Six-Month Merchandise
Plan Project
Mi Ri Han, Ilynn Yang, Mika Page
RCS 361
Spring 2010
Introduction
Our team has decided to open up an athletic-wear store for females. We are calling our
store Miles. We believe this name will fit our target market and store image very well. The
name Miles comes from a female name that is active. This name is considered feminine yet
athletic. We are opening our store in Los Angeles, CA. We have a short amount of time to
create this line and open up our very first location in Los Angeles. We decided to open up our
store in this city because of the body conscious women who care about their appearance that live
here. Staying fit and being healthy is a trend in this city and we believe they would love our new
store.
Customer Profile
Our target market is focused on women. Our store is targeting the age group of twenty to
forty year old females. The income of our target market is middle to upper-middle class making
around $50,000 average and up. Our target market is body conscious and healthy. She cares
about her style but is also very busy with their jobs. She is always on the go whether it is taking
care of her child or working on a very important project to meet her deadline. Her interests
include fitness, working out, yoga, healthy eating, cooking, and reading. Our target market is
very well-educated and has been through the education process. She has either completed
college or is currently attending graduate school. The older side of the target market, she has
already established herself professionally and has a career in business or education. She has a
boyfriend or is already married. Her significant other is similar to her, he likes to work out as
well and stay an active lifestyle while working hard at his job.
Our target market is body conscious so therefore she likes to read magazines especially
Fitness Magazine, Self, and Shape. She likes to use these as sources to find recipes and easy
workout plans to would go with her schedule. Our target market is very in-tuned with
community events. She attends community events such as local art shows, openings of local
restaurants, and neighborhood cookout parties. She is very social and has established a social
network from community events, the gym, and her job. Therefore the community knows her and
her husband very well and is very fond of her. She is very popular within this city because of her
social skills. Her job is most likely in the business field. She has a strong interest in marketing
and public relations.
Marketing and Promotional Mix
Our store is a brand new store so we decided that first way to promote our store is
through the community. Since our store is based in Los Angeles, we would first promote
through here. A couple of weeks before our store opens up our promotion team will make fliers
to post up around gyms, malls, restaurants, and other local establishments (where it is allowed).
Also we will post an advertisement up in the Los Angeles Times newspaper in the business
section so our local consumers can see this! Since our store is just opening we would have a
promotional discount for our first week of opening. The first week of our store opening we are
offering our customers a 10% off discount off on their entire purchase! We believe that this will
bring in a heavy traffic in our first week and therefore word of mouth will be put into place.
We definitely use the media as a great source. Asides from the local newspaper, we will
have a Twitter and Facebook page for our online users. Our advertisements will pop on
consumer’s emails and Facebook profile for those who have a high interest in this field. We are
also putting our advertisement in local magazines such as Los Angeles Magazine, Mondo Times,
and Los Angeles Confidential Magazine. Since our store is only located in Los Angeles we
would like to have heavy advertising and promoting in this city. If our store is a success in this
town we may expand around California and the west coast and eventually the United States.
Six Month Merchandising Plan – Repot & Spreadsheet
This is my six-month merchandising plan for my retail math class. This assignment was done
with a group and we were to create a line along with a basic marketing and promotional mix as
well as creating a target market. Along with our line, we were to create a six-month
merchandising plan in a spreadsheet. Our group decided to create a line of active-wear for
female in California. We also created a six-month merchandising plan of when exactly our sales
would be the highest and when it would be the lowest. In this assignment, it gave us a chance to
showcase our retail math skills.