L.B.D
Samantha Lula‘s Retail Concept Store
Lula’s Black Destination
Mission Statement e mission of LBD, Inc. (Lula’s Black Destination) is to premier a specialty store that focus’s on all classic black colored products. Every fashionista needs a little black dress, or any other black colored clothing because everyone knows that black goes with everything and looks amazing on.
Vision Statement We want our customers to perceive LBD as having the best selection in black attire that is timeless yet very trendy at the same time. We want them to feel comfortable in our environment and welcomed with the best service and to basically get their moneys worth.
Company/ Concept Statement
LBD is a moderate/designer priced, fashion retail store that specializes in women’s black color clothing, but also offers a variety of shoes and accessories. e store also offers styling tips and styling appointments that are available to our customers.
Company
e value of the LBD products will exceed expectations for everyone. Our stores main statement aside from our all black clothing is our amazing customer service. Our sales staff goals are to approach every customer in the store and greet them. By greeting each customer it makes them feel welcomed. e main goal is to not push sales on to customers; we want to make everyone feel welcome. We will educate customers on our brands and what we offer, as well as our newest products.
Service
Product LBD stores will have varieties of all black clothing for women as well as accessories to help add finishing touches on any outfits for our customers. e main focus of the store will obviously be all the black clothing; in order to attract customers into our store everything will be all white. e store will carry shoes, dresses, pants, shirts, casual, fancy, bags, jewelry, etc. ere will be designer labels, moderate labels, private labels for L.B.D, and a few budget labels as well. e products we want to offer our customers are of good quality, give them exclusivity, and also be affordable to one time shoppers who just want to purchase a small item.
Culture e company culture at L.B.D. is relaxed yet vibrant. e store atmosphere allows customers and employees to connect in an intimate yet comfortable setting.
Products/Service/Merchandise Products & Merchandise -Amazing quality -Good price points -Merchandise is for females -Merchandise is evenly placed in store, that doesn’t confuse customers
Service -Customer Service is one of our proud company services -Staff is fully knowledgeable on the fashion world, has background in it, and are certified to be giving advice on all these products. -A few sales employees will be on the floor -Customers can receive water, Champaign, small snacks before they go into the fitting room -Employees can educate customers on products and brands
Merchandise
Cocktail Dresses Special Occasion Dresses Pants Tops
Shoes Purses Jewelry
Cocktail Dresses Price: $100-$800
Special Occasion Dresses Price: $300-$1000
Pants Price: $60-$500
Tops Price: $40-$400
Shoes Price: $100-$1000
Purses Price: $80-$1000
Jewelry Price: $50-$500
Products/Service/Merchandise
Branding Name
Lula’s Black Des-na-on
L.B.D.
Logo L.B.D
Sign/Design/ Symbol
Fonts: Edwardian Script ITC
Colors: Black, White, & Cream
e L.B.D Customer Geographic
Region: East
City Size: 100,00+ Urban
Climate: 4 Seasons
Psychographic Social Class: Middle/Upper
Personality: Intelligent, Sociable, Funny, Business Woman
Life-‐Style: Traveling, luxurious, & fast paced
Consumer Behavior Benefits Desired: Excellent quality, well priced & trendy
Usage Quality: Re-‐usable & intertwine able with other pieces
e L.B.D Customer Profile Sex: Female Name: Jacqueline Pavlopolous Age: 25 Annual Income: $75,000+ Status: Single Location: New York City, New York Race: Caucasian Animals: Pomeranian Heritage: Greek Favorite Music: Hip Hop, Favorite Movie: The Notebook Favorite Website: Ideeli, Haute Look, WWD etc. Favorite Shows: Sex and the City, Gossip Girl, 90210, Apprentice etc. Major: Fashion Business and Minor in Marketing Must Have Accessories: Watch & Designer Hand Bag Occupation: Editor for Marie Claire Favorite Food: Sushi, Salad, Turkey Burger, & frozen yogurt Daily Routine: Go to the office, grab lunch at a chic restaurant, go to workout, go home, shower, Light candles, Glass of white wine & watch all her shows on TiVo. Favorite Stores: Intermix, Top Shop, Barney’s, Nordstrom Lifestyle: Travels a lot for work, is always attending business meetings, events for her company, Interviewing the it people in the world & trying to manage her personal life as well.
Customer Life Collage
Competition
Other competitors include: Cusp, Barney’s New York, Scoop, Kitson etc. Conclusion: After reviewing the analysis our competitor, Intermix, doesn’t have that many customer benefits or purchasing options. L.B.D. offers exclusivity, lower price points, purchasing options and benefits for their products, Also, our customer service adds to the value of the shopping experience that you cant find at any other store. To keep up with Intermix and any other competitors I feel that we should add more products that aren't carried in any of the stores, or bring in unique designers products as well.
L.B.D. Intermix
Product Alice + Olivia Dress Alice + Olivia Designer
Price $365.00 $365.00
Promo-on L.B.D brand loyal customers have coupons, and sales that happen every month, also LBD offers payment plans on products.
Intermix has sales or markdowns every 3 months. Customers don’t have many benefits.
Distribu-on Specific designers like Alice + Olivia are exclusively only in the store.
This dress is sold online, in stores & in their catalog
Location Fact Sheet
• New York City, New York (SoHo) • Chicago, Illinois
• Los Angeles, California
Chicago Store Location Fact List Store Location: 1207 Oak Street, Chicago IL 60611 Cross Streets: Rush St & Oak St Neighborhood: Gold Coast Total Square footage: 1,500 SI Shape of store: rectangle Entrance/Exits: 2 Front Doors, 1 Back Door Windows: 2 Large Front Windows Monthly Rent: $5,000/mo Terms of Lease: Negotiable/year Common are fees/Maintenance: $400/mo Security deposit: $1000 Realtor fees: N/A Expenses incurred by lease- utilities: All included Allowable renovation: Yes Landlord obligation/commitment: N/A A/C and Heating: All included
Store Location Fact List Store Location: 1000 Washington Street, New York, New York Cross Streets: West 13th St & Washington Neighborhood: Soho Total Square footage: 1,200 SI Shape of store: square Entrance/Exits: 1 Front Doors, 1 Back Door Windows: 2 Large Front Windows Monthly Rent: $4,700/mo Terms of Lease: Negotiable/year Common are fees/Maintenance: $400/mo Security deposit: $1000 Realtor fees: N/A Expenses incurred by lease- utilities: All included Allowable renovation: Yes Landlord obligation/commitment: N/A
A/C and Heating: All included
New York
Store Location Fact List Store Location: 200 South Robertson Boulevard, Los Angeles, California Cross Streets: West 3rd St & Robertson Neighborhood: L.A. Total Square footage: 1,300 SI Shape of store: rectangle Entrance/Exits: 2 Front Doors, 1 Back Door Windows: 1 Large Front Windows Monthly Rent: $4,500/mo Terms of Lease: Negotiable/year Common are fees/Maintenance: $400/mo Security deposit: $1000 Realtor fees: N/A Expenses incurred by lease- utilities: All included Allowable renovation: Yes Landlord obligation/commitment: N/A A/C and Heating: All included
Los Angeles
Store Décor and Visuals • White Chandeliers • White Candle’s • Black/White Rugs • Big Comfy Victorian Chairs • Black/White Fashion
Photography • Black Velvet Hangers • White Display Cases • Black Drapes
Store Décor and Visuals (Color Concept)
Wall Color Floor Color Fitting Room Curtain Color
Accent Colors/ Patterns
Store Décor and Visuals (Lighting)
2 Big Chandeliers in the Front & back of store
Lights behind all mirrors Especially in fitting rooms
Candles all around the store, on All tables, on all displays, and on e register counter
Store Décor and Visuals (Furniture)
Lounge Area Fitting Room Area
Store Décor and Visuals (Art & Extras)
Wall Décor
Couch/Floor Décor
Extra Décor
L.B.D Lula’s Black Destination
Planagram
L.B.D Lula’s Black Destination
Part 2 : Retail Concept Store
E-Business
-‐www.lbd.com -free shipping & handling -free returns -All merchandise on website -All promo is on website -All events are on website
L.B.D Website
L.B.D Facebook
Our Facebook…. -Style Tips -Store Event Reminders -Store Press -Store Sales & Promotions -New Designers -Video Tutorials - www.facebook.com/LBD
E-Business
L.B.D Twitter
Our Twitter… -Style Tips -Store Event Reminders -Store Press -Store Sales & Promotions -New Designers - twitter.com/LulasBlackDesti
E-Business
Marketing Place
-‐All L.B.D
products
are exclusive
Price -‐Prices range from moderate, to bridge to even designer prices.
Budget
-‐20% of the
budget goes
to Adver-sing
Promo/Events -‐L.B.D has exclusive store par-es once every month. We have sales once a month as well as promo-ons too.
Adver-sing -‐All L.B.D ads will be in their own catalog, on their website & any social media websites. Also flyers will be sent out to all loyal customers
Publicity -‐All L.B.D press can be seen in People magazines, Us weekly etc. The rest can be viewed via internet.
Management & Leadership Style
-Employee of the month receives an extra 15% off of any non-sale item in store & a free lunch & a day off -Healthy competition against each other; who sells the most a day wins a the next day coffee -If you get Employee of the month 3 months in a row you can pick any item of $200 value & 2 days off
Employee Motivation
Goal Setting Sheet Management & Leadership Style
Associate Week 1 Week 2 Week 3 Total
Elle $4,000 $2,500 $3,000 $9,500
Carmella $3,500 $3,000 $2,500 $9,000
Alexa $3,000 $2,000 $2,500 $7,500
Jack $3,000 $4,000 $2,500 $9,500
Dennie $3,500 $3,000 $3,500 $10,000
Carla $3,000 $2,500 $3,000 $8,500
Totals by Week $20,000 $17,000 $17,000 $54,000
STORE GOAL: $54,000
Selling Program if Goals are made: - Receive extra 15% off of purchase plus employee discount - Receive a $100 bonus in check - Receive recognition on work & control over your schedule
Employee Bonuses & Incentives -All employees receive a 25% discount on regular days -On holidays 30% discount -Extra cash in paycheck for making all your goals & opening up L.B.D. card -Free parking spot -Free merchandise once a month -Dental & Health Insurance benefits -Opportunities to meet with vendors
Management & Leadership Style
Positions: Manager Assistant Manager Part time Sales Associate Full time Sales Associate
Organizational Management Structure
Manage. Style: Democratic Team Work Supports Leadership Team Involvement Satisfy all customers
Organizational Management Structure
Manager Asst. Manager Sales Assoc.
Motivator Creates schedule Seller
Leader Takes over for Manager when absent Serves customers
Role model Key holder Cleans store
Deals with customer issue Motivator Greets customers
Takes inventory Trains everyone Checks out customers
Merchandise buyer Visual merchandising closer/opener
Watches over everyone
Accounting
Hires employees
In charge of all store events
Promotes all events
Human Resources Policies • Dress Code: Fashion/Trendy (all black), no cleavage or too much skin • Customer service: Hands on customer
service, greet all customers, help all customers, if need help call manager, make every customer feel comfortable
• Employees: Full time employees receive 4 personal days & a week of paid vacation after being with the company for 7 months, part time receive 2 personal days & 4 days paid vacation.
• Policies: All employees must arrive as scheduled, if problem must call an hour ahead of time or find someone to fill for them, dress properly, use proper etiquette to represent L.B.D, failure to do so will cause warning; 2 warnings and you will be fired.
Ethics L.B.D has set a high level of standards to all employees on business ethics. Each employee has their own human rights that is made clear the moment they are made an employee of LBD. We want to create a comfortable working atmosphere for all employees who have committed their time and effort to L.B.D. ere is a huge hand out of all business ethics required by L.B.D.
-Sales associates make their money off of what they sell. Hourly rate is adding only on holidays or if employees don’t make their goals. -Managers pay is hourly & sometimes when they do sell they can make extra money as well.
Human Resources Policies
Pay
Position Starting Hourly Rate Commission
Manager $18.00+ 5%
Assistant Manager $15.00+ 7%
Sales Associate $9.80+ 10%
Employee Manual/Training -All employees must go through a 3 week training program -Each training program you get paid for by the hour -Once training is over you officially join the L.B.D team -Each employee receives a manual on what the brand stands for, how to represent the brand (by what you wear, how you speak, or treat customers)
Human Resources Policies
Schedule Sheet Human Resources Policies
May 1-7 2011
9am-8pm 9am-8pm 9am-8pm 9am-8pm 9am-8pm 9am-8pm 1030am-5pm
Associate Monday Tuesday Wednesday Thursday Friday Saturday Sunday Total Hours
Elle 12pm-8pm OFF OFF 9am-3pm 830am-3pm 11am-5pm 10am-3pm 32.5
Carmella OFF 9am-3pm OFF 12pm-8pm 830am-3pm 11am-5pm OFF 26.3
Alexa 11am-5pm 12pm-8pm 12pm-8pm OFF 11am-5pm 12pm-830pm 11am-4pm 41.5
Jack 9am-3pm OFF 9am-3pm 12pm-8pm 1pm-8pm OFF 12pm-530pm 32.5
Dennie OFF 12pm-8pm 11am-5pm 11am-5pm 12pm-830pm OFF 12pm-5pm 33.5
Carla OFF OFF 9am-3pm 11am-5pm 12pm-830pm 830am-3pm 11am-4pm 34
Financials Percent of Sales Per Month By Product
Category Jan Feb Mar April May June July Aug Sept Oct Nov Dec
Spec. Occas Dress
20% 35% 27% 20% !5% 20% 20% 15% 10% 10& 20% 30%
Dress 25% 30% 25% 20% 15% 25% 25% 20% 10% 10% 15% 30%
Tops 30% 22% 25% 15% 15% 15% 17% 10% 15% 10% 15% 25%
Pants 25% 20% 22% 15% 10% 10% 14% 15% 15% 20% 20% 15%
Shoes 15% 30% 20% 20% 20% 25% 15% 15% 10% 15% 19% 35%
Jewel 15% 30% 20% 15% 15% 20% 15% 10% 10% 20% 20% 30%
Bags 10% 15% 10% 11% 15% 15% 11% 14% 15% 10% 10% 25%
Financial Class Sales Plan By Month
Category Sale Plan By Month
Class Special Occas. 35,000 30,000 30,000 25,500 32,300 30,000 Dresses 40,000 35,000 20,000 10,400 15,500 15,000 Tops 35,000 25,000 20,000 15,500 12,350 15,500 Pants 20,000 15,000 10,000 15,000 10,000 9,000 Shoes 20,000 15,000 10,000 5,000 9,000 10,500 Jewelry 10,000 7,000 10,500 5,500 4,500 5,000 Handbags 15,000 10,000 11,450 11,000 3,000 3,500
Total Sales 175,000 137,000 111,950 87,900 86,650 88,500
Category % Total Sales/yr $$
Special Occas. 30% 182,800
Dresses 20% 135,900
Tops 18% 123,350
Pants 12% 79,000
Shoes 10% 69,500
Jewelry 4% 42,500
Handbags 6% 53,950
Total Sales $687,000
-e plans both indicate that the key months that are successful are month before & month of Christmas/New Years, Before each season. e worst month is January & October.
Operations
Business Hours: Monday-Saturday 9:00am-8:00pm
Sunday 10:30am-5:00pm
Operations Loss Prevention/Security
Security -Security camera at every angle of the store -Sensors on majority of the products -Police button under register -Sensor Detectors at all exits -All expensive jewelry locked in display -Volt for jewelry -Locks on all displays & drawers, only employees have access -door guy -Back room sensor locked Loss Prevention -Inventory check seasonally -Maximum of 6 items in fitting room -Employees must follow L.B.D. ethics handbook -Each employ gets bag checked before exiting store -Employees are on the floor all the time
Customer Service/Service Levels -Gift receipt -Gift Wrapping -Shipment of gifts -A small keychain gift from LBD -Special wrapping for non gifts
-Return in 30 days for full refund -returns after 30 days are store exchange or credit -must have all tags attached to product -Sale items are final sale
-Alterations are complimentary -Holds on items are till the end of the day
Customer Service/Service Levels
-All customers receive a gift with purchase complimentary of LBD -All customers with an LBD card get rewarded with every purchase & build up points -All loyal customers receive invites to exclusive events and store parties -All customers who try on clothes or make appointments to meet with stylist receive complimentary beverage -L.B.D brand is known for the best customer service in a small boutique.