ONDRAYA STORE CASE: The Concept The Opportunity K. Ondraya is considering entering the womenswear market by opening a store in Calgary and has collected the following information. Because of the expansion of Stephen Avenue into "Fashion Central" and the opening of a new Holt Renfrew, there is a definite market for retail stores there. Calgary's demand is being boosted by increasing household income levels. The three sources of demand consist of tourists, young professional downtown workers, and rural stay-at-home wives. The store will carry dresses, skirts, shirts, pants, and shorts, as well as accessories including hats, scarves, belts, purses, and gloves. Brands will be carried in the store that are currently not available in Calgary, including Alexander McQueen, Christian Dior, Marc Jacobs, Rachel Roy, Nina Ricci, and Zac Posen. Successful brands to be carried already available in Calgary include MARC by Marc Jacobs, Nanette Lepore, and Twenty8Twelve. Of these recognizable brands, the ones already offered in Calgary are only available at Holt Renfrew. Service of Ondraya will be first class: the ultimate goal is to create an experience for customers unlike anything else. Individualized service would be provided through personal styling with a professional stylist. The store website will feature special ordering services for customers, allowing customers to shop online and reserve items they wish to purchase. To further facilitate spending, in-store fitting will be made available. A skilled seamstress will be on location where tailored items will be ready in 48 hours or less. Suppliers K. Ondraya will be dealing with companies directly instead of working with suppliers, due to the fact that the majority of Canadian suppliers do not carry the brand names K. Ondraya wishes to carry. Orders would be placed through sales representatives where a distribution contract would be signed. Supplier sources for brands carried would be: Alexander McQueen (New York City) . Christian Dior (Paris, France) Marc Jacobs (New York City) Rachel Roy (New York City) Nina Ricci (Paris, France) Zac Posen (New York City) MARC by Marc Jacobs (New York City) Nanette Lepore (New York City) Twenty8Twelve (London, England) 3:32 LTE Done ENTR 2000 - Marketing Plan Tem... Marketing Plan Template: Ondraya Store. Fill this in to complete your Marketing Plan DEFNE THE MARKET OPPORTUNITY THAT EXISTS IN THE CALGARY MARKET. TARGET MARKET SEGMENT Describe target market (circle all that apply): Gender Age on vel mule Three T Urton Professional prof Test Orighed ber Pide from the nechce Cont'd below. Psychographics: What are the psychographic characteristics of your target customers ? 3:32 LTE Done ENTR 2000 - Marketing Plan Tem... Marketing Plan Template: Ondraya Store. Fill this in to complete your Marketing Plan DEFNE THE MARKET OPPORTUNITY THAT EXISTS IN THE CALGARY MARKET. TARGET MARKET SEGMENT Describe target market (circle all that apply): Gender Age on vel mule Three T Urton Professional prof Test Orighed ber Pide from the nechce Cont'd below. Psychographics: What are the psychographic characteristics of your target customers
