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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