Lingerie Shop Business Plan

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Claire de lune will be a new boutique offering high quality, European-influenced lingerie. The store will span 1,300 feet and be located in Hawthorne Plaza (Southern Johnson County, Kansas). This retail center is known for its high quality demographics and high traffic counts. Compatible retailers also offer qualified traffic and potential referrals.

Competition:

Kansas City’s intimate apparel market is smaller than other markets. There are mass merchandisers and discount stores that offer mass produced and lesser quality brands; department stores that offer better brands, but in limited sizes and with varying degrees of customer service; and 10 Victoria’s Secret stores which cater to the 18-34 age group with product of inconsistent quality and untrained store personnel. There aren’t any lingerie boutiques in the area of South Johnson County, Kansas or South Kansas City, Missouri.

Potential Market:

Based on lingerie spend patterns, this business plan has Sections 4 and 4.2 that identify the three main target groups. These are the three target groups:

1. Women aged 25-59 have a household income of $75K+
2. Women 18-24
3. Brides

clair lune targets the Intimate Apparel Enthusiast as a common psychographic component among all three groups. An IAE is a woman that cares enough about her lingerie and wants to shop at specialty stores, rather than buying her lingerie at Wal-Mart.

There are large numbers of potential customers who fit these target descriptions within a five mile radius of our store location, which captures Hawthorne Plaza shoppers for impulse purchases, and within a fifteen mile radius for destination traffic. (See section 4.1).

Unique Selling Proposition:

One column in ‘#8220’ Dear Abby referred to a bra shopper who was desperate for a bra. She complained that if a woman is a 32-A, and doesn&#8217t really need a bra, she can have her choice of black, beige navy, shocking pink and yellow, as well plaids, leopard prints, polka dots, and white. However, if a woman wears a 42-D (or greater) bra and must have one every single day, she has the option to choose from white, black or beige.

Clarity de lune is the answer to this woman’s dilemma. It offers a wide selection of sizes and styles that she will not find anywhere else in Kansas City. Clear de lune has a wide range of lingerie, from the moderately-priced to the more expensive. Their lingerie is distinguished by its superior quality silks, hand-finished laces and outstanding craftsmanship. We will be able to up-sell the Victoria’s Secret shopper to a higher quality product that they may have seen in a fashion magazine, by educating her on the better durability, construction and fit, at a slightly higher price. A full description of clair de lune’s product offerings can be found in Sections 3.1 and 5.1.

clair-de-lune’s highly skilled personnel will get the customer&#8217’s individual needs into consideration and offer personalized bra fittings as well as other special services. See Section 5.1.

Leadership and Vision:

Terry Levine (sole owner) has over 20 years of advertising and marketing experience. This experience will be a huge asset to the analysis of customer potential and implementation of a strong plan. As a media strategist, she has great numbers skills. She will be able to use her negotiation and relationship-building skills with vendors and clients. Her extensive experience with controlling costs in other businesses has given her a keen eye for the bottom line.

Terry will be supported in her inventory management decisions with the help of Susan Nethero, the owner of Intimacy, Atlanta’s award-winning lingerie shop. She will also serve as a consultant on start-up inventory and other operational issues. She is a well-respected icon in her field, both by customers and vendors.

Financial Projections:

claire anticipates $439,500 in its first year of operation. It has aggressive growth projections for 15% and 17% respectively in years two and three. This is fueled by increased product lines and aggressive marketing.

The store is expected to be profitable in its second year of operation.

1.1 Objectives

1. To create a shopping environment where women (and men) feel comfortable, pampered and stimulated by the wide array of choices that are available to fill their needs.
2. Superior customer service is essential to encourage word-of-mouth referrals and repeat sales.
• To provide one-on-one attention to each customer.
• To see 50% of customers return within six (6) month of their first purchase.
3. To be in consideration for all IAE purchases planned in southern Kansas City/Johnson County by the end-of-year two.
4. To make clear de lune one of the top destinations for bridal lingerie purchases before the end one.
5. To achieve gross sales of $425,000 for your first year.
6. To grow the business by 15% in year two.

1.2 Mission

clairde lune a specialty lingerie boutique that offers styles and sizes not available in Kansas City.

Our mission, to make the shopping experience for lingerie enjoyable, fun and fulfilling, is to help you find what you are looking for.

We aim to build a strong connection with the Intimate Clothing Enthusiasts.

1.3 Keys for Success

1. Offer superior quality products with cutting edge designs that are not available in other outlets in the Kansas City market.
2. Secure a great store location that offers high customer traffic for impulse purchases, caters to desirable demographics, includes compatible stores (e.g. This location is ideal for women’s and bridal apparel.
3. Understand clair de lune’s target customer to ensure that the correct product mix is available to meet their needs.
4. Offering a range of sizes (especially larger sizes to accommodate the needs for the growing plus size market).
5. Offer superior, personalized customer service to create favorable word-of-mouth recommendations and influence a high rate of repeat business.
6. Continuously monitor your inventory levels, and adjust as required.
7. Customers can be educated and advised about proper fitting, as well as the quality/value relationship for some higher-priced brands (likely European).
8. Customers will not be intimidated by higher-priced offerings if you offer a range of prices.
9. Increase impulse purchases by changing store and window displays often. This creates the belief that there’s always something new at Clair de lune.

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