Senior Capstone by Savannah Weghorst

PURE + SIMPLE.

Senior Capstone Project Savannah Weghorst

CONTENTS

store inspiration............................................................................................. 04 branding exploration.......................................................................................08 target customer...............................................................................................13 store design.....................................................................................................16 buying plan......................................................................................................33 product assortment.........................................................................................36 vendors.................................................................................................40 marketing plan................................................................................................54 social responsibility..........................................................................................57 sources..........................................................................................................61

STORE INSPIRATION

I have discovered through my life experiences that I have a passion for social good and people. I believe in the story behind every person and that every individual has the right to feel empowered. I deeply believe that it is possible to live an ethical lifestyle while still enjoying aesthetically pleasing and fashionable products. To begin my research for my boutique, I looked at two main retailers, Raven+Lily and Hallieb, who are using their stores to impact society in a positive way. These two stores have acted as a starting point for the mission, values, and business models that I plan to implement in my own store. 05

store inspiration branding target customer store design buying plan product assortment vendors marketing plan social responsibility

â&#x20AC;&#x153;Raven + Lily is a lifestyle brand offering trend-forward fair trade fashion, accessories, and home furnishings with its core underlying mission to empower women on a global scale. Today, the brand employs more than 1,500 at-risk women in 10 countries around the world and counting, providing them with a fair trade wage and access to a safe job, sustainable income, healthcare, and other tools they need to thrive. Additionally, every purchase of a Raven + Lily product, whether it is artisan jewelry and handbags or handcrafted soaps and soy candles, benefits the raven + lily ecosystem while also funding microloans to female entrepreneurs. The brandâ&#x20AC;&#x2122;s dedication to people and the planet landed it b corporation status as it works to better the global fashion community, and the company is a member of the fair trade federation.â&#x20AC;? 06

RAVEN + LILY

HALLIEB

“We believe beauty and style are things for all to experience. We are working hard to make all women, no matter where they are in this crazy, beautiful life feel confident and empowered in their skin. This is why we at Hallieb. Support and work hands on with lines we feel step out of their comfort zones, get their hands dirty, and produce a product that helps to better mankind. So dig your heels in and get your hands dirty. We’re going to ask you to make your mark and it’s going to be messy but beautiful... But don’t worry, that’s the point. Help us write a story that no ones can refuse to be apart of because it’s not all about looking good, but cultivating good.”

BRANDING EXPLORATION

Pure + Simple

Pure

Pure + Simple

Pure

Pure + Simple

Pure

Pure + Simple

Pure

Pure + Simple

Pure

Pure + Simple

Pure

Pure + Simple

Pure

Pure + Simple

Pure Simple other Pure + Simple + Simple Pure After + researching brands, I landed on Pure the name â&#x20AC;&#x153;PURE + SIMPLE â&#x20AC;?. I + Simple

Pure

Pure + Simple

+ Simple

Pure

+ Simple

Pure

Pure + Simple Pure + Simple

want my customers to know that they can feel good about buying products Pure + Simple Pure + Simple Pure + Simple Pure from my store, pure and simple. Finding sustainable/ethical clothing that is also+beautiful should not be daunting and frustrating task and that is Pure Simple Pure + aSimple Pure + Simple Pure where PURE + SIMPLE will fill the void in the market.

Pure + Simple

Pure

Pure + Simple

Pure

Pure + Simple

Pure

Pure + Simple

Pure

Pure + Simple

Pure

Pure + Simple

Pure

Pure + Simple

Pure

Pure + Simple

Pure

store inspiration branding target customer store design buying plan product assortment vendors marketing plan social responsibility

Pure + Simple Pure + Simple

Pure + Simple

Pure + Simple Pure + Simple

Pure + Simple

pure + simple

Pure + Simple Pure + Simple

Pure + Simple

FONT EXPLORATION

Pure & Simple Pure & Simple

pure + simple Pure + Simple Pure + Simple

Pure + Simple

LOGO EXPLORATION

Pure + Simple.

pure + simple.

Pure + Simple.

pure + simple.

Pure + Simple.

pure + simple.

store inspiration branding target customer store design buying plan product assortment vendors marketing plan social responsibility

PURE + SIMPLE.

fashion you can feel good about. pure and simple.

mission pure + simple seeks to provide fashion that you can feel good about. in an industry that is driven by materialism and cheap labor, pure + simple seeks to combat injustices and promises that every product in the store will be at least one of four things: sustainable, usa made, fair trade, or gives back.

vision pure + simple is committed to proving that it is possible to live an ethical lifestyle while still enjoying fashionable and aesthetically pleasing products in every aspect of life.

TARGET CUSTOMER

store inspiration branding target customer store design product assortment possible vendors buying plan marketing plan social responsibility

CHARLI

Charli is a 17 year old senior in high school. She is on track to becoming her student classâ&#x20AC;&#x2122;s valedictorian and spends most of her time studying at the hole-in-the-wall coffee shop in town. When she is not working on homework, she enjoys spending her time reading in her hammock or paddleboarding at the local park. When she does splurge on herself, she shops at local boutiques and free-people. Charli spent her last two summers volunteering with the womenâ&#x20AC;&#x2122;s shelter in the city. She dabbles in photography and dreams of traveling with Habitat for Humanity after graduation. She loves people and wants to make an impact on the world around her anytime she can.

Charlotte is a 29 year old mother of two. Her husband is an architect while she works as a free-lance nutritionist and life coach. Charlotte eats a mostly raw vegan diet and does her grocery shopping at whole foods. She never lets herself sleep in later than 5am and starts her morning off with either a run or sunrise yoga. Charlotte appreciates quality over quantity and is willing to invest in pieces that she knows will last. She shops at Nordstrom in-store but she likes to explore sustainable fashion brands online. Charlotte spends her free time taking her kids to the neighborhood park and exploring the shops on the Downtown Square. She occasionally slips away from her busy schedule to spend time with her girls by grabbing drinks in the local cocktail bar.

CHARLOTTE

STORE DESIGN

LOCATION

Rockwall, Texas Demographics Rockwall County wealthiest county in Texas population 41,370 median age 36 female population 48% median income $92,276 unemployment rate 4.5% bachelors degree or higher 36.7% median property value $234,286

Downtown Rockwall Historic Square and Old Town Shoppes Downtown Rockwall is “the new find”! The area is experiencing a renaissance and is filled with activity as residents and visitors rediscover its charm. It’s not by chance, as years of thoughtful planning and focused energy have given new life to the downtown district, reestablishing it as the heart of the community. The Rockwall Main Street Program works to create an inviting, historic downtown district that serves as a center for recreational, economic and cultural activity. 17

store inspiration branding target customer store design buying plan product assortment vendors marketing plan social responsibility

shop poe and arrows expressions home decor peek-a-boo avenue groovy’s simply kate southern roots not so plain jane hazel & olive hallieb dine

LOCATION ATTRACTIONS

book club cafe route 66 diner the londoner pub trevino’s mexican restaurant zanata bin 303 boots burgers fatted calf charlie’s street tacos entertainment san jacinto plaza lake ray hubbard harry meyer’s park the rockwall harbor farmer’s market aspasians fair

strengths -branding -community outreach -instagram following (14k) weaknesses -instagram engagement (avg 100 likes per photo) -store location opportunities -increase social engagements -expand product offerings

COMPETITOR HALLIE B

threats to pure + simple -similar business model -similar price point

womenâ&#x20AC;&#x2122;s apparel, jewelry, bags, shoes, home+gifting 19

store inspiration branding target customer store design product assortment possible vendors buying plan marketing plan social responsibility

strengths

-local teen models/ambassadors -deep local roots -instagram following (9k) -trendy brands (ex. free people)

weaknesses

COMPETITOR GROOVYâ&#x20AC;&#x2122;S

-instagram engagement (avg 75 likes per photo)

opportunities

-increase social engagements

threats to pure + simple -lower price point -loyal customer base

womenâ&#x20AC;&#x2122;s apparel, jewelry, bags, shoes, home+gifting, bath 20

strengths

-very strong e-commerce -philanthropy foundation -instagram following (94k) -snapchat presence -local teen models/ambassadors

weaknesses

-instagram engagement (avg 300 likes per photo) -quality -store location

COMPETITOR HAZEL & OLIVE

opportunities

-increase social engagements -increase quality

threats to pure + simple

-lower price point -similar feminine boho aesthetic

womenâ&#x20AC;&#x2122;s apparel, jewelry, bags, shoes, home+gifting 21

store inspiration branding target customer store design product assortment possible vendors buying plan marketing plan social responsibility

strengths

-clear customer

weaknesses

COMPETITOR POE & ARROW

-instagram following (1k) -lacks e-commerce -store square footage

opportunities

-increase social media presence -implement e-commerce

threats to pure + simple -lower price point

womenâ&#x20AC;&#x2122;s apparel, jewelry, bags, fragrance, home+gifting, bath 22

FOR SALE

102 S. GOLIAD, ROCKWALL, TX 75087

BUILDING SIZE: PRICE: ZONING: HIGHLIGHTS:

6,099 TOTAL RSF 2,240 RSF 1ST FLOOR 2,240 RSF 2ND FLOOR 1,059 RSF MEZZANINE 560 RSF APARTMENT CALL BROKER DT (DOWNTOWN) OFFICIAL “HISTORIC LANDMARK” NEW ROOF, INSULATION, HVAC (18 TONS), ELECTRICAL, WINDOWS & LIGHTING - 2008

DEMOGRAPHICS Variable

2017 POPULATION 5 YR PROJ. GROWTH AVG. HH INCOME

1 mile

8,105 12.094% $75,933

3 mile

35,328 11.87% $87,866

5 mile

93,839 11.14% $89,686

for more information, please contact David English

1-972-961-8532 (o) •214-676-6424 (m) • denglish@ridgepcre.com • ridgepcre.com

* The information contained herein was obtained from sources believed reliable, however, Ridge Pointe Commercial Real Estate (“Licensee”) makes no guarantees, warranties or representations as to the completeness or accuracy thereof. The presentation of this property is subject to errors, omissions, change of price or conditions, prior sale or lease or withdrawal without notice. Texas law requires licensee to disclose that it is representing the Seller/Landlord in the marketing of this property.

store inspiration branding target customer store design buying plan product assortment vendors marketing plan social responsibility

exposed cross beams

white shiplap walls & exposed brick accent wall

INTERIOR INSPIRATION indoor greenery and paper garlands

industrial garment racks

similar type of flooring

curtain fitting rooms with big benches

lighting fixtures wooden nesting tables 24

wooden fixtures/ mixture of organic and industrial elements

it is very important to me to have a nice lounge/seating area in the front/center of the store to make people feel welcomed to come, sit, enjoy complimentary coffee or sweet tea, and hang out for a while.

store inspiration branding target customer store design buying plan product assortment vendors marketing plan social responsibility

EXTERIOR INSPIRATION

greenery/ivy above and potted window plants *not tall enough to block window displays painted storefront blush pink

shape of doorway *more window space like above

STORE RENDERINGS

*all renderings by interior designers madison mullins and dakota nesselbush

BUYING PLAN

store inspiration branding target customer store design buying plan product assortment vendors marketing plan social responsibility

The buying plan initial sales are based off a rough estimate of 2,500 sqft of selling space and a conservative $325 sales per sq ft to create a conservative plan of $800,000 in sales for the first year of business. Estimating that the store would be open for roughly 350 days of the year, the average sales per day would be a very reasonable $2,286. Planning to open in august of 2018, the store would plan to do $400,000 in the first 6 month season. The target reduction percent is 20% to create a cushion to be able to take risks in the assortment while trying to understand the customer in the first season. The target initial markup is a conservative 60% to stay competitive with other retailers who sell products from the same vendors. The gross margin target is 45%. This provides an average stock of $178 and an inventory turnover of 2.2 For the season. 34

Pure + Simple Financial Plan Fall 2018

PURE + SIMPLE FINANCIAL PLAN FALL 2018

(000's) Net Sales Plan Inventory Turnover Average Stock Reduction $ Reduction % IMU % GM %

400.0 2.2 178.7 80.0 20.00% 60.00% 45.00%

(000's) Net Sales % Fall Stock / Sales Ratio BOM Stock EOM Stock Reductions % Fall Receipts Retail Receipts Cost

August 64.0 16% 2.8 179.2 180.0 8.8 11% 73.6 29.4

September 72.0 18% 2.5 180.0 174.0 10.4 13% 76.4 30.6

October 60.0 15% 2.9 174.0 187.2 13.6 17% 86.8 34.7

November 72.0 18% 2.6 187.2 197.6 16.0 20% 98.4 39.4

December 76.0 19% 2.6 197.6 168.0 17.6 22% 64.0 25.6

January 56.0 14% 3.0 168.0 165.0 13.6 17% 66.6 26.6

Total 400.0 100% 178.7 80.0 100% 465.8 186.3 35

PRODUCT ASSORTMENT

CATEGORIES

womenâ&#x20AC;&#x2122;s dresses, tops, outerwear, bottoms, shoes, jewelry, bags, wallets, home+gifting 37

store inspiration branding target customer store design buying plan product assortment vendors marketing plan social responsibility

The goal of the assortment plan is to keep depths low and provide more styles to the customer. The depth goal will be to keep depths to about 2 units per size per style. This will create an urgency for the consumer to buy. This will also help alleviate risk in the first year of business so that the business will determine exactly how the customer reacts to products in the store without having too much risk of marking down a large amount of stock. The low depths will also help the customers to feel like they are purchasing unique products that not everyone in the community will own. Based on an average stock of 178.7, The category percentages, and an average depth of 10 per style (xs:1 s:3 m:3 l:2 xl:1), the average units on hand give a reasonable amount of possible styles to carry in the boutique. 38

assortment plan

avg retail % assortment avg units on hand dresses $ 200 15 % 134 outerwear $ 200 10 % 89 tops $ 128 20 % 279 bottoms $ 128 20 % 279 jewelry $ 98 15 % 274 bags/wallets $ 150 10 % 119 shoes $ 150 5 % 60 home+gift $ 50 5 % 179

VENDORS

VENDOR LIST

apparel

jewelry

shoes

bags + wallets

home + gift

raven+lily cleobella tribe alive krochet kids intl ystr symbology dl1961

raven+lily kendra scott cleobella tribe alive nisolo mata traders sseko

nisolo sseko fortress of inca

sseko cleobella tribe alive nisolo

raven+lily chabi chic

womenâ&#x20AC;&#x2122;s apparel, jewelry, bags, wallets, home+gifting

RAVEN + LILY

$9-$400

fair trade, gives back, sustainable, usa made

womenâ&#x20AC;&#x2122;s apparel

KROCHET KIDS INTL

$20-$88

gives back

women’s apparel, jewelry, bags, wallets, home+gifting, children’s

CLEOBELLA

$29-$350

gives back

womenâ&#x20AC;&#x2122;s apparel, jewelry, bags, wallets, home+gifting

TRIBE ALIVE

$20-$350

fair trade, gives back

womenâ&#x20AC;&#x2122;s apparel

YSTR

$30-$300

sustainable, usa made

womenâ&#x20AC;&#x2122;s denim

GENETIC DENIM

$120-$240

sustainable, usa made

womenâ&#x20AC;&#x2122;s apparel

SYMBOLOGY

$90-$260

fair trade, gives back, sustainable

jewelry, home

KENDRA SCOTT

$50-$300

gives back

womenâ&#x20AC;&#x2122;s shoes, jewelry, bags, wallets

NISOLO

$68-$268

fair trade, sustainable

womenâ&#x20AC;&#x2122;s shoes

FORTRESS OF INCA

$200-$275

fair trade

shoes, bags, wallets

SSEKO

$50-$500

fair trade, gives back

home+gifting

CHABI CHIC

$15-$30

fair trade, gives back, sustainable

MARKETING PLAN

LOCAL MARKETING

In order to ensure that PURE + SIMPLE is an active part of the Rockwall community, PURE + SIMPLE will partner with local senior photographer, Taylor Duggan. Taylor Duggan is exceptionally known in the area as a skilled and desired photographer for seniors in high school. She employs senior representatives every year who are responsible for marketing her business to their friends around their schools and in return, they receive free photoshoots. PURE + SIMPLE will lend clothing to Taylor Duggan for her senior reps to wear in their photoshoots which will promote the store and increase the brand awareness among the high school market. PURE + SIMPLE will also hang the photographs in the store to promote Taylor Dugganâ&#x20AC;&#x2122;s business. The photos are also marketable material that will be posted on social media to promote the shop. http://taylordugganseniors.com/

store inspiration branding target customer store design buying plan product assortment vendors marketing plan social responsibility

SOCIAL MEDIA PLATFORMS

Instagram will be used to keep customers up to date with new arrivals, photoshoots, curated outfits, store events, customer testimonies, and promotions. The voice will be targeted to the genz and millennial customers (more casual and conversational voice).

Facebook will be used to keep customers up to date with new arrivals, photoshoots, curated outfits, store events, customer testimonies, and promotions. The voice will be targeted to the older millennials and older customers (slightly more formal but still conversational voice).

Snapchat will be used to snap new arrivals on models right before the product launches in-store to create buzz. Snapchat will show products as they are being unboxed from shipment and will be used to communicate promotions. The voice will be extremely casual and conversational, as if talking to our customers like they are our best friends and insiders to the brand.

PURE + SIMPLE will hold off on online e-commerce for a year so that the business can get a better read of the customer in the store.

SOCIAL RESPONSIBILITY

To reinforce that PURE + SIMPLE cares about people, PURE + SIMPLE will partner with local non-profit, Exodus Ministries Dallas, an intensive, comprehensive, residential discipleship program for mothers reuniting with their children. One of their biggest donation needs are bras and panties. These are items that are not commonly donated and are one of the most needed items in various sizes. As part of PURE + SIMPLEâ&#x20AC;&#x2122;s social responsibility, there will be a constant clothing drive for these items with a 10% discount incentive for customers who bring these items in. In addition to the drive, PURE + SIMPLE will host various events with the women at the shop depending on the needs of the non-profit such as makeover days. Exodus Ministries also needs many volunteers for various programs that they offer. PURE + SIMPLE will refer customers who want to get involved.

CONCLUSION

PURE + SIMPLE provides fashion that you can feel good about. In an industry that is driven by materialism and cheap labor, PURE + SIMPLE combats injustices by promising that every product in the store will be at least one of four things: Sustainable, USA made, fair trade, or gives back. PURE + SIMPLE is committed to proving that it is possible to live an ethical lifestyle while still enjoying fashionable and aesthetically pleasing products in every aspect of life. Through impeccable quality and style, PURE + SIMPLE will provide Rockwall, Texas with fashionable, sustainable, ethically conscious and contemporary fashion.

SOURCES

http://www.laterrastudio.com/portfolio/downtown-rockwall http://planetrockwall.com/directory/listing/downtown_rockwall_-_historic_square http://www.rockwall.com/mainstreet/mainstreetevents.asp http://www.rockwalldowntown.com/ https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=20&pageName=ZIPCodeLookup http://www.rockwallheraldbanner.com/news/local_news/rockwall-county-ranked-as-wealthiest-county-in-texas/article_58980642-d113-11e59174-739e421b8310.html https://datausa.io/profile/geo/rockwall-tx/#category_age http://www.city-data.com/city/Rockwall-Texas.html

Savannah Weghorst Senior Capstone Prof. Daniel Green Fall 2017