PLUR

VisionStatement

The mission of P L U R is to be a distinguished specialty store for the women of the rave and electronic dance music culture by providing eccentric, attering, merchandise that will make these women stand out and feel condent as they dance the night away.

Were striving to be the number one fashionforward rave merchandise store for women in Chicago by engaging our customers with excellent service and knowledge of the rave and EDM culture, and giving them a lasting shopping experience.

MissionStatement

ConceptStatement
PLUR is a boutique store for young women that caters toward modern fashions and trends within the rave culture. We specialize in apparel and accessories, specically: tops consisting of bras with intricate adornments, and tops similar to bikinis; bottoms, including shorts, leg wraps, and leg coverings called ufes; and accessories such as ngerless gloves and jewelry. We apply our knowledge of rave fashions though assisting our customers in the process of building the perfect rave outt.

COMPANY
Our establishment is one that aims to fulll the fashion needs of young women in the rave scene. We want to be their number one store in mind when their favorite DJ is coming to Chicago and they need the perfect outt. PLUR is dedicated to providing a comfortable, fun space where our ladies can enjoy taking their time to look around and get inspired for their big night.

CULTURE

PLUR is a lifestyle that our staff as well as our shoppers are aware of and follow. This is what binds all of us - we are connected through electronic music, the emotions it evokes, and the fashions it has created. Our company is one that thrives on friendliness, passion to help, and maintaining a peaceful, positive outlook.

CUSTOMER
Geographics
Region: Chicagoland City Size: Very large Urban/Rural: Urban Climate: Moderate

Psychographics
Social Class: Middle - Upper Middle Personality: Lifestyle: Fun, out-going, carefree, goal oriented Laid back but engaged in school activities / job

Demographics
Age: Sex: Income: Education: Occupation: Ethnicity: 16-24 Female $5k - $15k annually High School - College Retail & Service Industry All ethnicities

Consumer Behavior
Uniqueness, ability to Benets compliment her body Desired well, give condence Usage Rate A few - several times a month

COMPETITION
Our competition in the physical retail world is any costume stores within the area. However, since we cater to a specic need we will have the advantage over these stores by providing individual customers with exactly what theyre looking for. Overall, our greatest competitors are online retailing websites, but we are condent we will win their customers over by being in an easily accessible location, providing similar products at a competitive price, and creating a shopping experience they will enjoy reliving.

COMPETITORS
IHEARTRAVES.COM RAVE-NATION.COM

COMPETITION
Competitive Shopping Analysis
ShopInformation
Shop Date April 24, 2013 Day of Visit Wednesday Time of Visit 11:00am Length of Visit 45 minutes Number of Visible 3 Associates Approximate Number 6 of Customers Age 20s Height About 55

AssociateInformation
Name of Associate Brittany Gender Female Hair Color and Style Brunette / long, down

COMPETITION
Competitive Shopping Analysis
StoreEvaluation
How long did it take for an associate to acknowledge you after you entered the store? Not long at all - within one minute How would you describe the attitude of the initial greeting / approach you received? Warm and friendly, very welcoming When you rst entered the store, what were store associates doing? At any time during your visit were you told about special promotions (sales) or events taking place within the store? If yes , where did this conversation take place? Was the store clean, neat, and inviting? Cleanliness Were associates behaviors appropriate and professional during your visit? Were there any situations or comments you saw or heard which could positively or negatively affect a customers perception of the store and affect the decision to return? Assisting clients, performing routine tasks, not too busy to help several people at once Yes, I was approached by different associates throughout my visit On the sales oor after I had been in the store for a few minutes Yes, it was very clean and the atmosphere had a fun and easy going vibe Everything was very clean, no dust on glass or shelves Yes, they conducted themselves to standards and were extremely helpful Positive ones - employee had patience helping the customer with nding a product

COMPETITION
Competitive Shopping Analysis
Greeting
Exceeds expectations / attitude was enthusiastic. She seemed happy to help and that she enjoyed her job Yes, she asked if Id like to see their footwear and bags

AssociateEvaluation

Client Engagement
Asked several questions and utilized information gained in the presentation - wanted to know what I was shopping for and if it was a special occasion or simply because I wanted to She was knowledgable, told me a few things about the benets and technologies of the product How trendy it was and the t and fabric Exceeds expectations - she was enthusiastic and friendly

Describe the quality of the greeting you received from the associate

Did the associate ask specic questions to determine your merchandise needs and desires? How knowledgable was the associate with regard to the products you discussed? Features discussed: Describe the quality of your interaction with the associate on the sales oor Were you offered a beverage?

Did the associate offer to show you the store layout or mention other product categories?

No, it wasnt a store that served beverages Did the associate display an energetic Yes, she was very eager and manner in helping you? willing to help me

COMPETITION
Competitive Shopping Analysis
Client Development

AssociateEvaluation

Point of Sale

At any point did the associate Yes, several times attempt the cross selling of from different accessories? employees If yes, which items were Bags and footwear mentioned? Yes, after we spoke for a minute or two At any point did the associate she introduced herself introduce him/herself to you? and told me to nd her if I needed any help

Was your request to place an Yes, it was done quickly item on hold handled and easily professionally? Did the associate explain the Yes, she said they only hold hold process? for two days Yes, she put a hold tag that Did the associate reinforce your had my name and phone hold selection number on it Did the associate present you No, associates dont have with a business card? business cards at this store Did the associate thank you and Yes, she said we hope to invite you to return? see you soon. Exceeds expectations - it Rate the quality of your point of was done efciently and sale/hold experience with ease

COMPETITION
Competitive Shopping Analysis
AssociateEvaluation
Management Interaction
Did you observe a manager on the selling oor? Yes During your visit was the manager's primary activity interacting Yes with clients and/or sales associates relative to client needs? Throughout your visit, did you observe the manager to be friendly Yes, she seemed very approachable and enthusastic and personable? At any time during your interaction, were you personally No, I wasnt. I think the associates were capable enough to introduced to the manager? take care of me, managerial assistance wasnt necessary. Manager offered product information and / or features and Please describe the extent of your interaction with the manager benets, showed interest and was involved when I stated my intent to place the item on hold Meets most expectations - she was friendly but seemed to Rate the quality of your experience with the manager be a little caught up in what she was doing to be of much assistance

COMPETITION
Competitive Shopping Analysis
Overall Experience Rating

AssociateEvaluation

Client Engagement

Meets Most expectations - Overall it was a good experience. I knew that if I needed help I could approach the associates at any time and they would be 100% willing to give me all of their attention.

Within 48 hours of your visit, No, they must not be on did an associate contact you top of checking their holds regarding your hold item?

Name
plur
noun

BRANDING
Naming our store PLUR was the most ideal and logical choice because right away it establishes a connection between our target market (they will know what plur is when they see it), and its also short and easy to remember.

1. the lifestyle of peace, love, unity, and respect that originated within the rave scene

Fonts
Helvetica Neue UltraLight Helvetica Neue Light Helvetica Neue Condensed Bold coalition
Our font selection was done with care. We wanted to display the ongoing theme of contrast that is present throughout the rave scene, and also wanted to hold true to rave music through the effects that different font weights can have on perception while being harmonious.

Colors
White, black , and the signature PLUR purple
The color scheme follows in suit with the theme of contrast. Black and white t that and add a more serious blend to the vibrant, custom purple that adds a are of fun. Together the three manifest the environment of the store - professional yet whimsical.

BRANDING
Logo Design
We wanted our logo to be bold and unique, much like the individuals in the rave culture. We also wanted the logo to have an edge while remaining clean but forward - a simple objective that resonates with the music that created the culture and the fashion styles present in our store.

PLUR

MERCHANDISE
Tops

Chain Stone Bra

Gem Stone Bra pink, black, and blue

Wrap Around Top pink, black, orange, hot pink, yellow, purple, red, teal, & white

Glow Colors pink, green, orange, hot pink, yellow, & white

Spike Stone Bra black, red, blue with spikes in gold and silver

Sequin Bra black, blue, gold, purple, red, silver, teal, yellow, & white

Bow Front Top pink, black, green, orange, hot pink, yellow, purple, teal & white

Glow Colors pink, green, orange, hot pink, yellow, & white

MERCHANDISE
Bottoms

Metallic Booty Shorts silver, black, gold, pink, & purple

Feather Mini Skirt peacock, turquoise, red, yellow, purple, & hot pink

Scrunch Back Micro Shorts pink, orange, yellow, teal, red, white, purple, & hot pink

Glow Colors orange, yellow, white, & hot pink

Pair of Leg Wraps large assortment of colors & patterns

Single Leg Wrap large assortment of colors & patterns

Lace Up Shorts pink, green, orange, yellow, purple, teal, & white

Glow Colors green, orange, yellow, & white

MERCHANDISE
Skirts Complete Outts Flufes Accessories

LED Tutu large assortment of colors

Plain Tutu large assortment of colors

Complete Outt top, bottom, and furries assorted colors

Wrist Cuffs large assortment of colors

Heart Tassle Flufes large assortment of colors special rainbow color

Stripe Flufes black stripes with pink, yellow, & white

Over-the-knee Flufes lavender knee with black & purple

Glow Bracelets orange, yellow, blue & green

LOCATION
2932 N. Clark Street
Chicago, Il 60657
ee r t S t
W. Wellington Avenue W. Wellington Avenue
E W N

N.

r Cla

treet S k r a N. Cl

Located in Central Lake View Excellent store front visibility

High trafc volume location Five minute walk from Wellington stop on CTA Brown & Purple Lines

LocationFacts
Cross Streets North Clark Street & West Wellington Avenue Dimensions of entire space: 693 Square Feet Total square footage Dimensions of separate spaces: square footage of bathrooms, Bathroom - 14 Square Feet square footage of store rooms Shape of store
Entryway is rectangular and meshes with the rest of the unit which can best be described as a trapezoid that has been turned on a 90 angle

Location of entrances/exits The entrance is on N. Clark St., located on the Western side of the store Location of windows Windows of the store face West, looking out to N. Clark St. Monthly rent, Rental/square foot Rent is $1,499.77 per month and $2.16 per square foot per month Terms of Lease property costs in addition to base rent Common area fees N/A Security Deposit N/A Realtor Fees Collected at lease signing Expenses incurred by leasee Initially - none
Over time - utilities, maintenance, property taxes Modied Gross - tenant pays base rent but in subsequent years also pays other

Allowable Renovations Minor renovations - lighting, painting, etc. Landlord obligation/ Landlord may pay for renovation supplies, but the tenant will carry out the renovations commitment for renovations

StoreDcor

StoreDcor

PLANAGRAM
D L ISP AY P DIS LAY
TOPS

BOTTOMS

FLUFFIES

LE G W RA

TOPS

PS

OUTFITS

B
ACCESSORIES

OM T OT

E-BUSINESS

plurstore.tumblr.com

BLOG

E-BUSINESS

twitter.com/chicagoplur

TWITTER

E-BUSINESS

pinterest.com/plurstore

PINTEREST

MARKETING
Place
Our product will be distributed at our agship store located at 2932 N. Clark Street, Chicago, IL

Price
All our products will be priced gauged off of the value-based pricing strategy

PricePoints
TOPS $13-$50 BOTTOMS $20-$55 ACCESSORIES $5-$25 OUTFITS $20-$60 FLUFFIES $15-$50

MARKETING
Promotions & Events
We plan to attend many DJ sets at various venues in Chicago and hand out stickers, post card sized informational yers, coupons with promotions such as buy one get one and a certain percentage off of a purchase, and have a small popup-store at venues that will allow it; host DJ sets and feature live music nights after store hours; and promote at electronic clubs and bars with posters and customized coasters.

Publicity
We plan to have a press release as soon as the store is fully furnished and ready to be shopped. Our primary website will be our twitter, where information regarding when we get in new products and what our current promotions are is easily accessible for our customers to see, and we can also see their feedback and opinions. We plan to build strong relationships with DJs who frequent Chicago, the venues that usually host them, and other electronic bars and clubs that our target market can be found engaging.

MARKETING
Advertising

We will advertise at DJ sets in various venues in Chicago, at nightclubs and electronic bars, and also through the radio and at CTA bus stops in Chicago.

MarketingCalendar
Promotional Event Grand Opening / Electric Daisy Carnival Electric Forest Festival Season Summer Forever Back to School Fall Clearance / Halloween Black Friday Blowout Snow Bunnies After Christmas Clearance Whos Your Eye Kandi? St. Patricks Day Spring Fever Totals Month
May June July August September October November December January February March April

Estimated Sales for Event

$35,670 $30,950 $27,480 $27,290 $25,374 $26,458 $32,793 $25,876 $26,523 $24,572 $24,973 $24,424 $332,383

Total Costs for Event

$3,180 $1,576 $1,245 $1,154 $1,045 $1,138 $1,267 $1,193 $1,178 $1,243 $1,164 $1,236 $16,619

OrganizationalCulture
Leadership Style
Our leadership style at PLUR is a democratic one. We strongly support and encourage our employees to be involved in making decisions and giving input. We value their opinions and their individual knowledge and know that by including them we are truly functioning as a dynamic and strong team. By keeping ensuring all our employees, managerial positions to sales positions, are on the same page, we can grow and progress as a team and benet from each others strengths that we bring to the table.

OrganizationalCulture
Employee Motivation
Our biggest motivation will be to create long lasting relationships with customers so that they feel comfortable shopping at our store and returning to shop more. We want to inspire and enthuse our employees by seeing the satisfaction our customers receive from them, and we will do this by having a motivational message for the day that will share our sales goals in amount of dollar per sale and units per sale, and a reminder to watch our customers body language to best communicate with them. We will also then have meetings every month to review our numbers and discuss what we can do to improve our performance and create a better shopping experience for our customer.

OrganizationalCulture
Selling Programs
We want our associates to be passionate about the products they sell and the lifestyle that incorporates the fashions we sell. To encourage this passion and knowledge for products and the rave culture, we will provide our employees with tickets for upcoming rave/edm events and shows at clubs where they will be paid to attend, though they will have to document their attendance and time there. We will also provide them with a complete outt to wear to the event. We will also recognize excellent selling behavior with bonuses and incentives, and always have healthy snacks and drinks on hand for our associates to consume on their breaks during their shifts in order to keep them nourished and ready to sell!

OrganizationalCulture
Employee Bonuses & Incentives
Employees will be offered 30% regularly and will have employee discount cards where they will be allowed ve items of their choice for 50% off every month. The card is to keep track of how many 50% off punches theyve used. In addition, we will also offer associate buyins, where we will create a bundle package for associates which they can purchase at a lowered price than the bundle would be worth if each item was full priced. If an associate exceeds their selling goal, they will be rewarded with a monetary bonus or a product of their choice within the same price range as the bonus.

GoalSheet
PLUR
Sales Goals By Associate
April 24, 2013

Associate
Store Manager Assistant Manager Senior Sales Associate Sales Associate Sales Associate Sales Associate Sales Associate

Goal Actual Goal Actual Goal Actual Goal Actual Goal Actual Week 1 Week 1 Week 2 Week 2 Week 3 Week 3 Week 4 Week 4 Week 5 Week 5
1,500 1,250 950 780 750 500 445 6,175 0 2,680 2,475 1,300 950 700 480 450 9,035 0 1,200 1,000 1,000 725 650 300 215 5,090 0 2,200 1,750 980 850 725 220 220 7,165 0 3,200 2,000 1,050 860 860 265 265 8,500 0

Goal Total
10,780 8,475 5,280 4,165 3,685 1,765 1,595 35,965

Actual Total
0 0 0 0 0 0 0 0

TOTALS BY WEEK

STORE GOAL

35,965

ManagementStructure
STORE MANAGER
One Person Full Time

ASSISTANT MANAGER
One Person Part Time

SENIOR SALES ASSOCIATE

One Person Part Time

SALES ASSOCIATES
Four - Five People Part Time

HumanResources
Ethics
PLUR strongly upholds a high standard of business ethics and regard for equality and rights of all people. We are an equal opportunity employer, and require our suppliers and other rms working with us to also uphold strong ethical standards in the business place and in treatment of their employees. We will not condone discrimination in our workplace. Our employees will be treated with respect and dignity, and will never be working in a place that is not safe for them to be, and we request that our employees be a minimum of 18 years of age to work with us due to our location and the product we sell.

HumanResources
Hourly Rates & Bonuses
Our sales associates will start at an hourly rate of $8.50. Our senior sales associate will be paid $9.25 hourly. Our assistant manager will be paid $10.50 hourly. Our store manager will be receiving a $40,000 salary. All employees will receive their paychecks bi-weekly. Employees will receive a monetary bonus or a product of their choice within the same price range as the bonus if they exceed their selling goals or display excellent, above satisfactory selling behavior.

Discounts
Employees will be offered 30% off of our merchandise, including sale items. We will also provide employee discount cards where they will be allowed ve items of their choice for 50% off every month. The card is to keep track of how many 50% off punches theyve used. These discounts are to encourage employees to wear our products and be involved in the fashions present in the rave and edm culture. By wearing our products, they will also be able to give customers a personal testimony and encourage sales.

HumanResources
Training
Our employees will be trained on how to sell individual products based on how it will atter the customer, how versatile it will be in their rave wardrobe, and how comfortable it will be to wear. They will also be trained to watch customers body language and intercept whether that customer is more shy or open to help and suggestions, and learn how to accommodate the needs of our customer based on her attitude. Employees will also learn the fabrics and technologies our products are made of/ with so they can provide the customer with assurance that our products are of high quality and how that product will work well with our customers body.

HumanResources
Employee Manuals
Employees will receive a booklet that will be completed during orientation as we walk them through our selling process and how to observe our customers behaviors and learn how to feel comfortable approaching our customer with condence and friendliness. We will also have another booklet on our code of conduct regarding customer service, behavior in the work place, and our stores morals and ethics as a whole. This booklet will also include where we keep our supplies for cleaning and building oorsets, and proper safety measures to take when doing activities that could be dangerous.

EmployeeSchedule
Associates
Store Manager Assistant Manager Senior Sales Associate Sales Associate Sales Associate Sales Associate Sales Associate
23p - 63p 123p - 43p O/C 5p - 93p 5p - 93p 103a - 63p

Sunday

Monday
9a - 6p 23p - 93p

Tuesday

Wednesday
123p - 93p

Thursday
9a - 6p 23p - 93p

Friday
9a - 6p

Saturday
123p - 93p

23p - 93p 93a - 53p O/C 4p - 93p 5p - 93p O/C 3p - 93p

93p - 23p

5p - 93p 5p - 93p O/C 5p - 93p 5p - 93p O/C 5p - 93p 23p - 93p 1p - 5p O/C 43p - 93p

93p - 43p

2p - 5p

O/C 33p - 93p

O/C = On Call Total Hours = 139.5

OPERATIONS
Business Hours
Sunday Monday Tuesday 11am - 6pm 10am - 9pm 10am - 9pm

Loss Prevention
All applicants who are being considered for employment at our store will undergo background checks, new employee orientations, and will be told the employee conduct policies to which they must agree to in order to become employed. All of our products will have a sensor attached that can only be removed at the cash wrap. When the sensor gets too close to our door, an alarm will sound that will be loud enough to be heard throughout the entirety of the store and will not stop until the sensor is several feet away from it again. Our store will also have cameras, and only managers will be allowed to open the doors to accept shipment, and there will also be a sheet that will serve as a record of when the door is opened, for what reason, and who specically opened it. Employees will be trained on how to watch for specic signals in behavior that typical shoplifters display.

Wednesday 10am - 9pm Thursday Friday Saturday 10am - 9pm 10am - 10pm 10am - 10pm

SERVICES
Holds & Returns
Our customers will be able to hold merchandise for up to two days. It will be placed in a rack in the back with a tag that has their name, phone number, and date they held the item. We will always accept returns. Customers have 60 days after their purchase to return their merchandise to receive the full amount paid with a receipt present (and the card if that was how they paid) to receive the original form of payment. After 60 days they will receive store credit for the amount the product is currently worth. If they do not have a receipt present, they will receive store credit for the amount the product is currently worth.

Customer Service
Customers will be treated with the utmost respect and will be provided with a shopping experience that is comfortable and enjoyable. Our store has several dressing rooms available for our customers to try on outts and wardrobe before their purchase to be sure theyll look their best. We also have a lounge area for those who accompany our shoppers and would like to sit and read magazines or just relax while whoever theyre with shops or tries items on. We will be available by phone where customers can ask us questions any time during store hours and also request merchandise holds.

FINANCIALS
Expected Sales This Year Per Product Category
Product Categories
TOPS BOTTOMS SKIRTS WRAPS FLUFFIES

May
$9,475 $4,850 $2,080 $2,570 $4,570

Jun
$8,210 $4,980 $1,520 $2,815 $4,200 $3,310 $3,575

Jul
$8,620 $4,360 $1,600 $2,175 $4,360 $3,590 $3,490

Aug
$9,130 $4,130 $2,081 $2,260 $4,545 $3,460 $3,520

Sep
$9,650 $3,800 $1,300 $2,465 $4,700 $3,485 $3,595

Oct
$8,330 $3,420 $1,090 $2,240 $4,820 $3,295 $3,630

Nov
$7,200 $3,975 $1,320 $2,380 $5,080 $3,140 $3,580

Dec
$6,301 $4,495 $1,350 $2,464 $6,552 $3,210 $3,525

Jan
$7,570 $1,560 $830 $2,350 $6,000 $3,300 $3,600

Feb
$7,920 $2,430 $975 $2,430 $5,750 $3,150 $3,540

Mar
$8,130 $3,890 $1,025 $2,350 $4,860 $2,975 $3,590

Apr
$8,230 $4,200 $1,290 $2,630 $4,730 $3,060 $3,620

ACCESSORIES $3,130 COMPLETE OUTFITS $3,670

FINANCIALS
Monthly Sales Plan
Month
May June July August September October

% of Total Sales Year Sales Plan in $

9.1% 8.6% 8.5% 8.8% 8.7% 8.1% $30,345 $28,340 $28,195 $29,126 $28,995 $26,825

Justication
The weather is warming up and the biggest EDM DJs are making their way through Chicago, boosting rave apparel needs Summer is on its way, its getting hotter outside, and more DJs are playing in Chicago at indoor and outdoor venues Slightly less than June because its getting to be extremely hot outside, and summer going full steam ahead which means less material is being worn Summer is coming to an end so people are getting nostalgic and wanting to look their best for the last events of the summer Fall is coming in quickly and raves and DJ events are starting to slow down now that school is back in session Its fall and getting closer to winter by the week. DJ events and raves have rubbed off the summer rush but are still enthusiastic for Halloween events

FINANCIALS
Monthly Sales Plan
Month
November December January February March April TOTALS

% of Total Sales Year Sales Plan in $

8% 8.4% 7.5% 7.9% 8% 8.4% 100% $26,675 $27,897 $25,210 $26,195 $26,820 $27,760 $332,383

Justication
Its ofcially winter in Chicago, midterms and nals are starting to take priority over attending clubs and DJ events With winter break beginning and free time letting up, people are eager to attend clubs and raves and DJ events. Christmas is a big theme to dress for Its winter, not many large artists are out touring venues or performing in Chicago, only local DJs Slightly greater than January due to Valentines Day - this provides a theme for dressing up at raves and DJ events Spring is approaching which begins introducing new colors and increases in buying Spring is in full swing with fun colors and warmer weather. DJs are starting to tour and play Chicago more

FINANCIALS
Sales Plan By Category
Category
TOPS BOTTOMS SKIRTS WRAPS FLUFFIES ACCESSORIES COMPLETE OUTFITS

Sales % of Total Plan in $

28% 14% 6% 9% 18% 12% 13% $89,116 $45,760 $16,461 $29,129 $60,167 $39,105 $42,935

Justication
Tops are the leading product category for sales because there are so many more styles to choose from that are all very different in colors and textures Bottoms are at 14% because they can be worn in several outts and are a exible item in our customers closet Skirts are only at 6% because there isnt a great demand for them, and those who do wear them also wear shorts under them Wraps are at 9% due to there being more warmer weather months. Our customer doesnt want to be wearing too much in the heat or feel too restricted Flufes are second in lead because there are also many different colors and styles to choose from and they are a very, very popular product through the cold and mild months Accessories are only at 12% because the rave culture prefers to make their own bracelets and necklaces that are called kandi Complete outts are at 13% due to their price. Theyre most costly because the customer is buying a whole set of top and bottoms and sometimes furries are incuded in the outt

PLUR