This presentation provides a selected clothing line to be possibly made in the near future. It is a maternity lingerie line for woman who do not get many options while being pregnant. This project provides a brand name and logo, a company profile, vision statement, product development, promotion and much more.

1. Lovely ump

2. Maternity Lingerie and
Loungewear
Bras, Underwear, Babydoll
s, Slips, Teddies, Corsets,
Nightgowns, Yoga
Pants, Tanktops, and T-
shirts
550 E. Industrial Park
Road, Murphysboro, IL
62966

3. Target Market
Expecting mothers between the ages of 20 and older.
• Price is their number one concern, because they do not want to spend a large
amount of money on an item they will only wear/use for 9 months.
• Secondly they care about the brand and think it is important when picking out what
clothes to buy.
• They want to only buy from brands they trust and that had a good image and
reputation.
• They also really care about convenience and do not want to have to drive far to
purchase a product.
• Quality is not a number one concern as long as it is
functional, comfortable, supportive, and safe for their bodies and their unborn
children.
• Very smart with their money and do not impulse buy
• Get most of their information from the internet, but do not really shop online.
• Would rather go to a physical store and try the clothes on.
• Supportive of using organic and eco-friendly materials in their clothing as long as it
was affordable and functional.

4. • Care about the style/design of the bras the most, because they want the design to be
attractive, but still comfortable.
• They care about the color and print. They want products that are neutral, but still soft and
feminine. They want their garments to be attractive but not revealing or shown through their
clothing.
• They are very concerned with the price of the products and do not want to spend much on
products they are only going to wear for 9 months, but that does not mean they do not care
about the materials used.
• They wanted durable fabrics that are also safe for themselves and their unborn child.
• They are not as concerned with how the product was packaged or where it came from
Market Potential
• The market potential for maternity lingerie is high and keeps growing.
• With the influence of women in Hollywood and famous celebrities women are caring more
and more about what they wear when they are pregnant.
• Women want to feel comfortable and sensual when they are pregnant
• Companies like Hot Milk are coming out providing more attractive maternity lingerie for
women
• Women are also starting to care more about eco-friendly/organic materials being used in
their clothing. Companies like The Gap are starting to use eco-friendly materials in their
maternity clothing.

5. Vision Statement
“The Lovely Bump’s vision is to provide expecting mothers a affordable, organic, and
comfortable, yet tasteful and sensual maternity lingerie and lounge wear line that will
make them feel beautiful and sexy throughout their pregnancy. We truly care for our
customers and their needs, which means that customer service is our top priority.”
Our Brand is best described as sensual, eco-friendly, environmentally
friendly, soft, fresh, basic, earthy, airy, smooth, beautiful, comfortable, affordable, supportive, clean, he

6. Competitive Advantage
Organic/Eco-friendly materials
Inexpensive ($20 and below)
Comfortable materials
Supportive frame and straps
Basic materials that do not show through clothing
For all body types

10. Lovely Bump S/S 2012 Size Specification
Style #B4
Expecting Mothers
35B-42C
Parts of Body Measures
Size Chart
Body Parts 35B 36B 37B 38C 39C 40C 41C 42C
Bust 35” 36” 37” 38” 39” 40” 41” 42”
Under Bust 30” 31” 32” 33” 34” 35” 36” 37”
Neck
Circumferen 14” 15” 16” 17” 18” 19” 20” 21”
ce
Grade Rule
35 & 36 & 37B & 38 & 39 & 40 &
Body Parts 41 & 42C
36B 37B 38C 39C 40C 41C
Bust 1” 1” 1” 1” 1” 1” 1”
Waist 1” 1” 1” 1” 1” 1” 1”
Neck 1” 1” 1” 1” 1” 1” 1”
Circumferen
ce

12. Manufacturer: Dear Lover
• Location: Fengze, China
• NAICS Code: 315231 Women’s Cut and Sew Lingerie, Loungewear, and
Nightwear Manufacturing
• Dear-Lover is a famous professional manufacturer and supplier of
wholesale sexy lingerie.
• They supply all types of fine sexy lingerie such as:
corsets, chemises, babydolls, bikini sets, sexy ladies' panties, sexy garter
sets, and much more.
• They add new sexy lingerie styles every business day

13. • Production Cost w/ Min. Order: USD200 each order is requested (not include delivery cost, tax and
VAT).
• For order amount under USD200 they will increase the price according to the finalized order
quantity-you’re asked to pay sample and delivery charges.
• Lead Time:
• After you place an order, they will check your order first and then send the invoice to you within
24 hours. They will check your order Priority, and get the items they have stock ready for you
first, and then send the invoice to you include the Accurate postage. So that after you pay, and
they will send it to you within 1 working day. They send your parcel to you within 2 working days.
• Codes of Conduct:
• They value privacy. They do not sell, rent or loan any identifiable information (including e-mail
address, phone number, etc.) regarding customers to anybody.
• They do not do orders by phone or mail.
• Committed to cost controlling during times when the price of raw materials and oil have risen
• Accommodated all sizes of women and added a plus-size category to their line to reflect the
growing number of over weight women
• They have a professional logistics team behind them that provides sustained support
• Dear Lover values their team in every department and provides excellent training and support
their good work and ideas.
• Benefits:
• Inexpensive, good quality items
• Provide sufficient information on their website.
• They are clearly for Value (non-high-end) market and stores
• Many different ways of payment which makes working with them more convenient.
• The provide high security with their customers
• Dear Lover does not require their customers to have a huge order

14. Distribution Channel
Physical Retail Store- Flagship
Free standing
Located along il 13/127 within
The Jackson Square Shopping center complex
Next to a Kroger, Rural King,
Dollar General, and Mcdonalds
Highway visibility
Adjacent lot available for potential expansion

16. • Our store will reflect our eco-
friendly and sensual brand image.
• Our colors are greens, blues, and
pinks.
• We will use materials such as
bamboo, organic cotton, and
recycled artwork.
• We will have a sizing room in the
back of the store for women who
are not sure what their size is
since becoming pregnant and a
customer database
• The walls will be covered in earthy
and nature tones and murals.
• The ceiling will have a mural that
looks as if you are outside.
• We want the room to feel airy
and peaceful.
• We will have soothing nature
music playing throughout the
store to give a calming
atmosphere within the store.

17. • All of our products will be
eco-friendly and recyclable.
• Our clothing and bags will
have tags stating they are
100% recyclable and also
what materials were used to
be made.
• Our store will provide eco-
friendly furniture and
materials.
• We are playing on the curves
of a pregnant woman’s body
in our
couches, chairs, rugs, and art
work.
• .

19. Salesperson Requirements
Responsibilities Include:
Salesperson will be required to do body measurements and sizing for pregnant women daily
Be professional with fellow employees, managers, and customers
Perform price changes, returns, markdowns
Clean the store before closing every night to ensure a healthy and safe environment
Organize customer database and files
Put clothing back on racks and fold clothes for the tables
Operate cash register, perform customer transactions
Job Requirements :
High School diploma or equivalent
Prior experience in sizing
Prior retail experience with lingerie and/or maternity
Ability to operate computer and/or cash register
Flexible schedule; weekend availability
Physical Demands and Requirements:
Ability to be mobile in a store including standing, walking, bending, squatting, kneeling, reaching, and/or twisting.
Able to lift boxes up to 30lbs
Ability to work alone
Be comfortable and able to handle a situation where a pregnant woman goes into labor and require emergency
services
Able to handle stressful situations (difficult customer, fast paced situation, large number of customers)
Quick thinker

20. Promotion
1. Advertising:
• Fliers, post them locally, and send them via email.
• They will have our store logo on them promoting our current sales promotion.
2. Publicity:
• Mother's Day Sale/Free Car Seat Inspection
• Lovely bump would collaborate with the police department to host a Mother's Day (or
soon to be!) sidewalk sale and free car seat inspection.
3. Point of Purchase:
• We chose to use shopping bags to attract customers and spread our image around
town.
• Our bags and gift wrap distinctly reflect our store and our image that a customer will
carry out of our store for others to see.

21. Company Outlook
Goal:
• Our main goal is to achieve a brand image like Gap.
• Gap is known for it’s clean lines, sleek store with a simple color palette, neutral
colors, many product categories, and high environmental concern.
• Gap has both a maternity line and a children’s line, which is the direction we would like
to head with our store.
• Gap also has cheaper versions of their brand such as Old Navy.
• Gap carries the same types of products as us.
• We would like to eventually expand to add an Infant/Children’s line and a higher end
lingerie/sleepwear line. We would also like to be available online and in physical retail
stores.

22. 5-Year Plan:
Expand our line to include socks and slippers that are used to soothe swollen feet and
ankles as well as provide good cushion and support.
Expand the colors in our product line to blues, greens, and pinks to match our brand
colors
Add a nursing bra line for breastfeeding mothers
Provide a Lamaze class on Monday nights after the store closes from 7-8pm for expecting
mothers
10-Year Plan:
Expand our line to include a Infant to Toddler line of clothing called Bubbles
Add a website (online shopping: in-store pick up or delivery)
Expand our store to 10 stores in malls across the United States
Expend our line and add a higher-end line of lingerie and sleepwear for the women who
will pay extra for high quality.

23. First Floor View 1

24. First Floor
View 2

26. Second Floor