Little
Llama
Business Plan
Chelsea Irwin, Taylor Hilton, Kaylee Horner
Table of Contents
Introduction..................................................3
Industry Segment Analysis...........................4
Target Market Analysis..................................9
Competitor Analysis....................................18
Triple Bottom Line.......................................29
Merchandise Assortment............................34
Marketing Plan.............................................49
Visual Merchandising Plan..........................65
Branding......................................................77
References...................................................83
Introduction to the Report
In January, our group was assigned the task of creating a theoretical retail store that
would open in Manhattan, KS. Over the course of the semester, we considered many factors
and conducted research using knowledge we’ve gained over our college career. We had to
consider our target market’s needs, forecasted trends, and strategies to properly market and
attract the customer we wanted.
Next, we looked at how our target market would dress and chose a WGSN forecast to
model our merchandise assortment after. From there, we chose marketing strategies to get
our name and aesthetic out. Finally, we created a visual merchandising plan to help promote
our merchandise in the store.
Overview
For our retail concept, we have decided to focus on the lack of options for
childrenswear in the Manhattan area. Our store, The Little Llama, will focus on the
Generation X grandparents and Millennial parents buying clothing for their children ages 0-8
at a moderate price point. In a survey we conducted, Manhattan parents prefer to spend less
than $150 on clothes for their children in a single shopping trip. After finding this data, we
decided we needed to find a way to keep our prices affordable while maintaining product
quality. Children, especially newborns, grow out of clothes within six months (Brophy, 2017).
In most cases, parents do not want to spend that much on baby clothes since it is only worn
for a few months.
Market Demands
Global Industry Analysts, Inc. forecasts growth for the global market of childrenswear
to reach $321.6 billion by 2024. The increase is driven by factors such as the increase of
technology that exposes more children to the media, our society’s desire to have material
things and a lot of them (Global Childrenswear Market 2016-2020, 2015). As parents start
having kids later in life and are more established in their careers, families have more
disposable income and are willing to spend impulsively. Millennial parents are choosing to
integrate their children into their lives more and more every day, which in turn increases the
role of children in parents purchasing decisions (Millennial Parents, 2017). Seeing
childrenswear industry forecasts are encouraging not just for Manhattan, but as a whole
country. Our choice to open a children’s store in Manhattan shows promise as we look at
spending patterns for childrenswear, as well as the increased desire and need for quality
We are also seeing a trend of women waiting to have children later in life, and we
believe this will greatly affect our market demands. According to Rae Ellen Bichell from NPR,
the main force pulling the average age to the older end of the spectrum is a decrease in the
number of teen pregnancies. Over the past 15 years, the proportion of first-time mothers
younger than 20 years old dropped from 23 percent to 13 percent (Bichell, 2016). With our
children’s store in mind, we are wanting to connect with our target market and the age of
these older women that are having children. We also need to keep this in mind for our buying,
marketing, and public relations strategies for our store. With older age, there comes a higher
household income and more disposable income to spend on clothing and other items for
yourself or others. According to the United States Census Bureau, the top three areas in
Manhattan with the highest income were Manhattan, Westmoreland, and St. George
(“American Fact Finder”, 2010). These three areas will be our main focus for the target market
for new mothers and childrenswear.
Business Trends
As more and more Millennials become parents, there has been a rise in a parenting
style that allows children to be engaged in their parent’s lives at all times. With this,
Millennials are looking to purchase lifestyle clothing for their children that resembles their
own. In recent years, Millennial parents have been seeking experiences that include their
children, whether that be shopping while the child plays in an in-store play area, family
friendly restaurants, or by working in an environment that allows them to work with their
children near (Millennial Parents, 2017). As children become more integrated into their
parent’s lives, so do their clothing options, which, with help from social media, brings out the
“mini-me” trend. Studies have found “functional, yet trendy” pieces have become
increasingly popular for kids thanks to social media and Millennial parents (Bickerton, 2017).
With the integrated lifestyle between parent and child in combination with a
movement of free choice, practicality, and gender-neutrality, there are many directions one
could take in a childrenswear company. Building a store that caters to the experiences
parents want to have with their children and still allows them to shop for the clothing they
need, is a recipe for success in Manhattan as long as we focus on the needs of our target
market.
Conclusion
Our group feels there is a lack of locations in Manhattan that families can shop at for
the children in their life. As women wait later to have children and baby boomer
grandparents have more spending power, families have more disposable income to spend on
childrenswear. This leads us to believe Manhattan would be able to sustain a store that
specializes in trendy childrenswear at a moderate price point. Creating a store that gives
Demographics
Sex
Primarily, we expect mothers to be the ones shopping for childrenswear in Manhattan.
Females between the ages of 23 and 42 makeup 25.5% of the population in Manhattan
(“American FactFinder”, n.d.). These women are the primary targets because they most likely
have families. Nationally, the average age for a woman to give birth has gone up in recent
years according to Rae Bichell. In 2014, the average age for a woman to give birth was 26.3.
With that birth age and our targeted range in Manhattan, it is safe to say that most of these
women are mothers of children within our stores size range.
Generational Cohort
Besides the parents, we expect to have Baby Boomer grandparents come in and shop
for their grandchildren. Those grandchildren have Millennial and Generation X parents, who
will be our high priority target market. Between these two generations, we will have to learn
to run The Little Llama in a way that both generations will be satisfied with their service.
We want to look at Baby Boomers for an idea of a potential target market. As time
goes on, at least 30% of grandparents wish to retire within a mile or two away from their
grandchildren (Garages and Grandkids, 2017). To please both markets, we will have to ensure
our customer service is top notch. Baby Boomers have a tendency to be more demanding in a
retail environment. These customers would like to feel appreciated and are more likely to
“write off a retailer if a sales associate did not appreciate their business, if a store was messy
and if returns were a hassle (Wilson, 2017). Similarly, millennials also would like to feel like
retailers came about them and the experience they are having (Conley, n.d.). Conveniently,
84% of Baby Boomers prefer an in-store shopping experience rather than attempting to order
online, unlike their Millennial children (Wilson, 2017).
Those born on the later end of Generation X are also included in our target market.
Generation X consumers are known for favoring shopping online, rather than in a physical
location (Wroblewski, 2018). They spend time researching large purchases and ensuring they
have made the proper decision and have all the information they need (Wroblewski, 2018).
Considering we will own a small business with no e-commerce option, we will have to ensure
that our social media and store displays educate those Generation Xers (Wroblewski, 2018).
Our Generation X consumers need businesses to be reliable and consistent. They enjoy
family-friendly environments where they feel welcomed and like they can trust the business.
In Manhattan, there are 6,309 children under the age of nine between the two zip codes.
Through research on the Claritas, My Best Segments, we found that a majority of Manhattan,
Fort Riley, and surrounding areas are primarily family households. This leads us to believe
that along with the lack of options for childrenswear in Manhattan, a business like ours could
do well in this area.
Education
Education levels of consumers in Manhattan show that not many went on to pursue
higher education. In Riley County, 95.6% of the population has obtained a high school
diploma, while 46% had a bachelor’s degree, which makes Riley County educated than the
U.S. average (“American FactFinder”, n.d.). Of adults that are between 25-34 years old, 96.5%
Occupation
In Manhattan, there are a variety of businesses that bring many different
opportunities in different industries to people. Thanks to Kansas State University, USD 383,
and other higher education facilities in Manhattan, the most common occupation in the city
is within educational services (Manhattan, KS, n.d.). According to Data USA, many consumers
in the area also work in administration, sales, or management. With new businesses coming
into town in the next few years, growth in these industries is expected. Another large
occupation that many in the Manhattan area hold is an involvement in the military. Fort Riley
is a nearby military base that brings in families often and they have nowhere else to shop
besides Manhattan. As population rises and people move into town, they will bring their
families, which will grow our customer base and drive the need for our store.
Behavioristic Characteristics
Shopping Patterns
We distributed a survey to sixteen parents in the Manhattan area to gain a better
understanding of consumer shopping patterns. Considering Manhattan does not have a large
selection of children’s clothing, we were not surprised to find that a majority of respondents
(73.3%) travel to Topeka or Kansas City to shop for their children. Of those that travel to shop,
only 38.5% of those visit Topeka, as the remaining 61.5% travel to the closest metro area,
Kansas City where there are numerous options for shopping. These shoppers are frequently
going on these shopping trips for their kids, 80% go as often as every month to four months.
The frequency was to be expected considering the rate children grow, only one consumer
said they went every five to six months. This leads us to believe that consumers in the
Manhattan area tend to be planned shoppers, the frequency is too low to classify the
customer base as impulsive shoppers. Mothers especially tend to be more frugal than other
consumers, which leads to creating budgets and planned times for shopping excursions
(Conley, n.d.). They know what they are looking for when shopping and what to consider
before putting money down on their growing children’s clothes.
What Is Important
Through our research, we found consumers in our target market tend to shop based
on how often their children will wear the garment, how it fits, but there was a drop when it
came to how sustainable the item was.
Since there is a high turnover in the life of childrenswear, our consumers are
extremely concerned with how often their child will wear their clothing before buying, with
Consumers in Kid Country, USA have a midscale level income at about $58,000 while
working service mix jobs, at a college graduate education level ("2018 Claritas PRIZM Premier
Segmentation System", 2018). This group has the closest annual income level to the average
Riley county income at $46,609 (“American FactFinder”, 2018). This segment consists of a
household with mostly children, with some of them being homeowners in a town setting.
("2018 Claritas PRIZM Premier Segmentation System", 2018). Some lifestyle choices that
those in Kid Country, USA make are an interest in following college baseball, owning a GMC,
eating at Logan’s Roadhouse, and going on vacations to the Bahamas ("2018 Claritas PRIZM
Premier Segmentation System", 2018). This segment group would shop at our boutique for
gifts for friends and family and would and would probably drift towards discounted items.
The next group that is classified is Up-and-Comers. This group has an upper middle-
income level at only $65,200 a year, while having a mix of management and professional
employment with attaining a college degree ("2018 Claritas PRIZM Premier Segmentation
System", 2018). Up-and-Comers have families with children located in a metro mix. ("2018
Claritas PRIZM Premier Segmentation System", 2018). This segmentation owns a Volkswagen
and watch ESPN classic in their free time. This consumer most likely shops at Gap Kids and
follows college hockey ("2018 Claritas PRIZM Premier Segmentation System", 2018). With the
income level that this segment group is at, they will be shopping at our boutique for their
children and will be a great source of word of mouth for their family and friends to shop at
The Little Llama.
The final segment we will be focusing on is Upward Bound. They are an upscale
income level with an average annual income of $80,000 and most likely have a college level
education that allows them to hold a management or professional career ("2018 Claritas
PRIZM Premier Segmentation System", 2018). This would target homeowners in a metro mix,
We feel that these segments represent our consumer base in Manhattan and
surrounding areas. They have a similar income and lifestyle for the people in the community,
that our business will be located in. Even though these groups have a higher income than the
surrounding areas, we know this store will be an appealing and bring in customers with
similar values as ours.
Psychographics can be defined by the attributes, personality values, and interests that
a people group share. In the Midwest, and more specifically Manhattan, KS, we see attributes
as loyal, kind hearted, and family oriented. When it comes to personality, we know to be true
is that people are friendly, laid back, and are welcoming to others. Values are shaped by
having Fort Riley and Kansas State University in the Manhattan area. Having values that are
surrounded by education, family, religion, and love for country is what shapes Manhattan
and will be for years to come. Having an understanding of these will be key for us to relate to
them when speaking to them, understanding their wants and needs for childrenswear and
overall being a successful business in Manhattan.
Hobbies and interests of those in Manhattan range from sports and wellness, hunting,
religion, and listening to country music. Manhattan is known for being an agricultural focused
city with the amount of research and development the university puts in to it. Consumers
enjoy family time and making time count with those who are closest to them.
The lifestyle of those in Manhattan tend to drift towards being laid back and relaxed,
as well as attempting to live a healthy, well-rounded life. Manhattan is an area where there
are many locations for wellness and recreational activities. These range from parks, sports
fields, health food restaurants, and other recreational locations like Wildcat Creek Fun and
Fitness.
Our next highest VALS group were the achievers. This group places a high priority in
putting their family and jobs first. They have the mindset of “me first, my family first”
(“Achievers”, 2018). This means they will do whatever is necessary to help their families grow
and achieve. Achievers believe that “money is a sign of authority” and might care more about
a brand’s reputation in order to show off their money. According to the VALS type
descriptions, achievers “value technology as a productivity boost”. This might entail that this
type of consumer will do their research on our store before coming in and shopping.
Achievers tend to stick to the status quo and are uncomfortable with straying away from
what they are accustomed too.
Lastly, our final group we decided to focus on were the thinkers. Some key
characteristics of this group is that they “plan, research, and consider before they act”. This
will play a huge influence of how they go about the buying process. VALS says consumers in
this group are financially established and we can tell this by adults waiting to have children
later in life, which allows them to focus on their careers first. Thinkers are not influenced by
fads and trends; these things will not phase this type of consumer. To help them in their
product research “they use technology in functional ways”. This tactic helps them learn
about all the brands, so they can find what best suits their needs. Lastly, they will “buy
proven products”, these are the types of consumers that reads the reviews and care about
what other consumers had to say about a particular product. (“Thinkers”, 2018).
Location
We have selected 406 Poyntz Avenue, as the location for our retail store. Situated in
the heart of downtown Manhattan, Poyntz Avenue is a high-traffic area for retail and
entertainment in Manhattan. Our location is just blocks away from restaurants, the mall,
local specialty retailers, and other family-friendly businesses. The space of 3,375 square feet
is perfect for a versatile retail space with all that surrounds it (406 Poyntz Ave, n.d.). The floor
plan will allow us to create different experiences in different spaces and possibly utilize an
Manhattan draws in retail foot traffic from all over Riley, Clay, and Pottawatomie
counties, due to the lack of shopping in those areas (“Star Bond Feasibility & Market Study”,
2006). Poyntz Avenue benefits from its proximity to the mall and other large retailers such as
Dick’s Sporting Goods, Best Buy, and Wal-Mart (“Star Bond Feasibility & Market Study”, 2006).
Our business will benefit by being within minutes of these locations, as well as the smaller
businesses that occupy Poyntz store fronts. In 2005, a study for a downtown Manhattan
revitalization found there was a $768,282 demand for childrenswear in the area that was not
being met. Although this statistic is thirteen years old, the population in Manhattan has risen
by about 5,000 residents which suggests that demand has only grown since then (“American
FactFinder”, n.d.). All things considered, we believe this location on Poyntz will be the best
option in Manhattan for our childrenswear store and The Little Llama to thrive.
Competitor Analysis
In order to find our top competitors, we analyzed the options available in Manhattan
and selected three companies we believe to be the top childrenswear retailers. The three
companies we identified as our strongest competitors were Target, The Children’s Place, and
Michael + Madge. Choosing these three competitors gives us a variety of pros and cons to look
at with each retailer so we are able to capitalize on their faults and compete.
Target
Overview
Target is a national retailer with over 1,800 stores in the U.S. and have a large online
presence. Striving to be an “upscale discount retailer that provides high-quality, on-trend
merchandise at an attractive price in clean, spacious, and guest-friendly,” shopping at Target
creates an experience for consumers through their displays, in-store concession stands, and
merchandise (Corporate Fact Sheet, n.d.).
Market Profile
The average age for a Target consumer is 40 years old, with an average yearly income
of $64K (Corporate Fact Sheet, n.d.). This consumer more than likely has a family and could
either work or be a stay-at-home parent. Currently, Target holds a 2.08% market share; for
comparison, Wal-Mart holds a 14.09% market share. However, Target is a slightly more
expensive than Wal-Mart and doesn’t have as many locations and they cater to two different
markets. (Corporate Fact Sheet, n.d.)
Target consumers have a high sense of brand awareness and a strong brand loyalty.
Target offers well-known brands, as well as private labels for their clothing departments.
Target also offers great customer service dealing with returns and exchanges. It also helps
Product/Service Profile
Target offers numerous products and offers just about everything you need. Target
does also offer a handful of services. Offering products, furniture, and even a baby registry for
others to help with the upcoming new arrival of their friends and families new babies. They
offer everything from clothing, shoes, bottles, diapers, and so much more. Target has a high
breadth of products in stores and a deep selection. Target offers competitive prices for their
customers, because of their discount price point. They must offer this type of pricing in order
to keep up with their competitors.
Target offers two main ways for customers to save money. First, is the Red Card. The Target
Red Card is a credit card that gives customers a 5% discount with every use. If one doesn’t
want to commit to a card, customers can save by using the Cartwheel app on their phones.
Using this app allows customers to scan their item and the app will tell them if there is any
available savings on said item. At checkout, the cashier will scan the barcode and all
qualifying coupons will be applied and customers can redeem their savings once they
accumulate so many. They also offer coupons in their weekly ads in the Sunday paper for
those who aren’t so technologically savvy.
Target offers two methods of distribution for their customers, e-commerce and brick and
mortar. Shopping online can give customers a little bit more of an assortment. However, the
selection should be pretty close to what you find in stores. Along with e-commerce, you have
the choice to ship your items to the store and this will allow you to save money on shipping to
your home.
Marketing Strategies
Target advertises online, weekly newspaper ads, and TV commercials. They also rely
and the strong loyalty of their fans. Target’s overall advertising themes have a catchy, feel-
good vibe that really gets the consumers attention. On their social media accounts, Target
will do a lot of announcements for their consumers on it. Such as partnering with celebrities
or having a new line being released to stores. Target has several different divisions of their
Instagram; accounts for style, to teachers, and to giving back to their communities. So, the
consumer is really able to focus in on what content they want to see.
The Children’s Place is a well-established North American company and has had a
history of success within the childrenswear industry over the years. According to The
Children’s Place Company Profile, The Children’s Place has roughly 960 stores in the U.S., as
well as 135 stores in Canada. Having locations all across the United States and Canada has
reached not only millions of people just by their brick and mortar store and they also have a
large online presence. The depth and breadth of their products is large and having sizes go
from newborn to size 16 is an advantage for the brand. With this brand having this history of
success with families, this brand will be difficult to compete with when it comes to brand
loyalty in Manhattan, KS.
Market Profile
The Children’s Place targets low income to middle class consumers for their online
site and their brick and mortar stores. They offer discount codes and sales throughout the
year and encourage customers to own a “My Place Rewards Credit Card” for more savings
and rewards when purchasing at The Children’s Place. By offering different styles for boys
and girls, The Children’s Place offers clothing that would appeal to many different types of
people.
The Children’s Place has been in business science in 1989 and have had a mass
following. From their inexpensive children’s clothing to their stores that are wildly popular
they are a brand that is well known and often shopped at. The Children’s Place uses social
media as a platform for marketing and brand awareness for their customers, so they can stay
up to date on new arrivals and sales for the brand. Overall, The Children’s Place has loyal
customers that have been returning to The Children’s Place for years and don’t plan on
stopping until their kids grow out of it.
The Children’s Place has several platforms that they use for marketing strategies. They
use social media to promote their product and inform customers of sales and new trends that
are coming up. This is a way to reach people all over the world that might not have a
Children’s Place near them. Catalogs and seasonal magazines are mailed out to customers
for promotions and marketing strategies. Lastly, you can sign up for emails that The
Children’s Place will send you that will alert you to sales, promotional, and new product that
will be in store and online. Overall, The Children’s Place uses several platforms to educate
and inform customers about product in hopes to make more sales.
Product/Service Profile
The Children’s Place has a wide variety of clothing for both boys and girls in every
category from clothing, accessories, and shoes. With only focusing on childrenswear, they
focus on producing many categories of clothing as possible. From sleepwear, outerwear,
pants, tops, and more, The Children’s Place has the depth of these products in many different
colors, styles, and patterns for many different sizes and ages for children. The Children’s
Place primarily only sells clothing and accessories and does not offer any other services other
than free shipping for their website for customers.
The Children’s Place Prices their merchandise at low cost and affordable prices.
Pricing merchandise for childrenswear can be difficult because customers are aware that
children are growing and will grow out of their clothing within months of buying. The
Children’s Place is aware of this and pricing their product in a way that people feel
comfortable buying their product for their growing children. Pricing strategies for The
Children’s Place is pricing it low and affordable with sales that go on all year round. Providing
The Children’s Place has two main channels of distribution, e-commerce and their
brick and mortar stores thought North America. Having a strong presence internationally is
key to their success in staying open in the future. Customers are expecting to have both
options when shopping so that they can do their shopping in person and online. Having both
be strong options for The Children’s Place is not only necessary for sales but it is necessary to
stay relevant within the retail environment for the company to thrive in.
Marketing Strategies
The Children’s Place offers many promotions during holiday season and all year for
their new products and sales. Promoting through online ads, in store advertising, social
media, and direct emails, The Children’s Place has a plan on how they will draw customers to
their website and store. Promoting sales is key for increasing sales and customers being
happy with their product is what they aim for. Having their customers be educated on what is
new and on sale at The Children’s Place is how to stay relevant in the industry and also
keeping your customers happy.
Advertising themes for The Children’s Place are very consistent thought their social
media and marketing strategies. Having playful colors and trendy graphics is what they aim
for and succeed with in their advertising. Each season has a different style and new colors
and The Children’s Place has strong designs and advertising for each seasonal campaign that
comes along. Overall, with having children’s apparel, keeping the advertising consistent
throughout marketing, social media, and in store advertising is key to attracting new
customers and keep them coming back.
Online promotional strategies that The Children’s Place are actively communicating
to their customers through platforms on Twitter, Facebook, and Instagram. They post photos
of real life customers who are wearing their product and share it with their followers. This is
giving their followers a glimpse into other customers and their children wearing their product
in hopes that they can relate and shop at The Children’s Place as well. Having a strong
platform on all three social media sites is key to have updated and current for their
customers to be up to date on the latest sales, trends, and promotions that they store offers.
Michael + Madge
Competitor Profile
A newcomer to the childrenswear market, Michael + Madge is a specialty
childrenswear store that has recently opened in Manhattan, KS. Michael + Madge is located
within The Boutique, a popular boutique in Manhattan, KS. The Boutique opened the Michael
+ Madge portion of their store in Fall 2017 to try and fill a gap in the market. However, they
only cater to a higher priced clothing for demographic that can afford the higher price point
on their children and grandchildren.
After spending some time in the Michael + Madge section of The Boutique, it was
apparent the section was relatively new to the store. The main competitive advantage
Michael + Madge would hold over our store is the fact it is owned by a relatively well-known
store in the Manhattan area. However, they do not heavily advertise so not many people
know they exist. Another downfall that could also hit Michael + Madge hard is their price
point. Not being able to cater to a majority of the demographic in the area is a weakness. In
most cases, it would be assumed most of Michael + Madge’s sales come from residents who
live in the 66503-zip code of Manhattan.
Market Profile
Michael + Madge targets middle and middle-upper class families in Manhattan. This
demographic is mostly comprised of Baby Boomer grandparents looking to shop for their
grandchildren and parents that are late Generation X category and early Millennials. The
majority of consumers who shop at Michael + Madge most likely have obtained at least a
bachelor's degree and probably work as an educator or in business. These families have
young children ranging from infant to six years old and have reason to wear preppy, casual,
quality made clothing.
Michael + Madge does not own a large share of the childrenswear market due to their
status as a young, small business. They could do well in Manhattan since they are the only
local specialty store, however their merchandise and marketing practices do not set them
apart enough to make them a competitor in the larger markets. It is also hard to tell they
have a space in The Boutique just by looking at the store front. I saw no signage advertising
On social media, Michael + Madge has a weak following with 230 likes on Facebook
and less than 50 on Instagram. Considering they are less than six months old, this isn’t too
shocking, but Michael + Madge has a long way to go with brand awareness and marketing
strategies before hitting their maximum potential. From what I observed in the store and
online, Michael + Madge runs little to no promotional offers.
Product/Service Profile
Michael + Madge offers a selection with limited breadth and depth. There are only a
few racks with clothing and a small number of accessories on shelves around the section. On
the racks you will find pajamas, dresses, casual tops and bottoms, blankets, and a few toys
and accessories. They do not offer many play clothes for children. Majority of their selection
consists of nicer clothes parents would probably choose for church, pictures, or any other
occasion one would have to dress nicer for. I would assume the small selection is due to
Michael + Madge not having their own retail space, as well as being a fairly new company.
Michael + Madge does offer a baby registry service for new moms to select items they would
like their babies to have once born. Merchandise for Michael + Madge is only sold through the
brick and mortar location. In the future, they might move to e-commerce, however that isn’t
likely since they carry a small selection of product.
Marketing Strategies
Michael + Madge’s primary means of advertising comes from social media and word of
mouth. Instagram and Facebook are utilized to promote sales and products. However, these
aren’t used on a consistent basis. I was unable to find much advertising from Michael + Madge
locally besides the use of social media. They do not have much of a community involvement
yet, but their connection to The Boutique brings them those customers and their families.
Competitive Advantage
Through analyzing the SWOT analysis and discussing the vision we see for our
concept, we developed strategies to help us satisfy the triple bottom line. In order to be the
best company, we can be, we will have to implement smart triple bottom line strategies. We
strive to be responsible regarding social, environmental, and financial policies and below is
how we plan to do so.
As far as being socially responsible, we want to make sure we are sourcing products
from factories that work under fair labor standards. We don’t want to sell product that has
been made in a sweatshop because it isn’t a practice that we agree with, therefore we don’t
want to support it by putting money into a vendor that does. It is understood that being
socially responsible and trying to source from places that work under fair practices may have
higher prices and in order to keep costs low for consumers in the area, some markup might
have to be sacrificed. However, in the bigger picture, one is able to rest easier knowing they
aren’t supporting a brand that has child labor, awful working conditions, and unfair
compensation for workers. Another goal we have is to try and source from the United States
as much as we can. We recognize manufacturing prices can be higher domestically, but once
again, we will rest easier knowing it was a product made in fair working conditions. An
After taking a look at top three competitors Target, The Children’s Place, and Michael
+ Madge after taking the triple bottom line into consideration. We have broken it down as to
why our children’s boutique will fulfill a need in Manhattan. Currently, there aren’t too many
options for childrenswear in Manhattan, much less options for clothing that isn’t from a
national chain. The specialty store in town, Michael + Madge offers a price point that is too
high for most residents in Manhattan, we hope to be the difference. Our ideal customer might
order in childrenswear from a store like H&M or a boutique found on Instagram. We want to
make connections with all of our customers and make them feel wanted.
Most of our marketing will take place on social media to drive brand awareness. We
will use social media to attract customers of all ages, with an emphasis on mothers and
fathers. This is where we will announce new arrivals and offer exclusive promotions. To keep
brand awareness up, we could also send emails to customers that include coupons and
product announcements. To keep customers engaged, we will offer fun workshops or events
for parents to spend quality time with their children and we will add a small entertainment
area for children to sit and hang out while their parent shops. Another service we would offer,
would be a monthly box, like a subscription plan. Parents could fill out a form with sizes and
style preferences, one of our employees would put together a box with coordinating clothes.
The box would then be sent to the customer to pick and choose what they want to keep from
Too meet our triple bottom line goals, we can tackle a socially responsible initiative
and volunteer in the community, giving employees paid time off to volunteer. Small
businesses are hard to start and keep open, by giving employees the opportunity to give back
to the community that supports them, other members of the community will appreciate you
and your company’s goals. We will offer eco-friendly bags with every purchase and give
customers a discount for bringing the bag back to use again. Our products will be made in fair
labor factories and will be of high quality. We hope to serve Manhattan and the surrounding
areas to the best of our abilities.
The Little Llama will be a children’s boutique that provides the Manhattan, KS area
with trendy and affordable childrenswear. Our demographic consists of millennial parents
and generation X parents with young elementary aged children. Manhattan is surrounded by
Fort Riley, Wamego, and Junction City, so we also want to be an appealing children’s
boutique to these regions as well. Knowing the average income for these areas and knowing
how much disposable income will be key for our pricing and success as a small business.
Being able to look at our target market and know how they will respond to our product, while
educating them on sustainable resources for childrenswear to help our Manhattan
community is the goal of our small business.
Having big retailers like Target and The Children’s Place in the Manhattan area will be
our main competitors within the geographic area. The Little Llama will have to be diverse in
our product, aesthetic, and dedication to sustainability to be more diverse and appealing to
our customers. By having The Little Llama be a locally owned childrenswear boutique, we
hope that the community of Manhattan will be supportive by choosing to shop local and
support sustainability within the community.
With childrenswear, we know that the parents, grandparents, and other guests will all
have to feel a family atmosphere and a feel a cohesion of modern and Midwest values in our
store. We hope to welcome customers into a playful environment to shop for their family.
Overall, having a childrenswear boutique that feels a sense of responsibility to not only our
customers and gives them quality product at an affordable price, but to also be able to focus
on social and environmental responsibility to those within the greater Manhattan area and
the footprint we leave on Earth.
Secondly, another point will be reducing plastic and paper goods in our store. We
understand that our store will not be 100% paper and plastic free, but we want to keep it in
the back of our minds to use less and educate our customers on why it is a priority. Limiting
the usage of tissue paper is a very simple way to reduce waste. “The United States,
[uses] about 50 pounds of tissue products per person every year. This is 50% more than
the consumption rate in Western Europe and Japan, and usage has grown considerably
over the past few decades. (Ron Czinski)” Seeing that this is a problem for our landfills,
as a team we agree that using tissue paper for our packaging and take-home items is
unnecessary for our store and we will utilize more sustainable options for packaging.
Educating our customers on why we choose to practice sustainability through limiting
paper will hopefully be a testimony to our ethics and how we do businesses with our
customers.
Thirdly, we would like to spend time educating our customers on why we are
implementing these social and environmental practices. We believe that if your
customers don’t know that there is a dire need for social and environmental
responsibility in the Manhattan area, then they wouldn’t quite understand why we are
making the choices we are. Informing our customers about our practices will be one of
our staff’s responsibilities and marketing strategies as we promote our store. We hope
to be a positive influence on our customers will not only support the organizations that
The Little Llama supports but bring change in their daily habits to be more aware of the
environment.
Fourth, having products and items in our store that are from overseas
organizations that provide women with jobs and resources to help empower them.
According to Plan International, an organization that works globally to help women
and children empower themselves out of poverty. Plan International stated their
“extensive research shows that girls continue to be the single most excluded group in the
world. They face discrimination and abuse simply for being young and female. Girls are often
Lastly, using technology to help reduce paper in our everyday operations for our store.
Having to print out receipts and using paper to print out schedules can be hassle and also not
very effective or necessary for our business. Having less paper and more technology will
hopefully be more effective for our customers and staff as we move into a time that demands
more technology and customer interaction with it. With these guidelines for our business, we
are wanting to promote environmentally sustainable and address responsible social needs
both locally and globally for The Little Llama. Being able to educate our customers on why we
choose to do business through more technology will hopefully clearly communicate our
mission for going green.
To help reduce paper and plastic in our store we will be offering reusable bags
with our logo on it for our guests to take home their items. By having multiple sizes and
fun colors, we will stand apart from our competitors when it comes to presentation and
marketing strategies for our store. We will also give our customers an incentive of 10%
their purchase if they bring back their bags from their previous purchase at The Little
Llama.
We will also utilize our reusable bags as a way to educate our customers about
sustainability issues in the fashion industry. Providing a brief description on the back of
our bags that will describe our services of recycled clothing and how they can donate
clothing to receive a discount on their next purchase. Our sales associates will educate
customers at check out on our services of donations and why we choose not to use
paper goods for take home items in our store. We are hoping that with this initiative,
customers will tell their family and friends about our store and help spread awareness
Having products in our store that are from organizations that support and
empower women globally will be on our minds while buying product and restocking
our shelves of product. An example of this will be, “JOYN” a company that started in
the states and has since moved to India and Thailand. According to JOYN’s website,
their mission statement is “JOYN aims to provide high quality, handbags and fashion
accessories while principally sustaining and lifting the artisans it works with out of
poverty. By embracing traditional production methods, JOYN works to invigorate and uplift
communities in Rajpur, India while honoring and preserving their cultural identities.” Having
baby bags and accessories from JOYN would be one of many companies that support social
empowerment overseas. We also understand, that not all of our product will be made from
fair trade organizations, but we want to make an effort with a variety of product in The Little
Llama.
Lastly, we will have technology in our store that will help reduce paper and we will be
making a point to make our customer aware of our paperless technology and how this can be
a way to go greener for our business and hopefully in the lives of our customers. Having the
option for our customers to have their receipt emailed to them or printed will be one method.
Also, having technology to help our staff with scheduling, communication, and buying will be
key to reaching our goal for a minimal paper business. Having the mentality of a sustainable,
small business will be difficult, but sticking to our values we know that with these small
efforts this can go a long way for the future of small business in Manhattan.
Conclusion
In conclusion, The Little Llama will be different from our competitors because they
haven’t implemented as many sustainable practices as we hope to. Educating our customers
and staff on reducing waste by donating clothes to those in need and giving them a second
life and having a small business that is focused on reducing paper for our customers and staff
will be beneficial to the Manhattan community as many businesses haven’t started these
initiatives or see the need. We will help empower women by purchasing products for our
store that has a social meaning from overseas. Lastly, the importance of using technology to
help reduce paper and to keep up with the times for our store will be key. It is up to us to help
educate and practice these standards of sustainability for The Little Llama in hopes of a
better future for the community of Manhattan and also keeping a global impact in mind as we
do business to bring stylish and affordable children’s clothing to Manhattan, KS.
Powdered Blue
Apple Blossom
Blood Red
Primrose
Wildflower Blue
For each department, we have selected a fashion trend that we think will be key for
our goal of having merchandise that will be both trendy and simple. Since babies grow out of
clothing quickly, only a small percentage of our merchandise will be infant, but still, we
wanted to incorporate a few trendy items into our merchandise assortment. For infant girls,
we have selected frill/ruffle sleeves as a key trend. The ruffles are youthful, fun, and not too
over-the-top for our conservative consumer base. Once ruffles are added to a onesie, the
piece goes from a simple garment to one that has something extra to add interest and dress
up the onesie.
For our infant boys, we will be featuring coveralls that are either primarily canvas or a
cotton knit. Coveralls can be dressed up or down and can be made to work for any type of
weather. Mothers will be able to dress their baby in these coveralls for running errands or
going to family events. The coveralls offer an added bonus of being a garment that can also
be unisex for baby girls as well.
For young girls, we decided to offer an item that that incorporated ruffles, like infant
boys, but in the form of a peplum top. Peplum tops are versatile, can be used as playwear, or
can be dressed up for family events. Mothers will find that this top will be suitable for any
occasion and will add a fun, youthful look to their daughter’s outfits.
Our young boy’s department will offer more staples then trendy items considering
boys/men’s fashion does not take too many drastic turns and our location. However, one
trend we will incorporate into our merchandise assortment is a mock turtleneck quarter zip
top. Quarter zips are available in many different textiles that make the product versatile and
functional. Fleece iterations will be perfect for early fall, playtime, and football season, while
cable knit, and other knits will be better suited for family events and other occasions.
Infants
The Little Llama’s infant boys’ and girls’ categories will mostly be sourced from the
primarily organic brand, Burt’s Bees Baby. Burt’s offers affordable options that will allow us
to be competitive in the Manhattan market. Most garments from Burt’s will be offered for
below $20, which includes tops, onesies, bottoms, sets, and sleepwear. The brand offers
prints and colorways that range from bright and colorful to muted and subtle, which will
allow us to reach the many different consumer personalities within Manhattan. With Burt’s,
we will be able to combine our targeted infant ruffle sleeve trend with a basic onesie outfit
and offer this two-pack to our consumers for $17-$20.
The basic tees/onesies for our infant boys will also be sourced from Burt’s Bees for
about $12-$15. For infant sleepwear, Burt’s Bees carries sleepers and two-piece pajama sets
for infants in a variety of gender-neutral colors and patterns for less than $17. We plan to
incorporate Burt’s sleepwear products into our assortment for both boys and girls.
Boys
Since a boys’ wardrobe tends to consist mostly of basics, we will be sourcing most of
our boys’ garments from Primary, as well as some items from Burt’s Bees Baby. Primary is a
company that sells items like t-shirts, sweatshirts, sweats, and more. All tops from Primary
would be priced under $20, with options for a bundle deal when buying three Primary
Girls
Girls’ clothing will be sourced from Primary, Burt’s Bees Baby, as well as Pearls and
Piggytails. We chose Pearls and Piggytails for their selection of peplum tanks and ruffle
bottom dresses for under $25. These tanks and dresses come in a variety of colors and will
provide variety for our consumers. The mauve color of the peplum tank is almost identical to
the trending apple blossom color that we have forecasted as a new color. We would also be
able to order this tank top in more colors and neutrals that might be more versatile for
different occasions. These key items can be paired with a cardigan to last throughout the fall
season, as well as be comfortable for those warm September days.
Like the boys’ apparel, we would offer basic t-shirts and leggings from Primary to
ensure we have staple items for all genders. Burt’s Bees would be our source for printed
garments and garments with embellishment/patterns at an affordable price.
Sleepwear
Children’s sleepwear will partially be sourced from Brian the Pekingese, a company
that produces pajamas in the United States and offers options that are made with organic
cotton. Brian the Pekingese’s merchandise selection consists of fun, brightly colored patterns
that we would like to incorporate into our store. The prices are on the higher end, but these
Collegiate
Being in Manhattan, Kansas it makes sense that we should offer collegiate wear for
children to support the K-State Wildcats. We plan to source this collegiate wear from GTM
Sportswear primarily. GTM is a local apparel printing company owned by Hanes Brands, Inc.
We will be able to select specifically what garments we would like in our store, as well as
decide what type of applique and what wording we would like on our garments. The downfall
with this option is the issue of potential licensing issues and royalty fees that will have to be
paid to Kansas State. We do not foresee licensing issues as being a major issue, as in most
cases as long as an item is marked for specialty store sale when going through the licensing
process, K-State allows it to proceed considering it has met all branding standards. The items
we would offer range from basic Hanes t-shirts to Champion outerwear garments at a slightly
higher price point. If we were not satisfied with an item that GTM offered, we would be able to
purchase onesies and other garments from a wholesaler and then take them into GTM to be
printed on with what we wish.
Accessories
The Little Llama will be carrying baby accessories that will fit the aesthetic of the store
and also provide our customers with necessity items for themselves and their children at a
price point that is at the same time reasonable and stylish. We are excited to have a diverse
mix of accessories that will range from fair trade diaper bags, blankets, toys for all ages, and
other goods that will be for gifting and necessary for everyday use for our customers.
The Little Llama’s accessories division will be ten percent of the product base. The
variety of products will include: diaper bags, blankets, towels, bibs, burp cloths, headwear,
socks, and mitts. The items have been selected in hopes that these will be spontaneous
Overall, The Little Llama will be carrying an assortment of accessories in the store, yet
it will not be the main focus. Carrying accessories that will be appealing for a quick add on for
a purchase will be a way for the store to build purchases at checkout. For example, carrying
items that will be customized by monogramming for customers to take home for themselves
or that will be encouraged to add on for a gift will be a great way to boost sales. Having
sustainability be a reminder in the sales will be a focus while choosing brands that support
the Little Llama’s beliefs is a staple for the store. These beliefs are social responsibility and
environmental responsibility. Carrying items in the store that will be used for years to come
will make an impacted on the customers and the companies that are chosen to be carried at
The Little Llama.
Sourcing
The Little Llama will primarily be focusing on sustainability for the store in terms of
paperless transactions and employee communications with technology, reusable bags for
customers to take home, and buying a portion of clothes and accessories from socially
responsible companies from both the United States and overseas companies. An example of
environmentally responsible sleepwear for The Little Llama is the company, Brian the
Pekingese. Brian the Pekingese is made in the US and is a sustainable sleepwear brand. On
Brian the Pekingese home page they have a statement that says “We have children’s organic
pajamas featuring Brain the Pekingese in whimsical prints, a Brian the Pekingese plush toy
and a children’s bedtime story book. You choose pajamas made from either 100% organic
cotton or 100% cotton. We pre-wash the cotton for extra softness and we do not use any
flame-retardant chemicals. All of our pajamas are quality-made in the USA.” This is exciting to
carry a brand that is sustainable and interactive with the customers and the children that will
be wearing the pajamas with the plush toy in hand while reading a story about Brian the
Pekingese.
Lastly, Burt’s Bees will be a brand that will be carried at The Little Llama due to
popular demand, their price point, and their stand on environmental sustainability. From
their company website, we found they have a set of “2020 Sustainability Goals” that allow
them to create a supply chain and facility that helps consumers recognize the need to
“protect the natural world.” Buying products that have a mission to help others while also
keeping the Earth in mind is a brand The Little Llama will get behind and promote in store.
As store owners, we are thrilled to have a selection of apparel and accessories that will
be made ethically and sustainably that will make us feel comfortable to sell to the public.
Both socially and environmentally responsible brands will be serving a purpose while also
educating our customers on why they should care about these brands while also serving a
purpose for our customers in an affordable and stylish way. The Little Llama will be
promoting these products in our store and will be keeping social and environmental
sustainability at the forefront of our buying and choosing of our products that will be sold in
our store.
Marketing Strategies
The Little Llama’s marketing plan will begin July 2018 and will run through December
2018. The strategies include relationship, traditional, and social media marketing directed
towards our target market to promote our brand. In order to make this happen, The Little
Llama will have a heavy social media presence and will hold in-store events, as well as
actively setting up booths at community events in Manhattan.
Social Media
We decided we will use Instagram, Facebook, and Pinterest to connect with our target
market. About 78% of Americans aged 30-49 actively use social media, which leads us to
believe primarily focusing on social media marketing will be our best option (Smith &
Anderson, 2018).
Facebook is still the most popular form of social media being used, with 68% of U.S.
adults being active users in a research conducted by Pew Research Center (Smith &
Anderson, 2018). As a result, we will be able to reach a majority of our target market through
Facebook with the help of pay per click ads, post shares, and making the most out of the
algorithm that determines which posts are shown with higher priority on user’s newsfeeds.
Facebook will primarily be used for showcasing our products and new arrivals, starting
conversations with customers, and educating our customers about how to shop eco-
consciously.
On Instagram, we will be posting daily about our products, lifestyle images, and
customer images. Pew Research Center found that 35% of U.S. adults are Instagram users. We
will be engaged with our customers by using call-to-actions in captions of our posts, hosting
giveaways, and having customers tag us in their photos. By using Instagram, we hope to
reach younger millennial parents and even to customers outside of the Manhattan area.
Pinterest will not be as product heavy as Facebook and Instagram. We will mostly
utilize Pinterest as more of a resource for our customers by having boards dedicated to
recipes, crafts, our products, and other family-friendly pins. Only 29% of American adults use
Pinterest actively, so we do not want to put as much focus on the platform (Smith &
Anderson, 2018). We want to let customers know about things we are interested in and give
them ideas of fun things to try with their children, among other things.
Traditional Marketing
For traditional marketing methods, we will be setting up booths at community events
such as Purple Power Play, the Mini Makers Faire, and Riley County Fair. We will hand out a
variety of promotional items, coupons, and have an activity for children to participate in
while their parents/grandparents learn more about The Little Llama. We also plan on running
radio ads on 96.3 twice a day the week before opening day. The week before our grand
opening, we will be sending out direct mailers to 5,000 targeted households in the Manhattan
area.
Little
JOY!
Llama
Back to School!
US
The Postage
Little Paid
Llama
406 Poyntz Ave.
Manhattan, KS, 66502
Paola Antonelli
thelittlellama.com Museum of Modern Art
(748) 751-1278 11 W. 53rd St, New York, NY 10019
The Little Llama will also send out emails every Thursday to customers on our email
list. We decided Thursday was the best day because it is right before the weekend, when most
people do their shopping.
Promotions
In store promotions for The Little Llama will also be in connection with sales and
sustainability. In the month of August, we will be prompting sales and we also be at the Mini
Makers Faire where we will have a booth and promote our store opening. Every second
Thursday of the month we will be having a craft night where we will be hosting families to
help educate and promote sustainability in a fun and create way for all ages. Overall, we have
carefully planned out sales and promotions to go along with holidays and to make room for
new merchandise as the seasons change.
The Little Llama plans on marketing a one month before our store opening in August
and we plan on using social media, email, and radio to promote The Little Llama before our
grand opening. Starting in July we plan on posting on social media every other day to
promote our store and the progress we are making for the store opening. Having a soft
opening a week before the grand opening will provide close family and friends an
opportunity to come and see our new store and help celebrate with us. The Riley County Fair
will be in late July and we will be able to have a booth to actively promote our store and
interact with the community about our sustainability practices and inviting the public to our
grand opening. Within the same week of the Riley County Fair, we will be sending out direct
mailers to 5,000 families within the Manhattan area. Within the week of our grand opening we
will also be actively promoting our store every day on social media and twice a day on local
radio to promote our grand opening.
Sustainability
Marketing for sustainability within The Little Llama will be diverse in the way of using
promotional products, social media outlets, and educational tools to encourage our
customers to stop and think about the environmental and social issues in the Manhattan area
and how The Little Llama is planning on tackling these issues. The first marketing tool for
promoting sustainability will be creating a reusable bag in many sizes for our customers to
take their items home. Having our logo on the front of the reusable bag will hopefully help
our customers remember to bring back the reusable bag for a discount of ten percent on their
next purchase at The Little Llama. We are also hoping that our customers would use our
An added bonus for our customers and an incentive to bring back the reusable bags
with our store logo would be to have our customers bring used baby clothing in their
reusable bags for an additional discount on their next purchase. These reusable bags will
come in different sizes and we will be ordering new bags to fit the seasons so that our
customers have a fun surprise when coming into our store throughout the year and changing
seasons. During our promotional month before the store opens, we plan on handing out
these reusable bags with our store information on it in place of a flyer, and this will also help
on our cut back on paper goods. Having playful marketing with our logo of a llama will
hopefully keep children and their parents intrigued when shopping at The Little Llama.
Implementation
The Little Llama plans to market our store and grow our business primarily through
social media outlets, however, we will not leave traditional marketing methods behind.
Online, we plan on using Instagram, Facebook, and Pinterest to reach our target market. We
will consistently update these platforms on a daily, every other day, and weekly basis,
respectively. These platforms will be used to promote our store, sales and promotions, as
well as educate our customers about how to shop consciously for the environment. We want
to keep our brand image strong across Instagram and Facebook especially and will have to
work on coordinating our posts to keep the same information available but worded to cater
the type of person who would visit Facebook versus the type of content someone on
Instagram is looking for. As far as traditional marketing, we will be using direct mailers, radio
ads, and setting up booths at community events.
Social Media
On Instagram, we will be posting daily the week leading up to our opening day and
then continue posting daily after that. Instagram will be used to primarily promote products
and promotions. We will implement our eco-conscious education on Sunday’s through a
hashtag, “#SustainabilitySunday”. In addition to our educational hashtag, we will be
including “lifestyle” posts. These posts will be photos that do not necessarily involve product
but will include call to actions in the caption to allow us to engage with our customers or
graphics that have inspirational, empowering quotes, or quotes about motherhood. Product
posts will show customers how to style our garments or highlight actual customer photos of
their children wearing our clothing.
For community outreach and events, we will be tabling at events such as the Riley
County Fair, Purple Power Play, and the Mini Makers Faire, as well as walking in the K-State
Homecoming Parade. For these events, we will hand out promotional items, flyers, our
reusable bags for customers to bring in their old clothing to be donated to the Crisis Center,
and other store information.
Traditional Marketing
Our traditional marketing methods of direct mailers, and radio ads will be heavily
used during the month prior to opening. The week of our opening and on, we will start our
email list and will send out emails weekly on Thursday mornings. These emails will promote
items, promotions, styling tips or fun stories, in-store events, as well as general brand
awareness. We will send out direct mailers, one before our grand opening to raise brand
awareness. Radio advertisements will be used daily the week before our opening across
popular radio stations in Manhattan such as 96.3 during customer’s morning commutes or
during the lunch hour.
Budget
The Little Llama has budgeted $4,200 for marketing in the first six months. The
following is a breakdown of how we will use our money:
August
From August 1st to grand opening day, August 4th, we will be running daily radio ads as
well as posting daily on Facebook and Instagram. On August 2nd, we will begin sending out
weekly emails to customers on our email list that we start to acquire after the soft opening.
After opening day, we will continue posting on Instagram daily and on Facebook 3-4 times a
week. August 9th, will mark the beginning of our Back to School promotion, which will run into
that Sunday. It will also be the first of our monthly sustainable craft events for children and
their families. These events will be held on the second Thursday of every month. August 30th
will be the beginning of the two-day event, Purple Power Play, where we will set up a table to
promote The Little Llama. It will also mark the start of our Labor Day promotion which will
run through Labor Day.
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sleepwear
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Tops, Bottoms
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donation bin
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Tops & Bottoms, Select Dresses
outerwear
sleepwear
Tops & Bottoms
dresses
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Fr
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Kaylee Horner
Llama Owner
The
Little
Llama
4526 Poyntz Ave.
Manhattan, KS, 64111
Paola Antonelli
Museum of Modern Art
11 W. 53rd St, New York, NY 10019
The
Little
Llama
406 Poyntz Ave.
Manhattan, KS, 66502
thelittlellama.com
(748) 751-1278
fax: (748) 751-1279
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Sincerely,
Stephanie Lincoln
Associate Director
Logos
The The
Little Little
Llama Llama
REFERENCES
References
American Fact Finder. (2010, October 05). Retrieved February 04, 2018, from
https://factfinder.census.gov/faces/nav/jsf/pages/index.xhtml
Baby 2 Pack Onesie [Digital Image]. N.d. Retrieved March 1, 2018, from
https://www.burtsbeesbaby.com/baby-2-pack-watercolor-bloom-organic-cotton-
bubbles/LY24874-CLD-12M.html?cgid=baby-girl-clothing&start=6
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