[ls-so]

Owners:
Jacqueline Trunks
Andrea Della Mattia
Elizabeth Kyi
Leanna Silvestri
Tuesday, April 8th 2014
For: Judi Shekter

[ls-so]

BUSINESS PLAN CONTENTS

EXECUTIVE SUMMARY
BUSINESS DESCRIPTION
PRODUCT AND SERVICE
LOCATION
MARKETING PLAN
PERSONNEL AND MANAGEMENT PLAN
FINANCIAL PLAN
PRODUCT AND SERVICE FORMS
LOCATION FORMS AND FLOOR PLAN
MARKETING PLAN FORMS
PERSONNEL AND MANAGEMENT PLAN DOCUMENTS
WORKS CITED

2
4
6
9
12
18
21
33
36
45
48
59

EXECUTIVE SUMMARY

416.000.0000
55 Bloor St. West Unit 22
Toronto, ON
M6J 3L3
www.lusso.ca

[ls-so]

Procurers of the coveted

Mr. Paul Daaboul, Small Business Advisor
19 Bloor Street West
Toronto, ON
Re: Loan Request for $10,000
Dear Mr. Daaboul,
We are requesting a STEP (Scotia Total Equity Plan) small business loan to open our own luxury
fashion boutique called Lusso.
Our mission and goal is to inspire confidence in Canadas luxury brand market by combining
cutting-edge, luxe brands with personalized styling services in order to provide a unique fashion
experience, and we intend to accomplish this through our combined experience in the fashion
retail sector and our passion for and dedication to the luxury industry.
Our boutique aims to fill a current gap in the luxury market by targeting the fashion-forward
consumer, who currently has very few trendy and high-end options to choose from in todays
Canadian retail landscape. No other store in the Yorkville shopping district offers shoppers the
combination of exclusivity and personalized customer service that is inherent in the Lusso
brand. The boutique will offer fresh and new luxury options in an area where the population has
the disposable income, spending power, and urban mindset to desire such goods on a consistent
basis, which will generate enough sales to sustain a profitable business.
The business is run by four personal investors, Jacqueline Trunks, Elizabeth Kyi, Andrea Della
Mattia, and Leanna Silvestri, each contributing an equal share of $25,000 from their personal
savings to the start-up of the business. Each partner has extensive experience in fashion
retailing and/or the service industry, and brings their own unique and valuable skills to the
operation of the business. The complementary skillsets of our team will make the business a
success.
The funds we are requesting would allow us to open our business and fulfill our goal of inspiring
confidence in Canadas luxury brand market. The extra $10,000 would go toward preopening
costs not covered by our personal investments, including inventory, buying trips, and
promotions. Based on sales projections, this loan would be reimbursed in full within three years.
Our business plan is attached, in which you will find all the information you need regarding the
business. If you have any questions or need any information, please contact Elizabeth Kyi at
(416) 555 8968.
Thank you for your consideration,
Elizabeth Kyi

BUSINESS DESCRIPTION

Lusso is a small boutique-style fashion retailer located at the corner of Bay and Bloor in
Yorkville, Torontos leading luxury retail destination. The boutique offers a wide selection of
shoes, handbags, jewelry, and accessories by leading high-end designers and brands for
Torontos modern woman. Lusso customers enjoy unparalleled service levels, creating an
environment where the women of Toronto can come to shop for the most up-to-date trends in
luxury product in a comfortable setting.
Our customer is a strong and confident woman between the ages of 25 and 40 who may live,
work, or shop in the Yorkville area. She is hard working, passionate, and social, and she craves
exclusivity in her shopping experiences. Lussos edgy, urban aesthetic appeals to this fashionforward customers desire to stand out.
The boutique not only offers quality product, but also provides excellent in-store service,
personal styling appointments, and on-demand vintage procurement. The store allows
customers to feel at home in a comfortable shopping atmosphere decorated with leather
furniture, plenty of seating, and complimentary coffee.
We will set ourselves apart from the competition by offering product customers cant find
elsewhere in the Canadian market and providing an exceptional total shopping experience. Our
relationships with our customers will not end when they make a purchase. We wish to develop a
strong a loyal customer base that returns to Lusso because they know they will receive superior
service and the most current luxury fashions.
The business will be run by four partners, Andrea Della Mattia, Leanna Silvestri, Jacqueline
Trunks, and Elizabeth Kyi, all of whom share a passion for high fashion and collectively possess
the business savvy and expertise to successfully build a fashion brand. Together, the vision and
creative eye of Andrea, the marketing and sales expertise of Leanna, the buying and planning
skills of Jacqueline, and the sales strategies and analysis provided by Elizabeth will drive
productivity and maximize profit.
Our businesss mission is to inspire confidence in Canadas luxury brand market by combining
cutting-edge, luxe brands with personalized styling services in order to provide a unique fashion
experience. We intend to accomplish this by bringing high fashion to Canada and gathering
Torontos fashion-forward elite together to create an entirely new type of shopping experience
based on a mutual love of luxury fashion.

PRODUCT AND SERVICE

Business Description
Lussos business will have two components: selling footwear, handbags, jewelry and accessories
and providing styling services to clients. Lusso will offer exceptional customer service and a
pleasing atmosphere to complement our luxurious and exclusive selection.

Store Merchandise
Lusso is a luxury womens footwear and accessories retailer offering a selection of womens
accessory product categories including:
Womens designer shoes
Womens luxury handbags
Womens jewelry
Womens accessories
The aesthetic is urban, edgy, and luxe. The product assortment incorporates colours and
silhouettes that convey a modern, trend-savvy persona in the wearer, while maintaining a look
that resists fad culture and stands the test of time. In selecting merchandise for Lusso, we aim to
offer clients a trendy aesthetic with craftsmanship that is superior to most other fashion
forward retailers in the current Canadian market. In addition, sales associates at Lusso will also
serve as stylists for our clients and work to source outside, coveted items.

In-House Stylist
Yorkville is one of Torontos top neighbourhoods for luxury shopping, yet the area does not
provide much in the way of styling services. Our sales associates/stylists will work with
customers both in and outside the store and provide them with assistance in choosing shoes,
handbags, and accessories, as well as source new and vintage items from around the world. Instore styling will be of no charge for our current customers and clients and will add to our
stores niche. For an additional fee, we will extend this service to assisting the client within their
home and provide additional consultations based on the clients existing wardrobe. This service
will be beneficial to Lusso, as it will increase customer retention and sales, as our stylists will
facilitate purchases made within the store.

Customer Service
Compared to the large format shops and department stores in Yorkville, Lussos smaller
boutique format will allow for exceptional customer service. Customers will be offered sparkling
water, coffee and tea, and sparkling wine upon entering the store. A comfortable seating area
will provide a place to sit and try on shoes, as well as look through high-end fashion magazines
and brand lookbooks. A sales associate/stylist will individually work with the customer to find
appropriate footwear and/or accessories based on the customers needs and desires and will
source items as necessary.
Shoes will be offered in a variety of Italian, US, and French sizes, ranging from approximately a
size 5 up to a size 10. Lusso will carry three of each size for every shoe to ensure exclusivity,
while guaranteeing that customers find what they are after. Following every purchase, the
customer will receive a thank-you email to let them know that their business is appreciated and
in order to gain feedback about their purchase. This will build customer loyalty and create a
personal relationship between customers and our sales associates/stylists.

Lusso will accept Visa, MasterCard, American Express, Interact, and cash. Credit and debit cards
will be processed through First Data, a credit card processing company. Visa and MasterCard
charge 0.05 percent of each transaction and American Express charges 0.15 percent of each
transaction.

Atmosphere
Lussos atmosphere will incorporate atmospherics and will create the ultimate shopping
experience. Cool and trendy music will be played quietly in the background in order to create a
positive and upbeat atmosphere. Light and fresh citrusy scents will infiltrate the store and will
work to increase purchasing behaviour. Lussos visual merchandising, dcor, and layout will
create a high-end, luxurious, and exclusive atmosphere that will entice customers. A
comfortable seating area consisting of an oversized sofa and chairs done in luxurious fabrics and
plush rugs will satisfy the customers sense of touch.

Store Niche
Lusso aims to fill an existing gap in the Canadian footwear and accessories market by offering
product rarely found in other luxury retailers. Currently, Davids and Specchio dominate the
luxury footwear market in Toronto. However, these retailers neglect the more fashion-forward
and trend-savvy luxury shopper. Lusso will maintain a similar price point while introducing a
product selection to the Canadian market that is edgier and more urban than Davids or
Specchio.
We will also offer an extensive selection of luxury handbags, accessories, sunglasses, and
jewelry, which will give us a competitive advantage over the competition. Although Holt
Renfrew, as a department store, offers these product categories as well, Lusso will carry a
selection of brands that are not carried at Holts, appealing to the fashion community specifically
and elevating our sense of exclusivity. In further contrast to Holt Renfrews business model, the
boutique setting of Lusso will offer a higher degree of customer service and emphasize lasting
client relations by offering personal styling and concierge services that other luxury brand
retailers dont currently have. Because Lusso offers a selection of vintage merchandise, part of
our services will involve sourcing and obtaining specific vintage items customers are looking for.
It will also involve ordering product based on individual customer wants and needs.

Trend Research
As Lusso is a cutting-edge, fashion-forward footwear and accessories boutique it is especially
important to keep up-to-date on current fashion trends. Trend research will be a constant
process, occurring daily by browsing through popular and up-and-coming fashion blogs and
websites, such as style.com, whowhatwear.com, The Sartorialist, and Face Hunter. Subscriptions
to trade journals, such as Womens Wear Daily and Style Sight, will ensure that Lusso is showing
forecasted trends. Close observation of Torontos street style scene will ensure that new and
edgy brands and trends are being followed. Twice a year, two owners will attend market weeks
in New York City. This will serve as a research trip by observing fashion trends and how they are
worn in fashion capitals and, as well as a networking trip by allowing vendor relationships to be
strengthened. Trends that are deemed appropriate and relevant for the Lusso customer will be
communicated through visual merchandising and styling advice.

LOCATION

10

Description of Location
Lusso occupies a desirable commercial retail space in the heart of Yorkville, a central and
frequently visited shopping destination for luxury customers. Our location in the heart of
Yorkvilles shopping district places us in a prime location to draw in foot traffic from our target
market.

Benefits and Strengths

We chose our location based on key benefits offered by the area that will contribute to the
success of the business. Most importantly, the area is a shopping destination for many; 31% of
people coming to Yorkville from other areas come with the intention of shopping which means
many potential customers passing or entering the store will already be in the mindset to spend
money and may be seeking specific items. Furthermore, locating our store in Yorkville places us
in close proximity to our competition, which will draw in the foot traffic of our desired customer.
We will be situated near stores such as Holt Renfrew, Davids Footwear, and Specchio Shoes,
which will give us a high degree of visibility and exposure to our target market. The most visited
shopping destination in Yorkville is The Bay (Environic, 2005), located at the intersection of Bloor
and Yonge. Lusso, located just one major city block west of The Bay, will draw in foot traffic from
shoppers visiting the Bay. Yorkville is also the workplace of many people within our target
market. The intersection of Bloor and Bay is within close proximity to many businesses
employing a population consisting of 59.6% white-collar positions with incomes averaging
$190,000 per year (Environic, 2005). This data is significant because it means that the people
walking past our store daily will be in our target income bracket. It also creates the potential of
lunch-break shoppers. By placing Lusso in this location, we not only attract those coming to
Yorkville as a shopping destination, but we also attract those who live and work in the area,
breeding the potential for loyal and repeat customers.
The location of Lusso will also hold great appeal for our customers. The store will be located
within close proximity to all the areas our target market either lives, works, plays, or a
combination of the three. Thus, there is a high degree of convenience for the customer and as a
result, a great deal of visibility and foot traffic for our store, creating mutual benefit for both
retailer and consumer. Our placement near our competition also acts as added benefit to the
consumer in that it creates a seamless and convenient shopping experience. In order to ensure
we are competitive, our store will carry brands that are heavily sought out by consumers but are
not carried at competing stores. Lusso will also offer the added benefit of one-on-one personal
shopping, concierge services, and client services.

Challenges and Weaknesses

As with any location, there will be drawbacks to being located in Yorkville that our business
prepares to overcome. The first being lower traffic levels associated with inclement weather.
Since our store location is not within an indoor shopping centre, ease and enjoyability of the
shopping experience is largely dependent on weather. During inclement weather conditions, we
may find lower traffic levels. Luckily, our store happens to have an alternate entrance accessible
to an indoor concourse, making us accessible to commuters during winter months and
unpleasant weather conditions, which will hopefully help to improve our business during these
times. Furthermore, we intend to optimize our sales in agreeable weather by increasing floor
coverage and adjusting daily sales plans according to weather conditions, aiming for higher
numbers during pleasant weather to make up for any losses incurred due to inclement weather.

11

Another challenge associated with Yorkville is a saturated luxury market. In order to ensure we
stand our amongst all the other luxury stores in the area, our store has developed a competitive
edge to set ourselves apart. Although we will be competing with nearby stores for the same
customer dollar, we will have the advantage of offering younger, trendier brands and styles than
those typically offered at other shoe stores with a similar average price point. In this way, we
can become known for having the product shoppers arent able to find at other high-end shoe
boutiques. Further, we will offer the additional service of personal styling and concierge services
to all customers in our store, which will encourage customer loyalty and generate positive word
of mouth for the business within the Yorkville community.
Another drawback of our location are the rental costs in the Yorkville area, which are
significantly higher than most other areas in Toronto, raising our annual fixed expenses.
However, according to Fortune magazine, Bloor St. is the seventh most expensive shopping
street in the world, and retail leases can achieve $1500-$4500 sales per square foot (Lifestyles
and Homes). Thus, although the high rental costs in Yorkville increase our operating expenses,
we feel that the potential for sales in this area will quickly realize profit despite high rental fees.

Interior Design and Visual Merchandising

The interior design of the store will focus on a neutral colour palette and clean, modern lines.
The walls will be painted a light slate grey, and shelving will be transparent glass with invisible
brackets. The countertop of the cash/wrap area will be a white and grey marled marble and all
fixtures will be in a dark gunmetal shade of silver. Upon entering the store, customers will see a
large glass display table showcasing a build up display of various product as well as lookbooks,
followed by our cash/wrap area, and then our seating area. The furniture in the seating area will
aim to create a comfortable setting so that customers feel welcome and encouraged to take a
seat and stay in the store for extended periods of time, interacting with our associates and
trying on merchandise. There will be a large cream-coloured leather couch, two matching
leather chairs, and a coffee-table, mimicking a typical living room setup near the back of the
store. . All along the right hand wall will be the glass shelving units displaying all shoes,
handbags, and accessories. Along the left side of the store, there will be three large floor to
ceiling mirrors with doors in between them that act as hidden doors to our stock room and
office area. The overall aesthetic of the store will convey the same sense of high end luxury and
exclusivity represented in our product, while maintaining a comfortable and laid back
atmosphere for customers to enjoy.

12

MARKETING PLAN

13

Target Customer
CATEGORIES
Geographics

Demographics

VARIABLES

BREAKDOWN

Region
City or Census
Metropolitan Area Size
Density
Climate
Age
Gender
Family Size
Stage in Family Life Cycle
Income
Occupation

GTA
250,000-1,000,000+
Urban
Any; Cold OR Warm
25-40
Female
1-4
Young single adult
Young married, w/ or w/o kids
$60,000+
Professional
Sales
Managerial
College or University graduate
All ethnic backgrounds
Owns or rents home

Education
Ethnic Background
Home Ownership

Lusso aims to target young adult females in Toronto and surrounding areas. The target market
ranges from age 25-40, an age sector that comprises nearly 60% of Yorkvilles inhabitants
(Environic, 2005). The Lusso customer is a mix of the urban and suburban dweller. She may live
and work in the downtown core or may come to shop in Yorkville from her home in wealthier
areas such as Oakville Lakeshore, Thornhill, or the Bridlepath. 31% of people travelling to
Yorkville from surrounding areas come with the intent of shopping, and 76% of customers make
purchases while shopping in Yorkville (Environic, 2005). She occupies a white-collar profession,
an occupational category that comprises 59.6% of Yorkvilles working population (Environic,
2005). Yorkvilles habitants earn an average yearly household income of $174,420 (Environic,
2005), ensuring that customers living and working in the area will be able to afford Lussos
luxury price point. She likely in the field of business, sales, or managerial in a creative industry
such as fashion or marketing, which speaks to this customers edgy and fashion-forward stylistic
preferences.
The Lusso woman is strong, confident, and passionate. She has a strong sense of self, knows
what she wants, and is not swayed by the opinions of others. She is upwardly mobile in her
career, and willing to work hard and commit herself to her dreams. Her position is likely in a
creative field, which keeps her lifestyle dynamic and places her at high-profile social events
frequently. She maintains a high degree of professionalism but thoroughly enjoys social time
with her friends and is constantly up to date with the most current happenings in the city. The
Lusso woman is highly aware of current fashion trends and always wears the most up-to-date
fashions. Aesthetic is important to her and she believes that fashion is an expression of
personality. Her look is sophisticated and timeless with an urban flare that conveys her personal

14

style. When shopping, she seeks superior craftsmanship, quality materials, and on trend
aesthetics. She dislikes fast fashion and is willing to pay a higher than average price point for the
perceived value offered by luxury items.

Pricing and Sales Strategies

Brands carried at Lusso are high-end designer labels, known for quality materials and
craftsmanship. Brands carried all have a strong brand image and identity, conveying a sense of
exclusivity and being on the cutting edge of fashion. The brand assortment will come together
to create one cohesive identity for Lusso that appeals to our target market as a whole. Brands
carried will include:
Shoes: Sophia Webster, Givenchy, Saint Laurent, Charlotte Olympia, Chloe,
Valentino, Senso, Kenzo, Alexander Wang
Handbags: Givenchy, 3.1 Phillip Lim, Sophie Hulme, Saint Laurent, Comme des
Garcons, vintage Chanel, vintage Hermes, Proenza Schouler, Alexander Wang
Accessories: Opening Ceremony, Kenzo, Givenchy, Balmain, Prada, Celine, Tom
Ford, Chanel, Karen Walker, Thierry Lasry, Illesteva, Oliver Peoples, Eugenia Kim
Jewelry: Lanvin, Maison Martin Margiela, Alexander McQueen, Saint Laurent, CC
Skye, Pamela Love, Dannijo, Tom Binns

Markup
Our stores markup goal will be approximately 55%. The average price point at Lusso will convey
a sense of exclusivity and superior quality. Since all brands carried are already established, all
products carried in Lusso have a predetermined retail price point. Price points range from:
Shoes: $250-$1500
o Average price point: $875
o Cost: $394
o Gross profit: $481
Handbags: $500-$2500
o Average price point: $1500
o Cost: $675
o Gross profit: $825
Accessories: $50-$1000
o Average price point: $525
o Cost: $236
o Gross profit: $289
Packaging costs will be approximately $2 consisting of logo shopping bags, tissue, and logo
stickers.

Markdowns
Our markdowns will begin at 10 percent off and move in increments of 10 percent until the
merchandise is 50 percent off, which is our cutoff markdown. Store promotions will feature
merchandise that is 10, 15, and 20 percent off given the promotional event. Emphasis will be
placed on markdowns ranging from 10-25 percent off, with shoes, handbags, and accessories
being marked down an average of 25 percent, which still allows for a profit. Markdowns ranging
from 25-50 percent off will be reserved for end-of-season clearance. Remaining items will be
sold to a liquidator.
Average shoe sale price: $656
15

 Average handbag sale price: $1125

Average accessories sale price: $394
It is estimated that only 30 percent of all shoes, 25 percent of all handbags, and 35 percent of all
accessories will sold on sale, as we will coordinate our vendor shipments to complement peak
selling periods throughout the year. These estimates are based on the fashion life cycle for
shoes, handbags, and fashion accessories, as trends for these items do not change as quickly as
with clothing items.

Multiple Pricing
Lusso will not offer multiple pricing.

Competitions Pricing
Our direct competitors, Holt Renfrew, Davids, and Specchio, have similar pricing schedules as
Lusso. The success of these businesses highlights the fact that the Yorkville shopper is willing to
pay more than the average customer, eliminating the need for frequent sales and promotions.
Our indirect competitors, SSense, All Saints, and Andrews, vary somewhat from Lusso in pricing.
SSense is an online fashion retailer that offers a wider selection of merchandise, but carries
similar brands at similar prices. Both All Saints and Andrews have a pricing schedule that is on
the low side compared to Lusso. While Andrews carries premium brands, it does not carry the
same luxury and exclusive brands as Lusso.

Stylist Service Pricing

Fee schedule for our in-house stylist is as follows:
In-store styling: complimentary
Procurement services: 10 percent of the cost of the item
In-home consultation: $100 for a one-hour consultation, $75 per hour for all
subsequent hours

Competition
Direct Competitors
Our direct competitors include Holt Renfrew, Davids, and Specchio. All of our competitors are in
the Yorkville shopping district, similarly to Lusso. Davids and Specchio are a boutique style
layout whereas Holt Renfrew is a high-end department store. Although Davids, Specchio, Holt
Renfrew, and Lusso all carry the same brand names, Lusso caters to more of the urban, edgy and
fashion-forward customer. These retailers have been included as our direct competitors, as our
target customer would typically shop at these stores during the same shopping visit. Holt
Renfrew, Davids and Specchio carry similar brands and merchandise, sometimes even
overlapping, however Lussos selection appeals more to our urban, edgy consumer. Since this
shopping district is known for having high-end boutiques, customers visit this area knowing they
can find exactly what they are looking for and are willing to pay a premium price.
Holt Renfrew is targeted to the upper middle class customer who is looking for that one stop
shop for brand names and designer labels and is willing to pay a premium and luxury price.
Although Holt Renfrew is known for their extensive customer service, they do not offer styling
or procurement services to their customers. It can be noted that Holt Renfrew stores do not

16

have a designated sale section as they have a completely different location to hold their
markdown items called HR2. Holt Renfrew has a loyal following and has opened three stores in
the GTA Bloor Street, Sherway Gardens, and Yorkdale Shopping Center.
Davids caters to the same target market as Holt Renfrew, yet their merchandise assortment
extends to only shoes and handbags. Davids is voted one of the top ten shoe stores in the world
by the International Trade journal. Although Davids has this title and also a loyal customer
following, Davids does not have the same extensive customer service values as Lusso does.
Davids has three stores open around the GTA, including Bloor Street, Bayview Village, and
Yorkdale Shopping Center.
Specchio is our direct competitor that is most like us in the sense that they cater to the more
trend savvy customer. Their product assortment is limited to mostly footwear whereas Lusso
carries footwear, handbags, accessories, and jewellery. Although Specchio has a loyal customer
following and is known for having trendy, up-to-date merchandise, they fail to have any sales or
promotions for their loyal customers. Specchio has only one store in the GTA on Bay Street in
Yorkville.

Indirect Competitors
Our indirect competitors include SSense (www.ssense.com), All Saints, and Andrews. All Saints
and Andrews both occupy brick and mortar locations in key luxury retail markets in the Toronto
area. All Saints operates one Canadian location in Yorkdale Shopping centre, and Andrews has
two locations in the GTA (Bayview & Avenue). SSense on the other hand is an online retailer
based out of the United States.
SSense is an online retailer that we believe is an indirect competitor because they carry a wide
variety of merchandise and brands that are similar to Lusso at the same general price point.
However, they do not have a brick-and-mortar store, giving Lusso the advantage of offering our
customers the ability to try on merchandise and see it first-hand before making a purchase.
SSense does however have an impressive online presence in the form of social media, Facebook
and Twitter, all of which are updated daily. They also provide a monthly newsletter to their
email subscribers.
All Saints is a UK based retailer who recently made their Canadian debut in Yorkdale Shopping
Center. We believe All Saints is an indirect competitor because their aesthetic, target market,
and price point are all similar to Lusso. Although these two stores will be competing for the
same customer, the merchandise they offer is different. All Saints product assortment focuses
on apparel and includes a small selection of private label shoes and jewelry. In contrast, Lussos
product focuses on accessories, handbags, and shoes by established designers and brands. Thus
although the two retailers are competing for the same consumer dollar, the product focus is
different, thus making All Saints and indirect competitor. At Lusso, we can leverage our
extensive selection of shoes, handbags, accessories, and jewelry to complement the kind of
outfits our customers might purchase at All Saints and similar clothing retailers.
Andrews is an indirect competitor because they carry an apparel-focused product assortment,
featuring a selection of designer brands similar to Lusso. Andrews offers styling services and
great customer service similar to Lusso. However, they remain an indirect competitor because

17

their aesthetic is slightly more conservative than Lussos. We will remain competitive by offering
a more extensive selection of non-apparel items, and going the extra mile to help source vintage
pieces that customer cannot find by themselves.
Our indirect competitors have the advantage of being already established and more widely
recognized than the Lusso brand. However, they cannot guarantee the superior customer
service Lusso has built directly into its brand culture. Our ultimate advantage will stem from the
feeling of exclusivity our customers experience from our personalized services and our trendy
and urban aesthetic.

Advertising and Promotion

Communication to Customers
Lusso is located on the southwest corner of Bay and Bloor, adjacent to the southern edge of the
Yorkville district. Lusso offers a merchandise assortment of brand name and designer footwear,
handbags, jewelry, and accessories that provides our urban customer with high-quality, fashionforward pieces to complete any look. Our outstanding customer service and personal styling
services will elevate our customers shopping experience beyond that of our luxury retail
competition and build personal client relationships and a sense of brand loyalty.

Methods
We will use a variety of methods to keep our customers up to date and informed about our
business and any in house promotions. To launch the opening of Lusso, we will host a grand
opening party at the store, offering attendees complimentary food and beverages. The event
will also host a grand opening giveaway of four $250 gift cards. To promote the business
following the launch, we will be using size print ads in ELLE magazine during the months of
May, July, September, and December totaling a combined cost of $3,000. In our ELLE
advertisements, we plan to raise awareness for our brand and draw the attention of our target
market. In addition to the ads in ELLE, we will feature print ads in Flare magazine during the
months of June, August, November, and February costing $3,000. We intend to use these Flare
advertisements to promote upcoming sales and promotions, as well as new product releases.
We also plan to send out bi-weekly e-mails to our loyal customers informing them about new
merchandise, upcoming sales, and loyalty days.
In addition to our launch party, magazine advertisements, and e-mail campaigns, we will also
create a promotional Lusso website for our customers and future customers to find out more
about the store. Here potential customers can find an overview of our brand, selection of
merchandise, location, and contact information. Our pre-opening cost to develop the webpage
is $400.00.

18

PERSONNEL AND MANAGEMENT

PLAN

19

Background
Andrea Della Mattia, Elizabeth Kyi, Jacqueline Trunks, and Leanna Silvestri have a combined love
and expertise that will enable them to create, run, and manage a small footwear and accessories
boutique in Yorkville, Toronto. All owners have graduated from Humber College with an
Advanced Diploma in Fashion Arts. Andrea, Elizabeth, and Leanna have management experience
at retailers such as Starbucks, Club Monaco, and Step n Out. Jacqueline has an immense
amount of customer service experience in her many years in the hospitality industry. All owners
have a background in store operations, hiring and training new employees.
In Andreas past employment, she has gained the knowledge and skillset that will enable
her to properly visual merchandise, install window presentations, and plan events.
In Elizabeths past employment, she has excelled in trend analysis, retail buying,
marketing, and wholesale sales.
In Jacquelines past employment, she has mastered the use of Microsoft Office,
Photoshop, and has vast experience in management, budgeting, and analysis.
In Leannas past employment, she has perfected all types of promotion, social media
marketing, and customer service.
Refer to personal business resumes for more information.

Strengths and Weaknesses

Name
Andrea Della
Mattia
Leanna Silvestri

Jacqueline Trunks

Elizabeth Kyi

Strengths

Weaknesses

Visual merchandising
Window installations
Event planning
Visual merchandising
Marketing, PR, & social media
Customer service
Retail buying
Trend analysis
Vendor relations
Retail buying
Sales and performance analysis
Assortment planning

Retail buying
Assortment planning
Vendor relations
Sales analysis
Visual merchandising
Event planning
Visual merchandising
Marketing, PR, & social media

All four partners of Lusso have individual strengths and weaknesses that complement one
another. Andrea has much experience in the field of visual merchandising and a strong eye for
design and aesthetics; her primary role thus revolves around store experience and design.
Leanna is a strong salesperson and manages client relationships to build and maintain customer
loyalty. She is also in charge of interacting with the customers outside the store through
marketing and social media. Jacqueline has a mind for numbers and an eye for predicting
trends; she manages the buying and assortment planning for the store. Elizabeths strengths are
practical and logistic and she uses them to analyze sales and productivity in order to forecast
future sales plans and provide Jacqueline with data to accurately plan her assortments. In order
to leverage the strengths of each partner and optimize productivity, we will use a division of
responsibilities (DOR) system, on top of regular floor duties, to hold each manager responsible
and accountable for a specific aspect of the business. Our DOR is organized as follows:
20

Partner

Responsibilities

Andrea
Leanna
Jacqueline
Elizabeth

Visual Merchandising and Store Experience

Customer Relations and Marketing Specialist
Buying and Assortment Planning
Sales Analysis and Forecasting

Compensation
In our first year of operation, we do not expect to take home an owners salary. We have
budgeted our personal expenses and finances prior to opening Lusso to ensure we are able to
take the financial risk. Our first year sales plan indicates a profit that we plan to reinvest into the
company for the following year to improve the business and product selection.
Job Title
Visual
Merchandiser
& Store
Planner

Job Description
First year Salary
The visual merchandiser & store planners job is to create
$000.00*
an atmosphere where our customers feel intrigued to
enter and look around. Their duties include plan-o-grams
of where new merchandise is to be placed, new window
displays weekly, present current colour stories, and to
also arrange new layouts in-between buying trips.
Retail Buyer
The buyers responsibilities include in depth trend
$000.00*
analysis prior to any and all seasonal buying trips,
constructing merchandise plans, budgeting based on
these merchandise plans, and any midseason buys on
popular items.
Marketing &
The marketing and social media personal is responsible
$000.00*
P.R
for any and all marketing initiatives including social
media.
Sales
The sales associates job is to assist any and all
$000.00*
Associate
customers needs.
Stock Room
The Stock Room Associates job is to keep the stock room
$000.00*
Associate
clean and uncluttered at all times. All merchandise must
be labeled with name and size at all time. They are also
responsible for unloading all merchandise after deliveries
and stocking as needed.
Finance
The Finance Administrators duties are to inputting
$000.00*
Administrator payroll, invoicing, monitor finances, bank statements,
manage receivables and payables, and any bookkeeping
required.
General
The general managers duties are to increase all
$000.00*
Manager
managements effectiveness by recruiting, coaching, and
counselling all other employees. They must maintain all
company values and objectives at all times.
*Salary will be $000.00 since we do not plan to go home with a salary the first year of our
operation being in business*

21

FINANCIAL PLAN

22

First-Year Sales Plan

Estimated buying customers served each day
Average price of items in store
Dollar value of each day's sales
Number days open each year
Amount of business per year

3
$400
$1,200
356
$427,200

Sales Per Square Foot

Total square footage
Selling square footage
Amount of business/selling square footage

1242
600
$712.00

Breakeven Analysis
Annual Sales
Annual Fixed Costs
Gross Profit %
Break-even Sales
Sales Over Breakeven
Profit Dollars

$427,200
$101,994
48.70%
$209,433.26
$217,766.74
$106,052.40

Justification
We have revised our sales plan and lowered our sales per day, thus lowering our annual sales
plan. We have adjusted the number of customers making purchases from four to three, which
decreases our sales per day from $1,600 down to $1,200. This decreases our annual sales plan
from $569,600 to $427,200 and gives us a more reasonable sales per square foot of $712.00
compared to $949.33. We decided to adjust the sales plan to make our profit margin more
reasonable and our sales goals more attainable.
Weve developed the figures for our sales plan based on industry standards for the sale of luxury
goods using average productivity indicator metrics for luxury retailers. The annual sales plan for
Lusso was determined primarily by two key indicators: conversation rates and sales per square
foot.
Conversion refers to the number of people making purchases divided by the number of people
entering the store. A typical conversion rate in a luxury bricks and mortar retailer can range
from 30% - 60% (Chevalier, 2012). We have decided to aim for the lower end of the spectrum,
with a conversion rate of 30% because our store is located in a busy area populated by tourists,
shoppers and business people alike. A 30% conversation rate accounts for patrons who enter
the store to merely check out the new store and may not necessarily have had the intention of

23

purchasing a luxury good. Thus, our sales plan accounts for an average of 3 purchases per day
with average daily foot traffic of 10 people.
A target sales per square foot measure of $700 was also used to determine our sales plan.
Although the industry standard for sales per square foot is $125 - $250 (Regni, 2009), we strayed
from this figure to accurately depict the selling potential of our particular business. Typically,
sales per square foot depends largely on the environment, brand standing, and type of
merchandise (Chevalier, 2012). Fortune Magazine states that in 2008, stores on Bloor St in
Yorkville were achieving sales per square foot of $1500 - $4500 (Lifestyles and Homes). We have
aimed lower than this in the development of Lusso to account for the fact that the
aforementioned numbers are based on already established brands and that business may be
slower in our first year. In terms of brand standing, Lusso will be carrying brands that have a well
developed and highly esteemed brand image and reputation in the fashion community,
justifying higher price points. And finally, we feel that a higher than average sales per square
foot is likely due to the fact that the merchandise carried is footwear, handbags, accessories,
and jewellery which takes up less space than apparel and can be merchandised effectively with
little selling space.

Monthly Sales Plan

Month
April
May
June
July
August

% Of Total
Year Sales
7.0%
8.3%
9.0%
8.0%
9.0%

September
October
November

Sales Plan

Justification

$29,904.00
$35,457.60
$38,448.00
$34,176.00
$38,448.00

16% below average due to store opening.

Average month.
8% above average due to warm weather.
4% below average due to vacation season.
8% above average due to warm weather and shopping
for fall season.

8.3%
8.3%
9.5%

$35,457.60
$35,457.60
$40,584.00

Average month.
Average month.
14% above average due to start of holiday shopping
season.

December

11.0%

$46,992.00

33% above average; busiest shopping month of the

year due to holidays.

January

6.3%

$26,913.60 24% below average due to weather and after-Christmas

slump.

February

7.0%

$29,904.00 16% below average; slight increase from January due to

Valentine's day, but bad weather is still an issue.

March
TOTAL

8.3%
100.0%

$35,457.60
$427,200.00

Average month.

24

Fixed Expenses
Annual
Cost Category
Staffing
Payroll Taxes
Rent
Utilities
Maintenance and Repairs
Security
Telephone/Fax
Internet
POS System Maintenance/Software Updates
Insurance
Supplies and Postage
Marketing/Advertising
Travel and Entertainment
Accounting/Bookkeeping
Banking Services
Miscellaneous
TOTAL

Annual Expenses
$0.00
$0.00
$52,052.22
$6,835.20
$1,708.80
$1,281.60
$2,563.20
$640.80
$1,312.40
$2,563.20
$2,990.40
$17,088.00
$6,408.00
$569.60
$2,990.40
$2,990.40
$101,994.22

% Of Sales Plan
0.00%
0.00%
12.18%
1.60%
0.40%
0.30%
0.60%
0.15%
0.31%
0.60%
0.70%
4.00%
1.50%
0.13%
0.70%
0.70%
23.88%

Monthly Expenses
$0.00
$0.00
$4,337.69
$569.60
$142.40
$106.80
$213.60
$53.40
$109.37
$213.60
$249.20
$1,424.00
$534.00
$47.47
$249.20
$249.20
$8,499.52

% Of Sales Plan
0.00%
0.00%
1.02%
1.60%
0.40%
0.30%
0.60%
0.15%
0.03%
0.60%
0.70%
4.00%
1.50%
0.01%
0.70%
0.70%
12.30%

Monthly
Cost Category
Staffing
Payroll Taxes
Rent
Utilities
Maintenance and Repairs
Security
Telephone/Fax
Internet
POS System Maintenance/Software Updates
Insurance
Supplies and Postage
Marketing/Advertising
Travel and Entertainment
Accounting/Bookkeeping
Banking Services
Miscellaneous
TOTAL

25

Capital Spending Plan

Expense Items
Rent/security deposit
Electric
Gas and water
Security/Internet
Telephone/fax
Insurance deposit
Supplies/postage
Advertising/marketing
Travel
Legal advice
Accounting/bookkeeping
Inventory
TOTAL
Capital Items
POS system
Telephone/fax
Renovations
Fixtures/furniture
Store sign
TOTAL

Budgeted Dollars
$13,050.00
$700.00
$300.00
$150.00
$100.00
$500.00
$500.00
$1,750.00
$2,500.00
$1,000.00
$300.00
$63,000.00
$83,850.00
Budgeted Dollars
$4,000.00
$500.00
$4,000.00
$13,000.00
$1,500.00
$23,000.00

Justification
Expense Items
Rent/security deposit: Our lease stipulates two months rent as a security deposit. In addition,
we must pay the first months rent in advance, before we open.
Electric, gas, and water: Utility expenses include the cost of installation, safety check, and the
first months usage bill while we are setting up the store and preparing for opening. Also
includes a deposit on one months usage for each utility.
Security/Internet: This expense includes installation and set up fees for our loss prevention
system, as well as our Internet.
Telephone/fax: The installation of two telephone lines, one for the office and one for the floor,
and a fax line will cost $100. Capital Item: Two cordless phones and a fax/printer/scanner
combination will cost $500.
Insurance deposit: In our Profit and Loss statement we indicated that we would purchase
liability insurance from Desjardins Insurance. They require a down payment of $500.
Supplies/postage: The budget for supplies and postage includes all office and cleaning supplies
to prepare for store opening and initial operations.
Advertising/marketing: This expense includes website launch, creation of press kit, grand
opening invitations, event, and giveaway.

26

Travel: Two partners will need to make a buying and market research trip prior to opening to
New York City for market week.
Legal advice and accounting: Legal expenses for counsel on our lease agreement and
partnership agreement. Accounting expenses cover the purchase of QuickBooks Canada Small
Business.
Inventory: This includes the cost of preopening inventory assuming that our stock will turnover
3.5 times in our first year of business.

Capital Items
POS systems: This capital item includes the purchase of two Apple iPads, which will be used to
process transactions through the use of a POS application. This cost will also include debit/credit
card terminals used to process payments, as well as hardware, cash drawer, scanners and
equipment, and inventory system.
Renovations: This cost includes the building of in store displays and risers, shelving units in the
stockroom, installation of cash wrap, grid walls and other fixtures, and painting (includes the
cost of paint and labour).
Store sign: Cost of making and installing the storefront sign.

27

Profit and Loss Statement

Month April
May
June
July
Aug.
Sept.
Oct.
Nov.
Dec.
Jan.
Feb.
Net Sales 29,904 35,458 38,448 34,176 38,448 35,458 35,458 40,584 46,992 26,914 29,904
Cost of Goods 15,341 18,190 19,724 17,532 19,724 18,190 18,190 20,820 24,107 13,807 15,341
Sold
Gross Profit 14,563 17,268 18,724 16,644 18,724 17,268 17,268 19,764 22,885 13,107 14,563
Staffing
0
0
0
0
0
0
0
0
0
0
0
Payroll Taxes
0
0
0
0
0
0
0
0
0
0
0
Rent 4,338 4,338 4,338 4,338 4,338 4,338 4,338 4,338 4,338 4,338 4,338
Utilities (Electric,
527
527
600
600
600
527
527
600
600
600
600
Heating, and
Water)
Maintenance
142
142
142
142
142
142
142
142
142
142
142
Telephone/Fax
214
214
214
214
214
214
214
214
214
214
214
Security
107
107
107
107
107
107
107
107
107
107
107
Internet and POS
163
163
163
163
163
163
163
163
163
163
163
System
Maintenance
Insurance
214
214
214
214
214
214
214
214
214
214
214
Supplies and
249
249
249
249
249
249
249
249
249
249
249
Postage
Marketing 1,750 1,261 1,261 1,261 1,750 1,261 1,261 1,750 1,750 1,261 1,261
Travel and
141
141
141
141 2,500
141
141
141
141
141 2,500
Entertainment
Accounting
285
0
0
0
0
0
0
0
0
0
0
Banking Services
249
249
249
249
249
249
249
249
249
249
249
Miscellaneous
249
249
249
249
249
249
249
249
249
249
249
Total Expenses 8,627 7,853 7,926 7,926 10,774 7,853 7,853 8,415 8,415 7,926 10,285
Net Profit/Loss 5,936 9,415 10,798 8,717 7,950 9,415 9,415 11,349 14,470 5,181 4,278

28

Total
March
35,458 427,200
18,190 219,154

%
100%
51.3%

17,268 208,046
0
0
0
0
4,338 52,052
527
6,835

48.7%
0%
0%
12.2%
1.6%

142
214
107
163

1,709
2,563
1,282
1,953

0.4%
0.6%
0.3%
0.5%

214
249

2,563
2,990

0.6%
0.7%

1,261
141

17,088
6,410

4.0%
1.5%

285
570
249
2,990
249
2,990
8,138 101,995
9,130 106,051

0.1%
0.7%
0.7%
23.9%
25%

Justification
Staffing and Payroll Taxes: In our first year of business we will not hire any outside employees,
as all four owners will act as sales associates, stylists, and managers. Therefore, staffing costs
are zero. This will also result in no payroll tax expenses. By having the owners run the store, we
are controlling our staffing and associated expenses.
Rent: 1242 square feet X $41.91 per square foot.
Utilities: Natural gas supplied by Enbridge; gas usage goes up in winter months resulting in a
higher utility bill for the months of November to February. Water is supplied through the City of
Toronto and remains constant throughout the year. Toronto Hydro supplies electricity at a
standard rate and is higher for the months of June to August due to air conditioning and
therefore increases the utility bill. Closely monitoring usage and keeping it to a minimum will
control utilities costs.
Maintenance: The lease is a gross lease meaning that the lessee is not responsible for any
maintenance issues associated with the property itself. However, an amount will be saved each
month and placed in a business savings account for emergency maintenance and repair issues
associated with store fixture or computer systems.
Telephone/Fax: Through Bell; quote for business rate monthly service and unlimited long
distance. Higher costs associated with out-of-town vendors and necessary long-distance calls.
Security: Through ADT; monthly fee covers cost for initial alarm system installation, alarm
maintenance, and 24-hour alarm coverage.
Internet and POS System Maintenance: Internet through Bell packaged with telephone
services to control costs. First Data POS program; system maintenance will cover the cost of
having a service person visit the store and service consultation over the phone when system
issues arise.
Insurance: Through Desjardins insurance; liability insurance.
Supplies and Postage: Includes stationary, stamps, printer ink and other office supplies, light
bulbs, cleaning supplies, toilet paper, and any other day-to-day necessities. Will be purchased in
bulk to control costs.
Marketing: Expenditures will be highest during the months of April, when the store is first
opening, November, when the holiday shopping season begins and Black Friday sales occur, and
December, which is the peak month for holiday shopping. The business will rely on word-ofmouth marketing and buzz created by location.
Travel and Entertainment: Buying trips to New York City will occur during the months of
February and August when market weeks are held for Fall/Winter and Spring/Summer
respectively. Only one owner will attend each buying trip, which will minimize travel expenses. A
monthly expenditure for entertainment will cover the cost of taking vendors out for lunches and
dinners to facilitate relationship building.
Accounting: Bookkeeping to be done by owners using QuickBooks Canada Small Business; this
cost is divided between the months of April, when the store opens and the program will be
purchase, and March, right before tax season when an updated version will be purchased.
Avoiding the use of professional accountants will reduce costs.
Banking Services: Through Scotiabank, which is located near the business. Monthly fee covers
the cost of the business account including costs for cashiers cheques, money orders, and credit
card processing charges.
Miscellaneous: Extra money for unforeseen costs.

29

Cash Flow Forecast Plan

Preopening
Cash

$100,000

Loan

$10,000

Line of credit

$30,000

Gross sales
Total Cash

$110,000

April

May

June

July

August

Sept

Oct

Nov

Dec

Jan

Feb

March

Total

$3,650

$11,868 $20,414

$30,878 $40,069 $47,684 $56,230

$64,776

$75,886

$91,405

$99,334

$105,894

$29,904

$35,458 $38,448

$34,176 $38,448 $35,458 $35,458

$40,584

$46,992

$26,914

$29,904

$35,458

$427,200

$33,554

$47,326 $58,862

$65,054 $78,517 $83,142 $91,688

$105,360

$122,878

$118,319

$129,238

$141,352

$1,075,289

Itemized Expenses
Staffing

$0

Payroll taxes

$0

Rent

$13,050

$4,338

$4,338

$4,338

$4,338

$4,338

$4,338

$4,338

$4,338

$4,338

$4,338

$4,338

$4,338

$52,056

Utilities

$1,000

$527

$527

$600

$600

$600

$527

$527

$600

$600

$600

$600

$527

$6,835

Maintenance

$0

$142

$142

$142

$142

$142

$142

$142

$142

$142

$142

$142

$142

$1,704

Sec/Internet

$150

$160

$160

$160

$160

$160

$160

$160

$160

$160

$160

$160

$160

$1,922

Phone/fax

$100

$214

$214

$214

$214

$214

$214

$214

$214

$214

$214

$214

$214

$2,568

Banking

$0

$249

$249

$249

$249

$249

$249

$249

$249

$249

$249

$249

$249

$2,988

POS system

$4,000

$109

$109

$109

$109

$109

$109

$109

$109

$109

$109

$109

$109

$1,312

Insurance

$500

$214

$214

$214

$214

$214

$214

$214

$214

$214

$214

$214

$214

$2,568

Supp/post

$500

$249

$249

$249

$249

$249

$249

$249

$249

$249

$249

$249

$249

$2,988

Marketing

$1,750

$1,750

$1,261

$1,261

$1,261

$1,750

$1,261

$1,261

$1,750

$1,750

$1,261

$1,261

$1,261

$17,088

Travel

$2,500

$141

$141

$141

$141

$2,500

$141

$141

$141

$141

$141

$2,500

$141

$6,410

Acct/bkp

$300

$285

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$285

$570

Misc

$0

$249

$249

$249

$249

$249

$249

$249

$249

$249

$249

$249

$249

$2,988

Inventory

$63,000

$17,000 $20,000 $19,000 $19,000

$21,000

$23,000

$11,000

$13,000

$19,000

$214,000

Legal

$1,000

Renovations

$4,000

Fixt/furniture

$13,000

Store sign

$1,500

$13,000

$19,000 $20,000

30

Loan repay

$0

LOC repay

$0

$58

Total Expenses

$106,350

Owner's draw

$0

$0

$0

$0

$0

$0

Total Cash
Payments
EOM cash

$0

$21,686

$26,912 $27,985

$24,985 $30,833 $26,912 $26,912

$29,474

$31,474

$18,985

$3,650

$11,868

$20,414 $30,878

$40,069 $47,684 $56,230 $64,776

$75,886

$91,405

$99,334

$105,894

$114,155

$21,686

$58

$58

$26,912 $27,985
$0

$0

$58

$58

$58

$58

$58

$58

$58

$700

$24,985 $30,833 $26,912 $26,912

$29,474

$31,474

$18,985

$23,344

$27,197

$316,697

$0

$0

$0

$23,344

$27,197

$0

$58

$0

$58

$0

Justification
Personal: Each partner will invest $25,000 into the business to demonstrate to lending institutions and other investors that we are committed to
the success of the business. By investing equal amounts each partner will equally share in profits and risks and will have equal say in business
decisions.
Lending Institution Credit Union and/or Large Bank: Such as Meridian Credit Union or Scotiabank, as both these lending institutions have
received high ratings from small businesses.

31

Pro Forma Income Statement April 1 2015 to March 31, 2016

Gross Sales
Cost of Good Sold
Beginning Inventory
+ Purchases
- Ending Inventory
Gross Profit
Operating Expenses
Payroll
Payroll Taxes
Rent
Utilities (fuel, electricity, water)
Maintenance and Repairs
Security/Internet
Telephone and Fax
Interest on Loan
Point of Sale System Maintenance/Updates
Insurance
Postage and Supplies
Marketing and Advertising
Travel and Entertainment
Accounting and Bookkeeping
Banking Services
Depreciation and Amortization
Miscellaneous
Total
Operating Profit

32

$427,200.00
$63,000.00
$209,000.00
$52,846.00
$208,046.00
$0.00
$0.00
$52,056.00
$6,835.00
$1,704.00
$1,922.00
$2,568.00
$1,050.00
$1,312.00
$2,568.00
$2,988.00
$17,088.00
$6,410.00
$570.00
$2,988.00
$4,520.00
$2,988.00
$107,567.00
$100,479.00

Pro Forma Balance Sheet April 1, 2015

Current Assets

Current Liabilities

Cash

$3,650.00

Current Portion of Long Term Debt

$819.00

Inventory

$63,000.00

Line of Credit

$0

Prepaid Rent-Security Deposit

$13,050.00

Total

$819.00

Prepaid Utilities (Electricity, Heat, Water)

$1,000.00

Prepaid Insurance Deposit

$500.00

Long Term Liabilities

Prepaid Marketing Expenses

$1,750.00

Long Term Debt

$9,181.00

Prepaid Travel Expenses

$2,500.00

Total

$10,000.00

Security/Internet

$150.00

Prepaid Accounting and Legal Services

$1,300.00

Postage and Supplies

$500.00

Total

$87,400.00

Other Assets
Point of Sale System

$4,000.00

Owners Equity

Telephone and Fax Equipment

$100.00

Owners Investment

$100,000.00

Leasehold Improvements Renovations

$4,000.00

Retained Earnings

$0

Furniture and Fixtures

$13,000.00

Plus: Net Income (Profit)

$0

Store Sign

$1,500.00

Less: Owners Draw

$0

Total

$22,600.00

Total

$100,000.00

Total Assets

$110,000.00
Total Liabilities and Owner Equity

$110,000.00

Current Ratio

106.72

Net Working Capital

$86,581.00

Debt to Worth Ratio

0.10

33

PRODUCT AND SERVICES FORMS

34

Core Vendors
DESIGNER
Shoes
Alexander Wang
Charlotte Olympia
Chloe

Givenchy
Kenzo
Saint Laurent
Senso
Sophia Webster
Valentino
Handbags
3.1 Phillip Lim
Alexander Wang
Comme des
Garcons
Givenchy
Proenza Schouler
Saint Laurent
Sophie Hulme
Vintage Chanel
Vintage Hermes

ADDRESS

CONTACT NUMBER

PRICE POINT

103 Grand Street

New York, New York
22 E 65th Street
New York, New York
54 Rue du Faubourg SaintHonore
Paris, France
3 Avenue George V Paris,
France
50-62 Rue de Rennes Paris,
France
7 Av. George V
Paris, France
20 Hutchinson Street
Surry Hills, Australia
38 King Street
London, England
20 Via Montenapoleone
Milan, Italy

T: 212 977 9683

$500-$800

T: 212 744 1842

$500-$1500

T: 01 44 94 33 33
F: 01 47 42 60 50

$600-$1000

T: 33 1 44 31 50 00
F: 33 1 47 21 44 96
T: 01 45 44 27 88

$700-$1500

T: 330 156 626 572

F: 330 156 626 341
T: 61 2 9356 3339

$800-$1500

T: 440 2077291257

$500-$1000

T: 3 902 885 2246

$700-$1500

115 Mercer Street

New York, New York
103 Grand Street
New York, New York
54 Rue du Faubourg
Saint-Honore
Paris, France
3 Avenue George V Paris,
France
495 Broadway 8th Floor
New York, New York
7 Av. George V
Paris, France
153 Farringdon Road
London, England
9 W 57th Street
New York, New York
24 Rue du Faubourg SaintHonore
Paris, France

T: 212 334 1160

$500-$1000

T: 212 977 9683

$600-$1000

T: 3 315 330 2727

F: 3 315 330 2728

$200-$400

T: 33 1 44 31 50 00
F: 33 1 47 21 44 96
T: 212 343 1360
F: 212 343 0216
T: 330 156 626 572
F: 330 156 626 341
T: 440 2077137991

$1500-$3000

T: 212 674 9181

Will Vary

T: 33 014 017 4920

Will Vary

35

$300-$800

$200-$450

$600-$3000
$1000-$3500
$500-$1000

Accessories
Balmain
Celine
Chanel
Eugenia Kim
Givenchy
Illesteva
Karen Walker
Kenzo
Oliver Peoples
Opening Ceremony
Prada
Thierry Lasry
Tom Ford
Jewellery
Alexander
McQueen
CC Skye

Dannijo
Lanvin

Maison Martin
Margiela
Pamela Love
Saint Laurent
Tom Binns

13 Rue du Mail
Paris, France
24 Rue Francois 1ER
Paris, France
9 W 57th Street
New York, New York
152 5th Avenue
Brooklyn, New York
3 Avenue George V Paris,
France
368 Broadway #315
New York, New York
6694 Welesley Street
Auckland, NZ, USA
50-62 Rue de Rennes Paris,
France
8570 Sunset Blvd West
Hollywood, California USA
35 Howard Street
New York, New York
28 Via Antonio Fogazzaro
Milan, Italy
48 Ave JB Clement
France
845 Madison Avenue
New York, New York

T: 33 014 996 2070

F:33 014 996 2072
T: 3 314 070 0703
F: 3 314 070 0580
T: 212 674 9181

$400-$900

T: 718 783 2826

$150-$500

T: 33 1 44 31 50 00
F: 33 1 47 21 44 96
T: 212 577 6040

$400-$1000

T: 6 409 361 0780

$200-$400

T: 01 45 44 27 88

$200-$400

T: 310 734 5000

$300-600

T: 212 219 2688

$200-500

T: 390 255 0281

F: 39 025 502 8859
T: 3 314 825 3630

$300-$800

T: 212 359 0300

F: 212 359 0301

$400-$800

8379 Melrose Ave

Los Angeles, California USA
22809 Pacific Coast
Highway
Malibu, California
N/A
New York, New York
15 Rue du Faubourg SaintHonore
Paris, France
163 Rue Saint Maur
Paris, France
143 W 28th Street
New York, New York
7 Av. George V
Paris, France
41 Perry Street
New York, New York

T: 323 782 4983

$300-$2000

T: 310 456 1582

$50-250

T: 646 755 8909

$250-1000

T: 612 048 629

$1500-$5000

T: 33 014 453 6320

$300-$1500

T: N/A

$100-$800

T: 330 156 626 572

F: 330 156 626 341
T: 917 475 1412

$300-$1500

36

$800-$2500
$400-$2000

$200-$400

$400-$600

$150-$2500

LOCATION FORMS AND FLOOR

PLAN

37

Store Location Fact List

Cross streets

Bloor Street and Bay Street; Bloor Street fronts the property

Dimensions of entire space:

Total square footage

1242 square feet

Dimensions of separate spaces:

Square footage of bathrooms,
square footage of store rooms

Square footage of non-selling space: 642

Square footage of bathroom: 24 sq. ft.
Square footage of storerooms: 500 sq. ft.
Square footage of office: 128 sq. ft.
Square footage of selling space: 600 sq. ft.
Rectangular

Shape of store
Location of entrances/exits

Street entrance on the front of the store and an entrance at the

back to the retail complex on the main floor

Locations of windows

Street-side and open to retail complex.

Monthly rent,
Rental/square foot

Monthly rent: $4337.69

Rental/square foot: $41.91

Terms of lease

One-year term, gross lease.

Common area fees:

Maintenance,
marketing, etc
Security deposit

N/A

Realtor fees

Paid by owner of building.

Expenses incurred by leasee:

Utilities, etc.

Utilities covered by leasee, including hydro, electricity, and gas. Any

future interior renovations to be paid for by lease.

Allowable renovations

Minor renovations permitted, but must be approved by landlord.

Landlord
obligation/commitment for
renovations
Miscellaneous

Landlord has agreed to pay for exterior and retail complex upkeep,
as well as being responsible for the upkeep of any structural
maintenance.
N/A

Two months rent.

38

Floor Plan
WINDOW

Vanity w/ Sink

Toilet

Storage Closet

DOOR

DOOR
Filing

Chair

Chair

Mirror

Bathroom

DOOR
WINDOW
South Entrance - Retail Concourse

Coffee
Table w/
Magazines

Offic Ar ea

Chair

Chair

DOOR

Counter gw/ Eatin Ar ea

Mini-Fridge Underneath

Desk

Rug
Couch
Curtains

Curtains

Shelving Unit

Mirror

DOOR

Table

Stock Shelves

DOOR

Stock Shelves

Display Case

Mirror

Stock Shelves

Stock Room

WINDOW

39

Wall Shelving to Display Shoes and Handbags

Cash Area

Rug
Display
Table w/
Lookbooks

North Entrance - Street

DOOR

WINDOW

Real Estate Listing

40

Commercial Lease
RETAIL DEED OF LEASE AGREEMENT
THIS

DEED

OF

LEASE

AGREEMENT

(this

Lease),

is

made

as

of

this

of Month , Year , by and between Landlords name in ALL CAPS (the Landlord), Tenants name in
ALL CAPS (the Tenant), and Thalhimer, a Virginia corporation (the Agent).
WITNESSETH
THAT for and in consideration of the below stated rent and other terms and conditions stipulated in this Lease,
Landlord does hereby lease to Tenant, and Tenant does hereby rent from Landlord, the following described
property located in the City/County of ____________, State (the Leased Premises) and more particularly
described on Exhibit A, attached hereto and by this reference made a part hereof.

TO HAVE AND TO HOLD said Leased Premises and the privileges and appurtenances thereunto belonging
unto Tenant, its successors and permitted assigns, for the term hereinafter provided, and upon all of the following
terms and conditions, to which Landlord, Tenant and Agent hereby mutually covenant and agree:
1.

TERM:
The original term of this Lease (the Term) shall be for Number of years - written out ( Number of
years - numerical) years and shall commence on the Day of Commencement day of Month of
Commencement , Year of Commencement (the Commencement Date) , and shall end on the Day of
Expiration day of Month of Expiration , Year of Expiration (the Expiration Date). The twelve-month
period following each anniversary of the Commencement Date is referred to herein as a Lease Year.
Notwithstanding anything contained herein to the contrary, Landlord and Tenant mutually agree that if the
Leased Premises cannot be delivered to Tenant on the Commencement Date for any reason, then the
Commencement Date shall be adjusted to the date possession is given to Tenant and the Expiration Date shall be
adjusted to reflect the Term of this Lease as contemplated herein. Tenant agrees that it shall not be entitled to
any damages, rights or remedies whatsoever which Tenant might otherwise have by reason of possession of the
Leased Premises not being given on the originally contemplated Commencement Date; provided, however, that
if Landlord is unable to give possession of the Leased Premises to Tenant on the Commencement Date due to
work undertaken by Landlord at Tenants request, then the Rent (as hereinafter defined) shall nevertheless
commence as scheduled on the Commencement Date without abatement or allowance and the Expiration Date
and the term of this Lease shall not be adjusted.
In the event Tenant (i) shall fail to take possession and open for business in the Leased Premises fully
fixtured, stocked and staffed on the Commencement Date, or (ii) shall vacate, abandon or desert the Leased
Premises, or (iii) shall cease operating Tenants business therein, then and in any of such events (hereinafter
collectively referred to as Failure to do Business) Landlord shall have the right, at its option (i) to collect not
only the Rent, but also Additional Rent (as hereinafter defined) equal to one-half (1/2) of the Rent reserved for
the period of Tenants Failure to do Business, computed at a daily rate for each and every day during such
period, and such Additional Rent shall be deemed to be in lieu of any Percentage Rent (as hereinafter defined)
that might have been earned by Landlord during such period, or in addition, at Landlords option, (ii) to treat
such Failure to do Business as a default under this Lease.
2.

RENT:
During the Term of this Lease Tenant covenants to pay a base annual rental to Landlord, without any
demand, offset, or reduction whatsoever, the sum of Annual Rental Payment - written out Dollars ($
Annual Rental Payment - numerical ), payable in equal monthly installments in advance on the first day of
each month in the amount of Monthly Rental Payment - written out Dollars ($ Monthly Rental Payment numerical ) (together with the Percentage Rent and the Renewal Rent, as hereinafter defined, and all additional
charges and rental (hereinafter collectively referred to as Additional Rent), the Rent); provided, however,
that Tenant shall pay the first months installment of Rent simultaneously with Tenants execution of this Lease.
In addition, if the Term does not commence on the first day of the month, Tenant shall pay, simultaneously with

41

Tenants execution of this Lease, Rent for the period from the Commencement Date to the last day of the
calendar month in which the Commencement Date occurs equal to one-thirtieth of the Rent due hereunder for
each day of such period, together with all other sums due under this Lease for such period. All Rent thereafter
shall be payable in advance on the first day of each month. All Rent due Landlord shall be paid when due to
Agent at P. O. Box 702, Richmond, Virginia 23218-0702 or to such other place as Landlord may designate in
writing to Tenant.
A.
PERCENTAGE RENT:
Tenant agrees to pay Landlord Percentage Rent % - written out percent ( Percentage Rent % numerical %) of Tenants Gross Sales (as hereinafter defined) in excess of $ Gross Sales Amount per annum numerical per annum during each Lease Year of the Term and any Renewal Lease Terms of this Lease (the
Percentage Rent). For any Lease Year longer or shorter than twelve full months, the Percentage Rent shall be
proportionately adjusted. The Percentage Rent shall be determined and payable annually on or before the
fifteenth (15th) day following the close of each Lease Year.
On or before the twentieth (20th) day of each month during the Term of this Lease, commencing with
the second full month thereof, Tenant shall deliver to Landlord and Agent a current statement of the Gross Sales
made in, upon or from the Leased Premises during the calendar month immediately preceding the current month.
In addition to such monthly statement, Tenant shall, on or before the twentieth (20th) day following each
anniversary of the Commencement Date deliver to Landlord a certified statement showing the total Gross Sales
made in, upon or from the Leased Premises for the preceding Lease Year, and at such time as such certified
statement is delivered to Landlord, an adjustment, if necessary, between the Rent then in effect, and any
Additional Rent due shall immediately be paid by Tenant. The first such payment shall include any Percentage
Rent that may be due for any fraction of a month from the Commencement Date to the first day of the first full
calendar month.
Tenant further agrees to furnish monthly to Landlord accurate and exact reports of all sales reported to
the Commonwealth of Virginia and to permit Landlord, at its expense, at any time and from time to time, to have
an audit made of said books, records and accounts. Upon five (5) days prior written notice to Tenant, Landlord
shall have the right to cause a complete audit to be made of all business affairs conducted at, upon or from the
Leased Premises by Tenant (and all assignees, concessionaires, licensees or subtenants of Tenant, as may be
permitted under the terms of this Lease) and of all books and records pertaining thereto, and Tenant will make all
such books and records available, or cause the same to be made available, for such examination at the Leased
Premises. If the results of such audit shall show that Tenants statement of Gross Sales for any period has been
understated by two percent (2%) or more, then Tenant agrees to pay Landlord the cost of such audit and in
addition, any deficiency payment required as shown by such audit. A report of the findings of Landlords
accountant shall be binding and conclusive upon Landlord and Tenant. The furnishing by Tenant of any grossly
inaccurate statement shall constitute a default under this Lease. Any information obtained by Landlord as a
result of such audit shall be held in strict confidence by Landlord, except in any action or proceeding to recover

42

FIRST LEASE ADDENDUM

GUARANTY
[IF AN INDIVIDUAL]
In consideration of Landlord agreeing to lease to Tenant the Leased Premises, the undersigned, hereby
waiving the obligations of the homestead exemption laws as to this Lease, jointly and severally if there be more
than one undersigned, guarantee the payment of Rent and the performance of all provisions of this Lease by
Tenant, its successors and assigns, and agree that the mere nonpayment of Rent and nonperformance of said
provisions by Tenant or its successors and assigns shall create an immediate liability on the part of the
undersigned to Landlord and its successors and assigns and to Agent and its successors and assigns. Landlord
and Agent need not first exhaust their legal remedies against Tenant or its successors and assigns before
proceeding against the undersigned. Neither Landlord nor Agent is required to notify the undersigned of any
default of Tenant under the provisions of this Lease. Landlord and Tenant may amend this Lease from time to
time and may increase the obligations of Tenant hereunder without releasing guarantor from any liability under
this guaranty.

Date:
Name:
Address:

Social Security Number:

[IF A CORPORATION, LIMITED LIABILITY COMPANY OR PARTNERSHIP]

In consideration of Landlord agreeing to lease to Tenant the Leased Premises, the undersigned, hereby
waiving the obligations of the homestead exemption laws as to this Lease, jointly and severally if there be more
than one undersigned, guarantee the payment of Rent and the performance of all provisions of this Lease by
Tenant, its successors and assigns, and agree that the mere nonpayment of Rent and nonperformance of said
provisions by Tenant or its successors and assigns shall create an immediate liability on the part of the
undersigned to Landlord and its successors and assigns and to Agent and its successors and assigns. Landlord
and Agent need not first exhaust their legal remedies against Tenant or its successors and assigns before
proceeding against the undersigned. Neither Landlord nor Agent is required to notify the undersigned of any
default of Tenant under the provisions of this Lease. Landlord and Tenant may amend this Lease from time to
time and may increase the obligations of Tenant hereunder without releasing guarantor from any liability under
this guaranty.
GUARANTOR:
Date:

,
a

By:
Name:
Title:
Address:
Employer Identification Number:

43

Map of Area

Store Set-Up Budget

Renovations/Building
Category
Build in-store display risers and shelves in
stockroom
Installation of cash wrap, grid walls, and other
fixtures
Painting (Including cost of paint, labour, and
store cleaning)
Total

44

Cost
$2000
$1000
$1000
$4000

Sales Floor
Item or Category
Store Sign
Tiered Tables
Stacking Cube Displays
Glass Showcases
Full-Length Flat
Mirrors
Grid walls
Panels and Brackets
Shelves and Brackets
Cash wrap and table
behind
Coffee Table
Couch
Chairs
Rug
Countertop display
cases, miscellaneous
Total Expenses

Ready-Made Fixtures and Equipment (2)

Number Needed
Cost Each
1
$1500
2
$400
4
$100
1
$1000
3
$500
$2.50

Extended Cost
$1500
$800
$400
$1000
$1500

24 arms and hooks

30 feet
15
1

$4.00
$3000

$60
$350
$60
$3000

1
1
2
1
-

$500
$3000
$500
$750
-

$500
$3000
$1000
$750
$500
$14420

Office
Item or Category
2-person desk
File Cabinets
Chairs
Bookcase
Microwave
Mini Refrigerator
Coffeepot
Fax/Scanner/Printer
Computer
Total
GRAND TOTAL

Ready-Made Fixtures and Equipment (2)

Number Needed
Cost Each
1
$200
1
$125
4
$100
2
$100
1
$100
1
$100
1
$50
1
$300
1
$1500

45

Extended Cost
$200
$125
$400
$200
$100
$100
$50
$300
$1500
$2975
$21395

MARKETING PLAN FORMS

46

Monthly Marketing Plan

Months
March
April
May
June
July
August
September
October
November
December
January
February
Total: $14865

Amount
$2500
$5000
$750
$900
$750
$750
$900
$0
$1250
$750
$0
$1315
Budget: $15338

Marketing Calendar
Promotional Event
Creation of Web Site
Creation of Social Media Accounts
Press Kit
1,250 Grand Opening Invitations
Grand Opening Party (Food & Drinks)
Opening Day Reminder (E-mail)
Grand Opening Giveaway
($250 Gift Card X 4)
Total Opening Costs
Press Kits
Ad in Elle Canada

Pre-Opening
$400
$0
$150
$450
$4000
$0
$1000

Ad in Flare Magazine
Weekly E-Mail Updates
200 Loyalty Customers Sale Invitations
First Year Anniversary Sale E-mail
First Year Anniversary Sale Event Food + Drinks
Secret Scratch Cards (% Off Next Purchase) - 150
Spring Signage
Winter Signage

47

Month(s) Planned
March (Pre-Opening)
March
March
March
April
March
April

Total Costs
$400
$0
$150
$450
$4000
$0
$1000

September
May, July, September,
December,
June, August,
November, February
Every Week
February 17
March
March
June
February
November

$6000
$150
$3,000
(750 X 4)
$3,000
(750 X 4)
$0
$65
$0
$1000
$150
$500
$500

Brand Foundation Document

Mission
To inspire confidence in Canadas luxury brand market by combining cutting-edge, luxe brands
with personalized styling services in order to provide a unique fashion experience.

Vision
Our success will rely on our ability to identify and choose fashionable high-end new and vintage
accessories from all corners of the world while maintaining exclusivity and unparalleled
customer service to our customers.

Values
We value our ability to locate and purchase a new and vintage product assortment consisting of
high-end, luxury brands. We value our customers who are the trendy, edgy, and exclusive
shoppers who are willing to pay the premium price for the utmost quality. We value our styling
services and the benefit of our customer service experience that is provided to every customer
in order to make each visit to our store a memorable one.

Brand Personality
The personality of our brand is urban, edgy, and luxe. Our variety of womens footwear and
accessories allows our customers to exude their confidence and be the strong, powerful women
that they are

Brand Position
We position ourselves as a high-end womens footwear and accessories boutique, delivering
styling services to our clientele and a unique merchandise assortment, coupled with the highest
levels of customer service
.

Brand Promise
We promise to give our customers the ultimate shopping experience with our exceptional
customer service, while maintaining exclusivity and ensuring our customers will find what they
are looking for with our procurement services.

48

PERSONNEL AND MANAGEMENT

PLAN DOCUMENTS

49

Weekly Schedule
Sales Floor
Employees

Mon

Tues

Wed

Thurs

Fri

Sat

Sun

Total Hours

Andrea D

off

10:00a-3:00p

3:00p-7:00p

12:00p-4:00p

off

10:00a-3:00p

3:00p-7:00p

22

Leanna S

off

3:00p-7:00p

10:00a-3:00p

off

12:00p-4:00p

3:00p-7:00p

10:00a-3:00p

22

Jacqueline T

10:00a-3:00p

12:00-4:00p

off

3:00p-7:00p

10:00a-3:00p

12:00p-4:00p

off

22

Elizabeth K.

3:00p-7:00p

off

12:00p-4:00p

10:00a-3:00p

3:00p-7:00p

off

11:00p-4:00p

22

Administrative
Employees

Mon

Tues

Wed

Thurs

Fri

Sat

Sun

Total Hours

Andrea D

off

3:00p-7:00p

10:00a-3:00p

4:00p-8:00p

off

3:00p-7:00p

10:00a-3:00p

22

Leanna S

off

10:00a-3:00p

3:00p-7:00p

off

4:00p-8:00p

10:00a-3:00p

3:00p-7:00p

22

Jacqueline T

3:00p-8:00p

4:00-8:00p

off

3:00p-7:00p

3:00p-8:00p

4:00p-8:00p

off

22

Elizabeth K.

10:00a-3:00pm

off

4:00p-8:00p

10:00a-3:00p

10:00a-2:00p

off

4:00p-8:00p

22

50

Job Posting
416.000.0000
55 Bloor St. West Unit 22
Toronto, ON
M6J 3L3
www.lusso.ca

[ls-so]

Procurers of the coveted

SALES ASSOCIATE POSITION

Overview

Lusso is located on the southwest corner of Bay and Bloor, adjacent to the southern edge of the
Yorkville district. At Lusso, we offer a merchandise assortment of brand name and designer
footwear, handbags, jewellery, and accessories that provides our urban customer with highquality, fashion-forward pieces to complete any look. We are looking for an energetic and
proactive people person to complete our sales team.
Responsibilities
Greet customers and determine their individual shopping wants and needs
Recommend and select merchandise based on customer desires
Offer superior service levels to ensure every Lusso customer has an exceptional shopping
experience
Maintain a high level of product knowledge to accurately inform customers of the high quality
and value of our product selection
Process all point-of-sale transactions including cash or credit payments, exchanges, returns, or
store credits
Build lasting relationships with loyal customers and keep up with them on a regular basis via
email and phone to offer personalized services
Schedule and conduct personal styling appointments upon customer request
During shifts, assess product performance, note customer feedback, and analyze sales trends
and report observations and suggestions to management
Use personal discretion to prevent theft and handle security risks
Assist in restocking merchandise, arranging visual displays, and maintaining store appearance
Requirements
2-3 years of retail sales experience
Basic computer skills
Ability to stand for up to 5 hours at a time
Ability to lift moderately heavy boxes

Please e-mail all resume and cover letter to: jobinfo@lusso.com

Store Hours
Day
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday

Time
10:00am 7:00pm
10:00am 7:00pm
10:00am 7:00pm
10:00am 7:00pm
10:00am 7:00pm
10:00am 7:00pm
12:00pm 6:00pm

We chose to be open and available to customers seven days a week because these hours coordinate
with surrounding retailers, which indicates that this time frame encompasses the hours in which the
Yorkville customer tends to shop. These hours service both the customer working in the area and
shopping on her lunch break, as well as the customer making a special trip to the area with the sole
purpose of shopping, which are two primary consumer categories in Yorkville.

Store Policies
We offer customers a full refund on unworn and unused merchandise within 14 days of purchase, with
receipt and original tags and packaging. Without receipt, we offer an exchange or store credit for the
current selling price of the item. We offer customer holds on merchandise until end of same business
day. For damaged merchandise, defects deemed to be a manufacturing error will be fully refunded and
damages incurred due to customer use will be assessed on a case-by-case basis. Since we are a shoe and
accessories boutique, we do not offer alterations on our merchandise. However, we do offer stretching
services for our shoes and provide a contact for leather repair.

Employees and Benefits

We do not plan to immediately hire any outside employees as we are able to handle all business
operations between the four business partners. Approaching anticipated busier seasons such as summer
and holiday, we will reassess this need and consider introducing a part-time Personal Stylist to our team
based on business need and sales performance. This role will be responsible for maintaining client
relationships, conducting personal styling appointments, and servicing customers on the sales floor. Any
associates hired will be offered full health and dental benefits only once they are taken on as full-time
employees. They will receive a base wage of $10.25 plus a 10% commission rate based on their personal
sales.

52

Business Resumes
416.000.0000
55 Bloor St. West Unit 22
Toronto, ON
M6J 3L3
www.lusso.ca

[ls-so]

Procurers of the coveted

Mission Statement: To inspire confidence in Canadas luxury brand market by

combining cutting-edge, luxe brands with personalized styling services in order to
provide a unique fashion experience.
Located in the heart of Yorkville, at Bay and Bloor, Lusso is a luxury footwear and accessories retailer
that specializes in edgy, trendy, and urban designers rarely found in other Canadian retailers. Lusso also
offers styling and procurement services for clients by sourcing hard-to-find items around the world, both
vintage and new. Lusso sells shoes, handbags, jewellery, and accessories such as sunglasses, belts,
leather goods, scarves, and hats.
Lusso aims to serve a clientele consisting of females ages 25-40 from Toronto and surrounding areas
who already shop in the Yorkville area. Lusso hopes to fill a gap in the luxury brand market by attracting
customers that prefer trendy, edgy, and fashion-forward designs. The Lusso customer desires high-end,
exclusive brands that showcase her personal taste and unique fashion sensibilities.
Lusso will operate its brick and mortar store in Yorkville in downtown Toronto, but will expand its reach
nationally and internationally via its e-commerce website.
Lusso sells edgy, urban, and fashion-forward luxury brands, many of which are not currently being sold
in Canada by other retailers. Lusso also offers styling and procurement services to its clients and
specializes in attaining hard-to-find new and vintage items. Being a boutique store, Lusso will set itself
apart from other luxury department stores in the area by offering exceptional customer service and
relationship selling. Lussos upscale interior creates an enticing and comfortable environment for
customers to shop in.
Lusso owners and employees all have styling capabilities and have worked in the fashion industry
forging relationships with various industry professionals for many years.
Lusso will be a partnership between Andrea Della Mattia, Elizabeth Kyi, Leanna Silvestri, and Jacqueline
Trunks. Elizabeth and Jacqueline are primarily responsible for the accounting and bookkeeping, as well
as operational logistics. Andrea and Leanna are responsible for merchandising and marketing aspects of
the business. Combined, these women offer complimentary skillsets that work to form a dynamic and
effective team.

53

ANDREA DELLA MATTIA

6 Louvre Circle Brampton, ON L6P 1W2
Email: a.dellamattia@hotmail.com
Phone: 416.230.9220
LinkedIn: http://www.linkedin.com/in/andreadellamattia
Education:
Humber College
Now Enrolled in full time Fashion Arts Program
St. Marguerite DYouville Secondary School
Completed In June 2011
Experience:
Starbucks Barista
Cash Out Customers
Prepare Drinks
Opening/Closing Duties

May 2013 Present

Rivini Bridal - Intern

Model Fittings
Steam Dresses
Filing
Fabric Samples

April 2013 May 2013

Turtle Jacks Hostess

Smart Serve Certified: e130328129612
Educated on Matre D System
Seated guests & Update guests on specials

April 2012 May 2013

Sobeys
Cashier July 2009 October 2009
Customer Service November 2009 February 2010
Lotto
Returns/Refunds
Customer Complaints
Break Schedules
Cash Office Clerk February 2010 July 2012
Front End Supervisor
Balanced cashier tills
Balanced Cash Office
Brinks Deposits

54

ELIZABETH KYI
12 2520 Bloor Street West Toronto, ON M6S 1R8
Email: elizabethkyi@gmail.com
Phone: 416.333.7240
LinkedIn: http://www.linkedin.com/in/elizabethkyi
Education:
Humber College
Expected: Advanced Diploma in Fashion Arts, Honours

September 2012 2014

Carleton University
September 2010 2014
Expected: Bachelor of Arts with a major in English and a minor in Communications
Highlights:
In depth understanding of fashion retailing obtained through operational experience in the industry
Strong work ethic and effective time management skills demonstrated by my ability to balance
academic excellence with full time employment and an unpaid internship
Software: Microsoft Office: Word, Excel, PowerPoint & Adobe Creative Suites: InDesign, Photoshop,
Illustrator
Web: Hootsuite, WordPress, LinkedIn, Twitter, Facebook, Pinterest,
Professional Experience:
INFUSE Magazine Content Editor
December 2013 Present
Ensure all written content is free from spelling and grammatical errors, adheres to excellent stylistic
standards, and maintains consistency of voice
Follow an outlined critical path to produce a quality finished product in an organized and timely
fashion
Communicate with team of writers to ensure deadlines are met and content quality is up to par
Reach out to potential contributors to request their participation in feature articles
Club Monaco POS Supervisor
October 2012 Present
Responsible and accountable for operational accuracy and policy adherence at point of sale
Regularly honing problem solving skills by finding solutions to customer issues that uphold company
policy while still leaving customers satisfied
Exercise time management skills by servicing customers in store, while simultaneously ensuring daily
and weekly operational functions are being completed, upholding asset protection standards on the
floor, and fulfilling customer product orders and monitoring shipment process
Maintain and exceed 75% email capture rate
Maintain and exceed SPH of $150/hr.
Rent Frock Repeat Social Media Assistant
September 2013 February 2014
Worked closely alongside Social Media Coordinator to execute a social media marketing strategy that
worked to effectively accomplish set follower and engagement goals
Managed a team of interns to ensure content posting consistency and quality
Edit all tweets and blog posts for spelling and grammatical errors, stylistic elements, format, and
proper SEO

55

LEANNA SILVESTRI
31 Milne Court Ancaster, ON L9G 4T3
Phone: 905.520.6478

Email: leanna_silvestri@hotmail.com
LinkedIn: http://www.linkedin.com/in/leannasilvestri

Education:
Humber College
2012 to Present
Toronto, Ontario
Fashion Arts Program
Participated in semester long simulations, developing a department store buying plan and
internationally importing denim for a department store.
Forecasted fashion trends for one year in advance.
Learned features of proper product promotion through various marketing and social media classes.
Related Skills and Experience:

Interned at Harry Rosen Inc. Head Offices in the Merchandise Control Sector.
Was on a fashion show committee for three years and was involved in all areas of putting the show
together as well as being a model and entertainer in the shows.
Judged a Miss All Canadian Pageant from ages 0-20 years old in the areas of beauty, talent and
themed outfit of choice.
Backstage crew for the Bishop Tonnos High School fashion show for two years as well as a model
and entertainer in each of the shows.
Computer skills in Microsoft Word, Excel, and PowerPoint.

Work Experience:
Step N Out Dancewear Boutique
2011 to Present
Hamilton, Ontario
Store Associate/Assistant Manager
A small boutique specializing in dancewear offering a wide variety of clothing, shoes, and various
accessories for dancing, skating and gymnastics.
Provide superior customer service to store clients
Responsible for product maintenance and housekeeping
Sizing all dancers properly and professionally for requested dance shoe
Travel to various Canadian cities for Rhythm Dance Competitions vendor
merchandise booth
InHayle Dance Studio
2012 to Present
Ancaster, Ontario
Substitute Dance Instructor
A relatively new small dance studio owned by renowned dancer and choreographer Hayley Paone
specializing in Contemporary, Lyrical, Jazz, Tap, Ballet, Acro, and Hip Hop.
Responsible for all students in the classes
Stretching, and warming up students as well as going over their
choreographed routines and making corrections

56

Silvestri Investments
2011 to 2012 (seasonal)
Hamilton, Ontario
Assistant Secretary
An international family real estate business founded and operated by Frank Slvestri since 1955
specializing in Land Development in Canada, USA and Europe.
Answered business calls and directed them to proper employee
Took notes in meetings
Completed invoices, received incoming & sent outgoing packages
Urban Behaviour
Hamilton, Ontario
Sales Associate
A clothing company for the fashion-minded at affordable prices.
Provided superior customer service to store clients
Responsible for product maintenance and housekeeping

57

2008-2009

JACQUELINE TRUNKS
1 Donnamora Crescent Thornhill, ON L3T 4K4
Phone: 416.993.0168

Email: jacqueline.trunks@gmail.com
LinkedIn: www.linkedin.com/in/jacquelinetrunks

Highlighted Qualifications:

Advanced computer skills proficient in Mac and PC operating systems, Microsoft Office, and Adobe
Creative Suite.
Ability to effectively multitask and perform well under pressure as demonstrated by my ability to
balance academic excellence with full time employment.
Excellent communication and customer service skills developed from over 7 years experience in the
hospitality industry.

Education:
Humber College, Advanced Diploma Fashion Arts
2012 2014
Currently in Honour roll standing with an overall GPA of 4.0 in my previous three semesters. Received
the Fashion Award, donated by the Dean of the Humber Business School, for outstanding academic
achievement, community involvement, and leadership initiative. Studied topics such as:

Marketing

Global Retail Operations

Social Media and Fashion Promotion

Wholesale Sales

Retail Buying

New Venture Development

University of Western Ontario, Honours Specialization Health Sciences (BHSc.)
2005 2009
Studied a diversity of topics with an emphasis on research methodology. Completed a minor in
Psychology.
Work Experience: Customer Service
Hospitality Industry
2006 Present
Bier Markt, Server and Supervisor
March 2012 Present
Enhance customer satisfaction by combining exceptional product knowledge and an understanding
of customer wants and needs.
Certified Training Program train new hires by promoting brand values and culture in order to
enhance brand and employee performance.
Shift leader and supervisor manage staff and oversee restaurant operations in the absence of a
manager.
Consistently achieve top sales by utilizing upselling techniques.
Assist with responsibilities outside the normal expectations of my position, including: managing the
servers dine and dash fund and occupational health and safety liaison.
Canadian Tire Financial Services, Financial Services Representative
April December 2007
Generated highest level of new customer acquisition by promoting service strengths.
Helped company attain high customer service ratings by providing attentive and thorough service.

58

Work Experience: Marketing/Administrative

To Be Seen Promotions, Marketing and Administrative Assistant
May September 2006
Recruited potential customers via phone and email and responded to customer inquiries.
Developed marketing materials for clients that resulted in improved sales.
Streamlined company operations by implementing a new and improved filing system.
Demonstrated ability to take direction and work in a team environment by providing office support
as needed.
Internships and Volunteer Experience:
Infuse Magazine, Editor-in-Chief
September 2013 Present
Conceptualize innovative and creative editorial and artistic concepts for Infuse, Humber College
Fashion Arts, Spa and Cosmetic Management Magazine.
Manage and motivate editorial contributors in meeting deadlines.
Oversee all editorial content and crosscheck facts, spelling, grammar, and writing style and approve
design layout and photos.
Coordinate meetings with editorial sources and amongst team members.
Cascata Blu, Volunteer
March 2012 Present
Assist swimwear designer Cheryl Gurshue with various company activities, including marketing,
product development, merchandising, and administrative duties.
Toronto World MasterCard Fashion Week, Lobby and Fashion Atmosphere Volunteer
March 2012
Maintained a pleasant and clean lobby atmosphere for Toronto World MasterCard Fashion Week
guests, as well as assisted in greeting guests and distributing promotional material.

59

WORKS CITED

60

(2005). Bloor-Yorkville Shopping Traffic Study. Environics Research Group, 1, 4-55.

Chevalier, M., & Gutsatz, M. (2012). Luxury retail management how the world's top brands
provide quality product and service support. Singapore: Wiley.
Lifestyles and Homes. (n.d.). Yorkville. Retrieved March 3, 2014, from
http://lifestylesandhomes.ca/yorkville/
Regni, R. J., & Anderson, J. G. (2009). Entrepreneurship in action: a retail store simulation. New
York: Fairchild ;.
Yorkville Neighbourhood Central Toronto. (n.d.). Jamie Sarner. Retrieved March 3, 2014, from
http://jamiesarner.com/toronto-neighbourhoods/yorkville-real-estate/

61