TABLE OF CONTENTS 01. INTRODUCTION 02. MARKET ANALYSIS -LOCATION -TARGET CONSUMER -COLLABORATION -SWOT ANALYSIS
03. POP UP PROPOSAL -LOCATION -ASSORTMENT PLAN -LAUNCH PLAN -PROMOTIONAL PLAN -SALES FORECAST -FINANCIAL PLAN -PROFIT/ LOSS
04. CONCLUSION
INTRODUCTION
THE BOHEME COLLECTIVE The Boheme collective is based on the idea that we are born to stand out. The Boheme life establishes your presence and voices your uncompromising sense of style and fresh taste with a splash of class. 5 Founded In April 2016, The Boheme Collective Is a womens E-Commerce Boutique Created To Fill A Gap In The Market Place Using The Right Pricing And Product Strategies. Using An Online Platform They Are Able To Reach Their Target Customers And Sell Product. In The Future The Company Plans To Spread To A Series Of Pop Up Shops In Various Locations And Possibly A Single Brick And Mortar Location. This project will include the plans and the strategic steps that it takes to open a pop up shop for The Boheme Collective. This project is a concept for a mock pop up shop, the premise behind the idea is should someone wish to go through with opening the pop up they could follow the steps placed in the book as a guide for success.
LOCATION
CHARLESTON, SC. Historic Charleston is bursting with Southern charm and hospitality. The city feels like it’s suspended in time, thanks to its antebellum architecture and surrounding plantation landscapes. The city is home to some of the best restaurants and bars in the country, as well as housing two prestigious colleges, The Citadel and College of Charleston, in its historic downtown neighborhood. Over the past few years Charleston has increasingly become the nations top tourist destination, named number one city to visit by Travel and Leisure Magazine. Charleston, South Carolina is the perfect location to host a pup up shop for The Boheme Collective due to its boasting tourism, lively southern culture, and fashionable locals.
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TARGET CONSUMER
SARAH KATE
NAOMI
-21 years old
-28 years old
-Single
-Engaged to be married.
-Monthly Allowance: $1,250
-Yearly Income: $52,000
-From Wilmington, NC.
-From Atlanta, GA.
-Lives in Historic Downtown Charleston
-Lives in Mount Pleasant, SC.
-Junior at College of Charleston
-Graduated from University of Alabama
-Treasurer of Kappa Delta
-Assistant Wedding Planner
-Works as a nanny for a family on John’s Island.
-Runs a fashion blog on the side
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ILLA DESIGNS
COLLABORATIONS
Alli Smith,a student at the College of Charleston, started Illa Designs two years ago as a way to make some money while in school. She opened a store on etsy to help sell her jewelry, since then on etsy alone she has made over 4,000 sales. Alli also sells her jewelry to wholesale accounts at small boutiques nationwide. I decided that a collaboration with Alli and Illa Designs would be beneficial to the pop up in Charleston because it would be mutually beneficial. She is a local Charlestonian along with being a member for the ZTA sorority. Having her host a trunk show at my pop up shop would bring more traffic to my store. I will take 10% royalty of sales.
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COLLABORATIONS
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SORORITY PARTNERSHIP The College of Charleston has a large panhellenic council with 1250 students split between 10 sorority organizations. I decided that a partnership with four of the sorority houses would be a good plan for The Boheme Collectives pop up shop. Partnering with ZTA, Kappa Delta, Kappa Alpha Theta, and Phi Mu would be equally beneficial. I will set up appointment times with each sorority to come shop at the pop up shop, 10% of all profits made will be donated to the philanthropy of the sororities choice. The appointments will be held on the days following bid day as a new member activity.
SWOT ANALYSIS
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S -Focused Assortment -New Market -New Company -Attractive to college Students -Pricing -Online Presence
W -Established Competitors -No Brick and Mortar -Limited Reach -Limited Brand History -New Market -Not completely established
O -Reaching a New Market -Expansion of categories -More Pop Ups in future -Creating a bigger following -Brand Ambassadors -Partnerships
T -Established Competitors -Lack of funding -Lack of personnel -Limited resources -Over-saturated market -Loss of profit
LOCATION 82 Mary Street Charleston, SC August 23- 27, 2017 The house is situated one block away from the bustling King Street, where all of the major shopping, dining, and leisure destinations are located. The house has 2,000 square feet, 3 bedrooms, 3 bathrooms, a private backyard, and 4 parking spaces for visitors.
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ASSORTMENT PLAN
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% $ Unit Sizes Total Purchases Purchases XS 15% $450 8.19 S 25% $750 13.4 M 30% $900 16.4 L 20% $600 10.9 XL 10% $300 5.45
% Price Range Total $0 - $10 10% $10 - $20 25% $20 - $30 40% $30 - $40 20% > $50 5%
100%
$3,000
54.5
VENDOR:
CLASSIFICATIONS:
PRICING:
SIZING:
100%
% Classification Total Dresses 35% Tops 25% Bottoms 20% Outerwear 15% Accessories 5%
$ Purchases $1,050 $750 $600 $450 $150
100% $3,000
Unit Purchases 19 16 15 7 7
Avg. Retail $55 $48 $40 $65 $22
% Vendor Total Sadie and Sage Lush Cotton Candy LA Hanger LA L’atiste
25% 20% 15% 20% 15%
63
$55
TBD
5%
LAUNCH PARTY
LAUNCH PARTY The Boheme Collective will be throwing a launch party event to kick off the start of the pop up shop. The party will be held in the back yard of the house where the store will be located. The party will take place on the Wednesday of the week the shop opens. There will be small appetizer dishes available for the guests to eat, along with a small bar that will serve a signature cocktail, along with wine, beer, and non-alcoholic refreshments. The party will be invite only and the invites will be extended to family friends and college friends who live in the Charleston area, each guest will be permitted to bring along two additional guests to the launch event. There will be music provided by Ben Corum, a local DJ who is a family friend, to liven up the party and create a better sense of ambiance. COST SHEET: ITEM Drinks Catered Food Decorations Bartender Invitations
COST 400 400 150 200 50
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PROMOTIONAL PLAN
PROMOTIONAL PLAN
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SOCIAL MEDIA PLAN
LAUNCH PARTY The Boheme Collective will be sending out party invitations 2 months before the launch party date in order to allow guests time to plan to attend. Guests will also be allowed to bring along two friends to the party. Adding the additional guests to the party will bring more attraction to the pop up and allow for more advertising.
You’re Invited! The Boheme Collective is coming to Charleston and we want you (and 2 of your friends) to be there to celebrate the kick off. Join us Wednesday August 23 at 6 pm for cocktails, light fare, music, and sneak peak of the collection.
Jennifer Mancine 3 Rosedale Drive Charleston, SC 29407
Hope to see you there! 82 Mary Street
@theboheme collective
www.thebohemecollective,com
The Boheme Collective will be posting on both Facebook and Instagram accounts before, during, and after the pop up shop. Posts will include product shots, pictures from the launch party, picture to document both the sorority and jewelry collaborations, and scenery shots of the house in which the pop up will be held.
PROMOTIONAL PLAN
PROMOTIONAL PLAN
SORORITY EVENTS The Boheme Collective will be hosting four sorority events. They will be held for the incoming class of recruits and will be scheduled events at the pop up location. Each event will be 2.5 hours long. At each event the Boheme Collective will have applications to become brand ambassadors, if chosen the girls will represent the brand through posts on their own social media accounts through out the school year, linking to The Boheme Collective website if sales are made they will make 8% commission of sales and receive free merchandise.
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COST SHEET:
ITEM Lemonade Cupcakes Decorations
COST 75 125 100
FINANCIAL PLANS
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SALES FORECAST
FINANCIAL PLAN
PROFIT/ LOSS Total Revenue: Total COGS:
$8,550.00 $3,000
CONCLUSION
CONCLUSION
The Boheme Collective has a tremendous opportunity as a brand with opening this pop up shop. The store has good potential to gain visibility in a new market, create a following, and make a place for the brand in a growing and thriving market. This pop up shop will not only generate a profit, but improve the companies platform, create lasting relationships with customers, and better the chances for future growth. This pop up will provide The Boheme Collective with the start to a successful path as a new company.
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Connelly Rhea Senior Capstone Winter 2017