DiY

Table Of Content: Page:

Company/ Concept 3 Mission Statement 4 Vision Statement 5 Shared Values 6 Company 7 Culture 8-9 Customer 10 Competition 11 Branding: Name, logo, symbol, sign, design, font and colors 12 Location fact sheet 13 Store Décor & Visuals 14 How five senses were utilized 15 Plan-o-gram 16 List of merchandise 17-19

Company/ Concept

A store where all the basic merchandise like t-shirts, tanks, shorts, jackets, yoga pants, cardigans etc. is available in various colors and sizes. Highlight of the store is it’s customization bar where customers can customize their products to suit their style using studs, sequins, snaps, patches etc. We encourage our customers to use their creative imagination & help them customize their stuff. Customers are also welcome to get their own stuff & customize it at our “customization bar”.

It is the mission of DIY to bring out our customers creativity by providing basic clothing and a customization bar. Our friendly and artistic staff will help translate customer’s visions into reality and onto clothing.

VISION STATEMENT

The vision of DIY is rustic. It is a warehouse and consists of plain, simple clothing available for purchase. On top of just being a retail store we have a customization bar, which consists of: studs, beads, threads, lace etc. The point of customization bar is to allow customers to embellish the clothing they purchase. They will also be allowed to bring in their own clothing. We want to create a fun, creative environment.

Shared Values

As a company we want to protect our environment and the people around so all out items at the customization bar would be “lead-free”.

Company

Store specialty: •Customization bar •Warehouse feel •Basic merchandise •Creative feel •Relaxed & chilled out atmosphere

Store Culture

•Urban •Rustic •Warehouse •Exposed brick walls •Oxidized bars to hang clothes all over the store •Oxidized lights all over the store •Unfinished wood tables to display stuff •Brown paper bags with our logo

Employee Culture

•Dressed casually, funky •Friendly, helpful, creative •Young college students- both male & female

Customer

• Young female • 16-25yrs • Trendy • Style conscious • Middle class • Tourists

Competition American Apparel

Conclusion: Strengths: Based on our research we feel our prices are definitely lower than AA which makes us a better option to shop at. Our shop offers a customization bar giving our customers the freedom to explore their creative side. Weaknesses: Our weakness is that we just have 1 store and no online sales. Opportunities: Our opportunities would be to expand into other merchandise & customization options. Threats: AA is already an established name in the market so it would be tricky to tap into their customer base and pull them into our store

Branding Name: DIY (Do It Yourself)

Logo: DIY with a big gold stud

Symbol: Big gold stud

Sign: DIY

Design: Simple & bold

Font: Illuminate

Colors: Burgundy & Gold

Location Fact Sheet

Store Location: Lincoln Park, Chicago, IL Cross Streets: W Armtage & N Halsted Neighborhood: Lincoln Park Total square footage: 1500 sq ft. Shape of store: Rectangle Entrance/ Exit: One- push/pull glass door Windows: 2 big in the front on each side of entrance Monthly Rent: $16/SF/Yr ($16*1500=$24,000/12= $2000) Terms of lease: 1-5 years Security Deposit: 1 month’s rent Expenses occurred by lease: utilities Air conditioning & heating: Yes, central

Store Décor & Visuals

Exposed brick walls Oxidized Lights Display Mannequins Floor lamps in oxidized finish Rectangular steel table for the

customization bar Raw wood round tables to display

folded merchandise Steel rods to hang/ display t-shirts &

tanks Display boards with images Love seat

5 senses

Ears: Music- soft rock

Eyes: Rustic, exposed bricks, steel

Nose: Woody, warehouse feel

Touch: Rough

Taste: Studs, oxidized paint, steel

Plan-o-gram

2 at $133.11

2 at $750

8 at $95

Lighting

4 at $359.99

Bust Forms

2 sets at $145 each

Furniture

1 at $2,895

10 at $359

1 at $1500

List of merchandise

T-shirt $15.50: •Crew neck •V neck •Round neck •Scoop •One-shoulder Tanks $10.50: •Regular •Racer back •Tube •Scoop •Spaghetti *T-shirts & Tanks available in plain cotton in

multiple colors.

*T-shirts available in long & short sleeves.

List of merchandise

Jean Jacket $30.00: •Black •White •Lt denim •Dark denim

*Jean shorts available in high-waist & regular styles

Jean Shorts $20.00: •Black •White •Lt denim •Dark denim •Burgundy

List of merchandise

Yoga Pants $25.00: •Capri's •Roll over •Regular •Straight

Cardigans $25.00: •Multiple colors •Thicker than regular cardigans

List of Bar Merchandise

Studs: $12 for a pack of 12 pieces

Sequins: $8.50 for a pack of 24 pieces

Snaps: $10 for a pack of 12 pieces

Patches: $8-$20 (depending upon size)

SWOT External Environment Factors: 1.Competition- •Opportunities: -Customization Bar -Customers can bring their own merchandise & customize it Threats: -Same price as our competition -People would go online to shop at our competition & not come to our store 2. Economics- Opportunities: -We can grab major percentage of market share because of our customization bar. -No return policy at our store for customized merchandise. Threats: -Technology -Customers can buy merchandise & stuff for customization from our store & then do it at home if they want.

3. Technology- • Opportunities: -Online advertisements -Social media Threats: -Customers would buy off from other stores website -Customers cannot shop online our store’s website 4. Society (Social)- Opportunities: -Individuality -Advertising by word of mouth Threats: -Changing trends -Laziness in today’s society would affect as it is time consuming to prepare the final

product at our store.

Internal Factors: 1.Customer- Demographics: Strengths: -Target customer are college students who are creative & like to experiment their apparel -Trendy/ style conscious Weakness: -Limited customer -More geared towards females Geographic: Strengths: -Chicago is a creative city -Store located near college Weakness: -Transportation since we only have 1 store -Store only in the city and not in suburbs.

Behavioral buying traits: Strengths: -Creative people who like crafting -Customers who read about current trends in magazines can use that as inspiration at

our stores while customizing their merchandise. Weakness: -Only for creative people who like crafting -Our store is not for bargain shoppers 2. Product Mix- Strengths: -Variety of merchandise -Customization Weakness: -Durability of detailing on the merchandise -No return for customized stuff policy

3. Pricing Strategies- Strengths: -Customers can dictate their total price depending upon the type & quantity of

customization. -Semi- annual sale only on apparel Weakness: -Minimum quantity purchase required on customization stuff -Final product after customization expense versus our competition. 4. Promotion- Strengths: -Semi annual sales -Store card: If you spend $40 ten times then the 11th $40 sale would be free Weakness: -Not a lot of promotions; mostly by word of mouth -People can get their own merchandise for customization & not buy products from our

store.

5. Distribution- Strengths: -People need to come to store, no only purchase possible -Our store would have stall in the flee market only during summers Weakness: -No online customization -Just 1 store 6. Employees/ management structure- Strengths: -Patience -Creative employees Weakness: -Limited staff -Interaction limited between customers & staff

Events

January: Winter Blowout Sale. Selected sale merchandise will be 20% for the first week

of January, the 1st-8th.

February: Valentine’s Day Special. Valentine’s Day weekend, February 14th-17th, all

red and pink items will be 15% off.

March: St. Patty’s Day Deal. Any of the green merchandise in the store will be 15% off

the weekend of March 15th-17th.

April: An April shower brings a Twitter Blast! Throughout the month of March DIY

will be giving out flyers to the customers as they make their purchase reminding

them to follow our Twitter account. On a random day in the month of April our

account will randomly blast a tweet informing everyone who follows the account

to come in and enjoy 30% off sale on your purchase!

Events Continued...

May: Mothers Day Weekend Special. Mothers Day weekend, May 10th-12th, all apparel

for the weekend will be 20% off

June: Summer’s in Session! All of the basic shorts and tanks will be 10% off every

weekend in the month June.

July: Independence Day. All month of July we will be selling American flag jean shorts

August: Back to school flyer. The whole month of August we will be giving out flyers to

the customers for 15% off of apparel for their next purchase.

Events Continued...

September: Labor Day Weekend Sale. All white merchandise in the store will

be 15% off Labor Day Weekend

October: Halloween Spooky Special! Every Sunday during the whole

month of October customers will get 15% off their entire purchase. Flyers

will be sent with customers all month reminding them of the sale.

November: Buy one pack of studs from the DIY bar, get another pack half off

the weekend of November 15th-18th

December: Black Wednesday flyers. On Black Wednesday DIY will be opened

at midnight for our first black Wednesday event.

Staffing

Days of the week:

3-4 days a week

Store Hours:

Mon-Saturday: 10:00-9:00 pm

Sun: 11:00-6:00 pm

How many employees:

3-4 employees during the week

6-7 employees weekend

10-12 employees total

Employee pay:

Owners are managers- $12/hour

Part-time employees- $9.00/hour

Possible Employees:

Manager (2 managers)

Sales Associates

Schedule

Employee pay per year:

Manager: Monday- Thursday: 9.5*12=$114

Friday: 8.5*12= $102

Sat: 9.5*12= $114

Sun: 6*12= $72

Total Week: $402

Total Year: 402*44=$17, 688

17,688*2= $35,376/ managers per year

Employee: 15 Hours/Week

9*15= $135/ week

135*44= $5,940/year

11*5,940=$65,340/ employees for year

Total For Employees and Managers: $100,716

Ways to motivate Employees..

*Employee of the month board with picture of the employee

with highest sales on the board

*Each month employees would be asked to design/ suggest

styling techniques based on the specialty of the particular

month & best design/ idea would be displayed on the board

above customization bar for customers

*If an employees chosen design sells well, employee would

be rewarded with a 15% off coupon valid on entire

merchandise at the store.

D.I.Y. Financing

Loan:

Required for $30,000

Security Deposits:

Rent, utilities etc covered in store location

Start-up Expenses:

$40,000

Insurance:

$8,000 (only for the company, not for employees)

Legal Consulting fees:

$2,000

Office supplies:

$300/ month

Advertising:

$1000

Printing:

$300

Sales Tax Permits:

$100 (registration fees)

Stock Inventory:

$12,000

Computer Equipment:

$1000

Furniture & Fixtures:

$15,900

D.I.Y. Financing Continued…

D.I.Y. Human Resources

Human Resource:

No human resource

Dress Code:

No dress code.

Show personality and creativity.

Customer Service:

No delivery.

No shipping.

Greet customers and check up on them.

Offer gift cards.

Store punch card.

Handbook:

No handbook.

Benefits:

No benefits.

Policies:

No returns on customized apparel.

Exchange for non-customized apparel.

Cash or credit.

Attendance:

2 hour notice if unable to come in.

Reporting an absence:

Employee that is unable to work has to find someone to cover his or her shift.

Send shift chart every week through e-mail.

Breaks:

Any shift 15 minute

5+ 30 minute break.

8+ 1 hour and two 15 minute break.

Pay Distribution:

Owners are managers- $12/hour

Part-time employees- $9.00/hour (with retail experience)

Resignation:

2 week notice

At-will employer:

Yes

D.I.Y. Human Resources