Marketing Blck Book

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Marketing Plan in

BOUTIQUE

BLACK

BOOK

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Table of Contents

1.) Product Description ... 4

2.) Market Analysis .. .5a.) Market Segmentation ... 5b.) Target Market .. 7

q Demographics .... .8q Psychographics ... 9

Survey . ...11

Table Results . 13

3.) Competitive Analysis .... .14

4.) Marketing Objectives ......... 16

5.) Marketing Strategies .. 17a.) Positioning

6.) Marketing Mix .. .18a.) Product

b.) Pricec.) Placed.) Promotion

7.) Works Cited .. 20

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Mission Statement

Our motivation is to connect lifestyles from the streets to innovative fashionistas.

1.) Product Description

Consumers would explore their shopping options more if they had the resources.With a subscription to NYLON magazine, customers will receive the Boutique

Black Book. TheBoutique Black Book is a guide to boutiques within the greater

Los Angeles Area. Including a how to use system that will inform the user of

individual boutique pricing to indicate whether or not its within the customers

budget. A list of designers carried within the boutique will be available under

each listing. With this guide, the customer will also get up-to-date information on

sales, new products, new designers and Boutique Black Book user fashion tips.

People who utilize this guide can write to us with whatever they feel necessary

and it will be included in the next issue under from the streets. The guide

will also include special events such as fashion shows and trunk shows that are

taking place within Los Angeles. Personal designer web pages will be listed as

well. The Boutique Black Book is the ultimate guide to tailored shopping. The

Boutique Black Book will be updated daily and published monthly to ensure a

new experience each time. It will be sold to major fashion magazine NYLON,

for exposure, and it will benefit their relationship with their customers. This is

another way to reach out and talk to customers, the Boutique Black Bookis an

extra service. It will also attract new customers that wouldnt normally purchase

the magazine.

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2.) Market Analysis

A. Market Segmentation

Fashion Industry Entertainment Beauty Industry Fashion Innovators

Stylists Film Salons Seek new trends

Photographers Music Spas

Designers TheatreTrend Forecasters

I. Fashion Industry

Stylists seeking new innovating clothing and accessories for individuals or companies

would use this guide to locate certain boutiques. Photographers need a quick guide to

boutiques for certain lifestyle trends they might portray through advertising. Active

designers in the business would use this as a guide to locate competitors and inspiration.

Trend Forecasters can locate what a certain demographic is buying for each season. The

Boutique Black Book is an essential to the fashion industry weather it be used as an

active guide, or reference guide. This segment includes persons currently interning or

assisting within the industry.

II. Entertainment Industry

Production Designers, Wardrobe Designers, and Costume Designers would benefit from

the Boutique Black Book for a quick locater for clothing and accessories needed on set orstage.

III. Beauty Industry

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If the Boutique Black Book were to be sold individually, Salons and Spas would be

a great place to position our product. Our target market indulges in some of the finest

salons and spas from time to time. Purchasing the Boutique Black Book would be a must

before leaving the spa.

IV. Fashion Innovators

These women are slightly younger than the age demographic of Boutique Black Book

and have a lower yearly income. These women consistently seek out the newest, most

unique of lifestyle trends in underground fashion. They purchase NYLON magazine as

their only guide and reference to the fashion industry. These woman are the future of are

target market. If they are no already studying for a career in the fashion industry, they

are currently seeking one. This segment does not include persons currently interning or

assisting within the industry.

b.) Target Market

The Boutique Black Book or one of our three competitors will be chosen by the next

customer seeking a guide to high-underground fashion. Our research indicates fifty

percent of new customers dont know the difference among the services they choose

from. Most new customers dont want to waste their time on learning your core

strengths to make a weighted decision. Therefore, we will make the customer choose

the Boutique Black Book.

Several interviews conducted by the Boutique Black Book team indicate that most

customers make their choice just because your logo and company name in the

advertisement seem to be more legit and trustworthy. Our logo, created by a small

piece of graphics can half or doubles the number of new customers.

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clothing and accessories. They shop three to four times a week and spend three to five

hundred dollars each week.

q Demographics

Los Angeles CountyTotal Population: 9,871,506

Age

Male

Female

Single

0

10

20

30

40

50

60

Beverly Hills

Hollywood

Los Feliz

Silverlake

Pasadena

Beverly Hills Hollywood Los Feliz Silverlake Pasadena

Age Range20 34 yrs.

2,434 11,466 13,821 20,485 5,996

Percent 21.4% 37.5% 28.3% 27.8% 21.5%

Male 5,028 16,827 24,364 37,618 13,657

Percent 44.3% 55.1% 50% 51.1% 49%

Female 6,319 13,735 24,351 36,053 14,230

Percent 55.7% 44.9% 50% 48.9% 51%

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Single 2,607 7,632 9,534 6,775 1,712

Percent 45.7% 51.5% 43% 21.6% 21.4%

Income $50,000 $40,000 $40,000 $40,000 $40,000

q Psychographics

People within the industry could use it as a reference for up to date information and

a guide to forecasting trends. The Boutique Black Book provides you with location

and other contact information to the newest of Underground fashion boutiques in Los

Angeles. Our fashion forward customers will benefit from its compact size, and current

information.

Customers of the Boutique Black Book will have attended our sponsored events, and are

more than familiar with NYLON magazine and the unique acquired style it advertises. In

generating a word of mouth advertising approach the Boutique Black Book will develop

a technique that will appeal to the underground fashion scene.

The Boutique Black Book is a product of NYLON magazine, therefore the discretionary

income of our customers varies. Each customer makes purchasing decisions based on

their political, environmental, economical, standard of living. Boutique Black Book

customers look to small boutiques that sell independent designer clothing and accessories

with the same values.

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Customer Survey

What is your age?

16 or under

17-20

21-24

25-34

35-44

45-54

55-64

65 and up

What is your gender?

Male

Female

What is your Martial Status?

Single

Married

Divorced

Where do you live?

Suburb

Downtown

What is your household income?

Less than $20,000

$20,000 - $29,999

$30,000 - $49,999

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$50,000 - $74,999

$75,000 - $99,999

$100,00 or more

Do you buy name brand clothing?

Yes

No

Do you shop at boutiques?

Yes

No

Do you shop at the mall?

Yes

No

Do you shop at theft stores?

Yes

No

If you had a guide to independent designers clothing would you utilize it?

Yes

No

If yes, how much would you pay for it?

$1.99 to $3.99

$ 4.00 to $6.99

$7.00 to $8.99

$9.00 to $10.99

$11.00 to $12.99

Would Never Buy It!

Do you prefer this product to be a service included in a magazine?

Yes

No

Do you prefer this product to be a service included purchased individually?

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Yes

No

q Table Results

Age M/F Marital

Status

Location Income Buy

Brand

Shop

Boutiques

Use

B.B.B

Mag. Indi.

1 19 F S S 20,000 Yes Yes Yes Yes No

2 21 F S S 30,000 Yes No Yes Yes Yes

3 20 F S S 15,000 Yes No No Yes No

4 20 F S D 20,000 Yes No Yes No Yes

5 36 F M S 55,000 Yes No Yes No Yes

6 32 F M D 70,000 No Yes Yes No Yes

7 46 F S D 48,000 No Yes Yes Yes No

8 56 M M S 50,000 No No No No No9 19 F S D 22,000 Yes Yes Yes Yes Yes

10 19 M S S 0 No No Yes Yes No

11 21 M S S 25,000 Yes Yes No Yes Yes

12 25 F M D 56,000 Yes Yes No Yes Yes

13 22 F S S 25,000 Yes No Yes Yes Yes

14 47 F M D 100 + Yes Yes No Yes No

15 48 F M S 100 + No Yes No Yes No

16 25 F S D 50,000 No Yes Yes No Yes

17 32 F S S 42,000 Yes Yes Yes Yes Yes18 34 M M D 45,000 Yes No No Yes Yes

19 22 M S D 0 Yes No Yes Yes No

20 24 M S D 35,000 Yes No Yes No Yes

21 19 F S S 0 Yes Yes Yes Yes Yes

22 18 F S D 0 Yes Yes Yes Yes No

23 27 M S S 30,000 No Yes Yes Yes Yes

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24 20 F S D 22,000 No Yes Yes Yes Yes

25 20 F S S 15,000 No Yes Yes Yes Yes

3.) Competitive Analysis

q Black Book List

q Lucky Shopping Manualq Cond Nast Publications

Black Book MagazineLittle Black Book List

116 Prince StreetBunker 2New York, NY 10012Fax: (212) 334-3364

Email: [email protected]

The Black Book List is a guide to funky, classic, electric, popular, cool, and esoteric

restaurants, bars, hotels, and clubs throughout all major cities. Amsterdam, Chicago,

Las Vegas, London, Los Angeles, Miami, Milan, New York, Paris and San Francisco,

are among these major cities.

This guide is a black and white, paper back, staple bound, pocket size, book, with

no frills. Black Book Magazine advertises this publication through their web site,

www.blackbookmag.com, but there is no single advertising for this guide alone.

Inside the guide is advertising opportunities for other companies. This guide is a

product of Black Book Magazine and therefore; it is put together by the Black Book

Magazine staff, and advertised by the Black Book staff. It is sold individually through

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the Black Book Magazine website.

One of the main strengths of this product is its main weakness. Its a product of

Black Book magazine, and not sold individually. Other strengths are the advertisingopportunities within the Black Book List, the website www.littleblackbooklist.com,

and offering multi-channel services.

Lucky Magazinewww.luckymag.comLucky Shopping Manual

The Lucky Shopping Manual is packed with over one-thousand full-color photos

and illustrations, appealing to everyone from the shopaholic to the disciplined

bargain hunters. They offer tips on building your wardrobe, cheap flea markets, and

boutiques. They also provide information on new stores from coast-to-coast, plus care

and maintenance tips for your clothing.

Strengths of the Lucky Shopping Manual is its mass appeal. Theyre market is anyone

and everyone that loves to shop. They are a product of Lucky Magazine, and can be

sold individually. Weaknesses of this product would be its size. Its too large to be a

guide that you can take with you and shop, and its published yearly. Information may

become outdated by the time it reached the consumer.

Cond Nast Publicationswww.condenast.com

Cond Nast Publications is home to the worlds most popular magazines. Allure,

Glamour, GQ, Lucky, Vogue, teen Vogue, the New Yorker, Vanity Fair, and In Style

magazine.

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People use these publications with all their advertisements as guides to everyday

life, including fashion. This is their strength in the market, that they are already

established publications familiar to the masses. A weakness is the lack of information

these magazines provide when it comes to delivering what they advertise.

4.) Marketing Objectives

By promoting Boutique Black Book through web pop-ups, the NYLON magazinewebsite, and sponsored events such as independent designer trunk shows, and

independent warehouse shows, we will increase sales from September 2004 to

September 2005 by twenty percent (20%). The thirty-five hundred (3,500) current

readers of NYLON magazine in Los Angeles County will increase by an estimated

seven hundred (700) people. All readers of NYLON magazine will receive the

Boutique Black Book and therefore we will receive a twenty percent (20%) increase

in readers.

5.) Marketing Strategy

A. Positioning

Boutiques Black Books broad positioning is placed in a niche category. Our specific

positioning is what appeals us to the masses that make up the underground fashion

scene. Currently there is a lack of reference guides and websites that provide a similar

service to a niche category within the fashion industry.

The greatest benefit of this product is its dedication to maintaining a one-of-a-kind

service, thats convenient to use. The Boutique Black Book is specifically positioned

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to target an audience that cares about independent designers and unique fashions with

an acquired taste.

6.) Marketing Mix

A. Product Strategy

Boutique Black Book is conveniently designed to fit in customers pocket/purse.

It goes everywhere they go, unlike competitors. The Lucky Shopping Manual is

overwhelming with information and too large to motivate customers. Magazines

under Cond Nast Publications do not provide enough information and rarely feature

small boutiques. The Little Black Book List is offered through Black Book Magazine,

but does not specialize in boutiques, and the Black Book Magazine does not market

itself to fashion.

Boutique Black Book has one specific signature packaging. Its located within

NYLON Magazine. It is not sold individually and can only be presented upon

purchase/subscription of NYLON Magazine.

B. Price Strategy

Boutique Black Book is not sold individually.

The price of a NYLON Magazine is $3.50.

C. Place Strategy

Boutique Black Book comes with purchase/subscription of NYLON Magazine.

We have placed our product in this specific publication due to the target market of

NYLON Magazine. A NYLON reader is the ideal candidate for Boutique Black

Book.

D. Promotion Strategy

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Advertising (three sample ads)

Public Relations and Publicity

Although the Boutique Black Book only guides customers to boutiques within Los

Angeles County, Boutique Black Book interacts with the underground fashion scene

from the east coast as well to keep our readers/users well informed.

Direct Marketing

Boutique Black Book staff will attend all sponsored events and fashion shows for

interaction within our market. This will personalize consumers with our product and

show our proactive strategy in providing the most up-to-date information on where to

find fashion.

Promotions and Events

Boutique Black Book will sponsor events such as fashion shows and feature

independent designers whose products can be found in the boutiques listed in

Boutique Black Book.

Product/Company Marketing Materials

Our product has a website, and has a featured link on the NYLON website, as well.

There are links to the Boutique Black Book on other fashion web pages. Newsletters

will be distributed via email to those that sign up for the from the streets newsletter

through the Boutique Black Book webpage.

Sales Force

The Boutique Black Book Sales Force incorporates its mission statement in

everything they do. They are dedicated to their position in providing the most up

to date information in underground fashion. Boutique Black Book staff attends all

promotions and events around the country to seek out and deliver from the streets.

The Boutique Black Book Sales Force provides the demand for products at boutiques

in Los Angeles.

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Works Cited

Armstrong, Gary and Kotler, Philip. Marketing An Introduction. New Jersey: Prentice

Hall, 2003.

Conde Nast Publication. Website. www.condenast.com 24 Aug 2004.

Johnson, Maurice J. and Moore, Evelyn C. Apparel Product Development. 2003.

Little Black Book. Website. www.littleblackbook.com. 25 Aug 2004.

Lucky Magazine. Website. www.luckymag.com. 25 Aug 2004.

New Sun Graphics. www.newsungraphics.com. 1 Sept. 2004.

NYLON Magazine. www.nylonmagazine.com 25 Aug 2004.

Weitz, Levy. Retailing Management. Boston: McGraw, 2004.

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