Molly Chanthavong Victoria Adeniji Emma O’Connor
Vision Statement We will be selling luxurious fashion merchandise to women. Our store will be the center of fashion and culture to tourists and locals. It will be the most talked about place in Chicago for carrying trendy and luxurious clothing, shoes, handbags, and accessories. We hope that our business can be featured in top fashion magazines, television, and other advertisements. Our goal is to run a successful store and to open a chain store somewhere else in the future. We hope to generate the most sale revenue as well as promote the different cultures through our use of merchandise.
Mission Statement In our store, De Luxe Joli, we will work together with a level of passion to reach our goals offering the highest level of customer services that provides our customers with a taste of luxurious and trendy garments, shoes, and handbags. We will be selling our luxury items especially designed by talented international designers to satisfy the needs of our target market. Our associates will connect with the customers at a more personal level to form loyal clients.
Company/Concept Statement Our company will provide our customers with garments and accessories exclusively sold at our store. We only sell luxury items to our customers because we want them to have the best. Our handbags, clothing, and shoes are the products of international designers and come equipped with culture and diversity.
Company Our company is a luxury American specialty store that features some of the most exclusive international designers from around the world. The boutique key products include ready to wear clothes, handbags accessories, and shoes. What makes this store special is that it has exclusive collection pieces from up and coming international designers that may not be in other specialty department stores. It also has a sleek, chic, upscale sense walking into the store that is pleasing to the eye. The store niche is our unique brands that differ from others. Though it differs, it is unique and is accepted by many different women here in Chicago. De Luxe Joli is known throughout the city of Chicago to find looks by mixing and matching clothes you may never consider putting together, and not from ordinary name brands.
Culture The culture of the store is very friendly oriented. Inside you will find stylists building wardrobes for their clients, while offering them bottles of waters to make sure they are being well taken care of. We follow up with almost every single customer not only to tell our clients about our sales, events, but we want to know how they are. We also care about appearance as much as our customers so everyone is dressed professionally looking their best with silk tops and high waist black bottoms with a flare at the bottom of the pants to show a sense of style. We do this so we can be more related to the client/customers. We want to show them that we too love the fashion world, and we appreciated by telling it through our clothes.
Customer Our average customer is a woman who is on the go. She loves to have experiences (traveling etc), diligent, headstrong, knows what she wants, and not afraid to take risk. The age can range form 25-45 years old and they are a mix of different races. The customer has an unlimited income, which makes her, at times, and impulse buyer. She may come in to the store looking for a black tie event dress and leave with buying a clutch, a piece of jewelry and maybe even a second dress.
Customer Profile Athena Rossi Geographic: Region: West loop (west side) City Size: 2884305 Urban/rural: Urban Climate: Four Seasons Demographics: Age: 27 Sex: Female Family Life Cycle: Engage Income: 59,000 Education: University Graduate Occupation: Associates buyer for Prada stores Religion: Spiritual Ethnic Background: Greek and Italian Psychographics: Social Class: Upper middle class Personality: adventurous (travel), outgoing, high maintenance, and achiever. Life Style: Loves yoga, shopping, blogging, social beautiful, loves to meet people, Consumer behavior: Benefits Desire: Location in the city, trendy eclectic style, Usage Rate: Medium
Competition De Luxe Joli biggest competitor today is Intermix. Intermix has excellent customer service and have a strong clientele following. Both companies do offer most well known brands so many customers favor them because they are oppose to change. Also they do have mark down deals on designer clothes that can be more than what De Luxe Joli offers. They have big events as well; Intermix, for FNO, has a fashion show showing its latest brands new collections.
SWOT ANALYSIS Strengths: •Customer’s high income, disposable, and established career •Located in diverse city, Chicago •Hold exclusive flash sales for clienteles •Promotion through social media, events, print ads •Personal shoppers •Exclusive up and coming international designers •Small staff and management makes it feel like friends and family working together
Weaknesses: •Luxury items that many people can’t afford •Fewer sales because of high priced garments •New business=unknown •Only one location in Chicago land area •Small staff can be overwhelming on busy days
Opportunities: •Smaller and intimate, personal relationship with clients •Chicago is a growing fashion industry •ADT security, and new check out technology
Threats: •Competitors are already well established with a loyal customer base •Don’t have the financial stability compared to competitors •Technology can back fire and make use do things manually
Branding
De Luxe Joli means “Lovely Luxury” in French
Product/Service/Merchandise Assortment
Emilio de la Morena
Christopher Raeburn
Michael Van Der Ham
Guido Maria Krestchmer
De Luxe Joli will have exclusive pieces from up and coming designers from across the globe. They consist of handbags, shoes, accessories, and clothes. Our main type of clothing will consist of dresses, tops (blouses, shirts, tank tops, etc.), bottoms (pants, shorts, skirts), and outerwear (jackets, coats, sweaters).
Dion Lee
Benson Chen
David Koma
Crisian and McCaffrey
Felicity Brown
Location
Location Fact Sheet Cross Streets
651 W. Armitage Ave, west of Orchard
Dimensions of entire space; Total square footage
1,250 square feet
Dimensions of separate spaces: square footage of bathrooms, square footage of store rooms
N/A
Shape of store
Rectangular
Location of entrances/exits
Entrance in front
Location of windows
Main front windows
Monthly rent, rental/square foot
$3,125; $30/SF/year
Terms of Lease
Modified Gross
Common area fees: Maintenance, marketing, etc
N/A
Security Deposit
N/A
Realtor fees
N/A
Expenses incurred by lease: Utilities, etc.
N/A
Allowable renovations
Yes
Landlord obligation/commitment for renovations
N/A
Store DĂŠcor and Visuals
Planogram
E-Business • De Luxe Joli believes in connecting with customers and keeping them up to date about our merchandise, events, and boutique. • There is no better way than using the World Wide Web. We will have a website, blog (tumblr), and twitter that will be updated continuously. • Clients and new potential customers will receive news faster through our twitter feed and know when our special events will take place.
• De Luxe Joli Tumblr • De Luxe Joli Website
Marketing De Luxe Joli offers clothing and accessories in our Chicago store only.
Prices Our prices are premium. The price point varies between each category. Dresses: $299 - $899 Tops: $89 – $599 Bottoms: $199 - $599 Outwear: $399 - $999 Accessories: $79 - $499 Shoes: $299 - $799
Promotions and Events De Luxe Joli does not offer seasonal sales, however we will have flash sales that will last for two weeks clearing out the end of season merchandises. We will offer them 40% off from the selling price. For our grand opening we will take to Twitter, CS magazine, and TCW magazine to inform potential customer to come into our stores in celebration. We will offer them free styling tips, introductions to the newest collections, and special guest (future designers). Other in store events will be sent electronically via email, twitter, tumblr and our website. Each season we will have a introduction to the new collection. For FNO we will host an event for everyone to join us in celebration of fashion today.
Advertising and Publicity Advertising The message that we are trying to send out is about our new boutique featuring up and coming international designers. We will pick top magazines throughout the Chicago area: CS, Chicago Fashion, Today Chicago Women, Michigan Avenue, etc. Publicity For PR, we will write a press release informing local television news shows that we are having a FNO event welcoming everyone to our store. We will also take care of videotaping and photography to post on our social network pages.
Advertising Calendar & Budget Promotional Event
Month
Estimated Sales for Event
Total Costs of Event
Flash Sale for Fall/Winter
March
$2,887.5
$1,250
Flash Sale for Spring/Summer
August
$2,887.5
$1,250
Fashion Night Out
September
$2,887.5
$1,250
Black Friday Event
November
$2,887.5
$1,250
$11,550
$5,000
Total
Management & Leadership Style Selling Programs Employee Motivation For our VIP clients, after spending $5000 or Meetings will take place on the first more in one year we can offer them 50% off Sunday of each month welcoming our special collections from new season. Price employees to a special brunch on the points between $89 - $599. management team for thanking them for their hard work in sales the last month. This will also prep them for what is to come this month. There will be a chart showing sales of each week by each associate, associates with the highest goal will have a yellow Employee Bonuses and Incentives highlight showing their achievements. Vouchers, or gift cards, can be given to Each associates with will have their on employees if they have a multi-sale of $1000 personal mail box which will be use for or more in one purchase. The amount will be clients information and also sale charts $50 for employees to use in the store. which will have a personal thank you During sales, employees who have sold signature from supervisors. the most items of sale items in a week will have their pick of a sale item worth $200 to have.
Employee Goal Sheet Associate
Week 1
Week 2
Week 3
Week 4
Total
Lauren
$4,000
$4,500
$5,000
$4,000
$12,500
Serena
$3,500
$3,000
$2,500
$3,500
$12,500
Nate
$1,000
$900
$1,000
$1,000
$3,900
Olivia
$562.5
$662.5
$562.5
$562.5
$2,350
Shannon
$562.5
$562.5
$562.5
$562.5
$2,250
Totals by Week
$9,625
$9,625
$9,625
$9,625
$38,500
Store Goal
$38,500
Management Structure
Ethics • Sexual Harassment is unlawful. Any employee involved in such an act, will be terminated immediately. Employees that are involved should close their relationships immediately at an appropriate setting. • De Luxe Joli is an equal opportunity fashion boutique. We do not discriminate on race, ethnicity, sexuality, and gender.
• De Luxe Joli does not tolerate theft. When an employee is caught stealing it will result into an immediate termination. They will also be prosecuted under the Chicago police force and law. • Employee discounts are for employees only. Employees getting caught using their discounts for others will be terminated immediately.
Employee Rates, Bonuses, & Discounts Employee Rates Bonuses •Managers at De Lux Joli will receive a •If the store has exceeded their goal plan we competitive compensation salary can offer them a 10% bonus on each paycheck. including health benefits and paid vacations. Discounts •Employees will receive a 30% discount with •Part-timers will receive $9 an hour and each purchase. De Luxe Joli will also have a may be eligible to receive a raise after 6 family/friend night, where friends and family months upon a good review by store of employees may receive a 10% discount on supervisors. purchases.
Training & Employee Manuals Training •Training will start shortly after the new hire is informed. Training is a two-week process that the new hire must commit to. •They will learn cash register duties, how to fill out a charge-send form when clients order on the phone, and how to correctly stock new products upon arrival. •New hire will also go through the process of understanding our garments, and how to style clients. They will try on selected pieces by the management team and understand the fit of each garment.
• They will also understand the feel of the different fabrics, so they can better describe it to new customers. • They must shadow current employees with 5 or more clients for two days to understand client and stylist relationships. Employee manuals Employee manuals will be distributed upon hire to the new stylist. This will include all HR policies, training procedures, hourly rates, discounts, and training style.
Employee Schedule Sheet Sunday
Monday
Name Lauren
11:30 – 6:30
Serena Blair
Nate Olivia Shannon
Georgina
9:30 – 5:30 11:00 – 7:30 10:00 – 6:00
Tuesday
Wednesday
Week of April 5-11 Managers/Visual Merchandise 11:00 – 9:30 – 9:307:30 5:30 5:00 9:30 – 11:00 – 5:30 7:30 12:00 – 10:00 – 9:00 – 8:00 6:00 5:00 Part Time/ Part time Keyholder
3:30 – 7:30 11:30 – 3:30 1:00 – 6:00
Thursday
3:30 – 7:30 4:30 – 7:30
12:00 4:00
Friday
Saturday
Totals
34 9:30 – 5:30 1:00 – 9:00
9:30 – 6:30
34
3:30 – 7:30
1:00 – 7:30 10:00 – 4:00 12:00 – 6:00
18
4:30 – 7:30 Interns 5:009:00
34
13 14
8
Merchandise Classification Sheet Category
Dresses
Tops
Bottoms
Outerwear
Accessories
Shoes
Feb.
March
April
May
June
July
3%
9%
13%
16%
13%
9%
$2,310
$6,930
$10,010
$12,320
$10,010
$6,930
7%
10%
9%
10%
9%
9%
$5,794.25
$8,277.5
$7,449.75
$8,277.5
$7,449.75
$7,449.75
4%
10%
11%
11%
9%
4%
$3,080
$7,700
$8,470
$8,470
$6,930
$3,080
9%
14%
7%
5%
4%
3%
$6,930
$10,780
$5,390
$3,850
$3,080
$2,310
4%
9%
12%
10%
8%
7%
$770
$1,732.5
$2,310
$1,925
$1,540
$1,347.5
11%
4%
7%
12%
11%
9%
$519.75
$2,079
$3,638.25
$6,237
$5,717.25
$4,677.75
Total
$38,500
$41,387.5
$38,500
$38,500
$9,625
$25,987.5
Catergory
Dresses
Tops
Bottoms
Outerwear
Accessories
Shoes
Aug.
Sept.
Oct.
Nov.
Dec.
Jan.
2%
6%
6%
9%
8%
6%
$1,540
$4,620
$4,620
$6,930
$6,160
$4,620
9%
8%
7%
11%
7%
5%
$7,449.75
$6,622
$5,794.25
$9,105.25
$5,794.25
$4,138.75
5%
10%
10%
12%
10%
4%
$3,850
$7,700
$7,700
$9,240
$7,700
$3,080
4%
10%
12%
18%
7%
7%
$3,080
$7,700
$9,240
$13,860
$5,390
$5,390
8%
9%
7%
12%
10%
4%
$1,540
$1,732.5
$1,347.5
$2,310
$1,925
$770
2%
4%
14%
16%
11%
9%
$1,039.5
$2,079
$7,276.5
$8,316
$5,717.25
$4,677.75
Total
$38,500
$41,387.5
$38,500
$38,500
$9,625
$25,987.5
Monthly Sales Plan Month
% of Total Year Sales
Sales Plan
Justification
January
5%
$19,250
Lowest sale after holidays
February
5%
$19,250
Continue low sales due to weather
March
10%
$38,500
Flash sale for Fall/Winter
April
10%
$38,500
New Spring/Summer Collection
May
9%
$34,650
Continue Spring/Summer Collection
June
8%
$30,800
Prices may effect consumers decisions
July
6%
$23,100
Client’s vacation
August
8%
$30,800
Increase due to new styles
September
10%
$38,500
Fashion Night Out event
October
7%
$26,950
More outside events
November
13%
$50,050
Black Friday, Holiday Sales
December
9%
$34,650
Holiday pruchases
Total
100%
$385,000
Sales Plan by Category Category
% of Total Year Sales
$$
Justification
Dresses
20%
$77,000
Dresses are for going out and special events
Tops
22%
$82,775
Tops are a big seller because they are everyday wear items.
Bottoms
20%
$77,000
Bottoms need to match tops
Outerwear
20%
$77,000
Consists of sweaters, coats, jackets, and blazers that is a necessity.
Accessories
5%
$19,250
Need accessories to compliment and add to outfits.
Shoes
15%
$51,975
Needs shoes to compliment outfit.
Operations Business Hours of Operations: Mon-Sat 10:00 – 7:00 pm Sunday 12:00 – 6:00 pm
Loss Prevention and Security: De Luxe Joli will have topnotch security cameras around the inside of the boutique followed by homeland security provided by ADT. Clients will have to check in their shopping bags from other stores during the boutique’s busy hours (Friday-Sunday). All employees will have bag checks during breaks, closing time, and every time each one visits the stock room while not scheduled to work.
Exchange/Returns • De Luxe Joli offers merchandise holds for 24 hours (special clients may have an extended hold up to 3 days). • Returns may be made within 14 days if unworn with a valid receipt and tag attached. • Within 30 days, purchase may be returned if unworn, has a receipt, and tag attached for store credit only. •
De Luxe Joli will not accept purchases that are longer than 30 days.
Customer Service/Clientelling Clientelling •Each stylist must have a client book that will be provided by the boutique. •Inside they will find a VIP client section, which will keep record of the names of their clients and notes. •The book will also have calendars for the stylist to schedule appointments with their clients.
Customer Services De Luxe Joli will offer the highest quality of customer service to our clients. We believe in the “customers are always right” method. During regular business hours we will offer bottle of sparkling water while they try on clothing. We will also send thank you cards after big purchase or VIP clients. And for special events we will extend invitation to all customers, welcoming them into our fashion world.