to grasp, as they are young and very involved in today’s trends and social movements. This generation of young adults are working to make a difference in the community, in politics, in medicine, sciences, business, economic status, and the overall quality of life in America today. This urban achiever is widely present throughout the Seattle area with several colleges present, a wide number of young and educated students, this market is sure to be present.
“Young Digerati” Wealthy, Younger Family Mix Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew.16 Demographics Traits: Urbanicity: Urban Income: Wealthy Income Producing Assets: High Age Ranges: 25-44 Presence of Kids: Family Mix Homeownership: Mix, Owners Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Asian, Hispanic, Mix Lifestyle Traits · Order from expedia.com 16 "Seattle, Washington Most Common PRIZM Segments." PRIZM Segmentation System. Neilsen Claritas, 2010. Web. 10 Oct. 2010. <http://www.claritas.com/MyBestSegments/Default.jsp>.
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· Go snowboarding · Read The Economist · Watch Independent Film Channel · Audi A4
The “Young Digerati” consumer is one that has been looking for a store like Ecochic for quite some time, and has probably searched the internet for eco-friendly products and purchased them online, since a store like Ecochic is currently absent in this area. This consumer is more of the trend-setter group for the Seattle area, with a desire for the finer things in life. “Communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew” is a direct description of the Fremont neighborhood and the Young Digerati will not be hard to draw into Ecochic.
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VALS Analysis Strategic Business Insight (SBI) group’s VALS survey and VALS types have done research on consumers and have used their observations to develop 8 different types of consumers. VALS then goes on to explain the different segments and their characteristics as a consumer. According to the VALS survey we think “The Eco Chic Consumer” could be categorized into 3 of the 8 different types; ‘Innovators’, ‘Thinkers’ and ‘Achievers’.17 •
“The ‘Innovator’ Eco Chic Consumer” is a successful and sophisticated leader in business and her community, with a take-charge personality and a high self-esteem. She acts a leader of change and is one of the first in her circle of friends to accept new ideas and technologies. “The ‘Innovator’ Eco Chic Consumers” are very active consumers and often make purchases that are more upscale and tend to enjoy for the “finer things in life”. Image is also something that is important to innovators as a display of their taste, independence and personality.9
•
“The ‘Thinker’ Eco Chic Consumer” is mature, satisfied, and comfortable and values order, knowledge and responsibility in her life. This woman is usually well educated and often seeks information to use in her decision making process. Her generous income usually allows many choices as a consumer, but she will tend to be more conservative and practical while looking for quality, durable and functional products.9
•
“The ‘Achiever’ Eco Chic Consumer” is goal oriented and has a deep commitment to both her career and family. She lives a life structured around family, her place of worship and work and usually stands as a conservative in both life and politics. However, she is also a very active consumer and favors reputable products, and often looks to others for advice and recommendations. These achiever groups of women live very busy lives and are always looking for timesaving devices.9
17 "VALS™ | VALS™ Types | SBI." Home | Strategic Business Insights. 2010. Web. 10 Oct. 2010. <http://www.strategicbusinessinsights.com/vals/ustypes.shtml>.
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Buying Motivators (MASLOWS) Maslow’s hierarchy of needs, a 5-tier triangle is structured around the buying motivators of consumers. This hierarchy can be used to pin-point the motives and motivation of consumer buying habits, based on the previous psychographic and demographic information above.
(http://www.google.com/imgres?imgurl=http://changingminds.org/images/maslow.gif)
After considering the target consumers of Ecochic, it was evident that there are three main motivations according to Maslow’s Hierarchy of needs; Self-Actualization, Self-Esteem and Belonging. Self Actualization: Eco chic allows any woman to be “green” and comfortable, yet chic. Which is one thing that the current “green” friendly brands do not exactly target through their clothing options. The Ecochic consumer has the desire to contribute to the bettering of the community, their environment and the earth as a whole and desires to do so while looking good in clothing they can feel good about. Self-Esteem: Ecochic clothing is not the average frumpy, “browns” and organic colors and prints that are usually found in most eco-friendly clothing, this not only gives “green” woman a chance to
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dress up in clothing that is still environmentally friendly, but also allows the consumer to feel glamorous, much like they are wearing mass produced clothing that is trendy. Belonging: Living in Seattle, where the green movement is appreciated and prominent throughout the various neighborhoods, purchasing and wearing pieces from Ecochic will allow women to feel as if they are doing their part. This feeling of belonging and contributing to the “green” movement is something Seattleites have become eager about and continue to seek out new ways to do so.
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Â
Merchandise Strategy
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Floor Plan: Ecochic Boutique The floor plan for the Ecochic boutique is laid out as a spatial, organized and free-flowing area, allowing customers to take many pathways as they browse the boutique. In the front of the store, new products of current trends will be displayed on a nesting table right inside of the door, and featured dresses will be found on t-stands on either side of the nesting table of trend merchandise. By doing so, the first thing that the customer will see walking into our store will be our new, featured merchandise. The merchandise featured here will be constantly changing in order to draw regular customers into the store as they see something new. As a customer walks into the store, they will clearly see the different areas of the store ranging from the Ecochic brand section, to trends, to basics, denim and special occasion. The cash wrap is conveniently located in the center of the boutique for the benefit of the customer as well as the sales staff. Merchandise featured around the cash wrap is the most productive area, so small accessories such as jewelry or handbags will be placed nearby so that shoppers can make last-minute impulse purchases. The dressing rooms will be located in the back of the boutique so that the customer will be drawn from front to back. Special occasion, sale merchandise and out of season merchandise will also occupy the back of the store as to let the customers see the newest and higher priced merchandise first. The total size of the Ecochic space is 2270 square feet, while 870 square feet of that is used for office space and warehouse space, the remaining 1400 square feet is the total retail space. The projected retail $ sales per square foot per year for the Ecochic boutique is $315/sq. ft./year, which gives the Ecochic Boutique a total of $441,000 retail sales per year plus online sales. As the Ecochic boutique is located in a popular neighborhood known for its restaurants, art galleries, shops and boutiques it will be very important for us to not only plan our image in-store but also the boutiques exterior to catch the eye of potential customers that may be walking by. Ecochic’s Internet presence will draw customers to the online site through Facebook, as well as through advertising and partnership with other eco-friendly fashion websites. Ecochic will implement promotions and special incentives to our online customers such as free shipping with a purchase of $100 or more, 10% off Tuesdays, and buy-one-get-one 50% off.
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Interior Decor
Above you will find the proposed flooring and wall finishes for the Ecochic boutique. We have chosen to keep the original hardwood flooring and brick walls on the left and right walls of the boutique. The rear wall will be covered with the above wallpaper, made from a sustainable recycled paper. The front brick wall is painted red to contrast the back wall. Minimal changes to our space will be done to ensure Ecochic is true to our mission of being an eco-friendly place to shop.
Above are potential décor pieces for the stores interior, Ecochic will collect décor items from local vintage stores and local artists. We would like to purchase the tree branch chandelier above or a similar locally made piece to feature in our store. Ecochic will also use a series of chalkboards to promote and advertise sales and new merchandise to our customers rather than printing paper signs for each sale and in turn this will save our boutique printing expenses as well as add to the sustainability of the Ecochic boutique.
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The above furniture and d
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Fixtures
The above fixtures are examples fixtures that will be used in the Ecochic store, we went for a simple and minimal look to highlight the merchandise. Spaced throughout the store in a manner, which utilizes the entire floor space to create optimum sales. The fixtures throughout the Ecochic boutique will all be made out of recycled materials such as iron and recycled wooden beams from demolished buildings. The boutique wants to focus on the importance of being an ecofriendly brand inside and out from the flooring to the fixtures to the brands we carry. The merchandise will be hung on recycled wooden hangers from foreclosed retail stores. To cover up previous logos, scratches and scuffs, we will wrap the hangers in recycled fabric remnants.
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Exterior
The Ecochic Storefront
The Ecochic boutique will utilize it’s storefront’s glass windows as it’s #1 way to draw potential customers into the store. There will be a permanent hanging sign outside above the door as well as a sandwich chalkboard placed on the sidewalk during business hours. Ecochic is sticking to it’s “green” business practices by using chalkboards that can be erased and re-written rather than creating new paper signs for each special sale or promotion. We will also use smaller chalkboards with fixtures inside of the boutique for signage for sales and promotions. Another exterior feature of the Ecochic boutique will be solar panels installed on the roof of our location, which will create all of the energy necessary to operate the store, as well as extra energy, which we can sell to Puget Sound Energy for a profit.
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Six Month Buy Plan
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Merchandise Tag & Care Instructions
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Sample Merchandise Tag
The price tags above represent the Ecochic brand incorporating a “green” floral aspect with the product details and price, reminded customers that they are not just paying for the merchandise, but the eco-friendly processes that were followed in order to maintain our “green” business ethics and practices. These tags, along with tags provided by the vendor will help customers as well as Ecochic employees easily obtain important information about the merchandise such as size, color, and price. Our tag will be made out of 100% recycled paper in a textured finish, and attached to the merchandise with a hemp string. Merchandise Care Instructions: The care instructions will vary for each garment, and will usually be provided by the vendor on a tag attached to the garment at the time of production. An example of what a merchandise tag would read for a garment made from organic cotton would be; Machine wash cold, inside out & hang dry to conserve energy. If necessary, machine dry on no/low heat. Do not use chlorine bleach or extra-strength detergents. Do not dry clean.
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Purchase Orders & Designer Bios
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Purchase Orders
PURCHASE ORDER Ecochic 3115 Fremont Avenue Seattle, WA 98103 Purchase From: Cameron Levin Couture 1234 9th Ave. Seattle, WA 98113 Contact Name: Cameron Levin Shipping Method Pick-‐Up Item Description Cameron Dress Emerald City Dress Flutter Dress Feathered Dress Tiara Dress Green Peace Dress Princessa Dress Fab Fur Dress Kara Dress
Payment Terms 5 Net 30 Quantity 5 1 3 3 3 5 3 3 3
PO Number: 1 PO Date: 2/25/11 Vendor ID: CLC1 Ship To: Ecochic Attn: Candice Alvarado 3115 Fremont Avenue Seattle, WA 98103 Contact Name: Candice Alvarado Required By Date 30 days from purchase Unit Price Total $98.00 $490.00 $138.00 $138.00 $88.00 $264.00 $88.00 $264.00 $88.00 $264.00 $88.00 $440.00 $88.00 $264.00 $88.00 $264.00 $88.00 $264.00 Subtotal $2652.00 Shipping $0.00 Sales Tax $225.42 Order Total $2877.42
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PURCHASE ORDER Ecochic 3115 Fremont Avenue Seattle, WA 98103 Purchase From: Del Forte Denim 1352 W. 29th Los Angeles, 90007 Contact Name: Tierra Del Forte Shipping Method UPS Item Description Calla Jean Dahlia Jean Eugenia Jean Ivy Jean Tulip Jean
Payment Terms 5 Net 30 Quantity 10 10 10 10 10
PO Number: 2 PO Date: 2/25/11 Vendor ID: DFD1 Ship To: Ecochic Attn: Candice Alvarado 3115 Fremont Avenue Seattle, WA 98103 Contact Name: Candice Alvarado Required By Date 30 days from purchase Unit Price Total $68.00 $680.00 $68.00 $680.00 $68.00 $680.00 $68.00 $680.00 $68.00 $680.00 Subtotal $3400.00 Shipping $12.95 Sales Tax $289.00 Order Total $3701.95
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PURCHASE ORDER Ecochic 3115 Fremont Avenue Seattle, WA 98103 Purchase From: Ecochic Co. 1234 4th Ave S Seattle, WA 98003 Contact Name: Amanda Austin Shipping Method Company Delivery Item Description Charlotte Top Olivia Top Quin Top Julia Top Bella Top Mila Skirt Callie Skirt Ava Dress Grace Dress Stella Pant Ella Pant Jane Pant Avery Pant
Payment Terms 5 Net 30 Quantity 10 10 10 10 10 10 10 10 10 10 10 10 10
PO Number: 3 PO Date: 2/25/11 Vendor ID: ECO1 Ship To: Ecochic Attn: Candice Alvarado 3115 Fremont Avenue Seattle, WA 98103 Contact Name: Candice Alvarado Required By Date 30 days from purchase Unit Price Total $18.00 $180.00 $18.00 $180.00 $18.00 $180.00 $18.00 $180.00 $18.00 $180.00 $28.00 $280.00 $28.00 $280.00 $48.00 $480.00 $48.00 $480.00 $68.00 $680.00 $68.00 $680.00 $68.00 $680.00 $68.00 $680.00 Subtotal $5140.00 Shipping $0.00 Sales Tax $0.00 Order Total $5140.00
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PURCHASE ORDER Ecochic 3115 Fremont Avenue Seattle, WA 98103 Purchase From: Flutter Budget Jewelry 1234 5th Avenue Seattle, WA 98122 Contact Name: Shannon Peters
PO Number: 4 PO Date: 2/25/11 Vendor ID: FB1 Ship To: Ecochic Attn: Candice Alvarado 3115 Fremont Avenue Seattle, WA 98103 Contact Name: Candice Alvarado
Payment Shipping Method Terms Required By Date Pick-‐Up 5 Net 30 30 days from purchase Item Description Quantity Unit Price Total Tiny Blooms earrings 2 $12.00 $24.00 Tiny Sunshine earrings 2 $12.00 $24.00 Aqua Leaves earrings 2 $12.00 $24.00 Goldstone cluster earrings 2 $12.00 $24.00 Sparkle cluster necklace 2 $12.00 $24.00 Brass columns earrings 2 $12.00 $24.00 Lemon yellow flower necklace 2 $24.00 $48.00 Stacked metal earrings 2 $12.00 $24.00 Pink Daisy necklace 2 $16.00 $32.00 Lock and Key necklace 2 $14.00 $28.00 Prussian blooms earrings 2 $12.00 $24.00 Subtotal $300.00 Shipping $0.00 Sales Tax $28.50 Order Total $328.50
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PURCHASE ORDER Ecochic 3115 Fremont Avenue Seattle, WA 98103 Purchase From: Loomstate Organic 1234 5th Avenue New York, NY Contact Name: Jane Wilson Shipping Method UPS Item Description Cayman top Stargazer top Reef top Moray top Sumba top Kharma jeans Harmony jeans Revelation jeans Pickford jeans Mojave pant Knit Legging Tahiti Pant Thalisa Dress Zostera Dress Cynaria Dress
PO Number: PO Date: Vendor ID:
5 2/25/11 LS1
Payment Terms 5 Net 30 Quantity 6 6 6 6 6 10 10 10 10 10 20 10 6 6 6
Ship To: Ecochic Attn: Candice Alvarado 3115 Fremont Avenue Seattle, WA 98103 Contact Name: Candice Alvarado
Required By Date 30 days from purchase Unit Price $20.00 $20.00 $20.00 $20.00 $20.00 $108.00 $108.00 $108.00 $108.00 $68.00 $48.00 $68.00 $78.00 $78.00 $78.00
Total $120.00 $120.00 $120.00 $120.00 $120.00 $1,080.00 $1,080.00 $1,080.00 $1,080.00 $680.00 $960.00 $680.00 $468.00 $468.00 $468.00
Subtotal Shipping Sales Tax Order Total
$6,560.00 $42.95 $623.20 $7,226.15
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PURCHASE ORDER Ecochic 3115 Fremont Avenue Seattle, WA 98103 Purchase From: Strut Shoes 7511 Greenwood Ave N Seattle, WA 98103 Contact Name: Susy Brown Shipping Method Pick-‐Up Item Description Aloha Shoe Carnival Shoe Take On Shoe Hola! Shoe Satire Shoe Star Shoe Ribbon Shoe
Payment Terms 5 Net 30 Quantity 10 10 10 10 10 10 10
PO Number: 6 PO Date: 2/25/11 Vendor ID: DFD1 Ship To: Ecochic Attn: Candice Alvarado 3115 Fremont Avenue Seattle, WA 98103 Contact Name: Candice Alvarado Required By Date 30 days from purchase Unit Price Total $38.00 $380.00 $38.00 $380.00 $38.00 $380.00 $38.00 $380.00 $38.00 $380.00 $38.00 $380.00 $38.00 $380.00 Subtotal $2660.00 Shipping $0.00 Sales Tax $226.10 Order Total $2886.10
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PURCHASE ORDER Ecochic 3115 Fremont Avenue Seattle, WA 98103 Purchase From: Twice Blushed 5228 20th Ave NW Seattle WA, 98107 Contact Name: Amanda Vernell Shipping Method Pick-‐Up Item Description Lily top Lily skirt Lily sweater Rainey Jacket Tulip Jacket Evergreen Pant Mercer Dress Anne Dress Rose Scarf Lavender Scarf Paisley Scarf
Payment Terms 5 Net 30 Quantity 1 1 1 1 1 1 1 1 1 1 1
PO Number: 7 PO Date: 2/25/11 Vendor ID: TB1 Ship To: Ecochic Attn: Candice Alvarado 3115 Fremont Avenue Seattle, WA 98103 Contact Name: Candice Alvarado Required By Date 30 days from purchase Unit Price Total $18.00 $18.00 $28.00 $28.00 $48.00 $48.00 $48.00 $48.00 $68.00 $68.00 $48.00 $48.00 $58.00 $58.00 $58.00 $58.00 $12.00 $12.00 $12.00 $12.00 $12.00 $12.00 Subtotal $410.00 Shipping $0.00 Sales Tax $34.85 Order Total $444.85
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PURCHASE ORDER Ecochic 3115 Fremont Avenue Seattle, WA 98103 Purchase From: Vintage Creations 3415 James St. Seattle, WA 98005 Contact Name: Beth Neilsen Shipping Method Pick-‐Up Item Description Steph Wrap Steph Vest Steph Skirt Steph Rose Tank Steph Mini Wrap Steph Mini Ruffle Steph Grey Ruffle Steph Cash Sweater Steph Arm Warmers Steph Leg Warmers
Payment Terms 5 Net 30 Quantity 10 10 10 10 10 10 10 10 10 10
PO Number: 8 PO Date: 2/25/11 Vendor ID: VC1 Ship To: Ecochic Attn: Candice Alvarado 3115 Fremont Avenue Seattle, WA 98103 Contact Name: Candice Alvarado Required By Date 30 days from purchase Unit Price Total $48.00 $480.00 $48.00 $480.00 $58.00 $580.00 $28.00 $280.00 $28.00 $280.00 $28.00 $280.00 $48.00 $480.00 $68.00 $680.00 $18.00 $180.00 $28.00 $280.00 Subtotal $4000.00 Shipping $12.95 Sales Tax $340.00 Order Total $4352.95
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Designer Bios
Cameron Levin Couture Cameron Levin is a Seattle-based fashion designer and fashion writer. She has been featured in Seattle Fashion Week, Seattle Magazine, the Seattle Art Museum and her "Jewels" collection was recently featured in an oil painting series by popular Seattle city-scape and portrait artist, Ethan Jack Harrington.” Her target market consists of women ages 20-40.
Del Forte DenimThe designer of Del Forte Denim Tierra Del Forte has been in denim design for seven years and she is already helping the entire industry redefine luxury by putting equal emphasis on ethical production and quality designs. Partnering with the Sustainable Cotton Project (SCP) of the California Central Valley, Del Forte jeans are organically homegrown right here in the USA. DFD has been featured in many fashion and style publications, including many eco-friendly focused publications. Del Forte targets both men and women ages 16-35.
FlutterBudget Jewelry – Flutterbudget Jewelry designed and created by Seattle artist and vintage addict, Shannon Peters, creates one-of-a-kind pieces pairing stunning vintage and recycled goods with an eye for clean design and interesting color and texture combinations. Her jewelry is sold on Etsy.com as well as a few local vintage boutiques in downtown Seattle and Capitol hill. FlutterBudget targets women ages 10-100.
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Loomstate Organic – Loomstate Organic was launched in New York City in 2004 by designer Rogan Gregory and Scott Mackinlay Hahn, Loomstate was founded as a casual brand dedicated to creating demand for certified organic cotton using socially and environmentally responsible methods of production. Since it’s debut in 2004, Loomstate has had it’s fair share of publicity in style magazines, online blogs and has even has produced a limited feature line that was sold at Target. Loomstate organic has a target market of men, women and children of all ages.
Strut Shoes – A local shoe boutique, owned & operated by a Seattle mom, the store caters to women, children, & men offering carefully selected stylish shoes from quality comfort brands like Tsubo, Merrell, Naturino & CROCS.
Twice Blushed Twice Blushed gowns are lovingly hand-made in Seattle, Washington where Designer Amanda Vernell reconstructs once loved wedding gowns into modern masterpieces and an environmentally conscious approach to the wedding dress. Twice Blushed’ target market is women ages 18-60.
Vintage CreationsVintage Creations was founded in 1998 by Beth Nielsen. Using vintage and end run fabrics, each Vintage Creations piece is unique or a limited edition. Vintage Creations is based in Seattle, WA and the line is available in boutiques across the US and Canada. Vintage Creations target market is made up of women of all ages, young and old.
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Return to Vendor Policies
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Return Policies Return to Vendor Policy: Ecochic orders and obtains all of their merchandise other than the Ecochic brand straight from the brandâ&#x20AC;&#x2122;s warehouse at a location in the United States in order to reduce our carbon footprint. By doing so, we can ensure that the product is readily available and there will be no long waits for shipping from manufacturers overseas as most retailers do. We ask that our vendors agree to accommodate us to a 20-day return policy, to ensure successful sales and represent our vendors in the best way possible. Being that we purchase our merchandise in small quantities, most from local vendors it is likely that in an event where we would request to return merchandise to the vendor it would be a small amount of merchandise returned rather than a large mass quantity. By returning the merchandise back to the vendor within 20 days from receiving it, there is a high chance they will be able to sell it to another retailer. We want to maintain a good relationship with our vendors, ensuring success for both businesses through successful sales. Ecochic Store Return Policy Ecochic will gladly accept returns of items in their original condition with Ecochic store price tickets attached accompanied with the original store sales receipt. Items must not be worn, altered or washed. Original method of payment will be refunded for all returns accompanied by an Ecochic store receipt within 30 days of purchase. Store credit will be issued for all returns accompanied by a store receipt after 30 days of purchase. Returns with a gift receipt will be exchanged or refunded for the value indicated on the gift receipt. Refunds will be made in the form of store credit. A one-time price adjustment will be granted when an original store sales receipt is presented within 14 days or purchase. Merchandise credit will be issued for returns of beauty and personal care items accompanied by a store receipt within 30 days of purchase. Gift cards cannot be returned or exchanged. Ecochic.com Return Policy Ecochic will gladly accept unworn, unwashed or defective merchandise for return or exchange within 30 days from the shipping date. Free shipping both ways on even exchanges; if you
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ordered the wrong size or color, no worries! If you need to exchange an item for the same item in different size or color, we will waive the costs of return shipping. Most returns are processed within ten days after we have received them in our warehouse. We will send you an email confirming that your return or exchange has been processed. You may also check the status of your return by logging into your account and viewing your order history. Your refund will be credited back to the original method of payment used to make the purchase. If you paid with a gift card, a new gift card will be issued for the amount of the credit and mailed to you. Follow the directions on the back of the packing slip to return merchandise for credit or exchange. Pack all items in a secure carton or reuse the original packaging and enclose the packing slip.
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Possible Positive & Negative Scenarios
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Possible positive and negative scenarios
Positive: The following possible positive scenarios and outcomes would be of benefit to Ecochic, therefore would give us the opportunity to make a potential profit. Negative: The following possible negative scenarios and outcomes would have a negative impact on Ecochic, therefore gives us the possible loss of potential profit.
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Trends & Forecasting
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Trend Analysis
Trend analysis reports from WGSN.com forecasting styles for Autumn/Winter 2011/2012 state the following trends to be “hot” for this season; Clothing: • • • • • • • • • •
Statement 70s bohemian outerwear Fur cuffs and sheepskin linings Key in tones of olive, tobacco and taupe Sheers contrast with layers of opaque velvet and fur, channeling the luxe grunge trend we saw on the autumn/winter catwalks Create a drop back effect by pairing long open layers over shorter dresses and skirts This is a key runway look that can easily be recreated through clever styling of key pieces Fur trims are key Collars have moved away from shearling this season, allowing a more dressed-up vintage look Knitwear mixed with fur looks new and incredibly luxurious Fur gilets and removable linings are essential layering pieces, worn under or over outerwear.
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Shoes • • • • •
Boots tied with ombré-dyed ribbons Awkward, architectural heels Deep-cleated rubber soles Clog booties Rounded square-toe shapes
Accessories •
Handbags: these neat, ladylike styles are a key direction for autumn/winter 2011/12. Structured silhouettes, their proportions petite, reference 70s nostalgia in a warm palette of textured true-tan and orange
Ecochic will select merchandise based on the above trend reports while keeping our customer in mind, including their lifestyle and their clothing styles. By incorporating both new pieces as well as vintage finds from local vintage retailers, Ecochic will be able to provide both trendy merchandise as well as timeless classics sure to please every Ecochic customer.