Justine Fitch Eco-chic

Slogan/ Motto for the store……………………………………………………………………………………………………………………..……………… 1

Mission statement…………………………………………………………………………………………………………………………………..…….…… 2

Site Selection…………………………………………………………………………………………………………………………………….….….………. 3

Target Market…………………………………………………………………………………………………………………………………….….…….…… 4

Forecasting……………………………………………………………………………………………………………………………………….………… …5-8

Organic Cotton……………………………………………………………………………………………………………………………..……….…………. 9

Garment Silhouette Trends………………………………………………………………………………………………………………………..………… 10-14

Private Label…………………………………………………………………………………………………………………………………………………. 15-17

National Label…………………………………………………………………………………………………………………………………………………. 18

Annual Sales……………………………………………………………………………………………………………………………………………….….. 19

Assortment Plans……………………………………………………………………………………………………………………..…………………..… 20-21

Merchandise Classification Percentage…………………………………………………………………………………………………….……………… 22-23

Merchandise Classification in Dollars……………………………………………………………………………………………………………………... 24-25

6-Month Plan……………………………………………………………………………………………………………………………………………………26

Pricing……………………………………………………………………………………………………………………………………………………….. 27-28

Planogram…………………………………………………………………………………………………………………………………………………… 29-31

Store Elements…………………………………………………………………………………………………………………………………………..…... 32-34

Promotion………………………………………………………………………………………………………………………………………………….… 35-38

Advertisements……………………………………………………………………………………………………………………………………………… 39-44

Profit Loss Statement………………………………………………………………………………………………………………………………………… 45

Index

1

Slogan

Mission Statement

Our mission is to sell eco-friendly products that contribute to our customer and their

everyday lifestyle. We want to create emotional connections with our everyday

customers through selling our unique product designs as well as a compelling store

experience. Our company offers a wide variety of trendy and unique organic

products such as clothing, footwear, and accessories. We are committed to building a unique organic brand that expresses our key

values and guides to success: honesty, integrity, creativity, responsibility and

respect.

2

Site SelectionPark Avenue

http://www.youtube.com/watch?v=FULayr9BKE4&feature=player_embedded 3

Festive and seasonal activities Different shops, restaurants, boutiques Unique location for our store Traffic patterns are busy, foot-traffic Parking is on-street, busy Jennifer Kinsman- 2chic Boutique Sarah Mariartz- Utter Clutter Greentopia Highly educated

Target Market• The median age of Park Avenue: 27-28 • Men and Women •Men= 53.4% of population•Women= 48.2%•35.4% of population living in our target market age range 18-30•Overall target market- 25-50

• 60% earn an income of $20,000-$50,000• The education level is completion of high school and some college•Very affluent community

http://www.naturalclothingcompany.com/organic_mens_tee

4

Spring 2012 Color Forecasting

Men’s

Women’sInspiration taken from Primal Futurism

Inspiration taken from Future Tropicalia

5

6

Spring 2012 Print Trends

Color in motionPaint Splash digital textile print

Women’s wearSingular ombré

Men’s wear

WGSN original artworkWGSN original artwork WGSN original artwork

Women’s wear

Vegetal Linen

Organic Cotton

Hemp

Surface Pattern Surface Pattern

7

Fabric Surface Pattern: Spring 2012

Men’s wearNatural Elements Cotton chintzed Casual linen checks

8

Fabric and Surface Pattern: Spring 2012

9

Spring 2012 Organic CottonOrganic Trading Association, organic cotton is produced by methods that do not impact the environment in a negative way

Benefits of producing organic cotton: soil fertility including developing sustainable agriculture, and reducing toxic wastes

In 2009, organic cotton apparel and home textiles reached sales of $4.3 billion

Other organic fibers that will be seen in our store are hemp which can be woven into linen, wool which will be prominent in the fall and winter, and bamboo for special items because it can be costly to obtain.

Hemp

Organic Cotton

Bamboo

10

Cotton twill high-waisted short with low waist belt

fastening

Cotton twill peg pant with contrast waistband

Cotton sheeting skirt cut out on a full circle

Garment Silhouette Style TrendsSpring 2012

11

Sequined strapless tube jersey dress

Cotton sheeting sarong style dress with stepped hem

and print mix

Cotton sheeting top, bagged out and elasticated at top and hem

Garment Silhouette Style TrendsSpring 2012

12

Cotton voile boat-neck sweat with self-fabric neck and 1x1 rib welt and cuffs

3gg mercerised cotton mesh knit, square-cut, short-sleeve, boat-neck top with cast-

off blunt edges left to roll

Cut-and-sew 18gg cotton 3/4-sleeve sweat knit with self-fabric

welts, cuff and neckband

Garment Silhouette Style TrendsSpring 2012

13

50s: men's knitwear

City Sportif style

Understated Tee

City Sportif style

Off-gauge Deep V

Desert Traveller

Garment Silhouette Style TrendsSpring 2012

Postman shorts

14

Straight-leg Trousers

All-over Print boardshorts

Garment Silhouette Style TrendsSpring 2012

15

Private Label- Women’s

16

Private Label- Women’sWomen’s strapless dress

with all over color illuminated print

17

Private Label- Men’s

18

National Labels

-Recycled from the best quality second hand clothing, deconstructed, re-cut and completely transformed into a new product-Men and Women up-scale clothing

-Unique bags are made of natural Treetap rubber from the Amazon-Create everything from totes and handbags to weekend carriers and laptop cases, offering lines with names like Rainforest (in bold colors), Caipirinha (with floral embroidery) and Tapioca (in canvas jute with graphic details)

-Specializes in eco-friendly jewelry and accessories-Handmade, high-quality and eco-friendly

-Attention to detail and quality in this fresh collection—vintage-inspired throwbacks and modern pieces for men and women-Hand-dyed natural fibers

-Provide products of recyclable materials-Cold cups, Hot cups, Travel Mugs, Food containers, utensils, etc.

Annual Sales

•The total selling sq. ft of store = 3,000 ft

•The estimated sales/sq. ft.= $154

•Annual Sales =Total selling space in sq. ft. * Sales per sq. ft.

Annual Sales for Eco Chic= $3,000* $154= $462,000

19

Merchandise Assortment Planning- Women

20

21

Merchandise Assortment Planning- Men

Merchandise Classification Plan- Women(percentage)

Tank Top

22

Merchandise Classification Plan- Men(percentage)

Total Men and Women Classification:Men (40%)+ Women (60%)= 100%

23

Merchandise Classification PlanDollar Amount- Women

Total Dollar Amount

(women) for inventory:$200,145

Tank Top

24

Total Dollar Amount

(men) for inventory:$95,580

25

Merchandise Classification PlanDollar Amount- Men

Six-month Plan

26

Pricing (Women)

Women’s pricing based on previous

worksheets

It is based on research of

different sizes & prices from other organic clothing

stores

Tank Top

27

Pricing (men)

Men’s pricing based on previous

worksheets

It is based on research of

different sizes & prices from other organic clothing

stores

28

Visual exterior/ display windows

29

Planogram

30

Planogram34' 4"

2 9' 8

"

33' 11"

29' 8

"

Shoes

Men's Dress shirts Dresses

Blouses

CA

SH

IER

FITTINGROOM

Pants- legging

Pants- yoga

Shorts

BACK STOCK ROOM

T-Shirts

Shoes

WOMEN'S SHOES MEN'S SHOES

STAIRS TO BOTTOM

AccessoriesAccessories

Tanks

Sweaters

Shorts

Accessories

Shorts

Pants

Pants

T-Shirts Long-Sleeve

Sweaters Hemp

SaleItems

All Sale Items

Planogram

31

Buy SmartDraw!- purchased copies print this document without a watermark .

Visit www.smartdraw.com or call 1-800-768-3729.

2' 8

"

8' 8"

Buy SmartDraw!- purchased copies print this document without a watermark .

Visit www.smartdraw.com or call 1-800-768-3729.

Store InteriorExample store front interior

•Fresh Greenery• Tropical Plants- Bamboo•Natural air conditioning•Geothermal heating systems•LED lights•Soft, relaxing music•Minimal lighting to save on energy costs

Apparel Rack

Coffee shop

32

Atmosphere of the store

Sights Sounds Friendly, outgoing customer service

Beautiful artwork

Clean, well-kept store

Large dressing rooms with immediate service- No more cramming or waiting!

and OF COURSE the merchandise!

Music- relaxing and comfortable

Laughter

Fresh Flowers

Evergreen trees

Greenery and plants

33

34

Logo of the store

Tags Packaging

No..………………………

Style……………………..

Size……………………...

$150.00

http://www.nashvillewraps.com/showpage.ww?page=sustainable-packaging

100% Recycled Christmas Ornaments Paper Shopping Bags have modern ornaments with metallic silver accents

100% Recycled Fusion Paper

Eco-friendly shoe box

No..………………………

Style……………………..

Size……………………...

$150.00

Promotion

Marketing Expense BudgetSpring 2012 January February March April May June Total 6mo

Advertising $ 2,000.00

$ -

$ -

$ -

$ -

$ 1,000.00  

Websites $ -

$ 250.00

$ 250.00

$ 250.00

$ 250.00

$ -  

Magazines $ 500.00

$ -

$ -

$ -

$ -

$ 500.00  

Promotions $ -

$ 250.00

$ 250.00

$ 250.00

$ 250.00

$ -  

PR $ 5,000.00

$ -

$ -

$ -

$ -

$ 2,000.00  

Personal Selling

$ 1,000.00

$ -

$ -

$ -

$ -

$ -  

Runway shows $ 1,000.00

$ -

$ -

$ -

$ -

$ -  

Total $ 9,500.00

$ 500.00

$ 500.00

$ 500.00

$ 500.00

$ 3,500.00

$15,000.00

BUDGET PLAN

35

Promotion

IT’S A PARTY!

• For are grand opening we will be having a runway show- showing off both men's and women’s wear

• Includes beverages and snacks and

• We will be giving out special coupons to the ones who attend!

• Main event begins at 8:00pm

• Auction beings 6-7pm

• Attendees will receive complimentary gift bags at the end of the night

• DJ

36

GRAND OPENINGFlyer for the Fashion show

Growth and Sustainability

Grand OpeningFashion Show Event

Features: Eco-friendly designs provided by yours truly, Eco-Chic

Growth and Sustainability

Grand OpeningFashion Show Event

Features: Eco-friendly designs provided by yours truly, Eco-Chic

When: January 7, 2012 6:00pm-9:00pm

Where: 14 Park Avenue, Rochester NY

An auction will take place where proceeds will be donated to the Go Green Foundation

When: January 7, 2012 6:00pm-9:00pm

Where: 14 Park Avenue, Rochester NY

An auction will take place where proceeds will be donated to the Go Green Foundation

PromotionA gift with purchase during the last two weeks in December (ex. a hemp necklace) Free wrapping on gifts bought in our store

Enormous seasonal discounts

December 1-24 spend 100$ receive a 50$ gift card for later date

Free hand bag with the spending of 100$ (certain dates)

If you bring in a reusable bags instead of using ours, you will get a 15% discount on your purchase

Holidays

37

Promotion

For every purchase of any homemade hemp jewelry half of the profit will go towards GO GREEN!

38

•We will be selling unique hemp homemade jewelry made by the store owners.

Billboard

39

Advertisement Rochester magazine is a great place to put an ad for our store.

Rochester magazine covers where the best places are to: shop in Rochester, to dine, to see live music, enjoy local artists and so much more!

This magazine is distributed all through out Rochester. Including places such as: restaurants, coffee shops, salons, doctors offices, hotels, art centers

40

Example of a magazine AD

AdvertisementGreentopia

http://greentopiafestival.com/

The Greentopia Festival is Rochester New York’s and the Finger Lakes celebration of the green movement sweeping

around the globe. The two-day, interactive festival in historic High Falls will reveal what the Western New York region is

doing to help the environment – and envision a greener

Rochester of the future.

•All Greentopia collateral will be made with recycled and/or earth-friendly materials.•Every exhibitor will be screened for a commitment to sustainable business practices using green business standards developed by Green America and our local steering committee•It’s the first large-scale green festival ever held in Greater Rochester

41

AdvertisementLocal Organic Grocery Stores

Example Coupon Flyer/Poster

Flyers in the front of the store offering deals for the day such as 15% off if you spend 50$.

Flyers offered in local stores to inform the customer on deals that will be going on in that week or month

•Health Food & Drugs•Abundance Cooperative Market•Loris Natural Food Center

42

Benefits to our customer

Store card Apply for our store card and receive:A coupon booklet that has savings up to 100$ Receive points for every 20$. Receive 25 points get a 10$ gift card Rewards: Every time they spend 100$, they will get 10$ card in returnFree catalogs to our storeOn your birthday you get a 10% discount

CouponsIf you are on our mailing list you can receive coupons and discounts monthly

E-mailIf you are on our list you will receive emails of new inventory

Also receive coupons and up-and- coming deals

Eco-Chic

1056 5679 3348 1231GOOD THRU 08/14 CREDIT

JANE SMITH

43

44

Social Media

Today social media is very popular with the public. We

want to keep our consumers happy by updating them through these two social

websites on exclusive deals, up-and-coming merchandise, and a common knowledge of

what is happening in our store.

Facebook Twitter

Profit Loss Statement

45

  Dollars Percents

Net Sales 462,000 100%

CGS 295,725 64%

Gross Margin 166,275 36%

Operating Expenses 30,000 23%

Payroll 33,255  

Promotional 15,000  

Supplies 900  

Services Purchased $6,165  

Unclassified 1,000  

Travel $5,000  

Insurance 4,500 -

Equipment Rental 450  

Maintenance 4,000  

Rent 6,000  

Other 1,560  

Total Expenses $107,830  

Profit or Loss $58,445 13%

http://www.expressmilwaukee.com/article-3330-earth-friendly-fashion.html-

http://www.city-data.com/zips/14607.html-

http://redlandsbaoapp1.esri.com/ZIPCodeLookup/Default.aspx?ZIP=14607-

http://www.ecofashionworld.com/Brands-/listA.html

http://www.style.com/fashionshows/review/S2012RTW-ORGANIC/-

http://www.wgsn.com/content/report/Close_to_Season/Womenswear/Catwalk_Response/Spring_summer_2012/VIP_milan.html-

http://www.wgsn.com/content/report/Design_Files/Menswear/Spring_Summer_2012/SS12_Mens_Catwalks_DesignFile_FutureTropicalia.html

http://thaiscampos.suite101.com/the-symbolic-meaning-of-the-lotus-flower-a234559-

•http://www.ota.com/organic/mt/organic_cotton.html-

•http://www.wgsn.com/content/report/Design_Files/Knitwear/Spring_Summer_2012/s_s_12_desert_travellermensknitwearcatwalkdesignfile.html

•http://designreviver.com/articles/eco-friendly-packaging-concepts/

•http://greentopiafestival.com/highlights/fashion-show/

Sources: