Clothing Manufacturer Business Plan

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

Opportunity

Problem and Solution

Problem Worth Solving

The New Look strategy is to expand and grow our existing retail clothing business by aggressively developing and marketing a full range collection of its own brand. It intends to market its line as an alternative to existing clothing lines and differentiate itself through its marketing strategies, exclusiveness, and brand awareness. New Look intends to build on its core portfolio of products and overcome any obstacles by using the company’s expertise in the clothing industry.

The company’s goal over the long term is to make an overwhelming impact on the fashion industry and create a large consumer demand for the product. The company’s goal in the next 2-5 years is to venture into women’s and children’s clothing. It plans to also license a line of cologne and perfume, bedding, underwear, small leather goods, jewelry, and eyewear. According to Standard & Poor’s (S&P’s), women’s apparel accounted for 52% of total apparel sales in 2015.

Nashville Connection

The company has strategic alliances with Music Records and the Entertainment Group. These alliances are valuable to New Look because they provide the needed exposure for its line and the association of its products with celebrities. Celebrities are valuable assets because they receive free clothing for interviews, concerts, and music videos.

Our Solution

New Look clothing line is classy, upscale, versatile, and expensive clothing. Our current customers are males between the ages of 20 and 40. New Look not only develops the clothing line, but supports it with advertising and promotion campaigns. Our customers are the envy of their fashion forward friends. Our prices are in the mid range to upper level in the market, there are more expensive clothes on the market. Our clothes are top notch. This allows our customers to believe they are incredibly smart fashion forward shoppers. 

Target Market

Market Size & Segments

[note: information here is for illustration purposes only, to serve as a sample business plan. It is not accurate and should not be reused]

The company plans to target males between the ages of 20 and 40 with a combined household income of more than $40,000. 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.

The company’s target group is seen as having enough disposable income to spend on high priced quality clothing.  From 2000 to 2007, for example, disposable personal income grew at a healthy average annual of 7.0%. Apparel and footwear expenditures increased at a strong .2% annual rate during the same period. After 2008, however, growth in personal income slowed somewhat and so did apparel expenditures. From 2008 to 2016 disposable personal income rose at an average annual rate of 4.7%, while apparel and footwear expenditures grew 4.5% per year.

According to S&P’s, in the men’s apparel segment, much of the growth in spending is being driven by consumers with annual household incomes of more than $60,000. Spending in this segment increased by approximately 13% in 2010. Apparel purchases by men from households with incomes between $40,000 and $59,999 grew by 7% in 2010. Men’s apparel sales at department stores and off-price retailers grew at double-digit rates in 2010.

As growth slows in the mature U.S. apparel and footwear markets, companies are increasingly looking overseas for growth opportunities.  American brands translate well internationally, and many expanding economies overseas are interested in buying U.S. products. International business has therefore become a focus of some U.S. companies.

Many apparel and footwear manufacturers see Europe, with a population of 350 million, as an attractive market. Tommy Hilfiger and Polo Ralph Lauren recently opened flagship stores in London in an effort to build up their brands in Europe. Expansion in Asia, however, has been sidelined by economic troubles. In other parts of the world, footwear company Payless ShoeSource Inc., has been performing well in Canada and South America.

Distribution

New Look plans to use a direct sales force, retailers, and the Internet to reach its markets. These channels are most appropriate because of time to market, reduced capital requirements, and fast access to established distribution channels. The manufacture of denim is expected to take place in Mexico. Sweaters will be manufactured locally at first, and will later take place in Italy and Hong Kong. Upon arrival, the clothing will be placed in a warehouse. Initially, the company plans to use a consolidated warehouse before acquiring a warehouse of its own.

As companies in these mature industries continually look for ways to compete effectively, U.S. apparel and footwear manufacturers have increasingly moved their production facilities to lower-cost locations outside of the United States. Although some manufacturers have moved operations completely offshore, others are retaining a few production facilities in the United States to manufacture products requiring a quick turnaround time.

While manufacturing in Asia remains substantial, the growth of apparel manufacturing in Mexico and the Caribbean has been significant due to the North American Free Trade Agreement (NAFTA) and the lowering of tariffs. Apparel assembled in Mexico and the Caribbean nations from fabric formed and cut in the United States accounted for 27% of all apparel imports in 1998, up from 9% in 1990.

With an improved economic outlook, Asian currencies have strengthened against the U.S. dollar over the past year. For example, the Thai bhat and Korean won appreciated 13% and 20%, respectively, from June 2013 to June 2014. While this has benefited U.S. exports somewhat, it has put pricing pressures on imported Asian goods. For the vast amount of goods manufactured in China, however, no such benefit is currently expected, as this country’s currency has remained fixed in value versus the U.S. dollar.

Trends

[note: information here is for illustration purposes only, to serve as a sample business plan. It is not accurate and should not be reused]

Leaner inventories, but continued pricing pressures

After several years of inventory build-ups, the apparel industry’s inventory-to-sales ratio declined steeply in 2008, and through 2010 it remained near its lowest levels in 16 years. According to the U.S. Department of Commerce, the inventory-to-sales ratio was 1.49 as of May 2016, significantly below the 1.74 of a year earlier.

After several difficult years and many bankruptcies in the early 2010s, the apparel industry is relatively healthier overall, and its lower inventory levels are a sign of that. Despite the lean inventories, however, prices of women’s apparel declined in the first 6 months of 2015, compared with year-earlier levels, after rising slightly in 1998. S&P’s still expects some degree of apparel pricing pressure to persist in the near future. Intensifying competition doesn’t bode well for apparel manufacturers’ ability to raise prices. Companies are continually searching around the globe for cheaper sourcing and are looking for ways to cut operating costs. Consumers are also very value conscious-they want quality merchandise at the lowest possible price. This trend is evident in the successful growth of off-price retail stores.

Modest growth in ’16

As with most mature industries, the apparel and footwear industries are experiencing intense competition and pricing pressures, while facing the need for constant product innovation. However, these industries are enjoying a great economic cycle, with low interest rates, low unemployment, strong consumer confidence, and a low savings rate. Consumers are continuing to spend at a healthy clip. As a result, S&Ps expects sales for the apparel industry to rise about 4% in 2016. We believe that maker’s with strong brand recognition and those that are closely in tune with consumers’ needs will enjoy average growth. The footwear industry faces a tougher environment, however, considering the still-high inventory levels and low-margin price points. 

Apparel outlook still positive

Although S&P’s doesn’t expect the economy and consumer spending to sustain growth forever, we expect the overall apparel industry to continue to post-modest gains through 2016. Among apparel makers, we expect the best performances to come from companies with strong brand recognition, such as Tommy Hilfiger Inc., Gap, Abercrombie & Fitch, and Jones Apparel Group Inc. As more and more companies have adopted casual attire in the workplace, the trend toward casual dressing continues. This has sustained the need for men and women to establish new wardrobes or alter their existing ones. S&P’s believes this has had more of an effect in the men’s segment, as evidenced by the higher growth rate in sales of that segment in the past year. Eventually, the casual trend will slow to a level of demand that satisfies basic replenishment needs, but for now we expect heightened consumer confidence to encourage spending beyond basic needs. Current career offerings have less structured looks, and consumers have favorably received these.

S&P’s expects the branded apparel companies that sell to the department store channel of distribution to grow somewhat faster than the overall industry. In addition to favorable demographic trends, this segment is benefiting from its strength in design and marketing, which has led to a high consumer awareness of and demand for branded apparel. Nonetheless, because there’s little pent-up demand for apparel, the need for freshness is still a vital part of keeping customers interested.

In response to a challenging and saturated domestic market with slower growth prospects, S&P’s expects that companies with strong brands will increasingly turn to international markets for growth. Companies are hoping that the international consumer’s interest in the U.S. lifestyle will translate into sales of brands that represent that lifestyle. Many companies as a significant growth area see Europe, and Asia appears to be recovering from the economic turmoil experienced in the past couple of years.

Apparel companies have been quick to recognize the importance of the youth market and have started to establish product lines to target this group. Generation Y–those individuals between four and 21 years of age–is a large demographic group with considerable spending power. This group is also significant in setting styles and trends that influence the styles for older consumers.

The current environment of abundant supply, consolidation, and intense competition has forced companies to maximize profits, not only for growth but for survival as well. Companies are constantly searching for ways to maximize efficiencies, cut costs, and increase sales. S&P’s believes this improved condition of apparel companies has positioned the successful ones for a greater degree of growth and should serve to develop a healthier industry.

Buy now, wear now

In the past, consumers purchased apparel and footwear for the upcoming season when retail stores decided it was best to carry the merchandise, usually months in advance. Times are changing, however, consumers are buying apparel and footwear closer to or during the season. The industry has had to adjust to this trend, or risk losing sales and carrying unwanted inventory. Companies have had to shorten design, development, production, and distribution cycles.

In order to stay in tune with consumer needs and trends and to aid in product planning, companies have established internal teams or have hired firms to gather feedback from relevant consumer groups. For example, Tommy Hilfiger recently established what it calls Quick Response Capsules (QRC), teams of designers and production staff to work in collaboration with retail stores to bring out fresh, new fashions within a month. When Nike recently reorganized its apparel division, it created a strategic response division to monitor consumer trends. Other companies are doing this as well.

S&P’s believes that the abbreviated production cycles brought about by this "buy now, wear now" phenomenon has caused companies to re-evaluate their manufacturing processes. With more and more production taking place offshore, the turnaround time for garments can be lengthy. Shortened cycles call for production sites in closer proximity to distribution points. 

At the moment, a few apparel companies are using domestic plants to fulfill small orders for fresh products. Although indications now are that most merchandise will continue to be sources offshore, some seasonal/special items may need to be produced domestically. If such demand increases, there may be some benefit to the rapidly shrinking domestic production industry. This buy now, wear now trend is a manifestation of the power that consumers now have in the mature apparel and footwear industries. Consumers dictate price, location, styles, and time of purchase more, something we don’t see changing anytime soon.

What’s in a name?

In a market where consumers are barraged by advertising and marketing campaigns delivering an onslaught of lifestyle and fashion messages, a brand name is a powerful weapon. Brands have become an increasingly significant factor in apparel and footwear. Many consumers have less time to shop an are spending their disposable income more carefully. Established brand names, with their quality image, make the shopping experience easier and faster for many consumers. For manufacturers, brands build consumer loyalty, which translates into repeat business.

Many established brand manufacturers, such as Tommy Hilfiger, Polo Ralph Lauren Corp., Jones Apparel, Liz Claiborne Inc., and Nautica Enterprises Inc., are leveraging their existing brand names by adding various accessory lines, such as sunglasses, watches, fragrances, wallets, and footwear. Jones Apparel’s recent acquisition of shoe retailer Nine West Group Inc. was a strategic move aimed at broadening the company’s product lines and creating opportunities to cross-sell products between the two brands. However, most companies choose to extend their product lines through licensing. Most recently, Tommy Hilfiger announced new licensing deals to market jewelry, hosiery and, most notably, watches through Movado.

A company with an impressive brand name must exercise caution when entering into licensing agreements. If a new product line doesn’t live up to the quality standards that consumers have come to expect from the brand name, the brand’s image can be tarnished. It remains to be seen how consumers will react to this onslaught of new brand name product introductions. To date consumers have embraced the extended product lines.

Competition

The Apparel Industry

[note: information here is for illustration purposes only, to serve as a sample business plan. It is not accurate and should not be reused]

The U.S. apparel industry is large, mature, and highly fragmented. Apparel sold in the United States is produced both domestically and in foreign locations. According to estimates from the American Apparel Manufacturers Association (AAMA), an industry trade group based in Arlington, Virginia, the dollar value of domestic apparel production was $39 billion at the wholesale level in 2014 (latest available), which was less than the $46 billion (U.S. wholesale value) of goods imported into the United States. In addition, $15 billion of goods were produced in both the United States and other countries.

The U.S. apparel market can be divided into two tiers: national brands and other apparel. National brands are produced by approximately 20 sizable companies and currently account for some 30% of all U.S. wholesale apparel sales. The second tier, accounting for 70% of all apparel distributed, comprises small brands and store (or private-label) goods.

Apparel is sold at a variety of retail outlets. Based on data from NPD Group, discount stores, off-price retailers, and factory outlets accounted for 30% of 2015 apparel sales, while specialty stores and department stores accounted for 22% and 18%, respectively. Another 17% were sold at major chains, and direct mail/catalogs accounted for 6%. The remaining 7% of apparel sales occurred through other means of distribution.

 

Current Alternatives

Although the apparel industry is mature and slow growing, it exists in a dynamic and competitive environment. In order to improve profitability, many 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).

Our Advantages

In a market where consumers are barraged by advertising and marketing campaigns delivering an onslaught of lifestyle and fashion messages, a brand name is a powerful weapon.  Brands have become an increasingly significant factor in apparel and footwear. Many consumers have less time to shop an are spending their disposable income more carefully. Established brand names, with their quality image, make the shopping experience easier and faster for many consumers. For manufacturers, brands build consumer loyalty, which translates into repeat business. 

The company’s name, New Look, is a competitive advantage in itself. The name is not attached to any particular group of customers and it allows entry into different segments of the industry. Another competitive advantage is the company’s marketing strategy. Through the use of celebrities, advertising, promotion, and giveaways, the company is able to develop its presence in the market. Although the company uses retailers to sell its line, most of the marketing and advertising is done in-house.

Keys to Success

Keys to succeses

“

It’s about fashion, and style. We live or die with the look. 

Distribution will be critical. Although we start online, to grow we need to get the resonance of appearing in retail. 

• Department stores 
• Apparel specialty stores 
• Internet store

“

Execution

Marketing & Sales

Marketing Plan

The companies marketing plan is: 

• Public relations. Press releases are issued to both technical trade journals and major business publications such as DNR Magazine.
• Trade shows. Company representatives will attend and participate in several trade shows such as Magic in Las Vegas.
• Print advertising. The company’s print advertising program includes advertisements in magazines such as Code, and Rap Pages.
• Website. New Look plans to establish a presence on the Internet by developing a website. Plans are underway to develop a professional and effective site that will be interactive and from which sales will be generated worldwide. When up and running the customers who choose will be able to purchase our clothes from the comfort of their own home. We will even offer free expedited shipping to our reglars. 
• Social Media – We will use Facebook, Twitter, Instagram and YouTube. Celebrities will be seen wearing our clothes on Facebook and Instagram. We will also run sales and promotions online. We will speak with our customers as well as have them speak back on Twitter. Youtube will be used as a way of promoting our clothing line designers. They will answer questions about fashion "dos and don’ts" and the best way to pick their color palate. 
• The company also plans to use various other channels including billboards, radio and television commercials, and a street team.

Sales Plan

New Look intends to build a sales team that will be tasked with generating sales leads on a regional and national basis. They will also be responsible for establishing connections with retail outlets.

A key factor in the success of New Look will be its distribution. The company plans to use the following retail distribution channels:

• Department stores 
• Apparel specialty stores 
• Internet store

Several large retail chains-particularly in the athletic footwear sector-have developed formats called superstores, which have more square footage dedicated to a particular product category. 

Differences exist in the distribution mix for men’s, women’s, and children’s items. For example, more women’s apparel is purchased in specialty and department stores than is the case for men’s apparel. Men’s apparel is more prevalent in discount stores and general merchandise chains. In the children’s segment, a considerably higher portion of apparel is purchased in discount stores.

Catalogs are another important method of distribution. Consumers have less time to shop, and for some, catalog shopping offers a more convenient and pleasant alternative. 

The distribution channel that has received the most attention recently is the Internet. Although it now represents only a small portion of apparel sales, this distribution channel has the most potential for growth. Consumers like the convenience of being able to shop from anywhere and at anytime they wish. Manufacturers with Internet sites use them for marketing and informational purposes. With expected technological advances in hardware, software, and data pipelines in the future, shopping for apparel and footwear should gain popularity.

Milestones & Metrics

Milestones Table

Key Metrics

Key Metrics are: 

1 – Keeping track of the customers that mention the print publications. We want about 10 to 15 percent of our people to mention the add, use a code or a referral. We will be taking surveys and each cash register attendant is set to ask two questions, did any one help you, where did you hear about us? 

2 – Trade shows – Connect with designers and make manufacturing deals at trade shows. We will keep very good records of the cost of the trade show and the profit from going there. We must cover our costs and make 1 or 2 percent of sales or it is not worth it. 

3 – Public Relations – Keep the cost low and measure by overall sales. These are hard to see and measure directly. They fall under branding and will be seen in sales and Twitter and Facebook. We need to be on people’s minds, have them speaking about us. 

4 – Website. These are measured by page views and links and sharing and our sales on our site. We want 80 percent of the people who search for us and view our clothes to turn into online sales. Technology allows us to keep track of if they drop out and what point in the process. We will have sales people on chat standing by to help. 

Company

Overview

Ownership & Structure

New Look was founded as a Tennessee C-Corporation with principal offices located in Memphis, TN. All operations, from administration to marketing strategies, take place at this leased office location of approximately 500 square feet.

Past Performance

We brought our sales up to $3 million last year, with a 25% gross margin, but no profits. That gross margin was way below industry averages for good reasons as we ramped up, and we project an industry-standard gross of 50% for the future. 

Products

New Look products will be priced at the high end to reflect the quality and exclusiveness associated with the brand. The company will use high-end materials such as cashmere, a wool blend, and high gauge denim. When a mark up is placed on New Look products, customers are willing to pay the premium because of the perceived value and quality guarantee that comes with all products. The New Look line is targeted at males between the ages of 20 and 40.

Team

Management Team

The company’s management philosophy is based on responsibility and mutual respect. New Look has an environment and structure that encourages productivity and respect for customers and fellow employees.

Personnel Table

Financial Plan

Forecast

Key Assumptions

“

Key Assumptions: 

– There are fashion forward men in the area

– These men have money they could spend on luxuries if they choose 

– These men are looking for high quality and unique clothes. They appreciate brands over everything else. 

“

Revenue by Month

Expenses by Month

Net Profit (or Loss) by Year

Financing

Use of Funds

The New Look strategy is to aggressively develop and market a full range collection to consumers. The company intends to market its line as an alternative to existing clothing lines and differentiate itself through its marketing strategies, exclusiveness, and brand awareness. New Look intends to build on its core portfolio of products and overcome any obstacles by using the company’s expertise in the clothing industry.

Sources of Funds

We believe we will be able to finance our growth through careful management of existing streams of income and working capital generated by the business. 

Statements

Projected Profit & Loss

Projected Balance Sheet

Projected Cash Flow Statement