New Fashion Boutique

A Summer Internship ProjectSUBMITTED FOR THE PARTIAL

FULFILMENT OFTHE REQUIREMENT FOR THE AWARD

OFMaster of Business Administration

SUBMITTED BYStudent NameSweta Pugalia

UNDER GUIDANCE Faculty Guide

Aditi DuttInternational Institute of Fashion

DesigningAnnamalai UniversityYear of Submission

2010-2011

Acknowledgement

This report bears the imprint of many people and without their support it would have not existed. First of all I would like to express my sincere indebtedness and profound gratitude to my parents whose support in all manners had made me capable to complete this project.I acknowledge my deepest thanks to Mr. Awtar Singh (Mall Manager, Jaipur Central) and Mrs. Sweta Pugalia (Sr. Visual Merchandiser, Jaipur Central) for giving me the wonderful opportunity to work with the renowned Future Group. I sincerely thank to my project guide Aditi Dutt, Head of the department, INIFD, college, Jaipur for guidance and encouragement in carrying out this project. At the outset I would like to put on record my sincere gratitude to all the members at Jaipur Central for their cooperation.

CertificationThis to certify that the project title

“HIGH FASHION BOUTIQUE done by Jaipur Central on VISUAL MERCHANDISING”Submitted in partial fulfillment for the award of MBA in design management was carried out by Sweta pugaliaunder my guidance.Name of faculty Signature of facultyAditi Dutt

FASHION BOUTIQUE

Rush…

Rush…

Rush…

STARTS NOW

HAUTE FASHION’S LAYOUT

Welcome to HAUTE a passion

HAUTE

HAUTE

HAUTE

Welcome to HAUTE a passion

HAUTE FASHION’S

Welcome to HAUTE a passion

HAUTE FASHION’S

Welcome to HAUTE a passion

Welcome to HAUTE a passion

WELCOME TO HAUTE FASHION’S Our boutique Haute has a free-flow layout.

The meaning of haute is “fashionably elegant”, so this is what we tried to convey in our presentation.

Being a boutique, we do not carry a huge selection of items in multiple sizes. We only receive a few sizes of each item we sell; therefore we do not need a huge space to store our excess merchandise. Everything we receive is priced, then immediately placed on the floor.

WELCOME TO HAUTE FASHION’S We want every customer to feel

special when they walk in the door. Being a small and open store allows us to be in direct contact with all of our customers all the time. The free-flow floor layout creates intimacy for the customer. The customer always feels like he/she is the most important person in the room, and this is one of our goals for our customers.

WELCOME TO HAUTE FASHION’S Having only a few fixtures in our free-flow

layout allows the customer to understand that our focus is on the quality of clothing that we sell, not the quantity. Every item in our store is something that we personally chose to sell; therefore we honestly do love everything in our store and want our customers to feel the same way. At Haute, our store layout is designed specifically to be known as the fashionable, chic, and fun place to shop.

Elements used in HAUTE FASHION’S

Allocating Space

Types of space needed:

1. Back room2. Office and other functional spaces3. Aisles, services areas, and other nonsellingareas of the main sales floor4. Wall merchandise space5. Floor merchandise space

Merchandise Presentation Planning

Methods of Merchandise Presentation we use

1. Shelving2. Hanging3. Pegging4. Folding5. Stacking6. Dumping

FLOOR FIXTURE ALIGNMENT

HAUTE FASHION’S

Merchandise Presentation Planning

Psychological Factors to Consider WhenMerchandising Stores

1. Value/fashion image2. Angles and sightlines3. Vertical color blocking

Store Layout ConsiderationsHigh margin items should be placed in high trafficareas.High demand items should be placed in low trafficareas.Complementary items should be placed near each other.Seasonal needs should be considered.Items needing frequent restocking should be placed nearstorerooms or cash registers.Larger departments should be placed in lower trafficareas.Shopping behavior and operational considerationsshould be recognized.

Store Design

1. Storefront Design2. Interior Design3. Lighting Design4. Sounds and Smells: Total SensoryMarketing

Interior DesignHigh Class , frills flooring combinedwith the fine quality fixtures and use of glass allover help to convey the High Fashion’s image .

Signs and Lighting

Signs and graphics provide informationand can add personality, beauty, andromance to a store’s imageGood lighting should do more thanilluminate space. It can highlightmerchandise, sculpt space, and capture amood that enhances a store’s image.• Popping the Merchandise

Visual Communications

1. Name, Logo, and Retail Identity2. Institutional Signage3. Directional, Departmental, and CategorySignage4. Point-of-Sale (POS) Signage5. Lifestyle Graphics

Our StrengthPassionCommunicationTeam Player

Our most important strength will have to be passion. We absolutely strive to somehow be apart of the fashion industry. We love fashion and just have a passion to create something of our own.

Communication is another strength because we have always been able to express our self easily.

As a team player We are a great listener and am open to all ideas.

Our Goals Since our interest is in the visual aspect of

retail, we have been involved in many projects centered around the visual aspect of the business, such as window and interior displays, designing website, and sending promotional emails.

Our biggest passion is to one day become a fashion/personal stylist . We would love to later become a stylist and work with people and companies to make them look great!

Mission To provide women with a boutique that offers a comfortable

and approachable environment

To showcase quality, well-constructed fashions from prominent and cutting-edge designers

To offer a variety of beautiful and high-end fashion accessories

To help women learn what clothing and styles go best with their unique personalities

To generate buzz and sales through top-notch exclusive services

Keys to Success Having a good location in a high-shopping

area

Quality product and good relationships with vendors

Outstanding customer service

Objectives To turn inventory five times and generate $800

in sales per square foot

To maintain profit margins at 15-20% through close attention to expenses and cost of goods sold

To drive awareness and build sales through mentions in both local print and the nation's top fashion magazines

Clothing for stylish women

carry Ready-to-Wear (RTW) designer and casual/contemporary apparel & accessories for women

Unique & innovative We provide services such as Style Assessments,

alterations, personal shopping, and special ordering to customers during store hours and by personal appointments. Style Concierges who are trained within the image industry will be available to customers on a daily basis. Haute is innovative Style Assessments and educational emphasis in helping women develop their personal styles will enhance our reputation as a truly unique boutique

Getting the word out Haute will generate awareness and sales by

utilizing PR tactics and the referral networks of personal stylists. Additionally, Haute will meet our customers where they are, focusing on how women approach shopping by obtaining mentions and reviews in the top fashion publications, travel guides and local papers.

Management

Haute has gathered the expertise to complement and grow the business. Our advisory team holds expertise in retail accounting, retail merchandising, legal contracts, fashion and design. A detailed project plan has been created and all tasks are on schedule. Buying for the Fall/Winter season was completed in April, and store design and marketing elements are currently being finalized.

Exclusive Personal Services

Personality Style Assessment Full and Self-ServiceI. "What's New" BulletinII. Coterie Clothing TagsIII.Style Concierges

Exclusive Personal Services

Personality Style Assessment

The Style Assessment is a one-page quiz based on the highly regarded Ennegram that helps a woman determine the appropriate styles for her personality. The assessment helps a customer define her personality by providing her style words (e.g. engaging, romantic, modern) to choose from along with tips on what clothing works well for her style personality. Style Icons are also provided to help her visualize the appropriate look. There is normally a small fee for the assessment

Cont. There is normally a small fee for the

assessment, but customers are able to take the Style Assessment for free at the Style Studio when they make cumulative purchases of $250. After each customer completes the quiz in the studio section of the boutique, she will receive a laminated HAUTE wallet card to carry around as a shopping reminder that lists her style personality type, style words, style icons and clothing styles appropriate for her.

Exclusive Personal ServicesFull and Self-Service.

I. "What's New" Bulletin.

"What's New" Bulletin. Behind the cash wrap area there will be a bulletin board that is frequently updated and that lists and displays the following details:

Exclusive Personal Services.Full and Self-Service.

i. "What's New" Bulletin

ii. How to Wear

This will show how to wear a particular item for work, weekend and going out

Exclusive Personal Services.Full and Self-Service.

i. "What's New" Bulletin

ii. How to Wear

iii. Coming Soon

This will feature items coming into the boutique soon

Exclusive Personal Services.Full and Self-Service.

I. "What's New" Bulletin

i. How to Wear

ii. Coming Soon

iii. Services

This will list all the additional style services that Haute offers .

Exclusive Personal Services. Full and Self-Service.I. "What's New" Bulletini. How to Wearii. Coming Sooniii. Services II.Coterie Clothing Tags

Exclusive Personal Services.Full and Self-Service.

I. "What's New" Bulletin

i. How to Wear

ii. Coming Soon

iii. Services

II.Coterie Clothing Tags

Each clothing tag will have the corresponding Style Personality numbers listed to help customers determine which pieces are best for them

Exclusive Personal Services.Full and Self-Service.

I. "What's New" Bulletin

i. How to Wear

ii. Coming Soon

iii. Services

II.Coterie Clothing Tags

III. Style Concierges

Haute believes in bringing the best service to our customers. As such, all sales associates are called Style Concierges. Our Style Concierges will be trained and participating members of the Association of Image Consultants International. They will be available to assist customers with their Style Assessments, wardrobe planning, special orders and personal shopping. If a customer is pressed for time, she simply calls Haute to set up an appointment and there will be someone there to greet and assist her beyond normal business hours.

Market Analysis Summary

According to Women's Wear Daily, luxury firms forecast a strong 2004, particularly for accessories and footwear. However, the strong Euro and slowdown in wealth creation are big concerns and managing a balanced quality-price ratio is the key to success for luxury retailers.

"Fashion is a requirement for those who are high in their success." -Luxury Consumer

In the luxury market, luxury consumers (defined as "affluents"

Fashion’s Introduction plan

FASHION

SHOW

STYLE STATEMENT OF HAUTE FASHION’S

DISPLAY FOR RAINY SEASON

AUTUMN WINTER COLLECTION

MERRY CHRISTMAS WINDOW DISPLAY

DISPLAY FOR VALENTINE”S DAY

VALENTINE’S DAY

Where to Shop

Has reasonable prices Treats customers with respect Carries quality merchandise Doesn't pressure me to buy anything Convenient store hours Handles merchandise returns fairly I can always find what I want Carries a wide variety of items (e.g. colors, sizes) Has outstanding customer service Makes it quick and easy to shop

Target Market Segment Strategy Neighborhood Storefront Friends &

Customers (word of mouth and email) Personal shoppers and stylists Women's Fashion Magazines articles and reviews such as W, Lucky, Marie Claire and Vogue Local press mentions & ads Travel and shopping books and websites

Target Market Segment Strategy.I. The

Primary Customer .

II. Customer needs, expectations and buying patterns .

The primary Haute customer is a professional woman with a household income over $100K. Her main characteristics are listed below:

i. Demographicsii. Psychographicsiii. Leisure Activitiesiv. Clothes Shopping

Behaviors

The Primary Customer .

i. Demographics

Professional woman (ages 30-55)

Household income over $100,00

College-educated Lives in a higher-income

in neighborhood

The Primary Customer .

ii.

Psychographics

Looks for bargains (seasonal fashion) but willing to spend money on quality, core items.

Would like more time or help in understanding what clothing is right for her.

She wants to look her best because she wants to feel good about herself as well as make a good impression at her job.

The Primary Customer .

iii.

Leisure Activities

Listens to NPR. Supports the Arts. Reads Vogue, New Yorker, Bon

Apetit, Lucky. Watches Bravo, BBC, HBO. Internet savvy. Travels, owns a passport. She enjoys eating out as well as

taking time for herself at the spa or getting a mani-pedi.

The Primary Customer .

iv.

Clothes Shopping Behaviors

Spends over $2,500 for clothes each year.

Shops at Boutiques, Nordstroms, and Banana Republic.

Wears a size 6, 8, or 10Buys mostly tops and pants.

Looks for classic, basic items each season, with 1-2 trendy items.

She cares about how she presents herself, enjoys fashion, and looks for quality over quantity

Target Market Segment Strategy.

II.

Customer needs, expectations and buying patterns

The Haute customer loves to shop and enjoys going to boutiques. She is knowledgeable about designer fashions and tends to shop for seasonal wardrobes twice a year plus picks up various fashion and basic pieces throughout the year.

Many times she shops to "browse." By offering fashionable accessories and wardrobe organization items, Houte will be able to grab a larger share of her wardrobe budget

Target Market Segment Strategy.

II.

Customer needs, expectations and buying patterns

. She is used to coming into the store and browsing through the clothing items and trying on what interests her. She expects a warm and comfortable environment and nice dressing rooms. She enjoys being left alone but also enjoys the special touches of personal shopping assistance and having the ability to special order items. She wants fun and catered shopping events in the evening and also enjoys receiving special notices on sales and participating in trunk shows to garner more savings.