Sunteți pe pagina 1din 9

15/04/2015

LingerieShopBusinessPlanSampleMarketAnalysis|Bplans

clair de lune

Lingerie Shop Business


Plan
PAGE

Start your own business plan (/create_your_business_plan.php?link=create_top-b)

1 (executive_summary_fc.php)
2 (company_summary_fc.php)
3 (products_fc.php)
4
(market_analysis_summary_fc.php)
5
(strategy_and_implementation_summary_fc.php)
6
(management_summary_fc.php)
7 (financial_plan_fc.php)
8 (appendix_fc.php)

PREVIOUS PAGE (PRODUCTS_FC.PHP)


NEXT PAGE
(STRATEGY_AND_IMPLEMENTATION_SUMMARY_FC.PHP)

Jump to the beginning of this plan (/lingerie_shop_business_plan/executive_summary_fc.php)

Market Analysis Summary


There is little reason to doubt that the Kansas City market is a reflection of the national market when it comes to a growing
interest among women for intimate apparel. This coupled with the continued economic strength of the Johnson County, KS and
south Kansas City geographic portion of the market lends further credence to thegreat potential for clair de lune.
This portion of the plan will explore the key target audiences we have identified as best prospects for the products and services
clair de lune will provide.

4.1 Market Segmentation


clair de lunewill target specific market segments:
1.

Women 25-59 with household income of $75K+

2.

Women 18-24

3.

Brides

Market Potential for Target Segment 1:


Within a five (5) mile radius of our store location, 51.4% of the households have an income of $75K+. This translates into 39,956
households that fall within our primary target income bracket. This number is projected to grow to 54,560 by 2008.
Since one of our goals is to buildclair de luneinto a destination location for lingerie purchases, it is also pertinent to look at
households with $75K+ income in a 15 mile radius of our location. There are 130,986 households that meet this criteria, and that
number is projected to grow to 183,630 by 2008.
There are 49,281 women aged 25-59 that live within five miles of our location. That number is projected to grow to 53,671 by
2008.

http://www.bplans.com/lingerie_shop_business_plan/market_analysis_summary_fc.php

1/9

15/04/2015

LingerieShopBusinessPlanSampleMarketAnalysis|Bplans

Within a 15 mile radius, there are 256,303 women aged 25-59 with a growth projection of 270,040 by 2008.
While we do not have statistics that quantify the number of women 25-59 with household income of $75K+, we can estimate that
number. Within a 15 mile radius, 32.2% of households have an income of $75K+. If we apply a 32.2% factor against 256,303
women aged 25-59, that gives us 82,529 potential customers in Segment 1.
Market Potential for Target Segment 2:
There are 7,140 women 18-24 that live within five miles of our location. That number is projected to grow to 8,578 by 2008.
Since18-24 year olds are much more likely to be impulse purchasers, we are limiting our market potential number to a five mile
radius for this age group.
Wehave not put a household income qualifier on this segment, since the age group includes students and youngsingles thatare
only supporting themselves rather than an entire household. Many in this age group are Victoria's Secret shoppers, and
Scarborough Research data shows us that two-thirds of their customers have a household income under $75K. However, we
believe it is realistic to assume that many women in this target segment still reside in those $75K+ households referenced above.
They take advantage of available disposable income to purchase lingerie.
Market Potential for Target Segment 3:
The Kansas City Star tells us that approximately 15,000 women get married in Kansas City each year. If weconservatively
estimatethat an average of three persons (including the bride) will be purchasing bridal lingerie for the bride, that gives us a
market potential of 45,000 women in this category.
Overall Potential:
Expenditures on women's apparel within a five (5) mile radius in 2003 was $113,444,950. We can assume that approximately
14%of that total wasintimate apparel, based on national averages. We can then estimate that there were
$1,588,293expenditures on intimate apparel within a five mile radius. clair de lunewould only need to capture 2.8% of that
potential market to meet our sales forecasts for 2004. And that is only looking at expenditures withinthat five mile radius.
Source: ESRI BIS forecasts for 2003 and 2008

Need actual charts? We recommend using LivePlan as the easiest way to create graphs for your own business plan. Create your own business plan

MARKET ANALYSIS
YEAR 1
Potential Customers

YEAR 2

Growth

http://www.bplans.com/lingerie_shop_business_plan/market_analysis_summary_fc.php

YEAR 3

YEAR 4

YEAR 5
CAGR

2/9

15/04/2015

LingerieShopBusinessPlanSampleMarketAnalysis|Bplans

Women 25-59, HHI $75K+


Women 18-24
Bridal
Total

5%

82,529

86,953

91,614

96,525

86,953

1.31%

20%

7,140

8,568

10,282

12,338

8,578

4.69%

0%

45,000

45,000

45,000

45,000

45,000

0.00%

1.07%

134,669

140,521

146,896

153,863

140,531

1.07%

Need real financials? We recommend using LivePlan as the easiest way to create automatic financials for your own business plan. Create your own business plan

4.2 Target Market Segment Strategy


Women have varying attitudes towards the role of undergarments in their lives. This is evidenced by the different personalities
that are projected through the contents of their underwear drawers. For example, there's the "low involvement" segment, who
buy just enough lingerie to get them through the week. For them, underwear is a functional necessity, and they really don't care
if it's all white or all black, as long as they have a clean pair of panties to wear.
The fact that a woman spends a fortune on designer suits does not necessarily translate into designer labels on her bras.
clair de lunewants to capture the attention of the Intimate Apparel Enthusiast (IAE). According to a segmentation study done by
the Cambridge Group, the IAE is aged 18-34, wears matching bras and panties, and loves to shop for underwear, especially on
impulse. Although IAEs are only 18 percent of the market, they account for 25 percent of the sales. Their entire underwear
collection looks like most women's "special occasion" section of their lingerie drawer.
Many of these local IAEs are currently Victoria's Secret customers because that is the only specialtyretailer in Kansas City that
offers the variety they are looking for. According to Scarborough Research (March 2002-Feb 2003) over 200,000 persons in
Kansas City have shopped at a Victoria's Secret in the past 90 days. Of those Victoria's Secret shoppers, over one-third (33.8%)
are aged 18-24, and 82.1% are aged 18-44.
What this means forclair de luneis that approximately one (1) out of everyseven (7) women in Kansas City over the age of 18 has
enough "involvement" with their lingerie to want to shop at a specialty store versus a department store or mass merchandiser.
Although the young IAE is buying a lot of undergarments, she is not necessarily the most profitable customer. Mediamark
Research (MRI) from Fall of 2003 shows thatadults who spend over $100 per year on lingerie tend to be in the 25-59 age group.
Adults 25-59 account for 65.5% of allAdults 18+ in the U.S., whereasAdults spending over $100 per year on lingerie account for
80.7% of allAdults 18+.
Expenditures by Age of Lingerie Purchasers
Nightwear Bra Panties Night/Bras/Panties/Shape

U.S. 18+

<$50

$50-99

$100+

<$50

$50-99

$100+

<$50

$50-99

<$50

$50-99

$100+

18-24

13.1

10.8

14.5

10.4

12.8

10.1

10.2

11.5

14.0

12.0

12.6

10.1

25-29

8.5

8.3

10.0

11.1

7.8

9.5

9.3

8.6

9.2

8.3

9.0

10.2

30-34

10.0

9.9

9.9

16.9

9.6

10.8

13.2

10.3

10.3

9.9

10.6

13.2

35-39

9.9

12.7

9.2

11.0

10.5

10.0

12.4

10.7

11.4

10.7

10.2

12.0

40-44

11.23

13.1

11.9

6.7

10.6

11.9

17.7

11.3

15.1

11.5

12.9

16.2

45-49

10.0

8.9

10.2

10.9

10.5

13.6

11.1

10.5

12.4

10.4

12.3

11.4

http://www.bplans.com/lingerie_shop_business_plan/market_analysis_summary_fc.php

3/9

15/04/2015

LingerieShopBusinessPlanSampleMarketAnalysis|Bplans

50-54

8.9

10.1

13.2

13.2

9.8

11.5

8.7

10.1

10.1

9.8

11.0

9.2

55-59

6.9

8.7

8.1

9.1

8.6

7.4

7.7

8.0

7.0

8.0

7.6

8.5

60-64

5.4

5.1

5.4

6.4

5.7

5.1

4.0

5.4

3.8

5.4

4.7

4.0

65-69

4.3

4.1

2.2

2.8

4.4

3.8

2.5

4.4

2.1

4.3

3.3

2.4

70-74

3.9

3.0

2.1

1.5

3.6

2.8

1.8

2.9

2.4

3.3

2.8

1.5

75+

7.9

5.4

3.4

0.0

6.2

3.6

1.5

6.4

2.1

6.3

3.1

1.4

Source: MRI Fall 2003


Income is another key factor in amount spent per year on lingerie. It also influences the types of brands that a consumer
purchases. clair de lune is most interested in consumers who are spending at least $100+ per year on lingerie. These consumers
tend to have a household income of $75K+.
Expenditures by Household Income of Lingerie Purchasers
Night/Bras/Panties/Shape
HH Income

U.S. 18+

<$50

$50-99

$100+

<$25K

22.3

20.0

12.9

7.7

$25-35K

11.4

11.2

7.6

6.1

$35-45K

10.7

10.4

9.7

11.1

$45-60K

13.7

14.6

15.3

12.6

$60-75K

11.4

11.4

11.3

9.2

$75-100K

12.9

14.0

19.0

20.6

$100-150K

11.1

11.9

14.8

21.2

$150-200K

3.6

3.7

5.7

7.4

$200K

2.9

2.8

3.7

4.2

Source: MRI Fall 2003


Characteristics of our target customers:
Women 25-59 with household income $75K+
Of this segment, women over 35 are more lifestyle and status conscious; they favor European brands with
high design and quality, shop less often, but favor premium brands.
http://www.bplans.com/lingerie_shop_business_plan/market_analysis_summary_fc.php

4/9

15/04/2015

LingerieShopBusinessPlanSampleMarketAnalysis|Bplans

Young women 18-24 shop more often and are likely to be current Victoria's Secret customers
We can offer this segment better customer service, higher quality merchandise and more selection that they
are used to receiving at Victoria's Secret.
Teens (13-17) often have media created tendencies; they are avid readers of fashion magazines.
With ever-increasing disposable income, purchase decisions are influenced by those publications and peers.
While not with in our core target demographic, they are also influenced by mothers and older sisters and
may follow their purchase paths.

4.3 Industry Analysis


Mass merchandisers lead the women's innerwear market in share, as they do in a variety of consumer products. Mass
merchandisers like Target not only offer the convenience of one-stop shopping for a variety of needs, but they are increasing
their selection of designer labels at lower prices. Brands sold at mass merchandisers include:
Hanes
Vassarette
Fruit of the Loom
Bestform
Jockey
Department stores hold second place in terms of market share, offering a wider variety of merchandise, more high-end products,
more hard to find sizes, and, if you're lucky, some customer service. Brands sold at department stores include many of the
above, plus:
Mid-Tier: (Kohl's, JC Penney)
Vanity Fair
Warners
Playtex

Major: (Dillard's, Jones)


Bali
Olga
DKNY
Tommy Hilfiger

Better Dept: (Saks, Nordstrom's)


Wacoal
Chantelle
Donna Karan

On Gossamer

(http://www.liveplan.com/?pasc=mobile-footerbannerb&__hstc=246577179.db163dcb7f47b17468329e45713c8990.1429105696798.1429105696798.1429108331890.2&__hssc=246577179.1.1429108331890&__hsfp=19

Victoria's Secret is the leading specialty chain and garners approximately a 20% share of the U.S. bra market, according to NPD
Group.
http://www.bplans.com/lingerie_shop_business_plan/market_analysis_summary_fc.php

5/9

15/04/2015

LingerieShopBusinessPlanSampleMarketAnalysis|Bplans

None of these stores carry the international brands and up and coming labels that will be offered at clair de lune.
The rest of the women's intimate apparel sales are primarilythrough non-chain specialty stores, other national chains (e.g.
Gap) and Internet/direct mail (catalog sales).

4.3.1 Competition and Buying Patterns


In Kansas City, the choices of outlets for women to purchase intimate apparel is more limited than many other markets in the
U.S. THERE ARE NO INDEPENDENT LINGERIE BOUTIQUES TO SPEAK OFIN KANSAS CITY.
The only store that can be classified as a lingerie boutique in Kansas City, is a200 sq.ft. shop in the downtown area called
Birdies. It opened in late 2003 and carries approximately 200 SKUs and three to four brands that are primarily trendy and youth
oriented with low to moderate pricing. The store does very little promotion, and is in a low traffic area (hard to find), with little
retail surrounding it. We don't consider Birdies to be direct competition in its current state, but it does have some awareness
among younger shoppers.
There arenine (9)Victoria's Secret stores in Kansas City with a 10th location opening in May '04 in north Kansas City. If you are
an Intimate Apparel Enthusiast (IAE)in Kansas City, chances are that you shop at Victoria's Secret since your other retail options
are so limited. According to Scarborough Research, 15% of all women in Kansas City have shopped at a Victoria's Secret in the
past 90 days. Considering that this number takes into account women over 65 years old and all economic brackets, that number
is significant.
The fact that there is a Victoria's Secret in Town Center Plaza across the street fromclair de luneis considered a positive.
Customers who are lingerie shopping and do not find what they want at Victoria's Secret can easily cross the street to visit clair
de lune. AlthoughTown Center and Hawthorneare technically different retail venues, traffic patterns suggest that consumers
treat them as one destination. The challenge will be to attract the younger customers. According to Scarborough Research, over
one third of Victoria's Secret shoppers in Kansas City are 18-24, and 56% are 18-34. The demographics of Town Center Plaza skew
younger than Hawthorne Plaza, so we will need to encourage Moms to bring their daughters intoclair de luneto shop.
Other chain specialty lingerie retailers in Kansas City include BodyGap and Inner Self. BodyGap appeals to similar demographics
as Victoria's Secret, and has a location across the street at Town Center Plaza. We believe that this is a positive for the same
reasons as stated above for Victoria's Secret. Inner Self has one location on the Country Club Plaza, which is approximately 15
miles away. Inner Self targets the 30 to 45 year old, size 12 woman,who is looking for comfort, not fashion. It is not a store for
IAEs, and is not considered topose a geographic or demographic competitive threat.
Of the various channels described above,clair de lunewill most likely share customers with the Department Stores and Specialty
Chains as those are the only true retail options currently available in Kansas City with the types of products that appeal to the
IAE. However, both of these channels falldramatically short in terms of customer service and depth of quality product.
Tom Wyatt, President of Warnaco--"The department store is confusing. It's hard to find a product, there's no service and it's
very sterile. Until a decade ago, the department store dominated the bra industry. But it has ceased to be at all inspirational. It's
no longer a place where a woman shops and feels special."
According to Warnaco focus groups, women HATE the underwear shopping experience at department stores. Bras and underwear
are jammed onto racks that are packed too close together; the layout is determined by brand rather than purpose; and customer
service is non-existent, which is a crucial component to bra shopping,hence about 80 percent of women wear the wrong size.
CLAIR DE LUNE HAS A TRUE VOID TO FILL.

4.3.2 Trends
The U.S.Intimate Apparel industry appears to be healthy. Women's Wear Daily reported that for the 12 months ending October
2003, total volume in dollars was up 4.3 percent, and total volume units were up 6 percent. The largest percentage increases
came from the daywear category with sales up 27.1 percent and units up 27.5 percent.
http://www.bplans.com/lingerie_shop_business_plan/market_analysis_summary_fc.php

6/9

15/04/2015

LingerieShopBusinessPlanSampleMarketAnalysis|Bplans

Women's Wear Daily reports that department stores and chain specialty stores are losing market share. We assume that much of
that erosion is a result of the increasing confidence in Internet shopping and where available, specialty retailers. IAEs recognize
that a specialty boutique such asclair de lunewill offer excellent customer service, product knowledge, personal fitting service,
custom order options and wonderful product.
Innovations in textiles and manufacturing have caught consumer's attention. Seamless undergarments that permit a greater
range of motion and a smoother silhouette as well as new generations of microfibers that keep a body warmer, cooler or drier
have encouraged consumers to seek out garments and fabrics that meet and exceed their demands.
The hottest trends at the intimate apparel shows in New York in March 2004 were:
Increased interest inand availability of plus-size undergarments
Innerwear that crosses over to outerwear
Multiple silhouettes in panty styles, with popular junior styles such as boy briefs showing up more in mature lines
PAGE

1 (executive_summary_fc.php)
2 (company_summary_fc.php)
3 (products_fc.php)
4
(market_analysis_summary_fc.php)
5
(strategy_and_implementation_summary_fc.php)
6
(management_summary_fc.php)
7 (financial_plan_fc.php)
8 (appendix_fc.php)

PREVIOUS PAGE (PRODUCTS_FC.PHP)


NEXT PAGE
(STRATEGY_AND_IMPLEMENTATION_SUMMARY_FC.PHP)

Your business plan can look as polished and


professional as this sample plan. It's fast and easy,

Start your own business plan (/create_your_business_plan.php?link=bottom_p)

with LivePlan.

"I just wrote my first business plan in 24 hours using LivePlan and it's beautiful and complete."
NATEH. ARTIST

START YOUR PLAN (HTTP://WWW.LIVEPLAN.COM/?PASC=HELGA-2&__HSTC=24657

PLAN OUTLINE
1.0 Executive Summary (executive_summary_fc.php)
2.0 Company Summary (company_summary_fc.php)
3.0 Products (products_fc.php)
4.0 Market Analysis Summary (market_analysis_summary_fc.php)
Market Segmentation (market_analysis_summary_fc.php#4.1_Market_Segmentation)
Target Market Segment Strategy (market_analysis_summary_fc.php#4.2_Target_Market_Segment_Strategy)
Industry Analysis (market_analysis_summary_fc.php#4.3_Industry_Analysis)
Competition and Buying Patterns (market_analysis_summary_fc.php#4.3.1_Competition_and_Buying_Patterns)
Trends (market_analysis_summary_fc.php#4.3.2_Trends)
5.0 Strategy and Implementation Summary (strategy_and_implementation_summary_fc.php)
6.0 Management Summary (management_summary_fc.php)
7.0 Financial Plan (financial_plan_fc.php)

http://www.bplans.com/lingerie_shop_business_plan/market_analysis_summary_fc.php

7/9

15/04/2015

LingerieShopBusinessPlanSampleMarketAnalysis|Bplans

Appendix (appendix_fc.php)
CREATE YOUR OWN BUSINESS PLAN
Business planning has never been easier. With 500 complete sample plans, easy financials, and access anywhere, LivePlan (/create_your_business_plan.php?
link=sidebar-text) turns your great idea into a great plan for success.
Learn more about LivePlan
MARKET RESEARCH
Market research reports for Apparel And Accessory Stores industry. (/industry_reports/apparel_and_accessory_stores/56/)
RELATED BUSINESS PLANS
Women's Clothing Boutique Business Plan (/womens_clothing_boutique_business_plan/executive_summary_fc.php)
Clothing Retail Business Plan (/clothing_retail_business_plan/executive_summary_fc.php)
E-commerce Internet Business Plan (/e-commerce_internet_business_plan/executive_summary_fc.php)
More Retail and Online Store Plans (/retail_and_online_store_business_plan_templates.php)
More Clothing Plans (/clothing_business_plan_templates.php)

Don't bother with copy & paste.


Bplans members can download this complete sample plan as a Word document for FREE.

JOIN BPLANS - IT'S FREE


Already a member? Log in (/members/login/?
redirect=L21lbWJlcnMvZG93bmxvYWRzL3BsYW5zLz9icD1saW5nZXJpZV9zaG9wX2J1c2luZXNzX3BsYW4mc2JwX2NhdD1DbG90aGluZw==)

RATE THIS PLAN

(/)

(https://www.facebook.com/Bplans)
(https://twitter.com/bplans)
(https://plus.google.com/+bplans)

Bplans is owned and operated by Palo Alto Software, Inc., as a free resource to help entrepreneurs start and run better businesses.

BUSINESS PLANNING (HTTP://ARTICLES.BPLANS.COM/WRITING-A-BUSINESS-PLAN)

PITCHING (HTTP://ARTICLES.BPLANS.COM/CATEGORY/PITCHING-A-BUSINESS/)

HOW TO START A BUSINESS (HTTP://ARTICLES.BPLANS.COM/STARTING-A-BUSINESS)

Q & A (HTTP://WWW.BPLANS.COM/ASK-BPLANS/)

FUNDING (HTTP://ARTICLES.BPLANS.COM/FINANCING-A-BUSINESS)

GROWING (HTTP://ARTICLES.BPLANS.COM/GROWING-A-BUSINESS)

BLOG (HTTP://ARTICLES.BPLANS.COM)

PLANNING RESOURCES
Business Plan Software (http://www.bplans.com/business_plan_software/)
Business Planning Videos (http://www.bplans.com/business_planning_resources/videos/)
Business Planning Calculators (http://www.bplans.com/business_calculators/)
Business Plan Writers (http://www.liveplan.com/business-plan-consulting/?
__hstc=246577179.db163dcb7f47b17468329e45713c8990.1429105696798.1429105696798.1429108331890.2&__hssc=246577179.1.1429108331890&__hsfp=1991125060)

http://www.bplans.com/lingerie_shop_business_plan/market_analysis_summary_fc.php

8/9

15/04/2015

LingerieShopBusinessPlanSampleMarketAnalysis|Bplans
MARKETING RESOURCES
Sales and Marketing Software (http://www.paloalto.com/sales_and_marketing_plan_software/?

__hstc=246577179.db163dcb7f47b17468329e45713c8990.1429105696798.1429105696798.1429108331890.2&__hssc=246577179.1.1429108331890&__hsfp=1991125060)
Sample Marketing Plans (http://www.mplans.com/sample-marketing-plans.php)
Market Research (http://www.bplans.com/business_planning_resources/market_research/)

SOFTWARE
LivePlan (http://www.liveplan.com/?

pasc=bplans_footer&__hstc=246577179.db163dcb7f47b17468329e45713c8990.1429105696798.1429105696798.1429108331890.2&__hssc=246577179.1.1429108331890&
Business Plan Pro (http://www.paloalto.com/business_plan_software?
__hstc=246577179.db163dcb7f47b17468329e45713c8990.1429105696798.1429105696798.1429108331890.2&__hssc=246577179.1.1429108331890&__hsfp=1991125060)
Email Center Pro (http://www.emailcenterpro.com/)

ABOUT BPLANS
About Us (http://www.bplans.com/about_us/)
Contact Us (http://www.paloalto.com/contact_us?
__hstc=246577179.db163dcb7f47b17468329e45713c8990.1429105696798.1429105696798.1429108331890.2&__hssc=246577179.1.1429108331890&__hsfp=1991125060)
Write for us ( http://articles.bplans.com/authors/)

1996 - 2015 PALO ALTO SOFTWARE. ALL RIGHTS RESERVED

CAREERS AT PALO ALTO SOFTWARE (HTTP://WWW.PALOALTO.COM/ABOUT-US/CAREERS/?


__HSTC=246577179.DB163DCB7F47B17468329E45713C8990.1429105696798.1429105696798.1429108331890.2&__HSSC=246577179.1.1429108331890&__HSFP=1991125060)

(HTTP://WWW.PALOALTO.COM/?
__HSTC=246577179.DB163DCB7F47B17468329E45713C8990.1429105696798.1429105696798.1429108331890.2&__HSSC=246577179.1.1429108331890&__HSFP=1991125060)

http://www.bplans.com/lingerie_shop_business_plan/market_analysis_summary_fc.php

9/9