EFMM3002 MAJOR PROJECT 2011 - 12 BY DOREEN ROBERTS
0906816
AUTHORISED BY PHIL ROWLAND - UNIT TUTOR DISTRIBUTION CAROLINE GILBEY - COURSE LEADER MARY CARSON - UNIT LEADER UNIT TUTORS LAURENCE DAVIES CALINE ANOUTI KATHERINE BOXALL
Executive Summary Introduction
01 02
3.3 Price 21 - 22 3.4 Place 23 3.4.1 Distribution Strategy 24
1. The Proposal
03
2. The Company
07
The Marketing Mix
09
1.1 The New Product 04 1.2 Ansoff Matrix 05 1.3 USP 06
2.1 Mission Statement 07 2.2 Company Strategy 08
3.1 People 09 3.1.1 3.1.2 3.1.3 3.1.4 3.1.5
Marketing Typologies 10 Demographics 11 Economics 12 Psychographic Profile 13 Buying Attitude 14
3.2 Product 15 - 16 3.2.2 Product Categories 17 3..2.3 Range Plan 18 3.2.4 Sourcing Strategy 19 - 20
CONTENT
3.5 Position 25 3.5.1Price Style Matrix 25 3.5.2Competitors 26 3.6 Promotion 27 3.6.1 Advertising 27 3.6.2 PR 28 3.6.3 In-Store 29 3.6.4 VM 30 3.6.6 Semiotics 31 3.6.7 Branding 32 3.6.8 Online 33 - 34 3.6.9 Special Events 35 3.7 Persuasion 36
4. Business Planning 37 4.1 Capital Funding 38 4.2 Financial Drivers 39
5. SWOT Analysis 40 6. Conclusion 41 Appendices 42 -43 Bibliography 44
Overall there is a great reason for a brand extension for Hobbs brand. The market for girl’s wear shows they play an important part in the retail industry. Children today are being more self-aware when it comes to fashion and deciding what looks good on them. The current market shows the children’s wear market is profiting from the shift towards smaller and wealthier families, so mothers can afford to spend more on their children. Mothers have the same sense of fashion; want to be able to make their daughters look as stylish as they do when shopping. The proposal recognises the children wear market and aims at come to a conclusion in filling in the gap. The evidence that lead to this proposal came from primary and secondary research. The final Report concept is obtained in this report. It is really important to comprehensively analyse and also to evaluate when making a proposal idea when referring to Hobbs target market audience and competitors. This allows precise conclusions in order to evaluate its accomplishment as a brand.
EXECUTIVE SUMMARY 01
The purpose of this report is to explain in detail the new product offering in Hobbs retail store. Using available market research reports, statistics provided by Hobbs store observations, focus groups and looking at the market and surroundings macro environment, the aim of this report is to develop the new product for Hobbs Current customer and prudentially new.
The structure of this report is to provide information about the product, store environment, the branding of store, and how this would be successful in order to hit growth sales.
INTRODUCTION 02
THE NEW PRODUCT The Hobbs retail brand is known for their contemporary, stylish and tailored pieces for the mature woman. Women shop at stores like Hobbs because they’re after a tailored service and clothing that provides great quality and elegance. The introduction of Mini London by Hobbs would allow mothers with same sense of fashion to be able to make their daughters look as stylish as they do. “More women are delaying motherhood until their thirties, when they are financially secure and better positioned to splash out on their new arrivals.” Mintel, 2011
THE PROPOSAL 03
THE NEW PRODUCT Mini London by Hobbs aims to offer an exciting selection of high-quality and trendy young girls clothing at an affordable cost. The product will be aimed at female toddlers to young girls, with the age range being 2-9 years of age. Parents want quality clothing that will last and don’t mind paying more. “40% of parents spend between £80 - £100 on their children’s clothing every 2 – 4 weeks” The Girl’s collection will be fun, modern and playful. Mini London by Hobbs will be available for Spring/Summer 2013. The collection will develop into a full range and expand online and in- store.
The Gap A new girl’s wear range that will provide 2-9 year old girls with quality and stylish clothing. “78% of parents wanted fashionable and high quality clothing for their children.”
04
ANSOFF MATRIX
Product Current
The Mini London by Hobbs range will fall within Diversifation. This is due to the brand being an extension of the existing company but diversifying into a new market, children’s wear.
Current Market Penetration
Market Development
New
05
Product Development
Market
The decision to create a new name for this brand instead of using the Hobbs name is to differentiate the targeted market of the product range. Also the name fits in with the Hobbs customs and traditions as Hobbs is a proud British retailer and Mini London aims to encapsulate the essence and heritage already created by the Hobbs brand.
New
Diversification
USP
•Offering high contemporary stylish and tailored Garments for girls. •Beings innovation for mums to shop for their kid’s online. •Targets kids directly by engaging them with the brand in store and online, with a creative atmosphere.
06
MISSION STATEMENT Mini London by Hobbs aims to sell the highest quality children’s wear brand for 2-9 years. This exciting Collection will be fashionable for young girls at an affordable Price. We at Mini London by Hobbs create emotional connections with children through inspiring product design, unique store, and compelling marketing. Our purpose is to simply to be a leader in the specialty family clothing industry to make it easy for mothers and their kids to express your personal style throughout your life
THE COMPANY 07
COMPANY STRATEGY A method or plan chosen to bring about a desired future, such as achievement of a goal or solution to a problem. Mini London by Hobbs Company strategy is to plan the strategy effectively by increasing brand awareness. Making sales within store and driving traffic to our website. Understanding who are consumers are and what motivates them to buy. Build a strong brand loyalty around the mothers and children who they can trust. Build our PR and marketing database informing our consumers about news and what going in store. Build a friend-to-friend relationship with our mothers and children. This strategy will be achieved through effective PR and Marketing tools. The company Strategy is highly influenced by Hobbs current strategy, but mini London by Hobbs is also inspired by the successful business model of the Rubik’s cube. Global sales reached 15million last year, up 3 million over 2007.
08
PEOPLE
MARKETING MIX 09
MARKETING TYPOLOGY One main marketing typology for Mini London are the Generation X who are thirty-five up and has youthful attitude but also self aware enough not to get out of their comfort zone. They buy items that will last instead of fast fashion and they also prefer a brand they can trust. They are current Hobbs consumers who are consistently brand loyal
GENERATION X
THIRTYFIVEUPS
The Generation D is also Mini London target typology due to their consistent use of technology. This generation cannot remember a world without Internet. Their use of technology is an inherent not a learned part of life. The massive of technology in their young age shows a willingness and openness to innovation. Through their access to the Internet, they now have a global view of other culture and lifestyle, which they now emulate in their own style
GENERATION D
10
DEMOGRAPHICS
I have spoken to 50 people via questionnaires which have been handed out to both men and women. This resulted to parents spending more on their kids from 2- 9 year olds. When it comes to buying kids clothing they prefer causal daywear and good quality. 30% of the parents said “When buying clothes they prefer quality”
AB GROUP FEMALE GENERATION X - 35 UP GENERATION D INFANTS - JUNIOR (2 - 9 YEARS OLD) UPPER - WORKING CLASS FINANCIALLY STABLE
11
ECONOMICS Smaller and wealthier families, the trend for mothers to have children at an older age (with the average age for women to have their first child standing at 29.6 in 2010) when they are more financially secure and better poised to provide for their child, encourages a rise in spend per capita on children’s clothing (Mintel, 2012)
53% of Consumer represents 27.4m adults who bought children’s clothes last year
The trend for parents to have children later in life when they are better positioned financially who earn ÂŁ67,000 upwards are able to provide for a child results in an increase in spend per capita on childrens clothing. These shoppers are also more likely to have a more mature, sophisticated taste in children clothing than very young mums.
12
PHSYCHOGRAPHIC PROFILE
INNOVATORS The innovators and early adopters are the main psychographic profile for Mini London. This profile of consumers adopts innovation and new style quicker than the early majorities to the laggards. This means that this consumers like to see new interactive things when shopping and will quickly adopt to Mini London’s offering of in-store and online as well as app shopping experience.
EARLY ADOPTERS
13
BUYING ATTITUDE Meet the Glamourzites - Represents the young ambitious princess who loves to play dress up in her mother’s vintage mid- high heels. She is a girl who loves to shine wherever she goes. Her style brings creativity as she reveals a unique fashion sense. She is the ultimate disco queen.
Busy Bee’s - Represents the classy, individual young girl who knows what she wants. One of her goals in life is to be the best, especially in what she wears. It is all about being playful with the latest trends and spending lots of money on a large repertoire of fashion brands to feel great.
Like mother, Like Daughter - This girl inspires only to be like her mother. They are ultimately best friends and trust each other. The young fashionista is confident, unique and loves dressing up just like her mother.
SELF ACTUALISATION
ESTEEM LOVE/BELONGING SAFETY PHYSIOLOGICAL
14
PRODUCT Candy Rainbow The new product is called Candy rainbow. The collection is set to lauch spring/summer 2012. The collection features bright bold colours, to Tops, Dresses, Skinny fit jeans, Jacket, and blouse. When I hear the word “candy� I think of colourful and fun things. Candy land to me could be a land made of candy or it could just be a colourful land. I think of rainbow colours which target little children and we all know little children are EXTREMELY attracted to colourful objects, so those are the colours I used when putting my collection together.
15
PRODUCT Bella Rose The new Bella Rose collection is set to lauch Spring/Summer 2012. The collection features Soft colours, to Tops, floral Dresses, Skinny fit jeans, Jackets, and blouse. Bella Rose collections are made with long-lasting quality fabrics and well invested design to create beautiful heirloom clothing which at the same time maintains the integrity and innocence of childhood.
16
PRODUCT CATEGORY Mini London Product Quality and Desgin Ethos Our brands ethos is to produce 100% British, high quality modern kids wear clothing with a strong unique identity. We use innovative cutting principles to create new silhouettes, which are fun and enhance every child individual character. Every effort is focused on making each garment comfortable and practical and always fashionable.
17
Fabrics
100% Cotton 100% Cotton 65% Cotton, 35% Polyester 97% Cotton 3% Polyester
RANGE PLAN Range Plan for Candy Plain Lazy rainbow Womens S/S 2012-2013 Casual Surf Collection A/W 2012/13 STYLE
This range plan signifies style taking from the candy rainbow concept in the trend pack. Please see the trend pack for more concept
Blazer Jacket
SKETCH
FABRIC
COLS
SIZES
RRP
100 % Cotton Tweed
Yellow
2-9 YEARS
Cost Actual Margin Total Total Total Retail with 68% Cost achieved quantity Cost £59.00 £18.88 £18.40 68.81% 400 £7,360.00 £23,600.00
Total Margin 68.81%
2-9 YEARS
£39.00
£12.48
£12.00
69.23%
500
£6,000.00
£19,500.00
69.23%
2-9 YEARS
£29.00
£9.28
£9.00
68.97%
400
£3,600.00
£11,600.00
68.97%
Red
Trousers
Skirt
100 % Cotton Corduroy
Red
lining: 100% viscose fleece
Yellow
100 % Cotton Tweed Purpule
Dress
100 % Cotton Denim
Pink
2-9 YEARS
£49.00
£15.68
£15.00
69.39%
300
£4,500.00
£14,700.00
69.39%
Cardign
100 % Cotton
Yellow
2-9 YEARS
£30.00
£9.60
£9.00
70.00%
300
£2,700.00
£9,000.00
70.00%
Jeans
100 % Cotton
Green
2-9 YEARS
£25.00
£8.00
£7.00
72.00%
450
£3,150.00
£11,250.00
72.00%
TOTAL
£383.00 £122.56 £117.56 69.50%
2,790 £32,271.00 £105,790.00 69.50%
18
SOURCING STRATEGY HOBBs manufactures their garments in countries such as China and Turkey. These countries have proven a good sourcing marketing for Hobbs. For the sub brand Mini London, will be manufactured in China. This is due to the countries global strength and high demands from retailers. This country can manufacture clothes confidently for retailers while retain good relationship.
Through research and buying trips Hobbs, will manufacture with Shinning Hubs a Chinese children’s clothing manufacturer with quality products.
19
SOURCING STRATEGY
20
PRICE
This pricing structure is set out to how Mini London Competitors will go about structuring their product ranges. The price Band Matrix is also linked to foucs group and questionnaies. This shows that my conumers are willng to spend money on their children clothing. Out of 50 people i surveyed, 40% of them are willing to pay for the product.
Product Range
Entry Point
Mid Point
Exit Point
Dresses
£ 49.00
£59.00
£69.00
Tops
£ 30.00
£40.00
£59.00
Trousers
£49.00
£59.00
£69.00
Skirts
Jackets
21
£29.00
£35.00
£35.00
£40..00
£45.00
£59.00
PRICE The price compared to competitors shows Mini London by Hobbs main competitors are: Hucklebones, K for keeps and Little Duckling. The pricing Structure shows their Performance range. Hucklebones has the highest pricing structure as shown in their product category due to their service offering.
Dresses
£39.00 -£65.00
£30.00-£69.00
£29.00-37.00
Tops/Knitwear
£29.00- 49.00
£29-£49.00
£34.00- £38.00
Trousers
£30.00 -£49.00
£38.00-£40.00
£38.00- £45.00
£25.00-£25.00
£27.00-30.00
Skirts
£30.00 -£30.00
Coats
£75.00-75.00
22
Hobbs has 160 store thought out England, Scotland and Wales and within the stores will launch the sub brand Mini London in the top 10 cities as shown below.
PLACE
This cities includes the 3 main Hobbs flagships stores such as Covent Garden, South Molton St, and Regent St These top 10 stores are in the right location as it means easy access for Hobbs and Mini London consumers through out the United Kingdom. The product will also be launched online and by year two, Mini London can then expand into more stores as it continues to gain brand awareness and sales.
Glasgow
Manchester (King St) Birmingham Covent Garden South Molton St Regent St
Cardiff
Brighton Guildford Cheltenham
23
DISTRIBUTION STRATEGY
GOING
RETAILERS
The new product will go into the 10 main stores as shown on the map. These are within the regions of Scotland, Central, London, wales, North and South East of the United Kingdom. Apart from these stores being the largest in the main tourist attractive areas, especially the flagship stores in London such as Regent st, Covent Garden and South Molton st. In other to ensure effective distribution to the top ten stores, the products will travel from the manufacturer in China to the Hobbs warehouse from there the right quantity of garments will be sourced and then be distributed to the ten stores, which will then be sold to the consumers
IN-STORE
CONSUMERS WAREHOUSE
AND
ONLINE
MANUFACTURING
INI 24
PRICE/STYLE MATRIX The price band/style matrix shows where the new sub-brand Mini London will sit against its new competitors who have been identified as Hucklebones, Little Duckling and Emma Levine kidswear. Mini London by Hobbs is plotted in the high price, high fashion part of the matrix to show its promotinal strategy as a brand. This means Mini London by Hobbs will offer good value against their competitors.
High Price
Mini London
BY
Classic
POSITION 25
High Fashion
Low Price
COMPETITORS Mini London
BY HOBBS
Mini London by Hobbs will be in a lot of competition against their key competitors. Mini London will have to fibd new ways in oder to stay on target. Mini London will beat their competitors by offering their customers good quailty clothing, Our Mission Mini London by Hobbs aims to offer an exciting selection of high- quality fashionable young girls clothing, at affordable cost, with our focus being 2-9 years of age. Looks for new ways to connect with its customers across the UK to provide value. Our Mission is to offer Each season offers new, specially created prints that are exclusive to Hucklebones and designed ‘in-house’ from our London based studio. Hucklebones printed silk uses dyestuffs that are EU made and have a low environmental impact Treats Only competitor that offers attractive styles. Our Mission is to offer high quality products with clothes made out Other finest fabrics and materials. Treats High market share, very well known.
Branding - personally i feel has strong branding in the everyday basics, from casual to work wear etc.Quality - consumer trust in quality is built. Treats High brand awareness of the product and offers great styles.
26
ADVERTISING For Advertising, Hobbs will use public signs such as buses, posters, store leaflets, tube signs and store window to inform the public about Mini London. Other means of media advertising will be through Facebook, twitter and through magazines such as Vogue, Elle and the red. All this methods will be effective for Mini London consumers as the mums are regular magazine readers and same as the Generation D
PROMOTION 27
PR Mini London by Hobbs will be creating, collaboration with vogue kids and junior Magazine, to feature the new collection from Mini London by Hobbs kids range. The PR Campaign will be held at Hobbs London in Regent street store. On day of the campaign event, there will be a host of celebrities, press and photographers and also children at this event. Mini London by Hobbs will be doing a competition in winning some vouchers worth £150 pounds to spend on the new collection. This Campaign will also be featured on their Facebook page and online. The purpose of the event is to: • • • •
Direct commutations and engaging with consumers Create an awareness of the brand extension and the story behind Mini London by Hobbs. Build an atmosphere and impression to customers Raise awareness about Mini London by Hobbs PR strategy, and provide an opportunity for social networking through comments from the events.
28
IN-STORE
29
VM
30
SEMIOTICS The original Mini London by Hobbs DNA lives in London. The logo represents the brand that is designed and considered to suit children from all aspects of their lifestyle. Mini London by Hobbs has a distinctive style and feel to its brand name, making you feel comfortable and relaxed when shopping in store or online. The logo incorporates with Hobbs London keeping the logo simple and sticking to its heritage brand. Mini London by Hobbs logo style is classic timelessness, key to all Mini London product range.
I organised a mini focus group asking the parents what they thought of the new Mini London by Hobbs logo.
(Sarah, 42) ‘’I love Hobbs clothing, the garments are quality, their prices are really reasonable, this logo fits in with Hobbs brand.’’
MINI LONDON BY 31
BRANDING Mini London consumer are
Consumer Believes
How Mini London make them feel What Mini London does for the consumer
Key ingredients in the benefits of Mini London
Brand USP
Elegant Loyal
Personality
Quality Everlasting Value Confident Trust Engaging
Creative Online Convenienience
Quality Comfort Beneficial
Offering high contemporary stylish and tailored Garments for girls. Beings innovation for mums to shop for their kid’s online
ENGAGING, CREATIVE, INNOVATION
Values
Emotional Benefits
Physical Benefits
Attributes
Positioning
Essence
32
ONLINE The link on Hobbs webpage shows the new Mini London shop which consumer can click on to direct them to Mini London’s main homepage.
33
Departments
Brands
Mini London
Outlet
New & Style
Blog
ONLINE This shows the homepage of Mini London shopping site. On this page you will also find links to Mini London’s Facebook and Twitter page
Departments
Brands
Mini London
Outlet
New & Style
Blog
Mini London By
s HOBB
34
SPECIAL EVENT Mini London will be holding a children’s party where there will be a host of famous and fashionable parents and their stylish children. This party is to promote Mini London collection. On the day of the launch Mini London By Hobbs will be whipping up a playful family atmosphere, on Wednesday 12th February from 10am-5pm. The launch of mini london by Hobbs, will be hiring a photography studio in Ladbroke Grove and laying on Shetland pony rides, a Helter-Skelter slide, a car-racing track, a bouncy castle, face painting and plenty of cakes, popcorn, and ice cream. Kate Moss, Liberty Ross, Laura Bailey, and Bay Garnett will also be invited, with various offspring, to join in the sugar-rush hysteria with a chance to see “mini-me” collection by Hobbs London. Mini London by Hobbs will be giving away goodie bags containing mini London new kids bag and sweets.
35
PERSUATION
The new sub-brand Mini London by Hobbs which is founded by Hobbs London department stores and online will offer an exxciting selection of high- quality and trendy young girls clothing at affordable cost. The new product is to offer a platform to promote and position the company as a whole. Mini London by Hobbs targets existing and new customers in their new product offering. This would generate higher levels of profits and a different dimension of interst. The new range will look at experiential retalilng created through inspirational spaces and new visual merchandising in store. This will be a beatiful shopping experince for mothers and their children to enjoy. The new brand extension for Mini London by Hobbs intends to persuade the target customers to have Disire for the product.
36
In January 2011 Pre-tax profits rocketed from £2.9m to £6.9m as Hobbs focused on cost control, while turnover in the period rose 12.2% from £91.3m to £102.5m, after the retailer, strong sales growth across its stores and direct channels. Hobbs brand is launching a new men’s wear range in 2012, which brings their total to 60 standalone stores across the UK, also sub-brand N.W.3 will be launching six new stores in the same year
BUSINESS PLANNING 37
CAPITAL FUNDING YEAR ONE
Shows a profit of £727,154.00 as a closing bank balance from the 12-month clash flow. Below shows a break down analysis of this. The total Investment on Mini London the 1st year - £466,000 this will be paid back monthly to Hobbs in year two Sales in the 1st year - £105,790.00 According to the range plan the total sale for the first year has been calculated for the 10 stores set to sell the range and in the first year. No Revenue There will be no revenue as the department will be under Hobbs, which is the main investment supplier. Wages on 1st year - £11,300.00 Staff will be employed and trained in the 10 stores specifically in product knowledge and customer advisor Design cost - £10,600.00 Hobbs will employ e designer that will work with the existing in house team to create contemporary ranges for the target consumers. PR
-
£35,750.00
Marketing - £27,200.00 The sub-brand will make use of signs, posters, and social media, Internet for advertisement in the first year. Leaving spending for launch, sponsorship events, and magazines collaborations with designers
Internet - £26,300.00 Money will be spent on Internet due to the online shopping and the needs of constant monitoring, and maintenance. Also offering customer service to the online shoppers. Photography - £24,200.00 Samples - £1,900.00 Travel - £8,300.00 Photography expense is for online images, this will occur when online images needs to be updated. Less expense on samples and Travel as this only occurs during new range plan Stock - £32,271.00 The pricing derived from the total cost in the range plan. This cost shows the total amount for the 10 stores Storage - £2,265.00 Insurance - £1,780.00 Public Liability Insurance - £250.00 Accounts - £1,500.00 Postage and Packaging - £20,900.00 Phone - £935.00 Printing under Hobbs expense Overhead - £1,350.00 Other expenses will be less, as it will only be a contribution from the Mini London brand and other brands under Hobbs.
YEAR TWO The closing balance from Year one, which is £727,154.00 Will be carried over to the second year to cover all expenses on new range and service as well as overheads. The range will be expanded in to the rest of Hobbs stores and concessions by the second year making accessibility easy for the rest of the UK population.
38
FINANCIAL DRIVERS The main financial drivers for the Mini London are Blazer Jacket Trousers Skirt Dress Cardigan Jeans Total Sale 1st year - £105,790.00 Total Stock Cost 1st year - £32,271.00 (1st year) Product will be sold in top 10 stores and online (2nd Year) Product will expand into rest of Hobbs store (3rd Year) Mini London will increase its target age to Teens and expand to accessories
39
STRENGTH
WEAKNESSESS
Recognised brand extension of Hobbs Women’s wear.
Location of your business
Located in 10 of Hobbs flagship stores.
Unknown brand name will
Mini London will advertise via Vogue and Grazia magazines, as well as Apps on mobile phone and on-line services.
Competitors
Superior technology in our business The brand has managers who are highly experienced Innovative sales techniques Quality products Good customer service
OPPORTUNITIES Expanding the brand in major cities Leverage the growth of the Internet to enhance business Moving into new market segments that offer improved profits Career opportunities
SWOT ANALYSIS
Threats Rent can go up reducing our margins Young Changing fashion trends may push away existing consumers away from our clothing line. My competitors might have better pricing strategies
40
To conclude as proven from the market reserach, the proposal of a brand extension for Hobbs London in to Mini London by Hobbs market is in demand. With innovations and popularity of on-line applications and social networking sites, the launch strategy for the product is both relvant and comerical. One main marketing typology for Mini London are the Generation X who are thirty-five up and has youthful attitude but also self aware enough not to get out of their comfort zone. They are current Hobbs consumers who are consistently brand loyal The Generation D is also Mini London target typology due to their consistent use of technology. The massive use of technology in their young age shows a willingness and openness to innovation. Through their access to the Internet, they now have a global view of other culture and lifestyle, which they now emulate in their own style Over all Mini London is to offer the Generation X and D an exciting and engaging shopping experience where the mothers and daughters can shop together. Mini London by Hobbs aims to offer an exciting selection of high-quality and trendy young girls clothing at an affordable cost.
CONCLUSION 41
Annual Profit/Loss Statement
Year 1
RECEIPTS. Sales Other revenue Investment
Per Annum £105,790.00 £0.00 £466,000.00
(A) Total Receipts. LESS PAYMENTS Wages Design Costs Repayment of Loans PR Marketing Internet Photography Samples Travel Stock Storage Insurance Public Libability Insurance Accounts
£11,300.00 £10,600.00 £35,750.00 £27,200.00 £26,300.00 £24,200.00 £1,900.00 £8,300.00 £32,271.00 £2,265.00 £1,780.00 £250.00 £1,500.00
(B) Total cash payments.
£20,900.00 £935.00 £0.00 £1,350.00 £3,912.00 £210,713.00
(C) NET CASHFLOW (A-B)
£361,077.00
(D) Opening bank balance.
£366,077.00
Closing bank balance. (D+C)
£727,154.00
Postage & Packaging Phone Printing Overheads (rent, power, etc) Stationary
APPENDICES
£571,790.00
42
Mini London Monthly chart 2012 Figures should include VAT Jan
Feb
March
April
May
June
July
Aug
Sept
Oct
Nov
Dec
Total
RECEIPTS. Sales
£0
£30,000
£10,000
£5,200
£5,090
£10,000
£10,000
£5,500
£5,000
£5,000
£10,000
£10,000
Other revenue
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£450,000
£10,000
£6,000
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£450,000
£40,000
£16,000
£5,200
£5,090
£10,000
£10,000
£5,500
£5,000
£5,000
£10,000
£10,000
£0
£0
£500
£1,200
£1,200
£1,200
£1,200
£1,200
£1,200
£1,200
£1,200
£1,200
£0
£1,600
£1,600
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
Investment (A) Total Receipts.
£105,790 £0 £466,000 £0 £571,790
LESS PAYMENTS Wages Design Costs £0 PR Marketing Internet
Travel
£1,800
£1,800
£2,000
£0
£3,250
£3,250
£3,250
£3,250
£3,250
£3,250
£3,250
£3,250
£3,250
£3,250
£3,250
£0
£4,200
£2,300
£2,300
£2,300
£2,300
£2,300
£2,300
£2,300
£2,300
£2,300
£2,300
£3,200
£3,100
£2,000
£2,000
£2,000
£2,000
£2,000
£2,000
£2,000
£2,000
£2,000
£2,000
£2,000
£0
£0
£2,000
£0
£600
£0
£600
£0
£12,000
£7,000
£100
£100
£100
£100
£100
£200
£200
£200
£200
£200
£200
£200
£2,000
£400
£400
£500
£500
£400
£400
£1,500
£600
£400
£500
£700
£5,000
£5,000
£5,000
£2,000
£2,000
£2,000
£2,000
£2,000
£2,000
£2,271
£3,000
£247
£180
£206
£206
£226
£200
£200
£200
£200
£200
£200 £175
Photography Samples
£1,800
Stock Storage Insurance
£0
£30
£175
£175
£175
£175
£175
£175
£175
£175
£175
Public Insurance
£0
£0
£250
£0
£0
£0
£0
£0
£0
£0
£0
Accounts
£0
£0
£0
£500
£0
£0
£500
£0
£0
£500
Package and Postage
£0
£0
1,500
2,700
2,000
1,500
1,800
2,100
2,800
2,100
2,100
2,300
Phone
£0
£0
£170
£85
£85
£85
£85
£85
£85
£85
£85
£85
Overheads
£0
£0
£65
£65
£65
£165
£165
£165
£165
£165
£165
£165
Stationary (B) Total cash payments. (C) NET CASHFLOW (A-B) (D) Opening bank balance.
£0 £0
£11,300 £10,600 £0 £35,750 £27,200 £26,300 £24,200 £1,900 £8,300 £32,271 £2,265 £1,780 £250 £1,500 £20,900 £935 £1,350
£0
£1,312
£100
£100
£300
£300
£300
£300
£300
£300
£300
£300
£5,300
£19,639
£17,590
£19,781
£16,181
£15,601
£15,175
£17,275
£15,875
£16,675
£26,746
£24,875
£3,912 £210,713
£444,700
£20,361
-£1,590
-£14,581
-£11,091
-£5,601
-£5,175
-£11,775
-£10,875
-£11,675
-£16,746
-£14,875
£361,077
£5,000 £449,700
£470,061
£468,471
£453,890
£442,799
£437,198
£432,023
£420,248
£409,373
£397,698
£380,952
£366,077
£468,471
£453,890
£442,799
£437,198
£432,023
£420,248
£409,373
£397,698
£380,952
£366,077
£727,154
D= previous month balance carried forward Closing bank balance. (D+C)
43
£449,700
£470,061
<http://www.drapersonline.com/hobbs-reveals-nw3-store-plans/5003631.article#.T7rpu65wa2c >(10th May, 2012) <http://www.emmalevine.net/>(10th May, 2012) <http://econsultancy.com/uk/jobs/head-of-ecommerce-13 >(10th May, 2012) <http://www.followmyfashion.co.uk/brands.php>(10th May, 2012) <http://www.followmyfashion.co.uk/brands.php >(10th May, 2012) Future lab 2011 < http://www.hobbs.co.uk/> (10th May, 2012) <http://www.hucklebones.co.uk/> (10th May, 2012) <http://www.little-duckling.co.uk/> (10th May, 2012) <http://locations-london.co.uk/location-house/jaeger-shooting-at-atkin.html/attachment/415_jaeger-logoblack >(10th May, 2012) <http://www.marylebonevillage.com/en/christmaslights2011/tombola.cfm > (10th May, 2012) <http://www.openinghours.net/shop+hobbs.html (10th May, 2012)
BIBLIOGRAPHY 44
By Doreen Roberts