Executive SummaryMCW Boutique will be a clothing boutique that will be welcoming to all. Today manywomen know the struggle of going to shop for clothes at the stores that are deemed trendy andnot finding anything to wear, due to the stores not providing their clothing size. The averagewoman in the United States today wears a size 14.(George-Parkin, H.) Most clothing boutiquesstop at a size ten. (George-Parkin, H.) When women visit MCW Boutique not only will they beable to find their size of clothing but they will feel welcomed and included. MCW Boutique willcarry the sizes 0 – 22. In other boutiques that include “plus sizes” they have an entire differentsection of the store dedicated to them. This often can make women feel embarrassed orashamed which is the opposite we want to feel when we shop for clothing. In addition to carrying a variety of sizes MCW Boutique will also be geared to being a life style boutique. We will carry household items, office items, shoes, and accessories. This way MCW Boutique will be a one stop shop that can supply its customers with many to mostly all of their needs concerning not only their closets but also the “extra fluff” that is needed to beautifytheir living spaces, work, study, and personal. MCW Boutique will cater to a variety of ages. This way generations will be able to find clothing, shoes, and accessories for their closets but also attractive décor and trinkets. One of the biggest issues we can face as a retailer is that there will be a peak at the holi-day times and perhaps a halt to lower income at the times where there are not holidays, reces-sions, or our customers are not feeling inspired to shop with us. In order to be prepared for this we must not only place customer service above all else, to keep foot traffic somewhat consis-tent, but also we need to have a solid marketing plan to help us be proactive.Environmental AnalysisAs the owner of MCW Boutique I will have sole responsibility of the day-to-day opera-tions of the boutique. I plan to have my own touch and opinion on every aspect of the boutique from the location and the lease to the details of the décor in the customer bathrooms. I find
that when I myself goes sopping I am critical on details of the store I visit; if there is dust, the or-ganization, and the overall feel of the store. I plan on taking those qualities of myself to MCT Boutique. Everything will be very clean, simple, and as perfect as humanly possible. Of course, I will hire employees to help me run my boutique. I will look at past work ex-periences when hiring employees. I also want my employees to each have their own unique personal style and not feel as if they have to conform to a specific aesthetic. Also, since one of the main goals of MCW Boutique will be for everyone to feel welcomed I would like to have a di-verse group of employees.