Our vision of creating an enjoyable shopping experience for men will be achieved by making our store visually pleasing to the “Alexander’s Man.” Our store aesthetic is industrial and rugged, while still radiating luxury. The store design features simple fixtures with limited product on each to extenuate the clothing. The space will have brick walls and light fixtures made of rope, as well as string hanging from wall to wall displaying our wide variety of sneakers. Alexander’s will consist of two separate rooms: one for showing merchandise and the other for fitting appointments. Both rooms will be staffed with knowledgeable stylists providing exceptional customer service.

vision statement

mission statementAt Alexander’s, our mission is to change the way men feel about shopping. We are a contemporary menswear boutique that understands a man’s complaints when it comes to shopping. Men don’t want to spend time trying on clothes when they’re not sure how the pieces will fit. At Alexander’s our expert stylists pull pieces from our collections based on specific build, stature, and skin tone while you relax with the guys and sip on our complimentary top shelf scotch. Stylists assist in proper fitting in order to ensure that the garments fit correctly. Alexander’s showroom is open to the public, however fitting sessions are by appointment only so our customers are never left waiting for assistance. We’ve created a hassle free shopping experience for men that is truly one of a kind. Our company is 50% product and 50% service, which is sure to relieve men of the frustration they feel when shopping.

company/concept statement

o Our goal is to change the way men feel about shopping

o Expert stylists fit and style the clients to perfection

o Relax and sip on complimentary scotch while waiting for custom fitting

o Fittings available by appointment only

cultureAlexander’s makes the client feel as if he’s the

most important man in the world. Our extremely

knowledgeable stylists fit each man to perfection

giving them the sense that the clothes were made just

for them.

customer

the

customer profile

o Maleo Age: 20-35o Income: $75,000-$150,000o Family Status: Single/Marriedo Occupation: Fashion Industry/Club

Promoter/Celebritieso Urban

direct indirect

competition

branding

o Upscale Men’s Contemporary Boutique

o Simple & rugged aesthetic

o Neutral color pallet [grey, black & white]

o The Boutique will be very simple, monochromatic and industrial

will appear on all the tags, bags and signageo Font- aIRmAX90

product/service/merchandise assortment

o accessorieso bags & leather goodso shoes• sneaker shop

o clothing• denim• hoodies & sweats• outerwear• pants• shirts• shorts• sweaters• tees• swim

categories

clothing designers @ o Givenchyo Rick Owenso Juliuso Helmut Lango Comme Des Garconso Play by Comme Des

Garconso T by Alexander Wango Public School

o Rag & Boneo Maison Martin

Margielao Ann

Demeulemeestero Belstaffo McQ Alexander

McQueeno Band of Outsiderso Dries Van Noten

givenchy ann demeulemeester t by alexander wang

rick owens helmut lang public school

accessory designers @o Alexander McQueeno Ann Demeulemeestero Balenciagao Balmaino Band of Outsiderso Bottega Venetao Comme Des Garconso Dries Van Noteno Givenchyo Jil Sander

o Just Dono Lanvino Maison Martin

Margielao Rag & Boneo Ray-Bano Rick Owenso Saint Laurento Yohji Yamamoto Pour

Homme

alexander mcqueenjust don

saint laurent givenchy

ann demeulemeester

accessories

o Alexander McQueeno Ann

Demeulemeestero Comme Des Garconso Balmaino Balenciagao Giuseppe Zanottio Givenchyo Nike

o Pierre Hardyo Play By Comme

Des Garconso Pradao Rick Owenso Saint Laurento Y-3o Maison Martin

Margiela

sneaker designers @

sneaker shop

maison martin margiela saint laurent

balenciaga

givenchy

pierre hardy

comme des garcons

maison martin margiela

rick owens balenciaga

bags & leather goods designers @

oAlexander McQueenoAlexander WangoBalenciagaoAnn DemeulemeesteroBelstaffoBottega VenetaoComme Des GarconsoGivenchyoDries Van NotenoMaison Martin MargielaoRag & BoneoSaint Laurent

bags & leather goods

planagram

décor&

visuals@

e-business o Instagram, the Alexander’s website, Facebook,

and Pinterest will be used to promote the storeo Clothing is all about the visual aesthetic of the

product we are sellingo Our Pinterest will feature boards with each of our

designer’s collections for each season, as well as street style that relates to the “Alexander’s Man”

o Instagram- promotions & new producto The Alexander’s website drives 30+% of our

business featuring all of the product we carry in store

marketingo Bucktowno Merchandise ranges anywhere from $150-$3,000o Promotions- Instagram, Pinterest, Facebook, and

E-mailso Alexander’s periodically teams up with Chicago

women’s boutiques of the same caliber to drum up new business [p-45,Scotch and Soda, etc.]

o Advertisements would be featured on bus stops, billboards on sides of buildings (seen from the over-ground El trains)and posters plastered all over the city

organizational culture

The Culture of Alexander’s is to remain cool, calm, and collected at all times.

Alexander’s has a laid back environment. The staff members are

always friendly and extremely knowledgeable while refraining from coming off as pushy or judgmental.

management & leadership style

At Alexander’s we will have a democratic management system. Since our employees are part of our target audience, we use their input to innovate and grow as a retailer. Managers will set sales goals for employees that must be achieved east month in order to make commission and be eligible for bonuses. The possible sales bonuses are used as motivation for selling as much as

possible. Even though Alexander’s is on a competitive commission pay structure, the laid

back atmosphere is still easily attainable.

organizational management structure

o 1 general manager that handles all financial responsibilities

o 1 selling manager to oversee the 5 sales associates

o 1 stock manager that is in charge of stock inventory

location fact sheet

o Our location will be in the up-and-coming neighborhood Bucktown on Damen Ave., where the population of well-off 20 something's is rising.

o We will be leasing a 2,500 sq. foot building in a central business district. The building is $40/square foot, rent= $8,333/month

human resources policies

o Alexander’s is committed to conducting business in a manner that is ethical while promoting the best interest of its associates and clients

o To ensure that our ethical standards are upheld, our employees will go through a two week long training session, which will include videos, handbooks, and verbal instruction from the general manager

o Employees will be assigned a locker and a lock to keep their belongings in during their shifts.

o STEALING WILL NOT BE TOLERATED

o Employees must be checked out at the end of each shift

o The check out procedure involves clocking out, followed by being escorted to the front of the store by a manager, who will thoroughly check all belongings brought into the store at the start of the day

o If an associate is caught stealing, employment will be terminated immediately

o As for third-party stealing, all employee’s will be trained on how to deal situations involving theft [see loss prevention & security]

ethics

human resources policieso All employees will be full-time associateso Associates will be given a monthly sales goal to reacho Goals will range from $20,000-$40,000 a month

depending on the size of the associate’s client bookso If the sales associate reaches their assigned goal, they

will receive 6% commission. o If this sales goal is not met the employee will make an

hourly pay of $13-20/hour based on previously determined draw rate

o General Managers will work on a salary of an average of $65,000/year

o Selling and stock managers will also work on salary making an average of $45,000/year

hourly rates and bonuses

employee discountso Alexander’s employees will

receive a $1,000 clothing and accessory allowance at the start of each season

o Associates will receive 30% off of full priced merchandise

o Discounts will only be given to employees that have worked at Alexander’s for a minimum of 90 days

trainingo Alexander’s associates must go

through an extensive two week long training program before they begin selling

o First week of training-company background:

• The Alexander’s man, designers carried in-store and online, the sizing and fit of each line carried, and general store operations, etc.

o Second week of training:• Takes place on the selling floor where

the selling manager will walk the new employees through the inventory and the selling process from suggestive selling to point of sale

human resources policies

human resources policiesemployee manuals

o All employees of Alexander’s will be provided with an ethics manual upon employment

o The manual will include our code of ethics, and lay out a code of moral conduct.

o Dress code, company policies, benefits, bonuses, and discounts etc., will also be included in the ethics manual

human resources policiesweekly schedule

sales plan by classification

daily sales/month

sales plans for associates

sales plans for associatesoperations

business hourso Monday-Saturday:

11AM-7PMo Sunday: 11AM-5PM

loss prevention & security

o Alexander’s prohibits profilingo We forbid unreasonable

searches, profiling, and discrimination of any kind

o Alexander’s retains one security guard on each floor and/or a loss prevention professional’s help to provide the shoppers and employees with a positive shopping environment

o Employees must report any suspicious behavior immediately

sales plans for associatesservice levels

layawayo Online Shopping• If shipping an item

bought at Alexander’s, clients must pay a 30% down payment, and the rest before the 60-day layaway period is completed

layaway terms & conditionso Layaway period- Orders must be

placed on layaway for a maximum period of 60 days. Customers have the option of paying the order balance at any time prior to the completion of the 60-day layaway period

o Payment Terms- Orders placed on layaway require a 30% down payment plus taxes

o Allowed Forms of Payment- All layaway purchases must be paid via credit card of PayPal

o Refunds- Layaway payments are non-refundable

o Returns/Exchanges- Returns or exchanges are not accepted on layaway orders

sales plans for associatesservice levels

merchandise holdso Merchandise being held

for clients must have an official hold slip attached, made and printed through the Alexander’s in-store POS system

o Items can be held for a maximum of 24 hours, if they absolutely need to be held for longer than 24 hours, a new hold slip must be created

alterationso Many of the most common and

basic alterations (shorten/lengthen plain or vented sleeves, plain bottoms of cuffs, etc.) are provided as a courtesy on full price garments

o Garments purchased online must be brought into the store to be altered

o Alterations charges will be determined at the time the garments are fitted and pinned or chalked by our fitters

sales plans for associatesservice levelsreturns

o Merchandise presented after 30 days will be credited based on the current selling price.

o Requests for adjustments will be honored if the merchandise was purchased at full price and if it is marked down within 7 days of purchase

o In-store returns• Present the merchandise to

an associate with the original tags and receipt

o Online Returns- can be done in-store and by mail

1. Enclose the completed return form with your shipment

2. Affix the pre-paid United States Postal Service Return Label to the outside of the package and send via U.S. Mail

sales plans for associatesservice levels

clientellingo Associates will follow a 2-

2-2 system when following up with clients

o 2-2-2:• Follow up within 2 days,

2 weeks & 2 months of helping a client

o Immediately after helping a client, associates must send them a thank you note

customer serviceo Complimentary top shelf

scotch, bottled water, and soda will be offered to every client that walks into the store as to provide them with the best possible shopping experience

o Associates must greet and offer help to each client that walks through the doors of Alexander’s