Vogue Manner Rental Boutique
LeVonna Broomfield Spring 2013 Retail Management
We want our customers to feel beautiful while being on a budget while wearing clothes from our boutique. If need to rent a dress for a night out or a handbag for a date, then Vogue Manner is just for you. With rentable products from Vogue Manner, all eyes will be on them wherever they’re going. Most important our customers will feel and look amazing.
Vision State ment
Mission Statement
Vogue Manner wants to make women feel beautiful while on a budget. We strive to offer luxury clothes to our customers. We want our customers to feel welcome and also want them to come back and visit our store and tell all their friends about us.
About Vogue Manner/ Culture • Vogue Manner is a end-high luxury rental service, that offers clothing, shoes, handbags, jewelry and accessories from the luxury brands such as Chanel, Dior, Prada, Louboutin. Vogue Manner is dedicated to customers that can’t afford to buy luxury brands. VM gives customers the chance to feel beauty on a budget. Vogue Manner culture is luxury at it’s finest, offering a relaxed atmosphère and equal staffing.
Customer Lindsey is a 21 year old full-time college student and part-time worker at a department store. With her living downtown, she see’s so much fashion and different styles everyday. She enjoys reading Woman’s Wear Daily everyday and spending time with her fiancée. Since she’s still a college student, she doesn’t have much money to buy fancy clothes. She likes shopping at H&M, Akira, Zara and Forever 21.
Target Customer Geographic's Psychographics Region: Midwest Social Class: Middle/Working class City Size: 2,000,000+ Personality: Out-Going Urban/Rural: Urban Life-Style: Busy Climate: Four Seasons Consumer Behavior Demographics Benefits Desired: Good quality, comfort Age: 20-35 Usage Rate: Everyday Sex: Female Family Life Style: Independent woman Income: $25k-45k annually Occupation: Professional Religion: All Religions Ethnic Background: All Ethnicities
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Borrow a girl couture, is a boutique on the North Side of Chicago. It is a rental boutique, that gives customers to the chance to rent top designers clothing. Such as Alexander McQueen, Chanel, Phoebe Couture and many more.
Branding/ Logo Vogue Color scheme: Dark pink, Black and White Logo: Above Font Used: Monotype Corsiva Â
Manner
Merchandise Pants
Dresses Handbags Shoes
Accessories Belts
Tops
Location 53rd & Lake Park Ave Chicago, Illinois 60615
Location Fact Sheet Store Location: 53rd & Lake Park Ave •
Location - Southside
•
Cross Street - 53rd & Lake Park Ave.
•
Neighborhood – Hyde Park
•
Square footage - 918 sq. ft.
•
Shape of store - Rectangular
•
Entrance - Front entrance and Rear exit (for staff only)
•
Windows - Four large window on the front of the store
•
Monthly Rental - $1250 per month per lease
Term of Lease - 2 year lease Common Area Maintenance - Not applicable Security Deposit - $2500 (two month rent) Realtor Fee - Not applicable Expenses Utilities approximately $90 - $100 monthly Taxes – Not applicable paid by owner Allowable Renovation Basic updates such as painting Wall Art Furniture Landlord Renovation – Not applicable Central Air and Heating
Store Decor
Store DĂŠcor Cont. Vogue Manner is a very modern and contemporary store. We enjoy the chic luxury look. Still working with our brand colors pink, black and white. Topped with amazing elegant light fixtures that can not be missed.
Planagram
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Sitting area
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Cash register
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SWOT- External Factors Technology Opportunities ● On-line purchases ● Promotion via social media Threats ● Competitors working faster Opportunities ● from the help of technology. Have stylist in store ● ● More efficiency Offers clothes to fashion shows Society Opportunities Economics ● Popular Chicago fashionistas Threats ● or socialite wearing own Better warranty policy clothing as promotion. Threats Opportunities ● Less inexpensive than competitors ● Consumers wanting to invest in non-rental companies. Competition Threats ● Broader target market ● Have great business connects
SWOT Analysis Strengths: • Merchandise targets several needs of customers. • Target customer has modest income. Weakness: • Lateness of customers returning merchandise
SWOT Analysis Cont. Opportunities • The trend of luxury renting growing • Business continuing to grow as more customer enjoy our rental service. Threats • Other rental services growing and expanding on more rapid rate.
Year Sales Plan Our sales plan gives our projected total sales for the year. Our biggest sales were in the months of June, July & August. Because of our summer blow-out sale and holiday sales we offered.
0 0 0 , 5 0 2 $ : s e l a S l a t o T
Month
% Of Sales
$ Sales Plan
Justification
January
3%
$8,000
Dresses similar to dresses wore at Oscars now available
February
3%
$13,00
Buying trends are moderate
March
5%
$15,000
Spring is approaching
April
7%
$18,000
Spring is here. Sales increasing greatly
May
9%
$13,000
Peak of prom and wedding season
June
9%
$13,000
Summer trends approaching
July
11%
$23,000
Summer trends
August
12%
$27,000
Back to school & summer sale
September
10%
$20,000
Fall approaching
October
7%
$17,000
Weather and climate changing
November
9%
$19,000
Holiday shopping beginnings
December
8%
$19,000
End of year blowout sale
Management Style We have a small family and friend based work crew. All employees are treated with respect and trained to always be professional. Vogue Manner is committed to preparing our staff to meet the challenges of our ever changing business environment. Manager Assistant Manger/Key Holder Three Part-Time Sales Associate One Intern
Management Style Cont. Manager
Ass. Manager/ Key holder
Associates
Intern
Buys Merchandise
Makes Schedules
Run cash register
Clean store
Supports staff
Motivates
Greet Customers
Run errands
Evaluates performance
Visual Merchandising
Assist customers
Assist employees
Financial Planning
Train new hires
Marketing/Promotions
Assist with Inventory Data
Oversea store Run Inventory Hire employees
Category Sales Plan Category
% of Total Year Sales
$$
Justification
Handbags
30%
$75,000
Handbags is the ultimate accessory for a woman’s ensemble
Jewelry & Belts
15%
$30,000
Necklaces, rings, earrings can add such a great pop to an outfit
Shoes
20%
$60,000
Shoes can make an outfit
Dresses
15%
$15,000
Proms, Wedding, special occasions
Tops
15%
$15,000
Increases in Fall season
Bottoms/Pants
10%
$10,000
Sells better in Fall
Totals:
100%
$205,000
Loss Prevention Helps prevent shrink and theft in sets rules in store and maintain a safe environment. • Have sensors on all clothing. • All jewelry in cases, and can’t be removed without associate doing so. • High-end handbags in locked display case. • Employees always on floor assisting customers. • Hold wanted jewlery at register. • Door Alarm • Security cameras
Ethics Vogue Manner has high standards when it comes to ethics. We have established rules and guidelines to have all of our staff feel comfortable and even more our customers. We offer high quality products and even better relationships
Human Resources Dress Code: Business causal, should reflect personal style. No jeans, gym shoes or open toed shoes Customer Service: All associates and intern will work to satisfy the customer 100%. If they run into any problems, should get hirer ranked employee engaged. Handbook: There will be handbook given to all employees while in training. Explaining proper customers rules, dress code, benefits, payroll, etc. Scheduled reviews on performance will be conducted.
Both managers at Vogue Manner receive full benefits (health, dental etc.) Full-time managers also are allowed personal days and week of paid vacation per calendar year. Part-time sales associate must request time off, two weeks prior to time wanted. All staff must arrive on their scheduled time or there will be consequence.
Policies • ONLY accept MasterCard, Visa, American Express, or cash. • In addition to rental fee, a deposit will be required on high-end rentals • No fragance should be applied to clothing • Items must be returned in good stating and return according to established contract. • If clothing is damaged, a fee will charged. • If rental is returned late, a late fee will be applied.
Staffing Schedule Mon
Tue
Wed
Thru
Fri
Sat
Sun
Mer
9-5
Off
9-5
9-5
9-5
9-5
Off
Jess
2-8
2-8
off
2-8
2-8
2-8
Off
Nick
9-3
9-3
2-7
Off
Off
12-8
Off
Amber
Off
Off
9-3
9-3
9-3
2-7
Off
Jane
9-3
12-8
1-8
Off
2-7
9-5
Off
Alex
2-8
Off
Off
Off
9-5
9-5
Off
Payroll • Checks/Direct Deposit: Bi-Weekly • Distributed Accordingly • Head Manager: $15.00/hour • Assistant Manager/ Key holder: $13.50/hour • Sales Associates: $10.00/hour • Intern: Volunteer help ;College Credit
Service Levels • Shipping to home • 10% student discount • Gift wrapping • E-mail Club • Returning Customers Discounts
Goal Setting Associate
Week 1
Week 2
Week 3
Week 4
Total
Mer
$2,897
$3,212
$3,570
$4,000
$13,679
Jess
$2,000
$2,560
$2,988
$3,011
$10,559
Nick
$1,200
$1,678
$1,890
$2,100
$6,868
Amber
$1,867
$867
$1,500
$1,670
$5,904
Jane
$978
$1,009
$999
$1,420
$4,406
Total Goal
$41,416
Advertising Goal & Strategy
Goals For Vogue Manner to be the go to store for rental services. For customers to know we are welcoming and the atmosphere of our store is friendly
Strategy Advertising will be done in numerous ways. Magazine and newspaper ads. Social networks & college campus visits. Professional relationships.
Budget 15% of our budget is go towards advertising & promotion.
Advertising Goals & Strategy Cont. • Newspaper Ads • Magazine Ads • Social Networks • E-mails • Webpage
Event & Promotions Grand Opening of “Vogue Manner” Rental Boutique First annual fashion mixer. Calling all Chicago fashionistas, buyers, bloggers, etc. This is a night you don’t want to miss. Vogue Manner is hosting their first fashion social mixer. There will be refreshments, drinks and a good time. 53rd & Lake Park Ave 708-574-4356
Advertising Budget Event
Month
Estimated Cost
Actual Cost
Grand Opening
January
$2,00
$5,000
Summer Blow-out Sale
August
$15,000
$3,000
Holiday Sale
November
$15,000
$5,000
End Of Year Blow- December out
$10,000
$4,000
VM