L’africaine

Jasmin  McCauley  

Mission Statement: “ Bringing out the confidence in women through our looks”

Vision: To allow women to feel confident, elegant and chic in our high end ready to wear products.

COMPANY/CONCEPT STATEMENT  Inspired by African culture and femininity, L’africaine is designed to cater to a wide range of women who love color & uniqueness . Both of these elements will be used to create ready -to- wear luxury clothing , shoes and accessories. Our business will promote sense of originality and exceptional service by providing a difference in clothing and personal interaction.

CULTURE

L’africaine is a high end ready- to - wear luxury brand that offers its customers a collection of products including apparel, shoes and handbags made with exquisite African prints. Our company is dedicated in providing our clients a great array of culture through clothing.

At L’africaine we encourage positivity among our staff. Our employees are social, interactive and welcoming. We make sure that customers are always satisfied with the service they receive.

COMPANY

CUSTOMER PROFILE Geographic Segmentation

Region: Midwest City Size: 90,000+

Urban/Rural : Urban Climate: Four seasons

Demographic Segmentation Age: 25-50 Sex: Female

Family life cycle: Married with children, Dating Income: $65,000-$80,000

Education: College Graduate Occupation: White collar

Religion: All religions Ethnic Background: All ethnicities

CUSTOMER PROFILE Psychographics

Social Class :Middle- Upper Class Personality: Classy, Fashion trendsetter, Perfectionist

Lifestyle: Traveller, Fashion shows

Consumer Behavior Benefits Desired: Originality, Quality, Special

customer service Usage Rate:4 Visits per month

MEET OUR CUSTOMER CHLOÉ:

   Sex: Female Age :26 Home: Chicago, IL Occupation: Trend Forecaster Income: $75,000 Status: Dating Hobbies :Painting, Antique shopping, Blogging Favorite Sports: Ice skating & Tennis Favorite Music Genre: Easy Listening & Soul Favorite Movies :The vow, Bride wars, Devil wear Prada Favorite Places to visit: Abu Dhabi, Ibiza, Nice Personal Style: Simple but classy , minimal jewelry and accessories & loves colors.

COMPETITION

L’africaine’s competitors are Karen Millen and Nicole Miller. However, our company goes beyond to guarantee that customers are offered a great experience like no other. Unlike our competitors we are original and a unique brand, our fabric selection is very different and appealing hence we grasp the attention of a

wider audience.

BRANDING

Our brand shall embrace the idea and inspiration of the African Culture using Adinkara symbols and African Print as the background . The symbol is called “Fawohodie” which means independence or freedom. I like the idea of it symbolizing the vision of our company and the type of woman who would embrace our clothing.

L’africaine

SHOES $ 65- $100

MERCHANDISE

APPAREL $150 - $250

MERCHANDISE

HANDBAGS $ 55-$200

MERCHANDISE

LOCATION FACT SHEET

LOCATION : 1165 North Clark Street Chicago, IL 60610 NEIGHBOURHOOD: GOLD COAST RENTAL RATE: $1,050 TOTAL SQ FOOTAGE: 900 SF FEATURES: OVER SIZED WINDOWS, 13 FOOT CEILING HEIGHTS,NATURAL LIGHT, CUSTOM FINISHES, UPDATED EQUPIMENTS & FULL LOBBY RENOVATION EXPENSES: FULL JANITORIAL AND HVAC COSTS INCLUDED IN THE RATES    

PLANAGRAM

We have developed the layout of our store to be simplistic and open. As you walk in you will see new arrivals in the very front of the store. A comfy African vibe sitting area and right across from it very spacious fitting rooms. The shoes and handbags will be towards the back of the store.

Ceiling Racks( All Clothing will be hung on these ceiling racks. One of each size and the rest shall be back stocked)

STORE DÉCOR & VISUALS

STORE DÉCOR & VISUALS  

E-BUSINESS

Website: Get a peek of our new seasons clothing on www.L’africaine.com v  Simple to use and great for online shopping v  Accounts can be created to get exclusive deals and updates on new arrivals v  Members will be able to access sales before non members.

Instagram: Besides our website anyone can access our instagram account. v  You can get styling tips v  Hash tag your favorite l’africaine trend and be featured on our instagram account. LinkedIn: You can also connect with us on LinkedIn. v  See job openings v  Sketches of new collections v  Get in touch with creative directors

MARKETING PLACE: v Clark Street v Brick-n-mortar store, ready to give our customers personal service. PRICE: v Target middle to upper class women v Premium priced retailer v Our merchandise is sold at a price which reflects the quality of the product.

PROMOTION: v Free delivery for in store purchases v  20% off for new clients v Distributing Flyers in malls and busy areas v Trend books every season v Personal E-mail notifying you of our New trends and sales.

PROMOTION: v Coupons in fashion magazines for new clients v  Private fashion show and 40% on all new arrivals v Free handbag with purchase of $400 or more v Mailing lists v Collaborations with fashion magazine companies and

agencies ADVERTISING: Our goal is to reach out to women who want to express themselves with fashion by: v  Putting up billboards v Creating a tv & radio commercial v  Promoting ourselves on twitter, Facebook v Organizing fashion shows & parties

PUBLICITY: v  Social Networks like Instagram &

Twitter v Fashion Articles v YouTube channel v Reaching out to the community v Volunteer positions for our events v Feature at Chicago Fashion

ADVERTISING CALENDAR & BUDGET

Advertising Location: Launch Party @ 1165 North Clark Street. Hors d’eoufs and non alcoholic beverages will be served . There will be a raffle for a free tote bag and a $200 shopping spree. This will be done one time during the opening of the store. Cost : $ 800

Promotion Location: At our store, we shall give 10 customers a $ 50 off coupon on their first purchase of $ 200 or more This will be done during valentines day, mothers day and Christmas ( 3 times a year) Cost:$ 500

Publicity Location: We will participate at the Chicago style Fashion show. This will be done once twice a year during spring and fall Cost : $450

ORGANIZATIONAL CULTURE

ATMOSPHERE: We want to achieve a comfortable atmosphere for both or clients and employees. Our goal is to be loyal and be mindful of the policies of the company. The culture of the company will comprise of core values , team work, integrity and above all great customer service. Having an environment that ensures comfort for the employees will create a sense of belonging and help the business grow. The will be personal shopping services for our clients where they will be served appetizers and hot or cold beverages. The layout of the store will be very appealing and welcoming. There will be soft music in the background and incense smells that will create a relaxing vibe when shopping.

MANAGEMENT & LEADERSHIP STYLE The management of L’africaine shall sustain an authoritarian style of leadership. v  Our company shall comprise of a manager, a co- managers , 4 sales associates.

v  Managers & co- manager are in charge of what actions must be taken and makes the final decisions.

v  In most cases the manager or co-manger and sales lead and two sales associates will be working during the week

Manager

Co-Manager

Sales Associates

v  Employees who add a minimum of 5 new customers on our mailing list get a Kate Spade Bracelet.

v Managers will receive 50% off full priced merchandise and sales associates will receive 35%.

EMPLOYEE MOTIVATION: Our staff are a huge part of our success and in order to keep that motivation we shall offer them these

incentives.

GOAL SETTING SHEET

Employees   WEEK  1   WEEK  2   WEEK  3   WEEK  4   WEEK  5   TOTAL  

April   $450.00   $300.00   $350.00   $200.00   $150.00   $1,450.00  

Jenny   $300.00   $150.00   $250.00   $100.00   $100.00   $900.00  

Rachel   $200.00   $100.00   $150.00   $150.00   $150.00   $750.00  

Danielle   $300.00   $350.00   $100.00   $200.00   $100.00   $1,050.00  

Kris   $300.00   $250.00   $150.00   $250.00   $150.00   $1,100.00  

Madison   $100.00   $150.00   $200.00   $300.00   $200.00   $950.00  

Total  per  week  

$1,650.00   $1,300.00   $1,200.00   $1,200.00   $850.00   $6,200  

Goals  by  Managers  $  Associates  (  MAY  2015)  

L’AFRICAINE

STORE  GOAL  :      $6,000  

SELLING PROGRAMS

v  Employee of the month plaque v  Free lunch if the employees make the goal for the month v  By doing well in the company the employee will be able to move on up to a higher level within the company

COMPETITIVE SHOPPING

Our Sales Associates will be sent out every three months to visit our competitive stores, Nicole Miller & Karen Millen and other stores we feel might be selling similar products. By doing this we would be able to get a sense of

how to improve our business. This also gives us a chance to see if we are lacking in any area as far as how we deal with our customers and the kind of people who are shopping with us in comparison to our competitors.

HUMAN RESOURCES

Company Ethics: v  Every employee must be 18 years or older v  Integrity and core values are a huge part of our company and we believe each of our employees feel the same way. v  We treat each customer fairly and make sure they are well attended to . v  Team work and creating a respectable environment among each other is a vital component of our business. Hourly Rates & Bonuses: v  Managers & Co- Managers - $15 / hr v  Sales Lead Associates -$ 12/hr v  Sales Associates -$10 /hr

HUMAN RESOURCES

Discounts: v  Managers, Co- Managers & Sales Lead will receive 50% on all full priced Merchandise v  Sales Associates will receive 35% on all full priced merchandise. Training: v  Managers will train associates by: v  Giving overview of the store and policies v  Have them watch training videos v  What tasks are done during opening and closing v  How to perform these tasks correctly

HUMAN RESOURCES

Training: v Cleaning process for the store v  Straightening the store in between customers and closing v Using the Cash register v Wrapping up and bagging items v Processing items correctly v Replenishing items v Back stocking v Visual displays

EMPLOYEE MANUALS

Employees will receive packets that contain detailed instructions of working at our store: v HR policies v Dress code v FAQ’S v How to deal with customers v Contract of comprehension

SCHEDULE SHEET

Employees   Monday   Tuesday   Wednesday   Thursday   Friday   TOTAL  

April   8am-­‐  3pm   11am-­‐  8pm   8am-­‐7pm   8am-­‐6pm   Time  off   37  hours  

Jenny   11am-­‐8pm   Time  off   10am-­‐8pm   11am-­‐8pm   8am-­‐4pm   36  hours  

Rachel   9am-­‐2pm   Time  off   Time  off   10am-­‐8pm   12pm-­‐8pm   23  hours  

Danielle   12pm-­‐8pm   8am-­‐5pm   8am-­‐7:30pm   8am-­‐4pm   Time  off   36.30  hours  

Kris   8am-­‐4pm   8am-­‐3pm   Time  off   Time  off   11am-­‐4pm   20  hours  

Madison   Time  off   12pm-­‐8pm   11am-­‐8pm   Time  off   1pm-­‐8pm   24  hours  

April  30-­‐  May  1  (2015)  

L’AFRICAINE

FINANCIALS Monthly Sales Dollars

•  Month  

Month % of total year Sales Plan Justification April   10%   $45,000   The  weather  is  changing  and  

people  shop  a  lot  during  Spring  Season,  plus  Easter  is  around  the  corner  

May   5%   $22,500   People  are  shopping  more  for  summer  clothing  

June   10%   $45,000   A  lot  of  garden  parRes  are  taking  place  and  people  want  to  look  vibrant  for  summer  

July   4%   $18,000   People  are  travelling  and  going  on  vacaRon  

August   5%   $22,500   Sales  are  coming  up  again  because  people  are  back  from  their  trips  

September   11%   $49,500   People  need  no  looks  for  fall  

October   9%   $40,500   It  is  geWng  cooler,  so  sales  have  dropped  a  liXle  

Month % of total year Sales Plan Justification

November     10%   $45,000   Thanksgiving  holiday.  Shopping  for  occasions  

December   12%   $54,000   One  of  our  highest  selling  months.  Christmas  is  near  and  giZs  need  to  be  bought.  

January   4%   $18,000   Spending  is  on  the  low  aZer  the  huge  shopping  during  November  and  December  

February   15%   $67,500   ValenRnes  day  is  our  highest  selling  months.  A  lot  of  our  clients  are  going  on  dates  .  

march   5%   $22,500   Sales  have  gone  down  quite  a  bit  again,  people  are  going  on  cruises  so  their  spending  is  gearing  towards  their  trip.  

Total   100%   $450,000  

Monthly Sales Continued

Category % of total year Sales Plan

Dresses    20%   $90,000  

Skirts   15%   $67,500  

Pants   25%   $112,500  

Jumpsuits   5%   $22,500  

Shoes   15%   $67,500  

Handbags   20%   $90,000  

Total   100%   $450,000  

Sa  Sales By Category

OPERATIONS

Store Hours v Monday- Friday- 9am- 7pm v Saturday & Sundays – We shall not open these days, weekends shall be for resting. Loss Prevention & Security To prevent theft, we shall: v Place security cameras near the cash wrap, in front of the store and near the shoes and bags area v Make sure our inventory is intact v Only managers will assist with sales associate returns and purchases v Constantly keep an eye on the entrances

SERVICE LEVELS

Making sure our customers have a smile on their face when they shop at L’africaine is important to us that is why we : v  Put merchandise on hold for maximum of 2 days v  Make exceptions on returns for customers depending on situations v  Return policy; items can be returned if unworn, unwashed, and intact between 30days of purchase v  Have alterations done for no cost v  Always make you aware of our mailing list & benefits v  Free shipping if items are ordered online within our store, no minimum fee v  Range of dietary preferences on our appetizers for personal shoppers

www.l’africaine.com

L’africaine