Amanda Pignatello Christan Johnson Vanessa Cardona
ď‚œ Company ď‚œ Dressed to Fit is a specialty retailer with a selective inventory of dresses that are always custom fitted to our customers. Dressed to Fit carries dresses for work to cocktail and always supplies the perfect accessories. More importantly every dress purchased will be fitted to our customers, making Dressed to Fit the boutique where you fit in.
ď‚œ Culture ď‚œ At Dressed to Fit the company culture is about providing a highend experience in a comfortable environment. Employees will be knowledgeable in the anatomy of a dress and on-top of the latest trends but will never be too aggressive on the sales floor or too unapproachable. Dress to Fit aims to make the customer feel as if they are in a designer boutique but with out any of the attitudes.
ď‚œ Customer ď‚œ Geographic Region: North, South, East, West City Size: 100,000 +
Psychographics Social Class: Middle to Upper Class Martial Status: Single or Married
Population destination: Urban, City Climate: hot, cold, warm Demographics Gender: Female Age: 20-35 Household: Single - 3 persons Income: 25,000 plus Education: Some college to graduate Occupation: Professionals Religion/Ethnic Background: Diverse, wide range of ethnicities and religions
Degree of Knowledge: Expert Benefit Sought: Prestige Attitude: Positive Brand Loyalty: Divided Store Loyalty: Dived to Undivided Usage Rate: Medium User Status: Current User Payment Method: Credit Card Media Usage: Magazines, Internet Usage Situation: Work or Home
Competition Direct Competition: Department Store (Nordstrom’s, Macy’s) Retailers (White House Black Market, Anne Taylor Loft, Banana Republic) Independent Boutiques (Tomatoe, Tragically Hip)
Indirect Competition: Internet ( venus.com, shopbop.com)
ď‚œ SWOT ď‚œ External Environment Factors
1. Competition Opportunities: 1. Unfocused customer service (not
2. Large inventory with multiple pieces unique)
Threats: 1. Inventory of well-known brands 2. Frequent promotional sales 2.
Economic Opportunities: 1. Job cuts 2. Too many things on sale overwhelm customers Threats: 1. Competition has complimentary store
3. Technology Opportunities: 1. No customer online profiles 2. Competition has no pages on social networking sites Threats: 1. Competition offers online shopping 2. Email promotions 4.Society Opportunities: 1. Lack of affiliation with non-profit organization 2. High sales tax Threats: 1. Promotions and events of Breast Cancer Awareness Month, etc
SWOT Internal Factors
1. Customer Strengths: 1. Age group of 23-35, young professionals urban women with disposable income Weaknesses: 1. This age group can be spending more cautiously 2. Can be more of a bargain shopper
4. Promotion Strength: 1. Email and social networking advertisements of promotions and events 2. Events held for introduction of new local designer/artist Weakness: 1. No print advertisements 2. No ad campaigns 5. Distribution
2.Product Mix Strength: 1. Unique assortment of dresses for every occasion 2. Custom fitting/tailoring to find the perfect fit for all Weakness: 1. No men’s apparel 2. No shoes or handbags offered 3.Pricing Strategies Strength: 1. Initial tailoring of length complimentary 2. Monthly events will coincide with promotions
Strength: 1. One store to offer more unique pieces 2. One point of distribution allowing creation of a customer/sales associate relationship Weakness: 1. No internet shopping 2. Only one location
6. Employee / Management Structure Strength: 1. Small sales and management team so
Vision Dressed to Fit aims to be a boutique where all women feel they can find their perfect dress. Women come in all different shapes and sizes and Dressed to Fit wants to offer the right dress for every women. Customer’s won’t have to feel self-conscious because all garments can be changed to fit their body. Dresses will be offered in classic and fashion-forward styles; needs will be met and fashion will be the focus. Quality is of importance and every dress will be worth it’s cost. Every purchase will end with a consultation with an expert seamstress who will custom fit the garment to each individual. Each member of the staff will be knowledgeable and friendly making every guest feel as if they are making the best purchase for themselves. Customer’s will feel invited and know that they’re being listened to.
Mission
Dressed to Fit focuses on bringing fashion-forward dresses to women of every shape and size. Each dress will be custom fitted to every customer’s body to ensure that every customer can find their perfect fit. Quality will be found in every aspect; from product to customer service. And confidence and knowledge will be a driver to all staff.
ď‚œ Strategy ď‚œ -
Carry a limited inventory of specialty pieces.
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High quality garments that are worth the moderate price-point
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Hire the most knowledgeable and experienced seamstresses
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Train all sales staff in basic dress knowledge and in core customer service values
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Create strong relationships with customers to create store loyalty.
Location
Location
Store Décor & Visuals
Store Décor & Visuals
Fitting Room Décor
Sales Floor & Lighting
Cash Wrap
Store Layout
Store Layout
Monthly Sales Plan Category
% of Total Year Sales
$$
Justification
Party/Cocktail Dresses
25%
37,500
Dresses are our main product: Party dresses will do well seasonal. There’s always a special occasion, party, or holiday to dress up for.
Casual Dresses
25%
37,500
Dresses are our main product: Casual dresses can be worn day to day & is all -purpose.
Outerwear
5%
7,500
A great product to pair with dresses to be prepared for the temperature adjustments.
Shoes
10%
15,000
The right shoes for a dress are a necessity.
Handbags
5%
7,500
Women will always want a new purse with a new outfit especially if it’s for a special event.
Jewelry/Accessories
10%
15,000
Accessories & jewelry complete an outfit.
Alterations
20%
30,000
It’s what we specialize in and it sets us apart from our competitors.
Totals
100%
150,000
Management Style • Coaching style of management Goals will be communicated clearly and enthusiastically. abilities.
Employees will be well trained so they are confident in their selling
• “Open door” policy All employees will be encouraged to approach any member of management with ideas, suggestions, or concerns. Management will always make time sit down and discuss all employees concerns or new ideas.
Loss Prevention Employee: •Only manager on duty can complete an employee transaction • Employees’ personal handbags/shopping bags are not allowed on the floor. • Managers will search all personal belongings before employees exit the store. •Employees are only allowed to purchase merchandise at the end of their completed shift. •Employees must clock in and out at schedule times. Overtime is to be approved by managers.
Loss Prevention Customer •Outstanding customer service will be provided to every person entering the store. By letting the customer know we are aware of their presents and are there to help will help prevent thief issues. •Video recording will take place 24 hours a day to protect customers and employees. •The cash wrap will be located in the center left hand side of the store where all sections can be monitored. This will help with shrinkage control and is also convenient for customers. •Fitting rooms will be monitored by employees at all times. Only three apparel items will be allowed in at a time and all other merchandise will be placed at the cash wrap. Doors to the fitting rooms will have locks; therefore customers will need to ask permission upon entering the fitting rooms. •Retail security towers, security tags, and barcode sticker labels will all be placed on merchandise to help prevent shrinkage.
Ethics • Employees are only to clock in and out themselves at their schedule time. • It is prohibited to have another employee, other than yourself, clock you in or out at your scheduled time. • It is prohibited to complete an employee transaction unless supervised/instructed by a manager on duty. • It is prohibited to use the employee discount on merchandise that is not being paid for by the emloyee. • If unable to complete your scheduled shift you must notify a manager at least four hours before your scheduled start time. • If you are running late to start your shift you must call to notify a manager at least 15 minutes before your scheduled time. • Employee theft will not be tolerated, action will be taken if suspected or caught in action. • Dress code must be followed at all times. • Employees must treat customers and fellow employees with courtesy and respect • Alcohol and drug intoxication or use are prohibited while on site.
Human Resources & Policies Attendance Policy: • Call-off’s must be done at least four hours prior to the beginning of employee shift. • Personal or vacation days should be requested two weeks in advance and are subject to management approval. • “No call, no shows” will be grounds for termination. Dress Code: Employee’s should wear clothing that is practical and professional in the workplace. Employee’s should maintain a well groomed and well tailored look and always be fashion-forward. Clothing should not be distracting or offensive to others. Employee Discount: Employee’s will receive a 40% discount on all regular priced items. Sale items will be discounted at 20%. All employee sales are final. No sexual harassment of discrimination will be tolerated.
Staffing & Payroll Employees pay will start at $10.00 per hour with incentives.
ď‚œ Service Levels ď‚œ Tailoring Alterations will be offered to our customers so that every purchase will be the perfect fit. We will also alter items not purchased at our store.
Knowledgeable Employees Employees will be specifically trained to provide excellent service and will be educated in how a garment should fit properly. Employee will give honest opinions, but in an appropriate manner. Guest will be comfortable in that the employee is leading them in the right direction to look and feel gorgeous.
Sales: Goal Setting
Sales: Selling Programs • Employee’s who reach their monthly sales goal will receive a gift certificate to a store of their choosing and will be treated to lunch.
•If the store reaches it’s monthly goal employee’s will receive a 10% commission of their sales.
• Weekly or daily small incentives will be conducted by management (pass the buck, raffles).
Sales: Competitive Shopping Store Name and Location: Nordstrom – Michigan Ave.______ Day and Time Visited __Friday Afternoon _____________ •Is the store convenient and easily accessible? •Are the stores hours reasonable? •Is the store “in stock” on most items of interest? •Is the store well staffed based on the number of customers? •Does this store offer a range of special services appropriate to the business? •Does the store offer guarantees? •Is the staff knowledgeable/is the staff friendly? •Is the store clean? •Would you shop here again? TOTAL Store Points out of 45 _____37________
_____5_________ _____5_________ _____5_________ _____3_________ 4_______ _____3_________ _____4_________ _____4_________ _____4_________
Sales: Competitive Shopping, cont. Please answer the following NON Rated questions: •Did you buy anything while you were there? Nothing was bought from the dress section. •Did the other shoppers seem pleased with their shopping experience? Some shoppers were being helped right away and others were ignored. It seemed that the customer’s experience depended on the attitude of the sales person. •Ideas you could use for your store (or not)? Nordstrom is a great example of a store with great reputation we can take their cleanliness and visuals as something to strive for. Though their customer service is sometimes lacking we can take that as an example of why our staff should be so well trained and knowledgeable.
ď‚œ Events & Promotions ď‚œ Grand Opening Cocktail party featuring live DJ, food and beverages, goodie bags and all the Dressed to Fit team to answer questions, promote the store, and give great fashion advice to guests.
Quarterly Guest Designer Events Local guest designer will showcase their items at the store in a larger one night event. Inventory will be carried for the rest of the week. Social Networking Sites Facebook and Twitter will be used to promote sale promotions, new inventory, and special events.
Advertising Goal The company’s goal is to focus on the Dressed to Fit core customer and to be there first choice retailer. Dressed to Fit will do this by using their most used medium; The internet. • Customer’s will “fan” us on Facebook. • Customer’s will follow us on Twitter. • Read our e-blasts. • Receive promotions and event information via emails and social networking sites.
Advertising Strategy • E-blasts, newsletters, and promotions will be send through e-mail. •Facebook and Twitter will be used to promote store events. • Quarterly guest designers will be hosted and showcased with a cocktail event. •VIP’s will be sent alerts of major promotions or “sneak-peaks” of what’s new.
Advertising Budget
Marketing Dressed to Fit will rely on the internet as a form of marketing rather than print or television media. Dressed to Fit will take part of Chicago fashion events. • Chicago Fashion Week • Chicago Shopping Tours • Partnering with organizations for charity events
Public Relations Media Alert Dressed to Fit 2034 N. Halsted, Chicago, Il – (773) 555-0765 – twitter.com/dressed2fit May 01, 2010 For Immediate Release
Contact: Vanessa Cardona (312) 555-1234
New Unique Boutique Opens Doors Dressed to Fit Opens Ready to Fit Your Needs A new specialty boutique is holding it’s grand opening in the Lincoln Park neighborhood of Chicago on Thursday, May 06, 2010 from 6 to 9 PM. Dressed to Fit will focus on dresses for all occasions with a specialization is custom sizes and fittings. Grand opening event will feature live DJ, h'ordervs, and wine tasting as well as an opportunity to meet the owners and talk about their great inventory of dresses. Seamstresses will be on hand to make sure every dress is the perfect fit to your body shape and the knowledgeable staff will be available to assist you in every aspect of your purchase. Dressed to Fit is located at 2034 N. Halsted Street and the event will be free and open to the public. All guests will receive 10% off their purchase and gifts will be given at the door. Dressed to Fit focuses on bringing fashion-forward dresses to women of every shape and size. Each dress will be custom fitted to every customer’s body to ensure that every customer can find their perfect fit. Quality will be found
Summary Dressed to Fit will be the boutique you go to when you want to feel great in a dress. You will feel confident, beautiful, and fashionable in every dress you purchase. Your clothes shouldn’t be restricting, your clothes should let you express yourself; at Dressed to Fit we will make sure that you love your look. We will provide knowledgeable and friendly customer service and create a comfortable and approachable atmosphere. Dressed to Fit will provide both the latest trends and the most sophisticated classics, everything you need to create the perfect outfit for the night or add to a fabulous new wardrobe.