Brand1

About
Femina
“Our mißßion iß to provide outßtanding ßervice
every day, one cußtomer at a time. We will work
hard to make decißionß in the beßt intereßt of our
cußtomerß and thoße ßerving them.”
The name of our retailer is Femina. Femina is the latin word for
woman, the people we are selling to. Our name is very simplistic
because as a brand, we just want to focus on the customer, not
what they’re labeled as. Women are often labeled with many
harmful terms. We look to empower women to just be who they
are, no matter what other people might “label” them as. Why
can’t women just be women?

We are a specialty retailer. Being a specialty retailer allows

us to specialize in business clothing and give our customers a
personalized shopping experience. At Femina, women are able
to find all their business attire along with a few other pieces for
their wardrobe all in one place, making looking good a little
easier with a busy lifestyle
Femina Flagßhip Store
SOHO dißtrict of Manhattan,
New York.

Target Cußtomer
Our customers are women, aged 25-35. They are working women who
want to look fashionable while still appearing professional. These
women work in professions where it is necessary for them to represent
their company in a polished manner and to dress business professional.
These women tend to be trendy but want to shop a slightly more
conservative fashion style in order to dress to their professions. They
are single or married but have no kids. They live in cities and have high
incomes. These women value style and appearance and spend more on
clothing than the average consumer
Conßumer Segmentß
Young Digerati
Wealthy middle age people mostly with kids. Young
Digerati tend to be homeowners in the management
and professional field and have at least an
undergraduate education. They tend to shop at Saks
fifth avenue and enjoy eating at coffee bars

Connected Bohemianß
Midscale younger people mostly without kids.
Connected Bohemians tend to be renters who work
in the management and professional field. They tend
to go to music concerts and shop at H&M. The most
popular age in this area is 24-34 years old which
matches our target market, and the most common
income level is 500k+ which means these individuals
can comfortably afford our items.
 Goalß & Objectiveß
Goalß
n Providing women with professional clothing that both entices
and excites.

nCreate a positive environment for women to feel comfortable

in

nBuild a clientele by building relationships with customers and

providing excellent customer service.

Objectiveß
nExpand nationwide within the next 5 years and globally within
the next 10 years.

nLaunch a spin-off store within the next 10 years.

nLaunch our own clothing line within the next 2 years.

Store Deßgin
Managing
HR
Natalie Rowland
In charge of finding, recruiting,
hiring, and training new employees,
and employee benefits.
through advertisements and
Customer Service
Natalie Rowland
Handles all customer complaints
and issues, represents company in
interacting with customers, processes
returns, provide information about
products and company
CEO
Hannah Ludviksen
The highest executive within the
company that oversees the entire
company.
Visual Merchandiser
Marketing Director
Bryn Gani
Anne-Marie Bryant In charge of designing the visual
In charge of creating and merchandising elements of the
displaying the brand image brand and its aesthetic in both
stores and online displays.
public relations.
Buying Manager
Anne-Marie Bryant
In charge of sourcing all products
and deciding which stores sell what.
Focuses on what is sold online
versus in the brick and mortar.