Simply Vague is a clothing company that is for the everyday women who is on the go. These styles of clothing are for the fashion forward women, I see in NYC. She is a classy, sophisticated and simply elegant workingwomen. She is always on the go, and with the pieces being very neutral oriented she can easily switch her options and create an outfit in seconds. Simply Vague’s designs are a modern take on classic style but with an emphasis on fit that creates statement pieces in every women’s closet. The effortless style shows a youthful and fun and flirty side to any women giving her a carefree personality.
Starting out I want to sell our line in Bloomingdales and Nordstrom exclusively and see how well the line does as a test run. Eventually I want to open up my own boutique in Soho, NY and East Hamptons and expand throughout the country. In stores our line will include blouses, jackets, blazers, trousers, jeans, jewelry, belts and accessories. Our merchandise would also be available in stores willingly and online.
As for the demographics women between the ages of 24- 38 who are workingwomen in offices and starting their careers in urban areas. College educated and working in an office in an urban area with an income that starts around $75,000 and is elegant, sophisticated and clean cut. These looks will help to frame any body type with certain silhouettes that compliment a women’s body. The styles will be versatile for day and night with a stylist in every store.
Simply Vague’s main competition is Paper Crown featured in Nordstrom. Their line is simple, has earthy colors and neutrals with some glitter as well. The price points are the same ranging from $200-$400 dollars for the line. Simply Vague will be sold exclusively to Bloomingdales starting in mid February. Bloomingdales has a reward card that every dollar you spend you earn 3 points using your Bloomingdales store card. With this I want to use incentives like double the points for the first month of the lines launch date. Doing this I hope to increase sales and spread the brands name and image. I also want to have private sales for exclusive items to consumers who have more than 5,000 points each month as another marketing strategy. This will both increase Bloomingdales reputation and their sales promoting people to spend more and feel like they’re getting something in return exclusively. What sets Simply Vague apart from Paper Crown is our new maternity clothing line called Simply M.
Simply M is a stylish maternity line that for women who want to looks sexy but have comfort at the same time. The clothing will follow the same approach by flattering your shape to fit you no matter what the trimester. What is unique about our clothes is that it is designed to fir every trimester of your pregnancy. Dresses are comfort and easy to wear during pregnancy so their will be 5 zippers that are adjustable on every dress. Their will be 3 hidden zippers on the back to adjust to 2’’, 4’’, and 6’’; and 2 zippers on each side with an adjustable 2’’ or 5’’. You could mix and match the sizes as to what your comfort level is and how far along you are in your trimester. The brand personality of Simply M is to provide comfort, sophistication, loyalty, and friendly service to our customers.
Our target market is a pregnant or expecting mother of the ages of 25-40 years old. I want these looks to be fashion forward and help women feel confident and sexy again. Our in store experience will give women healthy food options of platters of cheese, vegetables and fruits with cold water and juice to help them stay hydrated. I also want to have calm and soothing music such as waves and really want to cater to their every need and make them feel appreciated. There will be special parking spots outside the store for expecting mothers so they don’t have to walk as far. As a first customer if you sign up for exclusive emails you will receive 10% off your next purchase. Further down the line when we open our own store I hope to have a loyalty card for every $1 you spend you get 2 points and the more you spend the more benefits you will receive.
To promote the brand I want to use a variety of advertising throughout different forms of social media and magazines. I want to have half page ads in “Fit Pregnancy Magazine” and use Pandora ads announcing store locations and promotions which 50% of moms use. I also want to upload pictures on Pinterest with “how to wear” certain looks and different looks for day and night. With Facebook being the most usage of mothers by 78% I hope to have a Facebook page showing stores opening and the first 100 customers will get a free gift with any $50.00 purchase. Using these promotions I hope to increase sales and put our name out their once we start opening new stores and bring awareness to new possible consumers.
Our mission statement for Simply M is “To encompass the everyday lifestyle of women who are expecting and make them feel sexy and full of life again. Simply M wants to make you feel that initial glow all the time in the clothes you wear feeling comfortable enjoying this amazing journey that lies ahead. Appreciating not only your body but taking care of it is what counts. Feeling fat may last for nine months but the joy of becoming a mother lasts forever.” I really want to show women how important this time in their lives are and help them embrace this amazing experience.
If all goes well in the company I hope to open my own store in Soho, NY and the Hamptons on Long Island first and expand to LA and further up the east coast. Our website will be unique in allowing consumers to upload photos of themselves and “try on” the clothes before you purchase it. Our website will give consumers the opportunity to purchase clothes in areas our stores are not located. Our Vision Statement is “Our healthy lifestyle strives to inspire women to be the best that they can when going though something as drastic as pregnancy. Being the best you can be while still looking sexy while pregnant.” Years in advance I hope to have baby’s clothes and turn it into a store experience. Mothers can shop for clothes for themselves and start shopping for their baby as well. I want to be able to offer everything you need for expecting mothers and their children’s clothes all in one store.
I believe Simply M has a lot of potential to change the way women not only feel but look during pregnancy. These new looks will make women feel beautiful and keep their fashion sense while pregnant without looking not put together. Having signature looks will help consumers in making easier decisions for themselves. Simply M brings back fashion to pregnancy and give women a glow all throughout 9 months.
