It was an presentation powerpoint in my retail management class. I presented the project Venus&Mars trendy apparel store with my group members.

1. Venus & MAR
Presented by: Jiajia, Noemie
Thibaut, Anne
Mathilde, Eric

2. Overview
• Unisex apparel store
• Mission Statement
– We provide quality, trendy and sophisticated
apparel and related accessories for both men
and women aged from 18 to 30. We offer a nice
ambiance with a good layout for our customers.
• Type of Ownership
– Independent store adjusted to the local market

3. Objectives
• Sales Objectives
– Target 15% of the unisex apparel market share
– Gain 50% gross profit annually
• Image Objectives: 95% of our customers agree
that:
– Our store delivers fashionable and sophisticated
products
– High quality customer service
– High prices reflect special design and quality of
goods

4. Our Target
• 18-30 years old
• Male / Female
• Incomes up to $70,000
• College students & employed adults
• Customers interested in Fashion

5. Customer Decision Making
• Usage of commercials: TV ad, Press, Fashion
Magazines, Website…
• Store atmosphere, layout

6. Customer Needs
• Knowledgeable, well trained, available
salespeople
• Store atmosphere, layout, decent sales
floor
• Prices

7. Positioning
Price Apparel depth
Venus&Mars
Venus&Mars Macy’s
A&F
Macy’s A&F JC Penny
JC Penny
Target
Wal-Mart
Wal-Mart
Apparel Width Apparel width

8. Positioning
Apparel depth
Venus&Mars Macy’s
A&F JC Penny
Target
Wal-Mart
Apparel width

9. Attracting Customers
• Front design
• Store atmosphere, layout
• Music plaid.
• Products
• Sales force

10. Location
Venus & MAR

11. Census Reports
• Age Distribution by
Sex, 2000
Male Female
Percent Percent
Number Number
Total
298,839 48.57% 316,462 51.43%
Population
15-19 19,963 3.24% 18,146 2.95%
20-24 15,184 2.47% 14,113 2.29%
25-29 16,022 2.60% 16,223 2.64%
Total Target
51,169 8.31% 48,482 7.88%
Population
Source:
http://www.censusscope.org/us/s34/c25/chart_age.html

12. Census Reports
• Household Income, 2000 (1999
Income) Number
Percent of Total
Households
Total Households 224,447 100.00%
Less than $9,999 12,292 5.48%
$10,000 - $14,999 9,194 4.10%
$15,000 - $24,999 17,684 7.88%
$25,000 - $34,999 19,394 8.64%
$35,000 - $49,999 28,030 12.49%
$50,000 - $74,999 43,074 19.19%
Total Target
129,668 57.78%
Households
Source: http://www.censusscope.org/us/s34/c25/chart_income.html

13. Competition
• Apparel stores
• Accessories stores
• Well-known designers
• In and surrounding the Mall

14. Competitors
• American
Eagle
• American
Express
• Zumies
• Abercrombie
• Guess
• Banana
Republic
• Armani
Exchange

15. Perceived Risks
• Functional : Quality
• Physical: Fabric allergies
• Financial: Price
• Social Risk: Social dislikes
• Psychological
• Time Risk

16. Store Name
• Venus & MAR
• Speak to everyone
• Message to convey: “we have a perfect
understanding of men and women, and
that knowledge can be seen through our
clothes”
• Use two different fonts

17. Store Atmosphere
• Objective: Create an intimate and luxurious
atmosphere
• Rectangular shape: Not too big, not too small
• Colors: Store is divided in 2 sides(men and
women)
in order to facilitate the buying
process
– Men side in blue and grey
– Women side in dark plum
• Lights:

18. Store Atmosphere (Cont.)
• Sound: Soft background music – trendy music
• Scent:
– Recognizable
– Fresh scent: adapted to both men and women
• Temperature: Adapted to the seasons
– We want our customer to feel good at all time.
• Theme: VERY IMPORTANT
– General background
– Needs of specific seasonal decoration
(for customers not to get bored)

19. Layout
• Outside window: Very important to catch
customer’s eyes
Seasonal displays with mannequins
• Two Entrances: For a better visibility
• Functional display:
Women’s Apparel is on the left, men’s apparel is on
the right,
accessories are by the check-out
• Seasonal displays: To increase extra/unplanned
purchase

20. Accessories Accessories
Layout Fitting rooms CHECKING Fitting rooms
Women’s Clothes: Men’s Clothes
- Market segment -Market segment
- Functional -Functional
Seasonal Display
Women traffic flow Men traffic flow
pattern pattern
Seasonal Displays with mannequins
ENTRANCE ENTRANCE

21. Products
• Unisex Apparel – T-shirt, Jeans, Sweater,
Coat, Pants, Polo for men, dress for women
• High Quality
• Product mix: deep and narrow
• Trendy and modern style
• Matching accessories – Scarf, Gloves,
Handbag, Socks, Polish, Ear-rings, Necklace,
Bracelet

22. Customer Services
• Our goal: Make our customers shop easier.
• Extensive selection:
– Free alteration
– Free shipping for online order (>$100)
– Coupons discount
• Knowledgeable salespeople
• Customers must never leave unhappy

23. Price Strategy
• High-end pricing strategy
• Demand-oriented pricing strategy
• Prestige pricing strategy
– for high quality, fashionable clothing such as
leather coats
• Multiple-unit pricing strategy
– offer discounts to customers who buy in
quantity

24. Promotion
• High Emphasis
• Spend 4-5% of sales on ads, 8-10% on
personal selling and customer service
• Advertising
– Our own website: http://www.venus&mars.com
– Fashion magazine & our own seasonal
magazine
– Direct Mail with nice catalogs
– TV advertising
– Posters & Signs

26. Personal Selling
• High Emphasis
• Hire 3 female salespeople and 3 male
salespeople
• Required tasks for salespeople to perform:
– Greet customer
– Listen to customers’ needs and give appropriate
help
– Stimulate the sales of impulse items
– Stress “hassle-free” return policy, and complete the
transaction
– Constantly keep the store clean, and layout well

27. Sales Promotion
• A low emphasis on sales promotion
• Make our loyal customers feel prestige
• Offer special discounts for our
membership customers
• Provide some discounts in holidays
such as: Thanksgiving and Christmas

28. Ethical Policies
• High Quality products
• “Hassle-free” return policy
• Moral obligation
• Ethical obligation
• Trustworthy
• Fairness
• Honesty
• Respectfulness