The Fashion Truck

Carly Coffman

Tables of Contents

1  Company Concept Statement 2  Vision and Mission Statement

3  Shared Values 4  Culture

5  Target Customer 6  Customer Profile: Ann 7  Customer Profile: Kara

8  Competition: The Fashion Mobile 9  Competition: Le Fashion Truck

10  Location 11  5 Senses: Smell & Taste 12  5 Senses: Sound & Feel

13  5 Senses: Sight 14  Color Concept

15  Lighting & Shelving 16  Store Decor

17  Plan-O-Gram

Company

The Fashion Truck is a mobile

boutique that gives women the ability

to shop at their convenience. We

offer stylish clothing and

accessories with the help of experienced

stylists.

Mission Statement The Fashion Truck will provide women with a comfortable and fun environment where they can find quality clothing at an affordable price on the go.

Vision Statement Not only do we want to expand our company in

the Chicago land area, but we plan on broadening our customer base throughout the U.S. including

New York, Los Angeles, Nashville, and Dallas.

Our Shared Values

In today’s society, everything around us is so fast paced. We want to provide for the woman that is consistently

on-the-go.

Our product selection is fewer, but is always of the

best quality.

Our Culture

Since we are a small company, we put the same focus on our employees as

we do to our customer. We strive to provide a

comfortable and positive environment. In our

company, everyone has a cohesive thought process

and love for fashion which is displayed in our work

ethic.

Target Customer Geographic’s

Region: Midwest City Size: 100,000+ Urban/Rural: Urban Climate: Four seasons

Psychographics: Social Class: Middle to Upper Personality: Career-Oriented,

Outgoing, Genuine Life-Style: On-the-go

Consumer behavior: Benefits desired: Trendy, quality,

convenience Usage rate: Often

Age: 24-35

Sex: Female Family life cycle: Single

Income: $60,000 +

Education: College graduate

Occupation: Business

Religion: All Ethnic Background: Broad range

Customer Profile Ann

Age: 26

Occupation: Accountant

Location: Lincoln Park

Status: Dating

Education: DePaul-Accounting-Bachelor’s degree

Life stage: Post-College

Favorite movies: The Devil Wears Prada, Bridesmaids

Favorite restaurants: Tavern on Rush, Rosebud

Favorite Magazines: Vogue, Glamour

Favorite Music: All genres

Favorite artists: Andy Warhol

Are they tech-savvy?: yes

Favorite Designers: Kate Spade, Tory Burch

Favorite Stores: Nordstrom, Francesca’s

Shopping attitude: Fun but quality

Favorite Vacation Spots: Bahamas and Aruba

Political views: Liberal

Hobbies: Reading, exercising, going out with friends, cooking

Customer Profile Kara

Age: 30

Occupation: Marketing

Location: North Suburbs of Chicago

Status: Married

Education: UIC- Marketing- Bachelor’s degree

Life-stage: Newly married

Favorite movies: The Heat, The Great Gatsby

Favorite restaurants: RPM, Biaggi’s

Favorite magazines: Marie Claire, Good Housekeeping

Favorite music: Country

Favorite artist: Monet

Tech-savvy: Yes

Favorite designers: Michael Kors, Tory Burch

Favorite stores: Macy’s, boutiques in Lincoln Park

Shopping attitude: Fun but quality focused

Favorite vacation spots: Europe

Political views: Liberal

Hobbies: Cooking, going out with friends and husband, yoga, gardening

Competition: The Fashion Mobile

Opportunities and Threats: The fashion mobiles competition is the traditional brick and mortar store what people are commonly used to and feel more comfortable with. People are not used to a fashion truck so they will not know if they like it and many people like to stick to the norm. The opportunities of the shopping mobile is you can move your store to wherever the hot spot is at the time unlike a brick and mortar stores. Another opportunity is that having a fashion truck is very different and unique so people might be more open to it and wanting something different and new. Many people are not spending as much on clothes so depending on the fashion trucks price point people might steer away from it. Most competitors have Internet websites for their store so that can be a threat to your business if you don’t have something that stands out to people. On the Fashion Mobile website you currently cannot purchase their clothes yet.

Strengths and Weaknesses: Weakness is that they only have a certain target market and not really for many ages, which makes it harder to sell with out doing research in finding the right locations to bring your truck. Strength is that the age they are targeting which is young adults want to have the new trendy items when they come out. Having such a small selection you will have more unique pieces people wont be able to find everywhere.

Located in Minnesota and owned by a couple who originally owned a brick and mortar called Doozie Chic Boutique also located in Minnesota. They could not maintain the store but hoped open day to figure a way to re-open the store. They later on came across the idea of a fashion truck and went for it, they said it wasn’t easy and

took sometimes to get together, but they are doing what they love.

Competition: Le Fashion Mobile

Opportunities and Threats Opportunities are they can host parties which will help there truck out there more people hear about it the more people who will want to shop there. Also they go to street fairs and festivals, which helps them with more publicity. Threats they cant always go places they want they must purchase a permit. So unlike many brick and mortar shops they can not always sell unless they get permission, which sometimes might not be very easy.

  Strengths and Weaknesses

Weakness even thought they have a variety of different items they do not shop very much on the website the selection is very small which could be a good and bad thing depending on if people like there selection to choose from. They do not have the truck out every day they usually have it driving around Thursday-Sunday. Strength they have a variety of different things and have a website to check out before even going to the truck to see what things they may offer. They also are using many social networks to keep their business well known. They also feature many upcoming designers in the boutique. They have an option of hosting a party with them and also find the truck calendar.

Le Fashion Truck is a mobile boutique located throughout Los Angeles since January 2011. They feature clothing and accessories by emerging designers for women on the go. The two women met at a market and clicked instantly and decided to team up because they loved each other’s work.

Location Fashion Truck

Location: Chicago and Suburbs within a 50 mile radius

Total Square Footage: 1,116 Shape of store: Triangle

Monthly lease: $24.36/sf/yr ($2.03/sf/mo, $2,265.48/mo.)

Terms of lease: 24 months

Common area fees: Maintenance, Marketing, etc. $2,000 Security Deposit: First Months Rent

Insurance: Rental Insurance included, Partial Insurance on truck & clothes $2,000.00

Storage Space

Location: 900 N. Ashland Cross Streets: Ashland & Chestnut Total Square Footage: 600 Shape of store: Square Location of entrances: 2nd Floor Location Monthly rent: $9,000 ($1.25/sf/mo, $750/mo) Terms of lease: 24 months Common area fees: Maintenance, Marketing, etc. Included Security deposit: First Month’s Rent Realtor Fees: Included Expenses Incurred by leasee: Internet, Heat and Electric $200 per month Allowable Renovations: None Landlord Obligations/Commitment for Renovations: None

5 Senses Smell We want our boutique to have an

inviting and encouraging smell. We researched that the scent of citrus increases shopping habits. Therefore, we will have citrus

spritz that we spray in our truck.

Taste We will have a local bakery

create a Fashion Truck pink logo cookie that we will give to our customers while they

shop. The cookie will be lemon flavored going along

with our citrus theme.

5 Senses Touch When a customer enters the Fashion

Truck, they are entering an

environment of quality clothing.

They will feel fabrics like

cashmere, wool, cotton, and silk.

Sound In our boutique, we will play artists such as Colbie Caillat, Adele, Michael Buble, Florence and The Machine, The Fray, and music similar. Depending on location, music could change to fit the situation.

5 Senses

Sight In the Fashion Truck, we will have recessed lighting throughout the ceiling and a chandelier in the center. There will be sleek and structured shelving that lines the walls of the truck. In the back corner, there will be a dressing room with a ruffle curtain and a full-size mirror. We will also have bust forms hanging from the back doors to display stylist-selected outfits.

Color Concept

Lighting

Shelving                                    

                                     

Boutique Decor

Plan-O-Gram