This document summarizes information about Denim Library, a boutique store in Omaha, NE that sells premium denim brands. It describes the store's target market as married women ages 20-30s with young children and high incomes. It then provides descriptions of several denim brands carried by the store. The rest of the document outlines the store's product pricing strategy, promotional strategy, competitor analysis, and considerations around boosting margins if a popular product needs to be rushed via air shipment.

1. DENIM LIBRARY
Mariah Henninger
Blaire Shelton

2. Store Description
• Location: Omaha, NE
• Type of Institution: Boutique
• Store Image, Atmosphere & Customer Experience
• Personable sales strategy
• Attentive to customer
• Edgy and modern aesthetic
• Carries Premium Denim Brands

3. Target Market
• Working woman, college educated
• Typical “Trophy Wife”
• Age range: 20’s – upper 30’s
• Marital Status: Married
• Occupation: Housewife
• Residence: Home in west Omaha
• Annual Income: 6 Figures
• Children: Young (ages 0-10)
• Leisure Activities: Shopping; children’s activities

4. JOE’S
JOE'S® is a casual chic
lifestyle brand
synonymous with
classic, modernized
wardrobe staples. The
brand offers a
versatile range of
timeless styles from
premium denim to
handcrafted
collection pieces and
contemporary
accessories to
footwear.

5. HUDSON
“We wanted to be a
great denim
company that uses
our platform as a
mountaintop for us to
shout the praises of
others doing inspiring,
impactful and
creative things that
are aligned with our
beliefs here at
Hudson. We want to
encourage people to
investigate their truest
selves, and engage
with the world around
them in meaningful
ways.”

6. DL 1961
Our design team is
devoted to creating
the perfect fit for you
season after season.
We are constantly
improving, innovating
and changing the
way you perceive
denim and what you
can do with it.

7. 7 For All
Mankind
As 7 For All Mankind
enters into its second
decade of business, it
remains the leader in
premium denim, and
continues to push
industry standards to a
new level by being a
hybrid brand of
fashion and
innovation.

8. FRAME Denim
The idea of FRAME
was simple, to create
chic fashion essentials.
They wanted to
create the perfect
pair of jeans, by
bringing together the
quality and heritage
of denim
manufacturing in Los
Angeles, with the
influence of a London
style, cut and fit.

9. Product Category Description
• Overall Price Point: $150-$400
• Desired Initial Markup Percentage:
• 50%
• Description of the Goods Carried
• o Product Style Variance-description
• Opening Price Point: $160
• Luxury items: $398- Quilted leather Skinny
• Single store focus as we are a boutique
• O Per Item
• Details: most manufactured in China & shipped to us
• Sizing: 24-32, color ways: vary from brand, quantity ordered: 8-12
products per style
• Wholesale cost and retail price (average $200)
• Total cost and total retail-determined through quantity
• O As a Category
• Achieved Cost of $29,000 and Retail value of about $57,000 in
merchandise
• Average MU%

10. Promotional Strategy
• Daily:
• Always keep Sale Stock around 20-35% off in store
• Social Media
• Employee discount: 20%
• Holiday: Black Friday: 20% off select merchandise
• Special Shopping events with additional discounts
• Shop the blocks concept
• Reserved shopping events – personal shoppers
• Shopping parties
• Future: Sidewalk sales
• Affecting the margin
• MMU%= 50%- (10% X 50%)
• = 45%

11. Competitor Analysis
• ID Competitor
• Department Store: Von Maur
• Boutique: Post & Nickel
• Ecommerce: Revolve
• Describe Product Selection
• Similar & larger range of brands: Hudson, Joes, Dl 1961
• Pricing Strategy
• All priced similar
• Promotional Strategy
• Social Media
• Website (not including Post & Nickel)
• Event Advertisement – sporting events, fairs, etc.

12. Photos of Competitors

13. Buying Challenge
• One of your products (you choose) is selling much faster than planned. There is
not enough time to boat in more of the product in order for the merchandise to
make it to stores in-season. You decide you will AIR in a shipment in order to
meet the demand. What decisions can you make to help increase the margin?
• Limit the shipment if possible & increase retail price of the item
• Advise what the additional cost of airing the product will be and recalculate
your Margin?
• Costs of air shipment were estimated at approximately $750
• Margin is recalculated by 750/55 pairs= $13.65 added to each pair
• 8.3% markup-> giving us an adjusted IMU% of 58%
• What decisions can you make to help boost the margin? Explain your decisions.
• Offer less in store discounts & fewer product discounts

14. Products
Hudson
Joe’s

15. Products
DL 1961
FRAME
7 For All Mankind