Target Market Report

Truly. Madly. Deeply. qual ity to c ov e t

Emily Hyde P14145599 FBUY 2218 Fashion Marketing Target Market Report

Everyday is a fashion show and the world is the runway - Coco Chanel

Table of Contents

Be fearless in the pursuit of what sets your soul on fire - Unknown

Truly. Madly. Deeply. ... p6 Pen Portrait ... p8 The Client ... p9 The Location ... p10 The Boutique ... p 13 The Clothes ... p14 Casual Collection ... p15 Work Collection ... p16 Outerwear Collection ... p17 Evening Collection ... p18 Shoe Collection ... p 9 Accessories Collection ... p20 Intimates Collection ... p21 The Promotion ... p23 The Loyalty ... p24 The Conclusion ... p27 Appendix ... p28-35

Truly. Madly. Deeply.

When one’s clients are busy and don’t have much time to shop it is important to ensure the retail store they visit will provide for all their wants and needs. Truly. Madly. Deeply. will be an all encompassing boutique for the modern professional women.

In Calgary there are many high street stores as well as small boutiques and this, although a good mix of retail establishments, means the client will have to go to multiple locations to find the outfit they are looking for. This can be time-consuming and tiring and the modern professional women is busy, going from work to play seamlessly is therefore important. In a focus group undertaken by the author it was agreed that the women simply don’t have time to go to three different stores to find the perfect outfit. Truly. Madly. Deeply. will cater to every facet of the modern woman’s life. This boutique will not only carry quality classic clothing with a twist and incorporate everything the client would desire; clothing, accessories, shoes and lingerie, but have a place for these women to relax and take a break from their face-paced lives.

The Client

Truly. Madly. Deeply. q u a l i t y to c o v e t

Pen Portrait

Female - Mid 20s to Mid 40s A High Class modern professional women who enjoys nights out with friends has a six figure salary occasionally goes for drinks after work lives in the urban centre of Calgary in a new modern house Enjoys fine dining and trying world cuisine Loves to shop for quality clothing stays up to date with current fashion trends in Magazines such as Vouge shops regularly at whole foods appreciates art and loves to visit the various museums in calgary attends events regularly Like to race to other city destinations such as toronto or new york

Truly. Madly. Deeply. will target women between the age of 25-45 (generation X and Y), who will either be younger professional upper-middle income singles or families. With the average house hold income of $290,663 (Enviornics 2011) these clients enjoy spending their income on fashion, music, entertainment, books, and consumer electronics. Many engage in athletic activities such as skiing, horseback riding and aerobics. They are highly educated independent individuals (HEIDs) and are in full-time occupation. Status conscious, this demographic were scored as ostentatious consumers, which they demonstrate by acquiring the latest in fashion, food and wine (Enviornics 2011).

These clients will predominantly live in the urban areas of Calgary in detached or semi-detached houses. These central urban areas bring together a unique blend of culture and households, all in a vibrant city setting (Enviornics 2011). Living a busy urban lifestyle these women thrive in fast-paced environments, while also taking advantage of periodic breaks from their everyday stresses to take time in their personal lives (Enviornics 2011). In their free time these young professionals enjoy going to coffee houses, visiting art galleries and film festivals, going to bars, listening to live musicians and travelling.

These clients are classed between fullfilleds and achievers. Fulfilled are more mature, fairly responsible and likely well educated, and are fairly home centred and reasonably open to moderate levels of fashionability.

They do not mind spending on clothes provided they are quality products that will wear well and last in terms of style and durability (Herriot 2015). Achievers are consumers that like to show off their wealth to friends, they are likely to be high spenders and wear very on trend products for work and play (Herriot 2015). These clients enjoy varied products, and are fiercely loyal to the stores and brands they enjoy. They will mostly shop once a week, purchasing clothing for work and leisure.

The target client will therefore fall somewhere between these two categories although also aim to include elements from both as well.

The Location Truly. Madly. Deeply. will be located in the affluent neighbourhood of Marda Loop, Calgary, Canada. This area of Calgary has developed dramatically over the last 5 years, and now boasts 130 businesses including independent coffee shops, salons, beauty boutiques, restaurants and lounges, however only 1 of those is a retail clothing store. In a recent survey it was revealed that 43% of people who shop and dine in Marda Loop do so on a daily basis (Marda Loop 2014). With it’s unique service offerings people can live, work, shop eat, and relax in one place.

This is the perfect location for Truly. Madly. Deeply. as the lack of retail stores in Marda Loop represents a serious gap in the market with profound potential for growth. Combined with its location on the edge of downtown Calgary, only a 10 minute drive from the centre and close to the freeway, makes this location the ideal site for Truly. Madly. Deeply.

Whether the client needs to purchase something on their lunch break, or decides to stop in on the way home it will be easy for them to gain access to the boutique. Similarly, Marda Loop also has many restaurants and lounges within walking distance, meaning that the client could go straight from shopping to their social events. In addition, as it is not in the heart of downtown there is more space for the physical store front, with the added bonus of free parking next to the store.

The Boutique The Truly. Madly. Deeply. bricks and mortar store will be large, openplanned, and easy to browse. It was agreed by the focus group that many stores these days are small and so full of merchandise that you can’t see anything, and when you find a piece of clothing you like, it is usually wrinkled. With a mix of classic brick mixed with modern ways of displaying the merchandise it will be easy to see and have enough space between each item so that nothing becomes wrinkled. The client will be able to shop with ease, and, if they desire, take a seat in the lounge area and have a coffee (freshly made in store) and a chocolate while their purchases are being wrapped. Alternatively, they could utilise this area to refresh themselves before commencing their shopping experience.

The staff at Truly. Madly. Deeply. will be attentive yet considerate of the need to give the client their own space. The market research indicates that many women highlighted their displeasure at being bombarded by sales associates when they first come into a store. The staff will greet the client when they enter, and let them browse before they step in to help.

Truly. Madly. Deeply. will have a varied age of staff, as the focus group agreed that this is the best way to allow a wide range of style ideas.

The focus group indicated that although they prefer to shop in-store, many would appreciate an online store as well. To begin there only be a bricks and mortar store, however as the company grown and online shop will come to life.

Causal Collection A/W 2015/2016

The Product Truly. Madly. Deeply. will offer a wide range of clothing that will be middle market to high-end. Middle market clothing includes designer diffusion brands such as See by Chloe and other brands such as J Brand Jeans, Eileen Fisher, and Ted Baker (Posner, 2011), this level of fashion will encompass most of the stores clothing, however there will also be some high-end designer pieces in the mix.

In the focus group it was revealed that these women place high quality clothing above any other consideration, pieces that will last a long time with some on trend pieces to compliment them. Truly. Madly. Deeply. will carry clothing for all facets of life for these women, and will have everything from cocktail dresses to outdoor winter clothing. Truly. Madly. Deeply. does not have its own brand, but will carry branded items from various designers at various price points.

Some of the brands that will be carried in the store will be; J Brand, Velvet by Graham & Spencer, Eileen Fisher, Robert Rodriguez, Hanky Panky, Agent Provocateur, Michael Michael Kors, Ted Baker, By Malene Birger, Canada Goose, Tibi, J Crew, Jewellery by Janice Prodor Designs, Mackage, Stuart Weitzman, Jimmy Choo, Bos & Co, Fly London, Free People, Cynthia Rowley, Matisse, Sorel, Frye, Ugg, Browns Shoes, Not Your Daughter’s Jeans, t.babaton, Wilfred, and Autumn Cashmere to name a few.

J Brand Jeans Style: Maria Colours: After Dark, Seriously Black Size: 24-32 Price: $262

Autumn Cashmere Style: Sweater Dress Colours: Grey Size: xs - l Price: $300

Velvet by Graham & Spencer Style: Meri Wrap Front Top Colours: Midnight, Black, White Stone, Moon Size: xs - xl Price: $75

Work Collection A/W 2015/2016

Babaton Style: Tinsley Blouse Colours: White, Black Size: 2-12 Price: $100

Eileen Fisher Style: Velvet Dress Colours: Black Size: 2-16 Price: $480

by Malene Birger Style: Melanoa Trousers Colours: Nude Size: 4-16 Price: $400

Outerwear Collection A/W 2015/2016

Mackage Style: Isabell Wool Coat Colours: Black Size: s-l Price: $1250

Canada Goose Style: Kensington Parka Black, Navy, Red, Olive, Grey, Cream size: xs-xl Price: $1500

Wilfred Style: Cocoon Coat Colours: Black, Dark Charcoal, Cigar, Heather White Size: s-l Price: $325

Evening Collection A/W 2015/2016

J Crew Style: Collection Starry Sequin Dress Colours: Charcoal Size: 2-14 Price: $1000

Ted Baker Style: Mahima Dress Colours: Black Size 2-12 Price: $620

Robert Rodriguez Style: Savannah Jumpsuit Colours: Coastal Coral Size: 4-14 Price: $400

Shoe Collection A/W 2015/2016

Stuart Weitzman Style: The Reserve Boot Colour: Black Size: 5-11 Price: $750

Sorel Style: Joan of Arctic Boot Colour: Black Size: 5-11 Price: $220

Frye Style: Melissa Harness Colour: Redwood, Black Size: 5-11 Price: $600

Jimmy Choo Style: Agnes Colour: Nude, Black, Red Size: 5-11 Price: $625

Browns Couture Style: Loafer Colour: Black, Nude Size: 5-11 Price: $248

Michael Kors Style: Sammy Boot Colour: Black Size: 5-11 Price: $200

Accessories Collection A/W2015/2016

Intimates Collection A/W 2015/2016

Michael Kors Style: Blair Watch Colour: Rose Gold, Gold, Sliver Price: $350

Babaton Style: Lyndon Cowl Scarf Colour: Silver, Black, Espresso Price: $70

Mackage Style: Nira Gloves Colour: Black Size: s-l Price: $125

Hanky Panky Style: Low Rise Thong Colour: Assorted Size: s-l Price: $65

Agent Provocateur Style: Amelea Demi Bra Colour: Nude/Black Size: 32a-36DD Price: $160

Spanx Style: Shape My Day Colour: Nude, Black Size: xs-xl Price: $85

Leah Alexandra Style: Harper Necklace Colour: Gold Price: $210

Mulberry Style: Freya Tote Colour: Black Price: $1200

Kate Spade Style: Stripe Ordament Clutch Colour: Black/White Price: $350

Eberjey Style: Bonnie Robe Colour: Mint, Pink Size: s-l Price: $120

Ralph Lauren Style: Cotton Pajamas Colour: Navy, Grey, White Size: s-l Price: $78

Free People Style: Bandeau Colour: Black, White Size: xs-l Price: $65

SERVICE

Seats

FLOOR PLAN

Seats Runway Seats

SPECTRUM 5

SPECTRUM 4

Enterence to runway and model change rooms

Seats

The Promotion

WC

WC

WC

Bar3 SPECTRUM

OUTDOORS

SERVICE

WC UPPER RAW BAR

WC

Pop-up SPECTRUMshop 2

RAW BAR

KITCHEN

POOL SPECTRUM 1 Change rooms WC ELEVATORS

WC

STUDIO

TO RETAIL SPACE

LOBBY MUSE BOARDROOM SECOND FLOOR 13'x20'

YELLOW DOOR BISTRO

ORACLE

FRONT DESK

MUSE

MAIN ENTRANCE 12TH AVENUE SW 119 12TH AVENUE SW CALGARY, ALBERTA T2R 0G8 | SALES & EVENTS 403.206.9564 | EVENTS@HOTELARTS.CA | FAX: 403.237.0978

ELEVATOR TO PARKADE

GALLERIA

To promote the opening of Truly. Madly. Deeply. there will be a night of fashion. This will consist of a fashion show, drinks and h’ordeuvres, and a pop-up shop. The event will be held at the Hotel Arts, a boutique style hotel located in downtown Calgary. In attendance will be Avenue magazine, Elle Canada, Lou Lou magazine, and Flare magazine, as well as fashion bloggers Ashley Pettigrew, Ania Boiecka, and KD Faustino, photographers for the event, and of course the clients. Invitations will be sent out to prominent offices around Calgary, as well as flyers put up in areas that the clients frequent. The event will be RSVP, as the hotel has limited space. For those clients that can’t make it to the event, a small fashion show will be held at the store after the event so no-one is left out.

The Loyalty The clients of Truly. Madly. Deeply. are the most important aspect of the business. To ensure their loyalty, the boutique will therefore offer many services. The focus group revealed that they would like a seamstress in-store, therefore an in-house tailoring service will be offered at minimal cost. Wardrobe consulting will be a staple feature for all our clients, this is when a consultant will come to your home and help you in store to update and create a new wardrobe for you. Look books will put together to help the client put together outfits together on a daily basis, this can either be done on paper or on the app StyleBook. Private shopping events will be held once a month for loyal clients. These events will showcase the new clothing, and drinks and h’ordeuvres will be served. This will allow the clients to shop at the boutique after hours and receive one-on-one service with the staff. In addition to everything above, fashion shows will be held semi annually. This event will include appetisers and beverages, pumping music, a fabulous runway show, a silent auction benefitting a local charity, and in-store discounts. All-in-all, The perfect night out for the modern professional woman.

The Conclusion Overall Truly. Madly. Deeply. would compliment the lifestyle of the modern professional women perfectly. Available market research combined with the increase in disposable income of the target demographic suggests that a retail establishment of this nature would not only be viable, but would flourish as a boutique. The combination of the location and style of shopping experience would make it a great success and a market leader within the industry.

Appendix

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