retail store concept final
TRANSCRIPT
Mission Statement: “ Bringing out the confidence in women through our looks”
Vision: To allow women to feel confident, elegant and chic in our high end ready to wear products.
COMPANY/CONCEPT STATEMENT Inspired by African culture and femininity, L’africaine is designed to cater to a wide range of women who love color & uniqueness . Both of these elements will be used to create ready -to- wear luxury clothing , shoes and accessories. Our business will promote sense of originality and exceptional service by providing a difference in clothing and personal interaction.
CULTURE
L’africaine is a high end ready- to - wear luxury brand that offers its customers a collection of products including apparel, shoes and handbags made with exquisite African prints. Our company is dedicated in providing our clients a great array of culture through clothing.
At L’africaine we encourage positivity among our staff. Our employees are social, interactive and welcoming. We make sure that customers are always satisfied with the service they receive.
COMPANY
CUSTOMER PROFILE Geographic Segmentation
Region: Midwest City Size: 90,000+
Urban/Rural : Urban Climate: Four seasons
Demographic Segmentation Age: 25-50 Sex: Female
Family life cycle: Married with children, Dating Income: $65,000-$80,000
Education: College Graduate Occupation: White collar
Religion: All religions Ethnic Background: All ethnicities
CUSTOMER PROFILE Psychographics
Social Class :Middle- Upper Class Personality: Classy, Fashion trendsetter, Perfectionist
Lifestyle: Traveller, Fashion shows
Consumer Behavior Benefits Desired: Originality, Quality, Special
customer service Usage Rate:4 Visits per month
MEET OUR CUSTOMER CHLOÉ:
Sex: Female Age :26 Home: Chicago, IL Occupation: Trend Forecaster Income: $75,000 Status: Dating Hobbies :Painting, Antique shopping, Blogging Favorite Sports: Ice skating & Tennis Favorite Music Genre: Easy Listening & Soul Favorite Movies :The vow, Bride wars, Devil wear Prada Favorite Places to visit: Abu Dhabi, Ibiza, Nice Personal Style: Simple but classy , minimal jewelry and accessories & loves colors.
COMPETITION
L’africaine’s competitors are Karen Millen and Nicole Miller. However, our company goes beyond to guarantee that customers are offered a great experience like no other. Unlike our competitors we are original and a unique brand, our fabric selection is very different and appealing hence we grasp the attention of a
wider audience.
BRANDING
Our brand shall embrace the idea and inspiration of the African Culture using Adinkara symbols and African Print as the background . The symbol is called “Fawohodie” which means independence or freedom. I like the idea of it symbolizing the vision of our company and the type of woman who would embrace our clothing.
L’africaine
LOCATION FACT SHEET
LOCATION : 1165 North Clark Street Chicago, IL 60610 NEIGHBOURHOOD: GOLD COAST RENTAL RATE: $1,050 TOTAL SQ FOOTAGE: 900 SF FEATURES: OVER SIZED WINDOWS, 13 FOOT CEILING HEIGHTS,NATURAL LIGHT, CUSTOM FINISHES, UPDATED EQUPIMENTS & FULL LOBBY RENOVATION EXPENSES: FULL JANITORIAL AND HVAC COSTS INCLUDED IN THE RATES
PLANAGRAM
We have developed the layout of our store to be simplistic and open. As you walk in you will see new arrivals in the very front of the store. A comfy African vibe sitting area and right across from it very spacious fitting rooms. The shoes and handbags will be towards the back of the store.
Ceiling Racks( All Clothing will be hung on these ceiling racks. One of each size and the rest shall be back stocked)
E-BUSINESS
Website: Get a peek of our new seasons clothing on www.L’africaine.com v Simple to use and great for online shopping v Accounts can be created to get exclusive deals and updates on new arrivals v Members will be able to access sales before non members.
Instagram: Besides our website anyone can access our instagram account. v You can get styling tips v Hash tag your favorite l’africaine trend and be featured on our instagram account. LinkedIn: You can also connect with us on LinkedIn. v See job openings v Sketches of new collections v Get in touch with creative directors
MARKETING PLACE: v Clark Street v Brick-n-mortar store, ready to give our customers personal service. PRICE: v Target middle to upper class women v Premium priced retailer v Our merchandise is sold at a price which reflects the quality of the product.
PROMOTION: v Free delivery for in store purchases v 20% off for new clients v Distributing Flyers in malls and busy areas v Trend books every season v Personal E-mail notifying you of our New trends and sales.
PROMOTION: v Coupons in fashion magazines for new clients v Private fashion show and 40% on all new arrivals v Free handbag with purchase of $400 or more v Mailing lists v Collaborations with fashion magazine companies and
agencies ADVERTISING: Our goal is to reach out to women who want to express themselves with fashion by: v Putting up billboards v Creating a tv & radio commercial v Promoting ourselves on twitter, Facebook v Organizing fashion shows & parties
PUBLICITY: v Social Networks like Instagram &
Twitter v Fashion Articles v YouTube channel v Reaching out to the community v Volunteer positions for our events v Feature at Chicago Fashion
ADVERTISING CALENDAR & BUDGET
Advertising Location: Launch Party @ 1165 North Clark Street. Hors d’eoufs and non alcoholic beverages will be served . There will be a raffle for a free tote bag and a $200 shopping spree. This will be done one time during the opening of the store. Cost : $ 800
Promotion Location: At our store, we shall give 10 customers a $ 50 off coupon on their first purchase of $ 200 or more This will be done during valentines day, mothers day and Christmas ( 3 times a year) Cost:$ 500
Publicity Location: We will participate at the Chicago style Fashion show. This will be done once twice a year during spring and fall Cost : $450
ORGANIZATIONAL CULTURE
ATMOSPHERE: We want to achieve a comfortable atmosphere for both or clients and employees. Our goal is to be loyal and be mindful of the policies of the company. The culture of the company will comprise of core values , team work, integrity and above all great customer service. Having an environment that ensures comfort for the employees will create a sense of belonging and help the business grow. The will be personal shopping services for our clients where they will be served appetizers and hot or cold beverages. The layout of the store will be very appealing and welcoming. There will be soft music in the background and incense smells that will create a relaxing vibe when shopping.
MANAGEMENT & LEADERSHIP STYLE The management of L’africaine shall sustain an authoritarian style of leadership. v Our company shall comprise of a manager, a co- managers , 4 sales associates.
v Managers & co- manager are in charge of what actions must be taken and makes the final decisions.
v In most cases the manager or co-manger and sales lead and two sales associates will be working during the week
Manager
Co-Manager
Sales Associates
v Employees who add a minimum of 5 new customers on our mailing list get a Kate Spade Bracelet.
v Managers will receive 50% off full priced merchandise and sales associates will receive 35%.
EMPLOYEE MOTIVATION: Our staff are a huge part of our success and in order to keep that motivation we shall offer them these
incentives.
GOAL SETTING SHEET
Employees WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 TOTAL
April $450.00 $300.00 $350.00 $200.00 $150.00 $1,450.00
Jenny $300.00 $150.00 $250.00 $100.00 $100.00 $900.00
Rachel $200.00 $100.00 $150.00 $150.00 $150.00 $750.00
Danielle $300.00 $350.00 $100.00 $200.00 $100.00 $1,050.00
Kris $300.00 $250.00 $150.00 $250.00 $150.00 $1,100.00
Madison $100.00 $150.00 $200.00 $300.00 $200.00 $950.00
Total per week
$1,650.00 $1,300.00 $1,200.00 $1,200.00 $850.00 $6,200
Goals by Managers $ Associates ( MAY 2015)
L’AFRICAINE
STORE GOAL : $6,000
SELLING PROGRAMS
v Employee of the month plaque v Free lunch if the employees make the goal for the month v By doing well in the company the employee will be able to move on up to a higher level within the company
COMPETITIVE SHOPPING
Our Sales Associates will be sent out every three months to visit our competitive stores, Nicole Miller & Karen Millen and other stores we feel might be selling similar products. By doing this we would be able to get a sense of
how to improve our business. This also gives us a chance to see if we are lacking in any area as far as how we deal with our customers and the kind of people who are shopping with us in comparison to our competitors.
HUMAN RESOURCES
Company Ethics: v Every employee must be 18 years or older v Integrity and core values are a huge part of our company and we believe each of our employees feel the same way. v We treat each customer fairly and make sure they are well attended to . v Team work and creating a respectable environment among each other is a vital component of our business. Hourly Rates & Bonuses: v Managers & Co- Managers - $15 / hr v Sales Lead Associates -$ 12/hr v Sales Associates -$10 /hr
HUMAN RESOURCES
Discounts: v Managers, Co- Managers & Sales Lead will receive 50% on all full priced Merchandise v Sales Associates will receive 35% on all full priced merchandise. Training: v Managers will train associates by: v Giving overview of the store and policies v Have them watch training videos v What tasks are done during opening and closing v How to perform these tasks correctly
HUMAN RESOURCES
Training: v Cleaning process for the store v Straightening the store in between customers and closing v Using the Cash register v Wrapping up and bagging items v Processing items correctly v Replenishing items v Back stocking v Visual displays
EMPLOYEE MANUALS
Employees will receive packets that contain detailed instructions of working at our store: v HR policies v Dress code v FAQ’S v How to deal with customers v Contract of comprehension
SCHEDULE SHEET
Employees Monday Tuesday Wednesday Thursday Friday TOTAL
April 8am-‐ 3pm 11am-‐ 8pm 8am-‐7pm 8am-‐6pm Time off 37 hours
Jenny 11am-‐8pm Time off 10am-‐8pm 11am-‐8pm 8am-‐4pm 36 hours
Rachel 9am-‐2pm Time off Time off 10am-‐8pm 12pm-‐8pm 23 hours
Danielle 12pm-‐8pm 8am-‐5pm 8am-‐7:30pm 8am-‐4pm Time off 36.30 hours
Kris 8am-‐4pm 8am-‐3pm Time off Time off 11am-‐4pm 20 hours
Madison Time off 12pm-‐8pm 11am-‐8pm Time off 1pm-‐8pm 24 hours
April 30-‐ May 1 (2015)
L’AFRICAINE
FINANCIALS Monthly Sales Dollars
• Month
Month % of total year Sales Plan Justification April 10% $45,000 The weather is changing and
people shop a lot during Spring Season, plus Easter is around the corner
May 5% $22,500 People are shopping more for summer clothing
June 10% $45,000 A lot of garden parRes are taking place and people want to look vibrant for summer
July 4% $18,000 People are travelling and going on vacaRon
August 5% $22,500 Sales are coming up again because people are back from their trips
September 11% $49,500 People need no looks for fall
October 9% $40,500 It is geWng cooler, so sales have dropped a liXle
Month % of total year Sales Plan Justification
November 10% $45,000 Thanksgiving holiday. Shopping for occasions
December 12% $54,000 One of our highest selling months. Christmas is near and giZs need to be bought.
January 4% $18,000 Spending is on the low aZer the huge shopping during November and December
February 15% $67,500 ValenRnes day is our highest selling months. A lot of our clients are going on dates .
march 5% $22,500 Sales have gone down quite a bit again, people are going on cruises so their spending is gearing towards their trip.
Total 100% $450,000
Monthly Sales Continued
Category % of total year Sales Plan
Dresses 20% $90,000
Skirts 15% $67,500
Pants 25% $112,500
Jumpsuits 5% $22,500
Shoes 15% $67,500
Handbags 20% $90,000
Total 100% $450,000
Sa Sales By Category
OPERATIONS
Store Hours v Monday- Friday- 9am- 7pm v Saturday & Sundays – We shall not open these days, weekends shall be for resting. Loss Prevention & Security To prevent theft, we shall: v Place security cameras near the cash wrap, in front of the store and near the shoes and bags area v Make sure our inventory is intact v Only managers will assist with sales associate returns and purchases v Constantly keep an eye on the entrances
SERVICE LEVELS
Making sure our customers have a smile on their face when they shop at L’africaine is important to us that is why we : v Put merchandise on hold for maximum of 2 days v Make exceptions on returns for customers depending on situations v Return policy; items can be returned if unworn, unwashed, and intact between 30days of purchase v Have alterations done for no cost v Always make you aware of our mailing list & benefits v Free shipping if items are ordered online within our store, no minimum fee v Range of dietary preferences on our appetizers for personal shoppers