Julia Zheng Elissa Frenkel Kelsey Kehoe-‐Kozak Sarah Robards Jessica Keyes
Vision Statement Establish énervé as the go-‐to loca3on to connect up-‐and-‐coming, local designers and fashion forward customers, while providing both with excellent customer service.
Mission Statement Promote local, up-‐and-‐coming designers while providing an exclusive and unique mix of fashionable apparel and accessories at reasonable price points.
Company Concept Statement Provide affordable and unique apparel and jewelry designed by local ar3sts.
Company § Local designers § Up-‐and-‐coming designers § One of a kind pieces § First store to come to mind when shopping current and local trends
Culture § Professional employees, knowledgeable of designers background and products § Edgy, modern, cool, comfortable and fun stress free environment
Customer Profile Geographic §
Region: Midwest
§
City popula3on: 2.7 million
§
Urban/Rural: Urban
Demographics §
Age: Mid 20s – early 40s
§
Sex: Female
§
Income: $50,000 -‐ $70,000
§
Educa3on: College educated
§
Occupa3on: Fashion forward business professionals
Psychographics §
Social Class: Upper middle class
§
Personality: Social, Cool, Adventurous
§
Life-‐style: Enjoys going to art museums, shopping and aVending social gatherings.
Consumer Behavior §
Favors personalized bou3que shopping experience rather than large retailers
§
Customer is willing to pay for these one of a kind pieces
Competition § LiVle Black Dress Inc. § Una Maes § Noir § NaneVe Lepore Bou3que •
Offer personalized shopping experience and customized pieces from designers
Branding §
§
Name: énervé •
Both lower case é
•
Store name means “Cool” in French
Logo: Cool, edgy, unique design
§
Symbol: None
§
Design: Same as the logo
§
Font: N/A, handwriVen by Elissa
§
Colors: Black and white
Casual Tops $50-$200
Dress Tops $50-$200
Dresses $150-$400
Jackets/Outerwear $200-$400
Denim $200-$400
Pants $80-$250
Skirts $80-$250
Accessories $50 - $200
Location §
Street Retail Loca3on
§
Wicker Park Neighborhood
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2000 Square Ft. §
§
$4,000 per month
Modified gross lease §
5 months with possibility of renewal
§
Rectangular store
§
Front entrance
§
Large front windows
§
Lease responsible for all u3li3es
§
Landlord handles maintenance
§
Security deposit
§
Realtor Fees
§
Allowance renova3ons
Floor Plan Holds
Hanging Clothes and Shelving
Cash Wrap
Lounge
Jewelry
Jewelry
Displays
4 Way Fixtures Hanging Clothes and Shelving
§
Stock Room
Fi`ng Rooms
Clothes displayed are based on designers featured that month.
Bathroom
Store Visuals
Store Visuals
E-Business §
énervé will u3lize a webpage that is primarily informa3onal. It will include the store’s loca3on and contact informa3on, a selec3on of our current product line, and informa3on about our featured designers. We don’t plan to sell products online.
§
We will u3lize an email list to inform exis3ng clients of our events, sales and current products.
Social Media TwiEer §
Keep our followers interested in events
§
Promote our featured designers
§
Create a relevant and inspiring presence by regularly twee3ng
Facebook §
Establish a brand presence that is informa3ve about our mission, vision, products and store loca3on
§
Invite our followers to events
§
Allow followers to share their pictures and opinions of our store
Instagram §
Post photos of our store’s unique products
§
Promote new arrivals
§
Encourage followers to post pictures of themselves in our product
Marketing
Advertising
Place: All product will be distributed at our
Our adver3sement budget will be set at $25,000, which is 10% of our
store
total annual opera3ng budget. Our adver3sing message will focus on
Price: Premium pricing PromoIon & Events: Every month we plan to host a Meet The Designers evening as our
our mission of promo3ng local designers and providing unique, edgy and exclusive fashion op3ons. The money will be split up between our Meet the Designer events, adver3sements on social media and select publica3ons to Chicago Social Magazine.
promo3onal event. The exclusive event will give our customers a chance to socialize with
PromoIonal Event
Month
Meet the Designer
January
$3,000
$350
Meet the Designer
February
$3,200
$350
the store. Each event will consist of a trunk
Meet the Designer
March
$3,500
$350
show by the selected designers, as well as a
Meet the Designer
April
$4,000
$350
chance to win a gie cer3ficate to énervé.
Meet the Designer
May
$4,000
$350
Meet the Designer
June
$3,500
$350
Meet the Designer
July
$3,500
$350
In order to gain publicity, we will create a press
Meet the Designer
August
$4,000
$350
release for our store’s opening, u3lize our
Meet the Designer
September
$3,500
$350
webpage and aVend networking events to
Meet the Designer
October
$3,500
$350
spread the word of énervé.
Meet the Designer
November
$4,500
$350
Meet the Designer
December
$5,000
$350
featured designers, encourage networking opportuni3es and strengthen connec3ons to
Publicity
EsImated Sales Total Cost
Organizational Culture énervé believes in a professional, cool and comfortable environment for our employees and clients. We want crea3ve, fashion forward individuals who are open-‐minded, social and are willing to help clients. We promote a relaxing environment for customers so they can have a fun, stress-‐free shopping experience at Énervé.
Management Style Management Style §
Coaching: Set goals, iden3fy problems, get solu3ons aeer talking to employees, praise works of employees, ask for employees ideas
Leadership Style §
Democra3c: Encourage employees to par3cipate in decision making
We believe in employee parIcipaIon and involvement. We encourage our stylists to take part in decision making and give their input for new ideas to beEer our brand.
Employee Motivation Stylists will have goals to meet during each shie; they may receive benefits if monthly goals exceed. §
Stylists work on commission pay (more details on Hourly Rates & Bonuses) Monthly Goal Sheet Actual Week 1
Goal Week 2
Actual Week 2
Goal Week 3
Actual Week 3
Goal Week 4
Actual Week 4
Employee
Goal Week 1
Store Manager
$500
$500
$500
$500
$2,000
Assistant Manager
$500
$500
$500
$500
$2,000
Senior Stylist
$3,000
$3,000
$3,000
$3,000
$12,000
Stylist 1
$2,500
$2,500
$2,500
$2,500
$10,000
Stylist 2
$2,500
$2,500
$2,500
$2,500
$10,000
Stylist 3
$2,500
$2,500
$2,500
$2,500
$10,000
Totals by Week
$11,500
$11,500
$11,500
$11,500
$46,000
Store Goal
$12,200
$12,200
$12,200
$12,200
$48,800
Selling Programs §
Each month, the top seller will receive a $10 gie card to Starbucks.
§
A top seller for two consecu3ve months will receive a $25 gie card to énervé.
Employee bonus and incen3ves §
Bonuses are performance based per year
§
Incen3ves are based on selling programs
Goal Total
Actual Total
Organizational Management Structure Store Manager Assistant Manager Senior Stylist
Stylist
Stylist
Stylist
Human Resource Policies Ethics énervé is commiVed to sa3sfy our employees, vendors and customers at all 3mes. We value honesty and believe that integrity is a key element in prac3cing good business. The en3re énervé team has a legal and moral obliga3on to act responsibly, no maVer the occasion. Disciplinary ac3on will be taken against any employee failing to adhere these guidelines.
Hourly Rates & Bonuses §
Store Manager: $35,000 for the year.
§
Assistant Manager: $30,000 for the year.
§
Senior stylist: $10/hour with a 2% commission rate.
§
Stylists: $9/hour with a 1% commission rate.
Annual bonuses for each person will be evaluated based on comple3on of sales goals throughout the year.
Discounts Employees will receive a 30% discount on all full priced merchandise, as well as a 50% discount on any final sale merchandise. Employees may not lend their discounts to friends, family members or customers as it is against store policy.
Training §
Upon hire, employees will be required to complete a paid two week training session before they can sell on the sales floor. Employees will shadow the Associate Manager and learn all job responsibili3es outlined in the Employee Handbook.
Employee Handbook Table of Contents §
Store History
§
Store Culture
§
Store Policies and Ethics
§
Contact Informa3on of Superiors
§
List of Affiliated Designers
§
Roles and Responsibili3es
§
§
•
Dress code
•
Sales goals
Loss Preven3on •
Fi`ng rooms
•
Registers
•
Paperwork
Customer Service •
Store zones
§
Crea3ng a Clientele
§
Discounts and Hourly Rates!
Schedule Sheet § Managers are given a one hour unpaid lunch per shie. § Senior stylist and stylists are given a 30 minute unpaid break for shies over five hours and a 15 minute paid break for shies less than five hours. Name
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Total
Store Manager
9 to 7:30
Off
9 to 7:30
9 to 5
9 to 7:30
9 to 7:30
Off
45 hours
Assistant Manager
Off
9 to 7:30
Off
9 to 7:30
9 to 7
9 to 7:30
10 to 6:30
45 hours
Senior Stylist
10 to 4
Off
10 to 4
Off
Off
10 to 7
10 to 6:30
27.5 hours
Stylist 1
Off
10 to 3
Off
Off
10 to 3
Off
12 to 5
13.5 hours
Stylist 2
3 to 7:30
Off
3 to 7:30
Off
3 to 7:30
Off
Off
13.5 hours
Stylist 3
Off
3 to 7:30
Off
3 to 7:30
Off
12 to 5
Off
13.5 hours
Financials Sales by Month & Percentage
Monthly Sales Dollar Plan Month January February March April May June July August September October November December Total
Sales $10,000 $12,000 $20,000 $20,000 $20,000 $15,000 $17,000 $20,000 $25,000 $26,000 $30,000 $35,000 $250,000
Month
$$
% of Total Year Sales
JusIficaIon
January
10,000
4%
Lots of returns, bad weather, no new merchandise, semi-‐ annual sale
February
12,000
4.8%
Valen3ne's Day, shorter calendar month, s3ll very cold outside
March
20,000
8%
Spring break, new merchandise, temps star3ng to rise
April
20,000
8%
Temps are up, fes3vals start, April showers
May
20,000
8%
Gradua3ons, vaca3on shoppers, fes3vals, Memorial Day
June
15,000
6%
Summer break, less shopping/ more ac3ve
July
17,000
6.8%
Travelers, 4th of July, Back to School, start of fall merchandise
August
20,000
8%
Back to school, new merchandise out, s3ll warm temps
September
25,000
10%
Nice weather, more people out and about, foot traffic
October
26,000
10.4%
Weather change, more fall shoppers
November
30,000
12%
Holiday merchandise, black Friday Christmas, New Years Eve shopping
December
35,000
14%
Total
$250,000
100%
Sales Plan by Category Annual Sales Total is $250,000 January
%
February
%
March
%
April
%
May
%
June
%
Casual Tops
1,500
15
1,200
10
3,400
17
3,000
15
3,400
17
2,550
17
Dress Tops
1,500
15
2,040
17
2,600
13
3,000
15
3,000
15
1,800
12
Dresses
500
5
960
8
2,000
10
2,400
12
3,400
17
3,000
20
Jackets
3,000
30
2,400
20
3,600
18
2,400
12
1,600
8
450
3
Denim
1,500
15
1,800
15
3,000
15
3,400
17
2,000
10
1,500
10
Pants
1,000
10
1,200
10
2,000
10
2,000
10
2,000
10
1,200
8
Skirts
500
5
960
8
2,000
10
2,400
12
3,000
15
3,000
20
Accessories
500
5
1,440
12
1,400
7
1,400
7
1,600
8
1,500
10
Total
10,000
100
12,000
100
20,000
100
20,000
100
20,000
100
15,000
100
July
%
August
%
September
%
October
%
November
%
December
%
3,400
20
3,400
17
3,750
15
3,380
13
3,600
12
3,500
10
2,040
12
3,000
15
3,750
15
3,380
13
4,500
15
4,200
12
3,400
20
3,800
19
4,250
17
3,120
12
2,100
7
3,500
10
510
3
1,000
5
1,750
7
3,120
12
5,100
17
7,700
22
2,040
12
2,400
12
3,750
15
4,420
17
5,100
17
4,200
12
1,360
8
2,000
10
3,000
12
3,900
15
5,100
17
5,250
15
2,550
15
3,000
15
3,000
12
2,600
10
1,500
5
2,450
7
1,700
10
1,400
7
1,750
7
2,080
8
3,000
10
4,200
12
17,000
100
20,000
100
25,000
100
26,000
100
30,000
100
35,000
100
Store Hours Monday to Saturday: 10 AM to 7 PM, Sundays: 11 AM to 6 PM
Loss Prevention and Security To prevent the_ we plan to: §
Focus on excellent customer service
§
Censor our clothing and accessories
§
Keep shrinkage percentage below 0.7% each quarter
To prevent internal the_ we plan to: §
Set loss preven3on guidelines for our all employees to follow. •
These guidelines can be found in the Employee Handbook and must be read and signed upon hiring.
•
Employees must keep all personal belongs (bags, coats, cell phones, etc.) off the sales floor and stored in a designated locker during shies.
•
Locker numbers are only accessible to managers, and stylists should not share locker numbers among themselves.
•
All stylists and managers will have their bag checked by another manager before leaving the building at all 3mes.
•
Personal iden3fica3on numbers will be given to each employee, and these numbers will be used to log hours and ring up the registers.
•
Managers are responsible to check out employee purchases to ensure discounts are taken properly.
•
Internal thee is grounds for immediate firing for both stylists and managers.
Service Levels Layaway Layaway programs are not available at énervé.
Merchandise Holds All customer and employee holds will be issued un3l the end of the next business day unless extended by a manager. Unclaimed merchandise will be removed and returned to the sales floor as part of closing procedures each shie.
AlteraIons Altera3ons will not be offered in-‐store. Damaged items will be sent back to the designer for fixing before they are sold.
Returns Items purchased at énervé may be returned within 30 days of purchase for an exchange or refund with the original receipt. Items without a receipt must be approved by a manager, and can only be refunded as a store credit for the current sales price. Customers will be informed of return/exchange criteria upon purchase.
Clienteling A personal customer book will be kept in the store to beVer serve our return clients. The types of informa3on included in the book are sizes, style preferences and favorite designers. Employees will have a goal of adding one new client to the book each month. This book will also serve as a trend indicator as we make buying decisions.
Customer Service Customer service is our number one priority at énervé. Customers will be greeted within 30 seconds of entering the store. Stylists and managers will be on the sales floor at all 3mes to assist clients with style finds and product ques3ons.