By Makala Mulder & Stefania Sandoval
Nasty Gal • Sophia Amoruso (Founder & CEO)
• Named by Forbes as “Fashion’s New Phenom”
• Began through eBay
• Created her own website: Nasty Gal • Worth over $100 million+ • 350+ employees • Click & Mortar • Just opened two stores
• A mix of vintage pieces
• The brand's own line, along with a curated mix of on-brand designers. • Selling a lifestyle
• Nasty Gal only buys limited runs of clothing • not stuck with inventory that won’t move
• Sells 93 percent of the inventory at full price • Unheard of in fashion retail, usually a third of goods are marked down.
• Ready-to-wear accounts for 30% of sales • Shoe Cult: brands own shoes
Target Market • Trendy, quirky women of 18 to 24
• “She’s cool but not too cool for school. She’s pretty but not so pretty, she looks like a bitch.”
• Nasty Gal’s message is one of female empowerment and discovery
• “I want to make girls smarter and to create a community that can have conversations”
Niche Market • Vintage fashion • City girls
• LA Style
• Lifestyle brand • • • • • •
Successful Wealthy Comfortable Happy Young Fierce & free
SHOES
YRU Dream Sequin Platform - Gold $120.00
Chiara Ferragni Kimye Suede Sneaker $408.00
Jeffrey Campbell Zeppole Suede Platform $175.00
Jeffrey Campbell Furious Suede Sneaker $150.00
UNIF Dame Leather Platform $182.00
Jeffrey Campbell Nebula Platform $162.00
Competitors: Urban Outfitters
Vagabond Dioon Fisherman Platform Sandal $140
Jeffrey Campbell Nando Wool Platform Sneaker $80
Vagabond Kayla Leather Oxford $155
Adidas Originals Pro Model Sneaker Shelly's London Meagan Platform Heel Boot $80 $160
Jeffrey Campbell Leather Lita Boot $159
Enticing the Customer
“My customers are curious about the world; they know that Nasty Gal is about making your life more than the sum of its parts. It’s not enough that girls are supposed to only be into fashion and that’s it.”
The Stores
Melrose, California
Santa Monica, California
Six Month Plan
Assortment Plan
Assortment Plan
Assortment Plan
Works Cited • https://www.pinterest.com/makalakatherine/ • http://girlboss.nastygal.com/sophia-amoruso/ • http://www.nastygal.com/ • http://www.urbanoutfitters.com/urban/catalog/cat egory.jsp?id=WOMENS_SHOES&cm_sp=NAV_HOVE R-_-WOMENS-_-WOMENS_SHOES#/ • http://blog.newscred.com/article/just-for-us-girlsnasty-gal-and-free-peoples-content-marketingsuccess/50137c76b1bffb8df14df670eb9519eb • Clodfelter, Richard. Retail Buying: From Basics to Fashion. 4th Ed. New York: Fairchild, 2012. Print.