The Latin Quarter CREATIVE BUSINESS PLAN FOR:“THE LATIN QUARTER”
TABLE OF CONTENTS:


I. Pre-Planning


A. Store Concept Summary……………………………………


B. Mission Statement…………………………………………..


C. Name of store and logo…………………………………….


D. Customer Profile…………………………………………….


E. Competitive Report………………………………….………


F. Location and site evaluation……………………………….


G. Visual Strategy and design concept………………………


H. Management structure……………………………………..


I. Legal issues and insurance………………………………..


J. Financial evaluation…………………………………………


II. Merchandising Responsibilities


A. Predicting Fashion Trends………………………………….


B. Planning


1. Merchandising Statistics……………………………….…


2. Merchandising Assortment Plan…………………………


C. Purchasing-Market Strategies for purchasing…….………


D. Promotional Strategies


1. Assign internal store responsibilities…………….……..


2. External……………………………………………………


I. Pre-planning


A. Store Concept Summary:


The Latin Quarter is a special fashion boutique showcasing unique designs from Latin America designers.


The uniqueness of each Latin designers work will be a strong buying incentive.


Our primary products lines are tops, pants, skirts and bikinis. Styles and fixture are the beading and high quality fabrics that offer reasonable prices.


They are geared to a modern generation that is looking for high quality, sexiness and status when dressing up.


The most important thing for us is that each customer feels unique and special when they are buying at our store.


B. Mission Statement:


Our intention is that the Latin Quarter will become recognized and valued in Florida for the work of new designers who are extremely talented and willing to explore the world of fashion by offering customers a sexy look with beautiful textiles and a unique Latin touch. Since that is what fashion is all about.


We will accomplish our goal by developing these designers, encouraging their innovative styling and delivering their styles in a store full of excitement, personalization and unique fashion surprises that will appeal to the modern women. We will try to position the store true the years as a store geared for a modern generation that looks for high quality, sexiness and reasonable prices.


C. Name of store and logo:


The name we decided to choose for our store is THE LATIN QUARTER.


The main reason for having the word Latin as part of the name is because our merchandise will be design only by Colombian designers.


The word Latin will give people a feel for what the store offers, Latin designers merchandise. We felt that by having the word Latin instead of “the Colombian quarter” was going to give the store a higher image since Latin America covers an entire continent and sounds better than just saying Colombia, which is a small country in South America, that is just starting to be somewhat recognize for it’s fashion. The truth is that Colombian designers have a strong potential of becoming world recognized and the Latin Quarter will help promote and push these talents into the US.


The logo has five main colors (orange, pink, brown, purple and red) we choose these colors as a representation of modernity, brightness, colorfulness and originality.


D. Customer Profile:


The target market for The Latin Quarter are sophisticated women from ages 20 to middle 40’s with an upper moderate economic status (see exhibit #1). These women are categorized as sophisticated people due to the fact that they like to dress modern but at the same look elegant, trendy and sexy (see exhibit #2).


Their lifestyles defer from being career oriented (see exhibit #3), to being socially active (see exhibit #4). Our customers are friendly woman, open-minded and fun to talk to (see exhibit #5) but the most important thing of our customers are that they have great attitudes (see exhibit #6). The customers that buy in the Latin Quarter will have a common goal, which is to feel and look sexy, and at the same time be fashion oriented (see exhibit #7) but the most important thing about them all, is that the are all looking for fashionable items that are reasonable priced and with a different touch, a Latin designers touch. Our customers also like to take care of themselves by exercising and eating healthy, it seems that they all like the thin and curvy look (see exhibits # 8).


E. Competitive Evaluation:


The name of the store, which I decided to visit, was “La Petite Francaise”. It is located in Aventura Mall, and is approximately 1200 square foot. The store is a great example for my competitive report because La Petite Francaise is offering exclusivity by presenting French designers. Exclusively both stores target moderate to high-income women, who likes to dress fashionable and feel sexy.


The outstanding brands in La Petite Francaise were Seven, Follies,