The document provides details on market research, line development, production, retailing, and promotion for a new women's clothing brand called Mariposa. It includes an analysis of the target market of women ages 21-28, research on fashion trends and competitor analysis. Plans are outlined for brand image development, prototype designs, product specifications, assortment, pricing, and a flagship store location. Promotional strategies involve a grand opening event and store design concepts are proposed. 5 and 10 year business plans are presented with the ultimate goal of expanding nationally and internationally.

2. Table of Contents
Market Research ……………………………………………………..……………………………………….…….....3
Women’s Market ………………………………………………………..………..……...………..……........4
Brand Extension . ………………………………………………..…………....………….………………….5
L Brands ……..…………………………………………………………..…………………………………....6
Sister Brand ..………………….……………………………………………….……………………………..6
Target Market Research ……………………………………………………………………………………………...7
Characteristics of Target Market …………………………………………………..….………………….8
Important Product Attributes .…… ……………………………………………….……………………..8
Our Competitor .………….……………………………………………….……………………….............,9
Brand Development ………………………………………………………………………………………………….10
Brand Profile ….………………….……………………………….………………………………………...11
Competitive Advantages ……….……………………………………….….……………………....……...11
Brand Image ….…………….………………………………………………………….……………………12
Brand Image Advertising …..……………………………………………………….…………………13-14
Line Development ……………………………………………………………….………………………....………..15
Selected Fashion Trends .…..……………………………………………….…………………………..…16
2015 Color Trends ………………………………………………………...…………………………....…..16
Other Trends .……………...……………………………………………………………........….......…17-18
Target Market Preferences .…………..………………………………………………………………......19
S/S 2015 Line Board .……..……………………………………………………....……………....…….…20
Prototypes …………....………………………………………………..………………….....…………..21-25
Product Specifications .……...……..………………………………………………....……………….26-27
Product Advertising ……………………………………………………………......….……….………28-29
Assortment Plan & Production …………………………………………………………………………………….30
Costing ………………....………………...………………………………………..………..............………31
Production Contractor ..……….……………………………………………….………...………………..31
Assortment Plan …………………………………………………………………………..………………...32
Pricing …..……………………………………………………..……………………………………………..33
Retailing .……………………………….……………………………………..………………………………………34
Retail Channels ..……………..……………………………………………………………………………..35
Target Market Preferences ..………..……………………………………………………………………..35
Flagship Store …..……………………………………………………..……………………………………36
Store Design Concept ……………………………………………………..….……………………………37
Store Design …………………………………………………………………..…………………………38-43
Promotion …..………………………………………………………………………………………………………...44
Grand Opening/ VIP Brunch ………………………………………………………..……………………45
Brunch Invite ………………………………………………………………………..………………………46
Store Email Sign-up ………………………………………………………………..………………………47
Email for Grand Opening ..……….……………………………………………….………………………47
Grand Opening Store Marketing ….………………………………………………………….....……… 48
Swag Bag for Grand Opening ..…………………….……………………………………………….…… 48
Outlook …...…………………………………………………………………………………………………………...49
Vision Statement ..……………..……………………………………………………………………………50
Business Plans …………………………………………………………………..…………………………..51
5 year plans …………………………………………………………………………..………………………51
10 year plans ………………………………………………………………………..……………………….51
Ultimate Goal ….…………………………………………………………………...………………………..51
Credits for Collaboration …...………………………………………………………………………………………52

3. Market
Research

4. Women’s Market
• The women's wear industry consists of
establishments that primarily sell new lines of
women’s, misses, and juniors apparel products
• Valued at $187 billion at the end of 2013,
accounting for 29.9% of the global market share
• Grew a total of 4% in 2013, predicted to experience
a 6% growth
• Focuses on ages of 18-35 with characteristics such
as higher education degrees, company ownership,
and less financial obligations
• Women ages 16 and up consume the highest
amount of apparel related products
• Globally, the women’s market accounts for roughly
twenty-eight trillion dollars in spending
• With steady statistics and growing rates such as
these the outlook on this market is very promising

5. Brand Extension
• Brand extension is defined as using an
established brand to increase sales for new
products in a different category.
• Allows larger brands to expand into different
product markets
• Failure rates of new products is almost 90%
• By branding a new product with a well-known
brand, the brand acts as a mental note to connect
with consumers consideration set and builds
brand equity
• Brand extension is important in the fashion
industry because it allows brands to reach
multiple target markets and appeal to new
customers in the ever-changing world

6. L Brands
• Founded by Leslie H. Wexner in 1963
• L Brands are world-renowned while also considered
household favorites
• The company currently has 5 existing brands
• We feel brand extension into an apparel company will be
beneficial to complete the brand family.
Creating a Sister
Brand
• Beneficial for Sales as well and opening up customer
loyalty to a new spin on apparel from L Brands.
• Already internationally recognized for their
accomplishments and has a strong foothold in the
lingerie and personal care industries
• Market would be very intrigued by a new sister brand
catering to apparel that goes with their product mix
• We would take component that The limited Store
considered shortcomings and redefine clothing for this
company

7. Target Market
Research

8. Characteristics of Target
Market
• Demographics: Women ages 21-28, bachelors degree,
Salary ranging from $10,000-$25,000, has a yearly
apparel expenditure of $200-$600.
• Psychographics: Does not have strong feelings towards
animal rights, sustainability, or social responsibilities
• Behavioristics: Price/quality ranked most important,
follows fashion trends, shops with purpose. Price
conscious, but not brand conscious. Prefers local stores,
online shopping, and non-local stores. Find promotions
through social media, emails, and mailers.
• Likes a clean environment, open layout, and a well-lit.
Important Product Attributes
• Intrinsic Attributes: Most values functionality and
aesthetic finish, then style and design.
• Prefers simple patterns with pop of color, inspect
garments for holes, snags, and crooked seams. Rarely
considers raw materials.
• Wants versatile clothing that is durable.
• Extrinsic: Most important is fit and wear life, wants fitted
flattering clothing, machine washable. No preference on
country of origin or packaging, relates quality to brand
image.
• Willing to spend $30-$40 on tops, $60-$80 on pants,
and more on classic garments.

9. Our Competitor
• H&M
• Targets women ages 18-45, as well as men and
children
• Fashion forward, brand image is inspiring,
sustainable, basic, and modern.
• Moderate pricing
• Strengths include style and design, price and
color/prints
• Weaknesses include durability, quality of raw
materials, and construction.

10. Brand
Development

11. Brand Profile
• Mariposa
• Product category
§ Dresses
o Blouses
o Separates
o Suits
• Fashionability:
§ Trendy Separates
o Classic Staple Pieces
• Market Level:
o Moderate
Competitive Advantages Over H&M
• Higher Quality
• Advanced Durability
• Quality Raw Materials
• Stronger Craftsmanship

12. Brand Image

13. Brand Image
Advertising

14. Advertising Continued

15. Line
Development

16. Selected Fashion
Trends
– Colors
– Marsala
– Toasted Almond
– Scuba Blue
– Tangerine
– Custard
– Lucite Green
– Patterns
– Florals
– Gingham
– Fabrics
– Sheers
– Denim
– Lace
– Silhouette
– 70s inspired
2015 Color Trends

19. Target Market
Preferences

20. S/S 2015 Line Board

21. Prototypes

26. Product
Specifications

27. Product
Specifications

28. Product Advertising

30. Assortment
Plan &
Production

31. Costing
• The Small Business Administration will be providing Mariposa
with a 7a Small Business Administration Loan in the amount of
$233,611.00 for our seed money.
• $233,611.00 is the average amount borrowed for the start-up of
small businesses.
• To qualify for this loan a business must operate for profit and be
considered small by definition by SBA
• Must also demonstrate a need for the loan
• Must also be engaged or have intentions to do business in the
United States
Production Contractor
• Indie Source will be producing all of Mariposa’s apparel
• They are located in Los Angeles, CA
– Indie Source offers full package production, a full launch
package for $8,750 includes fabric/trim sourcing, 10 custom
patterns, 10 customs samples with 2 fittings.
– Minimum Order: 1,500 units
– Lead Time: 3-6 weeks
– Production as well as other core activities
• Indie Source was chosen because of short lead time and offers
both domestic and international manufacturing, and package
deal catering to a new start-up company

32. Assortment Plan

33. Pricing

34. Retailing

35. Retail Channels
• Physical Local Store
– 16th
street Mall Denver, Colorado
• Online store
– Convenience, wider selection
Target Market
Preferences
• Store environment
– Clean
– Open
– Bright Lighting
– Outfit displays throughout store
– Free flowing

36. Flagship Store
• 16th
Street Mall in Denver, Colorado
• New York Times ranked #1 destination for recent grads

37. Designer Concept
Statement
Mariposa brand is based around the idea of fully capturing the
watercolor butterfly. Their brand represents young woman moving
into the professional world and preparing themselves for that
transition. As the butterfly also goes through these life transitions
the store represents this aspect through the design using zones,
materials, flow and the circulation pattern. These forms are
influenced by the curvature in the circular

44. Promotion

45. Grand Opening/
V.I.P Brunch
• Purpose: Product Advertising
• Communication tool: emails, V.I.P invites, social
media, in store marketing, Pandora advertising
• Action plan:
– V.I.P. Brunch
– Celebrities and Fashion Bloggers
– Open House Trunk Show
– Open to Public
– Tiered sales offers
– First 100 customers receive a free swag bag
including tumbler, 30% off for future visit,
and pen

46. Brunch Invite

47. Email Sign Up
Email to public about Grand Opening

48. In-Store Marketing for Grand
Opening Party
Swag bag will be given to first customers at event.
Mariposa

49. Outlook

50. Vision Statement
Our vision is to instill confidence and empower young
women to reach their goals and full potential. Mariposa’s top
priorities are to send our customers into the world with their
best foot forward and look and feel their very best. We pride
ourselves on the quality of our classic pieces and the variety
of trendy separates that create a fashion forward, semi-
professional wardrobe.
Mariposa’s collections are affordable and reasonably
priced for the quality of the clothing offered. We are able to
keep up with the fashion demand that our customers want
along the staple wardrobe pieces she needs. Mariposa fits
seamlessly into our customer’s lifestyle, giving her the
confidence to take on any challenge in her life while looking
put together, fashion forward, and lively.

51. Business Plans
• 5-year plans
– Expand products
– Hand Bags
– Shoes
– Accessories
– Develop licensing agreements for non-apparel products
– Host semi-annual sales in sync with L Brands subsidiaries
– Develop store credit card
• 10-year plans
– Open second location
– Boulder, Colorado
– Open online store internationally
– Expand product depth
– Carry sizes 00-20
– Develop a “boutique line”
– Internship program
Ultimate Goal
• Open locations at all major cities across the U.S
• Open locations internationally
• Create our own charitable organization
– Offering free services to help young female professionals
with job placements, career building workshops, and
educational scholarships
– Annual Charity Fashion show / Silent auction to raise
scholarship funds