Resume_JasminePatterson

{3717 Aldon Lane Flint, MI 48506} {706-836-6716 }{[email protected]}

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Jasmine Patterson 3717 Aldon Lane Flint, MI 48506(706) 836-6716

[email protected]

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JPObjective To obtain an internship with a distinguished company. Education The Art Institute of Pittsburgh, Online Division GPA 3.93/4.0 Bachelor of Science in Fashion and Retail Management August 2013-Present Georgia Southern University, Statesboro, Georgia 121 undergraduate hours earned August 2009-July 2013 Bordeaux/Paris Study Abroad Program, Bordeaux, France and Paris, France 6 undergraduate hours earned at Alliance Française de Bordeaux May 2013-June 2013 Work Experience

Acosta Sales and Marketing Retail Merchandiser February 2015 Executes various merchandising activities for major clients (Kraft, P&G) in major retailers (Wal-Mart, Target) Performs resets, stocking and audits to ensure that the right products are on the shelves ready to be sold Carries out marketing campaigns by building displays and placing signage and tags in advantageous locations Coordinates with store managers and employees to carry out these merchandising functions in multiple retail loca tions

Fashion’s Night Out Savannah, Georgia Intern September 2012 Collaborated with show director and stylists to prepare clothing and accessories to be worn in the show Managed and transported clothing and accessories to and from home base and dressing tent Worked closely with show director, stylists, managers, models and other interns to resolve issues Assisted models in preparing to walk the runway by dressing them and adjusting their ensembles

The Bon-Ton Stores, Inc Sales Associate Summer 2012 Boosted credit card applications by 16 for the month of July by successfully promoting the card to customers Organized the sales floor by strategizing placement of garment racks and shelves in various departments Increased sales productivity by encouraging multiple sales to customers who needed matching garments or accesso ries Executed transactions with customers by using the POS system and handling different forms of tender Greeted and assisted customers with clothing and accessory possibilities to best suit their needs and wants

J.C. Penney Corporation, Inc Sales Associate 2010-2011 Improved organization of the store by folding, hanging and returning items to their proper place Executed transactions with customers by using the POS system and handling different forms of tender Managed the dressing rooms in various departments by assisting customers who needed different items or sizesSkills Summary

Fashion Blogger (commonsenseandstilettos.blogspot.com) Microsoft Word Basic French Microsoft Excel Adobe InDesign Microsoft Powerpoint Adobe Photoshop


JPTired of hiring the same old boring people? Tired of employees dragging their feet? Why not hire someone who will go all in? Jasmine Patterson is the answer! Her all around good attitude and hard work ethic will be a great asset to your company. Read on to discover more!

#1: Jasmine has great work experience: Shehas worked at various retailers (JC Penney, American Eagle Outfitters, and The Bon-Ton) where she learned important skills that have helped herto suceed in areas such as customer service, sales, merchandising and business operations. She also held an internship with Savannah’s Fashion Night Out, where she learned more in-depth about the fashion shows and the fashion industry in general.

#2: Jasmine is educated: After graduating from high school, she started attending college at Georgia Southern University. In 2013, she transferred to The Art Institute of Pittsburgh OnlineDivision, where she continued her education, pursuing a bachelor’s degree in Fashion and RetailManagement. She is expected to graduate in May of 2015.

#3: Jasmine is worldly: In summer of 2013, Jasmine studied abroad in Bordeaux, France, where she studied the French language and fully immersed herself in the culture. She also visited many other locations in France, including Paris and St. Emilion.

In a nutshell, Jasmine is...

hard-working

creative

self disciplined

positive

a quick learner

professional

knowledgeable

attentive to detail

well traveled

experienced

adaptable

Brand Marketing Plan: Au Naturel

Beauty JP

Analysis of Brand’s Industry and Competition

I. Company’s Industry

The beauty industry is a long-standing, well-established industry that has a lot of contenders. It includes, but is not limited to, skin care (face wash, toner, moisturizer, etc), foundation, mascara, eyeshadow, lipstick, blush, nail polish, etc. In 2010, “the cosmetics industry as a whole posted sales of $36.5 billion” and also that the makeup segment grew by 4.4%. The biggest growth was recorded being in the nail polish sector, increasing by 20.4% (Long). In the following years, the beauty industry is still growing. Some new markets within the beauty industry that have emerged in the recent past are all-natural products and men’s cosmetic products.

II. Company’s Competition

Since AU Naturel Beauty is a company that sells all-natural beauty products at affordable prices, a lot of its competitors can be found on the shelves at department stores such as Wal-Mart or Target. AU Naturel Beauty sells skin care products, as well as make-up. Its biggest competitors are Burt’s Bees, Physician’s Formula, Alba Botanicals, Yes to… and Boots No. 7. These are all brands that feature their products as being all-natural and they provide products for all skin types, specializing in sensitive skin types. In addition to that, these companies also strive to be sustainable and eco-friendly. One example of this is Burt’s Bees, whose mission it is “to make people’s lives better everyday—naturally” (Burt’s Bees). They use recycled packaging, in order to be more eco-friendly. Some other competitors include Almay, Revlon, L’Oreal, Neutrogena and Covergirl. These are all companies that feature all-natural collections, but it is not what their brand is based off of. They also have other products that are not all-natural.

Since AU Naturel Beauty has so many competitors with similar products, the company will need to stand out. It will do this by having a visually attractive brand logo, as well as visually attractive packaging made out of recycled materials, both geared toward the target market.

III. Related Industries

Some industries that are related to the beauty industry are the fashion industry (clothing, accessories, jewelry, shoes, etc) and the hair industry (hair care products, styling products, wigs, extensions, etc). The amount spent on fashion each year in the US is $250 million (Fashion Industry Statistics). This industry is quite a bit bigger than the beauty industry, however a lot of times, these industries overlap, as well as the hair industry. The music industry often overlaps with the beauty industry also. Recently, Rihanna did a collaboration with MAC cosmetics, where she created her own makeup line. Another industry that sometimes is related to the beauty industry is the film industry. One example of this is The Hunger Games: Catching Fire movie that did collaboration with Covergirl. They created a line of make-up that goes along with the movie and mimics looks from it.

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Core Values 1. SUSTAINABILITY: A commitment to using recycled materials for our pack-aging and acting in an environmentally friendly manner throughout the business as a whole.

2. HEALTH: A commitment to provide healthy, all-natural beauty products for all different kinds of skin types.

3. PERSERVERANCE: A commitment to stay motivated to creating new, innova-tive and quality products that will benefit our customers.

4. VOLUNTEER: A commitment to serving communities across the country and doing good for the whole. 5. TRANSPERANCY: A commitment to being open and honest and maintaining the highest integrity at all times.

Core Message AU Naturel Beauty is a company that is committed to providing quality all-nat-ural products for different skin types, while maintaining a commitment to work and live for the greater good.

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Final LogoI chose this logo because I like the way the leaf looks as though it is flowing. The color, green, really represents what the brand stands for (using natural and healthy products and preserving the environment. The green leaf also represents life, which can be trans-lated into using our lives and resources to help one another (volunteering, helping the community, etc).

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Product ConceptFor my product concept, I chose organic face wash. In my research, I wanted to find something that blended well with the natural, organic vibe of the brand logo. When I saw this packaging, I knew it would be perfect. Just like the curved, flowing lines in the logo, the packaging also features curved, flowing lines. This gives it a natural feel. The bottle is also smaller on top than the bottom, making it easy for someone to get their hands around it to grab it. It is ergonomic and easy to use. The packaging is clear and not unnaturally colored. I think this goes very well with the logo and is a great way to present the brands product, face wash.

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Direct Mailer Final Version

I. Front

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Direct Mailer Final Version, constinuedII. Back

This direct mailer would be perfect for AU Naturel Beauty because it keeps in line with the clean, natural feeling of the brand with the aesthetic of the postcard. It features the actual product image on the front of the postcard and offers a free sample for visiting the company website. On the back, there is space for a name and address so it can be mailed out, as well as a place for the stamp. It also features a little blip about the compa-ny and offers a 20% off coupon code for those wanting to purchase the product, online or in stores. It also features the brand logo. It is clean and simple and offers incentive and a call to action (visiting the website/making a purchase). It is enticing and attrac-tive.

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Product Development

Plan: JRP Collections

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JRP Collections: Eclectic EleganceProduct Line Overview

The Eclectic Elegance Collection is for the stylish city girl. This collection combines modern styles with a touch of vintage to create a timeless look. It features luxe fabrics like superfine wools, silks, and chiffons. The inspiration from the line comes from a mix of the classic school-girl look, as well as a sleeker minimalist look. This collection is perfect for the busy lifestyles of women on-the-go and consists of pieces that are easy to style and wear. 1) Target Market: -Women, ages 18-45 -Stylish city girl -Busy, on-the-go lifestyles -Cares about their appearance 2) Retail Price Point Range: -Contemporary -$35-$2003) Season: -Fall/Winter 4) Fabrics: -Wool -Silk -Satin -Cotton -Leather -Suede5) Sizing: -Misses (this line will be for 18 to 45 year olds, meaning that it is past the ju niors stage)

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Line Plan

Date: 11/10/2014Year/Season: Fall/Winter 2014Product Line: Eclectic Elegance Product Line Desc: This collection combines modern styles with a touch of vintage to create a timeless look.Fabric Description: Luxe fabrics like superfine wools, silks, and chiffons

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Line Plan, continued

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Merchandising Calendar

Year 2015MonthsWeeks 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25Planned Activities Start Product Development Process Market/Trend Research (3 weeks)Line/Style Development, Specifications and Price Quotes (4 weeks)First Sample (2 weeks) Size Set Samples (2 weeks)PP Sample (2 weeks)TOP Sample (2 weeks)Turn around time to fit and comment on each sample (2 weeks)Merchandise Travel Time from Overseas Outsourcing (3 weeks)Clear Customs (2 days)Transportation from Dock to the DC (2 days)Merchandise to get to DC (1 week)Transportation to Stores (1 week)Items Will Be on the Store's Floor

Merchandising Calendar

March April May June July August

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JPRetail Business

Plan: Shaka Boutique

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Store Proposal for Investors

Shaka exists in the ocean, sand, and sky. Shaka is big island style. The clothing consists of easy pieces made for active women who are on-the-go. From trendy items to swimwear to sundress-es, Shaka strives to live up to the Hawaiian “hang loose” lifestyle. Shaka clothing is a private label made in the United States with high standards. Since our stores are always located on or near the beach, we wrap up purchases in a reusable, waterproof, sealable bag and with our frequent shopper plan, you will earn points while shop-ping towards new purchases. Always show your big island style with Shaka!

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Location Analysis

Location: Ala Moana Shopping Center #2314 1450 Ala Moana Boulevard Honolulu, Hawaii 96814

Cost: $80,000

Size: 520 SF

Description: This “space is in the west wing of mall level 2 of the world’s largest open air mall” (“Ala Moana Shopping Center #2314”). it is within walking distance of the world-famous Waikiki and Convention Center.

Why this location? The mall has had over 42 million shopper visits and is the world’s largest open air mall. It is a shopping destination for both locals and tourists. It is also within walking distance of the beach.

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Organizational Chart and Job Descriptions

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Store Lease Plan: Common Sense

and Stilettos

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Target Customer

-Gender: Female-Age: 13-45-Income Level: $30,000-$60,000/yr -Economic Level: Lower to Middle class -Psychological Makeup: Fashion and trend conscious, full social life-Work/School: Students (middle, high school and college), college graduates, individuals without a college degree, entry level workers, management-Habits: Loves to shop, loves to style clothing and pick out outfits, attends parties and social gatherings-Shop: Low to middle-profile stores

I believe that this retail store will appeal to this target market because this store is going to be selling young, trendy mer-chandise; we want to attract young, trendy consumers that are interested in fashion and style and also want to be stylish themselves.

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Exterior Layout

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Interior Layout

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Store Logo

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Lease Term and Costs

This retail store will be located at 5458 Perry Road in Grand Blanc, Michigan. It is located in a strip mall, with other businesses around it. It used to be a gym, but the interior can be improved upon to match with the “feel” of the store. The interior has plenty of space, so that racks and displays can be put up and there is still space for customers to walk around. There are also front windows so that there can be window displays, in order to display merchandise and draw customers in.

JPRetail

Analysis: Belk

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Type of Operation:

Belk is a privately-owned department store chain. The company was founded in 1888 by William Henry Belk and it is still owned and operated by the Belk family. The company headquarters are located in Charlotte, North Carolina. “Belk stores are located primarily in the southeastern US and offer mid-priced brand-name and private-label apparel, shoes, jewelry, cosmetics, gifts and home furnishings” (Belk Inc Company Profile).

Operational Departments:

-Merchandising, Planning and Allocation -Product Development -E-commerce-Sales Promotion/Advertising -Visual Merchandising -Finance/Accounting -Information Technology-Human Resources -Real Estate/Store Planning -Buying/Planning -Store and Assistant Store Managers-Sales Team Managers -Sales Operations Managers -Sales Support Associates

Store Analysis

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Employee Relations

Management Improvement Policies

There are many different types of training and assistance for management to take advantage of. These policies and training are put in place to ensure that improvement is always being made and that the business and its employees do not stay stagnant, instead making progress.

-Belk University: Management can take advantage of this training through the BelkU website. It is put into place to help further employees’ skills in the workplace. -Sales Team Manager Development Program: This is a 21-week program that helps associates prepare for their new job as a Sales Team Manager. “The program is facilitated through workbook activities focused on leadership skills, driving sales and profit, merchandise presentation standards and opera-tions” (Careers at Belk). Current Sales Team Managers are partnered with participants and serve as a coach and supervisor, guiding them and teaching them the necessary skills. -Sales Team Manager (STM) Training: This training is delivered through lessons led by instructors, on-the-job activities and training through the website. The purpose of this training is to prepare par-ticipants for the next level of employment, Assistant Store Manager. -Coaching: This is a 2-day workshop that is designed to “help managers improve the performance of others to deliver better business results” (Careers at Belk). It focuses on a coaching continuum, feed-back, customizing development and the impact of behavior on others. -Store Manager Development Program: This program is intended to prepare current Assistant Store Managers and newly promoted Store Managers for the Store Manager position through education, training and experience. -Accelerated Leadership Program: This is a one-year development program designed to “develop “job ready” internal talent pool of Sales and Operations Team Managers to fill an Assistant Store Manager role” (Careers at Belk).

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Shortage Program

“The Belk Excel program is an important tool that any associate can use to prevent business losses and ensure that every Belk location maintains a safe, productive and enjoyable work en-vironment” (To Make a Report). This program is designed to encourage all employees to report business risks and harmful situations, with the option to remain anonymous. Employees have the choice to either report it on the EthicsPoint Belk website or call the toll-free number. Some examples of activity that should be reported to the program are as followed:

-Internal Theft or Fraud-Shoplifting -Unauthorized Discounts -Sexual or other Unlawful Harassment -On-the-job Drug or Alcohol Use-Unsafe Situations -Willful Disregard For Belk Policies and Procedures-Threats or Violence

Employee Relations, continued

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Supply Chain Management

“Belk strives to ensure compliance with legal, human rights and environmental standards and in particular, Belk requires that Belk vendors and supply chain partners comply with the California Transparency in Supply Chains Act of 2010” (About Us). Verification, auditing, certification, internal accountability and training are all important aspects of the supply chain management process.

-Verification: “Belk suppliers shall not make use of any of the forms of forced, prison, bonded or any form of involuntary labor. Belk, nor any entity supplying labor to Belk, shall engage in or support human trafficking. Belk and our suppliers shall comply with all relevant national and international laws, regulations, and provisions applicable in the country of production or operation. Doing busi-ness with Belk means that vendors must agree to implement and verify these standards of compli-ance through the Belk Code of Conduct” (About Us). -Auditing: Audits will be performed to make sure that manufacturers and suppliers are complying with the Belk Code of Conduct. Audits may be carried out, with or without notice. -Certification: All vendors and suppliers agree to the standards outlined in the Belk Code of Con-duct when they sign the aforementioned form. -Internal Accountability: “All Belk associates and vendors are expected to do business ethically and with the Belk values in mind. All associates must comply with our Acceptable Business Practic-es. Belk vendors must comply with the Belk Code of Conduct. Violations will be investigated and appropriate corrective measures will be implemented, including actions to terminate the business and contractual relationship. Additional processes will be defined and implemented to ensure that vendors are complying with the Belk Code of Conduct and that proper management systems are in place” (About Us).-Training: Education and training on the Belk Code of Conduct will be provided to all Belk employ-ees and all employees will be expected to do business ethically, according to these policies.

Employee Relations, continued

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Marketing Successes

Communication System

Does it lead to continuous customer contact? Belk has many ways for customers to connect with the company and its brands. Customers can sign up for their e-mails through the website or in-store. They send out a couple e-mails a week; sometimes more if there are special promotions or sales going on. Customer can also sign up for text notifications, in which subscribers will receive 2-3 notifications per week. They also have a couple different apps that customers can download: their latest trends app, their shopping app and their gift app. In addition to that, they are present on many social networks including Facebook, Twitter, Pinterest, Instagram, Google+ and YouTube. Belk also sends out mailers to customers.

Does it involve as many employees as possible? All store employees are responsible for communicating with the customers, as well as their fellow employees. They are responsible for: -“Greeting customers with a warm and friendly smile.”-“Handling each customer transaction professional and friendly manner.”-“Thanking each customer by name following a purchase.” (Find Jobs with Belk)

Is there a formal process to listen, analyze, and respond to customer complaints? Customers are encouraged to contact Belk for any reason at all through their telephone number, e-mail and the live online messaging (during their live help hours). On their website, they also have links to which customers can take surveys relating to spe-cific categories (advertising/sales promotions, Belk Rewards credit card, merchandise, in-store shopping expe-rience and online shopping experience). I could not find any formal process for handling customer complaints in-store.

What communication tools are used? -E-mail-Messaging -Texting -Verbal communication -Social media-Apps -Direct Mail

JPTrend Forecast: Spring/Summer

2015

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Target Market Analysis

The focus will be on:

Income: the annual income of women and men ages 18-35Employment types: the industries and types of employment of women and men ages 18-35Interests: hobbies, interests, sports, lifestyles, etc., of women and men ages 18-35Personality/Lifestyle: The 4C’s Model (Cross Cultural Consumer Characterization) -Resigned: rigid, strict, authoritarian, chauvinistic values, oriented to the past; brand choices tend towards safety, familiarity and economy -Struggler: alienated, disorganized, few resources apart from physical/mechanical skills (car repair, for example); heavy consumers of alcohol, junk food and lotteries; brand choice in volves impact and sensation -Mainstreamer: conforming, conventional, sentimental, passive, habitual, part of the mass; favors big and well-known brands -Aspirer: materialistic, acquisitive, affiliative, oriented to extrinsics (image, appearance, perso na, fashion, etc.); favors products with attractive packaging more than the quality of the prod uct -Succeeder: goal oriented, confident, strong work ethic, organized, stable; brand choice based on reward, prestige; also attracted to caring and protective brands (stress relief, for example) -Explorer: energetic, adventurous, attracted to challenges and exploration; brand choice high lights difference, sensation and adventure; first to try out new products/services -Reformer: interested in personal growth and social awareness, values time, independent, anti-materialistic, curious; selects brands for intrinsic quality and natural simplicity (“8 Psychographic Segmentations”)

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Target Market Analysis, continued

San Diego:

Interests: -Surfing, Water Sports, Skating-Yoga-“All Natural”/Green Lifestyle-Outdoor activities (hiking, going to the beach, etc.)Personality/Lifestyle: -Explorers-Reformers-Mainstreamers

Los Angeles:

Interests: -Shopping -Nightlife, Parties, Social Events -Outdoor activities (hiking, going to the beach, etc.)-”All Natural”/Green LifestylePersonality/Lifestyle: -Mainstreamer-Aspirer-Succeeder

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Trend Projections for Fabrics

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Trend Projections for Fabrics, continued

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Trend Projections for Color

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Trend Projections for Color, continued

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Trend Projections for Cuts & Styles

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Trend Projections for Cuts & Styles, continued

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Inspiration Boards for Spring/Summer ‘15, continu

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Inspiration Boards for Spring/Summer ‘15, continued

JPSales & Marketing

Plan:Benefit Cosmetics

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Promotional Campaign

With the release of Benefit Cosmetic’s new product, Roller Lash mascara, Benefit will be hosting a Beauty Bloggers Event, where bloggers will be given the new product to try out for a certain period of time. In return, they will be asked to do multiple posts about the product, including a review and giveaway of the product to one of their readers. They will be required to post the campaign logo on their blog posts, as well as on all of their social media accounts related to their blog.

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Promotional Strategies

1. Increase awareness of the value of Benefit’s products: Create videos, explaining and showing consumers the multi-tasking qualities of the different products and the different ways they can be used. Post these videos to social media sites (Twitter, Facebook, Pinterest, Youtube, etc) and on the brand’s website. Intended to increase social media traffic and raise sales by at least 2% by the end of the campaign. The campaign will last 3 months and 2 videos will be posted per week, resulting in the featuring of 24 of the brand’s products.

2. Market brand/products to fashion, beauty and lifestyle bloggers: Give products to bloggers in exchange for a featured post on their blog and host giveaways on those blogs to give products away to the readers/followers. Also, offer a special coupon code for readers/followers of the blogs for 20% a total purchase from the online store. Require that bloggers include one of the videos (mentioned above) and links to Benefit’s social media sites and the brand site. Intended to increase social media traffic and raise sales by at least 3% by the end of the campaign. The campaign will last a subsequent 3 months (after the first campaign) and blog owners will be contacted to do a post and giveaway per week, resulting in 3 posts/giveaways per week.

3. Ad campaign highlighting bloggers use of the products and the products’ benefits: Employ bloggers from blogs that did the post/giveaway to be featured in a commercial highlighting the benefits of the brand’s products (versatility, quality, no animal-testing, etc). Show them on TV (focused in North America) and online (focused everywhere and will be featured in different lan-guages—Chinese, Spanish and French). Intended to increase social media traffic and raise sales by at least 4% by the end of the campaign. This campaign will last 6 months (running parallel to the first two campaigns) and will show on major television networks, such as ABC, NBC, TLC, Oxy-gen, and many others. Online ads will be featured around the clock.

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Visual Promotional Piece

JPMarketing

Research Project: Sony Smartwatch 2

JP-Gain a better understanding of the target markets and what appeals to them

-Get feedback from consumers about the SW 2’s features, technology, design, etc.

-Gain a better understanding of their competitors and their position in the market

-Gain a better understanding of how consumers are inter-preting their advertising and marketing messages

Market Research Objectives

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Methodology & Detailed Calculations

1. 100% of respondents knew the Sony brand name

2. 66% of respondents own or have owned Sony prod-ucts

3. 66% of respondents own smartphones, but they are iPhones

4. 33% of respondents have heard of the Sony Smartwatch 2

5. Quality is most import-ant and color is least im-portant when buying new technology.

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Research Budget

Focus group w/ skilled moderator, location, recruiting and incentive (x6) $30,000.00Online Surveys (Zoomerang.com) for 6 months $120.00Phone Surveys (min. 10,000 respondents) $28,000.00Additional supplies (furniture and refreshments for focus groups) $8,000.00

TOTAL $66,120.00

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MerchandisingDisplay

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OUTFIT 1:

Garment Design & Styling: hor-izontal neckline ¾ puffy sleeved ruffled dress (adapted from dress gowns of that time)

Textiles/ Fabrics: cotton

Headwear: lace headband w/ hair in low chignon (adapted from fontagne)

Footwear: heels with high front and square toes

Jewelry/ Accessories: gold jew-eled bib necklace (adapted from jeweled front of gowns)

Gender & Social Status: middle class/wealthy females

Target Market for Display: 20-30 years old

Approximate Years: 1660-1680

Outfit Descriptions

OUTFIT 2:

Garment Design & Styl-ing: a-line skirt layered skirt (adapted from gowns) + tank top + square neck blazer (adapted from dress neckline)

Textiles/ Fabrics: cotton, bro-cade

Headwear: bow on top of head (adapted from early fontagne)

Footwear: heeled mules with bows on front

Jewelry/ Accessories: scarf

Gender & Social Status: mid-dle-class/wealthy females



OUTFIT 3:

Garment Design & Styling: high-waist dress pants+ long, puffy sleeved v-neck top (adapted from virago sleeves)+ capelet (mini version of a full cape)

Textiles/ Fabrics: cotton, silk, wool, faux fur

Headwear: hood on capelet; hair tied back into a chignon

Footwear: brocade ankle boots

Jewelry/ Accessories: crystal/gold earrings, faux fur muff

Gender & Social Status: middle class/wealthy females



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Window Display

Description of Floor Plan/Window Layout: wood floor, royal purple velvet pin-tucked backdrop, huge vintage frames surrounding outfits that are hung on clear string from ceiling

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Store Logo &Signage: The White

Birch Boutique

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Store Logo

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Signage

JPBusiness Plan: First Impressions Image

Consulting

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Executive Summary

•About the Company: First Impressions Consulting Company is a multifaceted company that aims to assist individuals in being the best person they can be. We focus on appearance, mannerisms and behavior in order to help our clients achieve this. We will also feature our own clothing lines for men and women, as well as other products that our clients will benefit from on their journey to self-improvement.

•Objective of the business: We are going into this business because we believe that every individual has the potential to be great and we want to help them achieve this greatness through the improvement of their appearance, mannerisms and behavior.

•Summary of your target market: FICC’s target market consists of 20 to 65 year old male and females living in and around the Chicago, Illinois area. They lead all sorts of lives, married or not, with children or not. Their annual income is anywhere from $75,000 to $200,000. They are very interested in appearance and believe that first impressions are extremely important. They lead very busy lives and have little to no time for shopping. They tend to purchase whatever is easiest or most convenient.

•Highlight the market characteristics, size, growth and specify market opportunity: In the services realm of the apparel industry at the retail level, it is rather limited. In addition to image consulting, there is styling and personal shopping (which are included in image consultation), dry cleaning/treatment ser-vices, tailor services, cobbler services, etc. Image consulting is really the whole package. Even if they don’t perform the service(s) in-house, they will direct you to someone who can. Although one can take classes to become a certified image consultant, it is not necessary and reputation is mostly based off of prior ex-perience, not education, although it does not hurt. Finding these experienced, talented individuals can be difficult, but very much worth it. It also helps that these individuals are a part of the Association of Image Consultants International (AICI). If one is looking to get into the business, but has no prior experience in the field, it is best that a mentorship is set up (“How to be an Image Consultant”). It is extremely important that image consultants continue to learn because they need to keep up with information, trends, news, etc (“Become a Personal Image Consultant: Career Roadmap”).

Executive Summary, continued

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•Competitive advantage of your business: This image consulting business will differentiate itself from other similar businesses by its willingness to work with other businesses, as well as housing its own products and services, such as a clothing line, beauty/hair products, accessories, etc.

•Blueprint for Success: Many resources are needed in order for the business to run smoothly and successfully, such as sufficient funding, quality employees, healthy business relationships and partner-ships, and loyal, satisfied clients. Below are our “definitions for success”: -95%-100% of customer satisfaction -Steady inflow of profits -Constant building and upkeep of relationships with other local businesses/stores -Increase of business partnerships -Increase in number of clients -Increase in sales of merchandise -Increase and awareness of the business and its services through effective marketing, advertis ing and PR

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Product & Target Market Analysis

PRODUCT & PRICING: What products and services will your boutique offer?Services: -Wardrobe consultations -Color consultations -Hair and makeup styling -Personal shopping -Clothing/uniform designer -Etiquette consultations -Executive presence coach -Image motivational speaker or presenter -Image branding (“How an Image Consultant Can Help You”)Products: -Clothing lines -Beauty products -Hair products -Accessories

What kind of apparel brands and/or manufacturers will you carry in the store? In our “store” or in the studio, we will only carry our own label, however, we will still work with other brands and/or retailers to find what best suits our clients. Our clothing will consist of a line of business/professional clothing and a line of casual, everyday clothing for both women and men.

•List Brands/Labels: Only our label will be carried in the studio; name is yet to be deter mined.

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Product & Target Market Analysis, continued

•Images: 1) Business/Professional Clothing Line for Women 3) Casual Clothing for Women

(Street)2) Business/Professional Clothing for Men (Kimberley) 4) Casual Clothing for Men

(Mandora) (Mandora)

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•How much will you charge for your products and/or services? Services: -Wardrobe consultations: $75/hr. -Personal styling: $150/hr. -Closet Review: $100/hr. -Color consultations: $200 -Hair and makeup services: -Women’s haircut: $45 -Men’s haircut: $35 -Bang trim: $10 -Shampoo, Blow-dry and style: $35 -Up-do: $45 -Hair color touch-up: $55 -Single process full color: $75 -Double process color: $80 -Corrective color (+ consultation): $85/hr. -Partial highlight: $80 -Full highlight: $100 -Men’s hair color: $65 -Make-up application (+ consultation): $50/hr. -Make-up application only: $40 -Personal shopping: -With client: $100/hr. -For client: $50/hr. -Clothing/uniform designer: priced per item -Alterations/Tailoring: priced per item -Etiquette consultations: $100/hr. -Executive presence coach: $100/hr. -Image branding: $250/hr. (“How an Image Consultant Can Help You”)

Products: -Clothing lines -Business/Professional Clothing Line for Women: $15-$500 -Business/Professional Clothing Line for Men: $15-$700 -Casual Clothing Line for Women: $10-$200 -Casual Clothing Line for Men: $10- $200 -Beauty products: $5-$60 -Hair products: $5-$60 -Accessories: $10-$100

•What will your pricing strategies be? I will use the Penetration Strategy, which “is used as a loyalty-building or market-entry tool” and it “…offers a high-quality product at a much lower than expected price” (Burns-Millyard). This will help the business enter the market more successful-ly and it will encourage customers to purchase the company’s label instead of outside brands/labels.

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•What will be your mark-up in percentages and dollars between wholesale and retail? Because the business will be using the Penetration Strategy for pricing, the mark-up percentage will be a little bit lower than the average recommended 50% for clothing and shoes; it will be 45%. The average mark-up price for accessories is 78%; it will be 73%. For beauty and hair products, 78% is also the average; it will be 73%. Below is some further information on pricing of the products.

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•Who is your target market? Our target market consists of men and women who are looking to better themselves in order to improve their career and their lives overall. Men and women living and working in the city and suburbs of Chicago have an opportunity to take advantage of our services. These individuals place are very interested in their appearance and making an impression and work in careers where these aspects of life matter. They are very busy and don’t have a lot of extra time on their hands.

•Describe the demographic and psychographic factors of your target market.

•How fast is the market growing? According to the United States Census Bureau, in 2010, people aged 18-64 made up 66.6% of the popu-lation (“Chicago (city), Illinois”). In 2012, the median age range was 33.1 years old, which is right in the middle of our target market age range. The estimated median household income went up to $45,214 in 2012, from $38,625 in 2000 (“Chicago, Illinois”). The market in Chicago is growing and the median age/majority age range of the population there is right for our target market.

•Who will be the other customer groups you might pursue? Right now, the majority of our clients will be business professionals and leaders who, but we could possi-bly attract other customer groups, such as: church leaders/groups, couples, brides/grooms, and parents/families.

•Justification: -Based on pricing, product characteristics justify your choices for why these products are appro priate for your chosen target market. Since the objective of the business is to better one’s appearance, etiquette, and overall behavior, our target market will be drawn to these services (business professionals and leaders). Offering a business/professional clothing line is ideal for our target market as well. The casual clothing will help our target market to present themselves in a positive way, even when they are not at work and it attracts other individuals who may not be business professionals or leaders, such as parents and couples who wish to improve their lives and appearance. -What evidence do you have that it is interested in your product or service? Those who are already have a career may need or want our services, however those individuals who are just graduating from college or wishing to start a new career will be drawn to our business because we will improve their chances of having a successful career.


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