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My Store Concept

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L.B.D Samantha Lula‘s Retail Concept Store Lula’s Black Destination
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Page 1: My Store Concept

L.B.D

Samantha Lula‘s Retail Concept Store

Lula’s Black Destination

Page 2: My Store Concept

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.

Page 3: My Store Concept

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    

Page 4: My Store Concept

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.

Page 5: My Store Concept

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

Page 6: My Store Concept

Merchandise  

Cocktail Dresses Special Occasion Dresses Pants Tops

Shoes Purses Jewelry

Page 7: My Store Concept

Cocktail Dresses Price: $100-$800

Special Occasion Dresses Price: $300-$1000

Page 8: My Store Concept

Pants Price: $60-$500

Tops Price: $40-$400

Page 9: My Store Concept

Shoes Price: $100-$1000

Purses Price: $80-$1000

Jewelry Price: $50-$500

Page 10: My Store Concept

Products/Service/Merchandise

Page 11: My Store Concept

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

Page 12: My Store Concept

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  

Page 13: My Store Concept

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.

Page 14: My Store Concept

Customer Life Collage

Page 15: My Store Concept

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  

Page 16: My Store Concept

Location Fact Sheet

•  New York City, New York (SoHo) •  Chicago, Illinois

•  Los Angeles, California

Page 17: My Store Concept

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

Page 18: My Store Concept

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  

Page 19: My Store Concept

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  

Page 20: My Store Concept

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

Page 21: My Store Concept

Store Décor and Visuals (Color Concept)  

Wall Color                                                    Floor Color                                                Fitting Room Curtain Color

Accent Colors/ Patterns

Page 22: My Store Concept

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

Page 23: My Store Concept

Store Décor and Visuals (Furniture)  

Lounge Area Fitting Room Area

Page 24: My Store Concept

Store Décor and Visuals (Art & Extras)  

Wall Décor

Couch/Floor Décor

Extra Décor

Page 25: My Store Concept

L.B.D Lula’s Black Destination

Page 26: My Store Concept

Planagram  

Page 27: My Store Concept

L.B.D Lula’s Black Destination

Part 2 : Retail Concept Store

Page 28: My Store Concept

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  

Page 29: My Store Concept

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  

Page 30: My Store Concept

L.B.D Twitter  

Our Twitter… -Style Tips -Store Event Reminders -Store Press -Store Sales & Promotions -New Designers - twitter.com/LulasBlackDesti

E-Business  

Page 31: My Store Concept

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.  

Page 32: My Store Concept

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

Page 33: My Store Concept

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

Page 34: My Store Concept

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  

Page 35: My Store Concept

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

Page 36: My Store Concept

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

Page 37: My Store Concept

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.

Page 38: My Store Concept

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%

Page 39: My Store Concept

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  

Page 40: My Store Concept

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

Page 41: My Store Concept

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%  

Page 42: My Store Concept

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.

Page 43: My Store Concept

Operations  

Business Hours: Monday-Saturday 9:00am-8:00pm

Sunday 10:30am-5:00pm

Page 44: My Store Concept

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

Page 45: My Store Concept

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

Page 46: My Store Concept

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.


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