POSH

Nicholette Davis

FASHION STORE TARGET MARKET

• STORE DETAILS:– BUSINESS NAME: POSH– LOGO: – STORE IDENTITY: HIGH-END WOMEN’S CLOTHING RETAIL

SPACE– NATIONAL BRANDS: ALICE + OLIVIA, FOR LOVE AND

LEMONS, HAUTE HIPPIE, RAG & BONE, Wildfox Couture, JOHNNY WAS– PRICE RANGE: $100 – $2,000

FASHION STORE TARGET MARKET

• TARGET MARKET PROFILE– AGE: 18 – 30– GENDER: FEMALE– INCOME: $100,000 +– LOCATION: WEST COAST– FASHION LOOK: CASUAL CHIC– ACTIVITY PREFERENCES:

• SHOPPING• WORKING• COFFEE

PHOTOS FROM INSTAGRAM

STORE LOCATION• ADDRESS: 7802 GIRARD AVENUE,

LA JOLLA, CA• WHY HERE?

– RIGHT KIND OF CLIENTEL LIVING IN AREA

– PLACED NEAR OTHER HIGH-END STORES

– HIGH TRAFFIC LOCATION

PHOTO FROM LOOPNET.COM

SIZE OF STORE• Square Feet: 1,940• Rent per Square Feet: $6.50• Rent per Month: $12,610• Info From: Loopnet.com

IMAGES FROM PINTEREST.COM

COMPETITION IN SAN DIEGO

• LF (LA JOLLA)– LOCATION, PRICE RANGE

• VANDEVORT (DEL MAR)– SELLS SAME LABEL, PRICE RANGE

• TUCCI BOUTIQUE (SOLANA BEACH)– SELLS SAME LABEL, PRICE RANGE

• BLUE EYED GIRL (SAN JUAN CAPISTRANO)– SELLS SAME LABEL, PRICE RANGE

IMAGES FROM BLUEEYEDGIRL.COM AND VANDEVORT.COM

POSH’S UNIQUENESS• MERCHANDISE:

– EXCLUSIVE COLORS

– EXCLUSIVE DESIGNS

• OPERATIONS:– GLAM APPEARANCE

INSTEAD OF BOHO

– COMPLIMENTARY

BEVERAGES AND SNACKS

IMAGE FROM PINTEREST

FAHSION LEVEL• QUALITY OVER QUANTITY MENTALITY• LACE, DISTRESSED JEANS, FULL LININGS, PIMA COTTON,

INTRICITE DESIGNS

IMAGES FROM REVOLVECLOTHING.COM

STORE DESCRIPTION• SIZE: 1,056 SQFT• COMPARED TO CLASSROOM: 6X• AMBIENCE: CLEAN, BRIGHT, A LOT OF LIGHTING, WHITE

TILE FLOORING, FUR RUGS, A LOT OF SEATING

IMAGE FROM PINTEREST.COM

FLOOR PLAN

A – 2X4 TABLEB – 3X6 TABLEC – 4FT STRAIGHT RACKD – 6FT STRAIHGT RACKE – 7FT “L” SHAPED RACK

2X4 TABLE4 IN STORE

HOLDS JEWELRY AND HANDBAGSMIN = 2 MAX = 6

IMAGE FROM PINTEREST.COM

3X6 TABLE1 IN STORE

HOLDS JEWELRY AND HANDBAGSMIN = 5 MAX = 20

IMAGE FROM PINTEREST.COM

4FT STRAIGHT RACK4 IN STORE

TOPS, JACKETS, BOTTOMS, SKIRTSMIN = 24 MAX = 48

IMAGE FROM PINTEREST.COM

6FT STRAIGHT RACK1 IN STOREDRESSES

MIN = 36 MAX = 72

IMAGE FROM PINTEREST.COM

7FT “L” SHAPED RACK6 IN STORE

JEANS, TOPS, JACKETS, SKIRTSMIN = 42 MAX = 84

IMAGE FROM PINTEREST.COM

UNIT INVENTORY BY CLASSIFICATION

• 2X4 TABLES TOTAL = 8 - 24• 3X6 TABLE TOTAL = 5 - 20• 4FT STRAIGHT RACKS TOTAL = 96 - 240• 6FT STRAIGHT RACK TOTAL = 36 -72• 7FT “L” SHAPED RACKS TOTAL = 252 – 504

• TOTAL INVENTORY FOR STORE = 397 - 860

DENIM• BRANDS: RAG & BONE, PAIGE DENIM, AG ADRIANO

GOLDSCHMIED, CITIZENS OF HUMANITY, POSH (PRIVATE LABEL)

• PRICE RANGE: $100 - $350• % OF INVENTORY: 15%

IMAGES FROM REVOLVECLOTHING.COM

TOPS• BRANDS: ALICE + OLIVIA, FOR LOVE AND LEMONS, HAUTE

HIPPIE, RAG AND BONE, WILDFOX COUTURE, POSH (PRIVATE LABEL)

• PRICE RANGE: $100 - $400• % OF INVENTORY: 35%

IMAGES FROM REVOLVECLOTHING.COM

JACKETS• BRANDS: JOCELYN, ELIZABETH AND JAMES, DOMA, ALICE +

OLIVIA, OTIS & MACLAIN• PRICE RANGE: $200 - $1,600• % OF INVENTORY: 10%

IMAGES FROM REVOLVECLOTHING.COM

BOTTOMS• BRANDS: ALICE + OLIVIA, SHOW ME YOUR MUMU, NOVELLA

ROYALE, HAUTE HIPPIE• PRICE RANGE: $150 - $300

IMAGES FROM REVOLVECLOTHING.COM

SKIRTS• BRANDS: JUNE, FOR LOVE AND LEMONS, AQ/AQ, THEORY,

ALICE + OLIVIA, HAUTE HIPPIE, POSH (PRIVATE LABEL)• PRICE RANGE: $150 - $400• % OF INVENTORY: 10%

IMAGES FROM REVOLVECLOTHING.COM

DRESSES• BRANDS: ALICE + OLIVIA, FOR LOVE AND LEMONS, ALEXIS,

AQ/AQ, THAKOON ADICTION, SHOW ME YOUR MUMU, HAUTE HIPPIE, POSH (PRIVATE LABEL)

• PRICE RANGE: $100 - $2,000• % OF INVENTORY: 20%

IMAGES FROM REVOLVECLOTHING.COM

PRIVATE LABEL• NAME: POSH, NAMED AFTER STORE• WAYS TO LOWER PRICE: CHEAPER MATERIAL• WHY IS IT DIFFERENT?

– NOT AS GOOD OF QUALITY AS NATIONAL BRANDS– MORE COLORS AVAILABLE– LARGER QUANTITY

IMAGES FROM REVOLVECLOTHING.COM

NATIONAL BRANDS VS PRIVATE LABELS

• NATIONAL BRAND: 70%• PRIVATE LABEL: 30%• PRIVATE LABEL PURPOSE: TO MAKE AVAILABLE DESIGNS

THAT THE NATIONAL BRANDS DO NOT OFFER AT A MORE AFFORDABLE COST

VS NATIONALBRANDS