Headquarters: The Pursuit of Style
Retail Concept: The Pursuit of Style Welcome to The Pursuit of Style “We aspire to connect our customers with innovative designers and products to enhance their lives.� As a company, our goal is to create and nurture a genuine working relationship with up-andcoming designers trying to cultivate their brand in the industry. Our mission provides not only some financial backing, but also both retail and manufacturing space for these designers to develop a high-end product for our consumers. Designers contract royalties to their merchandise sold while partnered with our brand. In turn, we also provide a house brand product for our consumer. Again welcome, The Pursuit Team
Retail Concept: Continued Store Type: • Department based stores • Contracts with up-and-coming designer – – – –
Manufacturing space Retail space Start-up costs Exchange: high royalties on products sold in store
Appeal: • Consumers are more willing to spend their consumer dollar in order to further a cause. • Consumers in support of the fashion industry will be inclined to help the development and restoration of these designers. • The appeal of original and exclusive products.
Our Mission: MISSION STATEMENT: “The Pursuit of Style provides financial partnerships with emerging designers in the fashion industry in order to create a distinct product line to benefit our diverse customer base. These partnerships help to provide innovative new product, while supporting the growth and continuation of the industry. The Pursuit of Style is committed to creating a genuine connection with our clientele, to make sure they are always provided with exactly what is needed for their shopping experience.�
Company Shared Values “We always follow a simple philosophy when it comes to running our business: creating genuine relationships. Whether that is: company to designer, company to customer, or designer to customer. This also describes The Pursuit of Style's commitment to social responsibility. Since our beginning, we have focused on doing the right thing for our employees and our customers. We continue to make every effort to be an ethical company where people want to work, innovate, and shop.�
The Pursuit of Style’s Community We at POS believe in… • Create genuine relationships • We are a family • Follow your intuition • Use good judgment • Be empowered • Hold yourself to a higher standard • Your influence matters • Health competition is healthy • Be responsible • Be recognized for being remarkable • Be kind • Always be in the pursuit of style
Brand Pillars Designer Partnerships • Fair and unique partnerships with each designer • Business mentoring and brand development • Royalties negotiation based on sales progress • Creative license (as it adheres to product standards) • Fair exposure, PR, and marketing for all umbrella brands under contracting
Customer Community • Value genuine customer service & relationships • Manufacture an ethical product responsibly • Community care and outreach • Product guarantee and maintenance
Customer Persona: Diana Westridge • Demographics: – Female: Age 37 – Earning Power: $125,000 – Geographic Persona: Urban
• Background: – Education Background: University Education – Occupation Status: Executive/Upper Management Job – In a company that is more than 5,000 employees
• Identifiers:
– Chic; Style Conscious; Well Read; enjoys social/networking events
Diana Westridge: Continued Goals:
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Primary: Furthering her affluence Secondary: Project her social status
Challenges: – –
Primary: The Glass Ceiling Secondary: Remaining feminine and current, while performing in the business world.
How do we help?: – –
Create products, atmosphere, events, campaigns that attract consumers of this persona. Make the product desirable to her and functional. Maintain the prestige of the brand.
Quotes: –
"I appreciate the tradition of the fashion industry. I would be pleased about my consumer dollar going toward keeping the industry and it’s innovation alive.”
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“The quality and exclusivity of buying up-andcoming designers appeals to my ornate nature of wanting to have styles ‘first’ and being a ‘trend influencer.’”
A Day in the Life: Diana Westridge
Competitors' SWOT Analysis’ Nordstrom
Neiman Marcus
Branding Tactics Common Objections to Our Brand:
– May be too trendy to transition multiple years in wardrobe. – Early designers in their creative stages tend to over trend their product. – How will quality and style translate to a product you will use for more than one season?
Marketing Messaging: – We promise to remain trend conscious while still keeping with styles that will live for years to come. – Our designer recruitment is set up with our consumer in mind to ensure that she is able to communicate her stylish influence with prestige and elegance.
Location Synopsis: Oak Street, Chicago • Located on Oak Street next to Barneys New York and designer boutiques • Company Flagship Store • Suits the amount of foot traffic desired • Located near residence of desired clientele • Accessible in location
Visual Décor Concept •
Inspired by our client.
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Strive to lead a life that is sophisticated, classy, and timeless.
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We want our consumers to have a comfortable, “at home experience” while shopping with us.
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aim to bring customer loyalty through our stress free image.
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We want our consumers to: – – – – –
see the beauty in each display to smell the freshness of our seasonal scented aromas, to taste the goodness of our comfort foods, to listen to the soothing sounds of current tunes, and to feel the softness of the many pieces that are placed in their presence
Sensory Tactics Sight: – Mixture of contemporary décor, lots of metal and clear panel items. – Each boutique section will have its own interior décor according to the designer. – Overall the space will be large with wide aisles and grand ceiling light fixtures.
Sound: – Depending on boutique, there will be a variety of soundtracks depending on vendor.
Scent: – Capri blue candles that will be changed according to season.
Touch: – Soft fabrics, contemporary rustic fixtures.
Taste: – Depending on the season there will be small samples of appetizers, such as seasonal cookies, fruit, or crackers with cheese.
Corporate & Designer Studio Spaces • Keeping in theme throughout entire building and brand, our corporate and studio offices maintain functionality and style. • Located above the two selling floors in flagship location. • Creates a community and collaborative space for umbrella designers. • Business mentorship and product development spaces.
Street Level Selling Floor • Women's: shoes, accessories and clothing within all the inside boutiques • Women shop more than men and are the direct target • Spacious, easily shoppable, & comfortable
Second Level Selling Floor • Want the client (consumer) to feel comfortable and to want to keep shopping • Boutique-like feel instead of a department • Spacious, and separated by designer
Management Organizational Chart
Company Special Offerings Designers • Tutorials with Successful Designers • Guaranteed Showcasing in Annual Runway Show • Free Media/PR Exposure • Meet & Greets with Clientele – (creates brand loyalty)
Customers • • • • •
Stylists/Personal Shoppers Gift Wrapping Weekend Studio Tours Alterations Virtual Closet (Catalogs purchases) • Valet Car Parking • Shopping Party Reservations
Highlighted Events Spring • March – We will collaborate with Revolution Brewery to provide a beer tasting in celebration of St. Patrick's day as a way to bring people in to shop.
• May – Mother's Day is a nice way to get women together in one place to do some shopping. We will have 15% off women's accessories (jewelry and handbags). There will be in-store nail bar that will be provided by Aveda students. We will partner with Aveda and give out vouchers for free blowouts.
Summer • June – There will be a 15% off men's accessories (ties, cufflinks, socks, and hats). We really want to bring men into the store. We will partner with Longman & Eagle to bring their whiskey flights in-store for a manly whiskey tasting.
• July
– With the middle of the summer being extremely popular for music festivals we want to provide an event that will capitalize on that energy. Each store will have a list of certain summer pieces that really encapsulate the summer festival spirit that will be 15% off. We will provide a hair coloring bar and a fake tattoo bar by partnering with Custom Hair Lounge and Spa and Speakeasy Custom Tattoo. Drinks and small snacks will also be provided.
Enjoy the Pursuit of Style
The Pursuit of Style