MAMIE RUTH MARKETING AUDIT 1
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TABLE OF CONTENTS MISSION STATEMENT...................................................... 4 SWOT ANALYSIS.............................................................. 6 MARKETING MIX........................................................... 10 PRICING..........................................................................12 IMPLEMENTATION, EVAL, CONTROL............................16 LOCATIONS................................................................... 18 Q&A WITH MAMIE RUTH...............................................19
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MISSION STATEMENT MAMIE RUTH STRIVES TO MAKE CLOTHES THAT MAKE YOU WANT TO KICK OFF YOUR SHOES AND DANCE TO THE BEAT OF YOUR OWN DRUM. THE MAMIE GIRL IS A FREE SPIRITED WANDERER. HER AURA IS MAGNETIC, AND SHE STANDS OUT IN A CROWD. SHE CAN BE FOUND JAMMING IN THE FRONT ROW AT A MUSIC FESTIVAL IN A MAMIE RUTH MAXI AND A FRINGE VEST. THE MAMIE RUTH BRAND IS MORE THAN JUST CLOTHING, IT’S A WAY OF LIFE. IT’S MUSIC, TRAVEL, FREE SPIRITS DANCING AROUND A BONFIRE WHILE JIMI HENDRIX BLARES IN THE BACKGROUND. IT’S THE PARTY THAT EVERYONE WANTS TO BE AT AND IT’S NOT STOPPING UNTIL THE WHOLE WORLD IS DANCING. EVERY MAMIE RUTH GARMENT IS PROUDLY MADE IN THE USA. DUH!
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RECOMMENDED MAMIE RUTH BELIEVES IN DOMESTIC, AMERICAN MADE PRODUCTS. WE BELIEVE WHAT A PERSON WEARS SHOULD BE A KICK OFF YOUR SHOES AND DANCE EXPERIENCE; A WAY OF LIFE. WE AIM TO CREATE A PARTY THAT WILL NOT STOP UNTIL THE WHOLE WORLD IS DANCING THROUGH LASTING AND POSITIVE RELATIONSHIPS WITH INDIVIDUALS. WE ARE A CLOTHING AND JEWELRY STORE FOR THE FREE SPIRITED WOMAN.
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STRENGTHS
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ETHICS/SOCIAL RESPONSIBILITY PATRIOTISM/DOMESTIC 7 YEARS EXPERIENCE DESIGNING SCAD EDUCATION DESIGNING VERY STRONG BRANDING (DESIGN; LANGUAGE) WEB DESIGN/GRAPHICS BRICK & MORTAR LOCATION CLOUD BASED E-COMMERCE (SHOPIFY) STRONG INSTAGRAM PRESENCE (+14K FOLLOWERS) MEDIUM TWITTER PRESENCE (+800 FOLLOWERS) PROMOTIONAL COUPONS
OPPORTUNITIES
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TAP INTO OTHER MARKETS (INTERNATIONAL, STUDENTS, ETC ) EASY STEP UP TO LARGER E-COMMERCE (DEMANDWARE, ETC) TAP INTO GREEN MARKET (SUSTAINABLE DESIGN) DISASTERS (PATRIOTISM BOOSTS) COLLABORATION WITH INSTITUTIONS (EG. CLC PROJECT AT SCAD) ACCEPTING LOCAL CURRENCIES (SCADCARD, DINING DOLLARS, ETC)
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PATRIOTISM/DOMESTIC NICHE MARKET HIGH PRICE POINTS WEAK YOUTUBE PRESENCE WEAK VIMEO PRESENCE OVERALL WEAK ONLINE PRESENCE (BLOGS, ETC) LESS EXPENSIVE BOUTIQUES WITH SIMILAR PRODUCT OFFERINGS EASILY OVERLOOKED LOCATION
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ANY AND ALL COMPETITION – LOCAL WOMEN’S BOUTIQUES GREEN ADVANCEMENT GROUPS (SUSTAINABLE CLOTHING) LOCAL GOVERNMENT SANCTIONS HAZARDOUS WEATHER AT HQ STORE; SAVANNAH (FLOODING, HURRICANES, ETC) CHEAPER IMPORTS BRAND DILUTION THROUGH CONSIGNMENTS/RESELLERS RESELLERS/CONSIGNMENT SHOPS
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WEAKNESSES
OPPORTUNITIES
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LEVERAGING THE SWOT - SMART GOALS INCREASE INTERNATIONAL SALES BY 20% IN THE NEXT 18 MONTHS BY LEVERAGING STRONG INSTAGRAM PRESENCE DOUBLE TWITTER FOLLOWERS (+800) IN THE NEXT 6 MONTHS THROUGH SEO INVESTMENTS AND WHITE PAPERS/BLOGS. (GOAL: 1,600) TRIPLE LOCAL BRAND AWARENESS IN THE NEXT 12 MONTHS THROUGH LEVERAGING SOCIAL MEDIA/ GRAPHIC DESIGN TO PROMOTE SPONSORED EVENTS IN SAVANNAH, GA. DOUBLE AMOUNT OF RESELLERS SELLING PRODUCT (+/- 50) IN THE NEXT 36 MONTHS BY CAPITALIZING ON EVENTS SUCH AS DISASTERS TO PROMOTE PATRIOTISM, WHILE LEVERAGING A SUSTAINABLE INITIATIVE TO ATTRACT A NEW MARKET. (GOAL: 100 RESELLERS) USE ALUMNA STATUS/RELATIONSHIPS TO SPONSOR A SCAD COLLABORATIVE LEARNING CENTER PROJECT WITHIN THE NEXT 24 MONTHS IN ORDER TO RECRUIT NEW TALENT TO OPEN A NEW (YET SIMILAR) LINE OF CLOTHING FOR A NEW MARKET. 9
MARKETING MIX 10
PRODUCT Clothing Tops Bottoms Skirts Dresses Outerwear
Alterations - complimentary with all clothing purchases (IN STORE ONLY)
Accessories Blankets Jewelry Headbands/ Hats Bags
5 day return policy for online purchases
Prestige of having a ‘festival, boho’ style look
Bags, Tissue Paper, Stickers to wrap packaging etc.
Store atmosphere/merchandising that reflects the ‘Mamie Ruth’ girl
PRICE
Price Strategy Used: Premium Pricing - The price set is high to reflect the exclusiveness of the product.
Frequent Store Events - Supplies, refreshments, music, flash tats, etc. Local Pride/ SCAD Alumni Support
Fabrics and garments made in the USA
Participates in the Annual Charleston Fashion Week
Variable Costs Shipping Raw Materials Inventory Employee Hourly Wages Packaging
30 day return policy for in store purchases
Pop-Up Shops at Bonaroo and Shaky knees Highly Personal Customer Service
Exclusivity - meaning limited quantities of each item made, ensuring the customer has a unique garment
PLACE
Local Manufacturer (E.R. Partridge Inc.) - Used for Brick and Mortar, Online and Wholesale Merch. Wholesaler (2fourteen Showroom ) Atlanta Apparel Market is an additional venue along with the 2fourteen Showroom in Dallas for buyers to view product offerings. (see locations section for full list)
Fixed Costs Rent Loans Advertising Website Management Salaries Insurance Depreciation Store Equipment/Supplies
PROMOTION
Advertising Google AdSense (also falls under internet promotion) Spotify and Pandora users using zip code info that hones in on listeners location, gender, proximation to brick and mortar and other boutiques that carry our product Sponsorship Sponsoring festivals that fit our target market lifestyle - ie Bonnaroo, Shaky Knees, Coachella, etc. Sponsor organizations that promote American jobs Sales Promotion Offering student and SCAD Alumni discounts at brick and mortar store Planned discount days over high traffic shopping days - ie Black Friday, Christmas Time, End of Season Inventory that needs to sell to make room for new product, other holidays A loyalty program that offers rewards to frequent customers and a birthday discount Flash Sales in store and online Free gift with purchase (especially to generate buzz in boutique stores carrying our product) Internet Promotion Exclusive giveaways/contests, updates, discounts, etc for social media followers Customers who sign up for email newsletters receive an instant discount code Refer a friend and get a discount for each referral that makes a purchase (this is also a variation of personal selling)
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PRICING IN DETAIL 12
$38-104 TOPS $36-78 HATS
$48-136 SKIRTS
$42-136 BOTTOMS
$86-240 OUTERWEAR
$28-98 JEWELRY
$72-152 DRESSES 13
COMPETITOR PRICING 14
$20-550 TOPS $16-598 HATS
$38-398 SKIRTS
$28-458 BOTTOMS
$78-1,625 OUTERWEAR
$14-1,478 JEWELRY
$30-4,000 DRESSES
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IMPLEMENTATION, EVALUATION & CONTROL 16
Establish an open, honest policy of communication with retailers, employees, and manufacturers regarding customer feedback and satisfaction. Issue voluntary customer feedback on receipts and via email newsletters at the end of every sale and customer support exchange. Gather feedback each quarter to benchmark our overall customer satisfaction and assess room for improvement. Provide an easily accessible contact form for customers with comments, questions or concerns on our website. Gather test groups each season within our target market and outside our target market to gage current interest and explore potential room for expansion. Evaluate employees every 90 days to discuss new products, address comments, questions and concerns, and gather feedback on stores success. 17
ALL LOCATIONS CALIFORNIA - TWIG & WILLOW TEXAS - VOGE, ADELANTE, POE + ARROWS, GUNSLINGER, THE GYPSY WAGON ARKANSAS - FOXTROT, LUXE LOUISIANA - HEART + SOUL, HERRINGSTONES - MONROE, HERRINGSTONES LAFAYETTE, MIRABELLA, RUBY MISSISSIPPI - FROCK, SUNDIAL BOUTIQUE ALABAMA - SPLURGE, THE SHIRT SHOP, SIMPLY ELEGANT TENNESSEE - TWO OLD HIPPIES, SISTERS OF NATURE, WEST & COMPANY KENTUCKY - BELLA REGAZZA, CHO ON MAIN, JUNK PONY WEST VIRGINIA - INDIE SPARROW NEW YORK - URBN BOHO WISCONSIN - MOTHERLODE NORTH CAROLINA - JAQJILL, ATLANTIC BEACH SURF SHOP, SCOUT + MOLLY’S, EMLEIGH’S & MAMA B’S, KK BLOOM SLYFOX SOUTH CAROLINA - HAUTE HANGER, STEEL GARDEN, II BRUNETTES, DRIFT GEORGIA - KARMA BOUTIQUE, DISH, SWANK (TWO LOCATIONS), FERAL OUTFITTERS, GYPSY THREADS, THE HONEY BEE, PEACE LOVE & DECORATING, KARATS & KEEPSAKES, EMMA LAURA, ENVY, TRADITIONS, CITY MARKET FLORIDA - MERCANTILE, SHIPWRECKED, DRIFT, CA VA CHIC BOUTIQUE, OH MY GAUZE, TUNI, SCARLET MOON PUERTO RICO - BONET BOUTIQUE
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Q&A WITH MAMIE RUTH Q&A WITH MAMIE RUTH Q: WHO SPECIFICALLY IS YOUR TARGET MARKET? A: OUR WOMAN IS A FREE SPIRITED, YOUNG PROFESSIONAL WITH AN UNENDING LOVE FOR QUALITY CLOTHING. SHE APPRECIATES HER BODY AND CELEBRATES IT IN HER CASUAL LIFE! A MAJORITY OF OUR SALES FALL BETWEEN THE 18 - 49 CROWD. Q: DO YOU INVEST IN GOOGLE AD WORDS OR ANY OTHER SOCIAL MEDIA ADVERTISING? A: OF COURSE! I THINK IN THIS DAY AND AGE YOU ABSOLUTELY HAVE TO. THERE ARE SO MANY GREAT STORES ONLINE AND YOU’VE GOT TO FIND A WAY TO MAKE YOURSELF STAND OUT. IT’S SOMETHING WE’RE WORKING ON INCREASING DOWN THE ROAD. Q: IS THERE ANYTHING YOUR COMPANY IS DOING TO PROMOTE SUSTAINABILITY? A: ALWAYS! ASIDE FROM OUR MAIN FOCUS OF MAKING EVERY MAMIE PIECE IN THE USA (DUH!), WE TRY TO SOURCE A LOT OF OUR MATERIALS IN THE GREENEST WAY. FROM OUR PACKAGING TO OUR STORE DECOR, WE ARE ALL ABOUT PRACTICING WHAT WE PREACH!
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Q&A WITH MAMIE RUTH CONTINUED... Q: HOW DOES YOUR INTERNATIONAL BUSINESS FAIR CONSIDERING YOUR STRONG AMERICAN - MADE PRODUCT FOCUS? A: WE HAVE A PRESENCE, BUT I WOULD SAY IT’S A GROWING MARKET FOR US. WE ARE CURRENTLY IN ONE RETAIL STORE IN PUERTO RICO AND ONLINE WE SHIP FREQUENTLY TO CANADIAN CUSTOMERS, BUT IT’S DEFINITELY AN AMERICAN DOMINATED MARKET RIGHT NOW. WHEN WE GO TO MARKET FOR TRADE SHOWS WE MEET SO MANY AMAZING RETAILERS FROM ALL OVER THE GLOBE THAT ARE EXCITED ABOUT OUR EXCLUSIVELY AMERICAN-MADE PRODUCTS! THE POTENTIAL FOR GROWTH IS DEFINITELY THERE. Q: HOW OFTEN DO YOU DISTRIBUTE PROMOTIONAL OFFERS TO CUSTOMERS? A: NOT AS MUCH AS WE’D LIKE, BUT WE’RE WORKING ON IT! SO MUCH OF OUR FOCUS AND BUDGET HAS BEEN IN THE RECENT OPENING OF OUR OWN STOREFRONT (YAY!) THAT WE ARE DOING WHAT WE CAN TO MAKE THAT EXPERIENCE REALLY UNIQUE FOR OUR CUSTOMER. WE HOST A LOT OF EVENTS AND DO SOME FREEBIES, GIVEAWAYS, ETC AT THOSE. Q: WHERE DO YOU SEE MAMIE RUTH IN FIVE YEARS? A: I LIKE TO LEAVE THAT A LITTLE FLEXIBLE! WE STARTED WITH ACCESSORIES, THEN KIDS WEAR, THEN SHOWED A MEN’S COLLECTION AT CHARLESTON FASHION WEEK AND NOW WERE MOSTLY WOMENSWEAR! SO I THINK OUR POTENTIAL TO EXPAND INTO TOTALLY NEW MARKETS IS ON THE HORIZON. WE DEFINITELY WANT TO BE IN MORE AWESOME BOUTIQUES THAT SUPPORT OUR VISION AND EMBODY OUR CUSTOMERS WISHES AND DREAMS. WE’RE ALSO HOPING TO POTENTIALLY OPEN ANOTHER STOREFRONT AND OF COURSE EXPAND OUR ONLINE STORE TO REACH AS MANY OF OUR CUSTOMERS AS POSSIBLE! WE LOVE DOING POP-UP SHOPS AT FESTIVALS AND EVENTS THAT OUR GIRLS ATTEND. OUR STORES ARE LIKE OUR WOMEN; FREE-SPIRITED AND WANDERERS.
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Mikenna Rase, Maiya Plather, Jeremiah O’Leary, Jocelyn Norris, Cherish Riley, and Amber Nash 22