ESRAP Merchandising Competition

This page is a rundown of a mock brand project. It is an examination of the product development process; roles of manufacturing, wholesaling, and retailing and their interrelationship of allied industries. Through this project, I was able to learn the steps involved in merchandising products to consumers and develop a merchandise plan for a product line with perspective on consumer, manufacturer, retailer and the international market. Additionally, this business plan was selected out of 30 other participating peers’ plans to be pitched to the global ESRAP jury.

Lolitable strives to create unique Victorian and Lolita-style inspired dresses for affordable prices, while leading in continuous sustainability efforts.

Lolitable’s Vision

As global warming becomes an ever-increasing problem, the fashion industry faces the challenge of becoming more sustainable. With this, there is a call for a variety of styles and uniqueness within sustainable fashion. Through using zero-waste techniques and organic fibers, Lolitable aims to create one-of-a-kind lolita-style dresses and garments. We strive to lessen the questioning of where our clothing is sourced from. Uniqueness and being environmentally conscious should not be mutually exclusive in today’s rapidly changing fashion industry.

Customer Profile

  • Name: Ella G.

  • Age: 25 years old

  • Class: Middle

  • Location: New York City

  • Status: Single

  • Hobbies: sewing, fantasy dress, connecting with community, volunteer work, embracing inner-youth

Strengths:

  • specific product

  • sustainable

  • ethically sourced

Opportunities:

  • niche in broad market

  • influence more variety in sustainable fashion

Weaknesses:

  • poor publicity

  • low advertisement

  • saturated market

Threats:

  • saturated and competitive market

  • too niche of a product

Social Responsibility Plan

  • Fair Trade:

    • fair trade policies, anti-worker exploitation, employee benefits, living wage

  • Reduced Carbon Footprint:

    • renewable energy in production buildings, sustainable and recyclable packaging

  • Philanthropic Responsibility:

    • for every five dresses that are sold, one is donated to a local costuming department or donation center

Business Structure

Initial Launch Line Sheet

Blouses: $35—$50

Lolita Dresses: $80—$120

Skirts: $35—$50

Sourcing Manufacturers

  • Domestic:

    • Organic Apparel USA: 3901 NW 79th Ave #107, Miami, FL 33166

  • Overseas:

    • D&J Fashion: No.715-2, XingNan Road, Panyu District, Guangzhou

Retail Distributors

  • Illinois:

    • Alice & Wonder: 956 W Webster Ave, Chicago, IL 60614

  • California:

    • Polkadots & Moonbeams: 8367 W 3rd St, West Hollywood, CA 90048

    • Christy Dawn: 1337 Abbot Kinney Blvd, Venice, CA 90291

Breakeven Analysis

Sales Projection

  • Launch Phase:

    • 6,500 units

  • Immediate Phase:

    • 3,250 units

  • Off-Price Discount Phase:

    • 1,625 units