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BUSINESS PLAN CONTENTS


EXECUTIVE SUMMARY BUSINESS DESCRIPTION PRODUCT AND SERVICE LOCATION MARKETING PLAN PERSONNEL AND MANAGEMENT PLAN FINANCIAL PLAN PRODUCT AND SERVICE FORMS LOCATION FORMS AND FLOOR PLAN MARKETING PLAN FORMS PERSONNEL AND MANAGEMENT PLAN DOCUMENTS WORKS CITED 2 4 6 9 12 18 21 33 36 45 48 59

EXECUTIVE SUMMARY

416.000.0000 55 Bloor St. West Unit 22 Toronto, ON M6J 3L3 www.lusso.ca

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Procurers of the coveted Mr. Paul Daaboul, Small Business Advisor 19 Bloor Street West Toronto, ON Re: Loan Request for $10,000 Dear Mr. Daaboul, We are requesting a STEP (Scotia Total Equity Plan) small business loan to open our own luxury fashion boutique called Lusso. Our mission and goal is to inspire confidence in Canadas luxury brand market by combining cutting-edge, luxe brands with personalized styling services in order to provide a unique fashion experience, and we intend to accomplish this through our combined experience in the fashion retail sector and our passion for and dedication to the luxury industry. Our boutique aims to fill a current gap in the luxury market by targeting the fashion-forward consumer, who currently has very few trendy and high-end options to choose from in todays Canadian retail landscape. No other store in the Yorkville shopping district offers shoppers the combination of exclusivity and personalized customer service that is inherent in the Lusso brand. The boutique will offer fresh and new luxury options in an area where the population has the disposable income, spending power, and urban mindset to desire such goods on a consistent basis, which will generate enough sales to sustain a profitable business. The business is run by four personal investors, Jacqueline Trunks, Elizabeth Kyi, Andrea Della Mattia, and Leanna Silvestri, each contributing an equal share of $25,000 from their personal savings to the start-up of the business. Each partner has extensive experience in fashion retailing and/or the service industry, and brings their own unique and valuable skills to the operation of the business. The complementary skillsets of our team will make the business a success. The funds we are requesting would allow us to open our business and fulfill our goal of inspiring confidence in Canadas luxury brand market. The extra $10,000 would go toward preopening costs not covered by our personal investments, including inventory, buying trips, and promotions. Based on sales projections, this loan would be reimbursed in full within three years. Our business plan is attached, in which you will find all the information you need regarding the business. If you have any questions or need any information, please contact Elizabeth Kyi at (416) 555 8968. Thank you for your consideration, Elizabeth Kyi

BUSINESS DESCRIPTION

Lusso is a small boutique-style fashion retailer located at the corner of Bay and Bloor in Yorkville, Torontos leading luxury retail destination. The boutique offers a wide selection of shoes, handbags, jewelry, and accessories by leading high-end designers and brands for Torontos modern woman. Lusso customers enjoy unparalleled service levels, creating an environment where the women of Toronto can come to shop for the most up-to-date trends in luxury product in a comfortable setting. Our customer is a strong and confident woman between the ages of 25 and 40 who may live, work, or shop in the Yorkville area. She is hard working, passionate, and social, and she craves exclusivity in her shopping experiences. Lussos edgy, urban aesthetic appeals to this fashionforward customers desire to stand out. The boutique not only offers quality product, but also provides excellent in-store service, personal styling appointments, and on-demand vintage procurement. The store allows customers to feel at home in a comfortable shopping atmosphere decorated with leather furniture, plenty of seating, and complimentary coffee. We will set ourselves apart from the competition by offering product customers cant find elsewhere in the Canadian market and providing an exceptional total shopping experience. Our relationships with our customers will not end when they make a purchase. We wish to develop a strong a loyal customer base that returns to Lusso because they know they will receive superior service and the most current luxury fashions. The business will be run by four partners, Andrea Della Mattia, Leanna Silvestri, Jacqueline Trunks, and Elizabeth Kyi, all of whom share a passion for high fashion and collectively possess the business savvy and expertise to successfully build a fashion brand. Together, the vision and creative eye of Andrea, the marketing and sales expertise of Leanna, the buying and planning skills of Jacqueline, and the sales strategies and analysis provided by Elizabeth will drive productivity and maximize profit. Our businesss mission is to inspire confidence in Canadas luxury brand market by combining cutting-edge, luxe brands with personalized styling services in order to provide a unique fashion experience. We intend to accomplish this by bringing high fashion to Canada and gathering Torontos fashion-forward elite together to create an entirely new type of shopping experience based on a mutual love of luxury fashion.

PRODUCT AND SERVICE

Business Description
Lussos business will have two components: selling footwear, handbags, jewelry and accessories and providing styling services to clients. Lusso will offer exceptional customer service and a pleasing atmosphere to complement our luxurious and exclusive selection.

Store Merchandise
Lusso is a luxury womens footwear and accessories retailer offering a selection of womens accessory product categories including: Womens designer shoes Womens luxury handbags Womens jewelry Womens accessories The aesthetic is urban, edgy, and luxe. The product assortment incorporates colours and silhouettes that convey a modern, trend-savvy persona in the wearer, while maintaining a look that resists fad culture and stands the test of time. In selecting merchandise for Lusso, we aim to offer clients a trendy aesthetic with craftsmanship that is superior to most other fashion forward retailers in the current Canadian market. In addition, sales associates at Lusso will also serve as stylists for our clients and work to source outside, coveted items.

In-House Stylist
Yorkville is one of Torontos top neighbourhoods for luxury shopping, yet the area does not provide much in the way of styling services. Our sales associates/stylists will work with customers both in and outside the store and provide them with assistance in choosing shoes, handbags, and accessories, as well as source new and vintage items from around the world. Instore styling will be of no charge for our current customers and clients and will add to our stores niche. For an additional fee, we will extend this service to assisting the client within their home and provide additional consultations based on the clients existing wardrobe. This service will be beneficial to Lusso, as it will increase customer retention and sales, as our stylists will facilitate purchases made within the store.

Customer Service
Compared to the large format shops and department stores in Yorkville, Lussos smaller boutique format will allow for exceptional customer service. Customers will be offered sparkling water, coffee and tea, and sparkling wine upon entering the store. A comfortable seating area will provide a place to sit and try on shoes, as well as look through high-end fashion magazines and brand lookbooks. A sales associate/stylist will individually work with the customer to find appropriate footwear and/or accessories based on the customers needs and desires and will source items as necessary. Shoes will be offered in a variety of Italian, US, and French sizes, ranging from approximately a size 5 up to a size 10. Lusso will carry three of each size for every shoe to ensure exclusivity, while guaranteeing that customers find what they are after. Following every purchase, the customer will receive a thank-you email to let them know that their business is appreciated and in order to gain feedback about their purchase. This will build customer loyalty and create a personal relationship between customers and our sales associates/stylists.

Lusso will accept Visa, MasterCard, American Express, Interact, and cash. Credit and debit cards will be processed through First Data, a credit card processing company. Visa and MasterCard charge 0.05 percent of each transaction and American Express charges 0.15 percent of each transaction.

Atmosphere
Lussos atmosphere will incorporate atmospherics and will create the ultimate shopping experience. Cool and trendy music will be played quietly in the background in order to create a positive and upbeat atmosphere. Light and fresh citrusy scents will infiltrate the store and will work to increase purchasing behaviour. Lussos visual merchandising, dcor, and layout will create a high-end, luxurious, and exclusive atmosphere that will entice customers. A comfortable seating area consisting of an oversized sofa and chairs done in luxurious fabrics and plush rugs will satisfy the customers sense of touch.

Store Niche
Lusso aims to fill an existing gap in the Canadian footwear and accessories market by offering product rarely found in other luxury retailers. Currently, Davids and Specchio dominate the luxury footwear market in Toronto. However, these retailers neglect the more fashion-forward and trend-savvy luxury shopper. Lusso will maintain a similar price point while introducing a product selection to the Canadian market that is edgier and more urban than Davids or Specchio. We will also offer an extensive selection of luxury handbags, accessories, sunglasses, and jewelry, which will give us a competitive advantage over the competition. Although Holt Renfrew, as a department store, offers these product categories as well, Lusso will carry a selection of brands that are not carried at Holts, appealing to the fashion community specifically and elevating our sense of exclusivity. In further contrast to Holt Renfrews business model, the boutique setting of Lusso will offer a higher degree of customer service and emphasize lasting client relations by offering personal styling and concierge services that other luxury brand retailers dont currently have. Because Lusso offers a selection of vintage merchandise, part of our services will involve sourcing and obtaining specific vintage items customers are looking for. It will also involve ordering product based on individual customer wants and needs.

Trend Research
As Lusso is a cutting-edge, fashion-forward footwear and accessories boutique it is especially important to keep up-to-date on current fashion trends. Trend research will be a constant process, occurring daily by browsing through popular and up-and-coming fashion blogs and websites, such as style.com, whowhatwear.com, The Sartorialist, and Face Hunter. Subscriptions to trade journals, such as Womens Wear Daily and Style Sight, will ensure that Lusso is showing forecasted trends. Close observation of Torontos street style scene will ensure that new and edgy brands and trends are being followed. Twice a year, two owners will attend market weeks in New York City. This will serve as a research trip by observing fashion trends and how they are worn in fashion capitals and, as well as a networking trip by allowing vendor relationships to be strengthened. Trends that are deemed appropriate and relevant for the Lusso customer will be communicated through visual merchandising and styling advice.

LOCATION

Description of Location
Lusso occupies a desirable commercial retail space in the heart of Yorkville, a central and frequently visited shopping destination for luxury customers. Our location in the heart of Yorkvilles shopping district places us in a prime location to draw in foot traffic from our target market.

Benefits and Strengths


We chose our location based on key benefits offered by the area that will contribute to the success of the business. Most importantly, the area is a shopping destination for many; 31% of people coming to Yorkville from other areas come with the intention of shopping which means many potential customers passing or entering the store will already be in the mindset to spend money and may be seeking specific items. Furthermore, locating our store in Yorkville places us in close proximity to our competition, which will draw in the foot traffic of our desired customer. We will be situated near stores such as Holt Renfrew, Davids Footwear, and Specchio Shoes, which will give us a high degree of visibility and exposure to our target market. The most visited shopping destination in Yorkville is The Bay (Environic, 2005), located at the intersection of Bloor and Yonge. Lusso, located just one major city block west of The Bay, will draw in foot traffic from shoppers visiting the Bay. Yorkville is also the workplace of many people within our target market. The intersection of Bloor and Bay is within close proximity to many businesses employing a population consisting of 59.6% white-collar positions with incomes averaging $190,000 per year (Environic, 2005). This data is significant because it means that the people walking past our store daily will be in our target income bracket. It also creates the potential of lunch-break shoppers. By placing Lusso in this location, we not only attract those coming to Yorkville as a shopping destination, but we also attract those who live and work in the area, breeding the potential for loyal and repeat customers. The location of Lusso will also hold great appeal for our customers. The store will be located within close proximity to all the areas our target market either lives, works, plays, or a combination of the three. Thus, there is a high degree of convenience for the customer and as a result, a great deal of visibility and foot traffic for our store, creating mutual benefit for both retailer and consumer. Our placement near our competition also acts as added benefit to the consumer in that it creates a seamless and convenient shopping experience. In order to ensure we are competitive, our store will carry brands that are heavily sought out by consumers but are not carried at competing stores. Lusso will also offer the added benefit of one-on-one personal shopping, concierge services, and client services.

Challenges and Weaknesses


As with any location, there will be drawbacks to being located in Yorkville that our business prepares to overcome. The first being lower traffic levels associated with inclement weather. Since our store location is not within an indoor shopping centre, ease and enjoyability of the shopping experience is largely dependent on weather. During inclement weather conditions, we may find lower traffic levels. Luckily, our store happens to have an alternate entrance accessible to an indoor concourse, making us accessible to commuters during winter months and unpleasant weather conditions, which will hopefully help to improve our business during these times. Furthermore, we intend to optimize our sales in agreeable weather by increasing floor coverage and adjusting daily sales plans according to weather conditions, aiming for higher numbers during pleasant weather to make up for any losses incurred due to inclement weather.

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Another challenge associated with Yorkville is a saturated luxury market. In order to ensure we stand our amongst all the other luxury stores in the area, our store has developed a competitive edge to set ourselves apart. Although we will be competing with nearby stores for the same customer dollar, we will have the advantage of offering younger, trendier brands and styles than those typically offered at other shoe stores with a similar average price point. In this way, we can become known for having the product shoppers arent able to find at other high-end shoe boutiques. Further, we will offer the additional service of personal styling and concierge services to all customers in our store, which will encourage customer loyalty and generate positive word of mouth for the business within the Yorkville community. Another drawback of our location are the rental costs in the Yorkville area, which are significantly higher than most other areas in Toronto, raising our annual fixed expenses. However, according to Fortune magazine, Bloor St. is the seventh most expensive shopping street in the world, and retail leases can achieve $1500-$4500 sales per square foot (Lifestyles and Homes). Thus, although the high rental costs in Yorkville increase our operating expenses, we feel that the potential for sales in this area will quickly realize profit despite high rental fees.

Interior Design and Visual Merchandising


The interior design of the store will focus on a neutral colour palette and clean, modern lines. The walls will be painted a light slate grey, and shelving will be transparent glass with invisible brackets. The countertop of the cash/wrap area will be a white and grey marled marble and all fixtures will be in a dark gunmetal shade of silver. Upon entering the store, customers will see a large glass display table showcasing a build up display of various product as well as lookbooks, followed by our cash/wrap area, and then our seating area. The furniture in the seating area will aim to create a comfortable setting so that customers feel welcome and encouraged to take a seat and stay in the store for extended periods of time, interacting with our associates and trying on merchandise. There will be a large cream-coloured leather couch, two matching leather chairs, and a coffee-table, mimicking a typical living room setup near the back of the store. . All along the right hand wall will be the glass shelving units displaying all shoes, handbags, and accessories. Along the left side of the store, there will be three large floor to ceiling mirrors with doors in between them that act as hidden doors to our stock room and office area. The overall aesthetic of the store will convey the same sense of high end luxury and exclusivity represented in our product, while maintaining a comfortable and laid back atmosphere for customers to enjoy.

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MARKETING PLAN

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Target Customer CATEGORIES Geographics VARIABLES


Region City or Census Metropolitan Area Size Density Climate Age Gender Family Size Stage in Family Life Cycle Income Occupation

BREAKDOWN
GTA 250,000-1,000,000+ Urban Any; Cold OR Warm 25-40 Female 1-4 Young single adult Young married, w/ or w/o kids $60,000+ Professional Sales Managerial College or University graduate All ethnic backgrounds Owns or rents home

Demographics

Education Ethnic Background Home Ownership

Lusso aims to target young adult females in Toronto and surrounding areas. The target market ranges from age 25-40, an age sector that comprises nearly 60% of Yorkvilles inhabitants (Environic, 2005). The Lusso customer is a mix of the urban and suburban dweller. She may live and work in the downtown core or may come to shop in Yorkville from her home in wealthier areas such as Oakville Lakeshore, Thornhill, or the Bridlepath. 31% of people travelling to Yorkville from surrounding areas come with the intent of shopping, and 76% of customers make purchases while shopping in Yorkville (Environic, 2005). She occupies a white-collar profession, an occupational category that comprises 59.6% of Yorkvilles working population (Environic, 2005). Yorkvilles habitants earn an average yearly household income of $174,420 (Environic, 2005), ensuring that customers living and working in the area will be able to afford Lussos luxury price point. She likely in the field of business, sales, or managerial in a creative industry such as fashion or marketing, which speaks to this customers edgy and fashion-forward stylistic preferences. The Lusso woman is strong, confident, and passionate. She has a strong sense of self, knows what she wants, and is not swayed by the opinions of others. She is upwardly mobile in her career, and willing to work hard and commit herself to her dreams. Her position is likely in a creative field, which keeps her lifestyle dynamic and places her at high-profile social events frequently. She maintains a high degree of professionalism but thoroughly enjoys social time with her friends and is constantly up to date with the most current happenings in the city. The Lusso woman is highly aware of current fashion trends and always wears the most up-to-date fashions. Aesthetic is important to her and she believes that fashion is an expression of personality. Her look is sophisticated and timeless with an urban flare that conveys her personal

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style. When shopping, she seeks superior craftsmanship, quality materials, and on trend aesthetics. She dislikes fast fashion and is willing to pay a higher than average price point for the perceived value offered by luxury items.

Pricing and Sales Strategies


Brands carried at Lusso are high-end designer labels, known for quality materials and craftsmanship. Brands carried all have a strong brand image and identity, conveying a sense of exclusivity and being on the cutting edge of fashion. The brand assortment will come together to create one cohesive identity for Lusso that appeals to our target market as a whole. Brands carried will include: Shoes: Sophia Webster, Givenchy, Saint Laurent, Charlotte Olympia, Chloe, Valentino, Senso, Kenzo, Alexander Wang Handbags: Givenchy, 3.1 Phillip Lim, Sophie Hulme, Saint Laurent, Comme des Garcons, vintage Chanel, vintage Hermes, Proenza Schouler, Alexander Wang Accessories: Opening Ceremony, Kenzo, Givenchy, Balmain, Prada, Celine, Tom Ford, Chanel, Karen Walker, Thierry Lasry, Illesteva, Oliver Peoples, Eugenia Kim Jewelry: Lanvin, Maison Martin Margiela, Alexander McQueen, Saint Laurent, CC Skye, Pamela Love, Dannijo, Tom Binns

Markup
Our stores markup goal will be approximately 55%. The average price point at Lusso will convey a sense of exclusivity and superior quality. Since all brands carried are already established, all products carried in Lusso have a predetermined retail price point. Price points range from: Shoes: $250-$1500 o Average price point: $875 o Cost: $394 o Gross profit: $481 Handbags: $500-$2500 o Average price point: $1500 o Cost: $675 o Gross profit: $825 Accessories: $50-$1000 o Average price point: $525 o Cost: $236 o Gross profit: $289 Packaging costs will be approximately $2 consisting of logo shopping bags, tissue, and logo stickers.

Markdowns
Our markdowns will begin at 10 percent off and move in increments of 10 percent until the merchandise is 50 percent off, which is our cutoff markdown. Store promotions will feature merchandise that is 10, 15, and 20 percent off given the promotional event. Emphasis will be placed on markdowns ranging from 10-25 percent off, with shoes, handbags, and accessories being marked down an average of 25 percent, which still allows for a profit. Markdowns ranging from 25-50 percent off will be reserved for end-of-season clearance. Remaining items will be sold to a liquidator. Average shoe sale price: $656 14

Average handbag sale price: $1125 Average accessories sale price: $394 It is estimated that only 30 percent of all shoes, 25 percent of all handbags, and 35 percent of all accessories will sold on sale, as we will coordinate our vendor shipments to complement peak selling periods throughout the year. These estimates are based on the fashion life cycle for shoes, handbags, and fashion accessories, as trends for these items do not change as quickly as with clothing items.

Multiple Pricing
Lusso will not offer multiple pricing.

Competitions Pricing
Our direct competitors, Holt Renfrew, Davids, and Specchio, have similar pricing schedules as Lusso. The success of these businesses highlights the fact that the Yorkville shopper is willing to pay more than the average customer, eliminating the need for frequent sales and promotions. Our indirect competitors, SSense, All Saints, and Andrews, vary somewhat from Lusso in pricing. SSense is an online fashion retailer that offers a wider selection of merchandise, but carries similar brands at similar prices. Both All Saints and Andrews have a pricing schedule that is on the low side compared to Lusso. While Andrews carries premium brands, it does not carry the same luxury and exclusive brands as Lusso.

Stylist Service Pricing


Fee schedule for our in-house stylist is as follows: In-store styling: complimentary Procurement services: 10 percent of the cost of the item In-home consultation: $100 for a one-hour consultation, $75 per hour for all subsequent hours

Competition Direct Competitors


Our direct competitors include Holt Renfrew, Davids, and Specchio. All of our competitors are in the Yorkville shopping district, similarly to Lusso. Davids and Specchio are a boutique style layout whereas Holt Renfrew is a high-end department store. Although Davids, Specchio, Holt Renfrew, and Lusso all carry the same brand names, Lusso caters to more of the urban, edgy and fashion-forward customer. These retailers have been included as our direct competitors, as our target customer would typically shop at these stores during the same shopping visit. Holt Renfrew, Davids and Specchio carry similar brands and merchandise, sometimes even overlapping, however Lussos selection appeals more to our urban, edgy consumer. Since this shopping district is known for having high-end boutiques, customers visit this area knowing they can find exactly what they are looking for and are willing to pay a premium price. Holt Renfrew is targeted to the upper middle class customer who is looking for that one stop shop for brand names and designer labels and is willing to pay a premium and luxury price. Although Holt Renfrew is known for their extensive customer service, they do not offer styling or procurement services to their customers. It can be noted that Holt Renfrew stores do not

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have a designated sale section as they have a completely different location to hold their markdown items called HR2. Holt Renfrew has a loyal following and has opened three stores in the GTA Bloor Street, Sherway Gardens, and Yorkdale Shopping Center. Davids caters to the same target market as Holt Renfrew, yet their merchandise assortment extends to only shoes and handbags. Davids is voted one of the top ten shoe stores in the world by the International Trade journal. Although Davids has this title and also a loyal customer following, Davids does not have the same extensive customer service values as Lusso does. Davids has three stores open around the GTA, including Bloor Street, Bayview Village, and Yorkdale Shopping Center. Specchio is our direct competitor that is most like us in the sense that they cater to the more trend savvy customer. Their product assortment is limited to mostly footwear whereas Lusso carries footwear, handbags, accessories, and jewellery. Although Specchio has a loyal customer following and is known for having trendy, up-to-date merchandise, they fail to have any sales or promotions for their loyal customers. Specchio has only one store in the GTA on Bay Street in Yorkville.

Indirect Competitors
Our indirect competitors include SSense (www.ssense.com), All Saints, and Andrews. All Saints and Andrews both occupy brick and mortar locations in key luxury retail markets in the Toronto area. All Saints operates one Canadian location in Yorkdale Shopping centre, and Andrews has two locations in the GTA (Bayview & Avenue). SSense on the other hand is an online retailer based out of the United States. SSense is an online retailer that we believe is an indirect competitor because they carry a wide variety of merchandise and brands that are similar to Lusso at the same general price point. However, they do not have a brick-and-mortar store, giving Lusso the advantage of offering our customers the ability to try on merchandise and see it first-hand before making a purchase. SSense does however have an impressive online presence in the form of social media, Facebook and Twitter, all of which are updated daily. They also provide a monthly newsletter to their email subscribers. All Saints is a UK based retailer who recently made their Canadian debut in Yorkdale Shopping Center. We believe All Saints is an indirect competitor because their aesthetic, target market, and price point are all similar to Lusso. Although these two stores will be competing for the same customer, the merchandise they offer is different. All Saints product assortment focuses on apparel and includes a small selection of private label shoes and jewelry. In contrast, Lussos product focuses on accessories, handbags, and shoes by established designers and brands. Thus although the two retailers are competing for the same consumer dollar, the product focus is different, thus making All Saints and indirect competitor. At Lusso, we can leverage our extensive selection of shoes, handbags, accessories, and jewelry to complement the kind of outfits our customers might purchase at All Saints and similar clothing retailers. Andrews is an indirect competitor because they carry an apparel-focused product assortment, featuring a selection of designer brands similar to Lusso. Andrews offers styling services and great customer service similar to Lusso. However, they remain an indirect competitor because

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their aesthetic is slightly more conservative than Lussos. We will remain competitive by offering a more extensive selection of non-apparel items, and going the extra mile to help source vintage pieces that customer cannot find by themselves. Our indirect competitors have the advantage of being already established and more widely recognized than the Lusso brand. However, they cannot guarantee the superior customer service Lusso has built directly into its brand culture. Our ultimate advantage will stem from the feeling of exclusivity our customers experience from our personalized services and our trendy and urban aesthetic.

Advertising and Promotion Communication to Customers


Lusso is located on the southwest corner of Bay and Bloor, adjacent to the southern edge of the Yorkville district. Lusso offers a merchandise assortment of brand name and designer footwear, handbags, jewelry, and accessories that provides our urban customer with high-quality, fashionforward pieces to complete any look. Our outstanding customer service and personal styling services will elevate our customers shopping experience beyond that of our luxury retail competition and build personal client relationships and a sense of brand loyalty.

Methods
We will use a variety of methods to keep our customers up to date and informed about our business and any in house promotions. To launch the opening of Lusso, we will host a grand opening party at the store, offering attendees complimentary food and beverages. The event will also host a grand opening giveaway of four $250 gift cards. To promote the business following the launch, we will be using size print ads in ELLE magazine during the months of May, July, September, and December totaling a combined cost of $3,000. In our ELLE advertisements, we plan to raise awareness for our brand and draw the attention of our target market. In addition to the ads in ELLE, we will feature print ads in Flare magazine during the months of June, August, November, and February costing $3,000. We intend to use these Flare advertisements to promote upcoming sales and promotions, as well as new product releases. We also plan to send out bi-weekly e-mails to our loyal customers informing them about new merchandise, upcoming sales, and loyalty days. In addition to our launch party, magazine advertisements, and e-mail campaigns, we will also create a promotional Lusso website for our customers and future customers to find out more about the store. Here potential customers can find an overview of our brand, selection of merchandise, location, and contact information. Our pre-opening cost to develop the webpage is $400.00.

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PERSONNEL AND MANAGEMENT


PLAN

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Background
Andrea Della Mattia, Elizabeth Kyi, Jacqueline Trunks, and Leanna Silvestri have a combined love and expertise that will enable them to create, run, and manage a small footwear and accessories boutique in Yorkville, Toronto. All owners have graduated from Humber College with an Advanced Diploma in Fashion Arts. Andrea, Elizabeth, and Leanna have management experience at retailers such as Starbucks, Club Monaco, and Step n Out. Jacqueline has an immense amount of customer service experience in her many years in the hospitality industry. All owners have a background in store operations, hiring and training new employees. In Andreas past employment, she has gained the knowledge and skillset that will enable her to properly visual merchandise, install window presentations, and plan events. In Elizabeths past employment, she has excelled in trend analysis, retail buying, marketing, and wholesale sales. In Jacquelines past employment, she has mastered the use of Microsoft Office, Photoshop, and has vast experience in management, budgeting, and analysis. In Leannas past employment, she has perfected all types of promotion, social media marketing, and customer service. Refer to personal business resumes for more information.

Strengths and Weaknesses


Name Andrea Della Mattia Leanna Silvestri Strengths Visual merchandising Window installations Event planning Visual merchandising Marketing, PR, & social media Customer service Retail buying Trend analysis Vendor relations Retail buying Sales and performance analysis Assortment planning Weaknesses Retail buying Assortment planning Vendor relations Sales analysis Visual merchandising Event planning Visual merchandising Marketing, PR, & social media

Jacqueline Trunks

Elizabeth Kyi

All four partners of Lusso have individual strengths and weaknesses that complement one another. Andrea has much experience in the field of visual merchandising and a strong eye for design and aesthetics; her primary role thus revolves around store experience and design. Leanna is a strong salesperson and manages client relationships to build and maintain customer loyalty. She is also in charge of interacting with the customers outside the store through marketing and social media. Jacqueline has a mind for numbers and an eye for predicting trends; she manages the buying and assortment planning for the store. Elizabeths strengths are practical and logistic and she uses them to analyze sales and productivity in order to forecast future sales plans and provide Jacqueline with data to accurately plan her assortments. In order to leverage the strengths of each partner and optimize productivity, we will use a division of responsibilities (DOR) system, on top of regular floor duties, to hold each manager responsible and accountable for a specific aspect of the business. Our DOR is organized as follows: 19

Partner Andrea Leanna Jacqueline Elizabeth

Responsibilities Visual Merchandising and Store Experience Customer Relations and Marketing Specialist Buying and Assortment Planning Sales Analysis and Forecasting

Compensation
In our first year of operation, we do not expect to take home an owners salary. We have budgeted our personal expenses and finances prior to opening Lusso to ensure we are able to take the financial risk. Our first year sales plan indicates a profit that we plan to reinvest into the company for the following year to improve the business and product selection. Job Title Visual Merchandiser & Store Planner Job Description First year Salary The visual merchandiser & store planners job is to create $000.00* an atmosphere where our customers feel intrigued to enter and look around. Their duties include plan-o-grams of where new merchandise is to be placed, new window displays weekly, present current colour stories, and to also arrange new layouts in-between buying trips. Retail Buyer The buyers responsibilities include in depth trend $000.00* analysis prior to any and all seasonal buying trips, constructing merchandise plans, budgeting based on these merchandise plans, and any midseason buys on popular items. Marketing & The marketing and social media personal is responsible $000.00* P.R for any and all marketing initiatives including social media. Sales The sales associates job is to assist any and all $000.00* Associate customers needs. Stock Room The Stock Room Associates job is to keep the stock room $000.00* Associate clean and uncluttered at all times. All merchandise must be labeled with name and size at all time. They are also responsible for unloading all merchandise after deliveries and stocking as needed. Finance The Finance Administrators duties are to inputting $000.00* Administrator payroll, invoicing, monitor finances, bank statements, manage receivables and payables, and any bookkeeping required. General The general managers duties are to increase all $000.00* Manager managements effectiveness by recruiting, coaching, and counselling all other employees. They must maintain all company values and objectives at all times. *Salary will be $000.00 since we do not plan to go home with a salary the first year of our operation being in business*

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FINANCIAL PLAN

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First-Year Sales Plan


Estimated buying customers served each day Average price of items in store Dollar value of each day's sales Number days open each year Amount of business per year 3 $400 $1,200 356 $427,200

Sales Per Square Foot


Total square footage Selling square footage Amount of business/selling square footage 1242 600 $712.00

Breakeven Analysis
Annual Sales Annual Fixed Costs Gross Profit % Break-even Sales Sales Over Breakeven Profit Dollars $427,200 $101,994 48.70% $209,433.26 $217,766.74 $106,052.40

Justification
We have revised our sales plan and lowered our sales per day, thus lowering our annual sales plan. We have adjusted the number of customers making purchases from four to three, which decreases our sales per day from $1,600 down to $1,200. This decreases our annual sales plan from $569,600 to $427,200 and gives us a more reasonable sales per square foot of $712.00 compared to $949.33. We decided to adjust the sales plan to make our profit margin more reasonable and our sales goals more attainable. Weve developed the figures for our sales plan based on industry standards for the sale of luxury goods using average productivity indicator metrics for luxury retailers. The annual sales plan for Lusso was determined primarily by two key indicators: conversation rates and sales per square foot. Conversion refers to the number of people making purchases divided by the number of people entering the store. A typical conversion rate in a luxury bricks and mortar retailer can range from 30% - 60% (Chevalier, 2012). We have decided to aim for the lower end of the spectrum, with a conversion rate of 30% because our store is located in a busy area populated by tourists, shoppers and business people alike. A 30% conversation rate accounts for patrons who enter the store to merely check out the new store and may not necessarily have had the intention of

22

purchasing a luxury good. Thus, our sales plan accounts for an average of 3 purchases per day with average daily foot traffic of 10 people. A target sales per square foot measure of $700 was also used to determine our sales plan. Although the industry standard for sales per square foot is $125 - $250 (Regni, 2009), we strayed from this figure to accurately depict the selling potential of our particular business. Typically, sales per square foot depends largely on the environment, brand standing, and type of merchandise (Chevalier, 2012). Fortune Magazine states that in 2008, stores on Bloor St in Yorkville were achieving sales per square foot of $1500 - $4500 (Lifestyles and Homes). We have aimed lower than this in the development of Lusso to account for the fact that the aforementioned numbers are based on already established brands and that business may be slower in our first year. In terms of brand standing, Lusso will be carrying brands that have a well developed and highly esteemed brand image and reputation in the fashion community, justifying higher price points. And finally, we feel that a higher than average sales per square foot is likely due to the fact that the merchandise carried is footwear, handbags, accessories, and jewellery which takes up less space than apparel and can be merchandised effectively with little selling space.

Monthly Sales Plan


Month April May June July August September October November December January February March TOTAL % Of Total Year Sales 7.0% 8.3% 9.0% 8.0% 9.0% 8.3% 8.3% 9.5% 11.0% 6.3% 7.0% 8.3% 100.0% Sales Plan $29,904.00 $35,457.60 $38,448.00 $34,176.00 $38,448.00 $35,457.60 $35,457.60 $40,584.00 $46,992.00 Justification 16% below average due to store opening. Average month. 8% above average due to warm weather. 4% below average due to vacation season. 8% above average due to warm weather and shopping for fall season. Average month. Average month. 14% above average due to start of holiday shopping season. 33% above average; busiest shopping month of the year due to holidays.

$26,913.60 24% below average due to weather and after-Christmas slump. $29,904.00 16% below average; slight increase from January due to Valentine's day, but bad weather is still an issue. $35,457.60 $427,200.00 Average month.

23

Fixed Expenses Annual


Cost Category Staffing Payroll Taxes Rent Utilities Maintenance and Repairs Security Telephone/Fax Internet POS System Maintenance/Software Updates Insurance Supplies and Postage Marketing/Advertising Travel and Entertainment Accounting/Bookkeeping Banking Services Miscellaneous TOTAL Annual Expenses $0.00 $0.00 $52,052.22 $6,835.20 $1,708.80 $1,281.60 $2,563.20 $640.80 $1,312.40 $2,563.20 $2,990.40 $17,088.00 $6,408.00 $569.60 $2,990.40 $2,990.40 $101,994.22 % Of Sales Plan 0.00% 0.00% 12.18% 1.60% 0.40% 0.30% 0.60% 0.15% 0.31% 0.60% 0.70% 4.00% 1.50% 0.13% 0.70% 0.70% 23.88%

Monthly
Cost Category Staffing Payroll Taxes Rent Utilities Maintenance and Repairs Security Telephone/Fax Internet POS System Maintenance/Software Updates Insurance Supplies and Postage Marketing/Advertising Travel and Entertainment Accounting/Bookkeeping Banking Services Miscellaneous TOTAL Monthly Expenses $0.00 $0.00 $4,337.69 $569.60 $142.40 $106.80 $213.60 $53.40 $109.37 $213.60 $249.20 $1,424.00 $534.00 $47.47 $249.20 $249.20 $8,499.52 % Of Sales Plan 0.00% 0.00% 1.02% 1.60% 0.40% 0.30% 0.60% 0.15% 0.03% 0.60% 0.70% 4.00% 1.50% 0.01% 0.70% 0.70% 12.30%

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Capital Spending Plan


Expense Items Rent/security deposit Electric Gas and water Security/Internet Telephone/fax Insurance deposit Supplies/postage Advertising/marketing Travel Legal advice Accounting/bookkeeping Inventory TOTAL Capital Items POS system Telephone/fax Renovations Fixtures/furniture Store sign TOTAL Budgeted Dollars $13,050.00 $700.00 $300.00 $150.00 $100.00 $500.00 $500.00 $1,750.00 $2,500.00 $1,000.00 $300.00 $63,000.00 $83,850.00 Budgeted Dollars $4,000.00 $500.00 $4,000.00 $13,000.00 $1,500.00 $23,000.00

Justification Expense Items


Rent/security deposit: Our lease stipulates two months rent as a security deposit. In addition, we must pay the first months rent in advance, before we open. Electric, gas, and water: Utility expenses include the cost of installation, safety check, and the first months usage bill while we are setting up the store and preparing for opening. Also includes a deposit on one months usage for each utility. Security/Internet: This expense includes installation and set up fees for our loss prevention system, as well as our Internet. Telephone/fax: The installation of two telephone lines, one for the office and one for the floor, and a fax line will cost $100. Capital Item: Two cordless phones and a fax/printer/scanner combination will cost $500. Insurance deposit: In our Profit and Loss statement we indicated that we would purchase liability insurance from Desjardins Insurance. They require a down payment of $500. Supplies/postage: The budget for supplies and postage includes all office and cleaning supplies to prepare for store opening and initial operations. Advertising/marketing: This expense includes website launch, creation of press kit, grand opening invitations, event, and giveaway.

25

Travel: Two partners will need to make a buying and market research trip prior to opening to New York City for market week. Legal advice and accounting: Legal expenses for counsel on our lease agreement and partnership agreement. Accounting expenses cover the purchase of QuickBooks Canada Small Business. Inventory: This includes the cost of preopening inventory assuming that our stock will turnover 3.5 times in our first year of business.

Capital Items
POS systems: This capital item includes the purchase of two Apple iPads, which will be used to process transactions through the use of a POS application. This cost will also include debit/credit card terminals used to process payments, as well as hardware, cash drawer, scanners and equipment, and inventory system. Renovations: This cost includes the building of in store displays and risers, shelving units in the stockroom, installation of cash wrap, grid walls and other fixtures, and painting (includes the cost of paint and labour). Store sign: Cost of making and installing the storefront sign.

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Profit and Loss Statement


Month April May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Net Sales 29,904 35,458 38,448 34,176 38,448 35,458 35,458 40,584 46,992 26,914 29,904 Cost of Goods 15,341 18,190 19,724 17,532 19,724 18,190 18,190 20,820 24,107 13,807 15,341 Sold Gross Profit 14,563 17,268 18,724 16,644 18,724 17,268 17,268 19,764 22,885 13,107 14,563 Staffing 0 0 0 0 0 0 0 0 0 0 0 Payroll Taxes 0 0 0 0 0 0 0 0 0 0 0 Rent 4,338 4,338 4,338 4,338 4,338 4,338 4,338 4,338 4,338 4,338 4,338 Utilities (Electric, 527 527 600 600 600 527 527 600 600 600 600 Heating, and Water) Maintenance 142 142 142 142 142 142 142 142 142 142 142 Telephone/Fax 214 214 214 214 214 214 214 214 214 214 214 Security 107 107 107 107 107 107 107 107 107 107 107 Internet and POS 163 163 163 163 163 163 163 163 163 163 163 System Maintenance Insurance 214 214 214 214 214 214 214 214 214 214 214 Supplies and 249 249 249 249 249 249 249 249 249 249 249 Postage Marketing 1,750 1,261 1,261 1,261 1,750 1,261 1,261 1,750 1,750 1,261 1,261 Travel and 141 141 141 141 2,500 141 141 141 141 141 2,500 Entertainment Accounting 285 0 0 0 0 0 0 0 0 0 0 Banking Services 249 249 249 249 249 249 249 249 249 249 249 Miscellaneous 249 249 249 249 249 249 249 249 249 249 249 Total Expenses 8,627 7,853 7,926 7,926 10,774 7,853 7,853 8,415 8,415 7,926 10,285 Net Profit/Loss 5,936 9,415 10,798 8,717 7,950 9,415 9,415 11,349 14,470 5,181 4,278 Total March 35,458 427,200 18,190 219,154 17,268 208,046 0 0 0 0 4,338 52,052 527 6,835 % 100% 51.3% 48.7% 0% 0% 12.2% 1.6%

142 214 107 163

1,709 2,563 1,282 1,953

0.4% 0.6% 0.3% 0.5%

214 249 1,261 141

2,563 2,990 17,088 6,410

0.6% 0.7% 4.0% 1.5% 0.1% 0.7% 0.7% 23.9% 25%

285 570 249 2,990 249 2,990 8,138 101,995 9,130 106,051

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Justification
Staffing and Payroll Taxes: In our first year of business we will not hire any outside employees, as all four owners will act as sales associates, stylists, and managers. Therefore, staffing costs are zero. This will also result in no payroll tax expenses. By having the owners run the store, we are controlling our staffing and associated expenses. Rent: 1242 square feet X $41.91 per square foot. Utilities: Natural gas supplied by Enbridge; gas usage goes up in winter months resulting in a higher utility bill for the months of November to February. Water is supplied through the City of Toronto and remains constant throughout the year. Toronto Hydro supplies electricity at a standard rate and is higher for the months of June to August due to air conditioning and therefore increases the utility bill. Closely monitoring usage and keeping it to a minimum will control utilities costs. Maintenance: The lease is a gross lease meaning that the lessee is not responsible for any maintenance issues associated with the property itself. However, an amount will be saved each month and placed in a business savings account for emergency maintenance and repair issues associated with store fixture or computer systems. Telephone/Fax: Through Bell; quote for business rate monthly service and unlimited long distance. Higher costs associated with out-of-town vendors and necessary long-distance calls. Security: Through ADT; monthly fee covers cost for initial alarm system installation, alarm maintenance, and 24-hour alarm coverage. Internet and POS System Maintenance: Internet through Bell packaged with telephone services to control costs. First Data POS program; system maintenance will cover the cost of having a service person visit the store and service consultation over the phone when system issues arise. Insurance: Through Desjardins insurance; liability insurance. Supplies and Postage: Includes stationary, stamps, printer ink and other office supplies, light bulbs, cleaning supplies, toilet paper, and any other day-to-day necessities. Will be purchased in bulk to control costs. Marketing: Expenditures will be highest during the months of April, when the store is first opening, November, when the holiday shopping season begins and Black Friday sales occur, and December, which is the peak month for holiday shopping. The business will rely on word-ofmouth marketing and buzz created by location. Travel and Entertainment: Buying trips to New York City will occur during the months of February and August when market weeks are held for Fall/Winter and Spring/Summer respectively. Only one owner will attend each buying trip, which will minimize travel expenses. A monthly expenditure for entertainment will cover the cost of taking vendors out for lunches and dinners to facilitate relationship building. Accounting: Bookkeeping to be done by owners using QuickBooks Canada Small Business; this cost is divided between the months of April, when the store opens and the program will be purchase, and March, right before tax season when an updated version will be purchased. Avoiding the use of professional accountants will reduce costs. Banking Services: Through Scotiabank, which is located near the business. Monthly fee covers the cost of the business account including costs for cashiers cheques, money orders, and credit card processing charges. Miscellaneous: Extra money for unforeseen costs.

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Cash Flow Forecast Plan


Preopening Cash Loan Line of credit Gross sales Total Cash Itemized Expenses Staffing Payroll taxes Rent Utilities Maintenance Sec/Internet Phone/fax Banking POS system Insurance Supp/post Marketing Travel Acct/bkp Misc Inventory Legal Renovations Fixt/furniture Store sign $0 $0 $13,050 $1,000 $0 $150 $100 $0 $4,000 $500 $500 $1,750 $2,500 $300 $0 $63,000 $1,000 $4,000 $13,000 $1,500 $4,338 $527 $142 $160 $214 $249 $109 $214 $249 $1,750 $141 $285 $249 $13,000 $4,338 $527 $142 $160 $214 $249 $109 $214 $249 $1,261 $141 $0 $249 $4,338 $600 $142 $160 $214 $249 $109 $214 $249 $1,261 $141 $0 $249 $4,338 $600 $142 $160 $214 $249 $109 $214 $249 $1,261 $141 $0 $249 $4,338 $600 $142 $160 $214 $249 $109 $214 $249 $1,750 $2,500 $0 $249 $4,338 $527 $142 $160 $214 $249 $109 $214 $249 $1,261 $141 $0 $249 $4,338 $527 $142 $160 $214 $249 $109 $214 $249 $1,261 $141 $0 $249 $4,338 $600 $142 $160 $214 $249 $109 $214 $249 $1,750 $141 $0 $249 $21,000 $4,338 $600 $142 $160 $214 $249 $109 $214 $249 $1,750 $141 $0 $249 $23,000 $4,338 $600 $142 $160 $214 $249 $109 $214 $249 $1,261 $141 $0 $249 $11,000 $4,338 $600 $142 $160 $214 $249 $109 $214 $249 $1,261 $2,500 $0 $249 $13,000 $4,338 $527 $142 $160 $214 $249 $109 $214 $249 $1,261 $141 $285 $249 $19,000 $52,056 $6,835 $1,704 $1,922 $2,568 $2,988 $1,312 $2,568 $2,988 $17,088 $6,410 $570 $2,988 $214,000 $100,000 $10,000 $30,000 $110,000 $29,904 $33,554 $35,458 $38,448 $47,326 $58,862 $34,176 $38,448 $35,458 $35,458 $65,054 $78,517 $83,142 $91,688 $40,584 $105,360 $46,992 $122,878 $26,914 $118,319 $29,904 $129,238 $35,458 $141,352 $427,200 $1,075,289 April $3,650 May June July August Sept Oct Nov $64,776 Dec $75,886 Jan $91,405 Feb $99,334 March $105,894 Total

$11,868 $20,414

$30,878 $40,069 $47,684 $56,230

$19,000 $20,000

$17,000 $20,000 $19,000 $19,000

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Loan repay LOC repay Total Expenses Owner's draw Total Cash Payments EOM cash

$0 $0 $106,350 $0 $0 $3,650

$58

$58

$58

$58

$58

$58

$58

$58

$58

$58

$58

$58

$700

$21,686 $0 $21,686 $11,868

$26,912 $27,985 $0 $0

$24,985 $30,833 $26,912 $26,912 $0 $0 $0 $0

$29,474 $0 $29,474 $75,886

$31,474 $0 $31,474 $91,405

$18,985 $0 $18,985 $99,334

$23,344 $0 $23,344 $105,894

$27,197 $0 $27,197 $114,155

$316,697 $0

$26,912 $27,985 $20,414 $30,878

$24,985 $30,833 $26,912 $26,912 $40,069 $47,684 $56,230 $64,776

Justification
Personal: Each partner will invest $25,000 into the business to demonstrate to lending institutions and other investors that we are committed to the success of the business. By investing equal amounts each partner will equally share in profits and risks and will have equal say in business decisions. Lending Institution Credit Union and/or Large Bank: Such as Meridian Credit Union or Scotiabank, as both these lending institutions have received high ratings from small businesses.

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Pro Forma Income Statement April 1 2015 to March 31, 2016


Gross Sales Cost of Good Sold Beginning Inventory + Purchases - Ending Inventory Gross Profit Operating Expenses Payroll Payroll Taxes Rent Utilities (fuel, electricity, water) Maintenance and Repairs Security/Internet Telephone and Fax Interest on Loan Point of Sale System Maintenance/Updates Insurance Postage and Supplies Marketing and Advertising Travel and Entertainment Accounting and Bookkeeping Banking Services Depreciation and Amortization Miscellaneous Total Operating Profit $427,200.00 $63,000.00 $209,000.00 $52,846.00 $208,046.00 $0.00 $0.00 $52,056.00 $6,835.00 $1,704.00 $1,922.00 $2,568.00 $1,050.00 $1,312.00 $2,568.00 $2,988.00 $17,088.00 $6,410.00 $570.00 $2,988.00 $4,520.00 $2,988.00 $107,567.00 $100,479.00

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Pro Forma Balance Sheet April 1, 2015


Current Assets Cash Inventory Prepaid Rent-Security Deposit Prepaid Utilities (Electricity, Heat, Water) Prepaid Insurance Deposit Prepaid Marketing Expenses Prepaid Travel Expenses Security/Internet Prepaid Accounting and Legal Services Postage and Supplies Total Other Assets Point of Sale System Telephone and Fax Equipment Leasehold Improvements Renovations Furniture and Fixtures Store Sign Total Total Assets $4,000.00 $100.00 $4,000.00 $13,000.00 $1,500.00 $22,600.00 $110,000.00 Total Liabilities and Owner Equity Current Ratio Net Working Capital Debt to Worth Ratio 106.72 $86,581.00 0.10 $110,000.00 Owners Equity Owners Investment Retained Earnings Plus: Net Income (Profit) Less: Owners Draw Total $100,000.00 $0 $0 $0 $100,000.00 $3,650.00 $63,000.00 $13,050.00 $1,000.00 $500.00 $1,750.00 $2,500.00 $150.00 $1,300.00 $500.00 $87,400.00 Long Term Liabilities Long Term Debt Total $9,181.00 $10,000.00 Current Liabilities Current Portion of Long Term Debt Line of Credit Total $819.00 $0 $819.00

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PRODUCT AND SERVICES FORMS

33

Core Vendors
DESIGNER Shoes Alexander Wang Charlotte Olympia Chloe ADDRESS 103 Grand Street New York, New York 22 E 65th Street New York, New York 54 Rue du Faubourg SaintHonore Paris, France 3 Avenue George V Paris, France 50-62 Rue de Rennes Paris, France 7 Av. George V Paris, France 20 Hutchinson Street Surry Hills, Australia 38 King Street London, England 20 Via Montenapoleone Milan, Italy 115 Mercer Street New York, New York 103 Grand Street New York, New York 54 Rue du Faubourg Saint-Honore Paris, France 3 Avenue George V Paris, France 495 Broadway 8th Floor New York, New York 7 Av. George V Paris, France 153 Farringdon Road London, England 9 W 57th Street New York, New York 24 Rue du Faubourg SaintHonore Paris, France 13 Rue du Mail CONTACT NUMBER T: 212 977 9683 T: 212 744 1842 T: 01 44 94 33 33 F: 01 47 42 60 50 T: 33 1 44 31 50 00 F: 33 1 47 21 44 96 T: 01 45 44 27 88 T: 330 156 626 572 F: 330 156 626 341 T: 61 2 9356 3339 T: 440 2077291257 T: 3 902 885 2246 PRICE POINT $500-$800 $500-$1500 $600-$1000

Givenchy Kenzo Saint Laurent Senso Sophia Webster Valentino Handbags 3.1 Phillip Lim Alexander Wang Comme des Garcons Givenchy Proenza Schouler Saint Laurent Sophie Hulme Vintage Chanel Vintage Hermes

$700-$1500 $300-$800 $800-$1500 $200-$450 $500-$1000 $700-$1500

T: 212 334 1160 T: 212 977 9683 T: 3 315 330 2727 F: 3 315 330 2728 T: 33 1 44 31 50 00 F: 33 1 47 21 44 96 T: 212 343 1360 F: 212 343 0216 T: 330 156 626 572 F: 330 156 626 341 T: 440 2077137991 T: 212 674 9181 T: 33 014 017 4920

$500-$1000 $600-$1000 $200-$400

$1500-$3000 $600-$3000 $1000-$3500 $500-$1000 Will Vary Will Vary

Accessories Balmain

T: 33 014 996 2070

$400-$900

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Celine Chanel Eugenia Kim Givenchy Illesteva Karen Walker Kenzo Oliver Peoples Opening Ceremony Prada Thierry Lasry Tom Ford Jewellery Alexander McQueen CC Skye

Paris, France 24 Rue Francois 1ER Paris, France 9 W 57th Street New York, New York 152 5th Avenue Brooklyn, New York 3 Avenue George V Paris, France 368 Broadway #315 New York, New York 6694 Welesley Street Auckland, NZ, USA 50-62 Rue de Rennes Paris, France 8570 Sunset Blvd West Hollywood, California USA 35 Howard Street New York, New York 28 Via Antonio Fogazzaro Milan, Italy 48 Ave JB Clement France 845 Madison Avenue New York, New York 8379 Melrose Ave Los Angeles, California USA 22809 Pacific Coast Highway Malibu, California N/A New York, New York 15 Rue du Faubourg SaintHonore Paris, France 163 Rue Saint Maur Paris, France 143 W 28th Street New York, New York 7 Av. George V Paris, France 41 Perry Street New York, New York

F:33 014 996 2072 T: 3 314 070 0703 F: 3 314 070 0580 T: 212 674 9181 T: 718 783 2826 T: 33 1 44 31 50 00 F: 33 1 47 21 44 96 T: 212 577 6040 T: 6 409 361 0780 T: 01 45 44 27 88 T: 310 734 5000 T: 212 219 2688 T: 390 255 0281 F: 39 025 502 8859 T: 3 314 825 3630 T: 212 359 0300 F: 212 359 0301 T: 323 782 4983 T: 310 456 1582

$800-$2500 $400-$2000 $150-$500 $400-$1000 $200-$400 $200-$400 $200-$400 $300-600 $200-500 $300-$800 $400-$600 $400-$800

$300-$2000 $50-250

Dannijo Lanvin

T: 646 755 8909 T: 612 048 629

$250-1000 $1500-$5000

Maison Martin Margiela Pamela Love Saint Laurent Tom Binns

T: 33 014 453 6320 T: N/A T: 330 156 626 572 F: 330 156 626 341 T: 917 475 1412

$300-$1500 $100-$800 $300-$1500 $150-$2500

35

LOCATION FORMS AND FLOOR


PLAN

36

Store Location Fact List


Cross streets Dimensions of entire space: Total square footage Dimensions of separate spaces: Square footage of bathrooms, square footage of store rooms Bloor Street and Bay Street; Bloor Street fronts the property 1242 square feet Square footage of non-selling space: 642 Square footage of bathroom: 24 sq. ft. Square footage of storerooms: 500 sq. ft. Square footage of office: 128 sq. ft. Square footage of selling space: 600 sq. ft. Rectangular Street entrance on the front of the store and an entrance at the back to the retail complex on the main floor Street-side and open to retail complex. Monthly rent: $4337.69 Rental/square foot: $41.91 One-year term, gross lease. N/A

Shape of store Location of entrances/exits

Locations of windows Monthly rent, Rental/square foot Terms of lease Common area fees: Maintenance, marketing, etc Security deposit Realtor fees Expenses incurred by leasee: Utilities, etc. Allowable renovations Landlord obligation/commitment for renovations Miscellaneous

Two months rent. Paid by owner of building. Utilities covered by leasee, including hydro, electricity, and gas. Any future interior renovations to be paid for by lease. Minor renovations permitted, but must be approved by landlord. Landlord has agreed to pay for exterior and retail complex upkeep, as well as being responsible for the upkeep of any structural maintenance. N/A

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Floor Plan
Toilet Vanity w/ Sink WINDOW DOOR WINDOW South Entrance - Retail Concourse

Bathroom

Storage Closet

DOOR Filing

DOOR

Mirror

Chair Coffee Table w/ Magazines

Chair

Offic A r ea

Table

Desk

Counter g w/ Eatin A r ea Mini-Fridge Underneath

Chair

DOOR

Chair

Rug Couch Curtains Curtains

DOOR

Shelving Unit

Mirror

Wall Shelving to Display Shoes and Handbags

Cash Area

Stock Shelves

Stock Shelves

Stock Shelves

DOOR

Display Case

Mirror

Rug Display Table w/ Lookbooks

Stock Room

WINDOW

North Entrance - Street DOOR

WINDOW

38

Real Estate Listing

39

Commercial Lease
RETAIL DEED OF LEASE AGREEMENT
THIS DEED OF LEASE AGREEMENT (this Lease), is made as of this

of Month , Year , by and between Landlords name in ALL CAPS (the Landlord), Tenants name in ALL CAPS (the Tenant), and Thalhimer, a Virginia corporation (the Agent). WITNESSETH THAT for and in consideration of the below stated rent and other terms and conditions stipulated in this Lease, Landlord does hereby lease to Tenant, and Tenant does hereby rent from Landlord, the following described property located in the City/County of ____________, State (the Leased Premises) and more particularly described on Exhibit A, attached hereto and by this reference made a part hereof.

TO HAVE AND TO HOLD said Leased Premises and the privileges and appurtenances thereunto belonging unto Tenant, its successors and permitted assigns, for the term hereinafter provided, and upon all of the following terms and conditions, to which Landlord, Tenant and Agent hereby mutually covenant and agree: 1. TERM: The original term of this Lease (the Term) shall be for Number of years - written out ( Number of years - numerical) years and shall commence on the Day of Commencement day of Month of Commencement , Year of Commencement (the Commencement Date) , and shall end on the Day of Expiration day of Month of Expiration , Year of Expiration (the Expiration Date). The twelve-month period following each anniversary of the Commencement Date is referred to herein as a Lease Year. Notwithstanding anything contained herein to the contrary, Landlord and Tenant mutually agree that if the Leased Premises cannot be delivered to Tenant on the Commencement Date for any reason, then the Commencement Date shall be adjusted to the date possession is given to Tenant and the Expiration Date shall be adjusted to reflect the Term of this Lease as contemplated herein. Tenant agrees that it shall not be entitled to any damages, rights or remedies whatsoever which Tenant might otherwise have by reason of possession of the Leased Premises not being given on the originally contemplated Commencement Date; provided, however, that if Landlord is unable to give possession of the Leased Premises to Tenant on the Commencement Date due to work undertaken by Landlord at Tenants request, then the Rent (as hereinafter defined) shall nevertheless commence as scheduled on the Commencement Date without abatement or allowance and the Expiration Date and the term of this Lease shall not be adjusted. In the event Tenant (i) shall fail to take possession and open for business in the Leased Premises fully fixtured, stocked and staffed on the Commencement Date, or (ii) shall vacate, abandon or desert the Leased Premises, or (iii) shall cease operating Tenants business therein, then and in any of such events (hereinafter collectively referred to as Failure to do Business) Landlord shall have the right, at its option (i) to collect not only the Rent, but also Additional Rent (as hereinafter defined) equal to one-half (1/2) of the Rent reserved for the period of Tenants Failure to do Business, computed at a daily ra te for each and every day during such period, and such Additional Rent shall be deemed to be in lieu of any Percentage Rent (as hereinafter defined) that might have been earned by Landlord during such period, or in addition, at Landlords option, (ii) to t reat such Failure to do Business as a default under this Lease. 2. RENT: During the Term of this Lease Tenant covenants to pay a base annual rental to Landlord, without any demand, offset, or reduction whatsoever, the sum of Annual Rental Payment - written out Dollars ($ Annual Rental Payment - numerical ), payable in equal monthly installments in advance on the first day of each month in the amount of Monthly Rental Payment - written out Dollars ($ Monthly Rental Payment numerical ) (together with the Percentage Rent and the Renewal Rent, as hereinafter defined, and all additional charges and rental (hereinafter collectively referred to as Additional Rent), the Rent); provided, however, that Tenant shall pay the first months installment of Rent simultaneously with Tenants execution of this Lease. In addition, if the Term does not commence on the first day of the month, Tenant shall pay, simultaneously with

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Tenants execution of this Lease, Rent for the period from the Commencement Date to the last day of the calendar month in which the Commencement Date occurs equal to one-thirtieth of the Rent due hereunder for each day of such period, together with all other sums due under this Lease for such period. All Rent thereafter shall be payable in advance on the first day of each month. All Rent due Landlord shall be paid when due to Agent at P. O. Box 702, Richmond, Virginia 23218-0702 or to such other place as Landlord may designate in writing to Tenant. A. PERCENTAGE RENT: Tenant agrees to pay Landlord Percentage Rent % - written out percent ( Percentage Rent % numerical %) of Tenants Gross Sales (as hereinafter defined) in excess of $ Gross Sales Amount per annum numerical per annum during each Lease Year of the Term and any Renewal Lease Terms of this Lease (the Percentage Rent). For an y Lease Year longer or shorter than twelve full months, the Percentage Rent shall be proportionately adjusted. The Percentage Rent shall be determined and payable annually on or before the fifteenth (15th) day following the close of each Lease Year. On or before the twentieth (20th) day of each month during the Term of this Lease, commencing with the second full month thereof, Tenant shall deliver to Landlord and Agent a current statement of the Gross Sales made in, upon or from the Leased Premises during the calendar month immediately preceding the current month. In addition to such monthly statement, Tenant shall, on or before the twentieth (20th) day following each anniversary of the Commencement Date deliver to Landlord a certified statement showing the total Gross Sales made in, upon or from the Leased Premises for the preceding Lease Year, and at such time as such certified statement is delivered to Landlord, an adjustment, if necessary, between the Rent then in effect, and any Additional Rent due shall immediately be paid by Tenant. The first such payment shall include any Percentage Rent that may be due for any fraction of a month from the Commencement Date to the first day of the first full calendar month. Tenant further agrees to furnish monthly to Landlord accurate and exact reports of all sales reported to the Commonwealth of Virginia and to permit Landlord, at its expense, at any time and from time to time, to have an audit made of said books, records and accounts. Upon five (5) days prior written notice to Tenant, Landlord shall have the right to cause a complete audit to be made of all business affairs conducted at, upon or from the Leased Premises by Tenant (and all assignees, concessionaires, licensees or subtenants of Tenant, as may be permitted under the terms of this Lease) and of all books and records pertaining thereto, and Tenant will make all such books and records available, or cause the same to be made available, for such examination at the Leased Premises. If the results of such audit shall show that Tenants statement of Gross Sales for any period has been understated by two percent (2%) or more, then Tenant agrees to pay Landlord the cost of such audit and in addition, any deficiency payment required as shown by such audit. A r eport of the findings of Landlords accountant shall be binding and conclusive upon Landlord and Tenant. The furnishing by Tenant of any grossly inaccurate statement shall constitute a default under this Lease. Any information obtained by Landlord as a result of such audit shall be held in strict confidence by Landlord, except in any action or proceeding to recover

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FIRST LEASE ADDENDUM

GUARANTY [IF AN INDIVIDUAL] In consideration of Landlord agreeing to lease to Tenant the Leased Premises, the undersigned, hereby waiving the obligations of the homestead exemption laws as to this Lease, jointly and severally if there be more than one undersigned, guarantee the payment of Rent and the performance of all provisions of this Lease by Tenant, its successors and assigns, and agree that the mere nonpayment of Rent and nonperformance of said provisions by Tenant or its successors and assigns shall create an immediate liability on the part of the undersigned to Landlord and its successors and assigns and to Agent and its successors and assigns. Landlord and Agent need not first exhaust their legal remedies against Tenant or its successors and assigns before proceeding against the undersigned. Neither Landlord nor Agent is required to notify the undersigned of any default of Tenant under the provisions of this Lease. Landlord and Tenant may amend this Lease from time to time and may increase the obligations of Tenant hereunder without releasing guarantor from any liability under this guaranty.

Date: Name: Address:

Social Security Number:

[IF A CORPORATION, LIMITED LIABILITY COMPANY OR PARTNERSHIP] In consideration of Landlord agreeing to lease to Tenant the Leased Premises, the undersigned, hereby waiving the obligations of the homestead exemption laws as to this Lease, jointly and severally if there be more than one undersigned, guarantee the payment of Rent and the performance of all provisions of this Lease by Tenant, its successors and assigns, and agree that the mere nonpayment of Rent and nonperformance of said provisions by Tenant or its successors and assigns shall create an immediate liability on the part of the undersigned to Landlord and its successors and assigns and to Agent and its successors and assigns. Landlord and Agent need not first exhaust their legal remedies against Tenant or its successors and assigns before proceeding against the undersigned. Neither Landlord nor Agent is required to notify the undersigned of any default of Tenant under the provisions of this Lease. Landlord and Tenant may amend this Lease from time to time and may increase the obligations of Tenant hereunder without releasing guarantor from any liability under this guaranty. GUARANTOR: Date: a ,

By: Name: Title: Address: Employer Identification Number:

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Map of Area

Store Set-Up Budget


Renovations/Building Category Build in-store display risers and shelves in stockroom Installation of cash wrap, grid walls, and other fixtures Painting (Including cost of paint, labour, and store cleaning) Total Cost $2000 $1000 $1000 $4000

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Sales Floor
Item or Category Store Sign Tiered Tables Stacking Cube Displays Glass Showcases Full-Length Flat Mirrors Grid walls Panels and Brackets Shelves and Brackets Cash wrap and table behind Coffee Table Couch Chairs Rug Countertop display cases, miscellaneous Total Expenses Ready-Made Fixtures and Equipment (2) Number Needed Cost Each 1 $1500 2 $400 4 $100 1 $1000 3 $500 24 arms and hooks 30 feet 15 1 1 1 2 1 $2.50 $4.00 $3000 $500 $3000 $500 $750 Extended Cost $1500 $800 $400 $1000 $1500 $60 $350 $60 $3000 $500 $3000 $1000 $750 $500 $14420

Office
Item or Category 2-person desk File Cabinets Chairs Bookcase Microwave Mini Refrigerator Coffeepot Fax/Scanner/Printer Computer Total GRAND TOTAL Ready-Made Fixtures and Equipment (2) Number Needed Cost Each 1 $200 1 $125 4 $100 2 $100 1 $100 1 $100 1 $50 1 $300 1 $1500 Extended Cost $200 $125 $400 $200 $100 $100 $50 $300 $1500 $2975 $21395

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MARKETING PLAN FORMS

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Monthly Marketing Plan


Months March April May June July August September October November December January February Total: $14865 Amount $2500 $5000 $750 $900 $750 $750 $900 $0 $1250 $750 $0 $1315 Budget: $15338

Marketing Calendar
Promotional Event Creation of Web Site Creation of Social Media Accounts Press Kit 1,250 Grand Opening Invitations Grand Opening Party (Food & Drinks) Opening Day Reminder (E-mail) Grand Opening Giveaway ($250 Gift Card X 4) Total Opening Costs Press Kits Ad in Elle Canada Ad in Flare Magazine Weekly E-Mail Updates 200 Loyalty Customers Sale Invitations First Year Anniversary Sale E-mail First Year Anniversary Sale Event Food + Drinks Secret Scratch Cards (% Off Next Purchase) - 150 Spring Signage Winter Signage Pre-Opening $400 $0 $150 $450 $4000 $0 $1000 Month(s) Planned March (Pre-Opening) March March March April March April Total Costs $400 $0 $150 $450 $4000 $0 $1000 $6000 $150 $3,000 (750 X 4) $3,000 (750 X 4) $0 $65 $0 $1000 $150 $500 $500

September May, July, September, December, June, August, November, February Every Week February 17 March March June February November

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Brand Foundation Document Mission


To inspire confidence in Canadas luxury brand market by combining cutting-edge, luxe brands with personalized styling services in order to provide a unique fashion experience.

Vision
Our success will rely on our ability to identify and choose fashionable high-end new and vintage accessories from all corners of the world while maintaining exclusivity and unparalleled customer service to our customers.

Values
We value our ability to locate and purchase a new and vintage product assortment consisting of high-end, luxury brands. We value our customers who are the trendy, edgy, and exclusive shoppers who are willing to pay the premium price for the utmost quality. We value our styling services and the benefit of our customer service experience that is provided to every customer in order to make each visit to our store a memorable one.

Brand Personality
The personality of our brand is urban, edgy, and luxe. Our variety of womens footwear and accessories allows our customers to exude their confidence and be the strong, powerful women that they are

Brand Position
We position ourselves as a high-end womens footwear and accessories boutique, delivering styling services to our clientele and a unique merchandise assortment, coupled with the highest levels of customer service .

Brand Promise
We promise to give our customers the ultimate shopping experience with our exceptional customer service, while maintaining exclusivity and ensuring our customers will find what they are looking for with our procurement services.

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PERSONNEL AND MANAGEMENT


PLAN DOCUMENTS

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Weekly Schedule Sales Floor


Employees Andrea D Leanna S Jacqueline T Elizabeth K. Mon off off 10:00a-3:00p 3:00p-7:00p Tues 10:00a-3:00p 3:00p-7:00p 12:00-4:00p off Wed 3:00p-7:00p 10:00a-3:00p off 12:00p-4:00p Thurs 12:00p-4:00p off 3:00p-7:00p 10:00a-3:00p Fri off 12:00p-4:00p 10:00a-3:00p 3:00p-7:00p Sat 10:00a-3:00p 3:00p-7:00p 12:00p-4:00p off Sun 3:00p-7:00p 10:00a-3:00p off 11:00p-4:00p Total Hours 22 22 22 22

Administrative
Employees Andrea D Leanna S Jacqueline T Elizabeth K. Mon off off 3:00p-8:00p 10:00a-3:00pm Tues 3:00p-7:00p 10:00a-3:00p 4:00-8:00p off Wed 10:00a-3:00p 3:00p-7:00p off 4:00p-8:00p Thurs 4:00p-8:00p off 3:00p-7:00p 10:00a-3:00p Fri off 4:00p-8:00p 3:00p-8:00p 10:00a-2:00p Sat 3:00p-7:00p 10:00a-3:00p 4:00p-8:00p off Sun 10:00a-3:00p 3:00p-7:00p off 4:00p-8:00p Total Hours 22 22 22 22

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Job Posting
416.000.0000 55 Bloor St. West Unit 22 Toronto, ON M6J 3L3 www.lusso.ca

[ls-so]

Procurers of the coveted

SALES ASSOCIATE POSITION Overview

Lusso is located on the southwest corner of Bay and Bloor, adjacent to the southern edge of the Yorkville district. At Lusso, we offer a merchandise assortment of brand name and designer footwear, handbags, jewellery, and accessories that provides our urban customer with highquality, fashion-forward pieces to complete any look. We are looking for an energetic and proactive people person to complete our sales team.
Responsibilities Greet customers and determine their individual shopping wants and needs Recommend and select merchandise based on customer desires Offer superior service levels to ensure every Lusso customer has an exceptional shopping experience Maintain a high level of product knowledge to accurately inform customers of the high quality and value of our product selection Process all point-of-sale transactions including cash or credit payments, exchanges, returns, or store credits Build lasting relationships with loyal customers and keep up with them on a regular basis via email and phone to offer personalized services Schedule and conduct personal styling appointments upon customer request During shifts, assess product performance, note customer feedback, and analyze sales trends and report observations and suggestions to management Use personal discretion to prevent theft and handle security risks Assist in restocking merchandise, arranging visual displays, and maintaining store appearance Requirements 2-3 years of retail sales experience Basic computer skills Ability to stand for up to 5 hours at a time Ability to lift moderately heavy boxes

Please e-mail all resume and cover letter to: jobinfo@lusso.com

Store Hours
Day Monday Tuesday Wednesday Thursday Friday Saturday Sunday Time 10:00am 7:00pm 10:00am 7:00pm 10:00am 7:00pm 10:00am 7:00pm 10:00am 7:00pm 10:00am 7:00pm 12:00pm 6:00pm

We chose to be open and available to customers seven days a week because these hours coordinate with surrounding retailers, which indicates that this time frame encompasses the hours in which the Yorkville customer tends to shop. These hours service both the customer working in the area and shopping on her lunch break, as well as the customer making a special trip to the area with the sole purpose of shopping, which are two primary consumer categories in Yorkville.

Store Policies
We offer customers a full refund on unworn and unused merchandise within 14 days of purchase, with receipt and original tags and packaging. Without receipt, we offer an exchange or store credit for the current selling price of the item. We offer customer holds on merchandise until end of same business day. For damaged merchandise, defects deemed to be a manufacturing error will be fully refunded and damages incurred due to customer use will be assessed on a case-by-case basis. Since we are a shoe and accessories boutique, we do not offer alterations on our merchandise. However, we do offer stretching services for our shoes and provide a contact for leather repair.

Employees and Benefits


We do not plan to immediately hire any outside employees as we are able to handle all business operations between the four business partners. Approaching anticipated busier seasons such as summer and holiday, we will reassess this need and consider introducing a part-time Personal Stylist to our team based on business need and sales performance. This role will be responsible for maintaining client relationships, conducting personal styling appointments, and servicing customers on the sales floor. Any associates hired will be offered full health and dental benefits only once they are taken on as full-time employees. They will receive a base wage of $10.25 plus a 10% commission rate based on their personal sales.

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Business Resumes
416.000.0000 55 Bloor St. West Unit 22 Toronto, ON M6J 3L3 www.lusso.ca

[ls-so]

Procurers of the coveted

Mission Statement: To inspire confidence in Canadas luxury brand market by combining cutting-edge, luxe brands with personalized styling services in order to provide a unique fashion experience.
Located in the heart of Yorkville, at Bay and Bloor, Lusso is a luxury footwear and accessories retailer that specializes in edgy, trendy, and urban designers rarely found in other Canadian retailers. Lusso also offers styling and procurement services for clients by sourcing hard-to-find items around the world, both vintage and new. Lusso sells shoes, handbags, jewellery, and accessories such as sunglasses, belts, leather goods, scarves, and hats. Lusso aims to serve a clientele consisting of females ages 25-40 from Toronto and surrounding areas who already shop in the Yorkville area. Lusso hopes to fill a gap in the luxury brand market by attracting customers that prefer trendy, edgy, and fashion-forward designs. The Lusso customer desires high-end, exclusive brands that showcase her personal taste and unique fashion sensibilities. Lusso will operate its brick and mortar store in Yorkville in downtown Toronto, but will expand its reach nationally and internationally via its e-commerce website. Lusso sells edgy, urban, and fashion-forward luxury brands, many of which are not currently being sold in Canada by other retailers. Lusso also offers styling and procurement services to its clients and specializes in attaining hard-to-find new and vintage items. Being a boutique store, Lusso will set itself apart from other luxury department stores in the area by offering exceptional customer service and relationship selling. Lussos upscale interior creates an enticing and comfortable environment for customers to shop in. Lusso owners and employees all have styling capabilities and have worked in the fashion industry forging relationships with various industry professionals for many years. Lusso will be a partnership between Andrea Della Mattia, Elizabeth Kyi, Leanna Silvestri, and Jacqueline Trunks. Elizabeth and Jacqueline are primarily responsible for the accounting and bookkeeping, as well as operational logistics. Andrea and Leanna are responsible for merchandising and marketing aspects of the business. Combined, these women offer complimentary skillsets that work to form a dynamic and effective team.

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ANDREA DELLA MATTIA


6 Louvre Circle Brampton, ON L6P 1W2 Email: a.dellamattia@hotmail.com Phone: 416.230.9220 LinkedIn: http://www.linkedin.com/in/andreadellamattia Education: Humber College Now Enrolled in full time Fashion Arts Program St. Marguerite DYouville Secondary School Completed In June 2011 Experience: Starbucks Barista Cash Out Customers Prepare Drinks Opening/Closing Duties Rivini Bridal - Intern Model Fittings Steam Dresses Filing Fabric Samples Turtle Jacks Hostess Smart Serve Certified: e130328129612 Educated on Matre D System Seated guests & Update guests on specials Sobeys Cashier July 2009 October 2009 Customer Service November 2009 February 2010 Lotto Returns/Refunds Customer Complaints Break Schedules Cash Office Clerk February 2010 July 2012 Front End Supervisor Balanced cashier tills Balanced Cash Office Brinks Deposits

May 2013 Present

April 2013 May 2013

April 2012 May 2013

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ELIZABETH KYI
12 2520 Bloor Street West Toronto, ON M6S 1R8 Email: elizabethkyi@gmail.com Phone: 416.333.7240 LinkedIn: http://www.linkedin.com/in/elizabethkyi Education: Humber College Expected: Advanced Diploma in Fashion Arts, Honours September 2012 2014

Carleton University September 2010 2014 Expected: Bachelor of Arts with a major in English and a minor in Communications Highlights: In depth understanding of fashion retailing obtained through operational experience in the industry Strong work ethic and effective time management skills demonstrated by my ability to balance academic excellence with full time employment and an unpaid internship Software: Microsoft Office: Word, Excel, PowerPoint & Adobe Creative Suites: InDesign, Photoshop, Illustrator Web: Hootsuite, WordPress, LinkedIn, Twitter, Facebook, Pinterest, Professional Experience: INFUSE Magazine Content Editor December 2013 Present Ensure all written content is free from spelling and grammatical errors, adheres to excellent stylistic standards, and maintains consistency of voice Follow an outlined critical path to produce a quality finished product in an organized and timely fashion Communicate with team of writers to ensure deadlines are met and content quality is up to par Reach out to potential contributors to request their participation in feature articles Club Monaco POS Supervisor October 2012 Present Responsible and accountable for operational accuracy and policy adherence at point of sale Regularly honing problem solving skills by finding solutions to customer issues that uphold company policy while still leaving customers satisfied Exercise time management skills by servicing customers in store, while simultaneously ensuring daily and weekly operational functions are being completed, upholding asset protection standards on the floor, and fulfilling customer product orders and monitoring shipment process Maintain and exceed 75% email capture rate Maintain and exceed SPH of $150/hr. Rent Frock Repeat Social Media Assistant September 2013 February 2014 Worked closely alongside Social Media Coordinator to execute a social media marketing strategy that worked to effectively accomplish set follower and engagement goals Managed a team of interns to ensure content posting consistency and quality Edit all tweets and blog posts for spelling and grammatical errors, stylistic elements, format, and proper SEO

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LEANNA SILVESTRI
31 Milne Court Ancaster, ON L9G 4T3 Phone: 905.520.6478 Education: Humber College 2012 to Present Toronto, Ontario Fashion Arts Program Participated in semester long simulations, developing a department store buying plan and internationally importing denim for a department store. Forecasted fashion trends for one year in advance. Learned features of proper product promotion through various marketing and social media classes. Related Skills and Experience: Interned at Harry Rosen Inc. Head Offices in the Merchandise Control Sector. Was on a fashion show committee for three years and was involved in all areas of putting the show together as well as being a model and entertainer in the shows. Judged a Miss All Canadian Pageant from ages 0-20 years old in the areas of beauty, talent and themed outfit of choice. Backstage crew for the Bishop Tonnos High School fashion show for two years as well as a model and entertainer in each of the shows. Computer skills in Microsoft Word, Excel, and PowerPoint. Email: leanna_silvestri@hotmail.com LinkedIn: http://www.linkedin.com/in/leannasilvestri

Work Experience: Step N Out Dancewear Boutique 2011 to Present Hamilton, Ontario Store Associate/Assistant Manager A small boutique specializing in dancewear offering a wide variety of clothing, shoes, and various accessories for dancing, skating and gymnastics. Provide superior customer service to store clients Responsible for product maintenance and housekeeping Sizing all dancers properly and professionally for requested dance shoe Travel to various Canadian cities for Rhythm Dance Competitions vendor merchandise booth InHayle Dance Studio 2012 to Present Ancaster, Ontario Substitute Dance Instructor A relatively new small dance studio owned by renowned dancer and choreographer Hayley Paone specializing in Contemporary, Lyrical, Jazz, Tap, Ballet, Acro, and Hip Hop. Responsible for all students in the classes Stretching, and warming up students as well as going over their choreographed routines and making corrections

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Silvestri Investments 2011 to 2012 (seasonal) Hamilton, Ontario Assistant Secretary An international family real estate business founded and operated by Frank Slvestri since 1955 specializing in Land Development in Canada, USA and Europe. Answered business calls and directed them to proper employee Took notes in meetings Completed invoices, received incoming & sent outgoing packages Urban Behaviour Hamilton, Ontario Sales Associate A clothing company for the fashion-minded at affordable prices. Provided superior customer service to store clients Responsible for product maintenance and housekeeping 2008-2009

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JACQUELINE TRUNKS
1 Donnamora Crescent Thornhill, ON L3T 4K4 Phone: 416.993.0168 Highlighted Qualifications: Advanced computer skills proficient in Mac and PC operating systems, Microsoft Office, and Adobe Creative Suite. Ability to effectively multitask and perform well under pressure as demonstrated by my ability to balance academic excellence with full time employment. Excellent communication and customer service skills developed from over 7 years experience in the hospitality industry. Email: jacqueline.trunks@gmail.com LinkedIn: www.linkedin.com/in/jacquelinetrunks

Education: Humber College, Advanced Diploma Fashion Arts 2012 2014 Currently in Honour roll standing with an overall GPA of 4.0 in my previous three semesters. Received the Fashion Award, donated by the Dean of the Humber Business School, for outstanding academic achievement, community involvement, and leadership initiative. Studied topics such as: Marketing Global Retail Operations Social Media and Fashion Promotion Wholesale Sales Retail Buying New Venture Development University of Western Ontario, Honours Specialization Health Sciences (BHSc.) 2005 2009 Studied a diversity of topics with an emphasis on research methodology. Completed a minor in Psychology. Work Experience: Customer Service Hospitality Industry 2006 Present Bier Markt, Server and Supervisor March 2012 Present Enhance customer satisfaction by combining exceptional product knowledge and an understanding of customer wants and needs. Certified Training Program train new hires by promoting brand values and culture in order to enhance brand and employee performance. Shift leader and supervisor manage staff and oversee restaurant operations in the absence of a manager. Consistently achieve top sales by utilizing upselling techniques. Assist with responsibilities outside the normal expectations of my position, including: managing the servers dine and dash fund and occupational health and safety liaison. Canadian Tire Financial Services, Financial Services Representative April December 2007 Generated highest level of new customer acquisition by promoting service strengths. Helped company attain high customer service ratings by providing attentive and thorough service.

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Work Experience: Marketing/Administrative To Be Seen Promotions, Marketing and Administrative Assistant May September 2006 Recruited potential customers via phone and email and responded to customer inquiries. Developed marketing materials for clients that resulted in improved sales. Streamlined company operations by implementing a new and improved filing system. Demonstrated ability to take direction and work in a team environment by providing office support as needed. Internships and Volunteer Experience: Infuse Magazine, Editor-in-Chief September 2013 Present Conceptualize innovative and creative editorial and artistic concepts for Infuse, Humber College Fashion Arts, Spa and Cosmetic Management Magazine. Manage and motivate editorial contributors in meeting deadlines. Oversee all editorial content and crosscheck facts, spelling, grammar, and writing style and approve design layout and photos. Coordinate meetings with editorial sources and amongst team members. Cascata Blu, Volunteer March 2012 Present Assist swimwear designer Cheryl Gurshue with various company activities, including marketing, product development, merchandising, and administrative duties. Toronto World MasterCard Fashion Week, Lobby and Fashion Atmosphere Volunteer March 2012 Maintained a pleasant and clean lobby atmosphere for Toronto World MasterCard Fashion Week guests, as well as assisted in greeting guests and distributing promotional material.

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WORKS CITED

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(2005). Bloor-Yorkville Shopping Traffic Study. Environics Research Group, 1, 4-55. Chevalier, M., & Gutsatz, M. (2012). Luxury retail management how the world's top brands provide quality product and service support. Singapore: Wiley. Lifestyles and Homes. (n.d.). Yorkville. Retrieved March 3, 2014, from http://lifestylesandhomes.ca/yorkville/ Regni, R. J., & Anderson, J. G. (2009). Entrepreneurship in action: a retail store simulation. New York: Fairchild ;. Yorkville Neighbourhood Central Toronto. (n.d.). Jamie Sarner. Retrieved March 3, 2014, from http://jamiesarner.com/toronto-neighbourhoods/yorkville-real-estate/

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