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Marketing Analysis : Southern Charm Boutique

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1.1 COMPANY Southern Charm Boutique is a start-up retail establishment that will sell fashionable clothing to women of all ages. Southern Charm Boutique will be located in the downtown area of Norton, VA. My primary goal is to open one boutique. In the future I plan to expand by possibly franchising Southern Charm Boutique and/or building a well-known brand name. Eventually, we would hope to develop a website and reach a wide customer base. 1.2 PRODUCTS & SERVICES We want to offer our customers a wide selection of unique looks and styles to satisfy every southern belle. We will offer selections from well-known brands such as Simply Southern, Southern Darlin’ Collection, Lily Pulitzer, Vera Bradley, and many more. We will also offer monogramed items and gifts that every southern belle will simply adore. 1.3 MARKET ANALYSIS The global women’s clothing industry is expected to exceed $621 billion in 2014, marking a 12% increase in five years, reports MarketLine. Clothing retailers account for the largest share of the market at almost 65% in terms of value. We will first seek customers locally, but will increase our range as we build our brand and are confident in our image. 1.4 STRATEGY & IMPLEMENTATION Southern Charm Boutique recognizes the importance of advertising. We plan to promote our retail business with an ambitious marketing campaign, which will include a grand opening celebration, local media coverage, print advertising and a postal campaign. Our goal is to keep
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