Ashley Short

FRM 110: Introduction to Retailing

Frogs and Fairies Boutique

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Ever since I had my daughter, I have dreamed about opening a children’s

boutique. I have always loved dressing her up in those cute little clothes. Therefore, my

business will be a children’s boutique for boys and girls ages birth to twelve. The

merchandise I would sell in my boutique would be clothing and accessories with a price

point of $20-$50. My boutique would also have a couture section, where there would be

various fabrics on display, and the child can consult with an employee an outfit they

would like especially for them. I would also have products that can be monogrammed

and personalized, since this is a current trend with children right now. The price point for

the couture and personalized items would range from $30-$100. I have chosen these

price points because my target market will be to middle and upper class families, and

this price point seems to be at a price range that this target would be able to afford,

while my store can still turn a profit.

The type of ownership I would have is a sole proprietorship. I chose this

ownership because I want to have complete control over my business. Also, I believe

that sometimes going into business with friends, a spouse, or a family member can

complicate, and sometimes even ruin, the relationship you have. Therefore, I think a

sole proprietorship would be the best choice for me.

The location I have chosen for my boutique will be in Wicker Park, which is a

village in Chicago. This village is pretty trendy, and has an urban feel to it. It has a prime

location, as it is located on the Chicago Transit System, therefore it would be easy for

people all over the city to come shop. Wicker Park also seems to be where a mix of

younger and older generations shops. The village hosts many independent stores, as

well as well-known shops, such as Club Monaco and Free People.

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Wicker Park is a well-established community; it has been a part of Chicago since

1837. Currently, an economic trend within the community is going green. The Wicker

Park Bucktown Chamber of Commerce has an initiative that is “10 Simple Steps”, which

is where they encourage businesses to become more economically friendly. Another

economic trend that could possibly be a problem at times is that sometimes the area

can see a lot of snow and cold temperatures in the winter. Therefore, traffic in the

boutique could be slow at times. Social trends for the area would be the generation of

people who live there, and the general income of the average family. The area does

have a lot of younger people, meaning age 20’s to early 40’s, who many do have

families. Also, it is a trendy area, where the people who live there want to be

fashionable. Fashion is really all over Chicago, which is another reason why I love the

area so much, and believe it would be a great place to open a store. I would want the

income of the families in the area be able to afford my product, which is why I chose my

price point where it is. Economically, it is well known that Illinois is a poor state, and

Chicago does have a lot of poverty. Living expenses can be outrageous depending on

where you are living. However, this is why I chose the Wicker Park village; the people

who live there have the disposable income to spend money on their fashion. If they

want to dress themselves up on trend, chances are they want their children to be on the

same fashion level as them. I know for myself, my daughter is always rocking a cute

outfit every day!

For my property, I would want it to be located on a main street in Wicker Park,

which would be either Milwaukee Avenue or Ashland Avenue. Both of these streets are

centrally located, and are stops along the transit train line and bus line. I would prefer to

at first lease my property for many reasons. First, I would not be responsible for many

issues that happen to the building, such as plumbing, damages to the outside of the

building, and other issues that are the responsibility of a landlord. Second, I would not

be committed to the location permanently; if I decided the location was not good, then I

could leave once my lease is over. Lastly, if my business did not have success, then I

would not be stuck with a huge loan from a bank for the property and have to worry

about selling it.

(“Wicker Park.”)

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For my store windows, I would want to do something similar to the Ralph Lauren

windows pictured above. I would incorporate the seasons and holidays of the year, and

style my merchandise to go along with the background and props. For example, in the

winter, I would use fluffy snow-like material on the floor of the window to create a winter

wonderland. I would use a sled as a prop, and hang a few large snowflakes in the

window. My mannequins would be of two little girls and two little boys, each wearing

stylish and modern clothing. This would appeal to my target market, which are

consumers from the city and suburbs and want their children to dress similarly to them.

This picture gives examples of the snow

and snowflakes I would want to use in

my store window display. I would want an

addition of two more mannequins for

boys.

(“Pinterest.)

For the displays in my store, I would want it to be upscale. I will have one main

window, which will have displays such as mentioned above. The inside will have rods

and face outs for in the walls. I will have some glass tables to lay clothes out, as well as

a couple of long dresser-style displays. I would have two mannequins on each dresser

table, one for boy merchandise and the other for girl merchandise. This would put my

total of mannequins in the store and windows of six all together. To display accessories,

I will have an armoire with baskets inside for the merchandise. I do not want too many

floor displays, as I do not want the store to be cluttered. I want the feel to be very calm,

modern and trendy. The colors of the interior will be ivory, light pink and light blue. The

vibe I am going for will be that it will seem as though you are in a nursery or small

child’s room. Around the store will be flowers, as well as various children’s toys.

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The store tables would look similar to these with glass tops, and armoire would be for

accessories.

These are the dressers I would use for the floor, but

would take out drawers and place shelving.

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Floor Plan of Store.

When it comes to shopping for children clothing, it is not very hard to find a

retailer. However, if you want quality clothing at a reasonable price, all while being

fashion-forward, one might have to search a little bit harder. This is where my new

boutique, Frogs and Fairies, comes in! Our new store will carry stylish clothing for little

boys and girls, as well as have a section where our little shoppers can design their own

outfits, with the help of one of our big fairies, and have their very own couture ensemble.

Along with clothing, Frogs and Fairies will also offer accessories, including but not

limited to, headbands, bows, shoes and bowties.

The target market for my business will be mothers and fathers of all races around

the ages of twenty-five to forty, who also have children from newborns to age twelve.

The parents will be middle class to upper class, all who are working professionals. My

target market are also trendy, artsy and chic; they want their children to be dressed in a

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similar fashion to themselves. Majority of my shoppers live either in the city, or the

surrounding communities.

What does the average Frogs and Fairies client do for fun? Our clientele like to

attend art shows, music festivals, go to the beach with the family on the weekend, and

go to various museums around the city. They like to get together with all their friends

and families, and host cookouts for everyone. These shoppers are very family oriented;

however they are also hard working professionals.

Frogs and Fairies will be located in a prime shopping location in the village of

Wicker Park, which is in Chicago, Illinois. The store front will be on Milwaukee Avenue,

which is the main stretch in this village, where many other retailers and businesses are

situated. The city of Chicago is known as being one of the best shopping locations in

the United States. According to Sperling’s Best Place, the 2010 population was

2,695,598 people living in Chicago. Of this population, about 33% are the ages of my

target market, which is twenty-five to forty years old. There are 1,030,076 households in

the city, and 568,856 of them are families; this comes out to about 55% of households

being families. The average family income for Chicago is $47,408. (“People in Chicago,

Illinois.”)

Pictured above are two examples of different store fronts in Wicker Park. My

store will have similar facades; I would like to do a mix between the old-building styles

mixed with new architecture as well. My windows will be bright and colorful, which will

invite my consumers in. I would incorporate the seasons and holidays with my displays,

along with various props and mannequins.

Currently, the unemployment rate in Chicago is 8.40%, which is higher than the

national unemployment rate, which is 6.30%. The State of Illinois has long been known

for their bad financial situations, with a lot of corruption going on in their government.

However, the future predictions look promising for Chicago; the jobs in the city are

expected to grow by 33.30%. Sales tax is a bit on the high side, with the city-wide tax

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being 9.25%; this rate does not seem to affect business. (“Economy in Chicago,

Illinois.”)

An economic trend currently in the village of Wicker Park is going green. The

Chamber of Commerce is offering an initiative for local business by giving them “10

Simple Steps”, which gives suggestions and tips on becoming more eco-friendly.

(“Going Green and Saving Money.”) Another economic trend which could affect

business is the unpredictable weather. Midwest weather can have hot summers, and

very cold winters with a lot of snow. This could cause unforeseen closures of the store if

the weather is bad enough in the winter. Social trends for the area would be the

generation of people who live there, and the general income of the average family. The

area does have a lot of younger people, meaning age 20’s to early 40’s, who many do

have families. Also, it is a trendy area, where the people who live there want to be

fashionable. Fashion is really all over Chicago, which is another reason why I love the

area so much, and believe it would be a great place to open a store. I would want the

income of the families in the area be able to afford my product, which is why I chose my

price point where it is.

The City of Chicago does offer various incentives for businesses. One example

of an incentive is funds that are offered to business that are improving current building,

as well new developments. Also, the city has numerous tax breaks and credits that can

accommodate many businesses. The City of Chicago also has deals with lenders that

can offer to businesses low interest rates. (“Incentive Programs.”)

Young Royal Couture is a local children’s store located in Wicker Park. Their

store offers bright and fun clothing for boys and girls. Sizes sold in their location are for

babies up to children at the age of eight. In addition to clothing, Young Royal Couture

also sells merchandise such as accessories, books, shoes and diaper bags. This

competitor has party packages for their clientele, where kids and their friends can have

makeovers, model on the runway and play various games. Their merchandise is also

sold online. (Young Royal Couture.)

Another trendy competitor is Psychobaby. This retailer offers clothing for babies

up to age six clothing for boys and girls. Psychobaby sells clothing, footwear, items for

kid’s rooms and other accessories. They also offer personalized merchandise, and have

a store online. (Psychobaby.)

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Job Descriptions

The highest position in my business is the Store Manager, who is also the owner

in our small business. The Store Manager would not be the owner if the business were

a larger retailer. One responsibility of the store manager is to oversee all employees;

overseeing includes, but is not limited to, training, disciplinary action, recruiting, and

scheduling. The Store Manager also prepares the annual budget and monitoring

financial situations. Another responsibility is to maintain store inventory. In addition to all

other responsibilities, the Store Manager is to maintain all operations within the

business.

Next on the Organizational Structure come two positions-Assistant Manager and

a Public Relations associate.

The Assistant Manager duties are similar to the Store Manager’s. Together, they

work closely to ensure the business is run properly. Assistant Managers are also

responsible for training and overseeing staff. Depending on size of the business, they

could also take on visual merchandising tasks as well. They help on the sales floor and

work along with the sales associates to obtain daily goals. The assistant manager is

knowledgeable about the products offered in store, and is able to educate the sales

Store Manager/Owner

Sales Associate Seamstress Key-Holder

Assistant Manager

Public Relations

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associates about merchandise. Also, they work with inventory and ensure that product

is on the sales floor, and able to relay what products are needed and what merchandise

is not selling.

The Public Relations associate would be responsible for the marketing of the

business. They write pieces to submit to journals that promote the business. Also, the

Public Relations associate would organize and execute special events for the business

to get them out in the public. This associate also networks with others in the industry to

expand business. They would be able to guide the business in the event of a crisis.

Finally, the Public Relations member would promote through social media and respond

to negative opinions. (Wynne.)

Finally, on the third tier of the Organizational Standards are Sales Associates, a

Seamstress, and Key-Holder.

Sales associates promote and sell merchandise to the consumers. First, they

greet the customers and welcome them to the store. They assist the consumers with

their shopping needs by helping them find outfits for events and finding sizes. The sales

associates process payment and update the customer database. Finally, they keep the

consumers informed about special offers and sales coming up.

A seamstress is not found in many businesses; however it is an essential

position for my particular boutique. Their role is to measure the customer and make

garments to fit them. For my business, the seamstress would allow for the child to pick

out the fabric they would like, consult with them to see what kind of outfit they would

like, and then create the garment. (Boling.)

The Key-Holder position is similar to the Assistant Manager position, with the

exception that the Key-Holder does not have any disciplinary responsibilities over other

staff. This position is for while the managers are gone, and they are able to perform all

operational duties. Also, the Key-Holder is able to assign staff to tasks, open and close

the store, and assist sales associates with other day-to-day duties. (Suttle.)

Job Specifications

To be qualified for the Store Manager, one must be able to be customer-oriented.

Also, they should be able to track budget expenses. This is an important part of running

a business, as you want to be making a profit for your business to thrive. The Store

Manager should be able to organize staffing; if they are not knowledgeable with staffing,

it could potentially cost the business money through overstaffing. They should be willing

to build relationships with other businesses. This can help get the word out about your

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business. Finally, the Store Manager should be great at communication; they are the

person that all staff comes to for guidance, as well as being the disciplinarian.

The Assistant Manager of the store should have retail experience; I would expect

three to five years of experience for my business. While I would hope they would have

previous management experience, I would not rule out a great candidate if they did not

have this. They should be able to monitor sales, and motivate staff to meet sales goals.

The Assistant Manager is the person who is in charge in the absence of the Store

Manager; therefore they should also possess communication skills to guide the staff.

They should be personable and easy to approach.

The first requirement for a Public Relations associate is a bachelor’s degree.

According to About Careers, this degree could be in “public relations, marketing,

journalism, communications, and advertising.” Much of their experience comes from

internships. In addition to a college degree, the Public Relations associate should have

personal attributes. This would include being self-confident, creative, able to

communicate, problem-solving skills and outgoing. (Rosenberg McKay.)

To be a sales associate, there are little requirements. There is no formal

education needed, however some experience is preferred. This person should be

personable, charismatic, and good with the consumers. They should also be

dependable; you do not want to have an associate that is always calling in or missing

shifts, as this affects how the business is ran, especially with small retailers. Finally,

they should be knowledgeable about the merchandise sold in the store.

Similar to the sales associate position, the seamstress has a small list of

requirements. No formal training is needed for this position; however this person should

be able to sew multiple styles of garments. They should also know how to sew on

zippers, buttons and linings. The seamstress should also be detail-oriented. (Boling.)

The Key-Holder should have some type of customer service experience, but it is

not essential for this person to have managerial experience. This person must be

dependable, knowledgeable about merchandise, possess leadership skills and be

trustworthy. (Suttle.)

Once you have your staff, it is important to train them all properly. Each person

will have to be trained to the store’s expectations, as well as being trained on specifics

in their particular role. They will have to be trained on operations in the store, policies,

and operating equipment specific to their job.

Store Managers and Executives are the most important people to train in the

Organizational Structure. If they are not trained properly, then they are not able to train

staff below them properly. There are executive training programs that are offered, and it

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would be beneficial for the Store Manager to attend, or at least attend various

workshops. (Diamond.)

For the first day of training, the staff member would watch tutorials that introduce

the merchandise sold in the store, introduce the business and its mission, and review

customer service skills. These would be required of all staff, no matter what position

they are, as all of these tutorials would pertain to them. In addition to the tutorials, all

staff members would have to role-play with a member of management. This would be

beneficial to ensure that customer service expectations are met.

After this first day of training, then more extensive training that is geared towards

each staff member’s particular role will begin. The Assistant Manager will work closely

with the Store Manager to learn all about the business, and how operations are ran. The

staff members at the entry-level positions will be trained with specifics to their role. They

will work along with their management to ensure they are comfortable on the sales floor.

Integrated Marketing Communications Plan for Frogs and Fairies Boutique

The problem I will be addressing in this plan is that a similar store has opened up

in the same strip mall, and it’s negatively impacting sales.

SWOT Analysis of Competitor

Strength

• New Retailer.

• Similar products offered.

• Great price with quality product.

Weakness

• No loyal customers.

• New staff-may not be fully trained with merchandise, and also may have inexperienced employees.

Opportunities

• Gain loyal customers.

• Offer more variety of products, such as accessories, shoes, and hair bows.

Threats

• Other competitors in same area.

• Sometimes unstable economy.

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The competitor is a similar store to Frogs and Fairies Boutique. The merchandise

they offer is clothing for young children-boys and girls-and offers clothing to the fashion-

forward family. The major difference between the competitor and my store is that Frogs

and Fairies Boutique offers custom-made clothing; the competitor does not offer this

service.

Overall Objectives

The overall goal for Frogs and Fairies Boutique is to continue to increase profits

and sales by 5% each year. This goal will be reached through advertisements on

television and in newspapers, as well as through a Public Relations associate hired for

the business.

Positioning objectives include making the boutique stand out against the

competitor. One way the store stands out is that they offer custom-made clothing that

children and their parents can create in the store.

Frogs and Fairies Boutique will uphold a great reputation with consumers by

offering a quality product at a great price. The store will also offer great customer

service through highly-trained employees.

Budget Method

The budget to be used in Frogs and Fairies Boutique is Percentage-of-Sales.

The store offers a wide variety of merchandise, as well as a custom-made clothing

service, which makes the business stand out from others. For this reason, I would not

want to base a budget based on the competitor, such as a Follow-the-Leader budget.

Percentage-of-Profit could be considered, however I feel it would be more beneficial to

use Percentage-of-Sales.

Strategy

Our business will appeal to consumers through various types of advertisements,

mailings to consumers, and the use of social media-which will all appeal to the

consumers. Competitive pricing will also be a strategy that will attract consumers to

Frogs and Fairies Boutique. By continuing to offer custom-made clothing, this will also

bring in consumers to the store, and make it stand out against the competitor.

Tactical Execution

Frogs and Fairies Boutique will raise brand awareness through a children’s

fashion show located in a central and popular location of the strip mall. This fashion

show will take place in the Spring and Fall, and will showcase up-and-coming trends for

babies, toddlers and young children up to age eight. This will be the major

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advertisement for the business. Other advertisements will include flyers passed out

when there are sales, outreaching to consumers through social media outlets-

Facebook, Twitter, Instagram, etc., as well as ads in local newspapers and television.

Human and Capital Resource Allocation

Through the services of a financial adviser, I, as the sole proprietor, will obtain a

small business loan. This money will be used for various types of marketing and the

services of my Public Relations associate. Also, the money from the loan will be used

for inventory and payroll.

My Public Relations associate will do a lot of the advertisement work. This

person will outreach to consumers through social media, such as Facebook and Twitter.

Also, they will network with others in the industry to help keep the business name in the

public. When it comes to the major event of the fashion shows, my assistant manager

will direct the show and make sure everything runs smoothly. My sales associates will

assist with the children/models to make sure they are ready for the runway and looking

good! The store manager/owner, assistant manager and key holder will work together to

hold a casting call to look for the models for the show. We will look to our loyal

consumers and employees first for these models. My seamstress will make sure that

every child has their clothing fitting perfectly, and will make a custom made outfit for

each one. I should not need to hire additional staff for my advertising.

Evaluation

Through marketing on social media, newspapers and television, Frogs and

Fairies Boutique can outreach to the masses to promote the product. The store’s major

advertisement will be bi-annually-a Spring and Fall Fashion Show for children to show

off the merchandise offered in store. All of these marketing strategies and tactics will

raise brand awareness, and draw in new consumers, as well as keeping the loyal ones.

The additional services of custom-made clothing will make Frogs and Fairies Boutique

stand out against competitors.

I will evaluate my plan quarterly. Every three months, I will look at the budget and

sales, and make sure my business is going in the direction it needs to in order to be

successful. At this time, I will also evaluate my advertisements and marketing

strategies, along with my Public Relations associate. Together, we will evaluate with

strategies and tactics work, and which ones don’t.

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Works Cited

Boling, Morgan. “Seamstress Job Description.” eHow. 26 July 2014. Web. 16 Aug 2014.

Diamond, Ellen. Fashion Retailing: A Multi-Channel Approach. 2nd Edition. Pearson

Learning Solutions, 2005. VitalBook file. The Art Institutes. 16 Aug 2014.

“Economy in Chicago, Illinois.” Sperling’s Best Place. Web. 10 Aug 2014.

“Going Green and Saving Money.” Wicker Park Bucktown Chamber of Commerce.

Web. 26 July 2014.

“IMC Plan Checklist.” FRM 110 Introduction to Retailing. Web. 20 Aug 2014.

“Incentive Programs.” World Business Chicago. Web. 11 Aug 2014.

“History of Wicker Park District.” Wicker Park Bucktown Chamber of Commerce. Web.

26 July 2014.

“People in Chicago, Illinois.” Sperling’s Best Place. Web. 10 Aug 2014.

Pinterest.

Psychobaby. Web. 11 Aug 2014.

Rosenberg McKay, Dawn. “Public Relations Specialist: Career Information.” About

Careers. Web. 16 Aug 2014.

Suttle, Rick. “Job Description for a Key Holder.” eHow. 25 July 2014. Web. 16 Aug

2014.

Swann, Jennifer. “A Guide to Wicker Park: Where to Eat, Shop, and Play.” Chicago

Mag. 26 Sept 2012. Web. 26 July 2014.

“The Top Shopping Streets and Neighborhoods.” Frommer’s. Web. 26 July 2014.

Waters, Shari. “Retail Store Organization.” About Money. Web. 16 Aug 2014.

“Wicker Park.” Party Earth. Web. 26 July 2014.

“Wicker Park Bucktown Shopping.” Wicker Park Bucktown Insider’s Guide. Web. 26

July 2014.

Wynne, Robert. “What Does a Public Relations Agency Do?” Forbes. 10 April 2013.

Web. 16 Aug 2014.

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Young Royal Couture. Web. 11 Aug 2014.