3. JP
Jasmine Patterson
3717 Aldon Lane Flint, Michigan 48506 (706)836-6716 jpatterson05308@gmail.com
Summary Recent graduate with BS in Fashion and Retail Management looking for a corporate position with a fashion
company. Extreme love for fashion. Excellent research, time management and problem solving skills. Highly organized with the
ability to manage multiple projects and consistently meet deadlines.
Education The Art Institute of Pittsburgh, Pittsburgh, Pennsylvania GPA 3.81/4.0
Bachelor of Science in Fashion and Retail Management Achieved August 2015
FRM 340: Merchandise Management
FRM 410: International Marketing and Buying
FRM 330: Product Development
FRM 220: Elements of Retail Ops and Technology
FRM 130: Retail Math
FRM 221: Brand Marketing
Georgia Southern University, Statesboro, Georgia August 2009-July 2013
FMAD 4234: Fashion Presentation and Promotion
FMAD 3233: Visual Merchandising
FMAD 3232: Principles of Merchandising
FMAD 3231: Fashion Fundamentals
Bordeaux/Paris Study Abroad Program, Bordeaux, France and Paris, France May 2013-June 2013
FMAD 4234: Fashion Presentation and Promotion
FMAD 3233: Visual Merchandising
FMAD 3232: Principles of Merchand
Work Experience
Forever 21 Brands Specialist/Lead of Brands June 2015-Current
Responsible for the organization, processing, merchandising, stocking and all other aspects of For Love (jewelry, shoes, accessories, beauty
items, etc)
Collaborates with other visual managers to help with filling and stocking, floor sets and other visual tasks
Delegates visual tasks to store associates, such as changing mannequins/windows, processing/sensoring new stock, etc
Completes operational tasks, such as being a Leader-on-Duty (LOD), completing daily paperwork, etc
Tracks sales throughout the day and recognizes trends in sales
Motivates and coaches associates to be their best selves and team members and to be a good representative of the company
4. JP
Acosta Sales and Marketing Retail Merchandiser January 2015-Current
Executes various merchandising activities for major clients (Kraft, P&G) in major retailers (Wal-Mart, Target, Kroger)
Performs resets, stocking and audits to ensure that the right products are on the shelves ready to be sold
Carries out marketing campaigns by building displays and placing signage and tags in advantageous locations
Coordinates with store managers and employees to carry out these merchandising functions in multiple retail locations
Fashion’s Night Out Savannah, Georgia Intern September 2012
Collaborated with show director and stylists to prepare clothing and accessories to be worn in the show
Managed and transported clothing and accessories to and from home base and dressing tent
Worked closely with show director, stylists, managers, models and other interns to resolve issues
Assisted models in preparing to walk the runway by dressing them and adjusting their ensembles
The Bon-Ton Stores, Inc Sales Associate June 2012-August 2012
Boosted credit card applications by 16 for the month of July by successfully promoting the card to customers
Organized the sales floor by strategizing placement of garment racks and shelves in various departments
Increased sales productivity by encouraging multiple sales to customers who needed matching garments or accessories
Executed transactions with customers by using the POS system and handling different forms of tender
Greeted and assisted customers with clothing and accessory possibilities to best suit their needs and wants
J.C. Penney Corporation, Inc Sales Associate November 2010- November 2011
Improved organization of the store by folding, hanging and returning items to their proper place
Executed transactions with customers by using the POS system and handling different forms of tender
Managed the dressing rooms in various departments by assisting customers who needed different items or sizes
Skills Summary
Fashion Blogger (commonsenseandstilettos.blogspot.com) Microsoft Word
Basic French Microsoft Excel
Adobe InDesign Microsoft Powerpoint
Adobe Photoshop
5. {3717 Aldon Lane Flint, MI 48506} {706-836-6716 }{jpatterson05308@gmail.com}
JP
Tired of hiring the same old boring people? Tired of employees dragging their feet? Why not
hire someone who will go all in? Jasmine Patterson is the answer! Her all around good attitude and
hard work ethic will be a great asset to your company. Read on to discover more!
#1: Jasmine has great work experience: She
has worked at various retailers (JC Penney,
American Eagle Outfitters, and The Bon-Ton) where
she learned important skills that have helped her
to suceed in areas such as customer service, sales,
merchandising and business operations. She also
held an internship with Savannah’s Fashion Night
Out, where she learned more in-depth about the
fashion shows and the fashion industry in general.
#2: Jasmine is educated: After graduating from
high school, she started attending college at Georgia
Southern University. In 2013, she
transferred to The Art Institute of Pittsburgh Online
Division, where she continued her education,
pursuing a bachelor’s degree in Fashion and Retail
Management. She is expected to graduate in May of
2015.
#3: Jasmine is worldly: In summer of 2013,
Jasmine studied abroad in Bordeaux, France, where
she studied the French language and fully immersed
herself in the culture. She also visited many other
locations in France, including Paris and St. Emilion.
In a nutshell,
Jasmine is...
hard-working
creative
self disciplined
positive
a quick learner
professional
knowledgeable
attentive to detail
well traveled
experienced
adaptable
7. Analysis of Brand’s Industry and Competition
I. Company’s Industry
The beauty industry is a long-standing, well-established industry that has a lot of contenders. It includes, but is not limited
to, skin care (face wash, toner, moisturizer, etc), foundation, mascara, eyeshadow, lipstick, blush, nail polish, etc. In 2010,
“the cosmetics industry as a whole posted sales of $36.5 billion” and also that the makeup segment grew by 4.4%. The biggest
growth was recorded being in the nail polish sector, increasing by 20.4% (Long). In the following years, the beauty industry is
still growing. Some new markets within the beauty industry that have emerged in the recent past are all-natural products and
men’s cosmetic products.
II. Company’s Competition
Since AU Naturel Beauty is a company that sells all-natural beauty products at affordable prices, a lot of its competitors can
be found on the shelves at department stores such as Wal-Mart or Target. AU Naturel Beauty sells skin care products, as well
as make-up. Its biggest competitors are Burt’s Bees, Physician’s Formula, Alba Botanicals, Yes to… and Boots No. 7. These are
all brands that feature their products as being all-natural and they provide products for all skin types, specializing in sensitive
skin types. In addition to that, these companies also strive to be sustainable and eco-friendly. One example of this is Burt’s
Bees, whose mission it is “to make people’s lives better everyday—naturally” (Burt’s Bees). They use recycled packaging, in
order to be more eco-friendly. Some other competitors include Almay, Revlon, L’Oreal, Neutrogena and Covergirl. These are
all companies that feature all-natural collections, but it is not what their brand is based off of. They also have other products
that are not all-natural.
Since AU Naturel Beauty has so many competitors with similar products, the company will need to stand out. It will do this
by having a visually attractive brand logo, as well as visually attractive packaging made out of recycled materials, both geared
toward the target market.
III. Related Industries
Some industries that are related to the beauty industry are the fashion industry (clothing, accessories, jewelry, shoes, etc) and
the hair industry (hair care products, styling products, wigs, extensions, etc). The amount spent on fashion each year in the
US is $250 million (Fashion Industry Statistics). This industry is quite a bit bigger than the beauty industry, however a lot of
times, these industries overlap, as well as the hair industry. The music industry often overlaps with the beauty industry also.
Recently, Rihanna did a collaboration with MAC cosmetics, where she created her own makeup line. Another industry that
sometimes is related to the beauty industry is the film industry. One example of this is The Hunger Games: Catching Fire
movie that did collaboration with Covergirl. They created a line of make-up that goes along with the movie and mimics looks
from it.
JP
8. Core Values
1. SUSTAINABILITY: A commitment to using recycled materials for our pack-
aging and acting in an environmentally friendly manner throughout the business as a
whole.
2. HEALTH: A commitment to provide healthy, all-natural beauty products for all
different kinds of skin types.
3. PERSERVERANCE: A commitment to stay motivated to creating new, innova-
tive and quality products that will benefit our customers.
4. VOLUNTEER: A commitment to serving communities across the country and
doing good for the whole.
5. TRANSPERANCY: A commitment to being open and honest and maintaining
the highest integrity at all times.
Core Message
AU Naturel Beauty is a company that is committed to providing quality all-nat-
ural products for different skin types, while maintaining a commitment to work
and live for the greater good.
JP
9. Final Logo
I chose this logo because I like the way the leaf looks as though it is flowing. The color,
green, really represents what the brand stands for (using natural and healthy products
and preserving the environment. The green leaf also represents life, which can be trans-
lated into using our lives and resources to help one another (volunteering, helping the
community, etc).
JP
10. Product Concept
For my product concept, I chose organic face wash. In my research, I wanted to find
something that blended well with the natural, organic vibe of the brand logo. When I
saw this packaging, I knew it would be perfect. Just like the curved, flowing lines in the
logo, the packaging also features curved, flowing lines. This gives it a natural feel. The
bottle is also smaller on top than the bottom, making it easy for someone to get their
hands around it to grab it. It is ergonomic and easy to use. The packaging is clear and not
unnaturally colored. I think this goes very well with the logo and is a great way to present
the brands product, face wash.
JP
12. Direct Mailer Final Version, constinued
II. Back
This direct mailer would be perfect for AU Naturel Beauty because it keeps in line with
the clean, natural feeling of the brand with the aesthetic of the postcard. It features the
actual product image on the front of the postcard and offers a free sample for visiting
the company website. On the back, there is space for a name and address so it can be
mailed out, as well as a place for the stamp. It also features a little blip about the compa-
ny and offers a 20% off coupon code for those wanting to purchase the product, online
or in stores. It also features the brand logo. It is clean and simple and offers incentive
and a call to action (visiting the website/making a purchase). It is enticing and attrac-
tive.
JP
14. JRP Collections: Eclectic Elegance
Product Line Overview
The Eclectic Elegance Collection is for the stylish city girl. This collection combines
modern styles with a touch of vintage to create a timeless look. It features luxe fabrics
like superfine wools, silks, and chiffons. The inspiration from the line comes from a
mix of the classic school-girl look, as well as a sleeker minimalist look. This collection is
perfect for the busy lifestyles of women on-the-go and consists of pieces that are easy to
style and wear.
1) Target Market:
-Women, ages 18-45
-Stylish city girl
-Busy, on-the-go lifestyles
-Cares about their appearance
2) Retail Price Point Range:
-Contemporary
-$35-$200
3) Season:
-Fall/Winter
4) Fabrics:
-Wool
-Silk
-Satin
-Cotton
-Leather
-Suede
5) Sizing:
-Misses (this line will be for 18 to 45 year olds, meaning that it is past the ju
niors stage)
JP
15. Line Plan
Date: 11/10/2014
Year/Season: Fall/Winter 2014
Product Line: Eclectic Elegance
Product Line Desc: This collection combines modern styles with a touch of vintage to create
a timeless look.
Fabric Description: Luxe fabrics like superfine wools, silks, and chiffons
JP
18. Merchandising Calendar
Year 2015
Months
Weeks 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25
Planned Activities
Start Product Development Process
Market/Trend Research (3 weeks)
Line/Style Development, Specifications and Price Quotes (4 weeks)
First Sample (2 weeks)
Size Set Samples (2 weeks)
PP Sample (2 weeks)
TOP Sample (2 weeks)
Turn around time to fit and comment on each sample (2 weeks)
Merchandise Travel Time from Overseas Outsourcing (3 weeks)
Clear Customs (2 days)
Transportation from Dock to the DC (2 days)
Merchandise to get to DC (1 week)
Transportation to Stores (1 week)
Items Will Be on the Store's Floor
Merchandising Calendar
March April May June July August
JP
20. JP
Store Proposal for Investors
Shaka exists in the ocean, sand, and sky. Shaka
is big island style. The clothing consists of easy
pieces made for active women who are on-the-
go. From trendy items to swimwear to sundress-
es, Shaka strives to live up to the Hawaiian “hang
loose” lifestyle. Shaka clothing is a private label
made in the United States with high standards.
Since our stores are always located on or near
the beach, we wrap up purchases in a reusable,
waterproof, sealable bag and with our frequent
shopper plan, you will earn points while shop-
ping towards new purchases. Always show your
big island style with Shaka!
21. JP
Location Analysis
Location: Ala Moana Shopping Center #2314
1450 Ala Moana Boulevard
Honolulu, Hawaii 96814
Cost: $80,000
Size: 520 SF
Description: This “space is in the west wing of mall level 2 of the world’s largest
open air mall” (“Ala Moana Shopping Center #2314”). it is within walking distance
of the world-famous Waikiki and Convention Center.
Why this location? The mall has had over 42 million shopper visits and is the world’s
largest open air mall. It is a shopping destination for both locals and tourists. It is
also within walking distance of the beach.
24. JP
Target Customer
-Gender: Female
-Age: 13-45
-Income Level: $30,000-$60,000/yr
-Economic Level: Lower to Middle class
-Psychological Makeup: Fashion and trend conscious, full
social life
-Work/School: Students (middle, high school and college),
college graduates, individuals without a college degree, entry
level workers, management
-Habits: Loves to shop, loves to style clothing and pick out
outfits, attends parties and social gatherings
-Shop: Low to middle-profile stores
I believe that this retail store will appeal to this target market
because this store is going to be selling young, trendy mer-
chandise; we want to attract young, trendy consumers that
are interested in fashion and style and also want to be stylish
themselves.
28. JP
Lease Term and Costs
This retail store will be located at 5458 Perry Road in Grand Blanc, Michigan. It is located
in a strip mall, with other businesses around it. It used to be a gym, but the interior can be
improved upon to match with the “feel” of the store. The interior has plenty of space, so
that racks and displays can be put up and there is still space for customers to walk around.
There are also front windows so that there can be window displays, in order to display
merchandise and draw customers in.
30. JP
Type of Operation:
Belk is a privately-owned department store chain. The company was founded in 1888 by
William Henry Belk and it is still owned and operated by the Belk family. The company
headquarters are located in Charlotte, North Carolina. “Belk stores are located primarily
in the southeastern US and offer mid-priced brand-name and private-label apparel, shoes,
jewelry, cosmetics, gifts and home furnishings” (Belk Inc Company Profile).
Operational Departments:
-Merchandising, Planning and Allocation
-Product Development
-E-commerce
-Sales Promotion/Advertising
-Visual Merchandising
-Finance/Accounting
-Information Technology
-Human Resources
-Real Estate/Store Planning
-Buying/Planning
-Store and Assistant Store Managers
-Sales Team Managers
-Sales Operations Managers
-Sales Support Associates
Store Analysis
31. JP
Employee Relations
Management Improvement Policies
There are many different types of training and assistance for management to take advantage of. These
policies and training are put in place to ensure that improvement is always being made and that the
business and its employees do not stay stagnant, instead making progress.
-Belk University: Management can take advantage of this training through the BelkU website. It is put
into place to help further employees’ skills in the workplace.
-Sales Team Manager Development Program: This is a 21-week program that helps associates prepare
for their new job as a Sales Team Manager. “The program is facilitated through workbook activities
focused on leadership skills, driving sales and profit, merchandise presentation standards and opera-
tions” (Careers at Belk). Current Sales Team Managers are partnered with participants and serve as a
coach and supervisor, guiding them and teaching them the necessary skills.
-Sales Team Manager (STM) Training: This training is delivered through lessons led by instructors,
on-the-job activities and training through the website. The purpose of this training is to prepare par-
ticipants for the next level of employment, Assistant Store Manager.
-Coaching: This is a 2-day workshop that is designed to “help managers improve the performance of
others to deliver better business results” (Careers at Belk). It focuses on a coaching continuum, feed-
back, customizing development and the impact of behavior on others.
-Store Manager Development Program: This program is intended to prepare current Assistant Store
Managers and newly promoted Store Managers for the Store Manager position through education,
training and experience.
-Accelerated Leadership Program: This is a one-year development program designed to “develop “job
ready” internal talent pool of Sales and Operations Team Managers to fill an Assistant Store Manager
role” (Careers at Belk).
32. JP
Shortage Program
“The Belk Excel program is an important tool that any associate can use to prevent business
losses and ensure that every Belk location maintains a safe, productive and enjoyable work en-
vironment” (To Make a Report). This program is designed to encourage all employees to report
business risks and harmful situations, with the option to remain anonymous. Employees have
the choice to either report it on the EthicsPoint Belk website or call the toll-free number. Some
examples of activity that should be reported to the program are as followed:
-Internal Theft or Fraud
-Shoplifting
-Unauthorized Discounts
-Sexual or other Unlawful Harassment
-On-the-job Drug or Alcohol Use
-Unsafe Situations
-Willful Disregard For Belk Policies and Procedures
-Threats or Violence
Employee Relations,
continued
33. JP
Supply Chain Management
“Belk strives to ensure compliance with legal, human rights and environmental standards and in
particular, Belk requires that Belk vendors and supply chain partners comply with the California
Transparency in Supply Chains Act of 2010” (About Us). Verification, auditing, certification, internal
accountability and training are all important aspects of the supply chain management process.
-Verification: “Belk suppliers shall not make use of any of the forms of forced, prison, bonded or any
form of involuntary labor. Belk, nor any entity supplying labor to Belk, shall engage in or support
human trafficking. Belk and our suppliers shall comply with all relevant national and international
laws, regulations, and provisions applicable in the country of production or operation. Doing busi-
ness with Belk means that vendors must agree to implement and verify these standards of compli-
ance through the Belk Code of Conduct” (About Us).
-Auditing: Audits will be performed to make sure that manufacturers and suppliers are complying
with the Belk Code of Conduct. Audits may be carried out, with or without notice.
-Certification: All vendors and suppliers agree to the standards outlined in the Belk Code of Con-
duct when they sign the aforementioned form.
-Internal Accountability: “All Belk associates and vendors are expected to do business ethically and
with the Belk values in mind. All associates must comply with our Acceptable Business Practic-
es. Belk vendors must comply with the Belk Code of Conduct. Violations will be investigated and
appropriate corrective measures will be implemented, including actions to terminate the business
and contractual relationship. Additional processes will be defined and implemented to ensure that
vendors are complying with the Belk Code of Conduct and that proper management systems are in
place” (About Us).
-Training: Education and training on the Belk Code of Conduct will be provided to all Belk employ-
ees and all employees will be expected to do business ethically, according to these policies.
Employee Relations,
continued
34. JP
Marketing Successes
Communication System
Does it lead to continuous customer contact? Belk has many ways for customers to connect with the company
and its brands. Customers can sign up for their e-mails through the website or in-store. They send out a couple
e-mails a week; sometimes more if there are special promotions or sales going on. Customer can also sign up for
text notifications, in which subscribers will receive 2-3 notifications per week. They also have a couple different
apps that customers can download: their latest trends app, their shopping app and their gift app. In addition to
that, they are present on many social networks including Facebook, Twitter, Pinterest, Instagram, Google+ and
YouTube. Belk also sends out mailers to customers.
Does it involve as many employees as possible? All store employees are responsible for communicating with the
customers, as well as their fellow employees. They are responsible for:
-“Greeting customers with a warm and friendly smile.”
-“Handling each customer transaction professional and friendly manner.”
-“Thanking each customer by name following a purchase.” (Find Jobs with Belk)
Is there a formal process to listen, analyze, and respond to customer complaints? Customers are encouraged to
contact Belk for any reason at all through their telephone number, e-mail and the live online messaging (during
their live help hours). On their website, they also have links to which customers can take surveys relating to spe-
cific categories (advertising/sales promotions, Belk Rewards credit card, merchandise, in-store shopping expe-
rience and online shopping experience). I could not find any formal process for handling customer complaints
in-store.
What communication tools are used?
-E-mail
-Messaging
-Texting
-Verbal communication
-Social media
-Apps
-Direct Mail
36. JP
Target Market Analysis
The focus will be on:
Income: the annual income of women and men ages 18-35
Employment types: the industries and types of employment of women and men ages 18-35
Interests: hobbies, interests, sports, lifestyles, etc., of women and men ages 18-35
Personality/Lifestyle: The 4C’s Model (Cross Cultural Consumer Characterization)
-Resigned: rigid, strict, authoritarian, chauvinistic values, oriented to the past; brand choices
tend towards safety, familiarity and economy
-Struggler: alienated, disorganized, few resources apart from physical/mechanical skills (car
repair, for example); heavy consumers of alcohol, junk food and lotteries; brand choice in
volves impact and sensation
-Mainstreamer: conforming, conventional, sentimental, passive, habitual, part of the mass;
favors big and well-known brands
-Aspirer: materialistic, acquisitive, affiliative, oriented to extrinsics (image, appearance, perso
na, fashion, etc.); favors products with attractive packaging more than the quality of the prod
uct
-Succeeder: goal oriented, confident, strong work ethic, organized, stable; brand choice based
on reward, prestige; also attracted to caring and protective brands (stress relief, for example)
-Explorer: energetic, adventurous, attracted to challenges and exploration; brand choice high
lights difference, sensation and adventure; first to try out new products/services
-Reformer: interested in personal growth and social awareness, values time, independent,
anti-materialistic, curious; selects brands for intrinsic quality and natural simplicity
(“8 Psychographic Segmentations”)
37. JP
Target Market Analysis,
continued
San Diego:
Interests:
-Surfing, Water Sports, Skating
-Yoga
-“All Natural”/Green Lifestyle
-Outdoor activities (hiking, going to the beach, etc.)
Personality/Lifestyle:
-Explorers
-Reformers
-Mainstreamers
Los Angeles:
Interests:
-Shopping
-Nightlife, Parties, Social Events
-Outdoor activities (hiking, going to the beach, etc.)
-”All Natural”/Green Lifestyle
Personality/Lifestyle:
-Mainstreamer
-Aspirer
-Succeeder
51. JP
Promotional Campaign
With the release of Benefit Cosmetic’s new product, Roller Lash mascara,
Benefit will be hosting a Beauty Bloggers Event, where bloggers will be
given the new product to try out for a certain period of time. In return, they
will be asked to do multiple posts about the product, including a review and
giveaway of the product to one of their readers. They will be required to
post the campaign logo on their blog posts, as well as on all of their social
media accounts related to their blog.
52. JP
Promotional Strategies
1. Increase awareness of the value of Benefit’s products: Create videos, explaining and showing
consumers the multi-tasking qualities of the different products and the different ways they can be
used. Post these videos to social media sites (Twitter, Facebook, Pinterest, Youtube, etc) and on the
brand’s website. Intended to increase social media traffic and raise sales by at least 2% by the end of
the campaign. The campaign will last 3 months and 2 videos will be posted per week, resulting in
the featuring of 24 of the brand’s products.
2. Market brand/products to fashion, beauty and lifestyle bloggers: Give products to bloggers
in exchange for a featured post on their blog and host giveaways on those blogs to give products
away to the readers/followers. Also, offer a special coupon code for readers/followers of the blogs
for 20% a total purchase from the online store. Require that bloggers include one of the videos
(mentioned above) and links to Benefit’s social media sites and the brand site. Intended to increase
social media traffic and raise sales by at least 3% by the end of the campaign. The campaign will
last a subsequent 3 months (after the first campaign) and blog owners will be contacted to do a
post and giveaway per week, resulting in 3 posts/giveaways per week.
3. Ad campaign highlighting bloggers use of the products and the products’ benefits: Employ
bloggers from blogs that did the post/giveaway to be featured in a commercial highlighting the
benefits of the brand’s products (versatility, quality, no animal-testing, etc). Show them on TV
(focused in North America) and online (focused everywhere and will be featured in different lan-
guages—Chinese, Spanish and French). Intended to increase social media traffic and raise sales by
at least 4% by the end of the campaign. This campaign will last 6 months (running parallel to the
first two campaigns) and will show on major television networks, such as ABC, NBC, TLC, Oxy-
gen, and many others. Online ads will be featured around the clock.
55. JP
-Gain a better understanding of the target markets and what
appeals to them
-Get feedback from consumers about the SW 2’s features,
technology, design, etc.
-Gain a better understanding of their competitors and their
position in the market
-Gain a better understanding of how consumers are inter-
preting their advertising and marketing messages
Market Research Objectives
56. JP
Methodology & Detailed Calculations
1. 100% of respondents
knew the Sony brand name
2. 66% of respondents own
or have owned Sony prod-
ucts
3. 66% of respondents own
smartphones, but they are
iPhones
4. 33% of respondents have
heard of the Sony Smart
watch 2
5. Quality is most import-
ant and color is least im-
portant when buying new
technology.
57. JP
Research Budget
Focus group w/ skilled moderator, location, recruiting and
incentive (x6)
$30,000.00
Online Surveys (Zoomerang.com) for 6 months
$120.00
Phone Surveys (min. 10,000 respondents)
$28,000.00
Additional supplies (furniture and refreshments for focus
groups)
$8,000.00
TOTAL $66,120.00
59. JP
OUTFIT 1:
Garment Design & Styling: hor-
izontal neckline ¾ puffy sleeved
ruffled dress (adapted from
dress gowns of that time)
Textiles/ Fabrics: cotton
Headwear: lace headband w/
hair in low chignon (adapted
from fontagne)
Footwear: heels with high front
and square toes
Jewelry/ Accessories: gold jew-
eled bib necklace (adapted from
jeweled front of gowns)
Gender & Social Status: middle
class/wealthy females
Target Market for Display: 20-
30 years old
Approximate Years: 1660-1680
Outfit Descriptions
OUTFIT 2:
Garment Design & Styl-
ing: a-line skirt layered skirt
(adapted from gowns) + tank
top + square neck blazer
(adapted from dress neckline)
Textiles/ Fabrics: cotton, bro-
cade
Headwear: bow on top of head
(adapted from early fontagne)
Footwear: heeled mules with
bows on front
Jewelry/ Accessories: scarf
Gender & Social Status: mid-
dle-class/wealthy females
Target Market for Display: 20-
30 years old
Approximate Years: 1680-1700
OUTFIT 3:
Garment Design & Styling:
high-waist dress pants+ long,
puffy sleeved v-neck top
(adapted from virago sleeves)+
capelet (mini version of a full
cape)
Textiles/ Fabrics: cotton, silk,
wool, faux fur
Headwear: hood on capelet;
hair tied back into a chignon
Footwear: brocade ankle boots
Jewelry/ Accessories: crystal/
gold earrings, faux fur muff
Gender & Social Status: middle
class/wealthy females
Target Market for Display: 20-
30 years old
Approximate Years: 1630-1660
60. JP
Window Display
Description of Floor Plan/Window Layout: wood floor, royal purple velvet pin-tucked backdrop,
huge vintage frames surrounding outfits that are hung on clear string from ceiling
65. JP
Executive Summary
•About the Company: First Impressions Consulting Company is a multifaceted company that aims to
assist individuals in being the best person they can be. We focus on appearance, mannerisms and behavior
in order to help our clients achieve this. We will also feature our own clothing lines for men and women,
as well as other products that our clients will benefit from on their journey to self-improvement.
•Objective of the business: We are going into this business because we believe that every individual has the
potential to be great and we want to help them achieve this greatness through the improvement of their
appearance, mannerisms and behavior.
•Summary of your target market: FICC’s target market consists of 20 to 65 year old male and females
living in and around the Chicago, Illinois area. They lead all sorts of lives, married or not, with children or
not. Their annual income is anywhere from $75,000 to $200,000. They are very interested in appearance
and believe that first impressions are extremely important. They lead very busy lives and have little to no
time for shopping. They tend to purchase whatever is easiest or most convenient.
•Highlight the market characteristics, size, growth and specify market opportunity: In the services realm
of the apparel industry at the retail level, it is rather limited. In addition to image consulting, there is
styling and personal shopping (which are included in image consultation), dry cleaning/treatment ser-
vices, tailor services, cobbler services, etc. Image consulting is really the whole package. Even if they don’t
perform the service(s) in-house, they will direct you to someone who can. Although one can take classes
to become a certified image consultant, it is not necessary and reputation is mostly based off of prior ex-
perience, not education, although it does not hurt. Finding these experienced, talented individuals can be
difficult, but very much worth it. It also helps that these individuals are a part of the Association of Image
Consultants International (AICI). If one is looking to get into the business, but has no prior experience in
the field, it is best that a mentorship is set up (“How to be an Image Consultant”). It is extremely important
that image consultants continue to learn because they need to keep up with information, trends, news, etc
(“Become a Personal Image Consultant: Career Roadmap”).
66. Executive Summary, continued
JP
•Competitive advantage of your business: This image consulting business will differentiate itself from
other similar businesses by its willingness to work with other businesses, as well as housing its own
products and services, such as a clothing line, beauty/hair products, accessories, etc.
•Blueprint for Success: Many resources are needed in order for the business to run smoothly and
successfully, such as sufficient funding, quality employees, healthy business relationships and partner-
ships, and loyal, satisfied clients. Below are our “definitions for success”:
-95%-100% of customer satisfaction
-Steady inflow of profits
-Constant building and upkeep of relationships with other local businesses/stores
-Increase of business partnerships
-Increase in number of clients
-Increase in sales of merchandise
-Increase and awareness of the business and its services through effective marketing, advertis
ing and PR
67. JP
Product & Target Market Analysis
PRODUCT & PRICING:
What products and services will your boutique offer?
Services:
-Wardrobe consultations
-Color consultations
-Hair and makeup styling
-Personal shopping
-Clothing/uniform designer
-Etiquette consultations
-Executive presence coach
-Image motivational speaker or presenter
-Image branding
(“How an Image Consultant Can Help You”)
Products:
-Clothing lines
-Beauty products
-Hair products
-Accessories
What kind of apparel brands and/or manufacturers will you carry in the store?
In our “store” or in the studio, we will only carry our own label, however, we will still work with
other brands and/or retailers to find what best suits our clients. Our clothing will consist of a line of
business/professional clothing and a line of casual, everyday clothing for both women and men.
•List Brands/Labels: Only our label will be carried in the studio; name is yet to be deter
mined.
68. JP
Product & Target Market Analysis, continued
•Images:
1) Business/Professional Clothing Line for Women 3) Casual Clothing for Women
(Street)
2) Business/Professional Clothing for Men (Kimberley)
4) Casual Clothing for Men
(Mandora)
(Mandora)
69. JP
Product & Target Market Analysis, continued
•How much will you charge for your products and/or services?
Services:
-Wardrobe consultations: $75/hr.
-Personal styling: $150/hr.
-Closet Review: $100/hr.
-Color consultations: $200
-Hair and makeup services:
-Women’s haircut: $45
-Men’s haircut: $35
-Bang trim: $10
-Shampoo, Blow-dry and style: $35
-Up-do: $45
-Hair color touch-up: $55
-Single process full color: $75
-Double process color: $80
-Corrective color (+ consultation): $85/hr.
-Partial highlight: $80
-Full highlight: $100
-Men’s hair color: $65
-Make-up application (+ consultation): $50/hr.
-Make-up application only: $40
-Personal shopping:
-With client: $100/hr.
-For client: $50/hr.
-Clothing/uniform designer: priced per item
-Alterations/Tailoring: priced per item
-Etiquette consultations: $100/hr.
-Executive presence coach: $100/hr.
-Image branding: $250/hr.
(“How an Image Consultant Can Help You”)
Products:
-Clothing lines
-Business/Professional Clothing
Line for Women: $15-$500
-Business/Professional Clothing
Line for Men: $15-$700
-Casual Clothing Line for Women:
$10-$200
-Casual Clothing Line for Men: $10-
$200
-Beauty products: $5-$60
-Hair products: $5-$60
-Accessories: $10-$100
•What will your pricing strategies be?
I will use the Penetration Strategy, which “is used
as a loyalty-building or market-entry tool” and it
“…offers a high-quality product at a much lower
than expected price” (Burns-Millyard). This will
help the business enter the market more successful-
ly and it will encourage customers to purchase the
company’s label instead of outside brands/labels.
70. JP
Product & Target Market Analysis, continued
•What will be your mark-up in percentages and dollars between wholesale and retail?
Because the business will be using the Penetration Strategy for pricing, the mark-up percentage will be
a little bit lower than the average recommended 50% for clothing and shoes; it will be 45%. The average
mark-up price for accessories is 78%; it will be 73%. For beauty and hair products, 78% is also the average;
it will be 73%. Below is some further information on pricing of the products.
71. JP
Product & Target Market Analysis, continued
•Who is your target market?
Our target market consists of men and women who are looking to better themselves in order to improve their
career and their lives overall. Men and women living and working in the city and suburbs of Chicago have an
opportunity to take advantage of our services. These individuals place are very interested in their appearance
and making an impression and work in careers where these aspects of life matter. They are very busy and don’t
have a lot of extra time on their hands.
•Describe the demographic and psychographic factors of your target market.
72. •How fast is the market growing?
According to the United States Census Bureau, in 2010, people aged 18-64 made up 66.6% of the popu-
lation (“Chicago (city), Illinois”). In 2012, the median age range was 33.1 years old, which is right in the
middle of our target market age range. The estimated median household income went up to $45,214 in
2012, from $38,625 in 2000 (“Chicago, Illinois”). The market in Chicago is growing and the median age/
majority age range of the population there is right for our target market.
•Who will be the other customer groups you might pursue?
Right now, the majority of our clients will be business professionals and leaders who, but we could possi-
bly attract other customer groups, such as: church leaders/groups, couples, brides/grooms, and parents/
families.
•Justification:
-Based on pricing, product characteristics justify your choices for why these products are appro
priate for your chosen target market.
Since the objective of the business is to better one’s appearance, etiquette, and overall behavior,
our target market will be drawn to these services (business professionals and leaders). Offering
a business/professional clothing line is ideal for our target market as well. The casual clothing
will help our target market to present themselves in a positive way, even when they are not
at work and it attracts other individuals who may not be business professionals or leaders, such as
parents and couples who wish to improve their lives and appearance.
-What evidence do you have that it is interested in your product or service?
Those who are already have a career may need or want our services, however those individuals
who are just graduating from college or wishing to start a new career will be drawn to our business
because we will improve their chances of having a successful career.
Product & Target Market Analysis, continued
JP
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JP
