REFORMATION ATLANTA
Company Profile
•
Reformation was established in 2009.
•
Focus: Sustainability
•
Goal: To create limited edition collections that relate to the latest fashion trends
and providing these collections to consumer within a few weeks to consumers. •
Use of vintage and sustainable fabrics to incorporate green practices.
Brand Statement “Our company’s name touches on our mission to disrupt the status quo and revolutionize fashion. To inspire our customers to join us, we tell them everything. By sharing every piece of our process, we hope to change the way people think about fashion by showing that fashion can be green without sacrificing any element of design. “Join the Reformation”
REFORMATION ATLANTA
Reformation Atlanta Pop-up Shop
-
4 weeks open to consumer
-
Location: Ponce City Market
-
300 square feet
-
Weekly assortment plans
-
Offer wide range of Reformation styles and products.
Critical success factor
•
Location: High foot traffic, being in the right area and surrounding shop by right retailers or nearby business.
•
Pin pointing consumer: knowing and supplying needs within the industry to appeal to target market.
•
Constant updating and review of inventory to obtain weekly sales objectives
•
Provide customs with excellence in customer service.
•
Provide a sustainable appearance within product and performance.
Management Plan
Management Team Maria Jose Reyes - Marketing Director Ashlan Riess - Financial Director Shuang Yuan - Visual Director
REFORMATION ATLANTA
Management Plan Management & personnel compensation
1 Manager
2 Assistant managers
1 Sales associate
We will have full-time managers and part-time sales associate.
Communication
Management & personnel compensation -
Internal emails
-
Daily meetings before/after opening
-
IPad to make internal communication between employees better
-
General Managers are the decision makers in our store.
Marketing Plan
-
Women’s apparel industry
- Eco-Label -
Recycled/sustainable material
-
Made in America
Target Market CONSUMER PROFILE REFORMATION
•
Age: 23-35
•
Upper Middle Class
•
Enjoys nature, traveling, art and fashion
•
Aesthetic: elegant, romantic, simple
•
Atlanta based (Midtown, Ponce, Buckhead)
•
Job Description: High Museum Curator
•
Income: $80,000- $100,000
•
Marital Status: Single
•
Style: Casual, natural, trendy, clean
Market
Needed a label that offered affordable fashion forward items, trendy cool pieces, with the concept of sustainability in every aspect and process of its production.
Competitors
- Rag&bone - COS - Zara - Topshop - H&M - Theory
Advertising & Promotion
REFORMATION
REFORMATION ATLANTA APR 15TH - MAY 15TH, 2016 675 Ponce de leon Ave Ne, Atlanta, GA 30308 #JOINTHEREFORMATION
INSTA_2.indd 1
BILL.indd 1
ATLANTA BABE
ATLANTA POP-UP SHOP
POP-UP SHOP
11/10/15 7:10 PM
11/10/15 7:02 PM
- Emails
-
Reformation Blog
- Ad’s
-
Bloggers & celebrities
-
-
Social media
Online/paper magazines
Advertising & Promotion
ATLANTA DON’T WORRY BE SEXY Reformation Clothing
APR 15TH - MAY 15TH, 2016 675 Ponce de leon Ave Ne, Atlanta, GA 30308 #JOINTHEREFORMATION
Atlanta Pop-up Shop
Check out the pop-up shop at Atlanta: April 15- May 15
Advertising & Promotion
ATLANTA DON’T WORRY BE SEXY APR 15TH - MAY 15TH, 2016 675 Ponce de leon Ave Ne, Atlanta, GA 30308 #JOINTHEREFORMATION
Reformation Website Home Page
Promotional Events
YOU ARE CORDIALLY INVITED TO ATTEND A GIRL’S NIGHT HOSTED BY
REFORMATION TO CELEBRATE THE OPENING OF THE POP-UP SHOP
REFORMATION ATLANTA
THURSDAY, APRIL 14, 2016 8 O’CLOCK IN THE EVENING
675 Ponce de leon Ave Ne, Atlanta, GA 30308 APR 15TH - MAY 15TH, 2016
Promotional Events
REFORMATION ATLANTA
Merchandising/Product Plan
WEEK ONE
Merchandising/Product Plan
WEEK TWO
Merchandising/Product Plan
WEEK THREE | FOUR
Merchandising/Product Plan
Shopping Bag
Brick-and-Mortar Location Plan
Brick-and-Mortar Location Plan Physical Location Ponce City Market (675 Ponce de leon Ave Ne, Atlanta, GA 30308)
Reformation hours of operation: Monday - Saturday : 10:00 AM to 9:00 PM Sunday : 12:00 AM to 6:00 PM
Store Design
REFORMATION STORE MOOD BOARD
Store Design
fitting room
fitting room stockroom
check-out table
window
mannequin display
dress dispaly
accessories
dress dispaly
Pants\Skirt\T-shirt Table
window
Store Design
Outdoor Signage
Store Design
Financial Plan Sales Forecast:
Start Up & Working Capitol Sales Forecast: 69,066 Rent Electricity & Gas (Included in Rent) Phone & Internet (Covered by Corporate) Merchandise Furniture & Fixtures Event Cost In store Activity (Sales Personnel) Bags, Tissue etc. Shrink Markdowns
TOTAL: Break-‐‑ Even Analysis Gross Margin = Net Sales – Cost of Goods Gross Margin %= (Gross Margin $/ Net sales) 100 Break Even= Fixed Expenses/ Gross Margin % Pro Cash Flow Statement Retail Total-‐‑ Working Capitol Weekly Cash Flow (Retail Total-‐‑ Working Capitol)/4
9,000 0 0
21,228 8,000 700 5,500 300 705 1410
46,843 47,838 69,066-‐‑ 21,228 69% (47,838 /69,066) 100 35,514 24,505/69% 22,223 69,066-‐‑46,843 17,266.5 69,066/4
SEE YOU SOON, BABE
REFORMATION ATLANTA