InB’Tween Boutique Retail store Management Robyn Craighead Charisse Milner Briana Plath Casey Ristau

Mission Statement In B’ Tween is a store targeted towards young fashionistas. We offer trendy clothing and accessories that are appropriate for young girls between the ages In B’ Tween is an upscale, inviting boutique that enhances are designer brands. Our store is for intriguing young ladies that are fashion savvy and fashion conscious. Staying fashion forward, we offer our young fashionistas top quality designer clothing. Furthermore, our employees are responsive and knowledgeable of the variety of brands carried at In B’ Tween and are willing to assist our loyal customers.

Long Term Goals By the end of year 2 have a 70% brand recognition among the local segment. Double net sales by the end of third year Increase web generated business 40% by end of year 2.

Short Term Goals Create a loyal customer base where by the end of year one, 30% of the customers are returning customers. Generate 15% of business through the website by the end of year one. Meet our target revenue for year one.

Target Market Demographics Diversity Geographics Psychographics

Merchandise Selection Denim Tops Activewear Dresses Outerwear Undergarments

Trade Area

Site Selection

Competitive Analysis Major Competition

Madison & Friends Strengths –Strong Brand Recognition within the area –Very active marketing team that are constantly planning events and receiving publicity. Opportunities –They could take the denim lounge a step further and offer adult jeans –Store remodeling and expansions Weaknesses –It is a larger store with more inventory stock problems. –Poor Store Design Threats –Their ability to keep up with current fashion trends –Weather conditions (Their Roscoe St store recently flooded)

Justice Strengths –Strong Brand Recognition within the area –Very active marketing team that are constantly planning events and receiving publicity. Opportunities –They could take the denim lounge a step further and offer adult jeans –Store remodeling and expansions Weaknesses –It is a larger store with more inventory stock problems. –Poor Store Design Threats –Their ability to keep up with current fashion trends –Weather conditions (Their Roscoe St store recently flooded)

MC Store Name 3

Fringe Competition

Merchandise Sourcing Buying Handling

Customer Service Store hours Type of payment Gift cards Membership Refunds and exchanges

Financial Information Pricing Strategy Building & Start Up Cost Profit & Loss Statement –Estimated Sales –Operating Cost

Staffing Sales Force Employee Training Job descriptions & specifications

Promotion Grand Opening Event –Saturday, July 12, 2008 –12:00 pm –Food & Refreshments –Fashion show –Prizes & Discounts

Advertising Magazines Website Direct Mailer

Point of Purchase Promotions

WEBSITE HOMEPAGE

WEBSITE DENIM PAGE

WEBSITE TOPS PAGE

STORE LAYOUT

Visual Merchandise Plan

Retail Audit Process