Mon bar à fringues

Each woman has a unique body type; therefore, it is sometimes painful and difficult to find the perfect piece of clothing that will show off the silhouette and the curves of a woman. The shape, the size, the material and the color are primordial to make the right choice of clothes. Hence, our cloth bar concept enables women to create the perfect outfits by making their own choices of these parameters throughout a selection that we made for them. Our clothes collection and accessories will be composed of seven pieces (Tee shirts, Sweaters, Coats, Jackets, Dresses, Skirts and Trousers) and four accessories (Handbags, Scrunchies, Belts and Tote bags) that will be available in different shapes & cuts (loose or tight cut, A line, flared or wrapped skirt and so on). The right choice of shapes and cuts is crucial to sublimate women bodies. Materials and Colors are essential to feel comfortable and pretty, as a result we propose a large selection that can bring different style to our clothes. Women will be free to let their imagination do the job. Customization is our bet to satisfy women requirements on clothes to enable them to embrace their beauty potential by finding the perfect fit in our store. Mon bar à fringues offers an innovative and original fitting room system. Thanks to the technology created by the startup, Sweet FIT, a scan cabin will be installed in our store. No more time-consuming fittings and disappointment of not finding the right clothes. The technology takes your measurements in five seconds, the clothes selection occurs thanks to moves’ detection and the visualization of the whole outfit is available on the screen. To ensure a customer satisfaction, free advice will be provided to guide our customers as much as possible in their choices during their journey in the store. With an iPad, our customers will be asked, through questionaries and pictures picking, to describe their taste. Given the result, the best options and some advice will be proposed to them to match their expectations and tastes. Our brand will also have a professional website that counts all the services available in the physical store, even the scan cabin. Indeed, if the customer has come and used the scan cabin, their measurements will be saved on their account.

Positioning & Branding Strategy

The marketing mix is the following: our product is a concept store which combines a scan cabin and a clothes bar. The average price of the created garments is 80€ but this price differs depending on the type of product. Concerning, the location, the store will be in the Marais in Paris. This location was chosen for this calm district. There is not many traffic, this is a trendy place and easy access by public transit. Finally, the brand plans different ways to promote its products such as by being present on Instagram and Facebook and to distribute flyers. Other ways to promote exist and will be developed. For the customer targets, most of them will be Parisians. Customers would be women between 20 and 40 years old, coming from middle to upper classes with a food income. These women love fashion and to customize their outfit, they love trying new technologies but they are busy and don’t have enough time to go shopping. Finally, these women value high quality and sustainable products.

The Store (store layout our customer)

The customer would get a digital tablet at the store’s entry. She would indicate information on what clothes she is looking for, which color as well as the texture. The customer would keep the Ipad during all the journey inside the store. To help the customer choose, the store would have different corners. The first one would be a bunch of clothes to give some idea of the clothes’ shapethe customer wants to have. The second one would be a desk with different types of textures. The customer can touch theses textures and choose the ones she wants on her clothes. The third corner would be a wall on which some outfits, including clothes that have been returned to the store, are exposed to give some ideas to the customer. At any step of her journey, the customer would be able to try virtually clothes in the scan cabin. The aim is to facilitate and shorten the journey if needed as our target is people who don’t have much time to do shopping. Finally, she would be able to pay either at a physical cashier or directly on her phone.

 

CRM Strategy

Managing customers relationship is important for a company. Knowing about your target audience means knowing what you are supposed to offer to stand out from multiple competitors. For the collecting data part, we come up with 3 ways. First, we can build cooperation relationship with data agency. They are professional, but it will take a large amount of cost, second, we could build cooperation with the big e-commerce platform company. The third way and it the most feasible way is to collect data from the iPad. According to the data collected from our current customers, we could forecast the future customers’ preferences, including styles, colors, materials, and shapes, which allows us to provide more detailed and correct offerings for our target audience. Identifying the best customers can help us estimate lifetime value. We can extract the data from our store’s iPad to forecast future purchases, the gross margin from these purchases, and the costs associated with serving the customers. We can also do another analysis, which is call RFM analysis. That is to say, classifying customers by recency, frequency, and monetary value of purchases, to estimate the customers behaviors best. Knowing customers is an effective way to knowing ours advantages and disadvantages. We should turn the data into a useful language for our cooperate to target our potential customers better.

Communication

Our communication strategy has been thought to fulfill our business goals: sell units, create awareness around our concept and technology, satisfy our clients and increase the traffic in the store and on our website. For this purpose, different communication channels will be operated. Social medias and in particular Instagram will provide visibility, will enable Mon bar à fringues to build a solid community around the brand and will be a significant tool to promote our products. Instagram will also be used as a selling channel. To boost even more our visibility, Mon bar à fringues will create a partnership with Junesixtyfive, a fashion influencer with a large community, who has experience in the promotion of fasion brand. In the long run she will be the face of our brand on social media. In addition, to make an impression with the creation of our brand, we will organize an opening event that will take place in our store, in Paris. Customers, journalists and Junesixtyfive will be our guests and will have the opportunity to live the experience of the virtual fitting room. Articles and prospectus will also be used to give credibility to our project and to poke the curiosity of people.

Costs & feasibility

The cost & feasibility study were made by calculating the fixed costs, the variable costs and by estimating the turnover. The fixed costs were calculated for the four first years. During the year 0, all the expanses necessary to create the shop and launch it are taken into account. To cover all these costs the brand expects to receive a loan of 50 000 €. In the year 1, the production and selling begins as well as the repayment of the loan. Therefore, the fixed costs are 102 200 € high per year from year 1. From the 5th year onward, as the loan and the interests will be entirely repaid, the fixed costs will be adjusted to 89 000 € per year.

According to the price chart we put in place, the Average variable cost per unit and the average unit selling cost, we have determined how many products should be sold to reach the break-even point.

Over 2 271 products sold a year, the turnover will be positive. It is therefore, a realistic & feasible project.