This project was for a marketing class in which we had to create a new store and create our marketing strategy.

1. FM 117- 203 (Mondays)
Spring Term Project
Stephanie Zoppina
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2. TABLE OF CONTENTS
Introduction……………………………………………………………..page 3
Mission Statement………………………………………………….…page 3
Locations………………………………………………………………….pages 4-6
Channels of Distribution…………………………………...….…...page 7
Problems in Startup……………………………………………….....page 8
Chain of Command……………………………………………………page 9-10
Marketing Strategy …………………………………………………..page 11
Customer Satisfaction Survey……………………………………page 12
Pricing Structure………………………………………………………page 13
Target Market…………………………………………………………..page 14
Clothing……………………………………………………………….…..page 15
Store Layout…………………………………………………………….page 16-17
Technology………………………………………………………………page 18-19
Brand Logo………………………………………………………………page 20
Brand Label……………………………………………………………...page 20
Brand Hangtag………………………………………………………….page 20
Advertising……………………………………………………….………page 21
Competition………………………………………………………………page 22
Code of Ethics……………………………………………………………page 23
Positioning…………………………………………………………….….page 24
Societal Ad……………………………………………………………...…page 25
Marketing Team……………………………………………………...…page 26
Conclusion……………………………………………………………...…page 27
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3. INTRODUCTION
Harmony is a women’s retail store located at 20 locations throughout the USA. Until
recently, there were zero Manhattan locations for Harmony; fortunately, Harmony is able to
open six new stores throughout the island. This is the company’s first entry into the New York
Market; however, we are confident that we will be able to provide the women of NYC the
clothing at the right quality, price, and style that they want. Even though Harmony already
has many stores, it will take a lot of planning in order to open six new ones in an entirely new
region. Much thought will be put into the perfect locations, prices, logos, products, and much
more before the store is open. Not only is Harmony focusing on the six locations in New York,
but simultaneously, Harmony is trying to improve their online shopping, advertisements, and
will eventually branch out globally within the next decade.
MISSION STATEMENT
Harmony is a store that thrives off of the fashionable, smart, and driven young women they
provide to. Our goal is to help these women look as beautiful on the outside as they are on the
inside and we accomplish this by trying our best to help you feel comfortable and care free as
if no effort was involved. We try more and more every day to promote the free spirited and
hard working lifestyle but most of all give you the quality clothes you want to make you feel
your best.
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4. LOCATIONS
The locations of the store “Harmony” will span throughout the island of Manhattan.
The specific locations were chosen based on their popularity and the frequency of shoppers
that roam the area. Also, the locations are spread out and mostly located down the middle of
the island in order to make it easier for people from both the west and east sides to get to
them. The first location is located on the edge of the upper west side in Columbus Circle.
Columbus Circle is a very popular shopping area, which is home to stores such as Armani
Exchange, Bebe, and J.Crew; indeed, these stories will attract a young market. Also, Columbus
circle is a very popular area in which people will spend an entire day walking around which
will be good for business. The second location is located in the midtown area on 5 th avenue
and 53rd street. It is important to locate at least one store on 5th avenue just because of the
mere fact that it is a notorious area for shopping. It will be located on 53 rd street because it is
only a short distance from Times Square which is full of tourists that are ready to shop and it
is near many other stores with similar price points. Stores near this area include Forever 21
and even the shoe store Aldo. This area will most likely attract many of the tourists, which are
going specifically to this area to shop and see attractions such as Times Square, Rockefeller
Plaza, and St. Patrick’s Cathedral. The third location will be located in Herald Square at 6 th
avenue and 34th street. Herald Square is very popular because the area is home to stores such
as H&M, the Manhattan mall, and even the notorious Macys. This area will attract tourists as
well; yet, many people that live in the Chelsea and Garment district areas will most likely shop
here since it is only a short distance away.
The fourth location will be located in Union Square at 14 th street and University place.
This area is very popular for shopping and is known for its outdoor markets as well. Not only
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5. is Union Square crowded with many residents from the area but it is also filled with NYU
college students whom dorm in the area. Some popular stores around the area include
Forever 21, Urban Outfitters, Aldo, and Juicy Couture; indeed, the target customer for
Harmony most likely shops at all of these stores as well. The fifth location for the store will be
located at Spring street and Broadway in SoHo. SoHo area is also another large and popular
shopping district. Spring Street and Broadway were chosen specifically because Broadway is
littered popular stores; thus, people tend to walk up and down Broadway. Spring Street was
chosen because it is a particular street that contains a few vintage stores and boutiques,
including the famous DASH store which the celebrity Kardashian sisters own. This location
will get the attention of many passer buyers since it is in a close proximity of the popular
store. The sixth and final location is on the southern end of Manhattan near the South Street
Seaport at Fulton street and Water street. The area is popular for its many restaurants as well
as stores. Not only will it attract a customer whom may need an item quickly but it will also
attract people who will spend their time strolling around the area during nice weather. Some
of the stores close by include Abercrombie and Fitch, Coach, and Guess. Overall, each location
will help to attract the maximum amount of customers; indeed, the fact that the stores span
over all of Manhattan will help to gain recognition and popularity.
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6. 6

7. CHANNELS OF DISTRIBUTION
For the New York stores, Harmony will only be sold through one channel of
distribution, retail. Harmony will purely sell its products in the stores instead of using the
website or catalog. The reason for using only the retail channel at first is because for the first
year, we will be able to figure out exactly how to run the stores smoothly and therefore add on
the Internet. Once the website is capable of selling, it will sell the top items that are found in
the stores. The top selling items will be based on the amount sold per season. Using only the
top selling items on the website will allow the website to get more use and harmony will not
have to pay for non-selling items that are sitting in a distribution center. One other channel of
distribution that Harmony will use after its first year is a catalog. During the first year,
Harmony will build up customer loyalty; thus, once a catalo is started, many people will
automatically want to put their name on a mailing list. The catalog will be much different from
the website and carry every item that can be found in the store. Furthermore, these channels
of distribution are used as the best methods to strengthen customer loyalty and create
exclusivity between each channel.
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8. PROBLEMS IN START UP
In order to make sure that the start up of the new stores runs smoothly, one must
anticipate any problems that could possibly arise. One first obvious problem would be
extreme bad weather. Weather would slow down the time it takes to get merchandise into the
stores and also damage the possible image of the store as well. For instance, bad weather
would lessen the amount of people on the streets that would notice the opening of the store,
which would in turn lessen the popularity of the store in the beginning. Another problem
could be an event that is going on in the city at the same time. NYC is a very popular place for
different events such as a celebrity coming to speak, a larger store opening, or even a strike.
Each of these events attract large amounts a people, which would lead to a smaller crowd
coming to the new store or even too crowded of streets in order to stock the stores. This also
leads to the simple fact that NYC streets are generally very populated and this could slow
down the start up process for all stores since they are known for their large shopping areas.
Another problem that could arise and is common within the city could be the possibility of a
bug infestation problem. It is known that bugs frequently infest buildings within the city and
this could cause a delay for the start up because it would require extensive cleanup. The last
problem that could slow down the start up is the issue of transportation within the city.
Subways are frequently being delayed; thus, this makes it harder to get around the city. Even
above ground, the traffic throughout the city is incredible based on the number of taxis and
cars trying to get around. Furthermore, it is important to be aware of these problems just in
case any of them were to take place while starting up the stores. With knowledge of any
problem that could take place, one can plan ahead by watching the news or even changing the
date of starting up the stores.
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9. CHAIN OF COMMAND/ORGANIZATIONAL CHART
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10. The chain of command chart depicts the chain of command all the way from the ceo down to
the stock. Even though the chart is a general picture (many more people employed), it gives a
larger idea of the people involved with Harmony. The New York City stores would actually
have their own division with separate marketing, merchandising, women’s and accessories.
This would be called the New York City region and each individual store would have…
The store manager looks over everyone at that individual location and the visual
merchandiser and sales manager are underneath that position. The visual merchandiser will
work with the assistant visual merchandiser and together, with directions from the head of
the company, will control the look and ambiance of the store. The Sales manager will look
over all sales done in both women’s and accessories. The managers of each of these categories
will in turn look over general sales associates and stock room employees.
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11. MARKETING STRATEGY
The overall marketing strategy is to provide customers with needs that they are not
having met all in one quite yet. The marketing mix clearly points out the marketing strategy
that Harmony plans to take.
Product: The clothing sold at Harmony stands out amongst other retail stores because of its
indie/rocker feel as well as its great quality. Customers will be able to purchase pieces at a
low price and be able to keep it for a much longer time than stores such as Forever 21.
Price: Harmony is considered a moderate to moderately high pricing; however, the prices are
justified based on the service and quality that the customer is receiving. Customers will see
how they rather pay a little extra for good clothes and knowledable employee help which will
lead to an overall better shopping experience.
Place: New York City currently does not have any Harmony stores. NYC is a large market in
the retail industry and the store would thrive in the city. Six new stores will open and be
placed at vital shopping locations such as Columbus circle and fifth avenue. These areas are
littered with many retail stores; indeed, Harmony will be able to grow and hopefully expand
internationally.
Promotion: Advertisements will not be limited to one source of media but rather will appear
throughout the Internet, on billboards, and even in magazines. The advertisement section of
the marketing plan is aware of the fact that Harmony’s name will have to be put out into the
public and become known. It will not take long for everyone to know exactly what Harmony is
and what they stand for.
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12. CUSTOMER SATISFACTION SURVEY
1. Were you able to find what you were looking for in the store today?
__________________________________________________________________________
2. On a scale from 1-10, how satisfied were you with the product within the store
today?______________
3. On a scale from 1-10, how satisfied were you with the customer service?
_______________________
4. Were you helped by an employee today? If yes, who?
___________________________________________________________________________
5. Did we carry the colors you were looking for? If no, which colors would you like
to see more of?______________________________________________________
6. Did we carry the sizes you were looking for today? If no, which sizes would you
like to see more of?______________________________________________
7. Would you prefer to see more unique items of clothing within the store or more
basics?_______________________________________________________________
8. Would you like to see more accessories within the store? If so, which ones?
___________________________________________________________________________
9. Do the price points meet your expectations? (circle one)
Too low (low quality) Just Too high
10. How often do you go shopping per month?________________________________
11.How likely are you to come back and shop here again? (circle one)
Not likely Likely Very Likely
12.How likely are you to recommend this store to others? (circle one)
Not likely Likely Very Likely
13.Is there anything you can recommend in order to make your shopping
experience with us more pleasurable?
____________________________________________________________________________________________
____________________________________________________________________________________________
______________________________________________________________
Thank you for completing this customer survey! For taking your time to
complete this survey, we would like to give you an extra 20% off your next
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13. purchase! (cut along the dotted line and use for your next purchase)
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14. PRICING STRUCTURE
• The pricing structure for Harmony is based on value-added pricing. Instead of trying to
fit the lower prices with low quality like many other fast fashion stores, Harmony tries
to show the value within each piece of clothing and therefore not having to lower the
cost. Some of the values that come along with the clothing would include the
phenomenal quality of the actual clothing and the customer service that the customer
will experience within the store. These characteristics will justify the prices that aren’t
quite as low as some competitors. Therefore, the prices found within Harmony will tend
to be moderate to moderately high. The company will also run on a cost-plus pricing
scale. This means that after the item is made, Harmony will consider what they had to
spend and markup the item so that they make a small profit.
• Harmony will also have several promotions throughout the year. In order to make the
allure of a sale at Harmony even more desirable, we will have two major sales
throughout the year, one for spring and one for fall. During the rest of the year,
Harmony will have clothes on clearance and frequently give out promotions. These
promotions include 20% off for completing a survey, coupons on groupon, and even
several different “buy one get a percentage off” sales throughout the store.
• An example of the pricing structure would be an average of $50 for a top, $80 for jeans,
and $60 for shorts or a skirt.
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15. TARGET MARKET
• Demographic:
o Gender: female
o Generation Y shoppers
 This generation is between the ages of 31 and 11; yet, more narrowly
targeting the ages of 16 to 26.
o Most likely has some source of income of either a part time job, money from
parents, or even full time job since the upper age is fresh out of college.
o Marital status: single
o Education of fashion: aware of fashion in media
o Middle class
o Ethnicity: any
o
• Psychographic:
o Interests: She is interested in fashion, nature, education, and happiness. She
is not a money driven person but is rather driven by how she can make
others happy. She reads magazines and books often as well as keeping
updated on the fashion world in her spare time. Also, if she were to live in
any other decade, it would most likely be the 70’s where everyone was
carefree and happy.
o Attitudes: The target customer generally has a positive and carefree attitude.
She is a free spirit and loves life. She is successful but loves to relax and take
time to make sure she is happy. This target’s attitude is to always please
others before herself.
o Lifestyle: The target customer loves to be in a calm nature setting or even in
an exciting city lifestyle. She may be in school or out on her own but still is
confidant about who she is. This target has her own personal style and sticks
to it; indeed, she tries not to follow the crowd but is more of a leader.
o Wants: This target customer is concerned with clothing that makes her not
only look beautiful but feel beautiful as well. A large concern of hers is to
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16. also feel comfortable while she is out taking the world by storm.
CLOTHING
The clothing at Harmony includes almost all pieces of clothing as well as some
accessories. The overall style of the clothing has an indie/hippie/rocker/ grunge look to it,
as well as some basics. The colors for the clothing are mostly earthy tones with a few
bright colors and pastels. The clothing is very trendy as well and incorporates new looks
straight off the runways. The accessories are all considered costume jewelry. Here are
some examples of what Harmony will carry.
Tops: tanks, long sleeve, short sleeve, cropped, dress, blouse, halter, casual
Bottoms: casual, dress, leggings, denim, skinny, wide leg, shorts
Outerwear: leather jackets, jean jackets, sweaters, pea coats, military style coats, vests
Skirts: pencil, a-line, mini, long, dress, casual
Dresses: casual, cocktail, mini, mid length, rompers
Accessories: sunglasses, scarves, hair accessories, rings, bracelets, necklaces, earrings,
belts, hats, watches, handbags (clutches, messenger bags, shoulder bags)
Harmony will also carry a different designers clothing once a month. Such designers
include Betsy Johnson, Rachel Roy, and even lines by young starlets such as Miley Cyrus.
Overall, Harmony will include a wide variety of different types of clothing in order to meet
any customer’s needs. The idea of having designer clothing within the store will enhance
the want for that particular fast fashion. Indeed, the designers will differ in order to span
the entire age range of the target market; thus, Miley Cyrus will appeal to a younger
customer as apposed to Rachel Roy whom will appeal to an older customer. The concept of
having a large amount of accessories within the store also increases the idea of a one-stop
shop. Customers will be able to pick out an entire outfit and fully accessorize it within the
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17. store and further strengthening customer loyalty.
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18. STORE LAYOUT
Both store layouts are considered free-form layouts. The lighting in each store will be with
antique looking chandeliers, which will provide a slightly dimmed lighting. The store
colors will be in non-vibrant and muted greens and blues for a calm and peaceful
atmosphere. The scent will be one of a natural feel such as the ocean or flowers. All posters
and signage within the store will depict the clothing and model in an outdoors theme
depending on the season.
Small:
PANTS
PANTS PANTS
PANTS
FITTING ROOMS
ACCESSORIES
TOPS
TOPS
OUTERWEAR RACK
OUTERWEAR RACK
DRESS
DRESS
DISPLAY WINDOW ES
ES
REGISTER
DOO
DOO
RR 18

19. Extra Large:
BAGS/ HATS/SCARVES EXIT
EXIT
SUNGLASSES/ WATCHES
BELTS
OUTFIT EXAMPLE
MANNEQUINS JEANS/
JEANS/
PANTS
PANTS
REGISTER
WINDOW
SKIRTS/
SKIRTS/
SHORTS
SHORTS TOPS
TOPS
OUTFIT EXAMPLE
MANNEQUINS
WINDOW
TOPS
TOPS
TOPS
TOPS
REGISTER
Jewlery JACKETS
JACKETS
DRESSES
DRESSES
FITTING ROOMS
ENTRANC
ENTRANC
EE
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20. TECHNOLOGY
Technology in today’s society is ever growing and changing. Listed below are various
different sources of technology and how they will benefit the marketing of the new
Harmony stores.
• Internet: Advertisements etc.
o Facebook: More than 500 million people have active facebook accounts; thus,
facebook is a very useful way to get in touch with possible customers. A way to
take advantage of this new technology is by making a Harmony facebook group.
This page will provide customers with vital information about the products, prices,
mission statement and beliefs, and even any upcoming events. Whenever one
person likes this page, all of their friends will be able to see the link as well; thus,
this page will help to network all around the world.
o Twitter: This website has been growing greatly in the past few years and is a very
useful way to get possible customers attention by the help of celebrities. Many
celebrities, whom are in the spotlight of the entire country, write their feelings,
ideas, and beliefs on twitter for everyone to see. With the support of the celebrity,
Harmony may be able to promote the store through twitter. Trending topics are
also useful because they are different topics that many people are talking about;
indeed, it would be a goal to make Harmony a trending topic and get the attention
of many.
o Groupon: Groupon is a website that gives out different coupons and deals every
week. Anyone can go on this website and put in their location and find any
promotions for that area. Harmony will start out by giving small percentages off of
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21. merchandise through groupon, which will gain the attention of already groupon
users.
o Website: A personal website for Harmony is vital due to the fact that so many
people own and use computers daily. At first, Harmony may not be able to directly
sell clothes off of the internet, but the website will be an area where customers can
go and learn about the history of Harmony and the different merchandise that one
can find within any of the locations of the store.
o Youtube: Youtube has started to show more and more advertisements on their
website before someone is able to view a video. This website is very popular and
used by many; thus, advertisements throughout youtube will be vital to Harmony.
• Telephone: Many websites such as facebook have programs in which text message
alerts can be sent to ones phone in order to update the person on their profile or any
current messages etc. This may be useful for Harmony because we can try to send out
alerts to loyal customers for new sales, promotions, products, or events. This will help
to keep the attention of already loyal customers.
• Databases: A store database would benefit Harmony because it could collect
information regarding the market that is actually shopping in Harmony and target them
even further through advertisements.
• Apps: Ipads, Iphones, and Itouches are very popular in the public; indeed, people with
these recent technologies buy many different applications for entertainment or even
learning purposes. Harmony could take advantage of these applications by making one
related to fashion and their store. Harmony is a fashion forward store and an
application such as a style blog would be very popular amongst the young women that
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22. will shop in Harmony.
BRAND LOGO
BRAND LABEL
BRAND HANG TAG
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23. ADVERTISING
The advertising for Harmony will be done in various different outlets due to the fact
that the target market uses many different outlets of media. The first major area of
advertising will be done on the Internet. The target market in today’s society is
realistically on social network sites all of the time and therefore it is strategic to place
advertising on sites such as facebook, youtube, twitter, and Perez Hilton. Each of these
sites would show a Harmony advertisement. Youtube will be slightly different with a
commercial, which will be played before videos. Facebook will have a special Harmony
group page in which people can go on and actually learn about the stores. Twitter will also
be used as a buzz advertising method since celebrities will be able to tweet links to the
Harmony website.
Another method of advertisement will be out of home advertisements, which will
appear on billboards, taxis, and bus stops throughout all of New York City. Magazines will
also be an important source of advertisement. A few of the magazines with print ads
include Cosmo, Seventeen, Glamour, Allure, Teen Vogue, People, Elle, and Glamour. These
magazines are typically read by teens and women in their twenties which is the target
market. Print Ads also last a long time within the magazine, which will help it to
continually be seen. Texting is also a smart and creative way to advertise for the store.
When customers sign up to get texts from the store, they will be alerted about different
events and promotions going on. The last form of advertisements will be for a PR charity
event. Since Harmony proudly promotes their connection to the World Wildlife
Foundation, they will sponsor a charity event with this group.
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24. COMPETITION
The three biggest stores that will most likely be competition for “Harmony” are Urban
Outfitters (including Free People), Guess, H&M, Forever 21. Each of these stores target a
girl/woman who is fashionable at a low price; hence, the coined term fast fashion stores. A
big advantage over these stores is the actual locations of Harmony throughout Manhattan.
Harmony was strategically placed at the top six major shopping areas; indeed, its
competition lacks multiple of these locations. Not only is location an important strategy in
the competition of retail, but also there are many other strategies that Harmony will take
in order to compete the best in the retail market. Another major way to win over
customers is to provide even faster fashion. Harmony’s goal is to always supply customers
with new, exciting, and trendy designs, which cannot be found at any other store. This will
be done but listening closely to what the customers actually want through the customer
satisfaction survey. The next way Harmony will combat their competition will be to supply
customers with quality products. Stores such as Forever 21 and H&M are known for
selling low quality products; indeed, clothes that are made with good quality will attract
customers to come more and more often to Harmony than the competition. The last and
most important way to combat the competition is to give great customer service. For many
fast fashion stores, customers are just a number; however, Harmony cares about the actual
opinions of shoppers in order to make the store the best it can be. Harmony will encourage
shoppers to participate in surveys and ask any questions about any products since the
employees are highly knowledgeable about the products Harmony provides. Harmony will
also make sure that the stores are well staffed with people who have a positive attitude
and strong work ethic. Furthermore, each of these strategies will lead to a strong customer
loyalty.
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25. CODE OF ETHICS
GOALS: The store, Harmony, is based on the belief that everyone is beautiful and the
clothing we sell only enhances ones beauty. The clothing is comfortable and functional;
yet, fashionable at the same time in order for one to look great any time of the day.
Therefore, Harmony focuses not only on its customers 100% but also on its employees.
We strongly believe that a happy employee will best educate and help a customer.
Furthermore, the goal of Harmony is to always keep a positive learning and helping
environment which will in turn produce the most beautiful customers, inside and out.
HONESTY: In order to keep a positive environment, it is important that employees
always stay honest regarding transactions, financials, employee interactions, retail
activities, and personal issues relating to Harmony.
BEHAVIOR: The behavior accepted at Harmony should be behavior that is always
benefiting the customer and staff as well as the business. Each employee should act in
an ethical way. This includes no stealing, cheating, lying, or disrespectful language or
gossip. Abiding by these will set a positive atmosphere and strengthen the relationships
between employees amongst one another and the employees with Harmony.
QUALITY: Harmony prides themselves on producing quality products; thus, they also
pride themselves on producing quality employees. It is important that each employee
tries their hardest to help the customer and educate them on the product as much as
they can. Since our employees are of the best quality, we also provide our employees
with quality help. Employees’ opinions will always be heard and Harmony will try its
best to meet their needs.
THE CUSTOMER: Customer satisfaction is the number one focus of Harmony. In order
to meet the needs of the customers, the employees must be willing to help and educate
them. Employees should be able to answer any questions the employees might have
and be willing to do as much as they can to make sure the employee is satisfied with the
product and feel as if they are the number one concern. Employees are expected to be
courteous, polite, and as helpful as possible to the customer.
COMMUNITY: Harmony sells clothing that have a carefree/ hippie feel. Therefore,
Harmony finds it appropriate and important to give back to the community by donating
to an eco friendly charity. The charity of choice is the World Wildlife Fund whose
mission is, “protecting natural areas and wild populations of plants and animals,
including endangered species; promoting sustainable approaches to the use of
renewable natural resources; and promoting more efficient use of resources and energy
and the maximum reduction of pollution. (WWF mission statement)” Harmony also
encourages all employees to give back to not only this charity but also any other charity
that benefits the community and to also live an eco-friendly life.
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26. POSITIONING
Unlike others stores such as Forever 21, H&M and free people, Harmony prides itself
on being eco-friendly with quality clothing and great customer service on top of the fact
that it is a fast fashion retail store. The benefits of going to Harmony verse its competition
is…
• Clothes will last longer because of better quality.
• Customer is aware of the fact that their money is helping an actual charity
• There are always associates available to ask questions and educate themselves
not only on Harmony but also on fashion in general.
• Name brand designers support the store and customer is able to get the
designer clothing at a much cheaper price.
• Harmony not only provides a specific clothing style but it also sells many basics
that can mix and match with any outfit.
• The atmosphere of the store is calm and soothing.
• Harmony’s number one goal is to satisfy the customer.
• Store is organized, neat, and easy to navigate
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27. • SOCIETAL AD
Eco Friendly?
Fashionable?
Why not both?
Shop at Harmony and 10% of your purchase
will go to the World Wildlife Fund.
Help the World, and look good doing it!
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28. MARKETING TEAM
• Sales Marketing Director: Pull together ideas from the creative team and the
financials. Make sure that the advertising is showing off the stores image and
buyers are up to date with what the creative team is doing.
• Advertising: work on advertising for stores throughout each season. Must
coordinate to get correct merchandise and promotions. Has to create
advertising for multiple channels: tv, print, internet, etc.
• Creative Directors: Help give ideas to both buyers and visual merchandisers.
• Visual Merchandising Director: Works on the entire store image. Will have to
continually update the mannequins within store as well as posters. Has to
create a calm ambiance within each store and set an atmosphere, which
represents that season’s particular clothing styles. The windows much also be
up to date for each store.
• Merchandise Managers: Make sure merchandise that is marketed to costumer
is in each store. Keep up with promotions that are advertised. Stay updated on
the trends.
• Buyers: project plans for merchandise and give advice to marketing about what
to expect.
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29. CONCLUSION
Overall, Harmony’s purpose is to bring harmony into women’s lives. This is
accomplished through the opening of new stores such as the NYC locations and
promotions. However, not only these strategies will gain customer loyalty, Harmony has to
make sure that they help the community, stay up on trends, and provide the best customer
service possible. It takes hard work from many sources such as the advertisements to the
visual merchandising team and even the cashier. Everyone must pull together to create the
free spirited Harmony image. Overall, the most important part of beginning the new stores
is knowing exactly who Harmony is trying to market to. Without a clear and
straightforward goal towards a specific group of women, Harmony will never succeed.
Furthermore, Harmony tries everyday to bring positivity into the lives of women through
great quality clothing and will continue to do so even until the store is international.
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