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This Lingerie Shop Business Plan was created with Business Plan Pro software. clair de lune is a start-up lingerie retailer, filling an empty niche market in its community.

Executive Summary (excerpt)

clair de lune (french for moonlight), is a new, European influenced lingerie boutique that will provide high quality lingerie in a wide array of sizes and styles with exceptional customer service.  The 1,300 square foot store will be located in a proven retail center called Hawthorne Plaza in Southern Johnson County, Kansas where the demographics are suitably upscale, traffic counts are high, and compatible retailers offer qualified traffic and potential referral business. 

Competition:

The outlets for intimate apparel purchases in Kansas City are much more limited than markets of similar size.  There are mass merchandisers and discount stores that offer mass produced and lesser quality brands; department stores that offer better brands, but in limited sizes and with varying degrees of customer service; and 10 Victoria's Secret stores which cater to the 18-34 age group with product of inconsistent quality and untrained store personnel.  There are no lingerie boutiques serving the upper income, south Johnson County, Kansas and south Kansas City, Missouri area. 

Market Potential:

Three key target groups are identified in Sections 4.1 and 4.2 of this business plan, based on lingerie spending patterns.  The three target groups are:

1. Women 25-59 with a household income of $75K+
2. Women 18-24
3. Brides

A common psychographic component that clair de lune is targeting amongst all three groups is the Intimate Apparel Enthusiast (IAE).  An IAE is a woman who cares enough about her lingerie to want to shop at a specialty store, and is not purchasing her lingerie at Wal-Mart.