Tag Archives: lingerie

Businnes Plan

Lingerie Shop Business Plan


Lingerie Shop Business Plan


clair de lune (moonlight in French), is a new, European influenced lingerie boutique that will provide high quality lingerie in a wide array of sizes and styles with exceptional customer service. The 1,300-square-foot store will be situated in Hawthorne Plaza in Southern Johnson County in Kansas. It is surrounded by upscale retailers and high traffic counts.

Competition:

Kansas City’s intimate apparel market is smaller than other markets. There are discount and mass merchandisers that sell lower quality brands. There are department stores that carry better brands but offer smaller sizes and less customer service. 10 Victoria’s Secret stores cater to 18-34 year olds with inconsistent quality products and poorly trained staff. There are not lingerie boutiques that cater to the higher income areas of south Johnson County in Kansas or south Kansas City in Missouri.

Market Potential:

Based on spending patterns in lingerie, Sections 4.1 & 4.2 of the business plan identify three key target groups. These three target groups are:

  1. Women aged 25-59 have a household income of $75K+
  2. Women 18-24
  3. Brides

Claire de lune has identified a common psychographic component in all three groups: the Intimate Clothing Enthusiasts (IAE). An IAE woman is someone who is passionate about her lingerie enough to want to shop in a specialty store and not at Wal-Mart.

Within a radius radius of five miles of our store, there are many potential customers that fit these criteria. This attracts Hawthorne Plaza buyers for impulse purchases and a fifteen-mile radius for destination traffic. See section 4.1.


Unique Selling Proposition:

One column in ‘#8220’ Dear Abby referred to a bra shopper who was desperate for a bra. She complained that if a woman is a 32-A, and doesn&#8217t really need a bra, she can have her choice of black, beige navy, shocking pink and yellow, as well plaids, leopard prints, polka dots, and white. If a woman is 42-D or more and needs a bra all day, she can choose from ‘#8211’ white.

Claire de lune will solve the woman’s dilemma. They offer a wide range in styles and sizes that are not available elsewhere in Kansas City. Claire de lune sells lingerie in a variety of prices, from moderately to very expensive. These lingerie lines are well-known for high quality silks, fine laces and excellent craftsmanship. By educating the Victoria&#8217’s Secret shopper on the superior quality, durability, construction, and fit of the product, we will be able up-sell them to a better quality product. A full description of clair de lune’s product offerings can be found in Sections 3.1 and 5.1.

clair-de-lune’s highly skilled personnel will get the customer&#8217’s individual needs into consideration and offer personalized bra fittings as well as other special services. See Section 5.1.


Vision and Leadership:

Terry Levine, sole owner of the company, brings more than 20 years’ experience in marketing and advertising. This knowledge will be invaluable in helping to analyse customer and market potentials and in developing a strong marketing plan. She is a skilled media strategist and has an excellent grasp of numbers. She will use her negotiation and relationship building skills to help clients and vendors. She is an expert in cost control and has a natural knack for analyzing the bottom line.

Terry will be supported in her inventory management decisions with the help of Susan Nethero, the owner of Intimacy, Atlanta’s award-winning lingerie shop. She will also serve as a consultant on start-up inventory and other operational issues. Her status as an icon in her field is well-known by both vendors and customers.


Financial Projections:

Clar de lune is expecting to generate $439,000. It also has ambitious growth projections of 15% and 17% for the second and third years. These are fueled by aggressive marketing and expanded product lines.

The store is expected become profitable within the second year.

1.1 Objectives

  1. The goal is to create a shopping atmosphere where men (and women) can feel at ease, pampered, and stimulated by the large selection of options that are available.
  2. Superior customer service is essential to encourage word-of-mouth referrals and repeat sales.
    • To give each customer personal attention.
    • To have 50% of all customers returning within six (6)months of their first purchase.
  3. To be included in the consideration for all IAE purchases in south Kansas City and Johnson County before the end of year 2.
  4. To make Clar de lune by the end year one the top destination for bridal lingerie.
  5. To have first year gross sales of $425,000.
  6. To increase the business by 15% over the next two years.

1.2 Mission

claire de lune specializes in specialty lingerie and offers sizes, labels and styles that are not currently available in Kansas City. It fills the gap between Victoria’s Secret and department stores.

Our mission is simple: to offer the discerning lingerie shopper what she wants, whether it is fit, comfort or style. We do this in a fun, exciting and satisfying environment.

We want to connect with the Intimate Aparel Enthusiasts, (IAE) in a way that creates the impression that clair de lune feels like “my lingerie boutique”.

1.3 Keys for Success

  1. Provide high-quality products with cutting-edge designs that aren’t available in other Kansas City markets.
  2. Locate a store in a location that is highly visible and attracts impulse buyers. It is located in a well-known, easily accessible location and caters to women’s apparel, bridal, and other specialties.
  3. Understand clair de lune’s target customer to ensure that the correct product mix is available to meet their needs.
  4. Offer a wide range of sizes, including larger sizes for those who are growing plus sizes.
  5. Provide superior customer service and personal attention to encourage word-of-mouth referrals and increase repeat business.
  6. Continuously monitor inventory levels, and make adjustments as needed.
  7. Educate and advise customers on proper fitting and the quality/value relationship of some of the higher priced (likely European) brands.
  8. Customers will not be intimidated by higher-priced offerings if you offer a range of prices.
  9. To increase impulse sales, change in-store and windows displays often to create the impression that there is always something at claire de lune.

Businnes Plan

Lingerie Retail Clothing Store Business Plan


Lingerie Retail Clothing Store Business Plan



Introduction

This plan details the financial and promotion plans for Bravo Intimates. It will be located in downtown Royal Oak. This exciting endeavor will bring a needed women’s intimate apparel store to the metro area, expanding the second year to include mastectomy products. No major mastectomy store is available in the metro to serve this customer. Bravo Intimates hopes to be the most prominent regional market player by actively supporting women’s groups and community organizations. We also envision Bravo Intimates being able to connect events to in-store promotions. Our ultimate goal, to become the best intimate apparel and swimwear shop in Michigan, fitting every customer with a stylish bra or swimsuit that enhances her figure, is our ultimate goal.

A portion of all profits will be placed in an account to fund purchase our own building, tentatively scheduled for year four.


The Company

Bravo’s experienced, professional and knowledgeable management team has more than 35 years of combined experience. We have all aspects of the business covered with each member of our team working in their respective areas of expertise.

Rebecca Fall will serve as the owner/operator with 55% equity and be responsible for customer sales, buying and fittings.

Lucille Winters will be: Co-owner with 26% ownership and will act as merchandising consultant, employee training and part-time sales.

Deborah Summers is a co-owner with 19% ownership. She will serve as the Operation Manager and be responsible for receivables and inventory control.

The store will be in Royal Oak’s downtown shopping district. South Washington street is the most upscale street in town. The space is 2,000 (10 x 200) square feet.


Products

We will only sell brands that we feel meet our standards for quality and fit. Our customers will soon be introduced to new brands.

Bravo will stock quality American and European products such as Rigby & Peller and Prima Donna. Our specialty is bra fitting for full-figured women. Bras/intimate wear will make up the majority of our merchandise. Swimwear, nightwear/At-home-wear and hosiery will follow.

Bravo will continue to grow in the following categories as it reaches its goals for sales and profitability: bra/intimate apparel and swimwear and accessories; nightwear and at-home-wear; and hosiery.


The Market

The women&#8217’s total intimate apparel market, or innerwear market, grew by 10% during the last three years, reaching $11.8 billion. This period saw strong growth across all product categories, with Bras (17%) as well as Bottoms (12%) seeing the highest growth. Since 2008, consumers have been more aware of the importance of fitting bras correctly. For the past five years, many independent stores have seen double-digit sales growths. This is due in part to two factors. One, the clothing industry features more skin-revealing fashions that require speciality base garments. Two, fashion column writers emphasize the importance for bra fittings and mention the local specialty stores.

Bravo Intimates and Bravo Intimates accounted for $304 million of $10,702million in total sales. They also accounted for $341 millions of $11,797million of the intimate clothing market. With $914 million in revenue last year, direct mail merchants accounted for the largest share of market share. The majority of this increase was due Internet sales.

Based on the potential customers in the Royal Oak region, we have calculated that there are 94,201. This strongly suggests that there is a significant market void. This is why we believe there is a market niche for an intimate apparel shop that can cater to the needs and wants of all Tri-county ladies.


Financial Projections

These are Bravo Intimates&#8217’s financial goals

  • to achieve a net profit margin of over 7% the second year of operation and 15% the third.
  • A net profit of over $100,000 in the third year and $41,000 in the second year.

For such numbers, we need to raise approximately $196,000 for start-up, which includes $80,000 for initial inventory.

To make the first year’s payments as flexible and affordable as possible, we will be looking for a five-year loan with National City Bank in Royal Oak.

1.1 Objectives

  • To establish a point-of-entry shop for top lingerie and swimwear.

  • To have the largest market share for specialty foundation garments in the region.

  • To support women’s and community groups, connect events with in-store promotions.

  • To achieve a net profit margin exceeding 7% in the second year and 15% in the third.

  • To make a net profit in excess of $100,000 in the third and fourth years.

1.2 Mission

To be the top swimwear and intimate apparel store in Michigan. Every customer is fitted in a bra or swimsuit that gives her support and shapes, enhancing her overall silhouette.

1.3 Keys for Success

For the intimate apparel industry to thrive, we need to:

  • A variety of foundations are available in different sizes, styles, and colors from quality brands.

  • Carry fashion and basic brands that are a point of difference from our competitors.

  • Help our customers to be fitted and have a wardrobe of foundations that will suit a variety fashion needs.

  • Continuously evaluate our sales and adjust inventory levels as necessary.

  • Provide customers with excellent customer service in a positive body image atmosphere.

  • Advertise in areas where potential customers can learn more about us and our services.

  • Stay up to date with technology and the latest brands.

  • You can choose from a range of prices because women come in different sizes, shapes, and economic classes. The average price point is in the middle.