Conceptual Retail Store - Perfume Lounge

P e r f u m e L o u n g e

a g e n d a Competitor analysis | Customer service | Assortment & Pricing | Location & Layout | Personnel | Communications | Financials

Perfume Lounge is the first perfume bar where customers design the one scent that is exclusively for them. Giving each woman a scent that is as unique as they are.

c o m p e t i t o r a n a l y s i s

p o s i t i o n i n g

Personalization

Customer Service

p r i c i n g

p r i c i n g

$80 - 500

$100 - 500

$30 - 450

$30 - 250

a s s o r t m e n t

Fragrances 25 luxury brands, 100+ SKUs ex: Prada, Tom Ford, Valentino Each brand carries 1-17 items Bottle size selections vary 30-150ml

Luxury department store - wide breadth & depth of products

l a y o u t Racetrack and free form layout (within brand section)

Sherbrooke and De La Montagne street

l o c a t i o n

P e r f u m e L o u n g e

t a r g e t m a r k e t

Women Between 35-54 years old Income bracket: 100k+ yearly in Montreal

c u s t o m e r p r o f i l e

Real style with Dilara “My life revolves around fashion, food, and cute dogs. As you know, I have serious street cred.”

c u s t o m e r s e r v i c e

Vision Building long-term relationships

Unique and personalized level of customer service

Experience Seated-down, luxurious experience 30-45 min Appointment needed Serve beverages: water, sparkling water tea, coffee, champagne, wine

Assist the client to create a perfume that is truly unique and meaningful to them. Utilizing the scent palette, we recreate in the form a perfume the client’s choice of their personality, memories, dreams, or fantasies. e.g. their wedding day, their bravery, their dream of laying on a hammock in Bora Bora, or their fantasy of falling in love in Paris

c o n s u l t a t i o n

a s s o r t m e n t Scent Consultation Perfume (3 bottle sizes) Certificate Engraving

100 ml $230

50ml $170

Consultation only (includes 15 ml)

$80

d e t a i l s

Service Trolley Packaging

d e t a i l s

Engraving

l o c a t i o n

1329 Greene Avenue, Westmount $4830/month for newly renovated 1450 square foot space

1450 SF

Long-term: 2nd location Boutique inside Holt Renfrew (help expand throughout Canada)

Luxury department store in Downtown Montreal

l o c a t i o n

s t o r e l a y o u t

A successful luxury sales environment Cutting-edge style, an elegant and understated atmosphere, and excellent retail sales and customer service.

The setting: white walls, glass shelving, brightly lit, and dim classy music will be playing in the background. While allowing in natural lighting is best from our big street windows, the use of enough energy efficient lighting highlights our special features and perfume selection. Our clientele will enjoy a seemingly effortless yet completely fulfilling shopping experience.

s t o r e l a y o u t

Top view Front view

s t o r e l a y o u t

Side view

Bar view

At all time 2 specialists: sales background, interpersonal skills. 1 manager & specialist At least one: nice handwriting, calligraphy skills, can use engraving pen.

p e r s o n n e l

“Made For You, By You” Every single piece of the communication mix will be simple, sleek, understated, in the colors white, grey, & purple for homogenous and consistent branding

c o m m u n i c a t i o n

Flyers & informational brochures Spas: Bota Bota & Scandinave Spa Vieux-Montreal Rouge Nail Bar Fitness centers: Club Sportif MMA & Le Sporting Sanctuaire (membership $115/month) Westmount Florist Dermatologist offices and Plastic Surgeons office (women who pay to feel beautiful)

c o m m u n i c a t i o n

c o m m u n i c a t i o n Online advertisements on lifestyle websites

c o m m u n i c a t i o n

Social media presence | Facebook | Instagram | Website MORE

Sleek and understated to promoted luxurious brand image Serve as an informational tool and to promote upcoming events

https://perfumelounge.ca

Perfume Lounge

Recreate your midnight in Venice

Cocktail Party Store Opening Champagne & amuse-bouches Free samples of pre-determined scent Talk with specialists who promote benefits of product Opportunity to have 10% off first consultation

c o m m u n i c a t i o n

c o m m u n i c a t i o n

Media Flyers & brochures Online ads ($1.48 CPM)

Cocktail party (food + alcohol)

Social media ($2/day to boost page)

Frequency 200 500 1 30

Cost $112 $740 $350 $60

Total $1262

Cost for one month

f i n a n c i a l s

Sales, Packaging + Scents: Growth = 20%, 25%,18%, 15% Promotion: year 2.5, growth (-5%) Beverage: 2% of sales

f i n a n c i a l s

Sales vs. Costs

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