Man of Style by Michelle Nguyen

Man of Style Nailah Wood, Ryanne Wesley, Mischa Nguyen, & Ashley Patyk

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Table Of Contents Company Concept Statement. 3 Mission Statement. 3 Vision Statement. 3 Shared Values. 3 Culture. 3 customer. 4 Competition. 5 Â Industry Overview. 11 Branding. 11 Home PAge. 12 Merchandise Classification Breakdowns. 12 Pop- Up Store. 13 Events/ Promotions. 14 Brew Cruise Event. 15 Speed Dating Event. 16 Value of customer Life. 17 Management & Leadership Style. 18 Human Resources/ Policies. 19 Estimated Annual Sales. 20

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Company Concept Statement We are a Big and Tall store but we are unique in a way that we allow men of all sizes to dress in style. We pull inspiration straight from the runways and follow trends to keep men looking their best. We offer our customers carefully tailored business casual garments, ranging from shirts, sweaters, and polos, to pants, shorts, suiting, and accessories. Our clothing is versatile, and can easily be dressed up or down to span all of life’s occasions. We are an online store that is easily accessible and we ship anywhere in the United States. Mission Statement

Our mission is all about bringing great style to men at every size through an unbeatable fit and genuine customer service. Vision Statement Man of Style is a company that believes every man should have an equal opportunity to be fashion forward. We intend to provide our customers with a wide range of sizes which are tailored to fit the larger size male figure. Shared Values ● Equal opportunities ● People who love interacting with others ● People who love fashion ● Big men can be stylish too Culture Here at Man of Style we look to motivate our employees. We take the time to train all of our employees so they understand how and why we want to provide them with genuine customer service. We push our employees to be the best they can be with rewards and performance feedback. We want our employees to strive for these incentives, such as paid vacations and end of the year quotas. All of our decisions are made in group meetings to create a familiar family based work environment. Monthly board meetings will include hands on activities such as live performances and team work activities. 3

customer Customer Questionnaire 1. Is the intended target market primarily male, female, or a combination of both ? Male 2. What is the age range of the potential customers? 2535 3. What is the geographic location of the customer? Urban/ City 4. What are their most likely occupations? Business man, manager/ business owner 5. What are their general dislikes? Hiking, cleaning, and working out 6. What makes your product more desirable to these customers than the competitions product or service? Our product is more desirable because we have sizes that fit the bigger male body type and unlike our competitors we sell quality, tailored clothing for the working professional. 7. What does the target market do for entertainment? Watch movies/ TV, go to the bar, try new restaurants, spend time with family, go out on dates, sleeps and cooks. 8. What image are they trying to project with the type of clothing or accessories they wear? That they as bigger men want to be fashionable and fashion forward just like any other male would, and have a wider selection of clothing to choose from 9. How frequently do they shop? 02 times a month 10. What do they buy? Pants/ jeans/ Sweaters, Dress shirts, tshirts, accessories/ wallets/ bags, shoes, and/or hats 11. What does the target customer buy online? in stores? and at malls? Online: electronics, hats and accessories in Stores: Shoes, underwear, dress shirts/shirts, suit pieces and pants at the mall: colognes, tech accessories and jewelry 12. List all the ways contact could be made with the target customer. Email, text, online advertising, and our blog post 4

Competition

SWOT Analysis: Nordstroms Strengths Customer Customer has money to shop. Businessmen are always looking for suits because they need to dress properly. Outings, such as going to the bars and clubs, requires formal wear. Product Mix They have a lot of variety of clothing from activewear to sleepwear to formal wear along with accessories. From winter wear to summer wear,throughout the year. Online exclusive and luxury collections available. Pricing Strategies They categorize it by brands so depending on your price point, you are able to choose what brand to buy from. Or by size and color. Their sales are categorized into shirts, pants, etc and then by brands. Promotions Free shipping everyday +10% first order. Shops globally. Club WestPort and they have catalogs/ecatalogs available. Gift certificates. Strong online promotions. Distribution They have 2 stores, one in North Carolina and the other in Connecticut. Easy access online store and they have a catalog. Weakness Customers: As businessmen, some are too busy making a living and many men do not like shopping. Product Mix: Too many items to choose from, men like simple basic thing. It takes too much time going through all the clothes they have on the site. Promotions: Too many promotions on the main page, again men are basic, too much going on, on the website. Distribution: They only have 2 stores so the customers aren’t able to try on their clothes. Opportunities 5

Competition: They market to all seasons throughout the year so no matter where you live, you can purchase from their website. Making more locations. Economy: Men are getting very fashionable, etc due to global influence/ inspirations (business trips?) More money driven people, more impressing to do. A lot of shallow and materialistic people today. Technology: Mobile apps can wifi are of convenience. Ads through Facebook can even bringing more customers. E Catalog is available. Social: Instagram and social networks bring great clientele. Promotions and ads via technology. Threats Competition: Places like Nordstrom have hundreds of locations to visit. And they are more branded. Economy: Less job opportunities = no salary = no shopping. Technology: Allows more people access to other stores. Social: Twitter trending items from other stores.

SWOT Analysis: Destination XL Strengths: Customer: They are men from the age 25 to 40 Men who are make at least $70,000 a year Product Mix: They target XL men They offer recognizable brands, like Polo Ralph Lauren and Levi's Pricing Strategies: The cheapest thing there is $20.00 You can find brand names for good prices Promotion: They have a small target market so they don't need to promote much 6

They have a lot of locations Employees / Management Structure: They have three different sections in which people work They have many store locations for employment Weaknesses Customer: The prices might be too high for some men Product Mix: They only focus on XL men Pricing Strategies: The most expensive thing is $600 The less known brands are the cheapest Promotion: They don't really do advertisements The brands they hold don't promote their store Employees/ Management Structure: They have a small range of people that they can hire to relate to their customer The different jobs create competitiveness among employees Opportunities Competition: They have a small market of competition They don't all have the same brands Economics: Men will spend more nice clothing Technology: Apps You can connect to the internet from anywhere Society (Social): People trust in word of mouth Social networks enable people to know about things faster Threats Competition: They take their customers Not everyone wants those brands Economics: People cannot afford these clothes 7

Technology: More avenues to other stores People don't always trust it Society (Social): It's hard to trust in people

SWOT Analysis: City Winery Strengths Customer Men and women 21 and up spend here Product Mix: They offer different type of wines, foods and venues Pricing Strategies: Cheaper than clothes and the prices includes wine and venues Promotion: You can attend wine events that have musicians playing, etc Weaknesses Customer: Not everyone likes wine or these kinds of social events Product Mix: Only food and drinks events Pricing Strategies: Varies on what event you choose to go to Promotion: 8

Don’t offer discounts Opportunities Competition: They can easily do partnership events with other companies Economics: These events can help network Company social events can held here Technology: You can purchase tickets online Society (Social): Can help build reputation Event promotions Threats Competition: They take their customers Not everyone wants those brands Economics: People find this a luxury, not necessity Technology: More avenues to other stores People don't always trust it Society (Social): It's hard to trust in people

SWOT Analysis: United Airlines Strengths Customer Everyone who travels Product Mix: Airline tickets offer different classes Pricing Strategies: Price is set up based on your trip Different classes price differentiation Earlier you purchase, the cheaper it is Promotion: You get points for however much you spend Weaknesses Customer: 9

Prices are high, people can take train instead Product Mix: Only a certain number or each class Pricing Strategies: Prices are high Promotion: Don’t offer discounts Opportunities Competition: Different companies provide different service Economics: People are always traveling Weather can cause more traffic on airline tickets Technology: You can purchase tickets online Society (Social): Very known Threats Competition: They take their customers Not everyone likes United Airlines Economics: Tickets can be expensive Weather can cause delays and cancellations Technology: More avenues to other stores Society (Social): One bad experience on social media can cause bad reputation

Industry Overview Currently brands like Express, Armani Exchange, and J. Crew are only carrying clothes for the average man. They do not carry a line for plus sized men therefore, it is difficult for bigger men to find clothes that fit them correctly. Larger men are usually seen walking down the streets in a pair of jeans and a tshirt. Is it because they choose to dress this way or because they have no other choice? Our target customer is that male individual who is on the bigger side and is desperately trying to find stylish clothes. Plus sized clothing for women has recently been trending. Brands that have not previously carried plus sized clothing now do. However, it took a long time for that to happen. It would be no surprise if other brands started carrying a line for plus sized men to expand their customer database. It is possible that this could happen within the next 25 years. Branding Logo:

Man of Style

Home Page 11

Merchandise Classification Breakdowns Category

% of TYS

APP

Total

Dress Shirts

15%

$120

Polos

10%

$70

Sweaters

10%

$80

Outerwear

10%

$170

Suiting

15%

$210

Pants

7.5%

$150

Sport Coats & Vests

10%

$140

Acces.

$67.50

Ties & Bowties

10%

$80

Denim

7.5%

$100

Total

100%

$1187.50

$149,760/year

Pop-up STore What sounds better than a night of beer and shopping after a long day at work? MOS will be opening a popup shop where we will invite our customers out to browse the latest trends and enjoy an ice cold beer provided by Lagunitas Brewing Company. It will be an open bar and all merchandise will be provided by MOS. The idea behind our popup shop is to encourage our customers to relax, talk to our stylists, tryon and leave with a fashionable new outfit. Location: 1046 W Kinzie St. Enerspace is a brick and timber loft space in the West Loop. By day, it's a coworking space, by night or weekend, it can be an event space. Gorgeous lighting, 18 foot ceilings and stunning view of the entire skyline. Free parking for up to 25 cars in adjacent lot. Rent: $500/per day Duration of store: One day, 6pm12pm Staff ● Models/ Sales Associates: $8.25/hr ● Bartender: $8.25/hr. Layout

Decor ● ● ● ●

M.O.S banner: $90 Male mannequins: Free (donated) 8 clothing racks: Free (property of MOS) Hangers: Free (property of MOS) 13

Packaging ● Premium matte eurototes (platinum color): $100/ 50ct. ● Sherry color satin ● Black tissue paper Food/ Entertainment ● Lagunitas Brewing Company: $450 (open bar) ● DJ: $10/hr Incentives ● Each customer who makes a purchase at our popup shop event will receive a 20% coupon on there next order at manofstyle.com Marketing Plan ● Planning will begin 2 months in advance. Popup Shop Goals ● 30+ men in attendance ● Sales goal: $800+ Events / Promotions 1. Sports bar Happy Hour Party ● A simple mixer at a local bar where our customers can go and grab a beer after work. 2. Food truck rally event ● Have Food trucks lined up outside MOS headquarters on a weekend and invite our customers out. 3. Speed Dating ● Mingle with Chicago’s local singles 4. Beer Brawl Cruise ● Sail Chicago’s lake Michigan with a Beer, on a boat with many different beer vendors. 5. Suit fitting workshop ● Come see what fits and how, suit fitting pop up shop, get fitted and get 20% off your next suit purchase at MOS. 6. Free flight contest ● Spend up to $300 on your next purchase and you could win a free flight to anywhere in the US. 7. Poker contest of some sort ● Play a game of poker for a chance to win a MOS shopping spree. 8. NBA Finals Watch Night ● Watch the NBA Finals with us at the bar. 9. Win a Trip to the Winery/ Brewery ● Sign up for our newsletter for a chance to win. 14

10. Retro Shoe exhibit hosted by Nike 11. An Arthur George sock party 12. Take your mother out for Mother's day, ● tell us the story on our blog and get 15% off next order 13. Vintage car show hosted by Ford or any other major car manufacturer 14. One free flight lesson in a Cirrus 15. Wing eating contest 16. BBQ at the park Brew Cruise Event Man of Style (M.O.S) will be teaming up with one of Chicago’s very own Brewing Companies, Lagunitas Brewing Company! M.O.S invites customers to enjoy this oneofakind experience complete with beer tastings, great food, fun music, great views and raffles from your favorite online store Man of Style. This event will be promoted via our website and Facebook page with event updates and secret giveaways. The Brew Cruise will depart from Shoreline’s dock at Gateway Park at the southwest corner of Navy Pier at 8 p.m., returning at 9:30 p.m. Boarding will begin at 7:45 p.m. Cash bar also available. Tickets are $39 per person (Must be 21). If our customers purchase their tickets using the promo code MOS, they will receive $10 off their ticket. All of our customers will be invited to this event using our email blast.

Speed Dating Event Man of Style (M.O.S) is helping our customers find love. For this event we will partner with the restaurant Sweetwater, to host our Speed Dating event. Prior to this event, Man of Style will have a sale on all merchandise so that our customers look their best at our speed dating event. M.O.S will also be partnering up with cupid.com to provide the ladies for the night. Within the course of one night and just an hour or so, our customers will meet up to 15 Chicago singles. By spending 5 minutes chatting, singles will have the chance to find a mutual attraction, connection and above all, chemistry. Everyone will receive a match card at the beginning of the event. This card will be used to write down the name of any singles the M.O.S man feels may be a good match for them. The match cards are anonymous and will not be shared with anyone except for the host, who will collect the cards at the end of the event. Singles who picked each other will be considered mutual matches and we will send them each others' contact info the next day. The sign up for this event will be on the Man of Style website. Once you sign up, you will receive a discount code good for any purchase made at Man of Style. All of our customers will be informed about this event though our email blast and our blog.

Value of customer life Business Man Life Expectancy of core customer : 10 years Shopping habits : 02 per month Life stage 1 : Customer begins shopping with us at the age of 25 for business attire and outfits for going out, etc. Life stage 2: Customer gets a raise or promotion and spends more but shops less Life stage 3: Customer starts dating and spends money on date attire Life stage 4: Customer gets married and spends on outfits for honeymoon Life stage 5: Customer does not shop as much to save up for family life, little purchases here and there but nothing big Life stage 6: Customer starts a family and comes back to shop for casual outfits for family gatherings and maybe a big business deal Life stage 7: Customer comes back a couple times a years to see what’s new, maybe make a purchase if something he really likes but is mainly just window shopping (goes on for a couple years) Life stage 8: Customer no longer shops with us Family Man Life Expectancy of family man : 5 years Shopping habits : Once per 45 months Life stage 1: Customer stops once every 45 months and shops for work attires and casual clothes Life stage 2: Customer stops by once every 6 months for casual clothes and family vacations Life stage 3: Customer stops by couple times a year for family vacations and updated wardrobe essentials (continues for a few years) Life stage 4: Customer no longer shops with us

Core customer

Discount customer

Year 1

$8,800

$5,000

Year 2

$10,000

$7,000

Year 3

$11,000

$4,000

Year 4

$6,000

$4,000 17

Year 5

$4,800

$4,000

Year 6

$6,000

Year 7

$1,000

Year 8

Total value of customer

$47,600

$24,000

Management & Leadership Style Behind the scenes here at Man of Style we value a democratic management style. This method allows the lines of communication to be open in all ways. Both the leader’s and employee’s ideas are considered and a consensus is taken when making important decisions. We respect each other which helps to unify the workplace. By compiling the knowledge of people with different skill sets and different ways of thinking, better and more efficient ideas are put into place. Not only does conducting ourselves (the leaders) in a positive, cheerful, ready to help and eager to listen way boost company morale but so do many other techniques we work hard to implement so a high energy level can be maintained. We greet our employees. A simple, “How is the family doing?” goes a long way. We do not overlook the small things. If an employee has a baby we send flowers. We listen when they speak. No more blank stares, that have I am better than you and you are not going to tell me something I do not already know written all over them. We are happy to hear what each and every employee has to say, be that the janitor or the CEO. We want our customers receiving the genuine customer service that we promised in our mission statement but we want to provide that to our employees too.

Human Resources/ Policies Hours of Operation: Monday Saturday 9am 5pm Positions Held:

Salary/ Hourly Pay: Owner: $60,000/yr. (salary) P.R Rep: $40,000/yr (salary) Retail Buyer: $45,000/yr (salary) I.T/ web designer: $45,000/yr (salary) 19

H.R Rep: $30,000/yr (salary) Photographer: $350/per session Customer service associate: $10/hr. Schedule for 1 Week :

Mon.

Tue.

Wed.

Thurs.

Fri.

Sat.

Sun.

Owner

9-5

P.R Rep.

9-5

home

9-5

home

9-5

home

9-5

9-12

9-5

1-5

9-2

1-5

social media

Retail Buyer I.T/ Web designer

H.R Rep.

9-5

customer service/ P.T

10-5

customer service/ P.T

9-5

Photographer

9-3

9-12

9-5

10-5

Estimate Annual Sales

Transactions

Mon

Tue s

Wed Thur 10

Fri 9

Sat 7

Sun # of Trans 6

ADS

Total

$17,940 $215,280

Conclusion on Estimated Sales Our estimated sales would be $182,520. From the merchandise category breakdown our estimated sales were $149,760. I found a middle number between the two estimated sales in 20

order to come to this conclusion.