New Look, Inc.
Executive Summary
Opportunity
Problem
New Look intends to lever up its position as an established retail men’s clothing business now to become a manufacturer of an upscale clothing line targeted at males between the ages of 20 and 40. New Look not only develops the clothing line, but supports it with advertising and promotion campaigns. The company plans to strengthen its partnership with retailers by developing brand awareness. New Look intends to market its line as an alternative to existing clothing lines, and differentiate itself by marketing strategies, exclusiveness, and high brand awareness.
The key message associated with the New Look line is classy, upscale, versatile, and expensive clothing. The company’s promotional plan is diverse and includes a range of marketing communications. In the future, the company hopes to develop lines of accessories for men, women, and children. These accessories will include cologne/perfume, jewelry, eyewear, watches, etc.
Solution
New Look not only develops the clothing line, but supports it with advertising and promotion campaigns. The company plans to strengthen its partnership with retailers by developing brand awareness
Market
Our customers are males between the ages of 20 and 40 with a disposable household income. Within this group, there are no color barriers, and customers have diverse backgrounds. The New Look customer is a versatile man who can fit into any environment and is willing to pay a high price for quality clothing.
Competition
Companies are restructuring to create leaner organizations and adopt new technologies. Consolidation has been prevalent in this industry in the past few years, as larger companies gain leverage in market position and cost cutting. In the apparel industry, companies can operate as retailers or manufacturers (wholesalers) or both. For instance, Gap, Inc., a vertical retailer, manufactures and markets their own apparel and accessories. A company like VG Corporation is a manufacturer and sells solely to retail channels. A company like Tommy Hilfiger does both, selling its products to both retailers and consumers (through retail outlets).
Why Us?
We are an alternative to existing clothing lines. We make our own lines which offers exclusivity, your coworkers or other fashion forward friends won’t be wearing the same thing. We are also highly aware of trends and brands, you will be the envy of all your friends because you found us first.
Expectations
Forecast
The company’s goal is to expand from retail into online, with its own branding, to be sold by the end of the period in other retail stores as well as online.
Financial Highlights by Year
Financing Needed
We are looking to expand our design line so our owner will put in $65,000. Further we are looking for a $115,000 business loan. Both will be paid back by our second year with our already established customer base and relationships
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