Fantaise Boutique Erika Kranz
Vision We believe it is important to live a peaceful and easy lifestyle and that the community is a happy and safe place to be. It is important to live in a world where there is no worry or stress and our goal is to make that, on a smaller scale, a reality. Our emphasis is placed on a loving, united community and strong education so that the future is bright for a long time.
Mission The mission of Fantaise is to make every woman feel beautiful and one-of-akind. We appreciate the uniqueness of individuals and strive to bring out our client’s inner desires and dreams. These will be reflected through the handcrafted unique pieces they choose to wear.
Company/Concept Statement Fantaise is a one of a kind dress boutique that sells 1 size of each dress and no more. This ensures that each client is getting a garment that no one else is going to have. Women deserve to have something all their own and we are bringing out that idea in our boutique. When clients come in they will have a one on one session with one of our employees to determine exactly what they want and get them everything they need.
Culture The staff of Fantaise is bonded with their mutual interests and enjoy bringing peace and happiness to clients. Although the team members differ in individuality, they are close knit and dedicated to helping make the client’s moment special. The store will feature modern technologies with a rustic store layout.
Customer Profile Geographic: • Region – Suburban • Population – under 50,000 • Urban/rural – rural • Climate – 4 seasons
Customer Profile Psychographics • Social Class – upper middle to upper class • Personality – free spirit, happy, elegant • Life-Style – peaceful but busy Consumer Behavior • Benefits Desired – health, peace of mind, love, comfort • Usage Rate – Average
Customer Profile Demographics • Age – 23 to 35 • Sex – Female • Family Life – Married • Income – 50,000 plus • Education – College • Occupation – Fashion, Event Planner, Business • Religion – Any • Ethnic Background – Caucasian, African American
Meet Olivia
Customer Profile – Meet Olivia
Sex: Female Age: 26
Location: Lake Forest, Illinois Born: Philadelphia, Pennsylvania Race: Caucasian Heritage: Italian Favorite Books: Grimm Fairytales, Kate Spade Book, Magazines Favorite Music: Alternative, Soothing Piano Favorite Movies: Breakfast at Tiffany’s, The Great Gatsby, Friends with Benefits Favorite Websites: Nordstrom, Saks, News Websites, Fashion Blogs Favorite Shows: Fashion Police, Revenge, Desperate Housewives Favorite Sports: Tennis, Golf, Polo, other Equestrian activities
Customer Profile – Meet Olivia Major: Fashion Business Occupation: Magazine Stylist Status: Married Favorite Food: Unique mac and cheese, chocolate mousse, Ravioli Daily Routine: Up early to be at work in the city, works at the magazine styling shoots, comes home to her husband and kids. She cooks dinner and plays games with the kids, then winds down and watches TV with her husband as they share some wine. Favorite Stores: Nordstrom, Target, Anthropologie Weekend Activities: Tennis lessons, walks on the beach with the family, errands, play time with the kids Travels: Loves Europe, especially Italy, Spain and Greece. Interested in cultural vacations. Enjoys: Playdates with the kids, pottery, long walks, tennis, drawing, reading magazines. Lifestyle: Lives in a nice house in Lake Forest. She drives a BMW, enjoys fancy wine and goes to a lot of evening events with her husband.
Competition Fantaise Product: Standard Evening Wear Price: $500 and Up Promotion: Multiple Purchase
Rewards
Jovani Product: Standard Evening Wear Price: $300 and Up Promotion: No Promos or Regular Sales
Distribution: In store boutique only
Distribution: Various Locations, Other Retailers, Online
Competiton Other Competitors: Nordstrom, Saks, Bloomingdales, Various Bridal Locations, Taylor, and More.
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Conclusions – Strengths and Weaknesses: After analyzing the main competitor, Jovani, it is clear there are some advantages and disadvantages. Weakness is price, we are a high price point for starting out. Strength is customizable dress and experience.
Branding Name: Fantaise Font: French Script MT Color: White, Grey, Brown Sign/Logo (Also displayed on tags, flyers, business cards, etc.):
Fantaise
Product/Service/Merchandise Assortment Basic Short Dresses $200-$300
Product/Service/Merchandise Assortment Embellished Short Dresses $400-$500
Product/Service/Merchandise Assortment Basic Long Dresses $400-$500
Product/Service/Merchandise Assortment Embellished Long Dresses $700-$1000
Product/Service/Merchandise Assortment Wedding Dresses $2500 + labor/materials
Location Fact Sheet Total Space Available: 1,550 SF Rental Rate: $27Â /SF/Year Property Type: Retail
Property Sub-type: Neighborhood Center Additional Sub-types: Office Building Restaurant Street Retail
Gross Leasable Area: 1,550 SF Cross Streets: Western and Illinois
Monthly Rent: $3,487.50
Planagram Product Racks and Mannequins
Front Door Basic Short Dress
Basic Long D
Flower stands
Cash Register Seating
Seating
Wine Bar Mirrors
resses
e h s i ell b Em
ort h dS
ess r D
Fitting Rooms Sale – Mixed
Dress Racks Embellished Long Gowns
Employee Room
Store Décor and Visuals -- Accents Associate Hooks
Decorative Pillows
Wall Flower Hangers Door Knobs
Flower Vases
Store DÊcor and Visuals – Furniture Shopping experience lounge furniture
Store DÊcor and Visuals – Furniture (Cont.)
2 Fitting room tables and chairs looks
Store DÊcor and Visuals – Lighting
Various floor, table and ceiling lighting
Store Décor and Visuals – Fitting Room/Racks
Fitting Room Curtains
Dress Racks
Displayed in every fitting room…one big one outside fitting rooms
E-Business Webpage: Features location, customer testimony, phone number and information about the company. Instagram: Allows customers to upload their finished employees post styled new product. Facebook: Customer questions, new product, and specials displayed here.
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Marketing Place: Product distributed at Fantaise boutiques only. Price: Price point is Premium pricing. Promotions/Events: Charity Fashion Show/Various Month Promotions. Advertising at local boutiques. Coupons in magazines.
Marketing Advertising: Displayed in the windows of partner stores, ads will say, “Simply Unique�. There will also be an ad in local magazines (North Shore/Daily Herald/The Lake Forester).
Marketing Publicity: Fantaise website will be on all advertising forms. It will also be displayed on the Facebook page. Every 6 months Fantaise will host a mini town fashion show will local press will be invited to. These events will be ticketed events that go to benefit a charity.
Marketing Advertising Calendar: January:
Happy New Year New You – 10% off 1 gown.
February:
Show us your date nights on Instagram, win a free dress
March:
Be Kind to Others – Charity Fashion Show, purchase ticket get 15% off 1 gown
April: Savings for a Rainy Day – 10% off 1 gown with Facebook share May: Mother’s Day(te) – Shop with your mom and get 20% off purchase June: Wedding Reminders – Parties get 15% off 1 gown July:
Happy Birthday America – 10% off 1 gown
August: Donate school supplies and get 15% off 1 gown September: Be Kind to Others – Charity Fashion Show, purchase ticket get 15% off 1 gown October:
Boo-tiful Ladies – 10% off 1 gown, no tricks
November: Be Thankful and Give Thanks – show thanks to others and we show thanks to you 10% off 1 gown December: Happy Holidays – Shop for your party or for the holiday and we gift you 15% off your purchase **Budget: $500 per month except fashion show months budget increases to $1000**
Organizational Culture Laid back and peaceful environment with the latest technology for computers. Also new technologies for merchandising. Product information is readily available via staff. Staff are encouraged to be healthy and happy and have more freedoms than a corporate setting.
Examples of acceptable employee attire
Management/Leadership Style Management style is a combination of coaching and supportive. Leadership style is democratic. Employee Motivation: Employees are motivated through rewards and bonuses as well as positive reinforcement from their peers.
Goal Setting Fantaise GOALS BY ASSOCIATE Date: October
Associate
Goal Week 1
Actual Week 1
Goal Week 2
Actual Week 2
Goal Week 3
Actual Week 3
Goal Week 4
Actual Week 4
Goal Week 5
Actual Week 5
Goal Total
Actual Total
Erika
800
1000
800
900
800
750
800
850
800
1000
4000
4500
Milene
800
900
700
850
700
900
800
750
800
1000
3800
4400
Shena
700
750
800
800
700
800
800
750
800
700
3800
3800
Deidra
700
800
800
700
800
900
700
1000
800
900
3800
4300
Management/Leadership Style Selling Programs: Employees work on a points system. Each dress category has a different point value. Employees can earn prizes based on points earned. Employee Bonus and Incentives: If the year goal is made plus 2% the employees will receive a bonus based on how many hours they worked during the last month of the year.
Organizational Management Structure
General Manager (Owner)
Keyholder/Merchandiser
Keyholder/Sales
Keyholder/Sales
The general manager is the owner. She does most of the paperwork/training/loss prevention/and numbers. There is one Keyholder who handles merchandising, and the other two handles sales and various other tasks. Four employees total.
Human Resources Ethics: Any theft, sexual or personal harassment, fraud, missed shifts or other law breaking/poor taste actions are grounds for termination. Hourly Rates/Bonus: Managers will make a set salary of 40,000 per year, Associates will be hourly at $10.
Human Resources Discounts: 20% discount on merchandise. When employees start they will take measurements to ensure they aren’t buying for others. Trainings: One week training program going over handling money, selling, stocking, technology, and more.
Human Resources (Cont.) Employee Manuals: Each employee will receive a manual upon hire, this will go over the dress code, discount policy, store policies, OSHA standards, employee wages and more.
Human Resources (Schedule Sheet) Weekly Schedule Week Of Oct. 26-31 Prepared By: Erika Kranz NAME
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
SUNDAY
Erika
9-4
9-4
12-7
12-7
OFF
12-7
OFF
35
Milene
12-7
OFF
OFF
9-4
12-7
9-4
9-4
35
Shena
OFF
12-7
10-5
OFF
9-4
9-4
12-7
35
Deidra
9-4
12-5
10-3
OFF
9-2
OFF
OFF
22
Total
TOTAL
127
Financials Totals by Month: Month:
Jan
Feb
Mar
Apr
May
June
July
Aug
Sep
Oct
Nov
Dec
Sales:
$12,000
$10,500
$13,000
$10,000
$14,000
$15,000
$10,000
$9,000
$11,000
$17,000
$15,000
$20,000
Totals:
$12,000
$22,500
$35,500
$45,500
$59,500
$74,500
$84,500
$93,500
$104,500
$121,500
$136,500
$156,500
$156,500
Financials Sales by Month/Percentages:
Month
Total
Percentage
January
$12,000
7.6%
February
$10,500
6.7%
March
$13,000
8.3%
April
$10,000
6.3%
May
$14,000
8.9%
June
$15,000
9.5%
July
$10,000
6.3%
August
$9000
5.7%
September
$11,000
7%
October
$17,000
10.8%
November
$15,000
9.5%
December
$20,000
12.7%
Year Total:
$156,500
100%
Financials Sales by Category: Category
Sales
Percentages
Basic Short Dresses
$20,500
13%
Embellished Short Dresses
$25,000
16.2
Basic Long Dresses
$30,000
19.1%
Embellished Long Dresses
$35,000
22.3%
Wedding Dress
$46,000
29.4%
Total
$156,500
100%
Operations Hours: Open Monday-Sunday from 10 A.M. to 7 P.M. Loss Prevention/Security: Employees will check each others bags upon leaving the store, there will be security cameras and regular audits/inventories.
Service Levels Layaway: N/A Merchandise Holds: Holds are 24 Hrs. unless client makes a deposit (10% of purchase price), then 2 weeks. Alterations: Standard Alterations (hemming) is free, anything more is price as quoted from tailor. Discount if multiple pieces. Returns: Returns accepted unwashed/drycleaned and unworn within 7 days for a full refund.
Service Levels Clienteling: Clients make appointments with sales associate they would like to work with unless they are a walk in. Customer Returns/Service: Returning customers will make appointment with someone they would like to work with. Provided with outfitting and complimentary drinks.