LingerieShopBusinessPlanSampleMarketAnalysis|Bplans
clair de lune
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2.
Women 18-24
3.
Brides
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Within a 15 mile radius, there are 256,303 women aged 25-59 with a growth projection of 270,040 by 2008.
While we do not have statistics that quantify the number of women 25-59 with household income of $75K+, we can estimate that
number. Within a 15 mile radius, 32.2% of households have an income of $75K+. If we apply a 32.2% factor against 256,303
women aged 25-59, that gives us 82,529 potential customers in Segment 1.
Market Potential for Target Segment 2:
There are 7,140 women 18-24 that live within five miles of our location. That number is projected to grow to 8,578 by 2008.
Since18-24 year olds are much more likely to be impulse purchasers, we are limiting our market potential number to a five mile
radius for this age group.
Wehave not put a household income qualifier on this segment, since the age group includes students and youngsingles thatare
only supporting themselves rather than an entire household. Many in this age group are Victoria's Secret shoppers, and
Scarborough Research data shows us that two-thirds of their customers have a household income under $75K. However, we
believe it is realistic to assume that many women in this target segment still reside in those $75K+ households referenced above.
They take advantage of available disposable income to purchase lingerie.
Market Potential for Target Segment 3:
The Kansas City Star tells us that approximately 15,000 women get married in Kansas City each year. If weconservatively
estimatethat an average of three persons (including the bride) will be purchasing bridal lingerie for the bride, that gives us a
market potential of 45,000 women in this category.
Overall Potential:
Expenditures on women's apparel within a five (5) mile radius in 2003 was $113,444,950. We can assume that approximately
14%of that total wasintimate apparel, based on national averages. We can then estimate that there were
$1,588,293expenditures on intimate apparel within a five mile radius. clair de lunewould only need to capture 2.8% of that
potential market to meet our sales forecasts for 2004. And that is only looking at expenditures withinthat five mile radius.
Source: ESRI BIS forecasts for 2003 and 2008
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MARKET ANALYSIS
YEAR 1
Potential Customers
YEAR 2
Growth
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YEAR 3
YEAR 4
YEAR 5
CAGR
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5%
82,529
86,953
91,614
96,525
86,953
1.31%
20%
7,140
8,568
10,282
12,338
8,578
4.69%
0%
45,000
45,000
45,000
45,000
45,000
0.00%
1.07%
134,669
140,521
146,896
153,863
140,531
1.07%
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U.S. 18+
<$50
$50-99
$100+
<$50
$50-99
$100+
<$50
$50-99
<$50
$50-99
$100+
18-24
13.1
10.8
14.5
10.4
12.8
10.1
10.2
11.5
14.0
12.0
12.6
10.1
25-29
8.5
8.3
10.0
11.1
7.8
9.5
9.3
8.6
9.2
8.3
9.0
10.2
30-34
10.0
9.9
9.9
16.9
9.6
10.8
13.2
10.3
10.3
9.9
10.6
13.2
35-39
9.9
12.7
9.2
11.0
10.5
10.0
12.4
10.7
11.4
10.7
10.2
12.0
40-44
11.23
13.1
11.9
6.7
10.6
11.9
17.7
11.3
15.1
11.5
12.9
16.2
45-49
10.0
8.9
10.2
10.9
10.5
13.6
11.1
10.5
12.4
10.4
12.3
11.4
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50-54
8.9
10.1
13.2
13.2
9.8
11.5
8.7
10.1
10.1
9.8
11.0
9.2
55-59
6.9
8.7
8.1
9.1
8.6
7.4
7.7
8.0
7.0
8.0
7.6
8.5
60-64
5.4
5.1
5.4
6.4
5.7
5.1
4.0
5.4
3.8
5.4
4.7
4.0
65-69
4.3
4.1
2.2
2.8
4.4
3.8
2.5
4.4
2.1
4.3
3.3
2.4
70-74
3.9
3.0
2.1
1.5
3.6
2.8
1.8
2.9
2.4
3.3
2.8
1.5
75+
7.9
5.4
3.4
0.0
6.2
3.6
1.5
6.4
2.1
6.3
3.1
1.4
U.S. 18+
<$50
$50-99
$100+
<$25K
22.3
20.0
12.9
7.7
$25-35K
11.4
11.2
7.6
6.1
$35-45K
10.7
10.4
9.7
11.1
$45-60K
13.7
14.6
15.3
12.6
$60-75K
11.4
11.4
11.3
9.2
$75-100K
12.9
14.0
19.0
20.6
$100-150K
11.1
11.9
14.8
21.2
$150-200K
3.6
3.7
5.7
7.4
$200K
2.9
2.8
3.7
4.2
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Young women 18-24 shop more often and are likely to be current Victoria's Secret customers
We can offer this segment better customer service, higher quality merchandise and more selection that they
are used to receiving at Victoria's Secret.
Teens (13-17) often have media created tendencies; they are avid readers of fashion magazines.
With ever-increasing disposable income, purchase decisions are influenced by those publications and peers.
While not with in our core target demographic, they are also influenced by mothers and older sisters and
may follow their purchase paths.
On Gossamer
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Victoria's Secret is the leading specialty chain and garners approximately a 20% share of the U.S. bra market, according to NPD
Group.
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None of these stores carry the international brands and up and coming labels that will be offered at clair de lune.
The rest of the women's intimate apparel sales are primarilythrough non-chain specialty stores, other national chains (e.g.
Gap) and Internet/direct mail (catalog sales).
4.3.2 Trends
The U.S.Intimate Apparel industry appears to be healthy. Women's Wear Daily reported that for the 12 months ending October
2003, total volume in dollars was up 4.3 percent, and total volume units were up 6 percent. The largest percentage increases
came from the daywear category with sales up 27.1 percent and units up 27.5 percent.
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Women's Wear Daily reports that department stores and chain specialty stores are losing market share. We assume that much of
that erosion is a result of the increasing confidence in Internet shopping and where available, specialty retailers. IAEs recognize
that a specialty boutique such asclair de lunewill offer excellent customer service, product knowledge, personal fitting service,
custom order options and wonderful product.
Innovations in textiles and manufacturing have caught consumer's attention. Seamless undergarments that permit a greater
range of motion and a smoother silhouette as well as new generations of microfibers that keep a body warmer, cooler or drier
have encouraged consumers to seek out garments and fabrics that meet and exceed their demands.
The hottest trends at the intimate apparel shows in New York in March 2004 were:
Increased interest inand availability of plus-size undergarments
Innerwear that crosses over to outerwear
Multiple silhouettes in panty styles, with popular junior styles such as boy briefs showing up more in mature lines
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4.0 Market Analysis Summary (market_analysis_summary_fc.php)
Market Segmentation (market_analysis_summary_fc.php#4.1_Market_Segmentation)
Target Market Segment Strategy (market_analysis_summary_fc.php#4.2_Target_Market_Segment_Strategy)
Industry Analysis (market_analysis_summary_fc.php#4.3_Industry_Analysis)
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7.0 Financial Plan (financial_plan_fc.php)
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MARKET RESEARCH
Market research reports for Apparel And Accessory Stores industry. (/industry_reports/apparel_and_accessory_stores/56/)
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