2. The name of our store is Vintage Lace. We came up with this name because our store is
a high end vintage clothing store that carries timeless fashion from past decades. We love all
things classic and sophisticated to add to any woman’s wardrobe. Our store is a place where
shoppers can visit to go back to similar times when fashion was graceful and elegant. We love
to incorporate soft lines with a romantic feel accenting earthy and blush tones. Fur coats,
evening gowns, and daytime wear are the types of clothing you will find when shopping our
store. Our accessories include all things sparkly, pearls, and other timeless gems. Shoes and
purses are just as important, with our classic designs as well as other flirty styles.
Our target customer is middle aged, twenty-five to forty-five year olds, well educated
women with profession jobs. Her yearly income is between seventy thousand and eighty
thousand dollars. Our target customer’s interest includes that of the finer things in life, such as
one of a kind merchandise. She enjoys traveling, is interested in fashion, and is a part of the
most elite clubs that hold status in the community. Her style is most likely classy and
conservative with a sophisticated flare. She enjoys hosting dinner parties and brunch with
girlfriends. Her husband will most likely have a full time prestigious job.
Our vision statement is to be seen as a prestigious vintage boutique that offers
merchandise like none other. We differ from other boutiques because of our selection of
vintage merchandise. Although we may compete with consignment shops, our pieces are
higher quality fashion garments. We want to be the retailer that can provide women with one
of a kind merchandise. Vintage merchandising is our business and our passion. Our mission is to
help society rediscover timeless vintage clothing for women. This is our store’s sole purpose.
Hopefully our mission will help lead our business into a variety of new channels.
3. We have created a list of goals and objectives for implementing multichannel retailing.
Our first goal is to increase our customer base by ten percent in the next six months. Our
objectives to help meet this goal are to market on all social media platforms such as Facebook,
Twitter, and Instagram. We also plan to have an advertisement in local fashion magazines. Our
Second goal is to increase customer sales by fifteen percent in the next six months. Our
objectives to meet this goal is to offer free shipping across whole website. Through our emails
customers will receive current information about new merchandise and promotions.
Some of the uncontrollable external forces that may impact our strategic plan are
competition, natural disasters, and economic issues. As mentioned before, our competitors will
be consignment shops that offer low prices and other vintage stores with hipster style. Our
store differs from the rest because we care about high end fashion pieces that are exceeding in
quality and condition. In the case of a natural disaster, there may be shipping delays that could
make it harder for the merchandise to reach the customer after being purchased online. If this
were to ever happen, our team would be sure to connect the customer to resolve shipping
conflicts or refund the purchase. The economy often fluctuates, so when business is slow
because of economic issues we will promote and better our market by offering special offers on
select merchandise.
When the Vintage Lace website expands to a brick and mortar store, the two channels
will work together to keep the store’s brand image consistent and convenience the customer.
Our store promotions, prices, and services to customers will be the same in store and online.
Our customers can contact our store at any time by email or phone. Our shipping policy is free
United States Postal Service ground shipping to the continental U.S. Orders will be processed
4. within three days of receiving. Shipping usually takes three to four business days depending on
how far from us you are located. We are not responsible for packages lost in transit. If a
customer’s package is lost in transit they will need to file a claim with the post office.
Our marketing strategies include making the customer aware of new merchandise and
informing them of our current promotions. We plan to post at least once a day on our
Facebook page. Customers will receive newsletters through email every week. As we
mentioned, there will be a running advertisement for the store in local fashion magazines to
help intrigue new customers. These marketing strategies will get the customers to shop and
hopefully purchase the outfit they see promoted.
Vintage Lace wants to be the retailer that can provide women with one of a kind
merchandise. We hope to help society rediscover timeless vintage clothing for women by
having a loyal customer base and strong advertisement. Although we may have some external
forces that could impact our strategic plan, we will strive to keep the store’s brand image
consistent and maximize convenience for every customer.
Website Link:
http://vintagelace.businesscatalyst.com/index.html
