Retail Buying

Barbara Nichols

Retail Buying

Table Of Contents

•  Store Profiles

•  Customer Profiles

•  Six-Month Business Plan

•  Class Plan

•  Market Purchases

•  Marketing Plan

Anthropologie

Anthropologie is a lifestyle destination for women where her senses are engaged and her

imagination is inspired. The store focuses more on the customer’s experience rather

than selling the customer a particular product. The store is divided into three main

categories- apparel, accessories and home. Anthropologie creates an idea of how the

customer would like to live.

Store Profile: Santa Monica, CA •  1402 3rd Street Promenade, Santa Monica, CA

90401 

•  This Anthropologie is part of the 3rd Street Promenade outdoor shopping center where many tourists come to shop. The shopping center features around 200 stores, restaurants, movie theatres, street entertainers and is walking distance from the ocean.

•  The exterior of the store is made up of a light tan concrete. The store also has multiple rectangle and oval shaped windows complete with wooden window frames.  

•  The interior of the store has rustic wood flooring, white brick walls and white tile ceiling.

•  The store relies largely on natural lighting and unique ceiling lighting. The lighting is more dim than most other stores.

•  The visual displays, music, couches and pillows create a colorful, relaxed atmosphere.

•  The store is made up of two floors- the first with apparel and accessories and the second home and lounge wear.

Store Profile: Chicago, IL •  3532 N Southport Ave. Chicago, IL 60657 •  This Anthropologie is a free standing store that is

located on Southport Avenue next to many boutiques, salons and small bars & restaurants.

•  The exterior of the store is made up mainly of diagonal windows and brown siding with two large wooden glass doors.

•  The interior of the store has rustic wood flooring, cream and yellow painted walls and an office and register at the center of the store.

•  The lighting is mainly made up of natural lighting from the front windows. The ceilings are high with windows as well.

•  This store focuses on mainly scent with over six different candles burning throughout the store.

•  The store is one level with apparel on the left side and home merchandise on the right and lounge wear in the back along with a spacious dressing room area.

Store Profile: New York, NY •  1230 3rd Ave (between 72nd St & 71st St) New

York, NY 10021 •  This Anthropologie is a free standing store located

in the Upper East Side neighborhood next to many shops, markets, restaurants and salons.

•  The exterior is rectangular shaped with wood siding and large square windows along with the double door entrance. The building was previously a theater.

•  The interior of the store also has the rustic wooden floors and cream colored walls. The ceiling is extremely high and the store is made up of multiple floors. The space exceeds over 10,000 square feet. This gives the store a very spacious and clean feel.

•  The store is very bright from lighting that is made up by multiple unique chandeliers and natural lighting.

•  This Anthropologie focuses mostly on their home merchandise displaying sections of it all through out the store.

Customer Profile: Santa Monica, CA •  Geographic:

–  Region: Santa Monica, California 90401 –  City Size: 5,200 –  Urban/Rural: Urban –  Climate: Warm

•  Demographics: –  Age: 30-39 –  Sex: Female –  Family Life Cycle: Single –  Income 35,000+ –  Education: Bachelors Degree –  Occupation: Management/Professional –  Religion: All –  Ethnic Background: All

•  Psychographics: –  Social Class: Middle Class –  Personality: Energetic, Outgoing, Artistic –  Life-style: Explorer, Independent –  Likes: Trying new trends, Surfing and Yoga –  Dislikes: Neutral colors and wearing heels

Customer Profile: Chicago, IL •  Geographic:

–  Region: Chicago, Illinois 60657 –  City Size: 66,800 –  Urban/Rural: Urban –  Climate:    Seasonal Warm and Cold

•  Demographics: –  Age: 20-29 –  Sex: Female –  Family Life Cycle: Single –  Income 50,000+ –  Education: Bachelors Degree –  Occupation: Management/Professional –  Religion: All –  Ethnic Background: All

•  Psychographics: –  Social Class: Middle to Upper Class –  Personality: Goal-oriented, Sociable –  Life-style: Reformer, Independent –  Likes: Family, friends, cooking and decorating –  Dislikes: Bright colors and clutter

Customer Profile: New York, NY •  Geographic:

–  Region: New York, New York 10021 –  City Size: 102,000+ –  Urban/Rural: Urban –  Climate: Seasonal Warm and Cold

•  Demographics: –  Age: 30-39 –  Sex: Female –  Family Life Cycle: Married –  Income 50,000+ –  Education: Bachelors Degree –  Occupation: Management/Professional –  Religion: All –  Ethnic Background: All

•  Psychographics: –  Social Class: Middle to Upper Class Class –  Personality: Confident and Friendly –  Life-style: Accomplished, Creative –  Likes: Trying new restaurants, Traveling, Blogging –  Dislikes: Wearing the same piece the same way twice

Customer Profile Comparisons

5,200

66,800

102,000

Santa Monica Chicago New York

Population Santa Monica Chicago New York

Customer Profile Comparisons

Santa Monica Chicago New York White 73% 82% 86% Hispanic/Latino 12% 8% 5% Asian 7% 5% 6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 

100% Race

Customer Profile Comparisons

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Santa Monica Chicago New York

20-29

30-39

40-49

Age

Customer Profile Comparisons

0% 10% 20% 30% 40% 50% 60% 70% 

Santa Monica Chicago New York

Single 

Married 

Marital Status

Customer Profile Comparisons

Santa Monica, $36,461  

Chicago, $55,647  

New York, $75,472  

$0  

$10,000  

$20,000  

$30,000  

$40,000  

$50,000  

$60,000  

$70,000  

$80,000  

Santa Monica  Chicago  New York 

Median Income

Impact From Customer Comparisons

•  Population is highest in New York because of apartment buildings and then Chicago.

•  Santa Monica should carry a wider variety of colors since it has the largest mixture of race.

•  The age comparison could impact the merchandise like the size and colors. Chicago has a younger market so they may need smaller sizes and be more open to newer trends.

•  Marital status comparisons show that New York has a higher rate of marriage so this market may want more sophisticated clothing. Majority of the population in Chicago and Santa Monica are single so they have more discretionary income.

•  The income comparisons show that the New York market has the highest income and Santa Monica has the lowest, therefore the New York store should carry the more expensive dresses and Santa Monica the more reasonably price dresses.

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Six Month Business Plan 

C L A S S P L A N

August Purchases

Evening

Evening

Evening

Evening

Day

Day

Day

Day

Maxi/Midi

Maxi/Midi

Maxi/Midi

Maxi/Midi

Other

Other

Other

September Purchases

Evening

Evening

Evening

Day

Day

Day

Day

Maxi/Midi

Maxi/Midi

Maxi/Midi

Other

Other

Other

October Purchases

Evening

Evening

Evening

Evening

Day

Day

Day

Day

Maxi/Midi

Maxi/Midi

Maxi/Midi

Other

Other

Other

Other

November Purchases

Evening

Evening

Evening

Day

Day

Day

Maxi/Midi

Maxi/Midi

Other

Other

December Purchases

Evening

Evening

Evening

Day

Day

Day

Day

Maxi/Midi

Maxi/Midi

Other

Other

Other

January Purchases

Evening

Evening

Day

Day

Day

Maxi/Midi

Other

Other

Marketing Plan

August 2013

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3

4 5 6 7 8 9 10

11 12 13 14 15 16 17

A A A A A

18 19 20 21 22 23 24

25 26 27 28 29 30 31

A A A A A

EVENTS

13-17: Summer Sale

40% off all summer merchandise to make room for Fall Apparel

26-30: Employee Appreciation Week

Monday: Employees get an additional 20% off Apparel & Accessories

Tuesday: Food & Drinks Supplied

Dolor sit amet

Wednesday: Employees get an additional 20% off Home

Thursday: Food & Drinks Supplied

Friday: Raffle for employees to win prizes

September 2013

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

A

A

22 23 24 25 26 27 28

A

29 30

EVENTS

15: Employee Education

Regional Manager will conduct employee meeting on new Maeve Fall Line

19: Employee Contest (til 30th):

Competition between sales associates and managers on who can sell the most Maeve merchandise.

Winner gets 75% off any one Maeve item

24: Trunk Show

10-5pm viewing of new Maeve Fall Collection

October 2013

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5

A

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

27 28 29 30 31

A

EVENTS

5: Fall Fashion Show

Employees and their friends and family will model new fall items to show fit to customers and showcase new items

27: Employee Meeting:

Employees will be asked to fill out sheet on where their interests lie in helping out over the holiday season. Ex visuals, styling, shipment

24: Trunk Show

10-5pm viewing of new Maeve Fall Collection

November 2013

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2

3 4 5 6 7 8 9

10 11 12 13 14 15 16

A A A A A A A

17 18 19 20 21 22 23

24 25 26 27 28 29 30

A

A

A

EVENTS

10-16: Seasonal Employee Training

Week of training for new seasonal employees and learning what areas they are interested in working in

27: Employee Sale:

Employee Black Wednesday Sale of 50% off all sale items all day

29: Black Friday Promotion:

Customers receive 50% off all sale items all day

December 2013

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5 6 7

A

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

A

A

A

A

A

A

A

29 30 31

A

A

EVENTS

7: Charmed Party:

Event for customers to come in and create charm bracelets for holiday gifts and enjoy free snacks and drinks

22: Employee Holiday Party:

After hour get-together with employees that includes prizes, free food and drinks

23-30: Eight Days of Dresses:

Showcase 8 holiday dresses and each one will be offered at 15% off one of the eight days

January 2013

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5

A A A A

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

27 28 29 30 31

A A A A A

EVENTS

2-5: New Years Sale:

40% off select merchandise

27-: Employee Meeting and Display:

Employees will be provided breakfast and become informed on new merchandise and help with floor layout and window displays.

28-31: New Merchandise Marketing:

Showcase new merchandise and new floor layout and window display

Gross Margin Projection

August

September

October

November

December

January