DENIM LIBRARYMariah HenningerBlaire Shelton

Store Description• Location: Omaha, NE• Type of Institution: Boutique• Store Image, Atmosphere & Customer Experience• Personable sales strategy• Attentive to customer• Edgy and modern aesthetic • Carries Premium Denim Brands

Target Market• Working woman, college educated• Typical “Trophy Wife”

• Age range: 20’s – upper 30’s • Marital Status: Married• Occupation: Housewife • Residence: Home in west Omaha• Annual Income: 6 Figures• Children: Young (ages 0-10)• Leisure Activities: Shopping; children’s activities

JOE’S JOE'S® is a casual chic lifestyle brand synonymous with

classic, modernized wardrobe staples. The brand offers a versatile range of

timeless styles from premium denim to

handcrafted collection pieces and

contemporary accessories to

footwear.

HUDSON“We wanted to be a

great denim company that uses our platform as a

mountaintop for us to shout the praises of

others doing inspiring, impactful and creative things

that are aligned with our beliefs here at

Hudson. We want to encourage people to

investigate their truest selves, and engage with the

world around them in meaningful ways.”

DL 1961Our design team is devoted to creating

the perfect fit for you season after season.

We are constantly improving,

innovating and changing the way

you perceive denim and what you can do

with it.

7 For All Mankind

As 7 For All Mankind enters into its second decade of business, it remains the leader in premium denim, and

continues to push industry standards to a new level by being

a hybrid brand of fashion and innovation.

FRAME Denim

The idea of FRAME was simple, to create

chic fashion essentials. They

wanted to create the perfect pair of jeans, by bringing together

the quality and heritage of denim

manufacturing in Los Angeles, with the

influence of a London style, cut and fit.

Product Category Description• Overall Price Point: $150-$400• Desired Initial Markup Percentage:

• 50% • Description of the Goods Carried• o Product Style Variance-description

• Opening Price Point: $160• Luxury items: $398- Quilted leather Skinny• Single store focus as we are a boutique

• O Per Item• Details: most manufactured in China & shipped to us• Sizing: 24-32, color ways: vary from brand, quantity ordered: 8-12 products per

style• Wholesale cost and retail price (average $200)• Total cost and total retail-determined through quantity

• O As a Category• Achieved Cost of $29,000 and Retail value of about $57,000 in merchandise• Average MU%

Promotional Strategy• Daily: • Always keep Sale Stock around 20-35% off in store• Social Media• Employee discount: 20%

• Holiday: Black Friday: 20% off select merchandise • Special Shopping events with additional discounts• Shop the blocks concept• Reserved shopping events – personal shoppers• Shopping parties • Future: Sidewalk sales

• Affecting the margin• MMU%= 50%- (10% X 50%)• = 45%

Competitor Analysis• ID Competitor• Department Store: Von Maur• Boutique: Post & Nickel• Ecommerce: Revolve

• Describe Product Selection• Similar & larger range of brands: Hudson, Joes, Dl 1961

• Pricing Strategy• All priced similar

• Promotional Strategy• Social Media • Website (not including Post & Nickel)• Event Advertisement – sporting events, fairs, etc.

Photos of Competitors

Buying Challenge• One of your products (you choose) is selling much faster than planned. There

is not enough time to boat in more of the product in order for the merchandise to make it to stores in-season. You decide you will AIR in a shipment in order to meet the demand. What decisions can you make to help increase the margin?

• Limit the shipment if possible & increase retail price of the item

• Advise what the additional cost of airing the product will be and recalculate your Margin?

• Costs of air shipment were estimated at approximately $750• Margin is recalculated by 750/55 pairs= $13.65 added to each pair• 8.3% markup-> giving us an adjusted IMU% of 58%

• What decisions can you make to help boost the margin? Explain your decisions.

• Offer less in store discounts & fewer product discounts

ProductsHudson

Joe’s

ProductsDL 1961

FRAME

7 For All Mankind