Blue Lines – Men’s Clothing Retailer – Marketing Plan
BLUE LINES, MEN’S CLOTHING RETAILER
COURSE PROJECT MKTG 522
Marketing Plan
OUMAR BAH
2/20/2013
Executive Summary
Blue Lines is a company founded by four young entrepreneurs from Guinea, Senegal and the United States. Our mission is to provide high quality formal clothing to all professionals in a price nearly accessible to everyone here in New York City. Our commitment is to make high quality clothing accessible to those who make less today but has the ambition to make their way up and need for that matter to dress in a way that inspire respect and confidence. As a first step toward that goal, Blue Lines will open its first men’s clothing store in Manhattan during the fourth quarter of 2013.
A careful analysis of the clothing retail industry in the United States shows a huge potential for the sector. And the development of online selling is an additional factor to support our great expectations about the opportunity available in this industry. Furthermore, in New York City, the expectation are even greater because of the high number of residents (8.3 million in 2011), the number of visitors (50 million a year), and the leading role of the city in the world financial market.
The SWOT analysis we conducted confirmed the existence of real opportunities but also outlined some treats for which a contingency plan is necessary.
As a way forward, a marketing strategy has been developed. The strategy is essentially based on three concepts: Differentiation, segmentation and business model innovation.
In our stores we will be mainly selling shirts, suits, shoes ties, and formal outwear. In addition to that we will also offer to our customers a variety of sport clothing to help them build a life style that support their professional ambitions. As we all know today professional life require a strong health that can’t be built without an active life style.
2.1Market Summary
According to the United States census bureau, in 2008 the United States clothing retail sector generated a total turnover of 217 billion dollars compare to 222 billion in 2007 and 214 a year before. The number is in decline compare to 2006 but in net progression compare to 2005. In 2010 the clothing retail sale generated 52.5% gross margin.
In New York City where our first store will be opened, the clothing retail industry still very dynamic certainly because of the high number of residents, the level of income and the high number of domestic and international visitors. In 2011, the New York City population was estimated at 8,245, 000 people including