Proposal for a retail store concept for Retail Management course

1. Perfu me
Lou nge

2. a g e n d a
Competitor analysis | Customer service | Assortment & Pricing
| Location & Layout | Personnel | Communications | Financials

3. Perfume Lounge is the first perfume bar where customers
design the one scent that is exclusively for them.
Giving each woman a scent that is as unique as they are.

4. c o m p e t i t o r a n a l y s i s

5. p o s i t i o n i n g
Personalization
Customer Service

6. pricing
p r i c i n g
$80 - 500
$100 - 500
$30 - 450
$30 - 250

7. a s s o r t m e n t
Fragrances
25 luxury brands, 100+ SKUs
ex: Prada,Tom Ford,Valentino
Each brand carries 1-17 items
Bottle size selections vary 30-150ml
Luxury department store - wide breadth & depth of products

8. l a y o u t
Racetrack and free form layout (within brand section)
Sherbrooke and De La Montagne street
l o c a t i o n

9. P e r f u m e
L o u n g e

10. t a r g e t m a r k e t
Women
Between 35-54 years old
Income bracket: 100k+ yearly in Montreal

11. c u s t o m e r p r o f i l e
Real style with Dilara
“My life revolves around fashion, food, and cute dogs.
As you know, I have serious street cred.”

12. c u s t o m e r s e r v i c e
Vision
Building long-term relationships
Unique and personalized level of customer service
Experience
Seated-down, luxurious experience
30-45 min
Appointment needed
Serve beverages: water, sparkling water tea, coffee,
champagne, wine

13. Assist the client to create a perfume that is truly unique and
meaningful to them.
Utilizing the scent palette, we recreate in the form a perfume the
client’s choice of their personality, memories, dreams, or fantasies.
e.g. their wedding day, their bravery, their dream of laying on a
hammock in Bora Bora, or their fantasy of falling in love in Paris
c o n s u l t a t i o n

14. a s s o r t m e n t
Scent Consultation
Perfume (3 bottle sizes)
Certificate
Engraving
100 ml
$230
50ml
$170
Consultation only
(includes 15 ml)
$80

15. d e t a i l s
ServiceTrolleyPackaging

16. d e t a i l s
Engraving

17. l o c a t i o n
1329 Greene Avenue,Westmount
$4830/month for newly renovated 1450 square foot space
1450 SF

18. Long-term: 2nd location
Boutique inside Holt Renfrew (help expand throughout Canada)
Luxury department store in Downtown Montreal
l o c a t i o n

19. s t o r e l a y o u t
A successful luxury sales environment
Cutting-edge style, an elegant and understated
atmosphere, and excellent retail sales and customer service.
The setting: white walls, glass shelving, brightly lit, and dim classy music will be
playing in the background.While allowing in natural lighting is best from our
big street windows, the use of enough energy efficient lighting highlights our
special features and perfume selection. Our clientele will enjoy a seemingly
effortless yet completely fulfilling shopping experience.

20. s t o r e l a y o u t
Top view Front view

21. s t o r e l a y o u t
Side view
Bar view

22. At all time
2 specialists: sales background, interpersonal skills.
1 manager & specialist
At least one: nice handwriting, calligraphy skills, can
use engraving pen.
p e r s o n n e l

23. “Made ForYou, ByYou”
Every single piece of the communication mix will be simple,
sleek, understated, in the colors white, grey, & purple for
homogenous and consistent branding
c o m m u n i c a t i o n

24. Flyers & informational brochures
Spas: Bota Bota & Scandinave SpaVieux-Montreal
Rouge Nail Bar
Fitness centers: Club Sportif MMA
& Le Sporting Sanctuaire (membership$115/month)
Westmount Florist
Dermatologist offices and Plastic Surgeons office
(womenwhopaytofeelbeautiful)
c o m m u n i c a t i o n

25. c o m m u n i c a t i o n
Online advertisements
on lifestyle websites

26. c o m m u n i c a t i o n
Social media presence | Facebook | Instagram |Website MORE
Sleek and understated to promoted luxurious brand image
Serve as an informational tool and to promote upcoming events
https://perfumelounge.ca
Perfume Lounge
Recreate your midnight in Venice

27. Cocktail Party Store Opening
Champagne & amuse-bouches
Free samples of pre-determined scent
Talk with specialists who promote benefits of product
Opportunity to have 10% off first consultation
c o m m u n i c a t i o n

28. c o m m u n i c a t i o n
Media Flyers & brochures Online ads
($1.48 CPM)
Cocktail party
(food + alcohol)
Social media
($2/day to boost page)
Frequency 200 500 1 30
Cost $112 $740 $350 $60
Total $1262
Cost for one month

29. f i n a n c i a l s
Sales, Packaging + Scents: Growth = 20%, 25%,18%, 15%
Promotion: year 2.5, growth (-5%)
Beverage: 2% of sales

30. f i n a n c i a l s
Sales vs. Costs

31. P e r f u m e
L o u n g e