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EKOSTYLE
Ekostyle is an environmentally friendly clothing and home goods boutique located in Chicago. It offers stylish, eco-friendly products while supporting ethical and sustainable practices. The store aims to bridge fashion and environmentalism through its mission and compassionate company culture. It targets customers who are passionate about social and environmental issues through its selection of music, natural atmosphere, and philanthropic events and classes.
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EKOSTYLE
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- 2. Ekostyle offering an arrayof environmentally friendly made products including men & women's clothing, accessories, shoes and decor. Ekostyle is dedicated to offer customers the ability to purchase stylish clothing while also making a positive impact on the environment. MISSION STATEMENT Our mission is to bridge a connection between the world we call home with the necessities of fashion.
- 3. Our company fullysupports a more ethnical and sustainable future for our world and fashion. Providing our customers nothing but products that support just that while also enriching our store in an eco-friendly way. Our staff is passionate about the planet and have a love for helping others which we value greatly.The company culture is compassionate and caring where the environment and others are put before ourselves. COMPANY VALUES
- 4. ! ! ! ! ! ! ! ! ! EkoStyle’s atmosphere isa feel of natural comfortability as you browse through our eco-friendly products. As soon as you step foot into the boutique, you are visually seeing not only environmentally friendly garments but it is also represented down to the lighting, furniture, and flooring. Colors and decor are simplistic and modern like the beauty behind nature. Positive, influential music is played throughout the store by artist such as, The Beatles & Bob Marley, who had the same humanitarian views on the world that EkoStyle supports. ATMOSPHERE
- 5. ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! CUSTOMER PROFILE KAYLEEKaylee isa 25 year old journalist/blogger who loves to write about world issues. She is constantly busy researching, traveling and exploring. Kaylee is passionate about the world she lives in and through her writing hopes to influence others to feel the same. To match her compassion for the environment and others, Kaylee loves to shop at stores that do the same. Day-to-day activities include yoga, writing, recycling, volunteering at shelters and traveling for her job. At the end of the day, Kaylee cooks an organic meal while relaxing with her dog as she browses through petitions on change.org and researches the world news that she can write about.
- 6. COMPETITION A competitor thatresembles closely to EkoStyle is the ethnically fashion forward company, Helpsy. Helpsy’s visually appealing and fashion forward products brings in customers while continuing to have an ethical and environmentally conscious mission toward the fashion industry.The main concept of EkoStyle falls closely in line with Helpsy by providing stylish, unique products with an eco-conscious make up. However, Helpsy’s price points run a little higher than EkoStyle and our company offers customers to donate the profits of their sale to the charity of their choice.
- 7. ! ! CUSTOMER PROFILE TARGET-MARKET SEGMENT Geographics RegionMidwest City Size 2 million Urban/Rural Urban Climate Four Season Psychographics Social Class Middle to Upper Personality Compassionate, eco- friendly, humanitarian Lifestyle Intelligent, world conscious, laid back, attend charities Demographic Age 20-45 Sex Male & Female Income $60,000+ Education College Occupation Social Worker Religion All Consumer Behavior Benefits Desired Quality, stylish, eco- friendly Usage Rate About 2-3 per month
- 8. ! ! ! ! ! ! ! ! ! COMPETITION: OPPORTUNITY: products ECONOMICS: OPPORTUNITY: with today’s economy. a great extent by the recession and will mostly likely continue to buy from Helpsy as there isn’t that many eco & ethnical type store people are familiar with. TECHNOLOGY: OPPORTUNITY: web-based business SOCIETY: OPPORTUNITY: Shade building up a loyal and high class clientele ! ! SWOT ANALYSIS
- 9. Customer ! ! DEMOGRAPHICS: Strength: Catersto a larger demographic based on the universal interest in helping the planet and others Weakness: Merchandise offered may be higher price points based on the higher costs to make ethnically made products ! PSYCHOGRAPHICS: Strength: Philanthropists and other upper class individuals with a humanitarian outlook may be more likely interested in the products Weakness: Social class that would rather spend money on fast fashion for the cheaper price ! GEOGRAPHICS: Strength: Located in a highly populated city where individuals are trendy and fashion is a big influence Weakness: Exclusive to just the city with few locations & not as well known by consumers in the area yet ! BEHAVIORAL,BUYING,TRAITS: Strength: People are willing to purchase garments & goods knowing that every penny counts towards better the environment and world.That their purchase matters more than just another shirt in their closet. Weakness: More options and organization towards how each garment helps the world on Helpsy’s website. SWOT ANALYSIS
- 10. MERCHANDISE Women’s $40 $65 $70 $250 ASOS GREEN ROOM RAW FORTHE OCEANS G-STAR $60.75 $70 $50 $100 $85 $160
- 11. MERCHANDISE Men’s $48 $48 BEGOOD $380 RAW FORTHE OCEANS G-STAR $70 $36 BrooklynIndustries $335 $79 $277 ZADY $240
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- 14. ! Store Location: 1650W. Division, Chicago, IL 60622! ! Cross Streets: Paulina and Division! ! Neighborhood: Wicker Park ! ! Total square footage: 2,533 SF ! ! Shape of store: Square! ! Entrances/Exits: Front doors, back door! ! Windows: Large front windows! ! Monthly Rent: $3,405/mo! ! Terms of Lease: Negotiable/year ! ! Security deposit: N/A! ! Realtor fees: N/A ! ! Expenses incurred by lessee–utilities, etc: Utilities, taxes, cam ! ! Allowable renovations: N/A! ! Landlord obligation/commitment for renovation: N/A ! ! A/C and Heating: Central STORE LOCATION
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- 16. ! STORE DECOR &VISUALS
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- 18. STORE DECOR &VISUALS
- 19. SOCIAL MEDIA FACEBOOK: www.facebook.com/ekostyle INSTAGRAM:@EkoStyleFashion WEBSITE:
- 20. ! • Each week,EkoStyle post “Eco-Chic of the Week” to our social media profiles showcasing one of our stylish and eco- friendly shoppers ! • Once a month, we offer DIY & jewelry making classes to encourage others how they can turn old items into a revamped piece of fashion. ! • On Earth Day each year, April 22, EkoStyle offers 30% the whole store and host an Earth Day private event for personal shopping & appetizers ! • Home delivery and custom tailoring options. ! • Attend charity events throughout the year to donate and gain customers who have the same passion of EkoStyle. • Each new customer receives a free eco tote when they add a donation to their order. EVENTS & PROMOTION
- 21. Monthly emails regardingpromotions and environmental news EkoStyle stickers and flyers posted around college campuses and farmers markets Advertisements made on eco-friendly clothing websites that we buy our products from. Attend local fashion shows like The Art of Fashion Show at Millennium Park to network with professionals and give out our business cards Make visits to buying events such as StyleMax Chicago every year to meet with buyers and distributors to get our name out there. MARKETING & PR
- 22. ! ! ! ! ! MANAGEMENT STYLE The teamis managed in a structure that allows everyone’s input and communication.The setting for employees is open to suggestion and even room to grow within the company.We all work together as a team to solve issues and make recommendation, as well as, train new staff.The team focuses on customers first, then the focus goes to our sales team and then management.The pyramid of authority is upside down. Three managers total • General (Buyer, Evaluates Performance, Financials, Hiring) • Assistant Manager (Scheduling,Train, Marketing) • Assistant Manager 2nd (Visual Merchandiser,Train, Inventory) Democratic & Supportive Room to grow within the company (Jr. Managers, Jr.Trainees)
- 23. ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! GOAL SETTING Your Store GOALSBY ASSOCIATE Date 10/20/14 Associate Goal Week 1 Actual Week 1 Goal Week 2 Actual Week 2 Goal Week 3 Actual Week 3 Goal Week 4 Actual Week 4 Goal Week 5 Actual Week 5 Goal Total Actual Total Kelly 2000 1500 2000 1000 2000 850 2000 2000 2000 2500100007850 Julie 2000 2000 2000 1900 2000 900 2000 1700 2000 2000100008500 Greg 1000 1000 1000 600 1000 950 1000 400 1000 850 5000 4950 Jon 500 450 500 200 500 500 500 450 500 500 2500 2100 Regina 500 500 500 400 500 600 500 300 500 450 2500 2250 Marlene 500 350 500 500 500 500 500 600 500 250 2500 2200 TOTALS BY WEEK 6500 5800 6500 4600 6500 4300 6500 5450 6500 65503250027850 STORE GOAL $55700.00 Selling Programs • Employees receive %40 off on all products • The more you sell, the more hours you receive • $100 gift card is awarded each month for employee of the month
- 24. ! ! ! ! ! ! ! HUMAN RESOURCES &POLICIES ETHICS: EkoStyle is committed to achieving its objective within the fashion industry through its customers, staff and overall ethical thinking on all terms.The company accepts its ethical and social responsibilities that are taken head on. Our suppliers, merchandise and stores comply to the same sustainable thinking that we want to promote to consumers and require the management of the business to correlate.We value working with people who share the same mindset and commitment to ethical, sustainable products and production with an overall understanding the importance of connection and quality with the relationships formed
- 25. HUMAN RESOURCES &POLICIES Sales Associates Hourly rate: Brand Reps- $9-$10 Managers & Assistants- $14-$15 Benefits: Health Care & Insurance after a year of employment. 3 Sick Days allowed for all employees.A week of PTO after a year of employment. Bonus Incentives for high sales (visa gift cards, raises/ promotions). 40% off on store merchandise for employees. Training & Requirements: • 2 days of paid training at min wage. • Overview of employee handbook & policies, signature required. • Recommended to buy/wear store merchandise during each shift to promote to customers. !
- 26. SCHEDULING ! ! ! ! ! ! ! ! NAME MONDAY TUESDAYWEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY TOTAL Kelly 10:30am-7:30 - 10:30-7:30pm - 10:30-7:30pm 10:30-7:30 9:30-1:30pm 40 Brittany - 10:30-7:30pm - 10:30-7:30pm 10:30-7:30pm 10:30-7:30 1:30-5:30pm 40 Chris 1:30-7:30 - 1:30-7:30pm - 11:30-4:30pm 2:30-7:30pm 12:30-5:30pm 27 Jon - 1:30-7:30pm - 1:30-7:30pm - 12pm-5pm 10am-3pm 22 Regina 11:30-4:30pm - 11:30-4:30pm - 2:30-7:30pm 2:30-7:30pm - 20 Austin - 11:30-4:30pm - 11:30-4:30pm - 11am-4pm - 15 • Payroll Bi-Weekly • Closed: Christmas,Thanksgiving & Easter Store Hours: MON-SAT 11AM-7PM SUN 10AM-5PM
- 27. ! ! ! ! ! ! ! ! ! ! ! ! ! MONTHLY SALES MONTH AUGSEPT OCT NOV DEC JAN TOTAL % 17% 15% 13% 18% 26% 11% 100% $ $50,500 44,200 37,900 53,180 75,200 32,100 293,080 CLASS WOMENS TOPS 7,575 6630 5685 9040.6 12784 4815 46529.6 WOMENS PANTS 2525 4420 5685 7977 11280 4815 36702 WOMENS SKIRTS 7575 4420 3790 2659 2256 963 21663 DRESSES 12625 6630 1895 1595.4 3760 963 27468.4 MEN TOPS 6565 5746 3790 5318 7520 3210 32149 MEN PANTS 2525 4862 5685 7977 7520 3210 31779 JACKETS 2525 4420 5685 10636 18800 8025 50091 ACCESSORIES 5050 4862 4548 5318 7520 3531 30829 HOMEGOODS 3030 2210 1137 5318 3760 2568 18023 TOTALS $50,500 $44,200 $37,900 $53,180 $75,200 $32,100 $293,080
- 28. MONTHLY SALES ! ! ! ! ! ! ! ! ! ! ! ! MONTH AUGSEPT OCT NOV DEC JAN TOTAL CLASS 17% 15% 13% 18% 26% 11% 100% WOMENS TOPS 15% 15% 15% 17% 17% 15% 16% WOMENS PANTS 5% 10% 15% 15% 15% 15% 13% WOMENS SKIRTS 15% 10% 10% 5% 3% 3% 7% DRESSES 25% 15% 5% 3% 5% 3% 9% MENS TOPS 13% 13% 10% 10% 10% 10% 11% MENS PANTS 5% 11% 15% 15% 10% 10% 11% JACKETS 5% 10% 15% 20% 25% 25% 17% ACCESSORIE S 11% 11% 12% 10% 10% 11% 11% HOMEGOODS 6% 5% 3% 10% 5% 8% 6% TOTALS By percentage:
- 29. ! ! ! ! ! • Yearly inventorycount, especially during the holiday seasons • Strategic employee placement in each merchandise area (Accessories, Fitting Rooms, Greeter, Cash Register, Men & Women sections) • Sensors placed on every garment • Security cameras and locks • Employee bag checks at the end of each shift LOSS PREVENTION
- 30. ! SERVICES • Offer merchandiseto be placed on hold for 24 hours. • Offer to ship merchandise and gift wrapping. • Clienteling with the use of stylists following up with previous customers, alterations on clothing and loyalty cards for customers to receive future discounts & secret promotions. • Discounts & freebies when you choose to donate extra from your purchase to a chosen charity.
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