Promotion Promotion of Style villains goods will be a kitchen sink strategy. The company will advertise across all channels, including old media and new media. Coupons will be used to increase brand recognition. Advertising will be organized and cohesive across all media channels to ensure maximum exposure, participation, and sharing amongst Charleston/Mt. Initial marketing tactics will be heavily coupon and sale based to draw in customers. Customers in the store will be able to earn further sales by checking in, liking the store page, or sharing the store with friends over any form of social media. Billboard signage will be purchased for a month during the initial startup phase, and coupon flyers will be mailed out to The Brickyard and Dunes West communities to draw in initial customers and create a client base. Distribution The companys products will be distributed from the retail location in the towne center, and will deliver to areas within the southeast.
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Marketing and Sales overview Marketing for Style villain will be conducted across all channels. Signage, newspaper, flyers, brochures, online, social media, word-of-mouth, strategic alliances, and coupon strategies will all be used in tandem to market the companys products. Positioning Style villain will be competing with several large clothing retail stores with strong brands, as well as boutiques. The company will aim to compete indirectly with these other companies by carving out a unique niche for itself. Dawson recognizes an opening in the market to target help youth and young professionals looking for a unique, stylish, and classy look that breaks away from the traditionally southern styles that have dominated Charleston for decades. Market research done by the company has revealed that. Pleasant is ready for. Dawsons design vision — people are ready to try new styles and are excited by the prospect of purchasing products from Style villain. Pricing Pricing for Style villain will be higher than average for shops overlapping within the same niche. Concept Made in America tag There are three major reasons for the increased price: The raw materials are being sourced and the products are being manufactured in the usa the raw materials and labor are ethical and green The quality of the companys products is higher. Dawson believes that millennials will be willing to buy a higher quality, ethical product for a little more money.
Pleasant growing due to google and boeings expansion into the area, but diary also because it is consistently being voted the number one city in the us (for the third consecutive year.) Charleston is officially on the map for retirees, college students, and people looking for. Style villain will be set to capture this growing market on its upswing, and make a name for itself as a provider of quality, stylish garments. Key customers key customers for Style villain will be college students and young professionals, age ranging from 18-35. These customers will either hail from affluent families or themselves have decent salaries and expendable income. Market research suggests that millennials in this age group in the. Pleasant area are looking for new, unique clothing options from the usual fare. Dawson will aim to provide this valuable market segment with interesting designs that match their budding personalities and ambitions.
In addition, the clothing tastes and trends in the south are different from the north. Style villain will move away from classic southern styles like khakis and polo shirts and target an edgier, less traditional niche. Dawsons designs aim to fuse southern and northern sensibilities, while keeping a high quality, classy aesthetic. Market Trends Omnichannel retailing is quickly becoming the norm for smaller retailers who are looking to edge out bigger companies with stronger brands. Omnichannel marketing allows for the customer to complete transactions in any way that they want to — for instance, they can order clothing online, and return it to the store physically. Style villain will work to make the purchase and return process as streamlined and efficient as possible for customers. Style villain will also accept payments through mobile wallets to facilitate business, save money on transactions, and keep up with millennial trends. Pleasant and Charleston area businesses are set to expand rapidly as affluent families move from the north. Not only.
This means that Mt. Pleasant residents have a higher than average amount expendable income. Associates at the company will be knowledgable and friendly. The improving economy is also improving consumer confidence across the United States. Taking a narrower view,. Pleasant itself experiencing an economic boom due to googles server warehouse and boeings factory expansion into the. Pleasant is experiencing an influx of affluent families hailing from the north. Pleasant and Charleston are beginning to boom and expand due to the influx of new money. There is a market need for new clothing retail shops to meet the demand of new customers.
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Within the towne center, our main competitors will be belk, american Eagle, abercrombie fitch, Amelias, and Gap. The companies target a similar range of customers, mostly overlapping around millennials, generation x, and teenagers. Style villain will be aiming for millennial customers looking to wear stylish, high quality clothing that isnt brand name or mass marketed. Intellectual Property Any and all designs created. Dawson essays or others for Style villain will immediately be under copyright.
Style villain will aggressively pursue copyright infringers within the full extent of the law. Future Products and Services. Dawson hopes to open a sister shop in savannah, ga if Style villain is successful. Customers and Market Analysis Market overview Clothing retail. Pleasant, sc follows similar trends in affluent cities across the United States. The average yearly salary of. Pleasant resident is 52,000 per year, and cost of living in lower than in most parts of the country.
Products and Services, products and Services, the Style villain storefront. Style villain will feature a diverse range of clothing that adhere to a professional, modern style. Included below is a full list of our featured items: Armwear, belts, coats, dresses, gowns, headgear, jackets. Shirts, t-Shirts Collared shirts Dress shirts skirts Tops Trousers and shorts sourcing and Fulfillment For manufacturing, Style villain will be working with Solomon Rose., a clothing manufacturer based in South Carolina. Fabrics will be sourced from Carolina cotton Works. Dawson has negotiated excellent terms with both companies, using her contacts within the fashion and design industry.
Despite the higher base costs,. Dawson insists on using us based manufacturers for three major reasons. First, overseas manufacturers often create poor quality products, and are difficult to communicate with. Secondly, overseas manufacturers are also gaining a bad reputation amongst socially conscientious millennials, Style villains target customers. Thirdly, overseas manufacturers require a large quantity of orders, which a small boutique like style villain does not require. Competitors The clothing retail industry is fiercely competitive, and Style villains location in the towne center is a high-competition location itself. However, the towne center also brings in a high volume of customers daily, which helps to nullify the adverse effects of a competitive market location.
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By the second year, profits will exceed spending. By the third year, the bank loan will be paid off entirely. Mission Statement, style villain will provide young professionals a striking alternative to the usual business chain brands, while remaining affordable and fashionable. Company history, style villain was conceived. Dawson in 2013 while she served on the board of Soma design. Dawson recognized that there was a market opening for edgier design as big brand clothing retailers continued a trend towards homogeneousness. Style villain will be located on 1210 Belk Drive in the. A map of the towne center facility is shown below: Style villain is located on the heavily presentation trafficked path to the movie theater.
The company expects to attain significant market share of college age students and young professionals looking to appear fresh and stylish. Management team, band andrea dawson: ceo/General Manager. Andrea dawson has more than 15 years in the design industry and holds a masters in fashion management. Beginning as a low-level designer and seamstress, she quickly rose in the ranks of companies such as Uniqlo and Fruit of the loom due to her eye for contemporary fashion and strong product development instincts. Eventually, after serving on the board of Soma Design., she decided to strike out on her own and form her own brand. Dawson brings over a decade of experiences and deep industry contacts to the table, which will help lubricate the otherwise tedious processes of starting a clothing company. Required Funds, style villain will require 75,000 in startup costs to remain solvent over the first year. Low profit margins, staffing requirements, and an initial advertising blitz will consume the first years profits and require a bank loan of 45,000 for the company to remain cash flow positive. Dawson will supply the other 30,000 in initial startup funds.
anticipates earning 160,600 in net profits by the end of year three. In order to remain cash solvent during the first year of startup, the company will require 75,000 to cover the costs of salaries, an initial marketing blitz, and other incidental costs. Watson will provide 30,000 of her own money, and take a 45,000 loan from the bank of America to satisfy startup cost needs. Read a detailed guide for how to write an executive summary here. Get your business started today. Here to Write your Clothing Business Plan. Company and Financing, company overview, style villain is based and incorporated in south Carolina. The business was formed on August 1, 2014, and serves the local market of the town.
Style villain will market all types of clothing for both men and women, including casual, semi-casual, and professional outfits. The company will also sell hats, belts, scarves, and jewelry, all of which will complement each other to sell complete outfits. Style villain will aim to create trendy, fashionable clothing and accessories with a youthful edge. Customers, style villains main customers will be teenagers, college students, and young professionals, estimated between age 18-35. Our products will be priced appropriately to be affordable for people within this age group. We anticipate that our target revelation customers will on the whole possess less disposable cash than customers outside of our target age range. Marketing and Sales, marketing for Style villain will be done through signage, flyers, coupons, direct mail, billboards, strategic business relationships, Internet and social media.
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Summary, style villain is. Pleasant, south Carolina based clothes retail business located in the town Center on Highway 17 North. Style villain will focus on marketing medium to high end articles of clothing targeted at college students and young professionals. Style villain aims to market clothing that is more mature than a f or American Eagle, but remains affordable to young professionals and college students, while retaining a young vibe. Management team, andrea watson: ceo/General Manager, andrea watson resumes is a professional designer and entrepreneur originally hailing from Baltimore,. She has over 15 years of experience designing for major brands such as Uniqlo, gap, and Fruit of the loom. Watsons intends to leverage her successful career and numerous industry contacts to strike out and create her own clothing brand.