Contents Executive Summary_ Company Summary_ Market Analysis_ Target Consumer_ Store Location+Design_ Product_ Bibiliography_
Executive Summary A proposition for a pop-up shop for women’s clothing brand, Reformation. With research and analysis, we’ve chosen a location, based on a proper demographic, where we believe our Reformation pop-up will flourish best. Furthermore, we’ve designed a temoprary store to mimick the brand’s personality and include all the proper amenities for today’s modern shopper.
Reformation currently has 500 employees working in their three locations in New York, Los Angeles and their factories.
Company Summary Reformation is a women’s clothing brand made for the cool lady. Effortless silhouettes in the trendiest of styles create serious ‘it’ girl vibes. The Reformation woman is smart, sexy and cares about the environment. Don’t worry, we want to be her, too.
Reformation’s revenue is approximately $25 million, with a majority of the sales being online revenue. They produce 70% of their clothing in the United States at their factory based in Los Angeles.
Reformation’s Mission Meet Reformation’s Founder: Yael Aflalo After a year of fashion design school in Los Angeles at 21 years of age, Yael Aflalo created her first fashion line, Ya-Ya. Horrified by the vast amount of pollution after a factory visit in China, she began repurposing vintage pieces. As a side project, Aflalo started Reformation in 2009. She wanted to create clothing that she, and ultimately cool girls everywhere, would wear with as little production waste as possible. With its stylish collections and sustainable initiatives, Reformation and its chic cult following continue initi to grow immensely.
“To make effortless silhouettes that effortless silhouettes that celebrate the feminine figure” celebrate the feminine figure.”
Design Mission
Reformation finds the proper fit of clothing extremely important. Ranges of sizes include the standard sizing for women as well as a petite range for women under 5’4”.
Communication
With 200,000 Facebook likes and 580,000 Instagram followers, Reformation has a large social following. Posts across their social platforms, including Pinterest and Tumblr, promote new collections, share media write-ups, and establish the brand’s “cool girl” persona.
The Website
thereformation.com
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$1.6 million in online sales Online sales represent 65% of all revenue
Cu rre n t Di st rib u ti o n Re f o rmat ion s el l s d i re ct l y t o t h ei r c u s t om er s an d n ot t o ot he r s t ores. Refor m at i o n m a ke s a b ou t $6 0 m i l l ion in e-com m e rc e s a l es a n d $ 3 m i l l i o n i n s a l e s a n n u al l y f o r ea ch s t o re. B e c a u se t h e y a re a p ri v at el y - o wn ed c om p an y, t h ey do n o t e n g ag e i n a n y l i ce n se s , fran ch i s es , j o i n t ve n t ure s , e tc .
â&#x20AC;&#x153;Fashion is the third most polluting industry in the world, we are here to clean it up!â&#x20AC;?
Sustainable Practices
Reformation is a B-Corporation. It uses the power of their business to solve social and environmental issues in society. They meet rigorous standards of social and environmental performance, accountability, and transparency. By starting at the source, their HQ and production factory in L.A. executes sustainable practices. Practicing what they preach, they opened the first sustainable sewing factory in the U.S. with their anti-waste production. The waste water that comes off the production line is filtered to the on site garden where green-thumbed employees are encouraged to grow fruits and vegetables.
The stylish design studio is equipped with vintage furniture, mason jars for drinking glasses, and reusable utensils in their kitchen. By incorporating better practices in their supply chain, theyâ&#x20AC;&#x2122;re able to make beautiful clothing while still having a positive impact on the envrionment.
The RefScale Reformation takes all cost into consideration when making new clothing, not just the price tag. The RefScale measures and tracks the environmental footprint of the company and all the clothing made. It measures the pounds of carbon dioxide emitted, the pounds of waste produced, and also the gallons of water used for production. By doing this they are able to calculate the how their products reduce the impact on the environment and compare it to other products that are made in the U.S., literally showing no shame in their game. When a consumer orders or buys a product, the RefScale is provided for that individual item so that everyone is able to see how they are contributing to the reduction of waste and reducing that cost of fashion on the envrionment..
Reformation Brand as a...
Symbol
Pe r s o n Sexy Fe m i n i n e Confident Effortless
“ We make killer clothes that don’t
Eco-Friendly
k i l l t h e e n v i r o n m e n t .”
Sustainable
“Change the World Without Changing Your Style.”
Reduce, Reuse, Recycle Repurposed Vintage Edgy Relevant
Organization
Market Analysis
Pro d u c t
SWOT ANALYSIS
Strengths
Weakness
Opportunities
Threats
- Strong marketing campaigns delivering the message of sustainability
- The price of a sustainable practice makes the clothing more expensive
- Brand has the ability to expand as more stores
- Other companies and brands breaking into sustainable fashion
- Limited stocked items keeps high interest and demand, along with high inventory turnover
- Providing limited stock of items and selling out quickly results in loss of potential purchases
- Development of new sustainable fabrics such as virgin material
- Other companies and brands following a similar aesthitic and providing styles at a cheaper price
- Fast fashion with an eco-concious business model - Celebrity followings, loyality, and brand collaborations - Reformation is B-Corporation -The RefScale and RefRecycle programs give the company transparency
- Trend evolution; sustainable and eco-friendly trend falling out
Price
Price + Accessibility Matrix
Accessibility
Direct Competitors
These brands are direct competition to the Reformation pop-up shop because they are located in the Lincoln Road mall. Club Monaco and Madewell are within the same price range as Reformation and also have the same trendy aesthitic that the Reformation girl is looking for. Zara is a direct competitor due to their fast fahsion module that gives consumers the newest and most popular trends at a lower and reasonable price compared to Reformation. Intermix is a shop in the Lincoln Road mall that carries other competitors such as Rag & Bone in their mix of designer brands in store.
Indirect Competitors
Brands such as H&M, Express and Urban Outfitters are indirect competitors to our Reformation Pop-Up shop because they offer similiar styles at a lower price, without the sustainable conscious in mind. The Miami Design District is also an indirect competitor due to the fact that it is a completely seperate shopping district within 20 blocks from the Lincoln Road Mall. The Miami Design District carries luxury brands such as Gucci, Saint Laurent, Versace, and Burberry. This range of high luxury and fast fashion brands serve as indirect competition to where our target market may shop as an alternative to Reformation.
PESTEL ANALYSIS Political
New government regulations on imported goods under the new prsident, although Reformation manufactuers in the US a small perecent is still manufactured through third parties
Economical High demand for luxury items Incresing stability within economic market and increase of the NYSE since the new presidency has taken over Increasing budget deficit puts the economic prosperity of country at risk as the deficit currently amounts to $506 million
Technological
New innovation to repurpose and reuse and recycle old materials into new products The potential for automated factories in the future could effect the production of Reformationâ&#x20AC;&#x2122;s goods in their US factories
Environmental The tourism in the Summer is higher than in the Winter, therefore business will thrive more during the Summer months
Legal Labor Regulation and how employees are treated is carefully monitored in all retail businesses Taxes: The combined sales tax rate for Miami, FL is 7%. This is the total of state, county and city sales tax rates. In Miami-Dade county, the location of the pop-up shop, the tax rate is 1% Within city limits our tax receipt is $45.00 with an additional 4.50 for the extra employee, $total $49.50
Social Lincoln Road and Miami Beach are tourist areas with people who have extra money for expenditures such as shopping The average household consists of two people with steady income, and use extra income for the finer things in life Miami is known as a melting pot of Hispanic Immigrants from the Carribean and Cuba
Target Consumer â&#x20AC;&#x153;Drink More in January, Workout the Same & M a i n t a i n M y Po t t y M o u t h .â&#x20AC;?
Predominantly female between 25-32 years old A socialite, she is always on the go and has the need and want to be fashionable and on trend. With high concern for the environment, she looks for clothing and brands that are eco-friendly and of the highest quality. She is a young professional establishing her career. She has extreme ambition to move up the ladder. The Reformation girl has thoughtful shopping habits, always looking for what is new and trendy but is aware of buying only what she needs rather than what she wants.
Isabella S.
Jessica H.
Age: 26
Age: 31
Occupation: Graduate Student/Sales assistant at M.A.C
Occupation: Marketing Director
Household income: $65,000
Household income: $250,000
Native resident of Miami
Born and raised in New York, but relocated to Miami for her work.
Currently attends University of Miami in the graduate program for photgraphy
Graduated from Parsons
Interests include outdoor activities on the beach, volunteering at school events and photographing local street style and architect Extremely active and involved within her friend group and on her social media pages Drives a Volkswagen Other favorite brands include TopShop, Nasty Gal and Genuine People
Interests include blogging, shopping, and outings with her closest friends Her well being is important to her so keeping a healthy mind and body is a priority Drives a BMW
Lincoln Road, Miami Beach
Store Location+Design
A tiered level interior with a total of 2,041 sq ft at about $28 per sq ft; the total cost for rent for three months would include $171,444.
Rent
Area Attractions
Lincoln Road, Brickell and the Design District have experienced the sharpest spikes in property values and rents in the region. Many landlords on Lincoln Road are asking $300 to $400 a square foot for new leases, and there's no shortage of tenants willing to sign, said Lyle Stern, president of Miami Beach-based brokerage Koniver Stern Group. Tenants typically expect to spend 10 to 20 percent of their gross sales on rent, so retailers in high-rent areas need to increase their sales exponentially to justify the expense.
Commercial Zoning
apparel
jewelry
Adidas Y-3 AllSaints Spitalfields American Apparel Anthropologie Banana Republic BCBG Max Azria BeBe Club Monaco French Connection G Star Raw Gap H&M Intermix J Crew Lacoste Lululemon Athletica Madewell Urban Outfitters Victoria’s Secret Zara
Babalu Miami Camille & Lucie Mayor’s Swatch International
cosmetics Aesop Kiko Milano LUSH Handmade Cometics Timesless Cosmetics
food + drink Finnegan’s 2 Haven MOVA Polar Bar Rio Station
clubs Gemma Score Van Dyke
hotels Albion Hotel Fountebluea Ritz-Carlton
Commercial Miami Beach zoning is described as land use where businesses and residential properties operate, such as restaurants, hotels, Miami Beach lodging facilities, bars, fitness centers and more. The type of business allowed in a commercial zone may be affected by the availability of parking and the closeness to other types of businesses. For example, commercial Miami Beach zoning laws prohibit or limit adult entertainment establishments to a certain area. Bar type businesses are also prohibited within a certain distance of schools or churches. Regulations for commercial zoning can vary per municipality, with some neighborhoods having stricter rules and regulations than the next. Commercial Miami Beach zoning is divided into several districts such as Lincoln Road, Collins Avenue and Ocean Drive. Many of the commercial areas in Miami Beach are zoned for both commercial properties such as Miami Beach lodging hotels and residential properties such as condo buildings.
Area Logistics
Parking Parking in Residential areas: Zones 1-4 before 9am or after 6pm weekdays. Zones 1-4 anytime during the weekends. Parking at a meter without paying is subject to a fine. Park no further than 18” from the sidewalk.
The Design With the store design, our goal was to replicate the aesthetic that Reformation presents with their clothing, website, and other stores.
Reformationâ&#x20AC;&#x2122;s vibes are modern and clean with white furniture and hints of earthy materials scattered about like wood, and plants.
Reformation Financial Plan Location Foot Traffic Per Day Percent Conversion of Traffic
Plans
In-Store Foot Fall Traffic In-Store Percent Conversion Dollars Per Transaction Total Revenue Cost of Goods Sold (MKUP 60%) Product Percentage Dresses Jumpsuits Tops Tees Bottoms Accessories Total
0.3 0.1 0.2 0.2 0.1 0.1 1
Profit & Loss Statement (3 months) $ Net Sales $540,000 Cost of Goods Sold $216,000 Gross Margin $324,000 Expenses $252,976 Net Profit/Loss $71,024
% 1 0.4 0.6 0.5 0.1
Sunday 18,000 0.03
Monday 15,500 0.03
Tuesday 14,500 0.03
Wednesday 16,500 0.03
Thursday 16,500 0.03
Friday 17,000 0.03
Saturday 22,000 0.03
Total 120,000
540 0.05 $250 $6,750 $2,700
465 0.05 $250 $5,813 $2,325
435 0.05 $250 $5,438 $2,175
495 0.05 $250 $6,188 $2,475
495 0.05 $250 $6,188 $2,475
510 0.05 $250 $6,375 $2,550
660 0.05 $250 $8,250 $3,300
3600
$45,000 $18,000
$2,025 $675 $1,350 $1,350 $675 $675
$1,744 $581 $1,163 $1,163 $581 $581
$1,631 $544 $1,088 $1,088 $544 $544
$1,856 $619 $1,238 $1,238 $619 $619
$1,856 $619 $1,238 $1,238 $619 $619
$1,913 $638 $1,275 $1,275 $638 $638
$2,475 $825 $1,650 $1,650 $825 $825 Gross Margin
$27,000
Operational Plan Our pop up shop will consist of day to day operations that include a focus of providing great customer service and quality fashion in a friendly atmosphere. This pop up shop will be open from 11am to 7pm on Monday thru Saturday and Sunday from 12pm to 6pm. Our management team for these three months will consist of one store manager, one assistant manager, two keyholders, and seven associates. The salaries for three months will be as followed: these positions for the th Store Manager- $12,500 Assistant Manager- $11, 250 Key Holders- $8,160 Associates- $5,040 Both managers have a background in accounting and administration and all employees come from diverse backg backgrounds with various skills and other work experiences.
Operational Plan Operational Plan Hours of Operation Mon.-Sat.- 11am -7pm Sun.-12pm- 6pm Furniture Human Resources Rent Utility Wifi Total
Month 1
Month 2
Month 3
$5,257 $25,117
$25,117
$25,117
$57,148
$57,148
$57,148
$255
$255
$255
$52
$52
$52
$87,829
$82,572
$82,572
Product Assortment Plan - Dresses
Unit Breakdown Total
Style Number 5702
4732 8976 3425 5468
3467 9645 1367 9746 5463 8795 1324 5646 7578 3435 7543 5657 2457 8765 9754 5467 7745 7846 5575 9807 4557 7868 7686 3466 9066 6786 4790
2798
9764
5854
Total
Description Chelsea Dress Lotte Dress
Collette Dress West Dress
Kiwi Two Piece Saige Dress
Gardner Dress Aster Dress
Warner Jumpsuit Basin Jumpsuit
Diane Jumpsuit
Claudia Two-Piece Patton Jumpsuit Berry Jumpsuit
Pamplemousse Top Damon Top
Anjelica Top Kaelyn Top
Flax Relaxed Crew Tee Trees Tee
Meow Tee
Plush Slim Crew Tee Getting Started Tee
Fragile Masculinity Tee
2,998 % of Total 3%
3%
3%
3%
3%
3%
3%
2.50% 2.50%
3%
3%
3%
3%
3%
3%
3%
3%
3%
3%
Parker Denim Skirt
3%
3%
August Skirt
3%
Blitz Skirt
Soko Petite Jay Earrings
Dorfman Pacific Cardenas Hat Soko Band Cuff
Carla Colour Jarvus Sunglasses
Parme Marin Bold Out Shearing Slide
100
100
100
75
2.50%
$118
$11,800
$278
2.50% 2.50%
$22,200
100
100
75 75 75 75 75
100
100
100
100
100
100
100
$118 $158 $388 $248 $218 $118
$27,800 $11,800 $15,800
$16,350
$8,850
$14,850
$118
$16,350 $8,850
$128
$12,800
$98
$9,800
$98 $98 $28
$50 $50
100
$50
$50
100
$158
100
$98
$98
$9,800 $9,800 $2,800 $5,000 $5,000 $2,800 $5,000 $5,000
$15,800
$9,800 $9,800
100
$138
$13,800
3%
100
$98
$9,800
0.40%
12
3%
0.40% 0.40% 0.40%
3%
100
12 12 12
100
2,998
$98 $48
$40 $90
$194 $253
$388
$24,800
$198
$218
$118
$38,800
$18,600
$28
100
$24,800
$248
100
100
Total
$222
$248
100
3%
Clyde Skirt
100
Retail per Unit
100
3%
2.50%
Belini Pant
Cut off Short
Total Units
$278
$9,800 $576
$480
$1,080
$2,328
$25,300 $428,014
$158
$248
Product Assortment Plan - Jumpsuits
$218
$218
Product Assortment Plan - Bottoms
$248
$118
$198
$118
$158
$138
$98
$98
$98
$98
Product Assortment Plan - Tops
Product Assortment Plan - Accessories
$98 $128
$48
$40
$90
$98 $158
$98
$194
$253
$50
Promotional Plan PRE LAUNCH
JUN 2018
JUL 2018
AUG 2018
LAUNCH
SEP 2018
Create advertisements for pop-up Post advertisements on social media + website Mail event invitations Send event reminder emails Pop-up opening event! Send promotional emails Post about pop-up closing Close pop-up shop
Promotional Party Budget Advertisting Budget Entertainment Decoration Food & Beverage Tote Bag Invitations Photo Booth Rental Total
$500 $80 $1,250 $308 $120 $500 $2,758
POST LAUNCH
OCT 2018
NOV 2018
The Launch Event To ccelebrate the opening of the Reformation pop-up, there will be a launch party at the new store. 50 notable guests from Miami will be invited to shop the store, drink champagne, dance to music and enjoy little treats. In Reformation style, there will be a fun giveaway where attendees can bring in old clothes to be recycled and will receive a Reformation logo tote bag in return.
Citations “Access Denied.” Access Denied. N.p., n.d. Web. 07 Mar. 2017. “B Corporation.” Reformation | B Corporation. N.p., 01 Sept. 2014. Web. 07 Mar. 2017. “Commercial Miami Beach Zoning.” Miami Beach Vaction Rentals. N.p., n.d. Web. 07 Mar. 2017. “ENTER.” Claritas MyBestSegments. N.p., n.d. Web. 07 Mar. 2017. Fernandez, Chantal. “Reformation Debuts Lower-Price Line.” Fashionista. Fashionista, 26 Jan. 2015. Web. 07 Mar. 2017. Flechas, Joey. “Miami Beach Commission Supports New Taxing District to Promote Lincoln Road.” Miamiherald. N.p., 16 Apr. 2016. Web. 07 Mar. 2017. Flechasjflechas@miamiherald.com, Joey. “Lincoln Road Makeover Would Bring Back Original Look and Feel.” Miamiherald. N.p., 15 Sept. 2016. Web. 07 Mar. 2017. Gordonalastairgordonwalltowall.com, Alastair. “Alastair Gordon: Lincoln Road Mall on Miami Beach Has Always Been a Work in Progress.” Miamiherald. N.p., 27 June 2015. Web. 07 Mar. 2017. Koblin, John. “Reformation, an Eco Label the Cool Girls Pick.” The New York Times. The New York Times, 17 Dec. 2014. Web. 07 Mar. 2017. “Miami, Florida Sales Tax - Avalara.” TaxRates.com. N.p., n.d. Web. 07 Mar. 2017. “Parking in Miami Beach - Rules & Regulations.” Miami Beach Vaction Rentals. N.p., n.d. Web. 07 Mar. 2017. “Planning & Zoning @ City of Miami Beach.” Planning & Zoning @ City of Miami Beach. N.p., n.d. Web. 07 Mar. 2017. “Reformation Company Profile.” Owler. N.p., n.d. Web. 07 Mar. 2017. “Reformation: Ethics, Sustainability, Labor Rights Data Researched by JUST.” Project JUST. N.p., n.d. Web. 07 Mar. 2017. Reiser, Emon. “High Rent on Lincoln Road.” Bizjournals.com. N.p., 30 Sept. 2015. Web. 07 Mar. 2017. Schmidt, Ingrid. “Reformation’s Yael Aflalo Brings Cachet of Cool to Eco-friendly Fashion.” Los Angeles Times. Los Angeles Times, 19 Apr. 2015. Web. 07 Mar. 2017. Services, Miami-Dade County Online. “Miami Dade County - Tax Collector.” Miami-Dade County - Tax Collector - Local Business Tax Categories. N.p., n.d. Web. 07 Mar. 2017
Emily Whelan Madeline McBride Sabrina Hong Taylor Jackson
Savannah College of Art and Design FASM 410 - Retail Management Professor Don Levy Winter 2017