My Store Concept

L.B.D Lula’s Black Destination

Samantha Lula‘s Retail Concept Store

Vision Statement We want our customers to perceive LBD as having the best selection in black attire that is timeless yet very trendy at the same time. We want them to feel comfortable in our environment and welcomed with the best service and to basically get their moneys worth.

Mission Statement e mission of LBD, Inc. (Lula’s Black Destination) is to premier a specialty store that focus’s on all classic black colored products. Every fashionista needs a little black dress, or any other black colored clothing because everyone knows that black goes with everything and looks amazing on.

Company/ Concept Statement Company

LBD is a moderate/designer priced, fashion retail store that specializes in women’s black color clothing, but also offers a variety of shoes and accessories. e store also offers styling tips and styling appointments that are available to our customers.

Service

e value of the LBD products will exceed expectations for everyone. Our stores main statement aside from our all black clothing is our amazing customer service. Our sales staff goals are to approach every customer in the store and greet them. By greeting each customer it makes them feel welcomed. e main goal is to not push sales on to customers; we want to make everyone feel welcome. We will educate customers on our brands and what we offer, as well as our newest products.

Product LBD stores will have varieties of all black clothing for women as well as accessories to help add finishing touches on any outfits for our customers. e main focus of the store will obviously be all the black clothing; in order to attract customers into our store everything will be all white. e store will carry shoes, dresses, pants, shirts, casual, fancy, bags, jewelry, etc. ere will be designer labels, moderate labels, private labels for L.B.D, and a few budget labels as well. e products we want to offer our customers are of good quality, give them exclusivity, and also be affordable to one time shoppers who just want to purchase a small item.

Culture e company culture at L.B.D. is relaxed yet vibrant. e store atmosphere allows customers and employees to connect in an intimate yet comfortable setting.

Products/Service/Merchandise Products & Merchandise -Amazing quality -Good price points -Merchandise is for females -Merchandise is evenly placed in store, that doesn’t confuse customers

Service -Customer Service is one of our proud company services -Sta is fully knowledgeable on the fashion world, has background in it, and are certified to be giving advice on all these products.

-A few sales employees will be on the floor -Customers can receive water, Champaign, small snacks before they go into the fitting room -Employees can educate customers on products and brands

Merchandise Â

Cocktail Dresses

Shoes

Special Occasion Dresses

Purses

Pants

Tops

Jewelry

Cocktail Dresses Price: $100-$800

Special Occasion Dresses Price: $300-$1000

Pants Price: $60-$500

Tops Price: $40-$400

Shoes Price: $100-$1000

Purses Price: $80-$1000

Jewelry Price: $50-$500

Products/Service/Merchandise

Branding Name Lula’s Black Des-na-on L.B.D. Logo L.B.D Fonts: Edwardian Script ITC Colors: Black, White, & Cream

Sign/Design/ Symbol

e L.B.D Customer Geographic Region: East City Size: 100,00+ Urban Climate: 4 Seasons

Psychographic Social Class: Middle/Upper Personality: Intelligent, Sociable, Funny, Business Woman Life-­‐Style: Traveling, luxurious, & fast paced

Consumer Behavior Benefits Desired: Excellent quality, well priced & trendy Usage Quality: Re-­‐usable & intertwine able with other pieces

e L.B.D Customer Profile Sex: Female Name: Jacqueline Pavlopolous Age: 25 Annual Income: $75,000+ Status: Single Location: New York City, New York Race: Caucasian Animals: Pomeranian Heritage: Greek Favorite Music: Hip Hop, Favorite Movie: The Notebook Favorite Website: Ideeli, Haute Look, WWD etc.

Favorite Shows: Sex and the City, Gossip Girl, 90210, Apprentice etc.

Major: Fashion Business and Minor in Marketing Must Have Accessories: Watch & Designer Hand Bag Occupation: Editor for Marie Claire Favorite Food: Sushi, Salad, Turkey Burger, & frozen yogurt Daily Routine: Go to the office, grab lunch at a chic restaurant, go to workout, go home, shower, Light candles, Glass of white wine & watch all her shows on TiVo. Favorite Stores: Intermix, Top Shop, Barney’s, Nordstrom Lifestyle: Travels a lot for work, is always attending business meetings, events for her company, Interviewing the it people in the world & trying to manage her personal life as well.

Customer Life Collage

Competition L.B.D.

Intermix

Product

Alice + Olivia Dress

Alice + Olivia Designer

Price

$365.00

$365.00

Promo-on

L.B.D brand loyal customers have coupons, and sales that happen every month, also LBD offers payment plans on products.

Intermix has sales or markdowns every 3 months. Customers don’t have many benefits.

Distribu-on

Specific designers like Alice + Olivia are exclusively only in the store.

This dress is sold online, in stores & in their catalog

Other competitors include: Cusp, Barney’s New York, Scoop, Kitson etc.

Conclusion: After reviewing the analysis our competitor, Intermix, doesn’t have that many customer benefits or purchasing options. L.B.D. offers exclusivity, lower price points, purchasing options and benefits for their products, Also, our customer service adds to the value of the shopping experience that you cant find at any other store. To keep up with Intermix and any other competitors I feel that we should add more products that aren't carried in any of the stores, or bring in unique designers products as well.

Location Fact Sheet

• New York City, New York (SoHo) • Chicago, Illinois • Los Angeles, California

Chicago  Store Location Fact List Store Location: 1207 Oak Street, Chicago IL 60611 Cross Streets: Rush St & Oak St Neighborhood: Gold Coast Total Square footage: 1,500 SI Shape of store: rectangle Entrance/Exits: 2 Front Doors, 1 Back Door Windows: 2 Large Front Windows Monthly Rent: $5,000/mo Terms of Lease: Negotiable/year Common are fees/Maintenance: $400/mo Security deposit: $1000 Realtor fees: N/A Expenses incurred by lease- utilities: All included Allowable renovation: Yes Landlord obligation/commitment: N/A A/C and Heating: All included

New York  Store Location Fact List Store Location: 1000 Washington Street, New York, New York Cross Streets: West 13th St & Washington Neighborhood: Soho Total Square footage: 1,200 SI Shape of store: square Entrance/Exits: 1 Front Doors, 1 Back Door Windows: 2 Large Front Windows Monthly Rent: $4,700/mo Terms of Lease: Negotiable/year Common are fees/Maintenance: $400/mo Security deposit: $1000 Realtor fees: N/A Expenses incurred by lease- utilities: All included Allowable renovation: Yes Landlord obligation/commitment: N/A

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A/C and Heating: All included

Los Angeles Â

Store Location Fact List Store Location: 200 South Robertson Boulevard, Los Angeles, California Cross Streets: West 3rd St & Robertson Neighborhood: L.A. Total Square footage: 1,300 SI Shape of store: rectangle Entrance/Exits: 2 Front Doors, 1 Back Door Windows: 1 Large Front Windows Monthly Rent: $4,500/mo Terms of Lease: Negotiable/year Common are fees/Maintenance: $400/mo Security deposit: $1000 Realtor fees: N/A Expenses incurred by lease- utilities: All included Allowable renovation: Yes Landlord obligation/commitment: N/A A/C and Heating: All included Â

Store Décor and Visuals • • • • •

White Chandeliers White Candle’s Black/White Rugs Big Comfy Victorian Chairs Black/White Fashion Photography • Black Velvet Hangers • White Display Cases • Black Drapes

Store Décor and Visuals (Color Concept) Wall Color F loor Color Fitting Room Curtain Color

Accent Colors/ Patterns

Store Décor and Visuals (Lighting)

2 Big Chandeliers in the Lights behind all mirrors Front & back of store Especially in fitting rooms

Candles all around the store, on All tables, on all displays, and on e register counter

Store Décor and Visuals (Furniture) Lounge Area

Fitting Room Area

Couch/Floor Décor

Store Décor and Visuals (Art & Extras) Wall Décor Extra Décor

L.B.D Lula’s Black Destination

Planagram Â

L.B.D

Lula’s Black Destination

Part 2 : Retail Concept Store

E-Business

L.B.D Website -­‐www.lbd.com -free shipping & handling -free returns -All merchandise on website -All promo is on website -All events are on website

E-Business

L.B.D Facebook Our Facebook….

-Style Tips -Store Event Reminders -Store Press -Store Sales & Promotions -New Designers -Video Tutorials - www.facebook.com/LBD

E-Business

L.B.D Twitter Our Twitter…

-Style Tips -Store Event Reminders -Store Press -Store Sales & Promotions -New Designers - twitter.com/LulasBlackDesti

Place

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Marketing Adver-sing

-­‐All L.B.D ads will be in their own catalog, on their website & any social media websites. Also flyers will be sent out to all loyal customers

Publicity

-­‐All L.B.D press can be seen in People magazines, Us weekly etc. The rest can be viewed via internet.

Price

-­‐Prices ran ge from moderate , bridge to to even designer prices.

Promo/ Events -­‐L.B.D

store phaas exclusive every m r-es once have sa onth. We month les once a promo-as well as ons too .

Management & Leadership Style Employee Motivation -Employee of the month receives an extra 15% off of any non-sale item in store & a free lunch & a day off -Healthy competition against each other; who sells the most a day wins a the next day coffee -If you get Employee of the month 3 months in a row you can pick any item of $200 value & 2 days off

Management & Leadership Style Goal Setting Sheet Associate

Week 1

Week 2

Week 3

Total

Elle

$4,000

$2,500

$3,000

$9,500

Carmella

$3,500

$3,000

$2,500

$9,000

Alexa

$3,000

$2,000

$2,500

$7,500

Jack

$3,000

$4,000

$2,500

$9,500

Dennie

$3,500

$3,000

$3,500

$10,000

Carla

$3,000

$2,500

$3,000

$8,500

Totals by Week

$20,000

$17,000

$17,000

$54,000

STORE GOAL:

$54,000

Selling Program if Goals are made: - Receive extra 15% off of purchase plus employee discount - Receive a $100 bonus in check - Receive recognition on work & control over your schedule

Management & Leadership Style  Employee Bonuses & Incentives -All employees receive a 25% discount on regular days -On holidays 30% discount -Extra cash in paycheck for making all your goals & opening up L.B.D. card -Free parking spot -Free merchandise once a month -Dental & Health Insurance benefits -Opportunities to meet with vendors

Organizational Management Structure  Positions: Manage. Style: Manager Democratic Assistant Manager Team Work Part time Sales Associate Supports Leadership Full time Sales Associate Team Involvement Satisfy all customers

Organizational Management Structure  Manager

Asst. Manager

Sales Assoc.

Motivator

Creates schedule

Seller

Leader

Takes over for Manager when absent

Serves customers

Role model

Key holder

Cleans store

Deals with customer issue

Motivator

Greets customers

Takes inventory

Trains everyone

Checks out customers

Merchandise buyer

Visual merchandising

closer/opener

Watches over everyone Accounting Hires employees In charge of all store events Promotes all events

Human Resources Policies • Dress Code: Fashion/Trendy (all black), no cleavage or too much skin • Customer service: Hands on customer service, greet all customers, help all customers, if need help call manager, make every customer feel comfortable • Employees: Full time employees receive 4 personal days & a week of paid vacation after being with the company for 7 months, part time receive 2 personal days & 4 days paid vacation.

• Policies: All employees must arrive as scheduled, if problem must call an hour ahead of time or find someone to fill for them, dress properly, use proper etiquette to represent L.B.D, failure to do so will cause warning; 2 warnings and you will be fired.

Human Resources Policies Ethics L.B.D has set a high level of standards to all employees on business ethics. Each employee has their own human rights that is made clear the moment they are made an employee of LBD. We want to create a comfortable working atmosphere for all employees who have committed their time and effort to L.B.D. ere is a huge hand out of all business ethics required by L.B.D.

Pay -Sales associates make their money off of what they sell. Hourly rate is adding only on holidays or if employees don’t make their goals.

-Managers pay is hourly & sometimes when they do sell they can make extra money as well.

Position

Starting Hourly Rate

Commission

Manager

$18.00+

5%

Assistant Manager

$15.00+

7%

Sales Associate

$9.80+

10%

Human Resources Policies  Employee Manual/Training -All employees must go through a 3 week training program -Each training program you get paid for by the hour -Once training is over you oďŹƒcially join the L.B.D team -Each employee receives a manual on what the brand stands for, how to represent the brand (by what you wear, how you speak, or treat customers)

Human Resources Policies  Schedule Sheet May 1-7 2011

9am-8pm

9am-8pm

9am-8pm

9am-8pm

9am-8pm

9am-8pm

1030am-5pm

Associate

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Elle

12pm-8pm

OFF

OFF

9am-3pm

830am-3pm

11am-5pm

10am-3pm

32.5

Carmella

OFF

9am-3pm

OFF

12pm-8pm

830am-3pm

11am-5pm

OFF

26.3

Alexa

11am-5pm

12pm-8pm

12pm-8pm

OFF

11am-5pm

12pm-830pm

11am-4pm

41.5

Jack

9am-3pm

OFF

9am-3pm

12pm-8pm

1pm-8pm

OFF

12pm-530pm

32.5

Dennie

OFF

12pm-8pm

11am-5pm

11am-5pm

12pm-830pm

OFF

12pm-5pm

33.5

Carla

OFF

OFF

9am-3pm

11am-5pm

12pm-830pm

830am-3pm

11am-4pm

34

Total Hours

Financials Percent of Sales Per Month By Product Category Jan

Feb

Mar

April

May

June

July

Aug

Sept

Oct

Nov

Dec

Spec.

Occas Dress

20%

35%

27%

20%

!5%

20%

20%

15%

10%

10&

20%

30%

Dress

25%

30%

25%

20%

15%

25%

25%

20%

10%

10%

15%

30%

Tops

30%

22%

25%

15%

15%

15%

17%

10%

15%

10%

15%

25%

Pants

25%

20%

22%

15%

10%

10%

14%

15%

15%

20%

20%

15%

Shoes

15%

30%

20%

20%

20%

25%

15%

15%

10%

15%

19%

35%

Jewel

15%

30%

20%

15%

15%

20%

15%

10%

10%

20%

20%

30%

Bags

10%

15%

10%

11%

15%

15%

11%

14%

15%

10%

10%

25%

Financial Class Sales Plan By Month Class Special Occas.

Dresses Tops Pants Shoes Jewelry Handbags

Total Sales

35,000 40,000 35,000 20,000 20,000 10,000 15,000

30,000 35,000 25,000 15,000 15,000 7,000 10,000

30,000 20,000 20,000 10,000 10,000 10,500 11,450

25,500 10,400 15,500 15,000 5,000 5,500 11,000

32,300 15,500 12,350 10,000 9,000 4,500 3,000

30,000 15,000 15,500 9,000 10,500 5,000 3,500

175,000

137,000

111,950

87,900

86,650

88,500

Category Sale Plan By Month -e plans both indicate that the key months that are successful are month before & month of Christmas/New Years, Before each season. e worst month is January & October.

Category

% Total Sales/yr

$$

Special Occas.

30%

182,800

Dresses

20%

135,900

Tops

18%

123,350

Pants

12%

79,000

Shoes

10%

69,500

Jewelry

4%

42,500

Handbags

6%

53,950

Total Sales

$687,000

Operations  Business Hours: Monday-Saturday 9:00am-8:00pm Sunday 10:30am-5:00pm

Operations Loss Prevention/Security  Security -Security camera at every angle of the store -Sensors on majority of the products -Police button under register -Sensor Detectors at all exits -All expensive jewelry locked in display -Volt for jewelry -Locks on all displays & drawers, only employees have access -door guy -Back room sensor locked Loss Prevention -Inventory check seasonally -Maximum of 6 items in fitting room -Employees must follow L.B.D. ethics handbook -Each employ gets bag checked before exiting store -Employees are on the floor all the time

Customer Service/Service Levels  -Gift receipt -Gift Wrapping -Shipment of gifts -A small keychain gift from LBD -Special wrapping for non gifts -Return in 30 days for full refund -returns after 30 days are store exchange or credit -must have all tags attached to product -Sale items are final sale

-Alterations are complimentary -Holds on items are till the end of the day

Customer Service/Service Levels  -All customers receive a gift with purchase complimentary of LBD -All customers with an LBD card get rewarded with every purchase & build up points -All loyal customers receive invites to exclusive events and store parties -All customers who try on clothes or make appointments to meet with stylist receive complimentary beverage -L.B.D brand is known for the best customer service in a small boutique.