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Fashion House Group llc

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Business plan and strategy for a series of franchise clothing apparel concepts developed through one brand entity: Fashion House Group. All it needs is the right investor.

Publicada em: Varejo
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Fashion House Group llc

  1. 1. 7/09/2012 Fashion House Group LLC Hershey,Pa 17036 Phone: 717.329.1374 | Fax:888.376.1817
  2. 2. 07/09/2012 Samples of presentation of storefront previously done Recognizing Your Vision and giving its own visibility OUR FOCUS IS ON CLIENTS AND CUSTOMER WHICH WOULD DELIVER YOUR MESSAGE AND REACH YOUR CUSTOMER. IN MANAGING YOUR BRAND THERE ARE SEVERAL TRADITIONAL AND NON TRADITIONAL COMPONENTS THAT WOULD BE HELPFUL IN BETTER OBTAINING YOUR GOALS. THE PRIMARY CUSTOMER IS #1 The primary customer is a professional man/woman with a household income over $60K. Her main characteristics are listed below: Demographics • Professional man/woman (ages 25-55) • Household income over $60,000 • College-educated • Lives or has lived in a higher-income metropolitan area or supporting neighborhoods (NY SOHO, DC, LA, MIAMI, CHICAGO, etc) Psychographics • Looks for fashion and willing to spend money on quality, core items • Would like more of direct relationship with company in understanding what the brand represents • He/She wants to look his/her best because he/she wants to feel good about himself/herself as well as make a good impression Leisure Activities • Listens to Sirius or XM Satellite radio • Supports the Arts and Entertainment • Reads Vogue, GQ, Esquire New Yorker, Bon Apetit, Lucky • Watches Bravo, BBC, HBO, A&E, E!, Fox Network, Food Network, Oxygen etc. • Internet savvy Building Your Brand Identity IS OUR MOTTO AND MANIFESTO THAT WE SUBSCRIBE BY OUR CLIENTS AND ANY CUSTOMER INTERESTED IN THOROUGH FASHION ADVICE AND STYLE ASSESSMENTS
  3. 3. SHOPPING METHODOLGY Clothes Shopping Behaviors • Spends over $3,500 for clothes each year • Shops at Nordstroms, and Banana Republic • Wears a size 6 – 16w, 34-40m, • Buys mostly tops and pants • Looks for classic, basic items each season, with 2- 4 trendy items • He/She cares about how he/she presents herself, enjoys fashion, and looks for quality over quantity Current Trends • People are shopping online for convenience & value; growth of sales on the Internet • Continued decline of the mom-and-pop store • Overbuilding by specialty stores and other chains • Repositioning of full-price/multi-line department stores • Supremacy of the discount store chains • Category-killer superstores • Continuous changes in demographics, tastes and fashions • Dwindling appeal of the major mall
  4. 4. Our Proposal and Rollout Plan How we will execute and what definitions we prefer? Present our organization which is a Retail Business incubator (retail pos, sales training, visual merchandising, web design, media management, construction, architect, etc.) as the team to ensure the integrity of our brand and growth planning. Primarily, Fashion House Group LLC would act as our own project manager in terms ensuring the vision on the brand is sought throughout the US. We would establish a “Store Standards Manual” that would be created by the stores that we create in a controlled Territory (PA) which would help in qualifying stores of all scales. The philosophy is based off the same allotted space meaning even if you qualify a bigger location than our design, the same 2,000-4,500 square foot look would be maintained. All inquiries on carrying merchandise would go thru and interview and qualification process that we administer, validate and evaluate directly. We would provide all the services listed above after being an approved an authorized retailer to one of your stores which will determine interest in the brand and the sincerity to follow with the same vision as the company. This would help in establishing strong distribution channels and a solid network of licensed stores which will deliver the same message and not dilute the brand. This would also keep the company focused on distributing their goods and minimizing the need for multiple flagship stores except for your major markets (NY, LA, Miami, Chicago) or other tiered markets that we decide that the company needs to be in. In short, we become the retail arm for our distribution center and help you increase the volume of our distribution per season based on our goals and standards The following terms would define a proposed relationship and is subject to change but at the time we decide to execute said agreement would be the terms we prefer to move forward with your company. EXECUTION OF LETTER OF INTENT Project Management; In order to implement a store standards strategy we would assign a project Manager who would oversee the process of validating all the stores in US as well as setup a flagship store with 3 other demo stores in the controlled territory which we would own and operate with support from an initial advisory group. The following items would need to be tentatively agreed upon in order to move forward: 1. In territory controlled stores, (30-60day) terms for merchandise that would allow us to open up quickly and effectively. We would develop a 60day replenishment cycle in order to keep fulfillment in stores year round. Estimated inventory level would range between 50-75k initially. Financial Commitment per store would not exceed 100k which is all guaranteed. 2. Project Manager would be divided into 2 regions ( East/West) and would be there to validate stores and help setup distribution between center and retailers. The project manager would implement other areas of teams when requested by ownership 3. Operate a satellite office close to territory store which would act as brand management office 4. Setup our location and implement a brand management strategy All terms and conditions are subject to change or agreement by both parties and we look forward towards dialogue with you on this matter. Thank You “Type your callout text here.”
  5. 5. Our Company headquarters will be based in Harrisburg, Pennsylvania but largely created with a global readiness in terms of growth and expansion. Our core values are as follows: Corporate Responsibility, Community Commitment and Superior Customer Service. Our core employees and management represent a bevy of experience in retail, fashion and visual merchandising. We have our in house training program for sales associates and our own visual merchandising team which delivers the highest standards of design as seen below: Fashion house (Clothing & Fashion) an establishment in which fashionable clothes are designed, made, and sold The make or form of anything; the style, shape, appearance, or mode of structure; pattern, model; as, the fashion of the ark, of a coat, of a house, of an altar, etc.; workmanship; execution. The prevailing mode or style, especially of dress; custom or conventional usage in respect of dress, behavior, etiquette, etc.
  6. 6. The current concept, Fashion House, is our woman’s one stop shop which carries the following motto: “We cater to all women”. We are in search of locations which would fit our template and allow us to expand our brand and presence in the industry. This is an overview of the concept: Overview Fashion House is an upscale women's clothing boutique concept that would open in holiday of this year. The House of Fashion (listed on next page) which encompasses 15 other distinct concepts which focus on several different buying demographics defines the boutique and its essence of inclusion. Fashion House clothing selections and exclusive personal style services, which include a detailed Style Assessment, will ensure that our customers are well dressed. Fashion House will be a majority woman-owned business currently organized as a Limited Liability Corporation. Clothing for stylish women Fashion House will carry Ready-to-Wear (RTW) designer and casual/contemporary apparel & accessories for women, and will be the exclusive boutique U.S. home of the Spanish line, Mango. In addition to the fabulous Mango line, Fashion House will feature other choice selections by American and European designers such as Love from Australia, BCBG, Jessica Simpson, Stella McCartney, House of Dereon and handpicked local and regional designers. The Fashion House customer is a busy professional woman who lives in or around the city with a household income over $60K. She enjoys the boutique fashions and wants a place where she can go to get services that meet her busy lifestyle. Unique & innovative Fashion House will 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. Fashion House 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 Fashion House will generate awareness and sales by utilizing PR tactics and the referral networks of personal stylists. Additionally Fashion House will meet our customers where they are, focusing on how women approach shopping by obtaining mentions and review in the top fashion publications, travel guides and local papers. Management With over 40 years of combined experience in marketing and retail, the owner and team have 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 has been completed in April, and store design and marketing elements are currently being finalized Global concept Fashion House is a global concept which will be integrated in other areas regionally and locally but it is best to first utilize in an area like the proposed location in Harrisburg because of licensing of merchandise and the comfort of developing in an area rich in tourism and strong in their economic growth. Recently named the 3rd best family destination in all of the US, Harrisburg/Hershey also has 2 of the top 5 largest employers (Hershey Chocolate and Penn State Milton Hershey Medical) within a 10 mile radius of the proposed location.
  7. 7. Concepts The core initial concept is a Fashion House which focuses on the “Evolution of building your fashion identity”. The main areas of the layout would be the Designer Lab, Denim Lab, and Shoe Salon which would be custom designed by the visual merchandiser. Fashion House will also partner with the shop, Synergy Salon Group, which will provide a complete hair salon and style experience for customers. The preference would be to have a location that either both concepts can be in or they can be in relative proximity to because of marketing purposes. The remaining concepts are as follows and are based upon a location strategy which is designed to align the right concepts with the right demographics. Jeanetics (Genetics of denim) – designed for men ages 25-45 casual wear for business and pleasure Chic Couture – designed for females 18-25 and 25-54 focusing on dresses for all occasions Revoloution 76 – Men’s and boys’ forever 21 Viva la Femme – all ages female trendy nightlife. A more hip BlackHouse Whitemarket Enjeaneer (Engineer) – Men’s Contemporary & Classic designers IMA Jean (Imagine) – Coed Contemporary and trend store for men’s, women, boys and girls Femme Fatale – High end fashion & Exclusive hard find merchandise. Jeaneology – Male version of Femme Fatale LA Femme – Classic Couture for women of classic sizes (comparable Dash) Intelijeants (Intelligence) – Male version of LA Femme Lady Jean – Curvaceous (Plus) Lady Couture Jeanometry (Symmetry of Denim) – Men’s big & tall fashion Artkeyology (Archeology) Young Men’s & Young Women’s 17-25(comparable Hollister) Once fashion house stores are setup than the rollout of brother and sister stores will be utilized with the purpose of attracting larger companies or investors to buy out the original owners of Fashion House Group LLC for which we are currently working with now. This after fully developed is expected to occur within 5 years
  8. 8. Fashion House Group LLC IN Jeanious Visual Jeanious Ingenious Buyers Merchandiser Store Concepts and Wholesalers Franchise Locations Corporate Locations Partner locations Initial & Futures The chart above represents our business strategy in how to rollout our stores and how the business will be setup. Our business will be handled by Fashion House Group LLC. All future franchise locations will be serviced by our affiliate company, IN jeanious Visual Merchandisers, which will handle all visual displays for the corporation. All store concepts will by designed by Jeanious Store Concepts from our initial location to our future corporate locations. Franchise locations will employ various designers based upon location. All partner locations (companies that select any of our services) will have merchandised purchased by Ingenious Buyers and Wholesalers. The goal of creating these affiliates is so when the parent corporation is sold, the original owners will maintain a day to day involvement and additional income stream from these affiliates. This strategy will secure at least 10X the original investment in net worth to setup the company and operate it for 3 years. Our map to success will be broken down into 4 regions: Northeast, South, Midwest, & West. The Northeast is where we will initiate business in terms of growing the corporation and maintaining corporate stores.
  9. 9. Here is a sample of the logo direction:

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