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Branch Relocation Report

Marketing Leah Beckelman


Table of Contents Mission Statement

1

Consumer Analysis

2

Demographic Analysis

2

Psychographic Analysis (PRIZM)

5

Behavioral Analysis (VALS)

6

Location Analysis

9

Market Scope Analysis

10

SWOT Analysis

11

Inglot Cosmetics

11

Primary Competition: MAC Cosmetics

13

Secondary Competitors

14

Marketing Objectives

15

Grand Opening Sequence

17

Westlake Branch Opening Timeline

17

Westlake Branch Opening Event

20

Works Cited

24


Mission Statement


Mission Statement Inglot Cosmetics embraces all races, all sexes, and all ages. We wish to be the world’s leading make up authority among professional make-up artists and consumers. We want to meet customer needs for superior quality services and provide a secure and challenging work environment for all employees. We want to meet the every day needs for hygiene and personal care to help people feel good, look good, and get more out of life. The following proposal to expand Inglot Cosmetics into the downtown Seattle area will help us reach our company goal of becoming the world’s leading make up authority among professional make-up artists and consumers. Seattle is a diverse and constantly growing and changing city and we want to be apart of that community’s evolution.

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Consumer Analysis Demographic Analysis Race & Gender Age Income Psychographic Analysis Primary Consumer (PRIZM) Secondary Consumer (PRIZM) Behavioral Analysis Primary Consumer (VALS) Secondary Consumer (VALS) Location Analysis Geographical Analysis Population Growth Market Scope Analysis


Inglot Cosmetics is going to open a new store in Seattle, Washington by the fall of 2013. The plan is to open a storefront inside Seattle’s Westlake Shopping Center in order to expand on the company’s customer base. The majority of our consumers will be coming from Seattle itself and from nearby areas. Our new store is opening in Seattle because of the success from our Alderwood Mall branch in Lynnwood, Washington. Below is detailed information about Seattle’s demographic, psychographic, behavioral and geographical segmentation. Seattle, Washington           

Population: 608,660 Population age 18+: 515,147 (84.6%) Population under 18: 93,513 (15.4%) Population who are persons of color: 205,082 (33.7%) Housing Units: 308,516 Owner-occupied: 136,362 (48.1%) Renter-occupied: 147,148 (51.9%) Vacant Housing Units: 25,006 (8.1%) Households: 283,510 Average Household Size: 2.06 Average Family size: 2.87

http://seattle.gov/dpd/Research/Population_Demographics/Overview/default.asp

Demographic Analysis: The idea behind figuring out the demographic information of Seattle and Westlake Center will show that this city and shopping center has the correct primary and secondary consumer target markets that Inglot Cosmetics is looking for. Through this information we can evaluate the majority race, age, and gender of Seattle. We can also dig deeper and show information about a family’s average income. All of these statistics will help describe the social and economic backgrounds of the city. We will also be able to gauge if these statistics fit in our target market. However, because our store sells only cosmetics, our target consumer is female. Going forward, we will focus our data on the female population of Seattle while comparing it to the area statistics of Lynnwood. Another good demographic to look at will be the population’s employment rate. Cosmetics are not something that every woman wears but they will need discretionary income in order to buy our products versus a cheaper competitor. Understanding Seattle’s employment rate will show just how much of the population has money to shop at our store.

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Race & Gender: Population by Race

Seattle, WA

Lynnwood, WA

1.50%

1.35%

Black or African American

1.55%

0.65%

Native Hawaiian and Other

1.84%

0.93%

Asian

2.32%

2.36%

Population Hispanic

13.85%

19.48%

Other

18.72%

19.72%

White

74.08%

74.99%

Population Non Hispanic

86.15%

80.52%

American Indian and Alaska Native

Pacific Islander

CLRSearch.com

You can compare the populations of Seattle and Lynnwood and see that the percentages of each race are even between both cities. Downtown Seattle’s population has grown 70% in the past decade, with nearly 60,000 people living in the city center. This is a good starting point to confirm that we have enough of the basic target market in Seattle needed for our store. The median age of the female population of Seattle is 35. This is the median age of our consumer market because middle age women have already established a make up routine, they wear it on a daily basis, and they will continue to wear make up to hide their age as they get older. Age: 2010 Female Population

Seattle, WA

Lynnwood, WA

Female Median Age

35.8

35.7

Aged 18 to 24 Years

13.11%

10.24%

Aged 25 to 34 Years

19.63%

13.30%

Aged 35 to 44 Years

13.28%

13.21%

Aged 45 to 54 Years

14.97%

14.33%

Aged 55 to 64 Years

8.95%

10.40%

Aged 65 to 74 Years

5.09%

6.06%

by Age

CLRSearch.com

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This chart shows us that female population of both Seattle and Lynnwood is also similar, leading us to believe that our target market will be ready and available when our Seattle store is opened. It is important to note that it is a good thing that the age group of 18 to 24 year olds is higher in Seattle because our younger customers are more willing to try new products and experiment with the cosmetics they use. Next we will look at the household income levels of Seattle to see if our target consumer market makes enough money to have the sufficient amount of discretionary income to spend at our store. These income levels reflect citizens of Seattle who 18 years old or older, so we know that we’re looking at the correct group of customers. Income: Household Income

Seattle, WA

Lynnwood, WA

< $15,000

11.87%

9.35%

$15,000 to $24,999

8.47%

8.03%

$25,000 to $34,999

9.47%

9.36%

$35,000 to $49,999

14.12%

14.81%

$50,000 to $74,999

18.18%

20.13%

$75,000 to $99,999

13.42%

17.18%

$100,000 to $124,999

9.04%

10.60%

$125,000 to $149,999

5.34%

6.18%

$150,000 to $199,999

4.24%

3.01%

$200,000 and Over

5.85%

1.33% CLRSearch.com

Average Household Income Area surrounding Westlake: •

2011 Average Household Income $86,875

2016 Projected Average Household Income $89,221 5 - Mile Radius:

2011 Average Household Income $78,035

2016 Projected Average Household Income $80,077 http://www.ggp.com/properties/mall-properties/westlake-center

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The average household incomes for the areas surrounding Westlake Center are well above the salary of our target consumer. Because our company sells more cosmetic product per item than our competitor, MAC Cosmetics, our consumers are more willing to purchase our goods in order to save money during our current economy. The following data will better explain the buying habits and buying decisions of our target consumer market to prove that they will use their discretionary income at our store. Psychographic Analysis: In this area of segmentation we will look into our primary and secondary target consumer markets. We will look at social class, lifestyle, and personality characteristics that affect our business. Citizens of Seattle fall into almost every social class. However, our target consumer markets range from middle-middle class and above. Using PRIZM® statistics we can better understand our customers and prospects. Primary Consumer - PRIZM: One classification of our primary consumer would be the “Urban Achiever” group. This group falls in the lower to middle social class. They are younger than 35 and have no children. These young singles, couples, and families are typically college-educated and ethnically diverse; about a third are foreign-born, and generally speak a language other than English. Urban Achievers fall into the social group of the “Midtown Mix”, which households are dominated by consumers who pursue active social lives like frequenting bars, health clubs, and restaurants, they listen to progressive music, drive small imports, and acquire the latest consumer electronics. Their median household income is $36K. This consumer group is focused on the here and now. They might be just starting their career but they want to look like they have it all. 1 Our second group of primary consumers is the “MiddleBurbs” who share a middle-class, suburban perspective, but there the similarity ends. The group includes a mix of homeowners and renters as well as high school graduates and college alums. With good jobs and money in their jeans, the members of Middleburbs tend to have plenty of discretionary income to visit nightclubs and casual-dining restaurants, shop at midscale department stores. Their median household income is $50K. This group’s age range falls under 55, they have no children, and more preoccupied with balancing work and leisure activities. 2 Secondary Consumer – PRIZM: Inglot Cosmetics secondary consumer markets will be primarily the older generation of customers, meaning people over 45 that have or have had children. While our products are marketed towards all ages, older generations of women can be reluctant to try new brands of cosmetics. They would be buying our products for the younger females in their family. Once they are shopping in our store the sales staff will be able to recommend products for that particular older customer as well as the younger person their buying for. 1 2

http://www.claritas.com http://www.claritas.com

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The first group of secondary consumers is classified as the “Beltway Boomers”, who are members of the postwar Baby Boom and are all grown up. This group tends to live outside of big cities, so they would be coming from Bellevue, Kirkland, North Seattle, or even Renton. These consumers are college-educated, upper-middle class, and home-owners, who married late and are still raising children in comfortable suburban subdivisions. They're pursuing kid-centered lifestyles and are between 45 and 64 years old. Beltway Boomers favor outdoor sports, kid-friendly technology and adult toys like campers, powerboats, and motorcycles. Their media tastes lean towards cable networks targeted to children and teenagers. 3 The second group of secondary consumers falls into the “Money and Brains” group. They have high incomes, advanced degrees, and sophisticated tastes. Many under this category are married couples with a few children who own and live in fashionable homes. Members of this group tend to be midscale to upscale, college educated and ethnically diverse, with above-average concentrations of Asian and Hispanic Americans. Although this group is diverse in terms of housing styles and family sizes, residents share an upscale urban perspective that's reflected in their marketplace choices. These consumers tend to frequent the arts, shop at exclusive retailers, drive luxury imports, travel abroad, and spend heavily on computer and wireless technology. 4 Behavioral Analysis: Primary Consumer – VALS: Using SRI research from VALS™ we will break down our primary and secondary customer markets by explaining their deeper psychological drives for their consumer behavior. Our first primary group would be the Innovators. Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. Image is important to Innovators as an expression of their taste, independence, and personality. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life. 5 The second group of primary consumers is Experiencers who are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to loose interest. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion,

3

http://www.claritas.com http://www.claritas.com 5 http://www.strategicbusinessinsights.com/vals/ustypes/innovators.shtml 4

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entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff. 6 As weâ&#x20AC;&#x2122;ve discussed, Seattle is full of young and up in coming career focused females. Not all of them can be fashion leaders. Some follow trends and we call those Strivers. They are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many Strivers see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead. Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow. 7 Free Time Activities Brands

Where They Shop

Magazines

MAC

H&M

Vogue

7 For All Mankind

Forever 21

Elle

Guess

Express

W

OP1

Free People

Cosmopolitan

Coach

Banana Republic

Marie Claire Harperâ&#x20AC;&#x2122;s Bazaar

Electronics Used

Websites

Blogs Read

Smart Phones - iPhones

Twitter.com

Nitrolicious.com

MP3 Players - iPods

Facebook.com

5inchandup.blogspot.com

Tablets - iPads

Pintrest.com

Temptalia.com

Laptops

Lookbook.nu

MakeupAndBeautyBlog.com

Tumblr.com

Scrangie.com

Television Shows Watched

Where They Eat

Movies

Girls

Starbucks

Twilight

How I Met Your Mother

Chipotle

Silver Linings Playbook

Dancing With the Stars

Boom Noodle

Pitch Perfect

Modern Family

Tullys

Life of Pi

Pagliacci 6 7

http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml http://www.strategicbusinessinsights.com/vals/ustypes/strivers.shtml

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Secondary Consumer â&#x20AC;&#x201C; VALS: As for our secondary consumers, these are still, the older generation generally buying our cosmetics for other members in their family. The older generation tends to fall into the categories of Thinkers and Believers. Thinkers are motivated by ideals. They are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility. They tend to be well educated and actively seek out information in the decision-making process. They are well-informed about world and national events and are alert to opportunities to broaden their knowledge. Thinkers have a moderate respect for institutions of authority and social decorum but are open to consider new ideas. Although their incomes allow them many choices, Thinkers are conservative, practical consumers; they look for durability, functionality, and value in the products that they buy. Like Thinkers, Believers are motivated by ideals. They are conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community, and the nation. Many Believers express moral codes that have deep roots and literal interpretation. They follow established routines, organized in large part around home, family, community, and social or religious organizations to which they belong. As consumers, Believers are predictable; they choose familiar products and established brands. They favor U.S. products and are generally loyal customers. 8 Now that we know who are consumers are and how they think, we need to take a look at Westlake center and Downtown Seattle itself to better explain why this is such a prime location for an Inglot Cosmetics branch.

8

http://www.strategicbusinessinsights.com/vals/ustypes/thinkers.shtml

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Location Analysis: Geographic Analysis: Here are the key selling points about Westlake Center: •

Westlake Center is located in the core of Seattle’s downtown retail district on the most heavily traveled portion of Pine Street, adjacent Nordstrom’s flagship store and Macy’s.

Westlake Center is surrounded by more than 13,700 hotel rooms and 20 upscale boutique hotels.

Seattle’s cruise port, located just blocks from Westlake Center, hosts more than 885,000 passengers traveling on six major cruise lines.

Westlake Center is located just two blocks from the Washington State Convention Center and its 393,000 visitors attending 445 events (2010).

Westlake Center is just a five-minute walk from world renowned Pike Place Market, Seattle’s most visited and well known attraction.

Westlake Center is the transportation hub for downtown Seattle’s retail core, with more than 10 million commuters directly connecting to the retail center each year via light rail, Seattle Monorail, metro bus and Streetcar.

101,000 people work within a 1/2 mile of Westlake Center.

9.9 million visitors spend $5.9 billion in Seattle and King County annually. http://www.ggp.com/properties/mall-properties/westlake-center

As you can see, we have a tremendous foot traffic coming into the city and the shopping center itself. These visitors have money to spend as well. Since Inglots is a European based company many of the tourists from overseas will see our store, recognize our brand from back home, and want to stock up on their favorite products because the exchange rate will be in their favor. Westlake also has retail facilities already built so Inglots would be leasing one of their storefronts making start up expenses cheaper. However, some of the perks about this shopping center are also threats to Inglots. Our direct competition will become our neighbors. There is one MAC cosmetics counter inside Nordstrom and one Sephora store across the street from the mall. Another threat is that our indirect competition surrounds us. Almost every type of store inside of Westlake is an opportunity for one of our primary and secondary customers to spend their money at instead of at our store. Besides being Seattle’s own downtown food court, the center’s collection of retailers includes P.F. Chang’s China Bistro, Nordstrom Rack, Starbucks Coffee, LUSH, Dilettante Mocha Café, Fireworks, and Silverworks. These are all stores that our customer base likes to shop at.

9


Population Growth:

Seattle’s population growth has been on the rise since the early 1900s. There was a slight dip in the 80s but it has been rising ever since. The Seattle housing market prices are back on the rise as of September 2011. More people are moving to this area for work and that is pushing the sale of houses and construction of new units 9. Market Scope Analysis Primary Concerns Population

98101

98004

98105

98037

98122

98112

9,010

22,650

38,963

44,026

28,790

20,480

$40,246

$48,602

$32,085

$59,693

Income $26,995 •

Lifestyle • • • •

Mixed Race • 1-2 person house w/ no kids • Urban Achievers • Low Rise Living •

$63,358 Primarily white & Asian 1-3 person households w/ no kids Money & Brains Urban Achievers Up & Comers

• • • •

• Primarily white & Asian 1-3 person households w/ no kids Money & Brains Urban Achievers

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• •

Primarily White & Asian. A mix of 1 person to family households w/ children. Middleburg Managers Up & Comers

• Primarily White • 1 – 2 person households • No children • Money & Brains • Urban Achievers

Pryne, Eric. “Seattle-area Home Prices Maintain Upward March.” Seattle Times. The Associated Press Media 27 Nov 2012. Web 29 Nov 2012.

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SWOT Analysis Inglot Cosmetics Primary Competition: MAC Cosmetics Secondary Competitors


Inglot Cosmetics Strengths•

Westlake Center is located in the core of Seattle’s downtown retail district on the most heavily traveled portion of Pine Street, adjacent Nordstrom’s flagship store and Macy’s.

Seattle’s cruise port, located just blocks from Westlake Center, hosts more than 885,000 passengers traveling on six major cruise lines.

Westlake Center is located just two blocks from the Washington State Convention Center and its 393,000 visitors attending 445 events (in 2010).

Westlake Center is just a five-minute walk from Pike Place Market (Seattle’s most visited and well known attraction).

Westlake Center is the transportation hub for downtown Seattle’s retail core, with more than 10 million commuters directly connecting to the retail center each year via light rail, Seattle Monorail, metro bus and Streetcar.

101,000 people work within a 1/2 mile of Westlake Center.

Macys is adopting the Inglot brand and setting up a counter in their department stores.

Inglots offers a “freedom system” that corresponds with their beauty products that MAC does not offer.

Weaknesses •

Inglots has not been established in the United States for very long, so customers are not familiar with their products.

Inglot doesn’t have celebrities endorsing their products.

Inglot only sells Inglot brand products.

Selling inside of Macys’ stores limits the clientele to only those who normally shop at Macy’s.

Inglot does not advertise in America.

Inglot does not sell limited edition product lines like MAC does (special/seasonal packaging, colors, etc).

Opportunities – •

Inglots sell more amount of product for less money compared to MAC.

9.9 million visitors spend $5.9 billion in Seattle and King County annually.

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International tourists shopping in downtown will recognize the Inglot brand from their home town, creating foot traffic and sales.

There is one MAC store inside Nordstrom and one standalone Sephora store in downtown Seattle (zip code 98101). Adding an Inglot store would attract customers that frequent its competitor stores.

Inglot was recently the make up brand to be used at and sponsor Avril Lavigne’s clothing line, Abbey Dawn. 10

Threats •

There are 2 MAC and Sephora stores in Seattle (98101 and 98105) and 1 MAC and Sephora store in Bellevue (98004).

Cosmetic consumers can become brand loyal and be unwilling to try new products with out sufficient advertised research.

Inglots has not been established in the United States for very long, so customers are not familiar with their products.

Slowly recovering economy in Washington State.

Slowly recovering unemployment rate in Washington State, “Washington state’s economy added a net 6,7000 jobs last month (September).” 11

10

Author Unknown. “INGLOT Cosmetics sponsors STYLE360 and Abbey Dawn Fashion show for New York Fashion Week.” MaltaToday.com.mt. Media 8, Oct. 2012. Web 22 Oct 12. 11 Bhatt, Sanjay. “State Unemployment Report Mixed.” The Seattle Times. The Seattle Times Company. Media 15 Nov 2012. Web 2 Dec 2012.

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Primary Competitor SWOT Analysis MAC Cosmetics Strengths •

MAC has been in business for 27 years and operating in the US for 21 years.

MAC’s products were originally marketed towards industry professionals but then sold to the public, so the idea of MAC cosmetics has become synonymous professional quality.

Celebrities endorse MAC products.

MAC is able to operate with in department stores and standalone stores.

MAC allows their eye shadows to be bought in customized palettes or singularly.

MAC promotes recycling by encouraging customers to return their used/ emptied makeup containers and bags in exchange for free products 12.

MAC offers discounts to customers in the professional make up industry13.

Weaknesses •

MAC only sells cosmetics and cosmetic tools (missing out on the hair care and perfume markets).

MAC’s prices are at the top of most cosmetic’s range.

Opportunities •

Because of MACs popular history they have the advantage to work with practically any designer, celebrity, fashion icon to create new lines and products.

Threats •

There is one Sephora and one Macy’s in the downtown Seattle area near the MAC counter inside Nordstrom (98101).

Other companies have started creating seasonally promotional palettes similar to MAC.

MAC has to continually come up with new colors to compete with other companies.

Because of MAC’s popularity, counterfeit products are often made and sold14.

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http://www.maccosmetics.com/customer_service/top_inquiries.tmpl http://www.maccosmetics.com/cms/customer_service/services.tmpl 14 http://www.maccosmetics.com/cms/customer_service/counterfeit_education.tmpl 13

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Secondary Competitors Evaluation Sephora Sephora is a French brand of cosmetics store chains founded in Paris. Sephora has been in business for 42 years and in the US for 14 years. The Sephora chain includes more than 1,300 stores in 17 countries. Carrying more than 250 brands, along with their own private label, Sephora offers makeup, skincare, fragrance, hair care, bath and body products, and hair and make-up tools. They offer the Sephora Beauty Insider rewards program that gives customers coupons, discounts, and points (to redeem for deluxe size samples) for frequent buyers. Besides having standalone storefronts, there are more than 300 Sephoras inside of J.C. Penney stores across the country. There is one Sephora in the University Village and one in downtown Seattle as well as one inside the Bellevue Square mall. Sephora is currently working on revamping their website and online shopping experience. Julie Bornstein, senior vice president of digital at Sephora said “…sephora.com has recently been redesigned and relaunched, with the goal of creating ‘the most intelligent Web site in the world of beauty,’ with new technologies and tools to streamline — and personalize — the shopping experience”. 15 They’re also working on the Sephora Plus Pantone Color IQ Device, which scans human skin to “capture pure color” to match users with specific foundations available at their stores and online. Ulta Salon, Cosmetics & Fragrance, Inc. Ulta is a chain of beauty superstores based in the US. They have been in business for 22 years. Each store has its own full-service salon inside. Ulta carries a variety of cosmetics, skincare products, fragrances, and hair care products. They also have a buyer rewards program that offers sample products or discounts for points when a customer makes a purchase. There is only one Ulta at the Northgate Mall in Seattle. Ulta’s stock has been growing over the last few months, “Ulta stock closed Wednesday at $96.34 a share. Its 52-week trading range is $62.94 to $103.52. In the second quarter ended July 28, Ulta said that sales at stores open at least 14 months rose by 9 percent, compared with same-store sales growth of 11 percent in the second quarter of 2011”. 16

15

Silva, Belisa. “Sephora’s Personalized Digital Approach.” Women’s Wear Daily. Fairchild Fashion Media 26 Sept. 2012. Web 25 Oct. 2012. 16 Yerak, Becky. “Ulta Beauty CFO out after 6 weeks on the job.” Chicago Tribune Media 18 Oct. 2012. Web 25 Oct. 2012.

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Marketing Objectives Marketing Objectives & Timeline Chart


Marketing Objectives 1. Expand brand knowledge throughout locals and region a.

Advertise store opening and products in local magazines and newspapers

b. Connect with local fashion and beauty bloggers and promote on their websites 2. Provide economic growth for region a.

Provide job opportunities for the downtown Seattle area

b. Increase household income c. Lower unemployment rate 3. Allow for internal growth within the company a.

Promote from within company i. Offer new positions and position training before outsource hiring

b. Set daily sales goals and objectives to help overall company sales 4. Support regional community a.

Support local community organizations and events i. Seattle Fashion Night Out ii. Seattle Rocks the runway

b. Donate to community resources i. Seattle battered womenâ&#x20AC;&#x2122;s shelter 5. Decrease regional operating costs a.

Equally distribute advertising costs i. Advertise in ads that will benefit all company stores in different areas ii. Decrease shipping and outsourcing costs 1. share stock trucks between store locations

6. Increase consumer Loyalty i. Have a management team that understand the companies objectives ii. Have a knowledgeable sales staff that will provide excellent customer service iii. Provide and offer guest satisfaction surveys

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Duration: Quarter 1 - November, December, January Quarter 2 - February, March, April Quarter 3 - May, June, July Quarter 4 - August, September, October

Marketing Objectives Timeline 2012

Objective Tasks

Q3

Q4

2013 Q1

Q2

Q3

2014 Q4

Q1

Q2

Q3

Expand brand knowledge throughout locals and region Provide economic growth for region Allow for internal growth within the company Support regional community Decrease regional operating costs Increase consumer Loyalty The chart above illustrates the timeline allowed for the marketing objectives of the company. The chart beginning May 2012 (17 months prior to opening), and extends to April 2015.

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2015 Q4

Q1

Q2


Grand Opening Sequence Westlake Center branch opening time line & chart Grand opening day promotional event description & timeline Grand opening day swag bag


Inglot Cosmetics Westlake Center Store Opening Timeline 1. Apply for business license 2. Locate suitable branch retail space inside Westlake Shopping Center •

Contact Westlake realtor

Consult with lawyers

Negotiate and sign lease

3. Design and set up interior of retail space. •

Bring in design team

Bring in contractors

Install display equipment

4. Order merchandise and set up inside retail space •

contact distributor

Bring in visual merchandising team

5. Contact local newspapers & magazines •

Inquire about advertising fees and arrange for local media to advertise Inglots ♦ Contact Seattle Times newspaper ♦ Contact Seattle Stranger newspaper ♦ Contact D List Magazine

Contact local fashion bloggers to spread word about store opening ♦ Seattle Boutique Blogspot ♦ Eastside Fashion Blog ♦ Glam.spoon ♦ Need + Thread

6. Recruiting & hiring •

Recruit staff ♦ Use online sources like LinkedIn, Craigslist, and Monster to place hiring ads.

Hire staff ♦ Conduct interviews mid-June through July.

Train staff ♦ Train staff a week to a week and a half before store soft opening.

7. Begin advertising •

Have established ads in local newspapers, magazines, local blogs, and social media sites.

8. Soft opening

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Open store two weeks prior to grand opening day and party.

9. Begin PR Campaign •

Contact owner/manager of Seattle Rocks the Runway fashion show and confirm details of fashion show breakdown.

Continue to advertise and promote Inglot Cosmetics through local advertising.

10. Grand Opening •

Rent Hard Rock Café for Grand Opening Party

Promote party through our established advertisers, see step 7.

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Proposed Opening Sequence of Inglot Cosmetics Westlake Branch

November-12

December-12

December-12

January-13

March-13

March-13

Apply for business license

Contact Westlake Realtor

Consult with lawyers

Tasks

Sign Lease

Bring in Design Team

Bring in Contractors

Install Display Equipment

Contact Distributors

Bring in Visual Merchandising Team

Contact local news papers and magazines

Recruit Staff

Hire Staff

Train Staff

Begin Advertising

Soft Opening

Begin PR Campaign

Grand Opening

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April-13

May-13

June-13

July-13

August-13


Grand Opening Day Promotional Event Inglots Cosmetics will be opening their Seattle Westlake Center Branch on the same day as Seattle’s Fashion Night Out. Many fashion and shopping related events are held throughout downtown and we will be apart of the festivities. Throughout the day of September 6th our store will be giving out coupons for 20% off a customer’s entire purchase. This coupon will be redeemable until Sunday, September 8th. During the early evening from 5pm – 8pm our store will help sponsor the “Seattle Rocks the Runway” fashion show. Our team of make up artists will be working with the models of the fashion show and using our cosmetics to complete their looks. This will give our store a greater presence in the shopping center and it will remind guests of our arrival. Later that evening from 9pm to 12am, Inglots has rented out the Hard Rock Café. Our event will be co-hosted by DList Magazine, the northwest’s premiere lifestyle magazine, and will feature local DJ Tigerbeat. There will be an Inglot Cosmetics’ make up artist station at the party for guests to get makeovers performed. Swag bags will be given to the first 50 people inside the party.

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Grand Opening Time Line 10:00am

Store Opens

10:30am

5pm Inglot promotional team walks around Westlake Center (inside and outside) handing out 20% off coupons to shoppers.

4:00pm – 7:00pm

Inglot make up artists work with Seattle Rocks the Runway models, applying make up and touch ups through out the fashion show

8:00pm – 9:00pm

Westlake store manager arrives at Hard Rock Café to ensure proper party set up

9:00pm – 12:00am

Inglot staff and manager(s) host Grand Opening party at Hard Rock Café.

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By opening the Inglot Cosmetics Westlake branch two weeks before Seattle’s Fashion Night Out we are slowly yet effectively alerting Seattle shoppers to our presence in the area. Fashion conscious shoppers will be looking online at blogs and social media as well as local news papers and fashion related magazines to find out about upcoming events that relate to Fashion Night Out. They will have two and a half weeks to stop by the store and explore what we have to offer. When we have the grand opening events and party on September 6th, we will be able to clearly show that we care about and want to be involved in Seattle’s fashion scene and community events. Also, the Inglot promotional team will be handing out 20% off coupons to shoppers at Westlake Center. Since this coupon will be valid over the course of the weekend, it gives our customers an incentive to stop by the store when they have more time on their hands, rather than for just one day. Our brand, logo, and services will be advertised clearly at the Seattle Rocks the Runway fashion show. Customers will be able to see our products on the models and see our cosmeticians’ work first hand. The Hard Rock Café is a quick, five minute walk from Westlake Center. It’s edgy, party themed atmosphere will cater to our younger, more influential customer base. Co-hosting this party with D List Magazine will help promote our presence as well as further claim our stake in the eyes of our 25 – 35 year old target market group. Inglot will show that it knows Seattle’s younger audience well by having DJ Tigerbeat, a well known and local musician, perform at the grand opening party. For those target customers that were not able to attend the fashion show, they will be able to experience our products and services by visiting the make up artist station at the party. Swag bags will be given to the first 50 attendees and will contain samples of Inglot products and a copy of DList magazine (please see following page).

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Inglot Cosmetics Swag Bag

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Works Cited


Author Unknown. “INGLOT Cosmetics sponsors STYLE360 and Abbey Dawn Fashion show for New York Fashion Week.” MaltaToday.com.mt. Media 8, Oct. 2012. Web 22 Oct 12. Bhatt, Sanjay. “State Unemployment Report Mixed.” The Seattle Times. The Seattle Times Company. Media 15 Nov 2012. Web 2 Dec 2012. http://seattle.gov/dpd/Research/Population_Demographics/Overview/default.asp http://www.claritas.com http://www.clrsearch.com http://www.ggp.com/properties/mall-properties/westlake-center http://www.maccosmetics.com/cms/customer_service/counterfeit_education.tmpl http://www.maccosmetics.com/cms/customer_service/services.tmpl http://www.maccosmetics.com/customer_service/top_inquiries.tmpl http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml http://www.strategicbusinessinsights.com/vals/ustypes/innovators.shtml http://www.strategicbusinessinsights.com/vals/ustypes/strivers.shtml http://www.strategicbusinessinsights.com/vals/ustypes/thinkers.shtml Pryne, Eric. “Seattle-area Home Prices Maintain Upward March.” Seattle Times. The Associated Press Media 27 Nov 2012. Web 29 Nov 2012. Silva, Belisa. “Sephora’s Personalized Digital Approach.” Women’s Wear Daily. Fairchild Fashion Media 26 Sept. 2012. Web 25 Oct. 2012. Yerak, Becky. “Ulta Beauty CFO out after 6 weeks on the job.” Chicago Tribune Media 18 Oct. 2012. Web 25 Oct. 2012.

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Inglot Cosmetics Location Research  

During winter quarter 2012, I choose to open a branch of Inglots Cosmetics inside the Westlake Center Mall in Seattle WA.

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