business - 1 Table of Contents I. Executive Summary 1 II....

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1 Table of Contents I. Executive Summary 1 II. Company Description 2 III. Industry Analysis 4 IV. Market Analysis 8 V. Marketing Plan 10 VI. Management Team and Company Structure 13 VII. Operations Plan 15 VIII. Service Design and Development Plan 18 IX. Financial Projections 19 Appendices A
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2 EXECUTIVE SUMMARY Introduction The fashion industry has had revenue of $38,000 million in the year 2009. The clothing rental industry’s growth has been driven by the recession and women still want to wear designer brands. A gap in the industry is the lack of designer clothing available for women to rent. Designer Rentals will fill that gap by creating a user friendly website that focuses exclusively on fashionable women. Company Description Designer Rentals will begin as a web accessible business that will develop into a store front location. The merchandise will be stored and delivered out of Los Angeles. The urban city of Los Angeles is an ideal location for the business: the garment district is close and young professionals are the majority of the population. The business will feature an assortment of clothing from casual wear to formals and will be available in a broad range of sizes. There will also be customer assistance and personal shopper options once the store is opened. Fashion is a volatile industry and it is a unique challenge for the business to maintain merchandise to meet each customer’s style. It requires a knowledgeable management team to purchase the necessary merchandise and remain competitive by understanding customer needs. As result we will provide customers with (1) high quality merchandise, (2) a broad range of sizes in all departments, and (3) website assistance and online personal shopper recommendations. Industry Analysis Designer Rentals will compete in the “Formal Wear and Costume Rental in the US” (NAICS 53222). The industry is in the mature stage of the life cycle. This industry is very fragmented and is dominated by formal wear rentals for men, which is our indirect
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3 competition. The rental market for women’s formal wear is only 14% of the market share and has few corporate competitors. Growth is being driven by the recent recession as well as the need to dress appropriately for different occasions at an affordable price. The industry’s biggest challenge will be seasonal merchandise and availability of sizes provided by department stores. The industry is competitive. The key success factors include the ability to control stock on hand, the economies of scope, being part of a franchise team, economies of scale, and maintenance of excellent customer relations. COMPANY DESCRIPTION Introduction Designer Rentals will begin as a web accessible business with merchandise stored and delivered in Los Angeles, CA specifically for women who want fashionable wear at affordable prices. The website will be available for 24 hour shopping and fashionable rentals for a broad range of sizes. A seven-member management team is in place, led by Blanche Phlaum, co-founder
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business - 1 Table of Contents I. Executive Summary 1 II....

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