DreamCloset

DreamCloset - Emily Roberts, Lauren Nelson, Lizzie Dennison 1


Table of Contents


Company/Concept Statement

DreamCloset is an online website where the customer can design and

personalize a closet to fit their wardrobe. DreamCloset is different from other

online closet design websites because every aspect of the closet is

customizable instead of a template. The target customer for the business will be

middle to high class women in the North side of the Chicago land area. Do to

the customization of the product the price will vary to fit the needs the

customers budget and their wardrobe. Our product will also be free shipping for

Illinois with instillation making our product convenient and hassle free. Our

company will always strive to have the best quality products with service

representatives always there to help the customer making for an experience the

customer will love.


Vision and Mission Statement

Vision

To have quality closet systems, which is completely customizable that fits the

ever changing needs of our customer.

Mission

Our mission is to provide a simple way for our customers to design their own

dream closets, with free shipping and instillation. Giving them the power of

variety with a quality product that will fit their needs. Our market is the Northern

Chicago area, and we are supplying for the needs of the urban sophisticated

woman who has an extensive wardrobe.


Shared Values

✦ Best knowledge/personable staff

✦ Quality/variety product

✦ Simplicity and practicality for customers


Culture

Empowerment of our employees is something that is very important to us. Our

employees will have power to do what is needed to fit each customer’s needs.

Our business will be very structured in order to minimize stress on our employees.

They will be able to be relaxed at work so that they are able to have fun and

not be worried about what will happen the next time their phone rings. We

want our employees to enjoy working with us.

Our company will emphasize a team environment. Our company will have a

team sports, outings, and parties so all the employees feel connected to each

other and the company. Our employees will be rewarded with full benefits, end

of the year bonuses, and employee of the month with prizes; such as the

employee of the month will receive a night out with dinner, events planned and

fully paid for one month.


Our Customer

Our intended target market primarily female, but we have selections that would

be something that a man could use in his closet as well.

Age: 25-40

Occupation: Management or higher

Location: Northern Chicago- Lincoln Park, Gold Coast, River North, Suburbs

Family Life: Engaged/Married, 1-3 Children

Education Level: Bachelor’s-Master’s Degree in Business, Fashion, Law, Medical

Life Stage: Newly Married to Mid-Life

Favorite Movies: Romantic Comedies/Drama

Favorite Restaurants: L2O, Ralph Lauren, HUB51, Capital Grill, Seasons52

Favorite Magazines: Women’s Wear Daily, Cosmopolitan, Vogue

Favorite Bands: Lumineers, Mariah Carey, Usher, John Mayer

Favorite Artists: Jeff Coons, Keith Haring, Robert Frank

Tech Savvy: Yes

Favorite Designers: Ralph Lauren, Michael Kors, Comme De Garçons

Where They Shop: Ralph Lauren, Michael Kors, Burberry, Saks, Nordstrom

Shopping Attitude: They shop for fun, and are very quality focused

Vacation Spots: Paris, Greece, Asia, Caribbean, Italy, India, Capetown

Political Views: Liberal

Hobbies: Work, Health Conscious


Demographics

Age: 25-40

Sex: Female

Family Life Cycle: Newly Married to Mid-Life

Income: Approximately $131,700 household

Education: Bachelor’s Degree to Master’s

Occupation: Management

Religion: Christian

Ethnic Background: Eastern European/Caucasian

Psychographics

Social Class: Upper Middle to Upper Class

Personality: Goal Driven, Outgoing, Direct, Socialite

Life Style: Health Driven, Fashion and Work Driven


Heather Dabrowski

Age: 27

Sex: Female

Marital Status: Newly Married

Career: Advertising

Income: $100, 000 household

Location: Gold Coast, Chicago, IL

Favorites

Movie: The Ugly Truth

Book: “Are You There Vodka?

It’s Me, Chelsea.”

Restaurant: N9NE Steakhouse

Designer: Michael Kors

Store: Saks Fifth Avenue

Band: Mariah Carey

Hobbies: Healthy and fitness, creative outlets, cooking, organization, and lots of

time with family and friends.

Day in the life: Heather wakes up and does Pilates at Core Evolution, comes

back showers to get ready and leave for work at The Chamberlain Group,

comes back to have dinner with her husband, cleans the house, and then goes

out to drinks with friends at the Estate Ultra Bar.


Patricia Russo

Age: 42

Sex: Female

Marital Status: Married with two kids

Career: Store Manager

Income: $125,000 household

Location: River North, Chicago, IL

Favorites

Movie: St. Elmo’s Fire

Book: 50 Shades of Gray

Restaurant: Seasons 52

Designer: Ralph Lauren

Store: Burberry

Band: Elton John

Hobbies: Healthy and fitness, creative outlets, cooking, organization, and lots of

time with family and friends.

Day in the life: Patricia wakes up and gets ready for her job of being the store

manager of Burberry, goes straight to Yoga at Core Power, then has dinner with

her husband, cleans the house, and every couple of night goes out with her

friends and husband to bars like Ada St.


Competitive Analysis Matrix

DreamCloset Martha Stewart IKEA

Product Closet Systems Closet Systems,

Paint

Furnishings, Closet

Systems,

Decorations

Price Range $100 + $100-$4,000 $29.99-$1,500

Quality High Quality Mid Quality Low to Mid

Quality

Unique Features Variety, design for

personal needs

Brand Name Brand Name and

Low Prices

Distribution System Delivery Bring home in

your own car, or

delivery

Take home in your

own car

Marketing Social Media,

Television,

Magazines

Online, Magazine Social Media,

Catalogue,

Online

Location Online, Chicago Home Depot Stand Alone

Stores Across the

Country


DreamCloset Martha Stewart IKEA

Strengths Completely

Customizable

Large Following Widely known

brand

Weaknesses No Brick and

Mortar Store

Recovering from

Indiscretions

Too Large


Indirect Competition

✦ Whole Foods

✦ Trader Joe’s

✦ Michael Kors

✦ Nordstrom

✦ Ralph Lauren

✦ Burberry

✦ Seasons52

✦ N9ne Steakhouse

✦ The Art Institute

✦ Core Evolution

✦ CorePower Yoga


SWOT on IKEA

Strengths

✦Strong brand identity

✦Wide range of products

✦Low price point

✦Consistent with quality and product choices

✦Eco-friendly and sustainable

Weaknesses

✦Because of low price point, it may be difficult to find materials that are high

enough quality while staying low enough in price

✦Global company, standards may be difficult to keep up

Opportunities

✦Recession

✦Can become more eco-friendly and sustainable

Threats

✦DIY becoming more popular

✦Not American owned/made company, people are becoming more drawn to

American brands


SWOT on Martha Stewart Closets

Strengths

Brand name recognition

In store and online

Color options

Variety (Cubbies, drawers, and Racks)

Weaknesses:

Preset designs

Unable to personalize online, maybe in store

Set up by customer

Quality

Opportunities:

Recession-more DIY

American made products

Environmentally friendly products

Threats:

IKEA

Home Goods

DIY (build it all themselves)


Branding

Logo

DreamCloset’s logo is a silhouette of a chandelier and the company’s name.

The chandelier symbolizes a classic elegant feeling. The font chosen for the

name of the company is called New Garden is a wider and more modern

looking font. The two put together shows that we can fit to all needs from more

classic to modern or how great it looks to blend both. We are keeping a more

neutral color palette such as black, pale gray, and white to keep it clean and

simple to read, and really let the products do the talking.


Homepage Layout

URL: robertsemi2.wix.com/dreamcloset


Homepage Layout Continued


Merchandise Classification Breakdown

Classification Percentage Average

Price Point

Racks Chrome 10% $100

Racks Color 10% $50

Racks Wood 10% $75

Cubbies and Laundry Baskets (color/wood) 10% $75-125

Shelving with Drawers (color/wood) 10% $75

Hooks, Men’s (belts/ties) 10% $45

Hooks, Women’s (scarves/purses) 10% $45

Jewelry Displays 10% $75

Mirrors 10% $75-125

Islands, Lighting, and Seating 10% $200-500


Three Senses

Sight: We will influence sight with a clean and simple web page layout. This style

for the web page will only emphasize the organization we are selling with our

product.

Touch: The web page will have detailed photos showing the closets, garments,

counter tops, flooring, the detailing, hangers and other objects in the closets to

invoke the sense of touch.

Smell: Along with touch, we will use pictures on the webpage to help create a

sense of smell, having predominant flower bouquets in the photos of the closets.


Freebie Offer

For our websites freebie offer we plan to have a quiz. The quiz will be for the

customer to find their perfect décor style. The customer will only have three

questions where they will choose between three photos telling us what they do

and do not like in home décor. After the customer finishes the quiz we will give

our recommendation, along with asking for their email to send them photos of

completed closets in their décor style.

DreamCloset

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