FASHION IMPORTING

SIMULATION PROJECT

Crina Iuga
 February, 27th, 2017

Table of content

Business plan . p.3

Company name / Information p.3

The marketing plan p.5

Operations ..p.7
 BUSINESS PLAN Artisanal EuroStyle Fashion

Company Name/Information

Company Name:
Artisanal EuroStyle Fashion Inc.

Company Address:
2404 Harriet Quimby, Montreal, Qc, H4R 3E4

Document Date:
February, 26, 2017

Business Category: Fashion / Apparel

Mission Statement:

Artisanal EuroStyleFashion sales handcrafted, high quality artisanal women clothing and accessories in urban
style with traditional Europeans Countries touch for women that distinguish themselves by their originality,
that dare to creates the trends rather than following it.

Vision Statement

At Artisanal EuroStyle Fashion our vision is to create the trend for independent, original and daring womens.
Our business idea supports this vision by offering original, unique and hand-crafted high quality women cloth
and accessories for our exclusive clientele. Artisanal EuroStyle Fashion aims to meet the needs of women
interested in high quality fashion.
Company Background

Description of the Company history:

Artisanal EuroStyle Fashion is a new organization planning to open her fist store in May 2018. Artisanal
EuroStyle Fashion is the first retailer in Montreal that is specialized in artisanal women cloth and accessories
with a traditional Europeans Countries touch.

The goals and objectives of the Company:

In the next 12 months the company intends to implement a proven marketing and service strategy. Once
established in the market, the company expects to have sales growth of 10 percent per year for each of the
next five years.

The ownership structure of the Company:

Artisanal EuroStyle Fashion is owned by Crina Iuga as a sole proprietorship. As the company expands, it is
contemplated that the company will be incorporated for tax and liability reasons.

The Company management structure:

Artisanal EuroStyle Fashion will have one senior manager, Crina Iuga who is also the sole owner. There will be
three hired managers, one for each division.

The experience & training of each of the Company owners & principals:

Crina Iuga is the owner and operator of Artisanal EuroStyle Fashion. Crina Iuga has 10 years experience in
business management. She holds a Master Degree in Capital markets, a Certificate in Management from
Open University in London, a certificate in International Relations from a well-known University in Europe
and a Fashion Merchandizing Certificate from Brown College in Canada.

The organizational time line:

Planning for the opening of the store will be complete by May 1st 2018. Funding needs to be in place by
December 2017 in order to start the store design, hiring the staff and receive the merchandise.

The Company Assets:

A starting capital of 1.000.000 CAD

Company Summary:
The Product

Artisanal EuroStyle Fashion will offer handcrafted, high quality artisanal women clothing in urban style
with a traditional touch of Europeans Countries, a custom-fitted, ready-to-wear line, and customized on
demand cloth. All these custom-fitted clothes are entirely handmade. Accessories, bags, jewelry and shoes
are also offered to complete the look.

The primary product of the Company:

Unique, artisanal, hand-made women clothing with a traditional touch of Europeans Countries.

Traditional manufacturing methods and style are combined with contemporary design to create luxurious
garnets.

Patents, trademarks or proprietary rights held:

Artisanal EuroStyle Fashion holds exclusive rights to use the business name

Future products that may develop:

Artisanal EuroStyle Fashion is investigating the possibility of outsourcing the design and manufacturing on-
site within a 10-year time frame in order to reduce the cost of transport and time for delivering customized
cloth.

Product Summary:

The Marketing Plan

Target market:

Artisanal EuroStyle Fashion is targeting the haute-couture and luxury fashion segment. Artisanal EuroStyle
target market will be 35-70 years of age, professional, independent, active women with a higher disposable
income.

Business location:

The present location for Artisanal EuroStyle Fashion is ideally suited to serve the luxury apparel market
because of its central location.

Established customers:

Pricing strategy:

Although Artisanal EuroStyle Fashion is targeting the luxury fashion market it must keep a competitive pricing
strategy in order to remain strong. Artisanal EuroStyle Fashion sets profit margins on its luxury cloth at 15
percent which is comparable to other stores in the industry.

Advertising strategy:
Artisanal EuroStyle Fashion will use on-line and television advertising in order to help grow its standing in the
marketplace. Artisanal EuroStyle Fashion TV advertising will be done mostly during important cultural and
social events.

Marketing Summary:

Artisanal EuroStyle Fashion marketing strategy will be based on display and visibility. Artisanal EuroStyle
Fashion will also promote via social media. One objective that Artisanal EuroFashion needs to accomplish is
creating a brand name. Artisanal EuroStyle Fashion intends to use a successful business woman as an
ambassador and promoter.

Competitor Analysis

Who are your competitors:

There are local competitors in artisanal accessories and aboriginal artisans.

Major competitors are well known luxury brands.

Compare competitor strategies

Competitor Summary:

Current competitors for Artisanal EuroStyle Fashion are the small international stores that sales traditional
outfits and accessories and the aboriginal artisans.

SWOT Analysis (Strengths/Weaknesses/Opportunities/Threats)

The Strengths of the product or business:

Strong relationship with suppliers

Strong product presentation

Unique products

The Weaknesses of the product or business:

Dependent on specialized suppliers

No access to additional capital

Challenges of the seasonality of the business

The Opportunities for your product or business:

Customers preference for unique, handmade and customized products

The Threats that might affect your venture:

The downturn in the economy

Operations

Daily operations:

Artisanal EuroStyle Fashion consists of three major divisions. There is a unique artisanal handmade division, a
customized on demand division and accessories division. The store is open six days a week, Monday through
Saturday. The three departments are managed separately and the three managers report directly to the
owner.

Operational facilities:

Artisanal EuroStyle Fashion has a 500 square foot store and 500 square foot storage lot immediately adjacent
to the main building

Staffing requirements:

Artisanal EuroStyle Fashion will employ four full-time sales staff in the store, two full-time employees in the
warehouse. Artisanal EuroStyle Fashion will also employ three full-time division managers and two full-time
book-keepers.

Suppliers:

Artisanal EuroStyle Fashion receives its merchandise direct from local manufacturers and independent
designers in Europe. In some cases, there can be a considerable delay waiting for customized, on demand
merchandise to be manufactured.

Operations Summary: