GEN Sarah Anderson
Mission
Vision
Comfortability in your own skin starts with you, but feeling comfortable in your clothing is our specialty! GEN’s first focus is on the quality, design, and durability of every single one of our products. We strive to sell clothing that is easy to wear, easy to care for, and easy for your life, so you don’t have to sweat the small stuff. Our store is a safe space for the carefree and the openhearted. We care about our product, because we care about you (whoever you are!). GEN’s goal is to deliver our best work, and to unite our community of shoppers. We want Chicago’s first unisex fashion retailer to be successful and make an impact in big ways.
Gen stands for equality, comfortability, and acceptance for every individual. We want our clothing to inspire the feeling of confidence within one’s own skin, and show young people that regardless of who you are fashion and clothing should help express just that. We believe that stores do not need to divide their products into men’s and women’s sections, because people are people, and we all just want to shop, look good, and have fun! Gen hopes to inspire change within the industry, and provide a shopping environment that every person feels welcome to.
Concept Statement Gen is a Unisex fashion retail store, offering clothing products within the categories of tops, bottoms, outerwear, and shoes for the young individual. Gen will be located in the Boystown neighborhood of Chicago, Il. Our store is a safe, welcoming space for every person, regardless of sex, gender, and everything in-between. We are fashion, but fun, and a community united. Our customer is the young, trendy, Chicago resident who loves fashion, music, friends, and fun. Gen strives to break out into the market in a big way by offering Chicago’s first fashion unisex retailer.
GEN believes in bridging the borders and blurring the lines. Our quality apparel is neutral in color and gender for the fashion forward -he, -she, or -in between. Simple basics meet fashion-forward: our clothing is an expression of our progressive vision that every person should feel comfortable in their own skin, and their own clothes. Our soft basics are lovable to anyone and can be mixed and matched for seasons to come. Simple yet innovative, our brand strives to cross fashion and societal boundaries with beautiful pieces for your unique day-to-day life.
The
Customer
Region City Size Population Density Climate Age Gender Household Size Income Occupation Education Culture Religion National Origin Race Social Class Marital Status Degree of knowledge Benefits sought Attitude Brand Loyalty Store Loyalty Usage Rate Payment Method Media Usage Usage Situation
East, West, Midwest 100,000+ Urban Cold, Temperate, or Hot 18-29 Any 1 or more $25,000 + Creative or Professional High School or Above American None U.S. or Other Any Working, Middle, + Single Novice or above Equality, Comfort Positive and Open-Minded Divided Divided Medium/Heavy Credit Social Media Home, Work
Competition Belmont Army Cram Fashion American Apparel Wildfang Zumiez
Branding
Product Assortment: uni: // tops // bottoms // outerwear // shoes Price Range $29 - $139
Tops $29-$79
T-Shirts $29 Button Ups $49 Turtlenecks $39 Sweaters $59 Fashion Tops $49-$79
Bottoms $49-$89
Joggers $49 Denim $69 Overalls $89 Pants $59
Outerwear $69-$129
Denim $69 Leather $129 Trench $89 Wool $99 Suede $119
Shoes $69-$139 Sneakers $69-$129 Leather Boots $99 Combat Boots $139
Windows
Windows
Location
Door Windows
Windows
3427 N Halsted St Boystown Chicago IL Cross Streets W Cornelia and W Newport 925 Sq Ft Storage 124 Sq Ft Sales Area 801 Sq Ft $2,275 Monthly Rent Full Service Lease Type Utilities $500 Month 1 Entrance Windows Cover East and South Walls
Planogram
Fitting Room Shelving 4x8 Display Table Rounder
Backstock/Office Shelving
Checkout Counter
Rail
Mannequins
4x8 Display Table
Mannequins
Rail
Rail
4 way
4x8 Display Table
Rail
Decor & Visuals
@GenClothing
Social Media / E-Business Webpage Gen will have an online store for customers to place orders online, view the products and price points, and see new promotions/photoshoots/sales. The store will initially ship only nationally.
Instagram Gen’s Instagram will consist of images of our product, photoshoots of models wearing our product, and will feature customer shared photos of themselves wearing our clothing by using #GenClothing.
Facebook Customers will be able to like our Facebook page, and see when we post about upcoming sales or new arrivals. We will also pay for sponsored ads on Facebook as a section of marketing.
Gen Chicago Unisex fashion for shes, hes, and in betweens Boystown
Marketing Place Storefront, Online Price $29 - $139, Low - Moderate Promotion & Events Social Media, Promotional Posters Advertising Share knowledge of brand and sales on Instagram, Facebook, and large posters around the Chicago area (example shown) Publicity Social Media, word of mouth, website, networking
January
Sponsored Facebook ad to promote End-of-Holiday Sale
February
New poster promotion for Spring collection
March
Instagram contest: Share images to win feature & gift card
April
Sponsored Facebook ad to promote End-of-Spring Sale
May
New poster promotion for Summer collection
June
Instagram contest: Share images to win feature & gift card
July
Sponsored Facebook ad to promote End-of-Summer Sale
August
New poster promotion for Fall collection
September
Instagram contest: Share images to win feature & gift card
October
Sponsored Facebook ad to promote End-of-Fall Sale
November
New poster promotion for Holiday collection
December
Instagram contest: Share images to win feature & gift card
Advertising Calendar Posters + Photoshoot $10K Facebook Ad + Photoshoot $5K Instagram Contest + Photo for post $500
Organizational Culture Working at Gen is not like working at all. Your associates and your managers are not only your co-workers, but your friends. The store, company, and associates share beliefs in equality, expression, and acceptance, and these values unite not only the team, but the entire community together. Gen is a place for employees to express their artistic freedom through dress, and when our employees are happy, our customer service is excellent.
Management & Leadership Affiliative Management Style
Employee Motivation The team dynamic will encourage employees to put their best forward in order to help their teammates succeed. Peers will teach peers, and encourage others to work hard. Employees will work hard for themselves, and for their co-workers.
Selling Programs If an employee receives 5 compliments in one given month, they will earn 70% off of one item in the store, whereas the regular discount is 40%.
Bonuses & Incentives Employees will have the opportunity to be named Employee of the Month each month by the managers, will receive recognition in front of their fellow co-workers, and get a polaroid picture of themself hung behind the cash register.
Weekly Sales Goals by Employee Associate
Goal wk 1
Actual wk 1
Goal wk 2
Actual wk 2
Goal wk 3
Actual wk 3
Goal wk 4
Alessandra
2.2
1.9
2.3
2.4
2.4
2
2.5
Sydney
2.5
2
2.6
2.7
2.7
2.5
Natalie
1.9
2.2
2
2
2.1
Sarah
2
2.5
2.1
2.5
Clara
1.7
2.3
1.8
Nina
2.1
2.2
Total
12
13
Actual wk 4
Goal wk 5
Actual wk 5
Total Goal
Actual Total
2.2
2.6
2.6
12
11
2.8
2.9
2.9
2.8
14
13
2.2
2.2
2.5
2.3
2.2
11
12
2.2
2
2.3
2.2
2.4
2.6
11
12
2
1.9
1.8
2
1.7
2.1
2.2
9.5
10
2.2
2
2.3
2
2.4
1.9
2.5
2.3
12
10
13
14
14
13
14
13
15
15
68K
68K
Organizational Management ● ● ●
3 Management Positions 6 Part-Time Associate Positions Store Hours: 10 am - 9 pm
Store Manager
General Manager
PT Associate
PT Associate
PT Associate
General Manager
PT Associate
PT Associate
PT Associate
Schedule