Marketing Plan

SALES AND MARKETING STRATEGY

Since we are a new clothing line who wants to take on the international market, we have
deiced to model a unique designs focusing on self-assessment for people who has a
difficulty of facing public. We conducted this concept because we – also having
difficulties and we don't want others to suffer like us. We will ensure that we interact with
our target market (customers) and sample their opinions to know what they want before
mass-producing clothes. It is easier to penetrate the market when what you produce is
exactly what the people have always wanted.

This project makes sense because it involves both logical and practical thinking. First,
logical because the designs were defining the characteristic of a person; the feelings of
the person because sometimes, we dress to hide our real selves. Second, practical
because in choosing what to wear is like choosing what personality you would show to
the world. In the creation of our unique ideas, we are aware that half of the world's
population's only dress for a better look and the other half only dresses because it's
okay for them just to have a clothes to wear. And so, we are taking a risk to penetrate a
new market style because the fashion industry is indeed a very competitive industry;
thus, all clothing coy must ensure that they are always on their toes and in touch with
the trend, if indeed they want to continue to be in business. As you can see/witness,
there are so many clothing lines out there that is also taking a risk although they know
that the fashion industry is said to be a very competitive industry. We are aware of this,
which is why we hired business consultant with a bias for marketing and sales to help
us craft a winning marketing and sales strategy. And before, we have also drained
ourselves in so many planning and predicting the future of the business just to make
sure that we will make it through.

Proposed Marketing Program/Strategy

Place

The proposed project will operate at Ali Mall along Aurora blvd., Cubao, Quezon
City. The proposed location had been chosen by the proponents considering factors
such as the availability of resources, accessibility to potential customer, location cost
and the evironment of the business.

Promotion

WAYR (Wear As who You aRe) Clothing Line will adopt the following sales and
marketing approach to promote and sale our clothes;

 Introduce our clothing label by sending letters to a population that fits in the
category of our designs. For example introvert, extrovert,LGBTQ+ and more.
 Attend fashion expos in the Philippines and in other parts of the world that is
known for elegantly-stunning designs and ideas for fashion.
 Advertise our clothing label in newspapers, TV and radio stations since the
media has a big influence to all types of industry.
 Canvass those personalities/celebrities to wear and help us promote our clothing
label.
 List our business on yellow pages ads. We know that this would be effective
since social media has a big impact in every individual.
 Leverage on the internet to promote our business.
 Direct marketing.
 Word of mouth marketing (referrals).

Sales

WAYR clothing line plans to generate sales via strategic marketing efforts. These
concentrated efforts will be targeting new and returning customers as well as single-visit
tourist consumers. We will also implement a referral program rewarding customers who
refer new customers with discount coupons. The sales will do so every 15th day of the
month. We will charge a 30% discount in every products that is suitable for everyday
decent living.

Products and Services

WAYR will sell a combination of widely recognized name brands as well as

clothing lines from select fashion designers. We will closely follow generational fashion
trends as well as our own customers’ purchasing preferences. Moreover, we will tailor
our inventory to meet the needs of our clients. Solely focusing on the styles, colors and
fits to flatter the "customers with difficulty of facing public and self assessment" figure
will be our specialty. While apparel, such as business clothing, casual wear, jeans and
formal wear will be our main staple, we will also offer some accessories such as belts,
scarves, and hats.

We will earn profits by selling our merchandise. Our pricing structure will remain
flexible, as we will implement suggested retail pricing on common brands as well as the
standard practice of keystoning prices. Additionally, we will use a value-based pricing
structure, which measures the value of our products to our customers such as easy
access, quality, customer service and styles flattering to our target consumer. We will
implement end of season sales, holiday and overstock sales, multi-buy savings and
promotional coupons at strategic intervals.

Competition

In Ali Mall, there are no direct competitors offering our unique services or targeting
people with lack or/and are in needs of one selves awareness specifically. In Ali Mall in
Cubao, Quezon City, the shops most closely competing with us are as follows:

 Clothing lines that are mostly popular and common.

  Clothing lines that are for middle class and silverlinings who can afford their
products at affordable price.

Goals

The following is a list of business goals and milestones we intend to accomplish

our first year of operations.

 Complete renovating, stocking, hiring and initial marketing.

 Host a successful grand-opening event.
 Penetrate and raise awareness in 60 percent our targeted consumer market.
 Achieve a profit margin of 50 percent.
 Build a solid customer base and mailing list.
 Generate repeat and referral sales.
 Become a profitable business with expansion potential.
 Establish a solid reputation as quality retail establishment.

Our first major milestones will be securing funds and setting up our business. This is our
major focus right now. In five years, we hope to have established our retail business
within the community and within our industry. Furthermore, as co-owners, we would like
to see the growth of our store with an increase in product lines, further penetration of
the national market with online sales and, under the right set of circumstances, the
opening of franchise in strategic locations.

Philosophy

Our company’s core business strategy is to combine exceptional and

knowledgeable customer service with quality stylish merchandise. And in turn, we’ll
provide an enjoyable shopping experience for our customers. WAYR’s mission is to
offer all generation a wide selection of fashionable, figure-flattering clothing. Our aim is
to establish our company as a pioneer in this youth-obsessed industry and build a
clothing brand name that will be synonymous with the fashion industry revolution.

Development

As our company grows and our business earns a positive reputation, several
opportunities will open to us. And we are considering some options already. Should we
choose to remain a small local clothing line, or we will develop and grow our company
by increasing existing clothing lines and expanding our selection to include additional
products such as swim wear, lingerie, or sportswear. Within five years, we will assess
the potential for franchising our stores in select locations.

Additionally, as we build our business, we plan to simultaneously develop an online

clothing store for WAYR. The power and ease of an online storefront is obvious to us,
and we plan to develop one quickly and efficiently. We also see the potential for
regional and/or national expansion at some point.

Our online clothing store will help to spread awareness of our product line and brand to
a wider community.