Group Project - Venus&Mars

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It was an presentation powerpoint in my retail management class. I presented the project Venus&Mars trendy apparel store with my group members.

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Group Project - Venus&Mars

  1. 1. Venus & MAR Presented by: Jiajia, Noemie Thibaut, Anne Mathilde, Eric
  2. 2. Overview • Unisex apparel store • Mission Statement – We provide quality, trendy and sophisticated apparel and related accessories for both men and women aged from 18 to 30. We offer a nice ambiance with a good layout for our customers. • Type of Ownership – Independent store adjusted to the local market
  3. 3. Objectives • Sales Objectives – Target 15% of the unisex apparel market share – Gain 50% gross profit annually • Image Objectives: 95% of our customers agree that: – Our store delivers fashionable and sophisticated products – High quality customer service – High prices reflect special design and quality of goods
  4. 4. Our Target • 18-30 years old • Male / Female • Incomes up to $70,000 • College students & employed adults • Customers interested in Fashion
  5. 5. Customer Decision Making • Usage of commercials: TV ad, Press, Fashion Magazines, Website… • Store atmosphere, layout
  6. 6. Customer Needs • Knowledgeable, well trained, available salespeople • Store atmosphere, layout, decent sales floor • Prices
  7. 7. Positioning Price Apparel depth Venus&Mars Venus&Mars Macy’s A&F Macy’s A&F JC Penny JC Penny Target Wal-Mart Wal-Mart Apparel Width Apparel width
  8. 8. Positioning Apparel depth Venus&Mars Macy’s A&F JC Penny Target Wal-Mart Apparel width
  9. 9. Attracting Customers • Front design • Store atmosphere, layout • Music plaid. • Products • Sales force
  10. 10. Location Venus & MAR
  11. 11. Census Reports • Age Distribution by Sex, 2000 Male Female Percent Percent Number Number Total 298,839 48.57% 316,462 51.43% Population 15-19 19,963 3.24% 18,146 2.95% 20-24 15,184 2.47% 14,113 2.29% 25-29 16,022 2.60% 16,223 2.64% Total Target 51,169 8.31% 48,482 7.88% Population Source: http://www.censusscope.org/us/s34/c25/chart_age.html
  12. 12. Census Reports • Household Income, 2000 (1999 Income) Number Percent of Total Households Total Households 224,447 100.00% Less than $9,999 12,292 5.48% $10,000 - $14,999 9,194 4.10% $15,000 - $24,999 17,684 7.88% $25,000 - $34,999 19,394 8.64% $35,000 - $49,999 28,030 12.49% $50,000 - $74,999 43,074 19.19% Total Target 129,668 57.78% Households Source: http://www.censusscope.org/us/s34/c25/chart_income.html
  13. 13. Competition • Apparel stores • Accessories stores • Well-known designers • In and surrounding the Mall
  14. 14. Competitors • American Eagle • American Express • Zumies • Abercrombie • Guess • Banana Republic • Armani Exchange
  15. 15. Perceived Risks • Functional : Quality • Physical: Fabric allergies • Financial: Price • Social Risk: Social dislikes • Psychological • Time Risk
  16. 16. Store Name • Venus & MAR • Speak to everyone • Message to convey: “we have a perfect understanding of men and women, and that knowledge can be seen through our clothes” • Use two different fonts
  17. 17. Store Atmosphere • Objective: Create an intimate and luxurious atmosphere • Rectangular shape: Not too big, not too small • Colors: Store is divided in 2 sides(men and women) in order to facilitate the buying process – Men side in blue and grey – Women side in dark plum • Lights:
  18. 18. Store Atmosphere (Cont.) • Sound: Soft background music – trendy music • Scent: – Recognizable – Fresh scent: adapted to both men and women • Temperature: Adapted to the seasons – We want our customer to feel good at all time. • Theme: VERY IMPORTANT – General background – Needs of specific seasonal decoration (for customers not to get bored)
  19. 19. Layout • Outside window: Very important to catch customer’s eyes Seasonal displays with mannequins • Two Entrances: For a better visibility • Functional display: Women’s Apparel is on the left, men’s apparel is on the right, accessories are by the check-out • Seasonal displays: To increase extra/unplanned purchase
  20. 20. Accessories Accessories Layout Fitting rooms CHECKING Fitting rooms Women’s Clothes: Men’s Clothes - Market segment -Market segment - Functional -Functional Seasonal Display Women traffic flow Men traffic flow pattern pattern Seasonal Displays with mannequins ENTRANCE ENTRANCE
  21. 21. Products • Unisex Apparel – T-shirt, Jeans, Sweater, Coat, Pants, Polo for men, dress for women • High Quality • Product mix: deep and narrow • Trendy and modern style • Matching accessories – Scarf, Gloves, Handbag, Socks, Polish, Ear-rings, Necklace, Bracelet
  22. 22. Customer Services • Our goal: Make our customers shop easier. • Extensive selection: – Free alteration – Free shipping for online order (>$100) – Coupons discount • Knowledgeable salespeople • Customers must never leave unhappy
  23. 23. Price Strategy • High-end pricing strategy • Demand-oriented pricing strategy • Prestige pricing strategy – for high quality, fashionable clothing such as leather coats • Multiple-unit pricing strategy – offer discounts to customers who buy in quantity
  24. 24. Promotion • High Emphasis • Spend 4-5% of sales on ads, 8-10% on personal selling and customer service • Advertising – Our own website: http://www.venus&mars.com – Fashion magazine & our own seasonal magazine – Direct Mail with nice catalogs – TV advertising – Posters & Signs
  25. 25. Personal Selling • High Emphasis • Hire 3 female salespeople and 3 male salespeople • Required tasks for salespeople to perform: – Greet customer – Listen to customers’ needs and give appropriate help – Stimulate the sales of impulse items – Stress “hassle-free” return policy, and complete the transaction – Constantly keep the store clean, and layout well
  26. 26. Sales Promotion • A low emphasis on sales promotion • Make our loyal customers feel prestige • Offer special discounts for our membership customers • Provide some discounts in holidays such as: Thanksgiving and Christmas
  27. 27. Ethical Policies • High Quality products • “Hassle-free” return policy • Moral obligation • Ethical obligation • Trustworthy • Fairness • Honesty • Respectfulness

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