2. Ekostyle
offering an array of environmentally
friendly made products including men &
women's clothing, accessories, shoes and
decor.
Ekostyle is dedicated to offer customers
the ability to purchase stylish clothing
while also making a positive impact on
the environment.
MISSION STATEMENT
Our mission is to bridge a connection between the
world we call home with the necessities of
fashion.
3. Our company fully supports a more ethnical and sustainable future for
our world and fashion. Providing our customers nothing but products
that support just that while also enriching our store in an eco-friendly
way. Our staff is passionate about the planet and have a love for helping
others which we value greatly.The company culture is compassionate
and caring where the environment and others are put before ourselves.
COMPANY VALUES
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EkoStyle’s atmosphere is a feel of natural comfortability as you
browse through our eco-friendly products. As soon as you step
foot into the boutique, you are visually seeing not only
environmentally friendly garments but it is also represented down
to the lighting, furniture, and flooring. Colors and decor are
simplistic and modern like the beauty behind nature. Positive,
influential music is played throughout the store by artist such as,
The Beatles & Bob Marley, who had the same humanitarian views
on the world that EkoStyle supports.
ATMOSPHERE
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CUSTOMER PROFILE
KAYLEEKaylee is a 25 year old journalist/blogger who
loves to write about world issues. She is
constantly busy researching, traveling and
exploring. Kaylee is passionate about the
world she lives in and through her writing
hopes to influence others to feel the same. To
match her compassion for the environment
and others, Kaylee loves to shop at stores that
do the same. Day-to-day activities include
yoga, writing, recycling, volunteering at
shelters and traveling for her job. At the end of
the day, Kaylee cooks an organic meal while
relaxing with her dog as she browses through
petitions on change.org and researches the
world news that she can write about.
6. COMPETITION
A competitor that resembles closely to EkoStyle is the
ethnically fashion forward company, Helpsy. Helpsy’s visually
appealing and fashion forward products brings in customers
while continuing to have an ethical and environmentally
conscious mission toward the fashion industry.The main
concept of EkoStyle falls closely in line with Helpsy by
providing stylish, unique products with an eco-conscious make
up. However, Helpsy’s price points run a little higher than
EkoStyle and our company offers customers to donate the
profits of their sale to the charity of their choice.
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CUSTOMER PROFILE
TARGET-MARKET SEGMENT
Geographics
Region Midwest
City Size 2 million
Urban/Rural Urban
Climate Four Season
Psychographics
Social Class Middle to Upper
Personality Compassionate, eco-
friendly, humanitarian
Lifestyle Intelligent, world conscious,
laid back, attend charities
Demographic
Age 20-45
Sex Male & Female
Income $60,000+
Education College
Occupation Social Worker
Religion All
Consumer Behavior
Benefits
Desired
Quality, stylish, eco-
friendly
Usage Rate About 2-3 per month
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COMPETITION:
OPPORTUNITY:
products
ECONOMICS:
OPPORTUNITY:
with today’s economy.
a great extent by the recession and will mostly likely continue to buy from Helpsy as there
isn’t that many eco & ethnical type store people are familiar with.
TECHNOLOGY:
OPPORTUNITY:
web-based business
SOCIETY:
OPPORTUNITY:
Shade building up a loyal and high class clientele
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9. Customer
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DEMOGRAPHICS:
Strength: Caters to a larger demographic based on the universal interest in helping the planet and others
Weakness: Merchandise offered may be higher price points based on the higher costs to make ethnically
made products
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PSYCHOGRAPHICS:
Strength: Philanthropists and other upper class individuals with a humanitarian outlook may be more likely
interested in the products
Weakness: Social class that would rather spend money on fast fashion for the cheaper price
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GEOGRAPHICS:
Strength: Located in a highly populated city where individuals are trendy and fashion is a big influence
Weakness: Exclusive to just the city with few locations & not as well known by consumers in the area yet
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BEHAVIORAL,BUYING,TRAITS:
Strength: People are willing to purchase garments & goods knowing that every penny counts towards
better the environment and world.That their purchase matters more than just another shirt in
their closet.
Weakness: More options and organization towards how each garment helps the world on Helpsy’s
website.
SWOT ANALYSIS
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• Each week, EkoStyle post “Eco-Chic of the Week” to our
social media profiles showcasing one of our stylish and eco-
friendly shoppers
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• Once a month, we offer DIY & jewelry making classes to
encourage others how they can turn old items into a
revamped piece of fashion.
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• On Earth Day each year, April 22, EkoStyle offers 30% the
whole store and host an Earth Day private event for personal
shopping & appetizers
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• Home delivery and custom tailoring options.
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• Attend charity events throughout the year to donate and gain
customers who have the same passion of EkoStyle.
• Each new customer receives a free eco tote when they add a
donation to their order.
EVENTS & PROMOTION
21. Monthly emails regarding promotions and environmental news
EkoStyle stickers and flyers posted around college campuses and farmers
markets
Advertisements made on eco-friendly clothing websites that we buy our
products from.
Attend local fashion shows like The Art of Fashion Show at Millennium Park to
network with professionals and give out our business cards
Make visits to buying events such as StyleMax Chicago every year to meet with
buyers and distributors to get our name out there.
MARKETING & PR
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MANAGEMENT STYLE
The team is managed in a structure that allows everyone’s
input and communication.The setting for employees is open
to suggestion and even room to grow within the company.We
all work together as a team to solve issues and make
recommendation, as well as, train new staff.The team focuses
on customers first, then the focus goes to our sales team and
then management.The pyramid of authority is upside down.
Three managers total
• General (Buyer, Evaluates Performance, Financials, Hiring)
• Assistant Manager (Scheduling,Train, Marketing)
• Assistant Manager 2nd (Visual Merchandiser,Train, Inventory)
Democratic & Supportive
Room to grow within the company (Jr. Managers, Jr.Trainees)
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GOAL SETTING
Your Store
GOALS BY ASSOCIATE
Date 10/20/14
Associate Goal
Week 1
Actual
Week 1
Goal
Week 2
Actual
Week 2
Goal
Week 3
Actual
Week 3
Goal
Week 4
Actual
Week 4
Goal
Week 5
Actual
Week 5
Goal
Total
Actual
Total
Kelly 2000 1500 2000 1000 2000 850 2000 2000 2000 2500100007850
Julie 2000 2000 2000 1900 2000 900 2000 1700 2000 2000100008500
Greg 1000 1000 1000 600 1000 950 1000 400 1000 850 5000 4950
Jon 500 450 500 200 500 500 500 450 500 500 2500 2100
Regina 500 500 500 400 500 600 500 300 500 450 2500 2250
Marlene 500 350 500 500 500 500 500 600 500 250 2500 2200
TOTALS BY WEEK 6500 5800 6500 4600 6500 4300 6500 5450 6500 65503250027850
STORE
GOAL $55700.00
Selling Programs
• Employees
receive %40 off
on all products
• The more you
sell, the more
hours you
receive
• $100 gift card is
awarded each
month for
employee of the
month
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HUMAN RESOURCES & POLICIES
ETHICS:
EkoStyle is committed to achieving its objective within the fashion
industry through its customers, staff and overall ethical thinking
on all terms.The company accepts its ethical and social
responsibilities that are taken head on. Our suppliers, merchandise
and stores comply to the same sustainable thinking that we want to
promote to consumers and require the management of the
business to correlate.We value working with people who share the
same mindset and commitment to ethical, sustainable products
and production with an overall understanding the importance of
connection and quality with the relationships formed
25. HUMAN RESOURCES & POLICIES
Sales Associates
Hourly rate:
Brand Reps- $9-$10
Managers & Assistants- $14-$15
Benefits:
Health Care & Insurance
after a year of employment.
3 Sick Days allowed for all
employees.A week of PTO
after a year of employment.
Bonus Incentives for high
sales (visa gift cards, raises/
promotions). 40% off on
store merchandise for
employees.
Training & Requirements:
• 2 days of paid training at min
wage.
• Overview of employee
handbook & policies, signature
required.
• Recommended to buy/wear
store merchandise during each
shift to promote to customers.
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• Yearly inventory count, especially during the holiday seasons
• Strategic employee placement in each merchandise area (Accessories,
Fitting Rooms, Greeter, Cash Register, Men & Women sections)
• Sensors placed on every garment
• Security cameras and locks
• Employee bag checks at the end of each shift
LOSS PREVENTION
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SERVICES
• Offer merchandise to be placed on hold for 24 hours.
• Offer to ship merchandise and gift wrapping.
• Clienteling with the use of stylists following up with
previous customers, alterations on clothing and loyalty
cards for customers to receive future discounts & secret
promotions.
• Discounts & freebies when you choose to donate extra from
your purchase to a chosen charity.
