The Uptown Boutique

Marketing Analysis
Marrisa Baldock, Kelly Ducklow, Xinyi Huang, Daillasha
Lacey, Karissa McIntire and Shannon Meacham (Group 1)
Owned by Sarah Schaeffer
Located at 1326 E Battlefield Rd | Springfield, Missouri
Contact: (417) 882-2645
Statement of Purpose
Mission Statement:
The Uptown Boutique offers apparel services to women of Springfield Missouri and its surrounding areas
seeking stylish, comfortable, and affordable clothing for everyday wear. With the main goal of being the
ultimate go-to place to fulfill all the fashion needs and desires of our clients. At Uptown, We aim to
exceed fashion boundaries by creating a lane of our own for our Uptown Gals.

Vision Statement:
At Uptown, our vision is to become a leading boutique within the Fashion industry that houses the most
stylish, chic and affordable clothing. We hope to continuously reach the pinnacle of our customers
expectations by delivering Uptown approved apparel.
Business Description
Product Information

Current Niche Recommended Niche

Not Specified Find something to
Young Adults be well known for
Trendy Fast Fads Young Adults to
Laid Back/Casual Middle Age
Trendy Fashions Find unique
Boutique Pricing exclusive vendors
Laid back atmosphere
Product Information Continued

Reevaluate Vendors
Get rid of current purse and hat
vendor
Get new vendors
purse vendor
wallet vendor
Scale down
bralette selection
Jewelry options
Key Elements of Service
Loyalty Program
After five to ten purchases a returning customer gets a
free bracelet or accessory of your choice
Spend $100 on select items
get a free purse or hat to help lower inventory
Then use custom shirts for free advertising
Key Elements of Service Continued
Customer Service Steps
Greet each customer
Make the greeting personal and not stiff.
Explain
sales or promotions to each customer
Ask if they are doing alright or if they need help .
Offer customers water while shopping
Become a stylist for them.
Add on items
Ask if you can start a dressing room for them.
Product Assortment
In Womens apparel industrys you usually have four to six collections a year.

Here is an example of seasonal changes.

Spring 1 Sell dates: August- October
Spring II/ Summer Sell Dates: October- January
Fall I Sell
dates: Late January-March
Fall II Sell dates: March- April

Holiday Sell Dates: May- June

In the Marketing calender we suggested that you get new merchandise for the store every Wednesday
instead of every day like you do now. And to keep up with trends we suggest that you look at major
websites such as Business Of Fashion and Style On a weekly basis.
Price Ceiling and Floor
New Vendor Considerations
Clothing Vendors Purse/Wallet Vendors
7 For All Mankind Inzi
Retail Cost: $54.99 - $199.00 RC: $35 - $280
Wholesale Cost: $74.75 WC: $83.20
Adelyn Rae Modalu
RC: $31.99 - $114 RC: $89.99 - $350
WC: $35.74 WC: $64.99
Lori Paris
RC: $29 - $129
WC: $38.35
Online Suggestions

Consolidate and simplify tab selections

Add filtering options within tabs
Change stock photos
Simple, basic background
Model or mannequin
Photoshoots for advertising and homepage only
Adjust return policy
15 days for same payment method
30 days for store credit
Temporary discounted items can be retuned
Online Layout Examples
Online Filter Options Example
Location Details
Benefits and Challenges of Current Location

Benefits:
High parking availability
Safe location
Located off of busy street
Complimentary retailers that create cross-over customers

Challenges:
Poor visibility from street
Andys partially blocks the store
Located down the street from the Battlefield Mall
Visual Merchandising Plan

Paint Suggestions

The above colors will be color blocked on the 65 ft wall where the cash wrap is currently located.

This color will be used on the two This color will be used on the 65 ft
41 ft walls at the front and back of wall that houses the dressing
the store. rooms.
 Visual Merchandising Cont.

Flooring Suggestions

Home Depot
Price: $0.96 /sq. Ft. Lowe's
Total Selling Square Footage = 2800 $0.99 /sq. Ft.
Total Cost = $2,800
Contemporary oak hardwood
Total Selling Square Footage =
Ultra durable - stain, dirt and dents resistant 2800
Total = $2,772
Visual Merchandising Cont.

Lighting Suggestions

Light Polished Chrome Glass

Pendant with Vintage Bulb

$59.97 /each

Five locations around the store will have new decorative

lighting
Cash wrap, sitting area, sale area, shoe area and
front left corner
Window Display Ideas

Inexpensive to create Eye-catching

Easy activity for shop girls to Inexpensive and easy to
accomplish accomplish
High versatility Perfect for Valentines/February
New Location Option

Address: Battlefield Plaza 303 E Battlefield Rd, Springfield, MO

Half a mile away from the intersection Campbell Ave. and East Battlefield Rd. Located east of Campbell
Ave. on the north side of Battlefield Rd.

On average, there are about 27,000 to 35,000 vehicles that cross the intersections at Sunset St. and
Campbell Ave. and at Battlefield Rd. and Campbell Ave. The new location is a little farther away from The
Battlefield Mall which will help lower competition. In that area, the current retailers are Shabby Chic Bra
Boutique and Chrissys Lil Boutique for boutique items retail.
New Location-Battlefield Plaza
New Location-Battlefield Plaza
New Location-Battlefield Plaza

New Location!
New Layout

Racetrack layout around the

edge of store
Grid layout in the center
Cash wrap moved to left back
corner
Sale and clearance moved to
right back corner
Specific shoe area created
Marketing Plan
Target Customers
The Uptown Boutique currently serves women aging from 18-
25.
Now expanding our customer base to women that are ages 25-
45 years young.
Allowing us to service and satisfy all the Uptown women of the
world.
Customer Profile- Tina
Age: 42
Gender: Woman
Marital Status: Married
Family Size: Husband, 3 children
Profession: English Professor
Income: $150,000+
(combined with Husband)
Education: College Degree
Activities: Date Nights, Parent- Personality: hard worker,
teacher conference, cooking, provider,serious, planner. Has
grading everyday life scheduled out.
Attitude: prioritize and plans
day to day type person
 Sun Mon Tue Wed Thu Fri Sat
1 2 3 4
417 Magazine Ad Sidewalk/Clearance
New Shipment Sale (Markdowns
Arrives start)

5 6 7 8 9 10 11
Change Visual Billboard Ad will
Displays Cycle
Marketing New Shipment
Arrives
Calendar
12 13 14 15 16 17 18
Update Social Spring Break Spring Break Spring Break Spring St. Patricks Day Spring Break
Media New Shipment Break Spring Break Clearance
Arrives Sale

19 20 21 22 23 24 25
Change Visual New Shipment
Displays Arrives

26 27 28 29 30 31
Update Social New Shipment
Media Arrives
 Billboard Ad
New Billboard Location Information:
Located at Battlefield Rd., east of Lone Pine Ave.
Directions available: east and west on Battlefield Rd.
Size: 12 ft X 30 ft
Social Media Ad

Suggestions

Use less text in your ads

Simple, appealing pictures
Ad-copy oriented
Use a few hashtags to engage with
your followers
Personnel and Management Plans
 Employee Manual
4.5 PUBLIC IMAGE
Inappropriate clothing for work:
Hats of any kind
Exposed bras or bra straps
Tank tops or excessively low-cut tops/dresses
Any and all brand images or symbols that promote another apparel
retailer
Short skirts, dresses or anything more than 2 above the knee
Leggings, unless worn with top/dress that falls to mid-thigh and covers
the butt
Short shorts that are more than 2 above the knee
Sweatpants or any workout attire
And more
Organizational Chart - Hierarchy

Owner/Manager

Assistant Manager

Head Shop Girl Head Shop Girl

Shop Girl Shop Girl Shop Girl Shop Girl

Job Descriptions and Duties

Assistant Manager: Shop Girl:

Maintain accurate customer records for Deliver excellent customer
determining buying trends service that ensures ongoing
Keyholder to open and close the store sales and high levels of
And more customer satisfaction
Assist with visual displays and
Head Shop Girl:
making sure products are
Oversee Shop Girl team
presentable
Interact with customers on a daily basis,
And more
responding to their questions and helping
them find what they need
And more
Financial Data
Fixed Costs 2017
Fixed Costs 2017 Cont.
Sales and Gross Margin 2017
Sales and Gross Margin 2017 Cont.
Adjusted 2016 P&L