Betwixt is a proposed sub-brand of clothing for tweens (ages 9-14) to be sold in select Gap stores. It aims to fill a gap in the market by providing basic yet fashionable clothing at moderate prices. The proposal outlines Betwixt's mission, target market of tweens and their parents, competitors, and strategic plan to launch in flagship Gap stores and top performers. Financial projections estimate steady sales growth over five years.

1. Business Proposal
By: Laura Matzel

2. Betwixt Business Proposal
Company Overview
Betwixt is a sub-brand sold at the 15 highest performing Gap adult stores in the US. It
offers pre-teens ranging in age from nine to 14 basic, yet fashion forward, clothing at a
moderate price point. Betwixt carries an array of product assortment and prices,
including tanks for $12.50 and jackets for $88.00. Through research and first hand
experience, I identified a need to offer tween products. The Betwixt sub-brand meets the
consumers’ needs and adds to our market share. Betwixt strives to do this in a
convenient, friendly and basic, yet fashion forward, way.
Mission
Betwixt views its mission as providing the tween market with the latest styles at an
affordable price. Being a part of Gap Inc. motivates our company’s culture to grab onto
this niche market and gain more loyal customers than ever before. Adding Betwixt to
our brand, fills the current void in the market and creates brand loyalty. Customers will
see Gap Inc. as a lifestyle brand that accommodates all ages and both genders.
Inspiration:
As a Gap employee, my coworkers and I have listened to what our customers are asking
for that we currently do not offer—clothes for their tweens. At least three times a week,
loyal customers come to the store with their tweens trying to force fit them into our adult
or kids products. Because we do not offer clothes specifically for this age group, we are
losing sales to our fierce competitors even though they are not marketing towards this
demographic. By offering products for this niche market in select Gap Adult stores, we
can reach more consumers and gain more of the market share to further the growth of our
company as a whole.
Competition
Baby Gap and Gap Kids offers products to the vast children’s market. However, we do
not offer and products to these children as they transition into teenagers. This preteen
market has proved to be a very profitable area that Gap Inc. is missing out on. In this
short time span between young children and teenagers, tweens are forced to shop at stores
other than Gap. The problem with this is that those who grew up with our brand are being
exposed to our competitors such as Abercrombie, Hollister, American Eagle,
Aeropostale, H&M, Justice, Forever21, Target, Walmart, & Kmart. This in return pulls
them away from our market share and creates the challenge of bringing them back to our
Brands.
Competitor Advantage
Customers are regularly shopping at both Gap Kids and the Adult Gap, trying to find
clothes for their transitioning children. But by not offering the proper sizes and styles for
tweens, we are missing out on a profitable opportunity. Adding Betwixt to our Adult
Gap stores will create the following advantages over our existing competitors: Filling a
void in the retail market with basic, yet “cool” and fashion forward, clothing—
specifically targeted towards tweens and their parents. We will continue meeting our

3. customers’ needs by focusing on comfortable, quality, stylish and trendy merchandise all
at a moderate price point. We will stay ahead of the competitors and gain a share in the
market with great customer service and being customer obsessed.
Target Market
Betwixt is a niche market catering to tweens and their parents. This gives us the
opportunity to capture the market and capitalize on it, unlike our competitors who don’t
even classify tweens in their market share. Tweens are defined as an age group in
between children and teenagers, ranging in age from nine to 14 years old.
Our target market consists of mature tweens trying to fit in with the crowd and keep up
with trends such as style and technology. Their lifestyle consists of attending middle
school, playing sports and following fashion, celebrities and music. They also love
texting, playing video games and surfing the web. It is crucial for us to target this
demographic and gain market share by offering our current customers what they have
been looking for for years, which is stylish clothing between Gap Kids and Adult Gap in
size and style. Our target market is looking for a lifestyle brand that can accommodate
each gender and all ages, including tweens.
Strategic Position
We will strategically introduce Betwixt by targeting all of our Gap flagship stores along
with our 10 top performing Gap adult stores that are adjacently connected to the Gap Kid
stores in the US. The flagship stores are as follows: The Flood building in San Francisco,
54th & 5th in New York City, 34 & Broadway in New York City, and Michigan Ave in
Chicago. In addition to rolling out this new sub-brand to the above free standing stores,
we will also carry a small selection of Betwixt merchandise on Gap.com. Once we are
able to collect data from the stores carrying the new line, we will perform monthly
evaluations through customer and employee surveys. The gathered feedback will provide
necessary information for making smart changes to promote the growth of Betwixt.
This niche market has been ignored for too long and the tween market is strong and
growing. Market research shows a need for Betwixt; it is a way to answer our
customers’ call for an inexpensive, convenient and fashion forward tween clothing line.
Gap would not only be acknowledging the needs of loyal customers but also creating
more opportunities to turn consumers into customers.
Market Size
According to MarketResearch.com, the US has over 25 million tweens with an average
income or, rather, allowance of $80 per week. Overall, this market is worth $45 billion
dollars and growing.
Marketing
Unlike our competitors who use risky marketing campaigns to gain the attention of
consumers, Betwixt will follow Gap’s formula of offering quality merchandise and
great customer service to build a loyal customer base. Quality products sell themselves
and good customer service creates an enjoyable shopping environment.

4. The marketing campaign includes sending postcards and coupons to other Gap Inc. store
shoppers. Current Gap customers living around Betwixt launch sites will receive a
special postcard with a 20% off coupon for Betwixt. Those not living around launch
sites will receive a postcard introducing the new sub-brand and a coupon for Betwixt
products at gap.com.
To reach consumers not currently shopping at Gap, the company will advertise in tween
magazines like Cosmo Girl, Teen Magazine, Elle Girl, Bee Bop and Teen People.
Because our target market is tech savvy, we will utilize Facebook.com and Nick.com to
post coupons, upcoming events and promotions.
We will also offer a V.I.P Card for all Gap Inc. shoppers to earn reward points and
coupons. Customers sign up by giving their name, address, cell number and e-mail
address, which then allows Gap Inc. to collect demographic information. These V.I.P.
Cards will actually provide insight on non-cardholders’ shopping habits and create a
better understanding as to what the company needs to do to drive business. The cards will
also allow coupons to be sent via text message and e-mail.
Lastly, we will partake in local fashion shows to get the line out there for people to see.
It will create a level of interaction, too, for the public to talk to representatives and one
another about Betwixt merchandise!

7. Visual Merchandise Displays
The manner in which merchandise is displayed for Betwixt is a crucial component of the
over all tween experience. Stylizing our mannequins is crucial for grabbing our target
markets attention. With our mannequins and marketing displays its all about layering and
tweens having fun. By being consistent with our brand through visual standards,
displaying of merchandise, and styling of mannequins we will continue to create a
new/fresh and inviting shop that appeals to the tween market.
Sales Strategy
Betwixt encourages the sales of products at full cost in order to be more profitable. We
also work hard on establishing an excellent alliance with our vendors and manufactures
to insure simple issue solutions and great quality products at moderate prices for our
consumers.
Products and Services
Betwixt takes on the mission of providing the tween market with great quality products at
a moderate price point. This sub-brand off of Gap adult offers comfortable, yet fashion
forward clothing for both girls and boys ranging in age from 9-14. Betwixt offers tweens
their basic wardrobe needs with a trendy/fashion forward spin on their merchandise.
Their products range in prices starting at $12.50 for tanks to $88.50 for jackets. Above
all, Betwixt is a product driven company that thrives and focuses on the 5R’s in retail.
The Right Products at the Right Time for the Right Price in the Right Sizes and the Right
Colors for our customers.

30. Product Sizing/Retail Space
The merchandise assortment will consist of tween sizing. To gain a market share,
additional sizes will be added to the current adult denim sizes. For women we will offer
Double zero, zero, and one in all lengths. For men we will offer the waist sizes in 25, 26
and 27 with lengths 26, 28 and 30. In addition to the denim expansion, we will carry the
Betwixt products in two 14 x 6 feet sections. In the set up, the girl’s tween shop will
mirror the boy’s tween shop. All tween sizes will be merchandised throughout their shop
flow and will reflect the Gap brand image. To maximize retail space and increase
profitability in the tween sections, two white bookcases will be used in each section to
house merchandise in and on top of the cubbies.
Merchandising Planning Chart
The same merchandising-planning chart as the Gap will be used to keep with brand
consistency for the flow of seasonal merchandise. The buyers will place orders for all
start up merchandise four to six months prior to select stores launching the Betwixt line.
Inventory Control
Based on Business needs we will utilize an On Hand Updating (OHU) system to ensure
that we have the right products in the right sizes and colors for our customers.
Management before or after business hours will perform this action on a biweekly basis.
Financial Data
Monthly sales numbers were derived using our opening month—February 2012, the first
of a new fiscal year. A sales increase is projected for March, April and May due to both
the establishment of our retail presence, as well as a seasonal increase in foot traffic. We
anticipate June and July to be slower months with more of a secondary market going on
summer family vacations. For August through October, sales will trend up as parents and
tweens go back to school shopping. Our November sales are up to speed with a
conservative 20% increase over opening month and an addition 5% increase in December
due to Holiday sales
After analyzing sales data, Betwixt anticipates a 20% growth in sales for 2013 over
2012 and a modest 5% growth for both 2014 and 2015 by maximizing sales and
optimizing our product offering. With operating expenses consisting of fixed expenses
for the sales projected for the first five years, Betwixt can anticipate a healthy gross
profit in the early years of operation and the break even point will be reached in the first
half of 2012.
Sales
The sales projection is broken into our product category basics: Knits, Wovens, Bottoms,
Denim and accessories.

31. The above chart shows the projected percentage per category. To ensure the percent to
sales are matching company goals for the stores offering Betwixt products, managers
will utilize Field Merchandising Reports (FMR) on a biweekly and bimonthly basis.
There will be a company made FMR to track tween sales within each store offering the
Betwixt line. Not only will this tool be used to track sales growth but it will also be used
for merchandising placement to gain sales and push product.
Future Growth Plan
There will be a continuous need for Betwixt to sell products and fill the gap in the
tween market. To promote growth, we will increase merchandise assortment in stores and
online. Based on financial data and customer response, we will expand our business by
strategically positioning Betwixt at the right Gap locations at the right time. Meaning,
we will look at online sales to project further expansions of the line. Eventually, Old
Navy will add a similar line offering tween products at an affordable price point.

34. Gross Margin
We will continue to use the same gross margin that the Gap stores are currently using to
keep up with brand consistency at a moderate price point. This is achieved by
maximizing merchandise assortment, minimizing markdowns and continuing to
establish loyal relationships with current vendors and manufactures in order to lower
costs and increase mark-up.
Risk Analysis
With all retail establishments, there is a risk of a problem with the merchandise mix,
which may result in unsold goods. Our initial merchandise assortment will be based on
our expertise and years of experience working in retail and on data gathered from market
research. After the launch of Betwixt, sales performance can be observed and
adjustments can be made, if necessary, to our merchandise assortment. In order to reduce
the assortment risk initially and in the future, we will work with Gap Inc. vendors and
manufacturers with which we have already established a loyal relationship.
Additional potential risks are natural disasters and the unexpected appearance of
competition in our surrounding areas.
Exit Strategy
If a situation occurs where there is a lack of business for the sub-brand Betwixt resulting
in a line drop, we will markdown our entire tween line week after week until most, if not
everything, is gone. If merchandise is left from the sale, the remains will be sold to
discount retailers.