Executive Summary

[fashion business plan example] COMPANY is a start-up company that will sell
self-designed bags and clothing for female motorcyclists, for women to look
stylish on their bike and off. The company will start off with a collection of bags
and will expand its product portfolio successively to eventually become a well-
known brand for motorcycle clothing for fashion-conscious women. [fashion
business plan example] COMPANY will make it possible for women to ride and
be protected without having to change their clothing, no matter where their
destination may be.
The company’s founder, Mrs. [fashion business plan example] COMPANY
FOUNDER, is a motorcycle rider herself and currently working in sales and
merchandising at Ducati Triumph [fashion business plan example] LOCATION in
Soho. She has found that the current motorcycle apparel market is missing the
niche of fashionable motorcycle clothing. Most companies designing women’s
motorcycle gear are focused on the traditional Harley Davidson/Americana or the
sports racing look, with very few companies offering a tailored and professional
style. Since Mrs. [fashion business plan example] COMPANY FOUNDER has
little experience in the fashion-design industry, she believes that by first launching
the business with well-designed bags comes with less risk and greater chance for
sustainable, successful market-entry.
[fashion business plan example] COMPANY will develop its brand with a clear
goal in mind. It will create a uniform user experience and deploy a great variety of
modern internet-based marketing instruments. Close cooperation with highly
successful professional photographers that Mrs. [fashion business plan example]
COMPANY FOUNDER knows personally will give the marketing approach an
edge offline and online and greatly impact the presentation of the company to
potential clients and partners. The products will be messengers of the brand and
proudly show off tough motorcyclist girls’ sexyness and feminity. The accessories
and later the clothing will be cool and elegant, making a statement to be
summarized as follows: I live and think independently and I am a passionate, self-
conscious woman.
[fashion business plan example] COMPANY is established by Mrs. [fashion
business plan example] COMPANY FOUNDER. Mrs. [fashion business plan
example] COMPANY FOUNDER is an experienced entrepreneur and has worked
as an art director for over 8 years. She has already designed dozens of looks and as
a designer will be able to create many marketing resources herself and strike up
business relationships in the creative industry. She has experience in leadership
and has conducted extensive marketing research including an empirical internet
survey of over 130 women, which she found by reaching out to motorcycle
associations and clubs. She also already stands in contact with various potential
clients, business helpers and partners. [fashion business plan example]
COMPANY’s home office will be located in [fashion business plan example]
LOCATION City, close to the fashion district. While the initial goal is to sell to
retail stores, expansion plans include potentially opening its own retail store.
The market research shows evidence that [fashion business plan example]
COMPANY will operate in a very favorable environment. This fact, combined
with Mrs. [fashion business plan example] COMPANY FOUNDER’s very strong
competence profile make the business venture very likely to lead to a successful
market entry.
Products
The company’s product portfolio is aimed at providing female motorcycle riders
stylish options of bags and clothing to buy and wear. As the number of educated
women who buy and ride motorcycles increases, it becomes clear that there is a
market niche for providers that cater to the woman who wants to ride her bike in
high fashion- whether she is riding to a party, to work or to a date.
The first 12-18 months of operation will be dedicated to starting a line of bags, as
this is a good way to gather experience, contacts and a first following of consumers.
The costs for starting a bag collection are significantly lower and there is high
demand in the market. The types of bags Mrs. [fashion business plan example]
COMPANY FOUNDER thought of are medium-sized should-bags and sports bags
as well as hand bags and purses. They will be crafted in styles that appeal to
motorcycle-enthusiastic women and will combine functionality and robustness
with clean, aesthetic design. The fabric will be mainly high-tech artificial fabrics
which are cut and rip-proof and can last for decades. A certain proportion of the
products or certain parts of some products will also be made of leather.
Since designing apparel is the mid-term goal of the young enterprise, it makes
sense to elaborate the planned product portfolio already at this point. [fashion
business plan example] COMPANY will give special attention to the styles, colors
and fits to flatter the curvy woman. The niche specialty will be fitting women sizes
6-14, although some clothing will range in sizes 0-14. The products are modern
motorcycle wears, including apparels, boots, helmets, bags and motorcycle
inspired accessories, such as scarves. Since [fashion business plan example]
COMPANY creates clothing that people can wear on and off the bike, the clothes
have removable and/or very flexible padding. When designing the clothing, Mrs.
[fashion business plan example] COMPANY FOUNDER focuses on designs that
are able to unify function and beauty. All Jackets and any gear that is meant to
protect from abrasion and impact while riding a motorcycle will be tested and CE
certified.
The goal is to create pieces that are exactly what an urban, individualistic woman
is looking for, something that she would wear even if she is not going to ride a
motorcycle. Therefore the clothing has to be serving two needs at the same time,
just like for example Nautica that caters to the needs of marine sports enthusiasts
but has developed such a cult that its clothing is worn in daily life (also Surface to
Air produces beautifully crafted riding jacket that might serve as an inspiration for
[fashion business plan example] COMPANY: www.surfacetoair.com/store-
us/?pg=style&collection_id=52&style_id=58).
One very special element of the product portfolio is the inclusion of a new material
compound called D30
(www.youtube.com/watch?v=vqDe0C4OKbM&feature=related). D30 is a
lightweight and very flexible high density plastic material that can be used for
padding and provides a lot of safety despite its being thin and lightweight. The
initial communication with the manufacturer that came up with this new material
has not yet had a positive outcome. Using this particular material is still considered
an important element of the product portfolio of [fashion business plan example]
COMPANY.
Operational Procedures
[fashion business plan example] COMPANY’s studio and office is located within
Mrs. [fashion business plan example] COMPANY FOUNDER’ home in uptown
Manhattan. At the point that [fashion business plan example] COMPANY requires
other employees to work in-house, a separate live or work space might be
necessary. Presently, [fashion business plan example] COMPANY does not have a
bricks-and-mortar retail location. All prototype construction and manufacturing
will be done off-site at a seamstress’ shop and at the chosen manufacturing facility.
Marketing can be done in-house or at marketing consultant [fashion business plan
example] PARTNER Sielegar’s (see section about business partners) office space.
In its first three years of operation the company will be producing in the USA and
outsource manufacturing to dedicated service providers. Mrs. [fashion business
plan example] COMPANY FOUNDER will do the designing work herself and
through her well-connected business relationships, she will be able to take care of
many of the firm’s vital functions of marketing, such as public relations, marketing
and other communications-related activities.
The company will set up a professional supply chain management to be able to cut
costs and deliver flexibly and punctually at the same time. Supply chain
management is of prime importance for young fashion and design firms. Good
supply chain management entails close communication with suppliers, warehouses,
logistics firms and the client. Diligent research and comparison of shipment
options and building relationships with key personnel within logistics providers’
facilities will help [fashion business plan example] COMPANY stay on top of its
supply chain management. Due to the small-scale nature in the beginning of the
business it will be relatively easy to coordinate the inflow of fabric and outflow of
product. Ground transportation with UPS will be utilized in most cases. In the case
that international shipments are needed, air transportation will also be an element
of the logistics organization of [fashion business plan example] COMPANY. No
products will be shipped on consignment basis, consignment will be avoided
altogether, due to the risky nature of working on consignment. [fashion business
plan example] COMPANY will have a dedicated sales representative who will
search out potential buyers.
To control costs, track inventory and manage stock levels at the later stages of
business operation, an inventory control system will be set in place. This will
include the standard bar code with its related equipment and software. Eventually,
staff will conduct annual inventory audits and hire outside auditors when necessary.
All accounting and finances will be maintained using in state-of-the-art software.
The company will secure showrooms in [fashion business plan example]
LOCATION City. Purchasing from [fashion business plan example] COMPANY,
buyers receive product displays and promotional materials with purchase.
Additionally, [fashion business plan example] COMPANY will work closely with
regional sales representative of motorcycle apparel buyers. Mrs. [fashion business
plan example] COMPANY FOUNDER will also attend relevant pre-season
fashion trade shows and have all the necessary equipment at her disposal.
Unique Selling Propositions
The company will have a set of unique features, which will differentiate it from
competition. The most important unique selling proposition of [fashion business
plan example] COMPANY is to be found in the capabilities of the founder herself.
The owner of [fashion business plan example] COMPANY, Mrs. [fashion business
plan example] COMPANY FOUNDER, being very experienced in graphic design
and project management and maintaining impeccable contacts in the motorcycle
world and fashion industry, will invest all of her personal time and expertise into
the startup.
The fashion and retail industry tends to be overly youth and small size focused.
Many female motorcycle riders are forced to wear men’s clothing which denies
their femininity and makes them wardrobe-wary when riding out for a social
occasion. However, by closely following high fashion trends as well as customers’
purchasing preferences, [fashion business plan example] COMPANY will tailor
styles to meet the specific needs of the clientele. The key feature that separates
[fashion business plan example] COMPANY from all other competitors is its
commitment to providing women stylish, quality accessories and clothing options.
Because the primary concern is ensuring that consumers are happy with the fit and
style of their purchase, [fashion business plan example] COMPANY will have a
strong impact on the female motorcyclist community and earn strong word-of-
mouth endorsements from happy clients.
Customers will benefit from the experience and knowledge of the company staff
about motorcycle gear and fashion. The goal is to implement a superior customer
service system. The well-trained personnel will provide an edge in the competition
and the brand will quickly become acknowledged broadly. Protecting the brand
and its good reputation will become a key part of the strategy to ensure that the
unique selling propositions that come along with a recognized brand name are
maintained as long as possible.
Company Vision and Strategy
The vision pursued by the establishment of [fashion business plan example]
COMPANY is a high-end line of motorcycle wear for women. It will be protective,
the highest quality, top style and comfortable to wear. The brand [fashion business
plan example] COMPANY will be recognized as eco-conscious and as making a
difference for its customers and for the world. The brand will be the opposite of
Harley brand clothing, truly feminine, sexy and elegant.
Right from the start, it is planned to develop and make expert use of an online
presence. This is a very important part of the business undertaking, as the web
presence will enable [fashion business plan example] COMPANY to showcase its
products, establish the brand and raise awareness in the industry. It is likewise
thinkable that the first customers of [fashion business plan example] COMPANY
will actually buy the product from an integrated webshop. From these early
revenues the company will be able to generate a higher cash flow, benefitting from
ways to make itself depend less solely on high volume contracts with the retailers
and wholesale clients.
In the long run, the potential for regional and/or national expansion will be
explored further. Some concrete goals, which must be attained before an expansion
can be considered, are to penetrate and raise awareness in 30% of the targeted
consumer market, build a customer base and mailing list and become a profitable
business with expansion potential within a maximum of three years.
The first major milestones will be securing funds and setting up the business. This
is the main focus right now. In five years, [fashion business plan example]
COMPANY will have established itself within the community and within the
industry and set up overseas sourcing and manufacturing operations (most likely in
China or Vietnam). It will become the leading brand in contemporary apparel of
the perfect blend between cutting edge, high-tech protective wear and femininity.
[fashion business plan example] COMPANY will make an impact globally through
initiatives built into the company structure, supporting employees and communities
around the world.
Market Analysis
To get a good picture of the market environment, it is necessary to first take a look
at the American retail market, with a special a focus on fashion. The next step is a
close look at the market for motorcycles and motorcycle wear and specific market
data concerning the target group.
The sales reported in U.S. total retail sales in 2011 were $4.7 trillion, which
represents an 8% increase over 2010 total retail sales (including food service and
automotive). The US retail clothing industry includes about 40,000 companies that
operate 80,000 stores with combined annual revenue of $130 billion. The industry
is highly fragmented and concentrated at the top. The 120 largest companies
operate 40,000 stores and account for 65% of industry revenue. Most companies
operate just one store, but 1,000 companies operate more than two. Demand for
clothing is strongly influenced by the growth of the economy and personal income.
During the 2000-02 recession for example, sales fell 20% at Abercrombie & Fitch
and at The Gap, Inc.
The typical store has $1 million in annual sales and ten employees, but 3,000 stores
have annual sales over $5 million. Within their specialty, stores typically sell a full
range of items including regular clothes, outerwear, and underwear. Many stores
also sell shoes, handbags, jewelry, make-up, and perfumes. The clothing retail
industry includes stores specializing in women’s clothing (50%) or men’s clothing
(20%). Stores may also specialize in children’s clothing (nearly 10% of sales,
including infant wear) or accessories.
A very interesting trend in the American retail economy is the ever more frequent
occurrence of e-commerce. Online shoppers in the United States are estimated to
be spending $327 billion in 2016, up 62% from $202 billion in 2011, according to
a projection released by Forrester Research Inc. In 2016, e-retail will account for 9%
of total retail sales, up from 7% in both 2012 and 2011. That represents a
compound annual growth rate of 10.1% over the five-year forecast period.
The report further points out that much of the growth comes from online retailers
improving their web sites and services. This appears to be particularly true in the
areas of apparel and jewelry, which have integrated a web design selling tools such
as zoom, color swatching, and configurators. The steady growth in the number of
web shoppers also is helping to boost e-commerce sales. Forrester says that 192
million U.S. consumers will shop online in 2016, up 15% from 167 million in 2012.
But the bigger factor in driving e-commerce growth is that each shopper will spend
more on average, the report says. U.S. consumers in 2016 will each spend an
average of $1,738 online, up 44% from $1,207 in 2012. The strongest reason for
this form of sustained strong growth are the variety of selling points in e-commerce,
such as loyalty and discount programs, low prices in general, this strong surge in
mobile Internet and the overall tendency of the consumer to shop for the best deal.
There are roughly 157 million women in the US in 2011, about half of them are in
the age and income group that would qualify them as target customers for [fashion
business plan example] COMPANY. The median income is $48,600. 20% of
women surveyed in our market research make between an $50k and $200k
annually. We will initially seek customers locally, but will increase our reach
throughout the United States and abroad as we build our brand and secure our
image.
The Motorcycle Industry Council reports that between 2003 and 2008, the number
of women who own their own motorcycle has grown 52%. 1 in 9 motorcycles are
owned by women. In 2009, there were 11 million motorcycles in the US. Women
owned 1,155,000 of them. 40% of female bikers are married (marketing to their
husbands/significant others). The majority of female motorcycle riders we
surveyed were white, with black women following. 79% of those women own their
own home and 35% have a college degree. 25% work in business or health care.
They shop largely at large department stores and national retail clothing chain
stores as well as online retailers. The majority of women surveyed have a pant size
of 12-16 and top size above an XL.
TO BE INCLUDED
Perhaps a few comments about the worldwide market situation of the fashion
industry will serve to illustrate the strong growth that the sector is experiencing.
The world clothing and textile industry, encompassing clothing, textiles, footwear
and luxury goods, reached almost $2,560 trillion in 2010, according to the market
intelligence agency MarketLine. The apparel, luxury goods and accessories portion
of the market, which accounts for over 55% of the overall market, is expected to
generate $3,180 billion in 2015, with a yearly growth rate in excess of 4%.
The world womenswear industry is expected to exceed $621 billion in 2014,
according to MarketLine, representing over 12% yearly growth. The leading
market sub segment is clothing retailers, with over 64% of total market value. The
EU has a more than 37% stake in the world market, which is relatively fragmented
and highly competitive. (AMERICA’S STAKE, ASIA’S STAKE?)
The world menswear industry is expected to exceed $402 billion in 2014,
according to MarketLine, representing over 14% expansion in five years. The
leading market sub segment is clothing and footwear, with over 58% of the market.
The Americas have a 35% stake in the overall market.
The world market for textiles made from organically grown cotton was worth over
$5 billion in 2010, according to TextilesIntelligence. US and EU clothing imports
and China’s exports grew in value in 2011. Companies that recorded increased
revenue include: Benetton, Levi Strauss, H&M, Gap, Marks and Spencer,
GildanActivewear, TJX and Perry Ellis. In the EU, the clothing market is predicted
to show almost 5% yearly growth from 2010 to 2015.
Seniors spent 28% more on online luxury fashion bargain purchases in 2011 than
in 2010, compared to 19% for millennials, 12% for gen Xers, and 9% for boomers.
Millennials spent 33% more on online luxury fashion purchases in 2011 than in
2010. Members of generation X spent 23% more on online luxury fashion
purchases in 2011 than in 2010.

[REST OF MARKET ANALYSIS REMOVED]

Competition
Competition in the fashion industry is always a big factor. Even though [fashion
business plan example] COMPANY is operating in a very tight niche, there will be
still a wide array of competitors, whose business operations partially overlap the
business model of [fashion business plan example] COMPANY. To each brand of
competitor [fashion business plan example] COMPANY will have the right answer
to differentiate itself and perform well even in a very competitive business
environment.
The greatest competitive threat would be a re-focusing strategy of incumbent
specialized manufacturers. If suddenly these large and experienced firms decided
to produce exactly the kind of stylish, multi-use motorcycle apparel that [fashion
business plan example] COMPANY is planning to launch, they would contest the
market share of [fashion business plan example] COMPANY significantly. Over
the last few years, motorcycle manufactures like Harley–Davidson for example
have been catering more to the female crowd. More motorcycles are being created
with women in mind. Lower seat heights, less weight, and easy maneuverability
make bikes like Harley’s Switchback a popular choice for women riders. The
danger of growing competition from incumbent firms is therefore very real.
[fashion business plan example] COMPANY will differentiate itself with the more
exclusive and limited collection of clothes and will offer a very feminine, elegant
and sexy style which sets it apart from overall brand image of companies like
Harley-Davidson, Triumph, River Road or Vanson Leathers. Small stores can often
compete very effectively with large ones by targeting their products at different
customers, even though they have less infrastructure at their disposal and can often
not undercut big competitors price-wise.
In addition to competition from traditional department stores, new competition in
recent years has come from discounters like Wal-Mart and from catalog and
Internet retailers, which offer irregular yet very economic selection of motorcycle
apparel. The competition with these firms will be strongly influenced by the higher
quality and the greater likability of [fashion business plan example] COMPANY.
The strong brand of [fashion business plan example] COMPANY and its more
targeted marketing approach will be sufficient to perform satisfactorily even when
large discounters try to tap into the motorcycle clothing market with special
editions at cut rate prices.
In the US, a selection of lines most closely competing with [fashion business plan
example] COMPANY are for example Deth Killers Brooklyn (dethkillers.com/),
Belstaff (belstaff.com), Moncler (www.moncler.com), Ragazza Gear
(ragazzagear.com/), Motor Grrl Brooklyn (motorgrrl.com), Ruby Helmets, Go Go
Gear LA (gogogearla.com), Bogner (www.Bogner.com), Outlier (outlier.cc),
Vanson Leathers (vansonleathers.com/), Alpine Stars alpinestars.com) and Ed
Hardy. Internationally worth mention are Dainese (www.dainese.com/it_it),Spidi
(spidi.com) and Diesel (www.diesel.com).
[fashion business plan example] COMPANY would be the only real niche provider
for hip, fashion-conscious female motorcyclists. While other stores offer some
style equivalents, they are not focused solely on fashionable wear. [fashion
business plan example] COMPANY will therefore have a distinct competitive
advantage in its niche. Supplier relationships and exclusive product offerings will
prevent future competitors from entering the market as a competitor. It takes time
to build a motorcycle wear design and manufacturing company, and by the time a
competitor attempts to compete with [fashion business plan example] COMPANY
directly, the young firm will have already established a strong customer base and
following.
Target Group
[fashion business plan example] COMPANY is a business-to-consumer retail
company. Female motorcycle riders ages 25-55 are the target customers. The target
customers are trailblazers and trendsetters. They value uniqueness, convenience,
service and quality. As they retire, price becomes a factor in decision-making,
though they are generally of “buy now and pay later” consumption philosophy.
Motorcycle-enthusiastic women live in big cities, are financially independent and
make household decisions. They own and/or ride motorcycles, appreciate
motorcycle culture, and/or ride as a passenger with someone else (many women
cultivate an interest in motorcycles this way). Research conducted by Mrs. [fashion
business plan example] COMPANY FOUNDER has shown that many women who
ride motorcycles shop at mid-range department stores like Macy’s and Dillards, or
national retail chains like Jcrew or Anthropologie. Their income lies at $50-
200,000 per year and they own homes. They ride for longer trips and transportation.
For this reason, it is important to market also in the motorcycle specific retailers
across the US, as this clientele buy their motorcycle wears in specialty shops.
Inspiration can be drawn from Go Go Gear LA: On their website they have a long
list of retailers, most of them are speciality shops for motorcycle riders.
To reach the target group, [fashion business plan example] COMPANY will target
the retailing chains, where the target customer usually buys. Originally it was
thought to sell to high-end retailers such as Barneys, Henri Bendel, (also for
example concept stores in Manhattan and Brooklyn such as Opening Ceremony
and American Two shots) etc., and have a celebrity and wealthy clientele. After
considering the target customer properties and price point of [fashion business plan
example] COMPANY’s products, Mrs. [fashion business plan example]
COMPANY FOUNDER considers entering into the mid range retail environment
with stores such as [business plan example partner]. After it is established amongst
the motorcycle riding community, the brand shall have a cult following beyond
motorcyclists (i.e. Nautica is worn by people, even if they do not own a boat; Ron
Jon surf is the equivalent of this for surf wear, etc.).
It is thought that teaming with companies, riding instructors, motorcycle tour
companies, bloggers, way finder applications (i.e. Garmin, Waze, Google Maps),
workshops for women interested in learning about motorcycle repair, or starting a
motorcycle blog/club for women to ride and share together are possible ways to
connect with the target group.
[TABLE REMOVED]
Risk Analysis
As a young startup in the highly competitive fashion industry and dealing with
very high product development, manufacturing and logistics costs, [fashion
business plan example] COMPANY is confronted with a large quantity of relevant
risks. By starting out with a collection bags, the startup-costs and risks are reduced.
There will be more time to forge business relationships and Mrs. [fashion business
plan example] COMPANY FOUNDER will be able to identify the best-priced raw
material suppliers, pattern-makers and other partners involved in the realization of
the business goal.
There are certain risks that the company will not be able to influence, such as
market risk. These systemic risks, which also include political and currency
exchange risks (these will become relevant as soon a overseas suppliers or
customers become involved), cannot be avoided by anyone in the industry. A
farsighted and liquidity-conscious management should be able to maintain a
reasonable degree of financial flexibility to deal with any negative impacts from
the overall economy. The impact of currency exchange risks is considered to be
quite low in the first few years of operation as it is not planned to generate
substantial revenue through overseas sales. Likewise on the buying side the
currency exchange risks are not deemed overly significant, even though it is
considered to import certain amounts of fabric from China and/or Europe and
conduct overseas manufacturing at later stages.
The operational hazards that the company will be confronting are of a very
different nature. To begin with it is very unlikely that the prototyping and
manufacturing will be smooth and flawless from the very beginning. A lot of scrap
will be produced until the production process is perfected, which will lead to high
production costs. Other unforeseen costs are going to be incurred at least in the
first two years of operation. Even though by the selection of experienced and well-
reputed partners some uncertainty might be eliminated, it would be too optimistic
to assume that everything will work right from the beginning.
With the wrong partners in overseas manufacturing there is a very high risk of
designs being knocked off and copied, which reduces the value of the brand and
can in some cases even hurt sales. These risks of theft of intellectual property can
be minimized by the generous use of contracts and NDAs, the diligent
management of critical data, choosing partners with great care and using certain
copyright best practices such as Pauper’s copyright on top of getting each season’s
designs protected by the US copyright office.
It is also advised that the high risk of damage to products during the warehousing
or transport as well as all other material risks (damage, theft, etc.) concerning the
office infrastructure and health risks of the founder and eventually the staff team
should be covered to maximum extent by adequate insurance. Especially with a
very tight cash base, the impact of any mishap in the warehouse can be devastating
and lead to the ruin of the company, so maximum insurance coverage will be
purchased.

SWOT Analysis

Strengths: Weaknesses:

● Founder has experience as an ● Very tight niche

entrepreneur and can do the graphic ● No academic business
design and fashion design in-house administration background of founder
● Unique shopping experience with ● Founder has no practical
exceptional customer service experience in fashion design and
● [fashion business plan example] manufacturing of fashion
LOCATION is a great location for a ● The business is to be established
design firm in economically unstable times
● Founder has experience working
with a staff, both nationally and
internationally

Opportunities: Threats:

● Outstanding service will lead to

● Cost and effectiveness of
repeat business
marketing to women motorcycle riders
● Business opportunities by growth
and other consumer groups
of online e-commerce
● New competitors or incumbent
● Large and growing consumer base
firms paying more attention to the
due to upswing in the motorcycle
niche that [fashion business plan
industry
example] COMPANY is focusing on
● Many potential product lines for
● Very high startup costs, liquidity
expansion
risks
● By starting out with accessories
● New economic crisis impacting
and postponing apparel, Mrs. [fashion
on the US retail market
business plan example] COMPANY
● Inability to get the preferred
FOUNDER increases the chances for
padding materials
sustainable market success

Location of Headquarters
The business is being founded in [fashion business plan example] LOCATION
City. [fashion business plan example] LOCATION City has a long tradition of
being a hub for fashion design and up-and-coming innovative business model.
Although it is an expensive headquarters location both in daily operation costs and
initial start-up costs, the unique advantages that the location offers outweigh the
disadvantage of these elevated costs.
Very good infrastructure, numerous potential business partners, ease of travel in
and out of the city, high-quality materials available, a variety of relevant industry
events and an ample supply of highly qualified labor were all factors which
persuaded the choice towards [fashion business plan example] LOCATION City.
Also the founder is personally bonded to the area as she has been living in [fashion
business plan example] LOCATION City for 3 years.
Business Partners
We will partner with local organizations such as the Chamber of Commerce and
Downtown Merchants Association as often as possible. We already have
connections in all the necessary places. These strategic partnerships will allow us
to piggyback on publicity for local events, as long as they are within our targeted
demographic.
These organizations are dedicated to promoting local businesses within our
community and sponsor several events downtown each year. As a member of these
organizations, [fashion business plan example] COMPANY will gain exposure,
make business contacts, and will benefit from Chamber and Association
advertising, Web site promotions and events
.
[LIST REMOVED]
Consulting
[fashion business plan example] COMPANY will employ the services of the
various consulting firms and freelancers in its first few years of business. The
services that [fashion business plan example] COMPANY will employ are to aid
the founder to acquire important know how and business acumen to help her
achieve the ambitious goals she set for the company. At this point, three different
consulting entities have been chosen for the future cooperation or are already
working together with Mrs. [fashion business plan example] COMPANY
FOUNDER. These consulting entities are, listed in order of acquaintance: [fashion
business plan example] PARTNER Marketing Consulting, [fashion business plan
example] PARTNER Small Business Consulting and [fashion business plan
example] PARTNER Entrepreneur Coaching.
[fashion business plan example] PARTNER (www.XXXX.com) will manage the
setting up of the brand, including a great variety of services such as logo design,
clothing label design, brand book, web design, market intelligence gathering,
marketing testing and copywriting among others. [fashion business plan example]
PARTNER is very well known in the [fashion business plan example] LOCATION
City area and overseas and has been successful in the market for 7 years. Its list of
clients include firms such as [LIST REMOVED].
[fashion business plan example] PARTNER (www.XXXX.de) is a German
freelance business consultant and professional business writer with 6 years of
experience. [fashion business plan example] PARTNER has completed over 240
business and financial plans and dozens of other, complex business writing and
consulting projects. Due to extensive training in marketing and sales techniques,
[fashion business plan example] PARTNER was able to add important skills such
as Google Adwords, email marketing, social media marketing and webinar
marketing to his abilities.
The [fashion business plan example] PARTNER Engine (www.XXXXXX.com) is
a coaching provider that helps ensure partners concretize their business models and
briefs them on what it means to be successful in the competitive startup
environment. The [fashion business plan example] PARTNER Engine is likewise
well known amongst some of the top grossing businesses worldwide and has been
in the market for 9 years. Its list of clients includes [LIST REMOVED}.
Go back up
Marketing Plan
Price Strategy
[fashion business plan example] COMPANY will set prices that will underscore
the high quality of the products. With very high design and production costs, the
price must be set to ensure that the break even can be reached in a reasonable time.
Therefore [fashion business plan example] COMPANY will also use its price
strategy to stay true to its target group focus, which is primly made up of educated
women of the upper two quartiles on the income scale.
Communication Strategy
Mrs. [fashion business plan example] COMPANY FOUNDER has a strong
marketing background and recognizes the significance of effective marketing.
Additionally, she will take the services of a marketing consulting firm for the
initial setting up of her branding (logo, corporate colors, brand book, etc.). She will
seek to implement a variety of marketing measures including PR-Strategy and of
course also all the conventional methods such as print-ads, trade shows and
researching and contacting potential clients. In order to not overstretch the tight
resources available during the initial start-up phase, the marketing budget for
ongoing expenses is to be kept to no more than 5% of gross annual sales.
The marketing message, logo and slogans will revolve around the idea of women
motorcycle riders as beautiful trendsetters and feminine ground-breakers. Women
riders are in their prime and at their best, meaning these women deserve to be
recognized as a force within the fashion consumer market. [fashion business plan
example] COMPANY’s initial marketing efforts will remain local until a presence
in the female motorcyclist community is established. These initial efforts will rely
heavily on local print and broadcast media coverage, traditional advertising,
signage, a direct mail marketing campaign and networking. A significant portion of
the advertising budget will be allocated to print and broadcast media.
In the wake of launching its business and for every new season, [fashion business
plan example] COMPANY will organize marketing events and shows to create
awareness. The Chamber of Commerce, merchant associations and media contacts
will help promote marketing events in local newspapers and radio advertising.
Comprehensive advertising and semi-annual direct mail marketing campaigns will
follow the grand opening.
A very important focus is placed on [fashion business plan example] COMPANY’s
consistent presence at trade shows, industry networking events and fairs for
fashion designers. The US hosts more fashion events than any other country in the
world. The industry is well supported by private financers that promote emerging
designers and host regional fashion shows. However, unlike other developed
countries, most of the large fashion events in the US were only launched in the last
few years, the surge is extraordinary. In 2008, the US hosted at least 44 large-scale
fashion events versus only 11 events in 2004. France and Italy for example had
fewer events (2 and 4 respectively in both 2004 and 2008). The sponsors/financers
in the fashion industry act as key drivers by promoting designers and regional
fashion events. Therefore it will be very important for [fashion business plan
example] COMPANY to be present at all these events and continually build a
network in the industry.
Marketing opportunities will be continually utilized as [fashion business plan
example] COMPANY expands its business and customer numbers grow. Measures
such as bonuses for recommendations will increase sales as the effects of word of
mouth propaganda become more apparent. To this end the website of [fashion
business plan example] COMPANY will serve the multitude of different purposes.
The domain names [fashion business plan example] COMPANY.me and [fashion
business plan example] WEBSITE have been reserved and site development will
begin as funds become available.
Foremost, the website is to showcase the brand [fashion business plan example]
COMPANY and its accessories and clothing lines and provide customers with the
ability to purchase items online (and retailers to order sample products). As the site
progresses, features such as fashion advice, a blog, designer interviews, newsletters,
and Internet-only specials will become available. Eventually, the internet activities
will establish and nurture an online social community where motorcycle-
enthusiastic women can gather and discuss topics of the day, network and share
experiences.
Business Organization
LEGAL ENTITY & OWNERSHIP
[fashion business plan example] COMPANY will be a Limited Liability
Corporation formally organized in [fashion business plan example] LOCATION
State (have not filed yet). Mrs. [fashion business plan example] COMPANY
FOUNDER is the company’s principle owner. If an appropriate partner is found,
they will have a minority share.
The business operates within the fashion design industry and is classified under
NAICS code 541490 – fashion design services. All Jackets and any gear that is
meant to protect from abraision and impact while riding a motorcycle will be tested
and CE certified.

EXIT STRATEGY
Mrs. [fashion business plan example] COMPANY FOUNDER intends to launch
and grow [fashion business plan example] COMPANY for many years into the
future. In the event that investors require repayment of their initial investments,
plus a large return on their investments, we will seek a partner to buyout the
investors’ shares. Another alternative is a management buyout, which will be
agreed upon in advance.
In the long term, [fashion business plan example] COMPANY, as a profitable
business, will become an appealing acquisition for large retail chains.
The Founder and Director
Mrs. [fashion business plan example] COMPANY FOUNDER is the owner,
creative director and spokesperson of [fashion business plan example] COMPANY.
She will be the most import and figure to convert the market entry of [fashion
business plan example] COMPANY to the real success. Mrs. [fashion business
plan example] COMPANY FOUNDER’ comes from a graphic design background
and has had experience as an entrepreneur, managing an art gallery in Chicago and
a graphic design business in [fashion business plan example] LOCATION City.
Mrs. [fashion business plan example] COMPANY FOUNDER spectrum of tasks
of the day-to-day business include: Supervising staff, maintaining inventory and
general bookkeeping, oversee the merchandise purchase, selling and shipping,
maintain awareness of trends within the industry, manage employees, interns and
contractors work, work with public relations/marketing firms to ensure superior
marketing plans are in place and being implemented. She will also attend industry
events and travel to find more suppliers and clients.
Mrs. [fashion business plan example] COMPANY FOUNDER is a native english
speaker and also speaks french. She is proficient in the administration of office
organization software and graphic design. Mrs. [fashion business plan example]
COMPANY FOUNDER is in possession of a drivers license for both cars and
motorcycles and has a motorcycle with which she plans to utilize to communicate
her brand.
Staff
[fashion business plan example] COMPANY will employ the following positions:

[LIST REMOVED]

The following positions will be contracted out:

Marketing Director: [fashion business plan example] PARTNER Design
Factory/[fashion business plan example] PARTNER
There are several positions that are yet to be filled. However, we feel [fashion
business plan example] LOCATION City has enough budding designers and
hungry job applicants that finding qualified employees will not be an issue. Our
administrative assistant and manager will be paid an hourly wage, plus commission.
Bonuses will be provided with each year of service following an annual review to
encourage employee retention.
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FINANCIAL PLAN
Our company will earn revenue from our customers’ purchases of our products.
[fashion business plan example] COMPANY’s first-year income statement
illustrates a profit margin of TK, with a net income of $TK per month – after taxes.
Finally, we have determined our break-even point will equal no less than $TK in
total monthly sales. We project our annual profits to reach $TK by year three.
Our company will generate revenue from the sale of clothing and other
merchandise to retail stores. First year sales are projected at $TK, and we expect
sales to surpass $TK by the end of year three. We will achieve month-to-month
profitability within the first year.

SOURCES & USE OF FUNDS

[fashion business plan example] COMPANY requires a minimum of $XXX,XXX
to launch successfully for the first three years until cash flow becomes more than
costs.

Funding will be sought in stages. Stage one will be calculated to include start-up
costs through prototyping and gaining initial orders. This includes and is not
limited to: material costs for prototypes, patternmaking costs, shipping and taxes of
materials, TKTK. Stage two will be calculated to include all costs needed after
orders are made. These costs will be much higher as we will be now going into full
production. This includes and is not limited to: TKTK.

We are currently seeking additional funding from outside angel investors and
business loans. Start-up funds will be used for manufacturing the line, materials to
create the line, creating prototypes of the next season and operating expenses such
as rent, utilities and payroll. Further, our initial investment will also be used to
purchase equipment and inventory software – all of which will produce future
benefits for the company.
Business plan contests, IndieGoGo and Kickstarter are also methods that will be
employed to gain capital for start up.

FINANCIAL PLAN
REQUIREMENTS
[fashion business plan example] COMPANY will need $XXX,000 to get our
business off the ground. We are currently seeking funding from outside investors
and business loans.

USE OF FUNDS
Funds will be used to pay for fabrics, materials, prototype construction, shipping,
warehouse, contractors, travel, TK. The remainder of the start-up funds will be
utilized to cover operating expenses, such as rent, utilities, payroll, marketing costs
and wages.

INCOME STATEMENT PROJECTIONS

Based on our marketing plans, location, store size and product offerings, we expect
to collect annual sales of $TK in year one, $TK in year two and $TK in year three.
Our average cost of goods sold will be TK%, which leaves us with a gross margin
of TK%. Our minimum monthly fixed costs are $3,300 per month (this doesn’t
include rent, utilities, materials, payroll), so we will need to generate sales of $TK
per month to break even. We will become profitable on a monthly basis before the
end of our first year.
In our third year, we will earn net income of $TK. The accompanying income
statement demonstrates our company’s profitability.

CASH FLOW PROJECTIONS

Our business will not collect immediate payment from customers, so our cash flow
statement will be different from our income statement. More about cash flow here.

BALANCE SHEET
[fashion business plan example] COMPANY will launch with $600,000 in equity
capital and $50,000 in loans (I don’t know if this is correct). Details are shown in
our enclosed balance sheet.

ASSUMPTIONS
Our projections are based on the assumption that the economy, consumer spending
habits and population growth in [fashion business plan example] LOCATION will
continue for the foreseeable future.
We must also assume that our future buyers will continue to buy inventory from us
at prices that allow us to maintain our present margins. It is also important that we
are able to hire reliable employees at reasonable wages.