Lovely ump

Maternity Lingerie and

Loungewear

Bras, Underwear, Babydoll

s, Slips, Teddies, Corsets,

Nightgowns, Yoga

Pants, Tanktops, and T-

shirts550 E. Industrial Park

Road, Murphysboro, IL

62966

Target Market

Expecting mothers between the ages of 20 and older.

• Price is their number one concern, because they do not want to spend a large amount of money on an item they will only wear/use for 9 months.

• Secondly they care about the brand and think it is important when picking out what clothes to buy.

• They want to only buy from brands they trust and that had a good image and reputation.

• They also really care about convenience and do not want to have to drive far to purchase a product.

• Quality is not a number one concern as long as it is functional, comfortable, supportive, and safe for their bodies and their unborn children.

• Very smart with their money and do not impulse buy• Get most of their information from the internet, but do not really shop online. • Would rather go to a physical store and try the clothes on. • Supportive of using organic and eco-friendly materials in their clothing as long as it

was affordable and functional.

• The market potential for maternity lingerie is high and keeps growing.• With the influence of women in Hollywood and famous celebrities women are caring more

and more about what they wear when they are pregnant.• Women want to feel comfortable and sensual when they are pregnant• Companies like Hot Milk are coming out providing more attractive maternity lingerie for

women• Women are also starting to care more about eco-friendly/organic materials being used in

their clothing. Companies like The Gap are starting to use eco-friendly materials in their maternity clothing.

• Care about the style/design of the bras the most, because they want the design to be attractive, but still comfortable.

• They care about the color and print. They want products that are neutral, but still soft and feminine. They want their garments to be attractive but not revealing or shown through their clothing.

• They are very concerned with the price of the products and do not want to spend much on products they are only going to wear for 9 months, but that does not mean they do not care about the materials used.

• They wanted durable fabrics that are also safe for themselves and their unborn child. • They are not as concerned with how the product was packaged or where it came from

Market Potential

Vision Statement

“The Lovely Bump’s vision is to provide expecting mothers a affordable, organic, and comfortable, yet tasteful and sensual maternity lingerie and lounge wear line that will make them feel beautiful and sexy throughout their pregnancy. We truly care for our customers and their needs, which means that customer service is our top priority.”

Our Brand is best described as sensual, eco-friendly, environmentally friendly, soft, fresh, basic, earthy, airy, smooth, beautiful, comfortable, affordable, supportive, clean, he

althy, and safe.

Competitive Advantage

Organic/Eco-friendly materials

Inexpensive ($20 and below)

Comfortable materials

Supportive frame and straps

Basic materials that do not show through clothing

For all body types

Lovely Bump S/S 2012 Size Specification

Style #B4

Expecting Mothers

35B-42C

Parts of Body Measures

Size Chart

Body Parts 35B 36B 37B 38C 39C 40C 41C 42C

Bust 35” 36” 37” 38” 39” 40” 41” 42”

Under Bust 30” 31” 32” 33” 34” 35” 36” 37”

Neck

Circumferen

ce

14” 15” 16” 17” 18” 19” 20” 21”

Grade Rule

Body Parts 35 & 36B

36 & 37B

37B & 38C

38 & 39C

39 & 40C

40 & 41C

41 & 42C

Bust 1” 1” 1” 1” 1” 1” 1”

Waist 1” 1” 1” 1” 1” 1” 1”

Neck

Circumferen

ce

1” 1” 1” 1” 1” 1” 1”

Manufacturer: Dear Lover

• Location: Fengze, China• NAICS Code: 315231 Women’s Cut and Sew Lingerie, Loungewear, and

Nightwear Manufacturing• Dear-Lover is a famous professional manufacturer and supplier of

wholesale sexy lingerie. • They supply all types of fine sexy lingerie such as:

corsets, chemises, babydolls, bikini sets, sexy ladies' panties, sexy garter sets, and much more.

• They add new sexy lingerie styles every business day

• Production Cost w/ Min. Order: USD200 each order is requested (not include delivery cost, tax and VAT).

• For order amount under USD200 they will increase the price according to the finalized order quantity-you’re asked to pay sample and delivery charges.

• Lead Time: • After you place an order, they will check your order first and then send the invoice to you within

24 hours. They will check your order Priority, and get the items they have stock ready for you first, and then send the invoice to you include the Accurate postage. So that after you pay, and they will send it to you within 1 working day. They send your parcel to you within 2 working days.

• Codes of Conduct:• They value privacy. They do not sell, rent or loan any identifiable information (including e-mail

address, phone number, etc.) regarding customers to anybody. • They do not do orders by phone or mail. • Committed to cost controlling during times when the price of raw materials and oil have risen • Accommodated all sizes of women and added a plus-size category to their line to reflect the

growing number of over weight women• They have a professional logistics team behind them that provides sustained support• Dear Lover values their team in every department and provides excellent training and support

their good work and ideas. • Benefits:

• Inexpensive, good quality items• Provide sufficient information on their website.• They are clearly for Value (non-high-end) market and stores• Many different ways of payment which makes working with them more convenient. • The provide high security with their customers• Dear Lover does not require their customers to have a huge order

Distribution Channel

Physical Retail Store- Flagship

Free standingLocated along il 13/127 within The Jackson Square Shopping center complexNext to a Kroger, Rural King, Dollar General, and McdonaldsHighway visibilityAdjacent lot available for potential expansion

• Our store will reflect our eco-friendly and sensual brand image.

• Our colors are greens, blues, and pinks.

• We will use materials such as bamboo, organic cotton, and recycled artwork.

• We will have a sizing room in the back of the store for women who are not sure what their size is since becoming pregnant and a customer database

• The walls will be covered in earthy and nature tones and murals.

• The ceiling will have a mural that looks as if you are outside.

• We want the room to feel airy and peaceful.

• We will have soothing nature music playing throughout the store to give a calming atmosphere within the store.

• All of our products will be eco-friendly and recyclable.

• Our clothing and bags will have tags stating they are 100% recyclable and also what materials were used to be made.

• Our store will provide eco-friendly furniture and materials.

• We are playing on the curves of a pregnant woman’s body in our couches, chairs, rugs, and art work.

• .

Salesperson RequirementsResponsibilities Include:

Salesperson will be required to do body measurements and sizing for pregnant women dailyBe professional with fellow employees, managers, and customersPerform price changes, returns, markdownsClean the store before closing every night to ensure a healthy and safe environmentOrganize customer database and filesPut clothing back on racks and fold clothes for the tablesOperate cash register, perform customer transactions

Job Requirements :High School diploma or equivalentPrior experience in sizingPrior retail experience with lingerie and/or maternityAbility to operate computer and/or cash registerFlexible schedule; weekend availability

Physical Demands and Requirements:Ability to be mobile in a store including standing, walking, bending, squatting, kneeling, reaching, and/or twisting.Able to lift boxes up to 30lbsAbility to work aloneBe comfortable and able to handle a situation where a pregnant woman goes into labor and require emergency servicesAble to handle stressful situations (difficult customer, fast paced situation, large number of customers)Quick thinker

Promotion

1. Advertising:• Fliers, post them locally, and send them via email. • They will have our store logo on them promoting our current sales promotion.

2. Publicity: • Mother's Day Sale/Free Car Seat Inspection• Lovely bump would collaborate with the police department to host a Mother's Day (or

soon to be!) sidewalk sale and free car seat inspection.

3. Point of Purchase: • We chose to use shopping bags to attract customers and spread our image around

town. • Our bags and gift wrap distinctly reflect our store and our image that a customer will

carry out of our store for others to see.

Company OutlookGoal: • Our main goal is to achieve a brand image like Gap.• Gap is known for it’s clean lines, sleek store with a simple color palette, neutral

colors, many product categories, and high environmental concern. • Gap has both a maternity line and a children’s line, which is the direction we would like

to head with our store. • Gap also has cheaper versions of their brand such as Old Navy. • Gap carries the same types of products as us.• We would like to eventually expand to add an Infant/Children’s line and a higher end

lingerie/sleepwear line. We would also like to be available online and in physical retail stores.

5-Year Plan:Expand our line to include socks and slippers that are used to soothe swollen feet and ankles as well as provide good cushion and support.Expand the colors in our product line to blues, greens, and pinks to match our brand colorsAdd a nursing bra line for breastfeeding mothersProvide a Lamaze class on Monday nights after the store closes from 7-8pm for expecting mothers

10-Year Plan:Expand our line to include a Infant to Toddler line of clothing called BubblesAdd a website (online shopping: in-store pick up or delivery)Expand our store to 10 stores in malls across the United StatesExpend our line and add a higher-end line of lingerie and sleepwear for the women who will pay extra for high quality.

First Floor View 1

First Floor

View 2

Second Floor