Celi Gutie is a bridal boutique located in San Francisco that aims to help customers find their dream wedding gown. It carries top designer brands and offers customized alterations. The target customer is a female between 27-37 years old living in San Francisco with an income of $75k-$95k working in fields like medicine, education, or law. Competitors offer shorter appointment times and may not alter outside dresses, while Celi Gutie offers 90 minute appointments and will alter any gown. The document provides financial plans and analyzes the industry, competitors, and Celi Gutie's strengths and opportunities for growth.

1. Celi Gutie
Bridal Boutique
ARACELI GUTIERREZAG
Assistant Buyer

2. MISSION STATEMENTAG
Celi Gutie strives to make our customers feel welcome, comfortable with our
staff and fulfilled in finding the wedding dress of their childhood dreams. We
care for our customer’s best interests, values and beliefs. We ensure the best
quality and top designer names in the bridal industry. We believe a woman
deserves to marry her dream man while being dressed in her dream gown.

3. DEMOGRAPHICSAG
§ Sex: Female
§ Age: 27- 37
§ Location of residency: San Francisco, CA
§ Occupation: Medical field/ Education/ Law
§ Income: 75k – 95k +
§ Socioeconomic status: Upper middle & Upper class
§ Education: Bachelor’s & Master’s degree

4. PSYCHOGRAPHICSAG
§ Attitude : Confident, Sexy & Elegant
§ Lifestyle : Luxurious
§ Values : Family, Friends, Work
§ Interests : Helping Others, Animals Rights, Fashion & Traveling
§ Hobbies : Reading, Yoga & Walking the dog
§ Personality : Outgoing/ Spontaneous

5. SHE WEARS THE PANTSAG
SPRING 2017
Carolina HerreraElie SaabMonique Lhuillier

6. HIGH & MIGHTYAG
SPRING 2017
Temperley LondonAngel SanchezVera Wang

7. COLD SHOULDER NO MOREAG
SPRING 2017
HoughtonMonique LhuillierHoughton

8. A SOFT TOUCHAG
SPRING 2017
Jenny PackhamMarchesaHoughton

9. SHOE ASSORTMENTAG
$600$700 $550
$700 $500$500

10. ACCESSARY ASSORTMENTAG
$250 $300$200
$250 $300$200

11. JEWELRY ASSORTMENTAG
$300 $400 $500
$300$200$150

12. DRESS ASSORTMENTAG
$5,000 $10,000+
$3,000$2,500$2,000
$3,500

13. DESIGNER ASSORTMENTAG
Monique Lhuillier
Vera Wang Pnina TornaiAire Barcelona
Elie SaabJenny Packham

14. SPRING PLANAG
6
-­‐
Month
Merchandise
Plan
Spring
2017
Febuary
March
May
June
July
August
Total
Sales
Plan
Plan
$36,220.80
$30,723.00
$24,255.00
$24,255.00
$24,255.00
$24,255.00
$161,700.00
%
of
+
Revised
Actual
Retail
Stock
(BOM)
Plan
$72,441.60
$55,301.40
$67,914.00
$67,914.00
$43,659.00
$43,659.00
$351,147.72
%
of
+
Revised
Actual
Retail
Stock
(EOM)
Plan
$55,301.40
$43,659.00
$72,441.60
$72,441.60
$43,659.00
$56,595.00
$339,570.00
%
of
+
Revised
Actual
ReducSons
Plan
$2,587.20
$3,153.15
$1,293.60
$1,293.60
$3,573.57
$4,188.03
$16,816.80
%
of
+
Revised
Actual
Purchases
at
Retail
Plan
$21,667.80
$22,233.75
$30,076.20
$30,076.20
$27,828.57
$41,379.03
$166,939.08
%
of
+
Revised
Actual
Purchases
at
Cost
Plan
$10,833.90
$11,116.88
$15,038.10
$15,038.10
$13,914.29
$20,689.52
$83,469.56
%
of
+
Actual
Average
Markup
50%
50%
50%
50%
50%
52%
50%
CumulaSve
Markup
$10,833.90
$11,116.87
$15,038.10
$15,038.10
$13,914.28
$20,689.51
$83,469.52
Gross
Profit
($5,982.90)
$(5,699.93)
$(1,778.70)
$(1,778.70)
$(2,902.52)
$3,872.71
$(17,431.28)

15. INDUSTRY ANALYSISAG
Statistics
§ $ 3 Billion in revenue
§ 0.3% annual growth

16. FLOOD MANSIONAG
2222 Broadway,
San Francisco, CA 94115
Pacific Heights
§ Rated 4.3 by Google as one of the best
venues in San Francisco
§ Venue for all occasions
§ Convenient for my customers (near our
boutique)
§ Referenced customers will receive 15% off
rental service & $200 worth of free champagne

17. THE BUD STOPAG
§ Rated 4.6 by Google as one of the best flower shops in San Francisco
§ Flower arrangements for all occasions
§ Convenient for my customers (near our boutique)
§ Referenced customers will receive 15% off order
2200 Union St.
San Francisco, CA 94123
Cow Hollow

18. RED UNION BEAUTY SALONAG
§ Rated 5.0 by Google as one of the best beauty salons in San Francisco
§ Hair & make-up styles for all occasions
§ Convenient for my customers (near our boutique)
§ Referenced customers will receive 10% off on bridal party
§ Bride will receive one time free full make-up sample
1996 Union St.
San Francisco, CA 94123
Pacific Heights

19. SWOT ANALYSISAG
Strengths
Opportunities
Weaknesses
Threats
§ Customized tailoring
§ Longer consultations
§ High quality fabrics & prints
§ Use of latest digital print
technology
§ Exclusive & unique print designs
§ Small boutique
§ 1 boutique location
§ Not much print advertising
§ No commercials
§ Higher price points (EXPENSIVE)
§ Customer awareness through
advertising
§ Increase store locations
§ Designer gowns in stock
§ Competition from other boutiques
§ Economy
§ Higher price points than other
bridal boutiques

20. COMPETITORSAG
§ 1 hr appointment
§ Strict on selection of
appointment ( bridal,
accessory, or alterations)
VS. Celi Gutie
§ 1 hr & 30 min appointment
§ Additional 15 minutes
§ Welcome our guest to walk
freely to accessories
department

21. COMPETITORSAG
§ 1 hr appointment
§ Won’t alter outside gowns
VS. Celi Gutie
§ 1 hr & 30 min appointment
§ Additional 15 minutes
§ Welcome outside gowns to alter

22. COMPETITORSAG
§ 6 weeks for alterations
§ Price range for alterations
$1,000 - $6,000
VS. Celi Gutie
§ 4 weeks for alterations
§ Price range for alterations
$700 - $4,000

23. BRIDAL DEPARTMENTAG

24. DRESS DEPARTMENTAG

25. SHOES & ACCESSORIES DEPARTMENTAG

26. EVENTAG
§ Opening day
§ Snack & beverages available
§ Brides will be gifted goody bags
§ 20% off bridal gowns
§ 10% off on bridal party

27. ANNUAL SUMMER SALEAG
§ Happens once a year during
summer
§ 30% - 70% off
§ Selected designer gowns

28. SAMPLE SALE SUNDAYAG
§ Happens twice a year (March & October)
§ All sample designer gowns

29. INSTAGRAM MARKETINGAG
§ Instagram will be utilized to create awareness for our followers of any
special events, sales, etc.

30. WEBSITEAG
§ Through our website customers can get to know who we are as a
business, make appointments, and contact us.

31. PRODUCT PACKAGINGAG