SOUVENT Kris Bunch Retail Management
! “The better you dress,
the worse you can behave.” -F. E. Castleberry
Mission ! Souvent is a unique menswear boutique created specifically
for smaller frames. Located in the heart of SoHo, men from across the globe visit our specialists for classic, yet stylish merchandise, ranging from cashmere t-shirts to bespoke suits. With our onsite tailor and barber, this is exactly what you’ve been looking for all along.
! We make it our mission to create an environment in which
men feel at home, no matter their size. For years, junior menswear has been neglected in every market, leaving valued customers to either shop in the boys’ department or visit a tailor for every garment. At Souvent, this is no longer a problem, because our merchandise is geared for men of small proportions.
Vision ! At Souvent, our goal is to provide excellent customer service,
impeccable style, and a unique assortment of clothing, accessories, and personal services for men of all ages.
! Over the next few years, Souvent will grow to other cities
across the globe as a destination shop known for these values.
! As our private line continues to gain popularity, we will also
provide an opportunity for wholesale business through highend venues such as Barneys New York, Harrod’s, and Printemps. This will not only boost market share and profits, but will increasingly build our brand reputation around the world.
Market !
With our first location in New York City, Souvent will cater to both locals and tourists alike.
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In a metropolitan area with a population of over eight million, and countless visitors each year for business and pleasure, creating a loyal clientele base will be our strength.
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With our product assortment, our customers are executive professionals, with an average yearly income of $75,000 and higher.
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These 25-45 year old men consistently strive to find quality in their clothing, which we provide at the highest caliber. Our clients come from all ethnic backgrounds, and live urban lifestyles.
Customer Profile ! Ryan, 32, senior account executive at a high-profile
marketing firm in New York City ! Education: BA-Marketing, Northwestern University ! MBA-Business Administration, Columbia University ! Income: $95,000 per year ! Residence: Modern loft, Bowery district ! Lifestyle: Travels often for work and pleasure ! Sizes: 5’7”, 34 jacket, 26-inch waist
Customer Behavior ! Visit Rate: Once every 3-4 weeks for barber services ! Once every 6 weeks for shopping appointments
! Average Visit Duration: 1 hour ! Average Transaction: $850 !
Payment Method: Visa/American Express/MasterCard, Cash
! Brand/Store Loyalty: High
SOUVENT
Concept !
By opening a store that specifically targets smaller clients, Souvent creates a popular destination for men who will no longer be limited to the boy's department.
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While young men's collections do occasionally bridge the gap between boys and menswear, the silhouettes are rarely flattering, and are often just stretched-out versions of the smaller sizes.
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The styling for these collections is also a problem, as it mostly consists of flashy graphics for teenagers.
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Our garments will be slim-fitting and sophisticated, with a classic American twist; think Rive Droite meets Repp stripes.
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New England Prep is a major style influence at Souvent, with rich colors and trim silhouettes that distinguish us from other brands.
Competition ! While no store in the world offers merchandise and service
at the level of Souvent, there are a few shops that offer a similar lifestyle and compete for our customers. ! In Manhattan, Paul Stuart is a menswear shop that
specializes in custom suiting and has a tailor in-house. !
!
With their new Phineas Cole collection geared for smaller, more fashion-forward men, the difference between Souvent and Paul Stuart is the product range and overall store mood. While Paul Stuart’s business attire and English country styling work for older clients, our merchandise ranges from casual to professional, and has a more urban, American attitude.
Product Differentiation ! In addition to its unique styling and slim fits, another
important aspect of Souvent is that the sizes will be based on the European scale rather than the American scale. ! For example, a customer with a 30-inch chest would fit a size
0 shirt. With sizes from 0-5, we can remove the stigma of sizes like XXS, which seem feminine and emasculating. ! For pants, the sizes will be available by waist circumference,
in inches. Ranging from sizes 26-32, trousers and jeans will also be available in corresponding lengths as well.
Product Differentiation ! While non-standard sizing may seem difficult for
customers at first, it gives our staff an easy opportunity to walk-in customers who are unfamiliar, and also builds brand loyalty for repeat clients who will feel superior for knowing “our little secret.”
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Product Personalization ! Another way Souvent is different from other stores is
every garment can be personalized. ! Each customer will have the option to embellish each
article of clothing with his monogram, done for a small fee in the store. ! Monograms are an elegant way to personalize the
products, and add to the prep aesthetic of the company.
Monograms
SWOT Analysis Paul Stuart-Internal !
Customer ! !
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Product Mix ! !
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Strength: No-markdown policy helps retain brand image and esteem Weakness: Merchandise left over at end of season
Promotion ! !
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Strength: Lifestyle branding makes coordination simple Weakness: Women’s line is very limited in comparison
Pricing Strategies !
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Strength: Strives for quality and expects higher prices, requires clothing for many occasions Weakness: Few people can afford, limited market, last-minute tailoring impossible
Strength: Customer recommendations and fashion blog ads attract specific customer base and cost less than print ads Weakness: Limits variety and demand of consumers on a broader level
Distribution ! !
Strength: Small number of brick-and-mortar stores and online shop keep brand image clear and controllable Weakness: Lack of wholesale business limits travelers and ability to branch into smaller markets
SWOT Analysis Paul Stuart-External !
Competition – Brooks Brothers ! !
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Economics ! !
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Opportunity: Selling public shares to investors will allow the company to open new stores and increase long-term goals Threat: Loss of family-owned atmosphere
Technology ! !
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Opportunity: Open more doors in large cities, increase women’s line, create children’s line Threat: Current market control, difficulty building new client bases
Opportunity: Increased web presence, smart phone app for customers Threat: High implementation and maintenance costs
Society ! !
Opportunity: Increasing awareness of custom-made options, opening smaller, custom-only shops Threat: Loss of interest for those who only shop off-the-rack
Store Location !
The Souvent store will be located at 62 Greene Street, near the corner of Spring & Greene in SoHo
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This is the heart of SoHo, near many other high-end shops boutiques, such as Prada, Chanel, and Marc Jacobs.
í
Store Location -Dimensions ! The 2,000 ft.2 space is 25 ft. wide, 80 ft. deep ! 300 ft.2 for stock storage, employee restrooms, and
management offices
! Main entrance located at the front of the store, with an
additional external door from the back office for shipping and receiving
! The shape of the store is an elongated rectangle, with the
office and cash wrap at the rear of the sales floor
! Two display windows are located on either side of the front
entrance
Store Location -Lease ! 5-year lease ! $16,000 per month, with $16,000 initial deposit repaid
after one year ! $96/ft.2 per year ! 5% commission paid to broker ! Common area fees included in lease ! Utilities, insurance, and cleaning costs paid by lessee
Store Location -Demographics
Visual Merchandising
Visual Merchandising !
The store design will also add a sense of high style to the merchandise. With modern lines and low lighting, the clothes will appear even more luxurious and exclusive.
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The materials used in the store, like concrete floors and barn wood walls, will also enhance the shopping experience.
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The fixtures within the store will be antique-inspired, with racks made from old pipes and tables made from rough-hewn wood.
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Classic, unassuming colors like gray and brown will allow the merchandise to stand out no matter which season is presented.
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Some stores that can be used for inspiration are Ruehl No. 925, Abercrombie & Fitch, Zara, and Tommy Hilfiger.
Visual Merchandising
Visual Merchandising
Visual Merchandising
Visual Merchandising
FLOOR PLAN
ENTRANCE
TAILOR
BARBER
FITTING ROOMS
BACK ROOM
Website ! Due to the custom nature of our product, our website,
www.souventnyc.com, will exist not to sell merchandise directly, but to entice potential shoppers into our store.
! The site will include the following: ! All contact information ! 360o tour of the store ! Personal shopper appointment booking ! Seasonal look book (web-based and downloadable PDF) ! Customer event notices ! Sizing guides and washing instructions ! Career opportunities
Social Media ! Social networking is essential for every modern
company, especially in the fashion world ! We will operate Facebook and Twitter pages, updated
for the following: ! New product offerings ! Special promotions ! Client events ! Human resource needs
For release on: Wednesday, February 1, 2012 Souvent is a unique menswear boutique created specifically for men of smaller frames. Located in the heart of SoHo, men from across the globe visit our specialists for classic, yet stylish merchandise, ranging from cashmere t-shirts and selvedge denim to bespoke suits. With our onsite tailor and barber, this is exactly what you’ve been looking for all along. Join us in a grand store opening and launch of our Spring 2012 Collection. •
Friday, February 17, from 6-10 pm
•
62 Greene Street, near Greene and Spring in SoHo
Enjoy cocktails and appetizers, complimentary on-site monogramming, and music by special guest DJ Aoki. •
For more information, please visit www.souventnyc.com, or call Kris at 212.657.8825
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Enclosed: Store logo and selected photographs of collection
SOUVENT Souvent is a unique menswear boutique created specifically for men of smaller frames. Located in the heart of SoHo, men from across the globe visit our specialists for classic, yet stylish merchandise, ranging from cashmere t-shirts and selvedge denim to bespoke suits. Souvent is looking for highly-motivated and driven sales stylists to complete our staff. Responsibilities: • Ability to create long-term client relationships through appointments • Understand customer needs and provide feedback to management team • Operate point-of-sale functions, including sales and returns • Assist in biannual inventory counts by maintaining loss-prevention standards • Meet and exceed personal and store sales goals Employee rewards are based on performance, and there will be career advancement opportunities for successful stylists as we continue to grow our business. Requirements: • • • •
3+ years experience in sales and/or personal styling, preferably in high-end menswear Strong ability to coordinate client sales and events Extensive knowledge of fashion terms and trends Flexible availability
To apply, please submit your resume in person or to HumanResources@SouventNYC.com Souvent is an equal opportunity employer.