Client Plan

I.

Organizational Overview
Luxe, Inc. is a fashion and beauty retailer that originated in Chicago, IL and is now based in New
York, NY. This chain of department stores was founded in 1906 as a small womens clothing
store, which now functions as a large corporation in 8 states and 11 different locations across the
United States. This company features thousands of collections created by quality designers.

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Plans for Growth

a. Add more designer brands and increase production of Luxes store brand products.
b. Expand the department chains present in the United States by establishing more store
locations in different cities.
c. Explore opportunities to expand the company internationally.
Audiences
a. Wealthy empty-nest couples over the age of 65 with earnings of $100,000 or more a year.
b. High-income executives (55+ years of age) with advanced degrees and sophistication
taste who live in fashionable neighborhoods.
c. Wealthy couples between the ages of 35- and 45-years-old that live in new-money
subdivisions surrounded by signs of upscale living (parks, golf course, and upscale
malls).
d. Affluent, highly educated, and tech-savvy individuals (mid-30s to early 50s) concerned
with style and fashion who live in trendy, urban neighborhoods.
Objectives
a. Raise awareness for the Luxe store brand and other stocked designer brands among target
audiences.
b. Increase presence on popular social media sites.
c. Improve sales for the companys flagship store location.
Strategies and Tactics
a. Develop awareness for the store by handing out free beauty and/or accessory samples.
i. Create specialty packaging for samples that have the companys webpage and
social media link printed on it.
ii. Craft goodie bags with designer samples/coupons to giveaway at events.
iii. Give out chapstick, hand sanitizer, and pens with the company logo.
b. Increase the companys Instagram followers by 20%.
i. Use a hashtag campaign to gain new followers.
ii. Create an Instagram giveaway that requires users to like the prize picture, follow
the companys Instagram account, and repost the picture to enter to win.
iii. Have the mall marketing office post pictures of merchandise from the department
store on their account.
iv. Utilize celebrity endorsements and have them promote the department store on
their personal accounts.
c. Increase sales for the company by hosting a series of events.
i. Reach out to well-known fashion and beauty bloggers to host events at the store
to increase sales and presence on the Internet and social media.
ii. Host an in-store fashion show to model different designer brands and outfits.
iii. Create pop-up stores in major cities.
iv. Host designer photo-ops and signing to help promote their personal inventory.
v. Host makeup tutorial events in the beauty department.
vi. Create a members program that allows participants to attend special sale events.