Retail Management Project

Kanvas

Annabel Carrillo

Our company’s vision is focused on children and their creativity. Children have the opportunity to be bold and open-minded. Our goal is to illuminate the imagination of children.

Our purpose is to allow children to explore unmapped areas of their imagination through our products. Our hands-on approach provides kids with one of a kind creations facilitated by our merchandise. Children will take pride and increase self-esteem after fulfilling their vision.

Protecting the magical imagination of our youth is the core of our beliefs at Kanvas Kids Emporium. Providing high quality products in a timely manner is one of our many objectives and we strive to greatly satisfy each customer.

Consumers should expect well-crafted products and experience excellent service to assist in developing children’s innovation.

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Kanvas Kids Emporium is a children’s clothing retailer. We carry a range of simple, yet unique apparel used for an everyday lifestyle. In addition to this collection, we offer our customers the service of customizing certain garments and accessories such as: t-shirts, skirts, dresses, pants, sweaters, bags, scarves, and shoes. This is a special feature in which our customer’s possess the creativity to develop an individualistic and exclusive piece. Our focus revolves around children having the ability to use and express their vision. Kanvas Kids Emporium is a reflection of a child’s imagination.

The culture of our store is described as playful, energetic, and artistic. Our store is interactive and creates a dream-like atmosphere. Our store is illuminated with black lighting and mirrors; walls will be covered in chalk doodles and metallic handwriting. Kanvas Kids Emporium employees also enjoy the environment and experiment with their own clothes. They are positive thinkers and innovators.

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Geographic Segmentation

Region City Size Population density Climate

East to Mid-West 100,000+ Urban, Suburban Temperate, Cold

Demographic Segmentation Age 8-12

Gender Female

Household Size 3 or More

Income Parents Income: Over $150,000+

Occupation Parents: Professional

Customer: Student

Education Parents: College Graduates

Customer: Elementary School Sociocultural Segmentation

Culture American, European Religion Any Social Class Upper-Middle to Upper Class Marital Status Parents are married Psychographics Achievers

Affective and Cognitive Segmentation

Degree of Knowledge Novice Benefits Sought Prestige Attitude Positive

Behavioral Segmentation

Brand Loyalty Store Loyalty Usage Rate User Status Payment Method Media Usage Usage Situation

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Divided Divided Medium Current User Parent’s pay with Credit Card TV Home

Kanvas Kids Emporium offers a great service that many of its competitors do not hold. Unlike fashionplaytes.com, we give our consumers a location to select trendy and basic clothes that can be purchased as is, or modify certain designs.

Although, our prices may be higher than those of The Children’s Place and Gymboree, our cost is in the quality of our products.

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Tops [$29.50-$85]

Bottoms [$32.50-$85]

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Dresses [$39.50-$88]

Outerwear [$45-$138]

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Accessories [$6.50-$32.50]

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Store Location:

2136 North Halsted Street Chicago, Illinois 60614

Cross Streets:

North Halsted and West Webster

Neighborhood: Lincoln Park Dimensions of Entire Space: Total Square Footage

2,200 square feet

Shape of Store:

Square

Location of Entrances/Exits:

Front and back entrances

Locations of Windows:

Two large front windows

Monthly Rent, Rental/Square Foot:

$9,000 USD

Terms of Lease:

Neogotiable/Year

Common Area Fees: Mainenance,Martketing, Etc.

N/A

Security Depoit:

N/A

Realtor Fees:

N/A

Expenses Incurred by Lease: Utilities, Etc.

Utilities

Allowable Renovations:

Light fixtures, painted walls, addition of wall fixtures, painted front door entrance

A/C and Heating:

Central

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Kanvas Kids Emporium is an echo of a child’s inventiveness. We have selected dÊcor that translates this idea such as:

Metallic Line Drawings and Signage The metallic hand painted walls will note where products are found and draw the attention of parents and children. This idea translates the impression of a child’s doodle.

Chalkboard Wall Children will be able to decorate the wall with colorful chalk, and create a work of art like their customized garments.

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Wacky Fixtures Whimsical clothing racks, space-themed backlights, hand painted tables, and interesting light fixtures all will contribute to the creativity of children.

Outrageous Mannequins The children’s mannequins displaying our products will be dressed in a fun manner with colorful wigs and amusing hairstyles inspired by Dr. Seuss.

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Restroom

Storage

Kanvas Kids Emporium Fitting Rooms

Design Clothes Here

Assessories

High Traffic Area

Register

Boy’s Section

High Traffic Area

Chalkboard Wall

Clothes Available to Customize

Girl’s Section

Entrance Window = Table= = Table

Window Information Table = Hand Painted Table

= Rack = Mannequin Kanvas

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Website Customers will also be able to find our products on our website at www.KanvasKids.com.

• Simple, interactive, and easy for kids • Several graphics help children navigate freely • Made basic for kids to customize clothes • Parents can create accounts to look up past orders

Twitter In addition to the website, Kanvas Kids will have a Twitter account. Parents will be updated on: • New arrivals and sales • Twitpics of creative designs • Styling tips

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Place • Lincoln Park brick-in-mortar store • Online at www.KanvasKids.com • Catalog • Phone orders

Price • Target families with middle to upper middle class income • Premium-priced retailer • Price reflects quality and richness of our merchandise

Promotion • Mini look books featuring our products • Social media posts • Greeting cards • Local neighborhood events • Free accessory with purchase • Sidewalk chalk messages • Windshield pamphlets • Bumper stickers • Mini coloring books • Bright and interesting packaging • E-mail blasts: pre-sale, clearence, and special in-store events • Drawing competitions on chalkboard wall each month • Bring in children’s authors and illustrators Kanvas

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• Holiday parties and children’s day party • Hand out coupons at schools • Placemat and cups for kids at local restaurants • Craft days at store • Bookmarks • Headbands and hair bows • Mailing list • Scavenger hunts

Advertising Our objective is to expose Kanvas Kids Emporium and create interest in our store by: • Promoting at local parks and playgrounds • Displaying posters in ballet studios and karate classes • Posting our flyers at neighborhood coffee shops and restaurants • Stationing handouts at schools • Distributing flyers in local libraries and bookstores

Publicity • Press releases to local newspapers • Blog and social networks to communicate special promotions and offers • Video podcasts • Participate in forums • Radio interviews • Community involvement

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Advertising Calendar Advertising

Promotion

Publicity

Website

Venue

Launch Party at the Kanvas Kids Emporium. Food such as Mini cupcakes and juice boxes will be handed out. Free t-­‐shirt will be given for those who customize that same day.

Frequency (Weekly, monthly, quarterly)

This will be done during the introduction phase of the store.

Cost

$850

Venue

In store gift with purchase when customers buy $100 or more. Customers will receive a sock doll or action figure. Limit of 50 per season.

Frequency (Weekly, monthly, quarterly)

This promotion will be available two times a year. One will occur during the holiday season, and the other will be early fall (Back to School)

Cost

$1,000

Venue

Kanvas Kids Emporium will partner with a local hair salon to give customers the chance to get temporary tattoos or their hair braided along with a free hair bow with a purchase of $100 or more.

Frequency (Weekly, monthly, quarterly)

This event will occur during the slow moving season (late January to early February) to help bring back customers. We will bring it back during the summer.

Cost

$500

Venue

Online website and social media portals.

Frequency (Weekly, monthly, quarterly)

E-­‐Mail blasts and other promotional offers will be sent bi-­‐weekly to update customers on upcoming events and deals.

Cost

$100

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Employee Motivation The most important action we can take is to motivate our staff. To keep our employees satisfied and excited to work for the Kanvas Kids Emporium, we will offer: • Managers receive a 30% discount on all merchandise • Sales Assosicates receive a 20% discount on all merchandise • Commission bonuses during the slow retail season • Positive feedback and congratulating them on their hard work

Ideal Employee • Fun • Creative • Outgoing • Curteous • Funny • Energetic • Happy

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Goal Setting Sheet Kanvas Kids Emporium GOALS BY ASSOCIATE Mar-13

Associate

Goal Week 1

Goal Week 2

Goal Week 3

Goal Week 4

Goal Week 5

Goal Total

Annabel

$

3,850.00

$

3,500.00

$

3,300.00

$

3,650.00

$

3,950.00

$

18,250.00

Evelyn

$

3,000.00

$

3,250.00

$

2,950.00

$

3,150.00

$

2,500.00

$

14,850.00

Allyson

$

2,150.00

$

2,250.00

$

1,950.00

$

1,850.00

$

2,000.00

$

10,200.00

Anyiana

$

1,950.00

$

1,550.00

$

1,250.00

$

1,150.00

$

1,000.00

$

6,900.00

Sarah

$

1,000.00

$

950.00

$

1,150.00

$

1,000.00

$

900.00

$

5,000.00

$

-

$

55,200.00

TOTALS BY WEEK

STORE GOAL

$

11,950.00

$

11,500.00

$

10,600.00

$

10,800.00

$

$ 55,000.00

Selling Programs • Employee of the month for selling the most that period • Pay raise for those who consistently exceed selling goals • Ability to grow within our company

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10,350.00

Competitive Shopping Bloomingdale's Department Store: 900 N. Michigan Chicago, IL Shop Information Shop Date 15-Nov Day of Visit Thursday Time of Visit 4:30 PM Length of Visit 30 to 45 minutes Number of Visible Associates 2 Approximate number of customers (include yourself) 10 Associate Information Age (in decades) 40's Store Information How long did it take for an associate to acknowledge you after you entered the store?

Never acknowledged 2. How would you describe the attitude of the initial greeting/approach you received?

Neutral 3. When you first entered the store, what were store Assisting clients, Performing routine tasks associates doing (check all that apply) (replenishing stock, merchandising, etc.)

4. At anytime during your visit were you told about special promotions (sales) or events taking place within the store?

No 5. Was the store clean, neat and inviting?

Yes 5b. Cleanliness (Check off those areas needing attention): Floors, Displays, Entrances 6. Were associates behaviors appropriate and professional during your visit?

Yes 7. Were there any situations or comments you saw or heard which could positively or negatively affect a customer's perception of the store and affect the decision to return?

Negative 7a. Please explain your answer Customers could not find merchandise they needed. No one offered to help them. They decided to leave and shop somewhere else.

Associate Evaluation Greeting 8. Describe the quality of the greeting you received from Did not meet expectations/created a negative the associate. impression 9. Did the associate offer to show you the store layout OR mention other product categories (accessories, etc.)?

No Client Engagement 10. Did the associate ask specific questions to determine your merchandise needs and desires?

Did not asked any questions 11. How knowledgeable was the associate with regard to the products you discussed?

No feature or benefits were discussed 12. Describe the quality of your interaction with the Did not meet expectations/created a negative associate on the sales floor impression 13. Were you offered a beverage?

No 14. Did the associate display an energetic manner in helping you?

No Client Development 16. At any point did the associate introduce him/herself to you?

No Point of Sale/Placing the Item on Hand 18. Did the associate explain the "hold" process, e.g. how long the item would be kept on hold, etc.?

No 19. Did the associate reinforce your "hold" selection?

No 21. Did the associate thank you and invite you to return?

No 22. Rate the quality of your "Point of Sale/Placing the Did not meet expectations/created a negative Item on Hold" experience impression Management Interaction 23. Did you observe a manager on the selling floor?

No 24. During your visit was the manager's primary activity interacting with clients and/or sales associates relative to client needs? Check 'No' if you did not observe a manger on the floor No 25. Throughout your visit, did you observe the manager to be friendly and personable? Check 'No' if you did not observe a manager on the floor.

No 26. At any time during your interaction, were you personally introduced to the manager? Check 'No' if you did not observe a manager in the floor No Did not observe/or have interaction with the manager in the sales floor 27. Rate the quality of your experience with the manager Overall Experience Rating 28. Please rate your overall experience Meets some expectations On Hold' Follow Up 29. Within 48 hours after your visit, did an associate contact you regarding your 'Hold' item?

No Please provide detailed comments on your shopping experience. Comments should include a detail description of your interaction with the associate and/or manager. What question(s) were asked to determine your No one offered to assist me while I was browsing needs; what information was provided to you; what addthe store. I did like the wide selection on(s) were suggested; and your placing an item on Bloomingdale's offers. There is a wide variety in 'Hold' experience. Please explain all 'No' responses. merchandise as well as prices.

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• Management style is democratic • Employees will be able to make suggestions and take actions • Our company is comprised of a head manager, an assistant manager, and three sales associates • At least one manager or assistant manager and one sales associate will be working at all times

Manager

Assistant Manager Sales Associates Kanvas

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Ethics • We hold a high regard for honesty, integrity, and trustworthiness in each of our employees • We act in the best interest of our clients and treat all with fairness and respect • We honor these courteous qualities and seek them in each of our team members

Hourly Rates • Managers: $15 an hour • Assistant Manager: $13 an hour • Sales Associates: $9 an hour

Discounts • 30% discount on all merchandise will be given to managers • 20% discount on all merchandise wil be given to sales associates

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Training Managers will describe: • Company history and policies • How to carry out specific tasks correctly • How to take action on thefts and inventory shortages • Update staff about new sales and promotions Other staff working on the floor will: • Train new members about customer service etiquette • How to ring up customers • Wrap products • Receive returns • Replenish inventory • Redesign window displays

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Employee Manuals Employee manuals will be given to each employee. It will explain detailed descriptions of: • Company’s HR and standard policies • Safety procedures • Dress codes • Payroll • Customer service duties • Must be signed and returned to the manager, signifying each staff members recognizes the regulations of our company

Schedule Sheet Kanvas Kids Emorium Week of Jan. 27-Feb. 1 Prepared by: Annabel Name Sunday Monday Tuesday Wednesday Thursday Friday Saturday Total Annabel 9am-3pm 4pm-10pm 9am-1pm 12pm-10pm 9am-3pm 9am-10pm 45 hrs Evelyn 3pm-9pm 9am-4pm 1pm-10pm 9am-12pm 2pm-10pm 9am-5pm 40 hrs Allyson 9am-2pm 9am-10pm 9am-10pm 31 hrs Anyiana 12pm-9pm 2pm-10pm 9am-5pm 25 hrs Sarah 9am-10pm 9am-2pm 5pm-10pm 23 hrs

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Monthly Sales Plan Month January February March April May June July August September October November December Total

% of Total Sales per Year 3% 8% 13% 10% 5% 6% 10% 15% 15% 5% 5% 5% 100%

$ $ $ $ $ $ $ $ $ $ $ $ $

$ Sales Plan 12,000 32,000 52,000 40,000 20,000 24,000 40,000 60,000 60,000 20,000 20,000 20,000 400,000

Sales Plan by Classification Class % of Total Sales per Year Boy's Tops 11% Girl's Tops 13% Boy's Bottoms 12% Girl's Bottoms 13% Dresses 8% Accessories 20% Shoes 15% Outerwear 8% Total 100%

$ Sales Plan $ 44,000 $ 52,000 $ 48,000 $ 52,000 $ 32,000 $ 80,000 $ 60,000 $ 32,000 $ 400,000

Monthly Merchandise Classification Class

Percent

Month Percent Boy's Tops Girl's Tops Boy's Bottoms Girl's Bottoms Dresses Accessories Shoes Outerwear Total

11% 13% 12% 13% 8% 20% 15% 8% 100%

January 3% $ 1,320 $ 1,560 $ 1,440 $ 1,560 $ 960 $ 2,400 $ 1,800 $ 960 $ 12,000

February 8% $ 3,520 $ 4,160 $ 3,840 $ 4,160 $ 2,560 $ 6,400 $ 4,800 $ 2,560 $ 32,000

March 13% $ 5,720 $ 6,760 $ 6,240 $ 6,760 $ 4,160 $ 10,400 $ 7,800 $ 4,160 $ 52,000

April 10% $ 4,400 $ 5,200 $ 4,800 $ 5,200 $ 3,200 $ 8,000 $ 6,000 $ 3,200 $ 40,000

May 5% $ 2,200 $ 2,600 $ 2,400 $ 2,600 $ 1,600 $ 4,000 $ 3,000 $ 1,600 $ 20,000

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June 6% $ 2,640 $ 3,120 $ 2,880 $ 3,120 $ 1,920 $ 4,800 $ 3,600 $ 1,920 $ 24,000

July 10% $ 4,400 $ 5,200 $ 4,800 $ 5,200 $ 3,200 $ 8,000 $ 6,000 $ 3,200 $ 40,000

August 15% $ 6,600 $ 7,800 $ 7,200 $ 7,800 $ 4,800 $ 12,000 $ 9,000 $ 4,800 $ 60,000

September 15% $ 6,600 $ 7,800 $ 7,200 $ 7,800 $ 4,800 $ 12,000 $ 9,000 $ 4,800 $ 60,000

October 5% $ 2,200 $ 2,600 $ 2,400 $ 2,600 $ 1,600 $ 4,000 $ 3,000 $ 1,600 $ 20,000

November 5% $ 2,200 $ 2,600 $ 2,400 $ 2,600 $ 1,600 $ 4,000 $ 3,000 $ 1,600 $ 20,000

December 5% $ 2,200 $ 2,600 $ 2,400 $ 2,600 $ 1,600 $ 4,000 $ 3,000 $ 1,600 $ 20,000

Total 100% $ 44,000 $ 52,000 $ 48,000 $ 52,000 $ 32,000 $ 80,000 $ 60,000 $ 32,000 $ 400,000

Business Hours of Operation • Monday-Friday: 9 am to 10 pm • Saturday: Closed our company observes Saturday’s as a day of rest and will not open this day • Sunday: 9am to 9pm

Loss Prevention and Security To keep our merchandise secure, Kanvas Kids Emporium will: • Install a security system • Leave a back light on during closed hours • Check inventory one a month • Only allow managers to check out a sale’s associates purchase and returns • Employees are aware of these rules and regualtions

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Kanvas Kids Emporium customers are important to us. Services that will help our consumers include: • Merchandise holding up to 24 hours • Replacement of any customized orders with no service charge • Returns on purchases and orders that have not been customized and still ticketed within 60 days • Interactive store atmosphere • Chalkboard wall • Customizing service

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