WOWthingKelly Zepeda

direct marketing communications May 8, 2014

concept✴ two-in-one shop consisting of a

high end women’s boutique focused (but not limited) on Japanese fashion plus nail art bar

✴ goal is to give our consumers a “one stop shop” atmosphere

✴ two floor building -> boutique on first floor -> nail bar on second floor

boutique specs• designers will include:

✴ sacai luck

✴ junya watanabe

✴ visvim

✴ undercover

✴ comme des garcons

✴ kenzo

✴ yohji yamamoto

✴ Nike

nail bar specs• services provided:

✴ gel nail art

✴ manicures

✴ gel extensions (no acrylic)

pricingService Details Cost

Basic ManicureFiling, cuticle care,

polish or buff$15

Gel ManicureFiling, cuticle care, polish or buff plus

one color$45

Gel ExtensionsManicure, gel tips,

plus 1 color. Gentle alternative

to acrylics

$70

Nail Designs

Will vary in price depending on complexity of

design

$5-10 per finger

• Women ages 20-35

• they run the gamut from students to independent & successful business owners

• always on the go

• cultured & love to travel

• use fashion as a form of expression

target profile

competition

SWOT AnalysisStrengths

✴unique offerings ✴two revenue streams ✴nail art industry is booming

Weaknesses ✴fairly new concept ✴lack of brand recognition ✴budget constraints

Opportunities ✴gaining market share in both the nail and retail industry ✴adding online store ✴expanding location-wise ✴collaborating with other brands to create store exclusive products

Threats ✴target market may not respond to store’s concept ✴too small of a selection due to budgets

MARKETING

online• weekly newsletters/blog

✴ highlight new arrivals

✴ store news

✴ nail art appointment booking system

• social media

✴ Instagram: TAKE PICS OF NEW ARRIVALS AND NAIL ART

✴ TWITTER: Store news, misc. info, and direct link to consumer

Designer Highlight: Kenzo

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magna tincidunt. Maecenas aliquam maecenas ligula nostra,

accumsan taciti. Sociis mauris in integer, a dolor netus non dui

aliquet, sagittis felis sodales, dolor sociis mauris, vel eu libero cras.

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diam dapibus libero duis. Enim eros in vel, volutpat nec pellentesque

leo, temporibus scelerisque nec. Congue porta scelerisque praesent at,

Store News Ut facilisis ante in dui ac suscipit, turpis voluptatum donec, suspendisse, quasi luctus amet urna tempor amet sit. Cras volutpat mattis hasellus justo sed, feugiat nunc praesent. Quam ac ligula risus lectus dapibus, nunc lectus velit, vel, vestibulum.

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events Imperdiet laoreet, ipsum enim sit lectus felis at, aliquam donec pede, luctus platea etiam mauris ut. Dui vel diam, vitae et scelerisque erat volutpat viverra velit, risus pellentesque tellus nullam nibh, morbi posuere.

WOWTHING Thursday May 8, 2014

onlineOnline ads: lifestyle sites/publications

✴ refinery29

✴ style.com

✴ vogue.com

✴ anyonegirl

WOWTHING your new

favorite store

✴ bloggers have an extremely wide audience

✴ they influence purchase decisions through their posts

✴ opportunities to collaborate

bloggers

offlineDIRECT MAIL:

• store opening invitations will only be sent to vip’s in the fashion industry

• bloggers

• magazine editors

• celebrities

!you are cordially invited to the !wowthing !

store opening !!May 17th 2014 7 - 10 pm !

1 Gansevoort Street !!! !!

wowthing

1 gansevoort street new york

www.wowthing.com

Print ads:

• vogue

• w Magazine

• harper’s bazaar

• the new yorker

• NY times style section

• v magazine

wowthing

wowthing

Outside ads: only in areas where desired target market would reside

• subway stations

• bus stops

FINANCIALS

COSTS EstimatedFixed Costs

Website 500 Business Cards/Stationery 300 Business Licenses/Permits 200 Decorating 3,000 Lease Security Deposit 2,500 Office Furniture/Fixtures 1,500 Telephone 150 Tools & Supplies 1,400

Total Fixed Costs 9,550

Average Monthly CostsAdvertising (print and Internet) 11,528 Employee Salaries and Commissions 9,000 Inventory, raw materials, parts 8,000 Rent 2,500 Supplies 250 Telephone 63 Public Utilities 250 Website Hosting/Maintenance 150

Total Average Monthly Costs 31,741 x Number of Months 6

Total Monthly Costs 190,446

Total COSTS 199,996

SURPLUS/(DEFICIT) 4

Sales projections

• Minimum of $3,200 monthly clothing sales

• Minimum of $5,000 monthly nail service profits

• total of $49,200 in profit made in 6 months

social media

Monthly Cost Sales Generated ProfitInstagram $1500 $2500 $1000Twitter $1200 $2100 $900Website/Blog $900 $1500 $600Tumblr $500 $750 $250TOTAL $4100 $6850 $2750