InB’Tween InB’Tween BoutiqueBoutique

Retail store ManagementRetail store ManagementRobyn CraigheadRobyn Craighead

Charisse MilnerCharisse MilnerBriana PlathBriana PlathCasey RistauCasey Ristau

Mission StatementMission Statement In B’ Tween is a store targeted

towards young fashionistas. We offer trendy clothing and

accessories that are appropriate for young girls between the ages 8- 12. In B’ Tween is an upscale, inviting boutique that enhances are designer brands. Our store is for intriguing young ladies that are fashion savvy and fashion

conscious. Staying fashion forward, we offer our young

fashionistas top quality designer clothing.

Furthermore, our employees are responsive and knowledgeable of the variety of brands carried at In B’ Tween and are willing to assist

our loyal customers.

Long Term GoalsLong Term Goals• By the end of year 2 have a 70%

brand recognition among the local segment.

• Double net sales by the end of third year

• Increase web generated business 40% by end of year 2.

Short Term GoalsShort Term Goals• Create a loyal customer base where

by the end of year one, 30% of the customers are returning customers.

• Generate 15% of business through the website by the end of year one.

• Meet our target revenue for year one.

Target MarketTarget Market• Demographics • Diversity • Geographics• Psychographics

Merchandise SelectionMerchandise Selection• Denim • Tops• Activewear • Dresses • Outerwear • Undergarments

Trade AreaTrade Area

Site SelectionSite Selection

Competitive AnalysisCompetitive Analysis• Major Competition

Madison & FriendsMadison & Friends• Strengths

– Strong Brand Recognition within the area

– Very active marketing team that are constantly planning events and receiving publicity.

• Opportunities – They could take the denim

lounge a step further and offer adult jeans

– Store remodeling and expansions

• Weaknesses– It is a larger store with more

inventory stock problems. – Poor Store Design

• Threats– Their ability to keep up with

current fashion trends

– Weather conditions (Their Roscoe St store recently flooded)

JusticeJustice• Strengths

– Strong Brand Recognition within the area

– Very active marketing team that are constantly planning events and receiving publicity.

• Opportunities – They could take the denim

lounge a step further and offer adult jeans

– Store remodeling and expansions

• Weaknesses– It is a larger store with more

inventory stock problems. – Poor Store Design

• Threats– Their ability to keep up with

current fashion trends

– Weather conditions (Their Roscoe St store recently flooded)

MC Store Name 3MC Store Name 3

Fringe CompetitionFringe Competition

MerchandiseMerchandise•Sourcing•Buying•Handling

Customer ServiceCustomer Service•Store hours•Type of payment •Gift cards •Membership •Refunds and exchanges

Financial InformationFinancial Information• Pricing Strategy• Building & Start Up Cost• Profit & Loss Statement

– Estimated Sales– Operating Cost

StaffingStaffing• Sales Force• Employee Training• Job descriptions & specifications

PromotionPromotion• Grand Opening Event

– Saturday, July 12, 2008– 12:00 pm– Food & Refreshments– Fashion show– Prizes & Discounts

AdvertisingAdvertising• Magazines• Website • Direct Mailer

Point of Purchase Point of Purchase PromotionsPromotions

WEBSITEWEBSITE

HOMEPAGE

WEBSITEWEBSITE

DENIM PAGE

WEBSITEWEBSITE

TOPS PAGE

STORE LAYOUTSTORE LAYOUT

Visual Merchandise PlanVisual Merchandise Plan

Retail Audit ProcessRetail Audit Process