General Manager

Hierarchy Of
Garbaje Assistant Manager Or

Board of Managers

Publicity
Merchandiser Store Manager
Manager
Manager

Advertising Display
Main Store Personnel
Maintenance

Buyer Traffic
Service

Stock People Purchasing Protection

 -Unknown brands
-Longchamp
-Lucky brand jeans
-Levis
-J-Crew
-Tommy Hilfiger
-Calvin Klein
-Topshop

Brands
-Free People
-UGG
-DKNY
-Betsey Johnson
-Nike
-Adidas
-Coach
-Michael Kors
-Guess
-Ralph Lauren
-Nautica
-Northface
-Helly Hansen
 ● Female and male college students and
young adults between the ages 18 to
25.
● Always on the go, and they are very
Target stylish.
● They do not follow the new trends
Market very much and mainly care about
being unique.
● The typical day to day life of our
customers is going to class, and/or
going to work, and enjoying his/her
social life (a night out on the town,
having coffee dates with friends, and
studying at the library).
 Target Market (continued)
Demographics:

● Male and female.

● College and graduate students.
● Working class between ages 18 to 25.
● Income level: $48,000.
● Married and unmarried young adults.
● Any religion, race and ethnic background.
Geographics:

● Georgetown : populated by 31,200 people.

● Average income of $48,618.
● Easy access transportation.
● Transportation: Car, bus, metro, taxi and bike.
● Close to universities and workplaces.
 Target Market (Continued)
Psychographics/ Behaviors:

● Hardworking, outgoing, positive mind, and a free spirit.

● They enjoy a night in and a night out.

Values:
● Personal style.
● Quality clothing.
● Unique pieces.
● A reasonable price point.
Products and Price Points
Mix of High and middle end products
Bags: $40- $70
Clothing: $15-$75
Jewelry: $5-$25
Shoes: $30-$80
Makeup: $3-$15
Skincare: $4-$15
Bath: $5-$15
Lingerie: $12-$25
Socks: $6-$10
Outerwear: $40-$75
Marketing and Distribution Channel
● Facebook: target the middle age adults.
● Instagram & Twitter: target our young college adult
customers so that they can have a place to shop that is
affordable for them.
● Snapchat: Announce sneak peeks , swatches, special
occasions, and events.
● Distribution channel: Producer Wholesaler Retailer
Consumer.
 Retail Formats
Off Price Retailer
● Mission Statement: Our mission is to provide a stress free shopping
experience that makes our customers feel good about the bargain they
receive for trendy and unique items at reasonable prices.
● Prices : 50-70 percent off the normal retail price
● Bargain Shopping
● Retail locations :Outlet store store in a shopping district
● Buying items 2-3 months before
 Sales Promotion Strategies
Loyalty Program:
Rewards Program: For our customers to return back to our
store.
● Fill out a form of personal information (name, address, email
address etc.).
● Issue a membership card.
● Three main levels and each of the levels have a unique perk.
- Trash Members
- Trashee Members
- Recycled Members
First level: "Trash" Members
Third level: "Recycled" Members
● First signs up
● Receives: a promo card that has
a 10% discount for their next
purchase both online and
in-store.
● They get free shipping on their
online orders over $50.
Second level: "Trashee" Members
● Our members who spends over $75
after becomes our "Trashee"
members.
● They have the benefit of entering our
social media giveaways a week ahead.
● They get free shipping on their online
orders over $50.
● When our members spend over
$130 they become our "Recycled"
members.
● When they first become our
"Recycled" member, they get a
free "Recycled" gift bag that has
two free samples.
● Anytime they spend over $50
in-store or online they get two
free samples of their choice.
● They get free shipping on their
online orders over $50 and they
will be able to enter our social
media giveaways a week ahead.
Loyalty Card
2. Social Media Giveaways:

● Instagram, Twitter, Snapchat and Facebook boosts visibility

among potential customers.
● Reach a wider audience.
● Giveaways (mostly during holidays)
- Encourage engagement.
● Small business : it is appropriate that giveaways help us
advertise our store and products.
● The rules of our giveaways: Simple and focused on the
advertisement of our brand and products.
Merchandise Resources
● Wholesale Retailers
● Manufacturer
● Retail Stores
- Create relationships
- Over quantity Items
- Seasonal items
Retail Technology
RFID (radio frequency identification) tag

● 1970: Inductively coupled RFID tags

○ track large cattle, railroad cars, and airline luggage
○ Complex systems of metal coils, antennae, and glass
that used magnetic fields that powered the tag
● Capacitively coupled tags: conductive carbon ink
● Motorola's BiStatix RFID tags (flop): silicon chip that was
3 millimeters wide and stored 96 bits of information
Retail Technology (Continued)
● New: Active and semi-passive RFID tag
○ 2 kilobytes, "microchip, antenna and, in the case of
active and semi-passive tags, a battery." (Bonsor and
Fenlon)
○ read and write capabilities
○ Active RFID: battery to broadcast radio waves to a
reader
○ Semi-passive RFID: relies on the reader to supply its
power for broadcasting
Competitors?
Effective Strategies
● Buying merchandise 2 to 3
months before
● Specific structure for pricing
items.
● One stop shopping
experience
Thank you!