the backstage

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THE BACKSTAGE BOUTIQUE. COUTURE. STYLIST. FANGYAO LIU

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Page 1: The Backstage

THE BACKSTAGE – BOUTIQUE. COUTURE. STYLIST.

FANGYAO LIU

Page 2: The Backstage

VISION We are going to open our first retail store in Chicago’s Old Town neighborhood in 2016. Planning to have 50 regular VIP customers, and grows up to 150 in 3 years.

Our mission at the BackStage is to create a high profile and personalized, haute couture shopping experience for our valued consumer, as well as finding stylish designer merchandises worldwide for the general public. The Backstage is a fashion boutique, a visual center, and your personal shopper.

MISSION

Page 3: The Backstage

CONCEPT STATEMENT The BackStage is a buyer-driven, high-end fashion boutique.

We at the BackStage, carry both contemporary and luxury designer collections. Plus, we provide highly customized buying service. We can look for the specific product base on consumer requests worldwide. Besides buying and sourcing service, we have “Shopping For You” service upon requests. If a consumer wants to look for something for a particular event/occasion, we can do the shopping for her/him with the consumer’s size, brand preference, and other demands.

Page 4: The Backstage

CULTURE & VALUE At the BackStage, things are simple, neat, high-end, and unique. The culture that our customers are experiencing can represent our company value/concept. Consumer demand means everything.

We are aimed at providing a haute couture shopping experience for our customers. As well as finding the most desired and niche products.

ANN DEMEULEMEESTER$860

Adam Selman$750

Sonia Rykile$3,350

Edie Parker$1,000

Linda Farrow$1,150

Page 5: The Backstage

CUSTOMER PROFILE Geographic Segmentation

Region: Mid-West, South

City Size: 50,000-100,001 +

Population: Urban, Suburban

Climate: Temperate, Cold

 

Demographic Segmentation

Age: 20-50

Gender: Male & Female

Household Size: 1-5

Income: over $50,001

Occupation: Professional and Student

Education: College

   

Rick Ownes$998

Saint Laurent$2,990

Page 6: The Backstage

Sociocultural Segmentation

Culture: American, Asian

Sub Culture

Religion: N/A

National Region: Chinese, French, Italian…

Race: Asian, Hispanic

Social Classes: Upper and Upper-middle

Marital Status: Single or Married

Psychographics: Achievers

 

Effective & Cognitive Segmentation

Degree of Knowledge: Novice

Benefits Sought: Conveniences

Attitude: Neutral

Behavioral Segmentation

Brand Loyalty: Not at all loyalty

Store Loyalty: Divided

Usage Rate: Heavy

User Status: Current/Potential User

Payment Method: Credit Card

Media Usage: Social Media

Usage Situation: Work, Home, and Vacation

Versace$1,550

Page 7: The Backstage

BOUTIQUES

Our boutique can compete with the tradition fashion boutiques such as Gallery Aesthete, Luisa Via Roma…

STYLING CONSULTANT

Our haute couture shopping services competing closely to styling consultant firms and personal shopper.

COMPETITIONS

Page 8: The Backstage

SWOT ANALYSIS

Page 9: The Backstage

The BackStage

BRANDING

Page 10: The Backstage

LOGO SIGN COLOR

The BackStage

Font:Bodoni 72 Smallcaps Book  Color:All designs are in black, gray and white.

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PRODUCT ASSORTMENT•  Apparel: $300 a shirt to $6,000 a jacket

•  Shoes: $550 to $1,300

•  Accessories: $300 - $10,000

GIAMBATTISTA VALLI$3,500

Nicholas Kirkwood$899

Hermès$1,990

J.W. Anderson$1,990

We only carry women’s ready-to-wear collections for now. Our boutique have apparel, shoes, accessories, and fashion jewelries.

Page 12: The Backstage

SERVICE ASSORTMENT• Buying service: our buyers will look for the specific product based on consumer's demands.

• Styling service: The BackStage offers styling consultant service to our V(V)IP members.

• Membership: will be $1,500 / year for VIPs and $2,000 / year for VVIPs. Services for members including 8 styling session per year, private shopping events, and early access to end-of-season sales.

• Personal Buyer: we buy products for clients based on their requirements. Customers only need to provide their purpose for shopping, budget, and preferred brands. We have every customer's figures on file. This personal shopping service will charge 15% - 20 % of the total merchandises' prices.

Page 13: The Backstage

MERCHANDISE ASSORTMENT•  Luxury: $2,000 to $6,000

•  Designer: $550 to $2,000

•  Contemporary: $300 to $1,300

•  Independent Designer: $300 to $600

Iceberg$350

Jean-Paul Gaultire$380

Maison Margiela

$690

Moschino$690

Marni$350

Page 14: The Backstage

The BackStage

PHYSICAL STORE

Page 15: The Backstage

STORE LOCATIONCross street:Oak Street between Michigan Ave and Rush Street.46 E. Oak St. 60611

Dimensions of entire space: Total footage of the retail space is 1,136 sq. ft. on street level.

Dimensions of separate spaces:Approx. 300 sq. ft. for storage and restroom.

Shape of the Store:Square with a display window in keystone.

Location of Entrance/Window:Oak Street. Facing south.

Rent:$30/SF/Year.$2,840/month.

Lease Term:13 months minimum.

Common Area Fee:Included in rent.

Security Deposit:$800, one time.

Expenses incurred by leasee:Approx. $150/month.

Renovations:Allow most kinds of renovations.

Page 16: The Backstage

FLOOR PLAN & PLANAGRAM

Page 17: The Backstage

STORE DÉCOR/VISUAL

Page 18: The Backstage

Website – online shopping

We will have a website for consumers to shopping online. We offer online chat for actual measurement and simple style consultant service. It will also be a place to show our works with our clients, and posting new products.

E-COMMERCEInstagram (Social Medias)

The Backstage's instagram account will be updated daily with the hash tag #thebackstage. It will contain our products, fun moments, store updating, consumer works, etc. ...

Blog

As the owner of the boutique, I would set up my personal style / fashion blog. The photos will be featuring our boutique and clothes. Blog is also used for Q&As and consumer interactions.

-The BackStage-

Page 19: The Backstage

MARKETINGThe BackStage

Page 20: The Backstage

PLACE & PRICE•  Place: Our target market are

urban cities such as Chicago, Dallas, Atlanta… Where have tons of professional people, with desire of buying designer garments, but do not have access to stand designer boutiques.

•  Price: Since it is a high-end boutique, the price range will be between $300 a shirt to $6,000 a jacket, depending on material and brand.

Helmut Lang$490

Opening Ceremony$510

Valentino$510

Page 21: The Backstage

PROMOTIONS & EVENTS We will have twice-annual sale held at our store, which is a members-only event. Each member can bring one friend to the private shopping events, and have early access to the general sales season.

For the general public, we will have end of season sales, and the information will be found on our website, blog, and social networks. We also will send e-mail newsletters to our members and VIP clients.

Page 22: The Backstage

ADVERTISING The BackStage have weekly email newsletters, blog updates, and also posts on social medias to inform our consumers about new products, on-going events, promotions, sales, etc…

We also would hold event for press, celebrities, and bloggers, and do in-direct advertising through them. We will have press release including our adverting send to the medias and public figures.

Page 23: The Backstage

We will have in-store event, for press-only, members-only, and for general public We will send out news press to the local medias when having major events. The events may include new product preview, fashion show, private shopping, etc…

The BackStage would remain close and positive relationships with bloggers by giving away our products, invited them to private events…

PUBLICITY

Page 24: The Backstage

The BackStage Annual Marketing Plan Calendar

1st Quarter 2nd Quarter 3rd Quarter 4th Quarter JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Advertising Online ads Mobile text ads Regular Text Ads are for Members Sample Sale Alert Sales Season Info Print ads Direct Marketing Email newsletters Weekly Newsletters Weekly Newsletters Weekly Newsletters Weekly Newsletters Direct mail Monthly Catalog for Members Event Info Event Invitions Mobile QR codes Collateral Brochure In-store Brochure Giving w/Purchase Event Info Sales Info Sell sheets Promotional items For Bloggers, Medias, Press, etc. Video/multimedia Introduction Introduction Public Relations Press releases Editorials Social Media Facebook

Spring Collection & Sales In-store Events & New Products New Collection & Sample Sale

Sales Season Promotion LinkedIn Twitter Google+ Website Content/landing page Campaign page Campaign page Blog Weekly Update Weekly Update Weekly Update Weekly Update Mobile website Free Shipping Free Shipping

ADVERTISING CALENDAR

Page 25: The Backstage

•  Total Budget: 8%-10% of gross profit = $20,100.

•  40% of total advertising budget using in first two quarters. 60% for the third and forth quarter.

•  Major marketing/advertising events are during holiday seasons, the beginning of summer, and September sales.

•  Promotional items are for bloggers and press. Which is 41% of total budget.

ADVERTISING BUDGET

Page 26: The Backstage

The BackStage Annual Marketing Plan Calendar

1st Quarter 2nd Quarter Total JAN FEB MAR APR MAY JUN

Advertising $ 510.00 $ 510.00 $ 210.00 $ 10.00 $ 120.00 $ 210.00 $ 1570.00 Online ads $ 200.00 $ 200.00 $ 200.00 $ 0.00 $ 0.00 $ 200.00Mobile text ads $ 10.00 $ 10.00 $ 10.00 $ 10.00 $ 20.00 $ 10.00Print ads $ 300.00 $ 300.00 $ 0.00 $ 0.00 $ 100.00 $ 0.00             Direct Marketing $ 50.00 $ 50.00 $ 50.00 $ 50.00 $ 50.00 $ 50.00 $ 300.00 Email newsletters $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00Direct mail $ 50.00 $ 50.00 $ 50.00 $ 50.00 $ 50.00 $ 50.00Mobile QR codes $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00             Collateral $ 1250.00 $ 550.00 $ 210.00 $ 210.00 $ 630.00 $ 510.00 $ 3360.00 Brochure $ 30.00 $ 30.00 $ 10.00 $ 10.00 $ 10.00 $ 10.00Sell sheets $ 20.00 $ 20.00 $ 0.00 $ 0.00 $ 20.00 $ 0.00Promotional items $ 1000.00 $ 500.00 $ 200.00 $ 200.00 $ 500.00 $ 500.00Video/multimedia $ 200.00 $ 0.00 $ 0.00 $ 0.00 $ 100.00 $ 0.00             Public Relations $ 500.00 $ 250.00 $ 200.00 $ 0.00 $ 200.00 $ 0.00 $ 1150.00 Press releases $ 500.00 $ 200.00 $ 100.00 $ 0.00 $ 200.00 $ 0.00Editorials $ 0.00 $ 50.00 $ 100.00 $ 0.00 $ 0.00 $ 0.00             Social Media $ 340.00 $ 80.00 $ 80.00 $ 80.00 $ 80.00 $ 80.00 $ 740.00 Facebook $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00Sina Weibo $ 200.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00Twitter $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00Instagram $ 100.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00             Website $ 160.00 $ 160.00 $ 160.00 $ 160.00 $ 160.00 $ 160.00 $ 960.00 Content/landing page $ 50.00 $ 50.00 $ 50.00 $ 50.00 $ 50.00 $ 50.00Blog $ 10.00 $ 10.00 $ 10.00 $ 10.00 $ 10.00 $ 10.00APP $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00             

$ 8080.00

Page 27: The Backstage

The BackStage Annual Marketing Plan Calendar

3rd Quarter 4th QuarterJUL AUG SEP OCT NOV DEC

Advertising $ 360.00 $ 1020.00 $ 300.00 $ 10.00 $ 320.00 $ 520.00 $ 2530.00 Online ads $ 350.00 $ 500.00 $ 200.00 $ 0.00 $ 200.00 $ 300.00Mobile text ads $ 10.00 $ 20.00 $ 0.00 $ 10.00 $ 20.00 $ 20.00Print ads $ 0.00 $ 500.00 $ 100.00 $ 0.00 $ 100.00 $ 200.00             Direct Marketing $ 50.00 $ 50.00 $ 50.00 $ 50.00 $ 100.00 $ 100.00 $ 400.00 Email newsletters $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00Direct mail $ 50.00 $ 50.00 $ 50.00 $ 50.00 $ 100.00 $ 100.00Mobile QR codes $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00             Collateral $ 210.00 $ 230.00 $ 1010.00 $ 210.00 $ 1560.00 $ 1570.00 $ 4790.00 Brochure $ 10.00 $ 10.00 $ 10.00 $ 10.00 $ 40.00 $ 50.00Sell sheets $ 0.00 $ 20.00 $ 0.00 $ 0.00 $ 20.00 $ 20.00Promotional items $ 200.00 $ 200.00 $ 1000.00 $ 200.00 $ 1500.00 $ 1500.00Video/multimedia $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00             Public Relations $ 400.00 $ 500.00 $ 1000.00 $ 200.00 $ 200.00 $ 400.00 $ 2700.00 Press releases $ 200.00 $ 0.00 $ 500.00 $ 0.00 $ 200.00 $ 300.00Editorials $ 200.00 $ 500.00 $ 500.00 $ 200.00 $ 0.00 $ 100.00             Social Media $ 80.00 $ 80.00 $ 80.00 $ 80.00 $ 360.00 $ 260.00 $ 940.00 Facebook $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00Sina Weibo $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00Twitter $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00Instagram $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 300.00 $ 200.00             Website $ 110.00 $ 110.00 $ 110.00 $ 110.00 $ 110.00 $ 110.00 $ 660.00 Content/landing page $ 50.00 $ 50.00 $ 50.00 $ 50.00 $ 50.00 $ 50.00Blog $ 10.00 $ 10.00 $ 10.00 $ 10.00 $ 10.00 $ 10.00APP $ 50.00 $ 50.00 $ 50.00 $ 50.00 $ 50.00 $ 50.00      $ 12020.00               $ 20100.00

Page 28: The Backstage

ORGANIZATIONAL CULTUREThe BackStage

Page 29: The Backstage

CULTURE Our boutique is aimed at creating a haute couture shopping environment for our consumers. The garments are artistic, yet wearable. Like our store, simple, clean, yet decorative.

The internal atmosphere at The BackStage is competitive, fast pace, fashion-forward, yet very friendly and fun. We want the company culture to be as high-end as our merchandise.

Page 30: The Backstage

MANAGEMENT STYLE We will using a combination strategy of Directing and Supporting to manage our employees.

We set weekly and monthly goals for the sales associates, and pay their wage based on commitments. Employees at The BackStage get the opportunities to show their abilities by achieving and even overdo the goals. The best sellers can get awards, which will be either bonus on payment or a specific product.

For Supporting, we do want each employee can involve in decision makings. We also would have regular seminar with guest speakers or managers, in order to improve employees’ personal skills. We will provide each employee chances to be a team leader on projects.

Page 31: The Backstage

EMPLOYEE MOTIVATION Employee's payments are based on their selling and consulting incomes. If one employee has a customer singed up for full-year membership for $ 1,000, then the employee can get 10% of the customer's every purchase. The boutique will be move in fast pace, employers and employees respect each other, but still will be competitive.

Page 32: The Backstage

GOAL SETTING SHEETThe BackStage

GOALS BY ASSOCIATEJun-16

Sales/StylistsGoal

Week 1Actual Week 1

Goal Week 2

Actual Week 2

Goal Week 3

Actual Week 3

Goal Week 4

Actual Week 4

Goal Total

Actual Total

 Naomi

(Sales)$

2300.00$

3200.00$

2500.00$

2800.00$

3000.00$

3600.00$

3000.00$

3800.00$

10800.00$

13400.00 

Bryan (Stylist)

$ 2300.00

$ 2200.00

$ 2250.00

$ 2750.00

$ 2700.00

$ 2720.00

$ 2550.00

$ 2030.00

$ 9800.00

$ 9700.00

 Ty

(Sales)$

2300.00$

3000.00$

2800.00$

3800.00$

3000.00$

3500.00$

2700.00$

3600.00$

10800.00$

13900.00 

Amanda (Stylist)

$ 2300.00

$ 2500.00

$ 2800.00

$ 2030.00

$ 2500.00

$ 2690.00

$ 3000.00

$ 2000.00

$ 10600.00

$ 9220.00

TOTALS BY WEEK$

9200.00$

10900.00$

10350.00$

11380.00$

11200.00$

12510.00$

11250.00$

11430.00$

42000.00$

46220.00

STORE GOAL $42,000  

Page 33: The Backstage

SELLING PROGRAMS Main goals for sales associates are selling the products, and get regularly consumers. Full time sales associates get 8%-10% commissions per item.

For stylists, their commissions are from the clients/members they worked with. For each customer who signed up for membership, stylist get 5% commissions from the membership fee. Also, each styling session with selling, they get 8%-10% commission per purchase.

Buyers are not always on set. They earn service fee, which is 10% of total merchandise prices. Company will take care of traveling fees.

Page 34: The Backstage

EMPLOYEE BONUSES Employee's salaries are based on their selling and consulting incomes. If one employee has a customer singed up for full-year membership for $ 2,000, then the employee can get up to 10% commission of the customer's every purchase instead of 8%. The boutique will be move in fast pace, employers and employees respect each other, but still will be competitive.

The company also offer traveling opportunities to reward our top sales associates at the end of every fiscal year. Monthly bonus to outstanding employees may include free products, event tickets, three-day short vacation, etc. Employees’ families and friends can get invitations to our private sales events.

Page 35: The Backstage

MANAGEMENT STRUCTUREOwner

   

   

   

 Co-Founder/GM

 

   

   

       

Buyers 

Sales Associates Interns   

Page 36: The Backstage

HUMAN RESOURCES POLICIESThe BackStage

Page 37: The Backstage

ETHICS The BackStage has a competitive, yet friendly working environment. We want to achieve sales goals by creating a positive, fast-pace, and sales motivated environment for our employees.

The company is highly sales-driven. All sales related employees including sales associates and stylists are working for commission. The better sales grades they have, the higher payment they get.

We encourage all employees to improve themselves through all the forms. Thus, we provide traveling and training opportunities to our outstanding employees, also, we may provide stipend for their work related classes.

Page 38: The Backstage

SALARY & HOURLY RATESalaries

Full-time Sales/Stylist:

Basic salary + 8%-10% Commission.

Management level:

Annual salary.

Operation:

Monthly salary.

Hourly Rate

Part-time Sales/Stylist:

14.75/hour + 7%-9% Commission.

Interns:

20-30 Hours/week,

12.25/hour.

Page 39: The Backstage

BONUS & DISCOUNT Top two sales person can get bonus of extra 15% of their sales. Management level employees get the 13th month salary at the end of the year.

Every full-time employees get 10%-15% off towards designer products, and 5% off luxury collections. Part-time employees can get 8%-10% off for designer products. All employees get complimentary event tickets for their families and friends.

The Row$1,780

Bally$480

Marni$799

Simone Rocha$1,790

Lanvin$1,500

Page 40: The Backstage

TRAININGS•  Company internal training: we will walk through each new

product and new collection with our employees. The training will be held on every Friday morning, from 9:30 to 10:30.

•  Lecture: during the training session, we also will have guest speakers to mentor our employees.

•  Employee self training: includes taking classes at local institutions or online classes. Company may take care of the tuition.

•  Traveling & Training: Company may send employee with outstanding record to New York or other cities to attend fashion events, meeting & networking with other people, and attend related conferences.

Page 41: The Backstage

EMPLOYEE MANUALS•  Have to be sales-driven.

•  Always acting with manner and professional attitudes.

•  Must dress in the season’s element, but nothing attractive.

•  Always asking consumers if they need help.

•  Reach out to potential consumers/members.

•  Be truthful.

•  Respect colleagues and consumers.

•  Should never leave your client alone in fitting area.

•  No working DRAMA.

Page 42: The Backstage

SCHEDULE SHEET

Page 43: The Backstage

FINANCIALSThe BackStage

Page 44: The Backstage

MONTHLY SALES DOLLARS

Aquazzura$720

Chloé$2,500

Courrèges$1,800

Monthly Sales Dollar PlanThe BackStage

Month Sales

January $ 60000.00February $ 55000.00March $ 48000.00April $ 45000.00May $ 45000.00June $ 42000.00July $ 42000.00August $ 43000.00September $ 70000.00October $ 45000.00November $ 58000.00December $ 65000.00

TOTAL $ 618000.00

Designinverso$150

Desquared2$760

Page 45: The Backstage

SALES BY MONTH AND PERCENTAGE

Sales by Month & PercentageThe BackStage

Month Sales % of Total Year Sales Justification

January $ 60000.00 9.71% SaleFebruary $ 55000.00 8.90% New Arrival March $ 48000.00 7.77% MaintanenceApril $ 45000.00 7.28% MaintananceMay $ 45000.00 7.28% Private SaleJune $ 42000.00 6.80% Sale & New CollectionJuly $ 42000.00 6.80% New Arrival August $ 43000.00 6.96% MaintananceSeptember $ 70000.00 11.33% Sample SaleOctober $ 45000.00 7.28% MaintaneceNovember $ 58000.00 9.39% Pre-SaleDecember $ 65000.00 10.52% Winter Sale

TOTAL $ 618000.00 100.00%

Page 46: The Backstage

Sales Plan by Category/ClassThe BackStage

Your Sales Total for the Fiscal Year is $618,000

January % February % March % April % May % June %Casual Tops $ 3000.00 5% $ 2000.00 4% $ 3500.00 7% $ 3000.00 7% $ 3000.00 7% $ 3000.00 7%Dress Tops $ 3500.00 6% $ 3000.00 5% $ 2500.00 5% $ 3000.00 7% $ 3000.00 7% $ 1500.00 4%Jackets $ 16000.00 27% $ 15000.00 27% $ 6000.00 13% $ 5000.00 11% $ 3000.00 7% $ 3000.00 7%Dresses $ 12000.00 20% $ 12000.00 22% $ 8000.00 17% $ 8000.00 18% $ 10000.00 22% $ 8500.00 20%Pants $ 1500.00 3% $ 1000.00 2% $ 2000.00 4% $ 2000.00 4% $ 2000.00 4% $ 2000.00 5%Shoes $ 10000.00 17% $ 8000.00 15% $ 12000.00 25% $ 12000.00 27% $ 12000.00 27% $ 10000.00 24%Handbags $ 11000.00 18% $ 11000.00 20% $ 12000.00 25% $ 10000.00 22% $ 10000.00 22% $ 10000.00 24%Accessories $ 3000.00 5% $ 3000.00 5% $ 2000.00 4% $ 2000.00 4% $ 2000.00 4% $ 4000.00 10%

TOTAL $ 60000.00 $ 55000.00 $ 48000.00 $ 45000.00 $ 45000.00 $ 42000.00

July % August % September % October % November % December %Casual Tops $ 3000.00 7% $ 3000.00 7% $ 3000.00 4% $ 3000.00 7% $ 2000.00 3% $ 3000.00 5%Dress Tops $ 2000.00 5% $ 2000.00 5% $ 3500.00 5% $ 3000.00 7% $ 3000.00 5% $ 5000.00 8%Jackets $ 3000.00 7% $ 4000.00 9% $ 16000.00 23% $ 8000.00 18% $ 15000.00 26% $ 16000.00 25%Dresses $ 10000.00 24% $ 10000.00 23% $ 12000.00 17% $ 5000.00 11% $ 12000.00 21% $ 15000.00 23%Pants $ 2000.00 5% $ 2000.00 5% $ 1500.00 2% $ 2000.00 4% $ 2000.00 3% $ 1500.00 2%Shoes $ 10000.00 24% $ 9000.00 21% $ 15000.00 21% $ 12000.00 27% $ 9000.00 16% $ 10000.00 15%Handbags $ 10000.00 24% $ 11000.00 26% $ 15000.00 21% $ 10000.00 22% $ 11000.00 19% $ 11500.00 18%Accessories $ 2000.00 5% $ 2000.00 5% $ 4000.00 6% $ 2000.00 4% $ 4000.00 7% $ 3000.00 5%

TOTAL $ 42000.00 $ 43000.00 $ 70000.00 $ 45000.00 $ 58000.00 $ 65000.00

SALES BY CATEGORIES

Page 47: The Backstage

OPERATIONSThe BackStage

Page 48: The Backstage

BUSINESS HOURSSummer Hours

Monday-Thursday

9:30 a.m. – 7:30 p.m.

Friday & Saturday

10:30 a.m. – 9:00 p.m.

Sunday

VIP & VVIP by Appointment Only

Winter Hours

Monday-Thursday

10:30 a.m. – 6:30 p.m.

Friday & Saturday

11:00 a.m. – 8:00 p.m.

Sunday

VIP & VVIP by Appointment Only

Page 49: The Backstage

LOSS PREVENTION•  24-hour surveillance

video.

•  On-site security.

•  To access to storage/office area, must using (swiping) employees’ badges.

•  Clients with styling session must registration with our employees using proper identifications.

•  Do not accept check.

3.1 Phillip Lim$550

Dolce Gabbana$760

Givenchy$1,250

Nicholas Kirkwood$780

Page 50: The Backstage

SERVICESThe BackStage

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SERVICES LEVELS•  Layaway: members can request product on catalog, we will

reserve the item for her to pick-up in store, we only offer free 3-day shipping to our V(V)IP clients.

•  Merchandise Hold: pre-order or reserved merchandises will be hold for pick up for up to 5 business days.

•  Alterations: at this point, the alteration service is only offering to VVIP clients.

•  Customer’s Personal Profile: each customer will have his/her own personal profile on our databases. The information is only for styling/selling use, not for sharing.

Page 52: The Backstage

CLIENTELING At The BackStage, clienteling is what we called “personal styling/buying” services. It is included in our memberships, and will be offered to all our members and regular consumers. At the point of purchasing, we are building a digital profile about the customer’s sizes, likes, brands, etc. However, customized face-to-face services are exclusive to our VIP and VVIP members.

Talbot Runhof$750

Kenzo$780

Ritch Erani TYFC$790

Victoria Beckham$820

Page 53: The Backstage

RETURN POLICY All returns must be in new condition, no stain, no signs of wearing, and with original tags. We only accept returns within the 7 business days of purchase, and with receipts.

Final sale items are not eligible for return. Sale items can be returned for store credits. Consumers must obtain the original credit card for refund.

Oscar de la Renta$2,350

Carven$580

Casadei$750

Tonya Hawkes$1,450

Page 54: The Backstage

Fangyao Liu

THE BACKSTAGE