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Fashion marketing project for proposed lingerie boutique
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By
Alia
Raf
iq
Lipstick Revolver
{Lingerie Boutique}
7419 Valencia St. Lipstickrevolver.com
415.240.2424
Evolve in to a woman of the Lipstick Revolution
withlingerie that makes a mark
on your life.LIPSTICK REVOLVER
Stationary Stationary & &
Business CardBusiness Card
Lipstick Revolver will collaborate with local San Francisco designers to provide
merchandise that is not outlandishly unaffordable, yet makes a unique
statement and can be found exclusively at this location. Manufacturing will be done in
USA so that production can be managed smoothly and orders can be processed
more efficiently, and more cost efficient.
Core Concept Core Concept ofof Lipstick RevolverLipstick Revolver
CustomerCustomer•Age 20-45
•Interested in Music, Art, & Fashion
•Unique individuals
•Interested in purchasing non-generic items •Upper price range
•Student or working individual •Frequents Valencia/Mission district for shopping
Store SpecialtiesStore Specialties
• Lipstick Revolver’s location provides an ideal location to feature local artists work within the store. Every month would feature a new artist.
• Lolita inspired heart shaped lollipops would be offered to shoppers.
• Store would feature up and coming designers work.
InspirationInspiration
Color StoryStory
Merchandise:
• Underwear •Bras •Corsets •Slips •Teddies•Onesie’s
•Cami Sets •Babydolls•Stockings •Garters• Lipstick •Candles
Merchandise
Merchandise
Merchandise Tags
Store LayoutStore LayoutInviting yet pushing the
envelope, Lipstick Revolver is the perfect
balance between naughty & nice
Lipstick
Revolver
1. Agent Provocateur
2. Belle Cose
3. Candy Kitchen
•Very trendy boutique
•Worldwide locations
•Features perfume, candles
•Broad appeal with high price
•Unique merchandise
•Boutique atmosphere
•Both unrecognizable and brand name merchandise
•Mid price point
•Also featured jewelry, and clothing
•Older clientele
•Attached to men’s boutique, Molte Cose
“Treat yourself to lingerie that is sweeter than cotton candy and worth every bite”
• Brand recognition• Nearby location-Mission District• Often features coupon discounts via site• Mid price point• Charming concept
Vendors
Vendors
• Mary Green Mary Green Lingerie– http://www.marygreen.com
• Urban Fox Urban Fox Lingerie– http://urbanfoxeco.com
• PorcelynnePorcelynne Lingerie by independent designer Jennifer Lynne– http://www.porcelynne.com
“[Jennifer creates] hand-made, one-of-a-kind pieces and art articulated into clothing” SF Station
• Corsetry provided by Dark GardenDark Garden– http://www.darkgarden.com
“All work on corsets and couture garments---from design concept through to garment completion---is done at the San Francisco Hayes Valley shop”
• Vintage selection provided by Dollhouse BettieDollhouse Bettie– http://www.dollhousebettie.com
“Located in San Francisco is the perfect gift for any burlesque fan” –The Examiner
• TusheTushe by Simeon Dacumos– http://simeondacumos.com
“It takes only one glimpse of Simeon Dacumos Lingerie to know that out there is a man that knows how a woman should look in her undies”-thequestforit.com
• DolfleshDolflesh clothing by Louise Black– http://www.dollflesh.com
Market Segmentation Market Segmentation for Consumer
• GeographicGeographic– San Francisco, CA Valencia St. 94110, urban
• DemographicDemographic– Female, age 20-45, income $15,000-30,000, full time
student or employment, college educated, broad range of race, religion, and nationality
• PsychographicPsychographic– Middle class, compulsive buyer, strong passion in art
• BehavioralBehavioral– Loyal, enthusiastic customer, appreciates quality and design
San Francisco Mission DistrictSan Francisco Mission District 9411094110
*Keep in mind, the mission district is becoming an extremely popular destination. Profitability would increase with the widespread range of customers that are attracted to the hustle and bustle of this particular district, especially Valencia St.
Lingerie Lingerie Business Business
FactsFacts
SWOTSWOT• Strength
– Unique concept and store atmosphere, ideal location for target customer and conceptual structure, broad range of merchandise that is not limited to underwear, customer satisfaction guarantee
• Weakness– Since Lipstick Revolver features less well-known labels and focuses on unique
garments, turnover rate may not be as fast and promotion will have be that much stronger, price point will have to work with the area and be manageable yet not too low
• Opportunities– Lack of similar store, strong busy location that is the ideal district for word of mouth
advertisement
• Threats– The strongest threats in San Francisco would be other boutique style lingerie stores
(such as on Fillmore & Polk st.) that would offer a similar ambiance and quality that Lipstick Revolver exudes
PricePrice
Lipstick Revolver wants to cater to the customer’s needs. Not only do we want to provide unique and quality merchandise, but at a price the is affordable for the average consumer. Not
only is it important that we consider the most cost efficient ways of manufacturing and sourcing our
merchandise, but our prices and location work to our benefit, considering the heavy traffic of daily shoppers.
Lipstick Revolver wants to cater to the customer’s needs. Not only do we want to provide unique and quality merchandise, but at a price the is affordable for the average consumer. Not
only is it important that we consider the most cost efficient ways of manufacturing and sourcing our
merchandise, but our prices and location work to our benefit, considering the heavy traffic of daily shoppers.
ProductProduct
PlacementPlacement
Sourcing for Lipstick Revolver would be done locally. All garments would be made in the United States. San Francisco designers would be featured as well, making it easier to connect directly to both design and development sources. We want to focus on efficiency and the most practical sourcing.
PromotionPromotion
From e-commerce to promotions via Facebook and Twitter as well as in store events, Lipstick Revolver creates an entire experience for the
customer. Meet and greets with the up and coming designers and opportunities to create your own customized lingerie help to create a
bonding experience between shoppers and help develop strong customer service. Editorial
credits also would be provided in magazine spreads helping to spread the buzz.
Executive Executive SummarySummary“Lipstick Revolver is a Lingerie
Boutique. We welcome our customer’s to join a revolutionary movement the design of lingerie and offer a unique
product and overall image. Located in the every trendy San Francisco Mission district, we are able to attract the right clientele and coincide our edgy image
with the appropriate environment. From shopping experience to design we want to offer nothing but the best. Not only is Lipstick Revolver designed to feature up and coming local designers but you will
leave the store feeling like you have something that has been created
especially for you as a customer. Not only are we focused on creating on
capturing the naughty and nice aesthetic in both an ambiance and design concept,
but we have created something exclusive. By delving in to the right
target market, we were able to create something that catered directly the both
the marketplace as well as the target customer.”
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