Julie Gomez created a business plan and visual presentation for a fictional boutique called The Mode located in Chelsea, New York. The plan included market research, target customer profiles of fashionable young women, and a six-month sales and purchasing strategy. Julie also designed window displays and created a global fashion trend book showcasing trends for Spring/Summer 2016, including the trends of Visceral, Sartorial, and Graceful.

1. JULIE
MICHELLE
GOMEZ

2. TABLE OF CONTENTS
MERCHANDISING DEVELOPMENT
& BUYING
Fashion Buying / Creative Business Plan
CREATIVE FASHION PRESENTATION
Visual Merch andising/ Window Display
Fashion Trends/ Global Trend Book

3. CREATIVE BUSINESS PLAN
Developed a creative business plan for a fictitious boutique located in
New York. Key elements include the concept, statement trends and
customer profile.
SKILLS USED
Market Research
Critical Thinking
Concept Development
Assortment and Promotional Planning
fashion buying

4. MODE

5. Business Concept
The Mode is a contemporarysanctuary
for a presentwoman.Locatedin
Chelsea,NY it is in the center of a
thrivingneighborhood.A sector of
Manhattanthat includes historicand
modernspots like the famous Chelsea
marketand the High Line. A
predominatelyupscale area thatcaters
to its residents.We chose this
neighborhoodfor our like-mindedness
to its inhibitors.
We strive to be on the fore-frontof
fashionand go to all lengths to offer a
curator selection.

6. environment
Clean, Simple, Minimalistic

7. MARKET ANALYSIS
Our woman is a strong vivacious
individual.
Looks at the world and tries to fix
the wrong she sees in it.
Is passionate, open-minded, and
out- going.
Creativity spills onto everything she
touches.
She is: a Mother,
a Daughter,a Sister,
A Woman.

8. GEOGRAPHICS
Overall Trading Area
Residents- Chelsea, NYC
Tourists- Latin America, Europe, Asia, United States
Neighborhood Location Chelsea, NY
DEMOGRAPHICS
Gender Female
Age 25 to 35
Income Middle, UpperMiddle toHigh
Body Form Slim to Average
Education High School and Up
Ethnicity Multicultural
PSYCHOGRAPHICS
Taste Level Classic, Sophisticated, Trend Oriented
Lifestyle Socially Active, Young Business Women, Mother, Artistic
Personality
Outgoing, Creative, Confident, Fun, Charming, Witty, Relaxed,
Poised, and Entrepreneurial Spirit.
Social Attitudes & Values Individualists, Fashion Conscious, Loves Life, Open Minded.
Fashion Knowledge
Fashion Savvy, Innovative, Aware, Risk Taker, Trend Oriented, and
Unique.
Body Image Communicative, Particular, Disciplined
Culture New York
Aesthetics Merchandise Unique, Detailed, Edged
Aesthetics Environment Personal, Clean, Eclectic
TARGET CUSTOMER PROFILE

9. Six month plan
PLANNED SALES
According to Property Management, the monthly average yearly sales for this location are:
Month % Sales $ Stock / Sales MD $ MD%
October 7% 126,000 3.00
November 10% 180,000 3.00 $45,000 25.0%
December 14% 252,000 2.50 $63,000 25.0%
January 10% 180,000 3.00 $36,000 20.0%
February 11% 198,000 3.00 $29,700 15.0%
March 9% 162,000 3.00 $32,400 20.0%
Total 61% 1,098,000 $30,750
MONTHLY SALES
Fall Plan Oct Nov Dec Jan Feb Mar Total
Planned Sales $ 126,000 180,000 252,000 180,000 198,000 162,000 1,098,000
(x) Stock to Sales Ratio 3.00 3.00 2.50 3.00 3.00 3.00
(=) Planned Retail Stock (BOM) 378,000 540,000 630,000 540,000 594,000 486,000 3,168,000
Planned Retail Stock (EOM) 540,000 630,000 540,000 594,000 486,000 540,000 3,330,000
Planned Markdown $ 45,000 63,000 36,000 29,700 32,400 206,100
Planned Purchases at Retail 288,000 315,000 225,000 270,000 119,700 248,400 1,466,100
Planned Purchases at Cost 100,800 110,250 78,750 94,500 41,895 86,940 513,135

11. COMPETITIVE EVALUATION REPORTPlanned
Store Name
Direct
Comp. 1
Direct
Comp. 2
Direct
Comp. 3
Store Name Mode The Webster Intermix
Swords-
Smith
Store Site
Size of store in sq. ft. 3,571 5 3 4
Visibility 5 4.5 4.5 4
Exterior signage / Window
display
5 5 3 4.5
Average Total 5 4.8 3.5 4.2
Presentation
Exciting merchandise displays 5 4 3 4
Comfortable store layout 5 4 4 4
Clear interior signage 5 4 3 4
Suitable fixtures 5 4 4 4
Appropriate lighting 5 4 4 4
Interesting design concept 5 4 5 3
Cleanliness 5 4 4 4
Average Total 5 4 3.8 3.9
Merchandise
Assortments - variety of styles 5 4 3 3
Fashion forward 5 4 3 4
Quality 5 4 3 4
Private brandexcellence 5 5 4 3
Average Total 5 4.3 3.3 3.5
Price
Appropriate price range 5 4 2 4
Offers value for the price 5 3 3 4
Competitive prices 5 4 4 4
Average Total 5 3.6 3 4

12. CLASSIFICATIONS % $
AVERAGE
PRICE UNITS
Total Tops 37% $139,860 $415 337
Total Bottoms 28% $105,840 $535 198
TOTAL SEPARATES 65% $245,700 $459 535
Total Dresses 15% $56,700 $584 97
TOTALAPPAREL 80% $302,400 $479 632
Total Bags 8% $30,240 $1,163 26
Total Shoes 12% $45,360 $339 134
TOTALACCESORIES 20% $75,600 $476 160
TOTAL 100% 378,000 $285 1,327
ASSORTMENT PLAN
Open to Buy = $378,000
65%
15%
20%
SALES
Seperates Dresses Accessories
0
20
40
60
80
100
80% 20%
apparel accessories

13. Visual Classifications

14. Visual Classifications

15. Private Label Inspiration

16. Private Label
Rubberized trench coat
Style # 0312
Pricing
Cost: $150
Mark Up: $300
Mark Up %: 67%
Selling Price:$450
Canvas trench coat
Style # 0313
Pricing
Cost: $250
Mark Up: $500
Mark Up %: 67
Selling Price: $750
Pod vinyl trench coat
Style # 0314
Pricing
Cost: $308
Mark Up: $616
Mark Up %: 67%
Selling Price: $924
Coated-shell trench coat
Style # 0315
Pricing
Cost: $280
Mark Up: $600
Mark Up %: 67%
Selling Price: $840

17. Window Display

18. THEME AND INSPIRATION
“URBAN MELANGE”
Semi-realistic window that will display women’s clothing. This window will depict the clash of
styles that the Sartorial trend proposes. The whole theme will be based on how tailored
clothes can be mixed with sneakers and still create a very a high fashion, trendy look.

19. This trend
includes
tailored or
fitted styles,
also Sartorial
includes
classical art
with a twist
and dramatic
prints mixed
with a
minimalistic
sense.

21. GLOBAL FASHION PUBLICATION
Created a trend book to showcase the trends that will dominate
fashion in SS 16. Designed backgrounds and patterns from
original images.
SKILLS USED
Graphic Design
Layout Design
Creative Writing
Trend Forecasting
fashion trends

22. Global trend forecasting

23. VISCERAL
Visceral ignites you for tomorrow.It has an actively
vivid color palette.Mixing high and low by taking a bit
from the concrete and adding it to the runway.

25. SARTORIAL
Sartorial gives you a blast from the past with
modern day class. Pop and classical come together
to form explosive floral and offbeat prints.

27. Graceful
Graceful is a romantic dance between purity
and distress. It’s color palette is nostalgically
brings us gentle colors.