Retail Store Development Project

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OUR BRAND ●

● ●

HEIDI HYDE IS A BOUTIQUE THAT SELLS HIGH QUALITY BAGS, LUGGAGE, AND ACCESSORIES MADE OF 100% VEGAN LEATHER CLASSIC, MINIMAL, YET FRESH STYLES VEGAN & ENVIRONMENTALLY CONSCIOUS LIFESTYLES INFLUENCE THE OVERALL BRAND AESTHETIC ○ ○ ○

EARTH TONES & CLEAN DESIGN IRONIC PRODUCT NAMES MARKETING

HEIDI HYDE SUPPORTS ANIMAL RIGHTS & ENVIRONMENTAL CAUSES ○

EVENTS AND FUNDRAISERS


LOCATION

EAST VILLAGE, NEW YORK ● BOHEMIAN REPUTATION ● BOOK STORES, BARS, GALLERIES, CLUBS, SHOPS WITH VINTAGE AND ARTISTIC ITEMS FOR HOME ● ARTSY HANGOUTS INCLUDING POETS CAFE ● LAID-BACK ATTITUDE ● STREET STYLE


OUR CUSTOMER


TARGET MARKET

● ● ● ● ● ● ● ●

AGE: 18-40 MIDDLE - UPPER MIDDLE CLASS ENVIRONMENTALLY CONSCIOUS STUDENT OR COLLEGE EDUCATED CURRENT & TRENDY LIVES IN URBAN AREAS TRAVELS ENTERTAINMENT: ART GALLERIES, CONCERTS, NIGHTLIFE


MOOD BOARD


MERCHANDISE


● ACCESSORIES: $15.00 - $60.00

PHONE CASES WALLETS KEYCHAINS/BAG CHARMS VEGAN LEATHER CLEANER

● BAGS: $85.00 - $220.00 ○ ○ ○ ○ ○

CROSSBODY TOTES SADDLE BAGS BUCKET BAGS BACKPACKS

● LUGGAGE: $250.00 - $400.00 ○ ○

DUFFLE BAG SUITCASE

PRICING

○ ○ ○


PAYROLL

STAFF: ●

STORE MANAGER: $20 PER HOUR

1 ASSISTANT MANAGER: $17 PER HOUR

4 ASSOCIATES: $15 PER HOUR


PAYROLL


PAYROLL


STORE ENVIRONMENT


SHELF 1

|

SHELF 2

TABLE 2

TABLE 1

SHELF 3

|

SHELF 4

FLOOR PLAN


FIXTURE PLAN


SALES PLAN



ACCESSORIES


BAGS


LUGGAGE


245 UNITS

150 UNITS

TOTAL: 595 UNITS

MONTHLY INVENTORY

200 UNITS


PRODUCTION COST

$0.30

TOTAL: $11.00 WHOLESALE: $22.00 RETAIL: $44.00 WHOLESALE MARGIN: 50% RETAIL MARGIN: 50%


AVERAGE MONTHLY PROFIT: $2,640.00 AVERAGE YEARLY PROFIT: $31,680.00

SALES & PROFIT

AVERAGE MONTHLY SELL-THROUGH: 60 WALLETS


PRODUCTION COST

$0.75

TOTAL: $20.45 WHOLESALE: $40.90 RETAIL: $150.00 WHOLESALE MARGIN: 50% RETAIL MARGIN: 73%


AVERAGE MONTHLY PROFIT: $15,000.00 AVERAGE YEARLY PROFIT: $180,000.00

SALES & PROFIT

AVERAGE MONTHLY SELL-THROUGH: 100 BACKPACKS


PRODUCTION COST

TOTAL: $64.00 WHOLESALE: $128.00 RETAIL: $256.00 WHOLESALE MARGIN: 50% RETAIL MARGIN: 50%


AVERAGE MONTHLY PROFIT: $6,400.00 AVERAGE YEARLY PROFIT: $76,800.00

SALES & PROFIT

AVERAGE MONTHLY SELL-THROUGH: 25 DUFFEL BAGS


SELL-THROUGH

APRIL INVENTORY


SELL-THROUGH

SELL-THROUGH PERCENTAGE


SALES & PROFIT


SALES & PROFIT

MONTHLY TOTAL SALES: $24,040.00 TOTAL PRODUCTION COSTS: $11,012.50 TOTAL PROFIT: $13,027.50 PROFIT MARGIN: 45.8%

YEARLY TOTAL SALES: $288,480 TOTAL PRODUCTION COSTS: $132,150.00 TOTAL PROFIT: $156,330.00 PROFIT MARGIN: 45.8%


ANNUAL PROJECTIONS

TOTAL ANNUAL SALES : $1,058,400



SPRING PLAN: INSTAGRAM & BRUNCH EVENT


LIFESTYLE FOCUSED

POSTS CONSIST OF PRODUCT, CUSTOMER STYLE PHOTOS, INSPIRATION, NYC, & AD CAMPAIGNS

NEW COLLECTIONS USE BRIGHT COLORS THAT SPAN ACROSS MULTIPLE POSTS TO ATTRACT ATTENTION

BUDGET: $100 (USED FOR GRAPHICS, INSTAGRAM AD SPACE, ETC.)

INSTAGRAM


INSTAGRAM STORIES ARE USED TO ADVERTISE NEW PRODUCTS AND GIVE CUSTOMERS THE FIRST LOOK

ALWAYS USE BRIGHT AND FUN COLORS TO MAKE AN IMPACT IN THE FEW SECONDS CONSUMERS ARE EXPOSED TO THE IMAGE

INSTAGRAM


INCREASES SALES OF SPRING COLLECTION BY 15% INCREASE IN $13,230

ROI: 12947%

INSTAGRAM


BRUNCH EVENT

BRUNCH FOR FASHION INFLUENCERS OBJECTIVES: ●

TO INTRODUCE NEW SEASONAL MERCHANDISE TO POTENTIAL MARKETORS

BUILD PERSONAL RELATIONSHIPS WITH INFLUENCERS

INTRODUCE PRODUCT WITH HANDS ON APPROACH


BRUNCH EVENT

THE BUTCHER’S DAUGHTER 19 Kenmare St NYC - 10012 ESTIMATED COST: ● $3,500 for venue and food cost ● $500 in gifted merchandise ● $485 for employees for 5 hours worth of work ● $2,000 for invitations TOTAL: $6,485 ROI: 5.45%


BRUNCH EVENT


BRUNCH EVENT

EXCLUSIVE GIFT: POUCHES ●

MADE SPECIFICALLY FOR THIS EVENT - YOU CAN ONLY RECEIVE ONE IF YOU ATTEND

FUN, QUIRKY DESIGN THAT OUR BRAND DOESN’T USUALLY PRODUCE ENCOURAGES GUESTS TO ATTEND IN ORDER TO OBTAIN THE UNIQUE PIECE


FALL PLAN: CELEB & WHEATPASTING CAMPAIGNS


72.3K TWITTER FOLLOWERS

280K INSTAGRAM FOLLOWERS

OBJECTIVES: ●

INTRODUCE OUR BRAND REPRESENTATIVE

GAIN SOCIAL MEDIA FOLLOWERS

INCREASE BRAND AWARENESS

CELEBRITY CAMPAIGN

KIERSEY CLEMONS


● ● ● ● ● ● ●

Professional Photographer ○ $75 Hourly ○ $200 Retouching ○ $180 Digital copies Hair/Makeup Crew ○ $40 Hourly (4 Hours) Stylist ○ $ 50 Hourly Model Kiersey Clemons ○ $800 Hourly Props ○ $1,000 (Plants, Furniture, Clothing) Location ○ $300 Studio rental Travel ○ $150 Parking and gas Meals ○ $120 Catering

GRAND TOTAL: $5,810 ROI: 30.66%

CELEBRITY CAMPAIGN

ESTIMATED COST: (Approx. 4 Hours)


WHEAT PASTE CAMPAIGN

OBJECTIVES: ●

EMBRACE OUR NY LOCATION BY CAMPAIGNING THROUGHOUT THE CITY IN A MORE ARTISTIC WAY REMINISCENT OF STREET ART

GAIN ATTENTION FROM OUR TARGET MARKET BY APPEALING TO THEIR INTEREST IN THE ARTS

INCREASE FOOT TRAFFIC IN THE STORE

ROI: $84,640 - 589%


WHEAT PASTE CAMPAIGN

ESTIMATED COST: ● ●

● ● ●

● ●

Wheatpaste Glue ○ 5/3lb bottles - $50 ($10 each) Bond Paper Rolls ○ 60” by 150” ○ $223 for 4 rolls ($55.53 each) Printmasters Ink (sets of 7) ○ $378 for 8 sets ($54 each) Artist ○ $75 hourly (8 hours) Props ○ $400 (Brushes, ladders, & supplies) Labor ○ $80 hourly (8 hours) Ad Space ○ 10 locations across NYC at $1k each

GRAND TOTAL: $12,291 ROI: 34.80%


SHELF 1

|

SHELF 2

WINDOW DISPLAY

TABLE 2

TABLE 1 WINDOW DISPLAY

SHELF 3

|

SHELF 4

FLOOR PLAN


WINDOW DISPLAY


DISPLAY UP FEB. 1st-28th

GOAL: TO INCREASE SALES OF THE BUCKET BAG BY 48%

RESULT: SALES FOR THE BUCKET BAG UP 52% FROM AVERAGE MONTH - INCREASE IN $4,056

INCREASE OF 52%

WINDOW DISPLAY


WINDOW DISPLAY

WINDOW DISPLAY SELL-THROUGH


INTERIOR DISPLAY


INTERIOR DISPLAY

DISPLAY UP FEB. 1st-28th

GOAL: TO INCREASE SALES OF DISPLAYED ITEMS BY 40%

RESULT: SALES FOR THE DISPLAYED ITEMS UP 45% FROM AVERAGE MONTH - INCREASE IN $2,324 INCREASE OF 45%

INCREASE OF 45%

INCREASE OF 45%


INTERIOR DISPLAY

INTERIOR DISPLAY SELL-THROUGH


TOTAL INVESTMENT: $25,065.53 RETURN ON INVESTMENT: $252,370 - 907%

FINAL COST

INSTAGRAM PROMOTION FINAL COST: $100 PHOTOSHOOT FINAL COST: $5,810 WHEAT PASTE AD COST: $12,291 INFLUENCER BRUNCH COST: $6,485 DISPLAY COSTS: $379.53


INVESTOR

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-

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In order for our brand to continue to grow, we’ll need an investor. It’s important for us to find someone who comes from the fashion world, and understands how to make a business thrive. We would love to have Andrew Rosen be our main investor. Rosen is the creator of Theory, and has invested over $10 million, in other brands, such as Alice + Olivia, Rag & Bone, and Proenza Schouler. His investments have earned over $300 million. With the help of Andrew Rosen, we could expand our company, by creating more retail spaces.


EXPANDING INTO THESE SPECIFIC LOCATIONS WILL BENEFIT OUR BUSINESS BECAUSE OF THE HIGH DEMAND EACH CITY HAS FOR FASHION ASPECTS OF THE TARGET CUSTOMER SUCH AS PERSONAL STYLE, THEIR ENVIRONMENTAL AWARENESS, AND THEIR LEVEL OF INCOME HAVE INFLUENCED OUR DECISION TO OPEN LOCATIONS IN THESE AREAS WE DO NOT PLAN TO EXPAND OVERSEAS UNTIL OUR EXPANSIONS IN THE UNITED STATES HAVE PROVEN THEMSELVES SUCCESSFUL

EXPANDING

WE PLAN ON EXPANDING OUR BUSINESS INTO MAJOR CITIES INCLUDING: - LOS ANGELES - CHICAGO - SEATTLE


EXECUTIVE SUMMARY AVERAGE YEARLY PROFIT: $76,800.00 WITH OUR CURRENT BUSINESS AND MARKETING PLANS, HEIDI HYDE WILL MAKE MONEY WITHIN OUR FIRST YEAR WITH THE GROWTH OF OUR CUSTOMER BASE, AND POTENTIALLY AN INVESTOR, HEIDI HYDE, WILL CONTINUE TO EARN AND GROW YEARLY


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