Business & Revenue Report

A/W 15

Dressing characters instead of people

There is an increased open-mindness towards
gender, race and sexual ambiguity. FNDNM is
open to
character, excitement and all other human
perceptions, in all areas, including technology. Our brand raises enthusiasm in a world
where unisex
usually means emotionless and colourless
clothes. Being a brand built on a mindful

approach, we take action in creating a

brand identity with a unisex collection that
caters to characters that are sharing mutual
interests in being off-beat, bold, and a
standing community for equal rights.
We believe in gender-free confidence and
see rules and definitions cast aside in favour
of an intelligent, open-minded world.

TABLE OF CONTENT

1. Proposal 6
2. S.M.A.R.T. 8
3.

Business Model Canvas 9

4.

Company structure HRM 10

5.
Financial Plan

5.1. Investment Plan 12

5.2. Opening Balance Sheet 13

5.3. Three years Sales Forecast 14

5.4. Cash Flow Budget 15

5.5. Profit & Loss Account 16

5.6. Break Even Point Analysis (BEP) 16

5.7. Closing Balance Sheet 17
6. Conclusion 18
7. Appendix

7.1. P.E.S.T.L.E. 20

7.2. Marketing and Communication

7.2.1. Unique selling proposition 21
7.2.2.
Entry market 21

7.2.3. Positioning and price 21
7.2.4.
Our services 22
7.2.5.
Marketing Channels 22

7.2.6. Monitoring Marketing channels 22

7.3. Cost Calculation 23

7.4. Collection overview 24-25

7.5. Sales Forecast 26

7.6. Post retail life costs 26
8. Sources 28-30

Proposal

In order to launch the brand in September 2015 we need investors who

support our vision. Therefore this report will show that FNDNMs concept
can be translated into a feasible business that is expected to gain profit
within the first year.

S.M.A.R.T. Analysis

Specific
2015/16 Establish a consumer base (fandom) by having 50 new subscribers to

our online community each month. This will be achieved by promotion
and word of mouth.
2016/17 Conquer a larger market share by increasing our total sales by 5%.
2017/18 Generating enough profit in order to be able to operate without loans by
August 2018. We want to diburse our loan of 48.885,94 .

Mesurable
2015/16 Sell 1080 Jeans, 1224 Knits
2016/17 Sell 1134 Jeans, 1285 Knits
2017/18 Sell 1190 Jeans, 1349 Knits

Achievable
Achieve efficient brand awareness through promotion, Pop-up store and launching
event within the first 4 months of the first selling period in order to be able to sell the
whole collection.
Establish acceptance of the Fits.me tool and decrease customer returns by less than
4,5% of our online purchases and keeping that rate for the coming years.

Realistic
FNDNM reaches the point of being break even when having sold an average of
1884 garments
FNDNM has established itself so far that hence within the Spring/Summer
collection in the third year a collaboration on patterns with an artist will
accompany the concept.

Timely
Time of Break even within the first year of the selling period.
By August 2018 FNDNM achieves to earn the silver C2C certificate.

Business Model Canvas

Group D4

FNDNM - Fandom Denim

Key Partners
Fits.me
Texperium

Key Activities
Product design
Customer service
Web-shop design and
maintenance
Marketing and Sales
Supply Chain Management
Manufacturing

01.10.14

Value Proposition

Customer
Relationship

Customer
Segments

Off-beat, colourful and

unisex garments with a
youthful attitude

Love and respect

Emotional connection
Commitment

Niche market (unisex)

Bridge price segment
(Mid to High price)

Key Recources

Channels

Contract with Fits.me

Contract with Texperium
Designer
Employees
Contract with Bleckmann

Webshop & Website

Pop-up store
Social media
FNDNM Festival Van
Collaborations with artists
and musicians

Cost Structure

Revenue Streams

Fits.me
Webshop
Employees
Location (E-commerce, headquarter, Pop-up store)
Production
Marketing
Packaging
Logistics

Asset Sales

For more information see Appendix Marketing & Communication on p. 21-22

Organisational Structure
FNDNM Company Structure

Finance
(Accounting)

I
General
Manager

Sales & Marketing PR
(Webshop Manager)

Buying & Logistic

(Headquarter Manager)

Designer

Intern



General description
of company sturcture


In the FNDNM company structure there are
company will only operate within the

four main departments
under the general
Netherlands, one of our goals is to expand

manager; Design,
Sales & Marketing PR,

Buying & Logistics
and Finance. Being such

a small company
we like our departments
and interact and support
to be flexible
each other. While the first three years our

10

our distribution to the rest of Europe after

the start up period. In order to meet this
expand, we will then enlarge our company
departments and their occupation.

Financial Plan

Financial Plan - Investment Plan

Investment Plan

Price/
Price/
piece
piece

Despricption
Despricption
Inventory
Inventory
Headquater
Headquater
Chair
Chair
Desk
Desk
Laptop
Laptop
Lightning
Lightning
Printer & Copy Machine
Cleaning
Supply
Set
Printer
& Copy
Machine
Hangers
Cleaning
Supply Set
Clothing Rack
Hangers

Clothing Rack
Intagible Assests
KVK
Intagible
StockAssests
System
KVK MS OFFICE

Stock System
MS OFFICE

Stock
TOPS
PAR-TEE
StockFUNDAY #1
TOPS FUNDAY #2
PAR-TEE
SHORTDAY #1
SHORTDAY
#2
FUNDAY
#1
COOLER
FUNDAY
#2
LONGER
SHORTDAY
#1THAN U
LAID BACK
SHORTDAY #2
NO SWEAT
COOLER
WINK

Variable
LONGER
THAN U
LAID BOTTOMS
BACK
NO SWEAT
HIGH FIVE
FLY
WINKSO
F/W

Costs

LOW CO

Collection

15,01

15,01

62,41

62,41

786,05
786,05
23,7
23,7
46,61
38,71
46,61
0,14
38,71
7,34
0,14

Unit
Unit

10
10
6
6
6
6
15
15
2
12

Price
Priceexc.l
exc.l
VAT
VAT

150,10 !

150,10 !

VAT- VATEquity Equity

(own money)
(own money)
Percentage
Percentage
Savings
25.200,00 !25.200,00 !
Savings
21%
assests
- !
21% Previous
Previous
assests
- !
31,52 !

716,30 !
%
355,50 !
45%
93,22 !
38,71 !
50%
210,00
!
0%
44,04 !

374,46 !

78,64 !

374,46 !

Loan Capital

78,64 !

4.716,30 !
4.716,30
355,50 !
355,50
93,22
!
38,71
!
93,22
210,00
!
38,71
44,04
!
210,00

2%
1%
7%
3*)30,
50,00 !
40%
400,00 !
4%
148,83 !
0%
,,,,,,,,,,'()*)+,0%
1%

10,84 !
08,56 !
35,72 !
91,84 !
,36 !
50,32 !
70,32 !
70,32 !
03,28 !
06,28 !

12

30,40 !

12*'30,

19.374,84 !

Loan Capital

990,42 ! Mortgage (Premises)

- !
!
990,42
! at
Mortgage
(Premises)
!
74,66
! Loan
bank
49.000,00 !
9% !
! Loan at bank
49.000,00
!
19,5874,66
! Creditors
- !
8,1319,58
! Family
Loan
- !
!
! Creditors
- !
1500
29,40 !8,13 !
!
Family Loan
- !
1
6
9,2529,40
! Cost
1500
!
! estimate
5.982,33 !
1.241,59 !
Fixed Costs
Per month
In %
7,34
6
44,04 !
9,25 ! Cost estimate
Salaries
8.900,00 ! 65,45%
5.982,33 !
1.241,59 !
Fixed Costs
Per month
Rent
1.700,00 ! 12,50%
Salaries
8.900,00 !
1
- ! Advertising
108,33 ! 0,80%
50,00 !
50,00 !
Rent
!
0,92%
1
84,00 ! Webshop
125,00 ! 1.700,00
400,00 !
400,00 !
! Advertising
50,00 !!
50,00
108,33 !
11
31,25 ! - Utilities
15,00 ! 0,11%
148,83
148,83
! !
115,25 84,00
!
49,99 ! 0,37%
Adobe
Creative Cloud
1
! Webshop
400,00 !
400,00 !,,,,,,,,,,'()*)+,125,00 !
1.550,00 ! 11,40%
1
31,25Fits.me
! Utilities
148,83 !
148,83 !
15,00 !
F/W Collection 2015
,,,,,,,,,,'()*)+,115,25Texperium
!
49,99 !
Adobe Creative Cloud 33,10 ! 0,24%
Pop-up store
666,67 ! 4,90%
Fits.me
1.550,00 !
29,73 !
108 3.210,84 !
674,28 ! Bank interest
367,50 ! 2,70%
F/W
Collection
20151.708,56 !
Texperium
33,10 !
23,73
!
72
358,80 ! Depreciation
83,09 ! 0,61%
Pop-up
store
13.598,67 ! 666,67 !
28,77 !
36 1.035,72 !
217,50 ! Total
29,73
108
3.210,84
674,28
! Bank interest
367,50 !
20,72!!
72 1.491,84
! !
313,29
!
25,76!!
36
! !
194,75
! Salaries
Per month
23,73
72 927,36
1.708,56
358,80
! Depreciation
83,09 !
36,81!!
72
! !
556,57
! General
Manager
2.100,00 !13.598,67 !
28,77
36 2.650,32
1.035,72
217,50
! Total
34,31!!
72
! !
518,77
! Finance
1.600,00 !
20,72
72 2.470,32
1.491,84
313,29
!
34,31 !
72 2.470,32 !
518,77 ! Sales& Marketing, PR
1.900,00 !
25,76 !
36 927,36 !
194,75 ! Salaries
Per month
63,98 !
36 2.303,28 !
483,69 ! Buying & Logistics
1.800,00 !
36,81
72 1.106,28
2.650,32
556,57
! General Manager
30,73!!
36
! !
232,32
! Designer
1.300,00 ! 2.100,00 !
Excl.
34,31
! VAT 72 2.470,32 ! 19.374,84 !
518,77
! Finance
4.068,72
!
Intern
200,00 ! 1.600,00 !
34,31 !
72 2.470,32 !
518,77Salary
! Sales&
TOTAL Marketing, PR 8.900,00 ! 1.900,00 !
63,98
36 6.230,40
2.303,28
483,69
! Buying & Logistics
1.800,00 !
51,92!!
120
! !
1.308,38
!
51,92!!
!
30,73
36 6.230,40
1.106,28
! Designer
1.300,00 !
Period 120
S/S ! !
Period 1.308,38232,32
54,01 !
60 3.240,60 !
680,53
!
19.374,84 !
4.068,72
!
Intern
200,00 !
6
months
Collection
6month
57,91 !
60 3.474,60 !
729,67 !
Salary TOTAL
8.900,00 !
83,46 !
60 5.007,60 !
1.051,60 !
51,92 !
120 6.230,40 !
1.308,38 !
100,23 !
60 6.013,80 !
1.262,90 !
51,92
!
120
6.230,40
!
1.308,38
84,78
!
60 ! 5.086,80
!
1.068,23
! ! !
!"#$
19.374,84
19.374,84
54,01 !
60 3.240,60 ! 35.284,20 !
680,53
!
7.409,68
!

78,64 !
2*430,
990,42
!
/*(30,
74,66 !
3*2/0,
19,58 !
8,13 !
3*+40,
29,40 !
3*110,
9,25 !
11*/30,
5.982,33
1.241,59 !
3*(20, !

- !
84,00 !
31,25 !
115,25 !

674,28 !
358,80 !
217,50 !
313,29 !
194,75 !
556,57 !
518,77 !
518,77 !
483,69 !
232,32 !
4.068,72 !
1.308,38 !

F/W
Collection

31,52 !

PATCH IT
BOTTOMS
W'SUP
HIGH FIVE
PUMP UP
SO FLY
LOW
PRO
TOPS
LOW CO
ce exc.l
VAT%"!!"&$
BOTTOMS
35.284,20
! 3.474,60
35.284,20
! !
PATCH
IT
57,91
!
60money)
!
729,67
Equity
(own
VAT
Percentage
W'SUPTotal
83,4654.659,04
!
60 ! Total
5.007,60
! VAT 21%
1.051,60
12.835,24
! ! !
Total
54.659,04
Savings
25.200,00 ! 1.262,90 !
PUMP UP
100,23
!
60 6.013,80 !
21%
Previous
assests
- ! 1.068,23 !
LOW PRO
84,78
!
60 5.086,80 !
150,10 !
31,52 !
35.284,20 !
7.409,68 !

374,46 !

Variable Costs
VAT
VariableExcl.
Costs

Variable Costs

Excl. VAT

F/W
Collection

Period
6 months

TOPS
BOTTOMS
9%
Total

/*(30,

Period
F/W
6 months
Collection

19.374,84 ! !"

TOPS
35.284,20 ! %"
BOTTOMS 54.659,04 ! To
Total
2*430,

3*.10

3*2/0,

/*(30,

2*430,

In %
3*+40,
3*2/0,
65,45%
3*110,
11*/30,
3*+40,
12,50%
3*(20,
0,80%
3*110,
11*/30,
0,92%
3*)30,
3*(20,
0,11%
0,37%
3*)30,
11,40%
0,24%
4,90%
2,70%
12*'30,
0,61%
12*'30,

S/S
Period
Collection 6month

Loan Capital
Total
Mortgage (Premises)
3*.10,
Loan at bank
Creditors
Family Loan

VAT 21%Salaries
- ! 12.835,24 !
49.000,00 !
9%
Rent
- !
- !

19.374,84 !
35.284,20 !
54.659,04 !

Advertising

Cost estimate
Webshop
Fixed Costs
Per month
In %
Salaries
8.900,00
Utilities! 65,45%
Rent
1.700,00 ! 12,50%
Adobe
Advertising
0,80%
108,33
! Creative
Cloud
Webshop
125,00 ! 0,92%
Fits.me
Utilities
15,00
! 0,11%
49,99 ! 0,37%
Adobe Creative Cloud
.'*/'0,
Texperium
Fits.me
1.550,00 ! 11,40%
Texperium
33,10 ! 0,24%
Pop-up store
Pop-up store
666,67 ! 4,90%
Bank interest
367,50 ! 2,70%
Bank interest
Depreciation
83,09 ! 0,61%
13.598,67
!
Total
Depreciation
Salaries
General Manager
Finance
Sales& Marketing, PR
Buying & Logistics
Designer
Intern
Salary TOTAL

19.374,84 ! !"#$
35.284,20 ! %"!!"&$
54.659,04 ! Total

TOPS
BOTTOMS
Total

Per month
2.100,00 !
1.600,00 !
1.900,00 !
1.800,00 !
1.300,00 !
200,00 !
8.900,00 !

/*(30,

2*430,

Salaries

3*.10,

3*2/0,

Rent

In order to be able to launch, FNDNM starts off

3*+40,
Advertising
with a total investment of 74.200 . To cover
all of
3*110,
11*/30, expenses and productionWebshop
our
operating
costs we
3*(20,
are
able to invest 25.200 of our own capital and
Utilities
need
an additional bank loan of 49.000 .
3*)30,
Adobe Creative
Cloud
Fits.me

.'*/'0,

Texperium
Pop-up store

12*'30,

S/
C

Bank interest
Depreciation

Financial Plan - Opening Balance

Opening Balance

Investment budget

Financing budget
Euro

Non-Current Assests
Premises
Inventory Head Quater
Intangible Assets

Total

Euro
Owners Equity
Own capital
Previous assets

5.982,33 !
598,83 !

Total

25.200,00 !
- !
25.200,00 !

6.581,16 !
Current Assests
Stock
TOPS
BOTTOMS
To recover VAT
Liquitity
Total Investments

Loan capital
Mortage
Loan at bank
Creditors
Loans other
VAT to be paid

19.374,84 !
35.284,20 !
12.835,24 !
67.494,28 !
124,56 ! '''''''''''''!"#$%&'(
74.200,00 !

49.000,00 !
Total Necessary Equity

Opening balance

- 1.September 2015

Assets/debit

Liabilities/credit
Euro
Euro
Owners Equity

Non-current assets
Premises
Inventory head quater
Intangible Assets

25.200,00 !
- !

Liquitity

- ! Own capital
5.982,33 ! Previous assets
598,83 ! Loan Capital
Mortage
19.374,84 ! Loan at bank
35.284,20 ! Creditors
12.835,24 ! Loans other
124,56 ! VAT to be paid

Total

74.200,00 !

74.200,00 !

Current assets
TOPS
BOTTOMS
TO recover VAT

- !
49.000,00 !
- !
- !

- !
49.000,00 !
- !
- !
- !

74.200,00 !

Financial Plan - Three years Sales Forecast

Sales Forecast
SALES FORECAST
COLLECTION
Unit

Total Numbers for

the whole year

F/W 2015 (Sep 2015-Feb 2016)

Cost of goods sold

Gross Sales

Net Sale

Department

Unit

1 F/W Collection
1 S/S Collection
Net Sales

TOPS

612

23.443,56 !

71.336,91 !

58.956,12 !

TOPS

1224

BOTTOMS

540

42.693,88 !

103.294,55 !

85.367,40 !

BOTTOMS

1080

170.734,80 !

TOTAL

1152

174.631,46 !

144.323,52 !

Total

2304

288.647,04 !

3 Years
SALES FORECAST

66.137,44 !

117.912,24 !

TOPS
FALL/WINTER COLLECTION

2015/2016

SPRING/SUMMER COLLECTION

2015
September

2015
October

2015
November

Sales %

7,2%

6,9%

6,1%

Turnover

8.489,68 !

2016/2017

8.135,94 !

7.192,65 !

2016
September

2016
October

2016
November

Sales %

7,6%

7,3%

6,5%

Turnover

9.409,40 !

2017/2018
Sales %
Turnover

9.037,97 !

8.047,51 !

2017
September

2017
October

2017
November

8,0%

7,7%

6,9%

10.376,28 !

9.987,17 !

8.949,54 !

October

!November

2015
December

2016
January

9,1%

5,9%

10.730,01 !

6.956,82 !

2016
December

2017
January

9,5%

6,3%

11.761,75 !

7.799,89 !

2017
December

2018
January

10,0%

6,7%

12.970,35 !

2016
February

2016
March

2016
April

5,8%

6,7%

8,4%

6.838,91 !

7.900,12 !

2017
April

6,2%

7,4%

8,7%

10,3%

10.771,28 !

12.752,21 !

9.161,78 !

2017
May

June

2018
May

6,5%

7,8%

9,1%

10,7%

8.430,73 !

10.116,87 !

11.803,02 !

13.878,27 !

!"#+

June

117.912,24 !

%&%'(

##)!*
13.866,48 !

!"#+

July

#!).*
16.083,23 !

#""*

August

#!)!*
15.104,56 !

!"#+

2018
April

#")+*
12.734,52 !

!"#,

July

14.609,33 !

%&%'(

August

##)+*
13.913,64 !

!"#,

##)+*

2018
March

!"#$

July

13.677,82 !

!"#,

2017
March

7.676,09 !

!"#$

June

##)$*

9,7%
11.437,49 !

2017
February

2018
February

8.690,13 !

!"#$

2016
May

9.904,63 !

#"-)"*
123.807,85 !

%&%'(

August

#!)$*
16.342,64 !

##)$*
15.045,60 !

##")"*
129.703,46 !

18000
16000
14000
12000
10000
8000
6000
4000
;<=>4#4

2000

;<=>4!4

;<=>404

September

3 Years
SALES FORECAST

!December

January

!February

2015
September

16.561,28 !

2016/2017

2016
September

17.747,88 !

2017/2018

2017
September

17.927,15 !
2016
October

15.878,34 !
2016
November

#")/*
19.540,60 !
2017
October

2015
December

/)0*

17.389,34 !
2017
November

##)0*

#")"*

19.388,22 !

21.270,57 !

18.823,51 !

2016
January

#")/*
18.610,09 !
2016
December

/),*

#")0*

Sales %
Turnover

2015
November

#")-*

/)/*

Sales %
Turnover

June

May

July

August

SPRING/SUMMER COLLECTION

2015
October

/),*

Sales %
Turnover

April

BOTTOMS
FALL/WINTER COLLECTION

2015/2016

March

,)0*
12.463,64 !
2017
January

##)0*
20.257,68 !
2017
December

2016
February

,),*
13.803,91 !
2018
January

##)+*

+)#*

22.211,74 !

15.247,04 !

!December

January

2016
March

,)#*

2016
April

,)-*

12.122,17 !

12.805,11 !

2017
February

2017
March

,)-*

13.488,05 !
2017
April

,)/*

13.445,37 !

14.162,45 !

2018
February

2018
March

,)/*
14.870,57 !

2018
April

15.623,51 !

12.975,84 !

12.975,84 !

!"#+

15.999,98 !

%&%'(
,)+*

13.983,18 !

!"#+

July

+)-*

#"")"*
170.734,80 !

August

13.983,18 !

June

15.999,98 !

12.463,64 !

,)+*

!"#+
+)-*

,)0*

!"#,

July

14.520,99 !

2018
May

16.376,46 !

!"#,
+)#*

14.520,99 !

+),*

12.463,64 !

June

%&%'(

August

,)0*

!"#,
+)#*

!"#$

July

,)$*

2017
May

14.879,54 !

!"#$

June

,)$*

+)0*

+)0*

!"#$

2016
May

,)/*

#"-)"*
179.271,54 !

%&%'(

August

+)!*
15.435,28 !

+).*
15.811,75 !

##")"*
188.235,12 !

25000
20000
15000
10000
;<=>4#4
5000
?<=>4!4
?<=>404

0
September

October

!November

!February

March

April

June

May

July

August

%&%'(

3 Year Forecast , TOPS & BOTTOMS

FALL/WINTER COLLECTION

2015/2016

%&12
6&%%&72
%&%'(
894*

2015
September

2015
October

SPRING/SUMMER COLLECTION
2015
November

2015
December

2016
January

2016
February

2016
March

2016
April

2016
May

!"#$

!"#$

!"#$

June

July

August

4444444+3.+/)$+45 4444444444444+3#0-)/.45 444444444,3#/!)$-45 44444#"3,0")"#45 44444444444$3/-$)+!45 444444$3+0+)/#45 444444444,3/"")#!45 444444444444/3/".)$045 44444##3.0,)./45 4444#03$,,)+!45 44444#03/#0)$.45 4444#!3,0.)-!45 44444444444##,3/#!)!.45
4444#$3-$#)!+45 44444444444#,3/!,)#-45 4444444#-3+,+)0.45 44444#+3$#")"/45 444444444#!3.$0)$.45 4444#!3#!!)#,45 4444444#!3+"-)##45 444444444#03.++)"-45 44444#!3/,-)+.45 4444#!3/,-)+.45 44444#!3.$0)$.45 4444#!3.$0)$.45 44444444444#,"3,0.)+"45
((((!"#$"$%&'() (((((((((((!'#$'*%+$() (((((((!*#$,$%&-() (((((!&#*.$%++() ((((((((+&#.!$%.'() ((((+-#&'+%$-() (((((((!$#,$"%!*() (((((((((!*#*&!%'-() (((((!.#.+*%**() ((((!'#'"*%''() (((((!'#*,,%!-() ((((!"#+&-%+'() (((((((((((!--#'.,%$.()
+),*
/)"*
+)"*
#")!*
$),*
$)$*
,)!*
+)#*
+)-*
/)!*
/)#*
+),*
#"")"*

/012(+(

40-3""")""4544
40"3""")""4544
4!-3""")""4544
4!"3""")""4544
4#-3""")""4544
4#"3""")""4544
4-3""")""4544
4@444544

2016/2017

%&12
6&%%&72
%&%'(
894*

2017/2018

%&12
6&%%&72
%&%'(
:94*

2<AB<CD<>4
2016
September

&EBFD<>4
2016
October

GFH<CD<>4
2016
November

I<E<CD<>4
2016
December

J=9K=>?4
2017
January

L<D>K=>?4
2017
February

'A>:N4
2017
April

7=?4
2017
May

JK9<4

JKN?4

!"#,

!"#,

!"#,

June

July

August

'KOKPB4

%&%'(

4444444/3."/)."45 4444444444444/3"0,)/,45 444444444+3".,)-#45 44444##3,$#),-45 44444444444,3,//)+/45 444444,3$,$)"/45 444444444/3#$#),+45 444444444#"3,,#)!+45 44444#!3,-!)!#45 4444#.3$"/)0045 44444#-3#".)-$45 4444#03+$$).+45 44444444444#!03+",)+-45
4444#,3,.,)++45 44444444444#/3-.")$"45 4444444#,30+/)0.45 44444!"3!-,)$+45 444444444#03+"0)/#45 4444#03..-)0,45 4444444#.3#$!).-45 444444444#.3+,/)-.45 44444#.3-!")//45 4444#.3-!")//45 44444#03/+0)#+45 4444#03/+0)#+45 44444444444#,/3!,#)-.45
((((!,#+",%!-() (((((((((((!-#",-%",() (((((((!"#.*'%-"() (((((*!#$+&%.*() ((((((((!+#'$*%-$() ((((!+#+!+%."() (((((((!*#*!.%!*() (((((((((!"#'"$%-!() (((((!,#!,*%!$() ((((!&#+*$%*!() (((((!&#$-,%,.() ((((!,#-.&%''() (((((((((((*+-#!**%*'()
+)-*
/)"*
+)"*
#")#*
$)+*
$)$*
,)0*
+)#*
+)$*
/)!*
/)#*
+)+*
#"")"*

2017
September

2017
October

2017
November

2017
December

2018
January

2018
February

2018
March

2018
April

2018
May

!"#+

!"#+

!"#+

June

July

August

%&%'(

4444#"30,$)!+45 4444444444444/3/+,)#,45 444444444+3/./)-.45 44444#!3/,")0-45 44444444444+3$/")#045 444444+3.0"),045 4444444#"3##$)+,45 444444444##3+"0)"!45 44444#03+,+)!,45 4444#$3"+0)!045 44444#$30.!)$.45 4444#-3".-)$"45 44444444444#.!3$,0)+#45
4444#/30++)!!45 44444444444!#3!,")-,45 4444444#+3+!0)-#45 44444!!3!##),.45 444444444#-3!.,)".45 4444#.3+,")-,45 4444444#-3$!0)-#45 444444444#$30,$).$45 44444#-3///)/+45 4444#-3///)/+45 44444#-3.0-)!+45 4444#-3+##),-45 44444444444!",3"-+)$045
((((!&#,'.%.&() (((((((((((*+#!",%,*() (((((((!,#,,*%$"() (((((*"#+-!%$&() ((((((((!*#&*,%+-() ((((!*#*$+%*$() (((((((!"#,.$%*-() (((((((((!-#+,&%.,() (((((!&#-,-%!'() ((((*!#$-*%!+() (((((*+#,,,%&!() ((((*$#-",%*"() (((((((((((*.&#,*!%..()
+)-*
+)/*
,)/*
#")#*
$)+*
$),*
,).*
+)#*
+)-*
/)!*
/)#*
+)+*
#"")"*

The sales forecast reflects the buying behavior of our

costumers, which is influenced by our promotions
during each month. Where as our Fall/Winter
Collection sets its focus on our Jeans designs, we like

14

7=>EM4
2017
March

to emphasize our bright and colorful collection of

our Tops during the Summer season.
(See detailed explanation in the Appendix p. 26)

Financial Plan - Cash Flow Budget

Cash Flow Budget
Cash-flow budget
First Year
2015/2016

2015

2015

2015

2015

2016

2016

2016

2016

2016

2016

2016

2016

September

October

November

December

January

February

March

April

May

June

July

August

Liquidity start month(A)

54.783,60

16.944,14

35.631,57

50.698,54

67.250,69

77.900,53

87.994,52

17.839,94

33.296,16

49.987,37

64.480,42

83.548,02

Revenues
Turnover
VAT on turnover
Deposits/loans
VAT from Tax (Belastingdienst)
Total revenues (B)

25.050,96
5.260,70
-
12.835,24
43.146,90

26.063,10
5.473,25
-
-
31.536,35

23.070,98
4.844,91
-
-
27.915,89

29.340,11
6.161,42
-
11.478,40
46.979,93

19.420,46
4.078,30
-
-
23.498,76

18.961,08
3.981,83
-
-
22.942,91

20.705,23
4.348,10
-
-
25.053,33

23.392,68
4.912,46
-
-
28.305,14

24.413,33
5.126,80
-
-
29.540,13

26.653,66
5.597,27
-
11.478,40
43.729,33

26.377,28
5.539,23
-
-
31.916,51

25.198,16
5.291,61
-
-
30.489,78

Payments
Purchases of suppliers
BTW on purchases
Personnel (salaries)
Rent
Operating Expenses
Interest at bank
Advertising
Pop-up Store
VAT to Tax (Belastingdienst)
Total payments (C)

54.659,04
11.478,40
8.900,00
1.700,00
1.773,09
367,50
108,33
2.000,00
-
80.986,36

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
2.000,00
15.578,86
30.427,78

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

54.659,04
11.478,40
8.900,00
1.700,00
1.773,09
367,50
108,33
2.000,00
14.221,55
95.207,90

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
2.000,00
14.387,36
29.236,28

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

16.944,14

35.631,57

50.698,54

67.250,69

77.900,53

87.994,52

17.839,94

33.296,16

49.987,37

64.480,42

83.548,02

101.188,88

June

July

August

Liquidity end of month (=A+B-C)

(Bank + Register)

Cash-flow 2016/2017

120.000,00
100.000,00
80.000,00
60.000,00
40.000,00
20.000,00
-
September

Second Year
2016/2017
Liquidity start month(A)

2016

Liquidity end of month (=A+B-C)

(Bank + Register)

Third Year
2017/2018
Liquidity start month(A)
Revenues
Turnover
VAT on turnover
Deposits/loans
VAT from Tax (Belastingdienst)
Total revenues (B)
Payments
Purchases of suppliers
BTW on purchases
Personnel (salaries)
Rent
Operating Expenses
Interest at bank
Advertising
Repayments
VAT to Tax (Belastingdienst)
Total payments (C)
Liquidity end of month (=A+B-C)
(Bank + Register)

2016

November

2016

December

2016

January

2017

February

2017

March

2017

April

2017

May

2017

2017

2017

2017

September
October
November
December
January
February
March
April
May
June
July
August
101.188,88
33.327,84
55.058,99
72.988,66
91.889,30
105.180,98
117.889,02
46.121,73
64.310,30
84.461,96
100.900,91
123.248,15

Revenues
Turnover
VAT on turnover
Deposits/loans
VAT from Tax (Belastingdienst)
Total revenues (B)
Payments
Purchases of suppliers
BTW on purchases
Personnel (salaries)
Rent
Operating Expenses
Interest at bank
Advertising + Pop-up Store
Pop-Up Store
VAT to Tax (Belastingdienst)
Total payments (C)

October

27.157,28
5.703,03
-
-
32.860,31

28.578,57
6.001,50
-
-
34.580,07

25.436,85
5.341,74
-
-
30.778,59

32.019,43
6.724,08
-
12.052,32
50.795,83

21.603,80
4.536,80
-
-
26.140,60

21.121,45
4.435,50
-
-
25.556,96

23.324,23
4.898,09
-
-
28.222,32

25.650,82
5.386,67
-
-
31.037,49

27.273,20
5.727,37
-
-
33.000,58

29.130,32
6.117,37
-
12.052,32
47.300,01

29.087,74
6.108,42
-
-
35.196,16

27.849,66
5.848,43
-
-
33.698,09

57.391,99
12.052,32
8.900,00
1.700,00
1.773,09
367,50
108,33
2.000,00
16.428,11
100.721,34

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
2.000,00
17.046,27
31.895,19

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

57.391,99
12.052,32
8.900,00
1.700,00
1.773,09
367,50
108,33
2.000,00
15.696,38
99.989,61

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
2.000,00
16.012,13
30.861,05

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

33.327,84

55.058,99

72.988,66

91.889,30

105.180,98

117.889,02

46.121,73

64.310,30

84.461,96

100.900,91

123.248,15

144.097,32

2017

2017

2017

2017

2018

2018

2018

2018

2018

2018

2018

2018

Septmber
October
November
December
January
February
March
April
May
June
July
August
144.097,32
76.438,03
101.410,97
122.167,45
145.868,08
161.983,15
177.328,80
105.566,24
126.814,48
150.118,25
171.118,66
196.721,02

29.764,49
6.250,54
-
-
36.015,04

31.257,73
6.564,12
-
-
37.821,86

27.773,05
5.832,34
-
-
33.605,39

35.182,09
7.388,24
-
12.626,24
55.196,57

23.937,18
5.026,81
-
-
28.963,98

23.301,30
4.893,27
-
-
28.194,57

25.740,38
5.405,48
-
-
31.145,87

28.179,47
5.917,69
-
-
34.097,16

29.878,26
6.274,43
-
-
36.152,69

32.083,21
6.737,48
-
12.626,24
51.446,93

31.777,92
6.673,36
-
-
38.451,28

30.857,35
6.480,04
-
-
37.337,40

60.124,94
12.626,24
8.900,00
1.700,00
1.773,09
367,50
108,33
-
18.074,22
103.674,32

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
18.647,01
31.495,93

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

60.124,94
12.626,24
8.900,00
1.700,00
1.773,09
367,50
108,33
-
17.308,32
102.908,42

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
17.597,60
30.446,52

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

-
-
8.900,00
1.700,00
1.773,09
367,50
108,33
-
-
12.848,92

76.438,03

101.410,97

122.167,45

145.868,08

161.983,15

177.328,80

105.566,24

126.814,48

150.118,25

171.118,66

196.721,02

221.209,49

Financial Plan - Profit and Loss account & BEP

Profit and Loss account & BEP
Profit and Loss account

Year
2015/2016
1. Sept -31. Aug.

Year 2
2016/2017
1. Sept -31. Aug.

90.000,00 !

Year 3
2017/2018
1. Sept -31. Aug.
!

Gross margin (A)

Turnover
Purchases of suppliers
Gross margin (A)

288.647,04 !
109.318,08 !
179.328,96 !

318.233,36 !
114.783,98 !
203.449,38 !

349.732,44 !
120.249,89 !
229.482,55 !

Fixed costs
Personnel (salaries)
Rent
Administrations
Pop-Up Stores
Advertising
Depreciations
Total fixed costs (B)

106.800,00 !
20.400,00 !
21.277,08 !
8.000,00 !
1.299,96 !
997,06 !
158.774,10 !

106.800,00 !
20.400,00 !
21.277,08 !
8.000,00 !
1.299,96 !
997,06 !
158.774,10 !

106.800,00 !
20.400,00 !
21.277,08 !
- !
1.299,96 !
997,06 !
150.774,10 !

Profit before interest (A-B)

20.554,87 !

44.675,28 !

78.708,46 !

Cost of finance (interest)

Profit before tax

4.410,00 !
16.144,86 !

4.410,00 !
40.265,28 !

4.410,00 !
74.298,46 !

78.708,46
!

80.000,00 !
70.000,00 !
60.000,00 !
44.675,28
!

50.000,00 !
40.000,00 !
30.000,00 !

20.554,87
!

20.000,00 !
10.000,00 !
- !
Year

Year 2

Year 3

Break even point

les

Sa

Fixed costs

Break even point

Average selling price

Average cost price
Average Margin
Fixed costs
per year
Break-even point

FNDNM launches two collections each year, starting

with a total of 2304 pieces. Due to our set margin
and fixed cost we came to a conclusion that we
have to sell 1884 pieces to be break even.
According to our sales forecast this period will be in
July 2016 and leaves the month of August to already
make profit in the first year.

16

135,17 !
50,89 !
84,28 !
158.774,10 !
1884

Financial Plan - Closing Balance Sheet

Closing Balance Sheet
Closing balance year I , 31.August 2016
Assets/debit

Liabilities/credit
Euro

Euro

Non-current assets
Total non-current assets
before depreciation

6.581,16 !

- depreciation

997,06 !

Total non-current assets

5.584,11 !

Current assets
TOPS
BOTTOMS
To recover VAT
Liquidity

- !
- !
- !
101.188,88 !

Total

106.772,98 !

Owners equity
Own capital
Earnings incl.
interest payment

25.200,00 !
20.554,87 !

- interest =

16.144,86 !

Loan capital
Mortage
Loan at bank
Creditors
Loans other
VAT to be paid

- !
49.000,00 !
- !
- !
16.428,11 !
106.772,98 !

Closing balance year II, 31.August 2017

Assets/debit

Euro

Non-current assets
non-current assets before
depreciation

Liabilities/credit
Owners equity
Own capital
5.584,11 !

- depreciation

997,06 !

Total non-current assets

Euro
25.200,00 !

Earnings incl.
interest payment

44.675,28 !

- interest
+ last years earnings

40.265,28 !
16.144,86 !

Total earnings

56.410,15 !

Loan capital
Mortage
Loan at bank
Creditors
Loans other
VAT to be paid

- !
49.000,00 !
- !
- !
18.074,22 !

4.587,05 !

Current assets
TOPS
BOTTOMS
To recover VAT
Liquidity

- !
- !
- !
144.097,32 !

Total

148.684,37 !

148.684,37 !

Closing balance year III, 31.August 2018

Assets/debit

Euro

Liabilities/credit

Non-current assets
non-current assets before
depreciation
- depreciation

4.587,05 !

Total non-current assets

3.589,99 !

997,06 !

Owners equity
Own capital
Earnings incl.
interest payment
- interest
+ last years earnings
Total earnings

Current assets
TOPS
BOTTOMS
To recover VAT
Liquidity
Total

- !
- !
- !
221.209,49 !
224.799,5 !

Loan capital
Mortage
Loan at bank
creditors
Loans other
VAT to be paid

Euro

25.200,00 !
78.708,46 !
74.298,46 !
56.410,15 !
130.708,60 !

- !
49.000,00 !
- !
- !
19.890,88 !
224.799,5 !

Conclusion

Based on the results of this financial report, we conclude that the concept of
FNDNM is realizable as a profitable business.
Our sales forecast shows that we will be able to make 74.298,44 profit in the
third year, which already outreaches the amount of money needed to launch
the brand. This already indicates how profitable our business can be and why it
is a worthwhile investment.
In order to break-even, the analysis show that we have to sell around 81,7% of
our collections. This gives another indication for the feasibility and actualization
of our concept into a profitable business.
Being a young and vibrant company with an entrepreneurial vision, we believe
in our growth strategy and our chances to become an international business.
To be able to create this business we need financial support of 49.000,00. After
the second year we foresee the company to make profit which can either be
reinvested, payed as divided or used to make return payments on the our loan.

18

Appendix - PESTLE
Political
The Netherlands is the target market in which FNDNM will establish itself. While operating within the
Netherlands we have to cope with certain political and fiscal factors. Fiscal factors are the income tax and
value added tax. However, we get these paid taxes partly back. Since we only produce our garments in the
Netherlands, we wont have to deal with import rates or duty fees during the first years.

Economical
Economic factors that we will face is the inflation rate, interest rate and economic grow patterns. The
inflation rate in the Netherlands for clothing has been growing with 4.9 % in 2014(1). Furthermore, the Dutch
economy expanded with 0.2 percent in the July to September period(2). In general, the Dutch economy is
coming out of the recession. The growth has been driven by increasing export and business investments. We
believe that this will have a positive influence on the potential success and sales of FNDNM. Although, this
could influence the potential growth of salaries and that will influence our production costs.
In addition, to start up our business we will need capital from the bank. Over this loan, we will have to pay
9% interest rate.

Social
Socio-cultural trends play a big role in our brand concept, since we are targeting mindful, bold, off-beat
and unisex orientated customers.
If we look at fashion in the Netherlands, we noticed that consumers are getting more experimental in
expressing themselves through clothing. Therefore our brand is driven by an outgoing, colourful and unique
design approach which is influenced by the anti-minimalism trend that is arising in the fashion industry.
Recent developments in society show that there is an increased open-mindness towards gender, race and
sexual ambiguity. At the same time people seem more aware of what they consume and the quality of
these products.
In order to support these socio-cultural trends, we create sustainable unisex garments with a thought
through C2C-lifecycle.

Technological
In order to produce and distribute our collections in a sustainable matter, we make use of technological
innovations as digital printing and Fits.me. These innovations support our sustainability policy, brand identity
and establish customer satisfaction.
In regards to our recycling process, we will collaborate with Eco-Tex to manufacture new natural-dyed yarns
and fabrics, made from the fibers of the garments, shredded by Texperium.

Legal
Legal factors are involved in the whole process of our garments. In order to be aware of consumer laws and
safety standards, we executed a specified risk analysis on our production process and during consumption.
Next to logistics reasoning, we sourced our production facilities in the Netherlands to make sure that our
collections are produced according to correct and humane labor laws.

Environmental
Environmental factors are unpredictable dangers that we always have to keep in mind. Since we are only
using two different kind of materials, namely hemp and organic cotton, there is a risk of material shortages
due to bad seasons. Since Eco-Tex has good resources of various sustainable fabric suppliers, we will be
able to outsource this risk.

20

Appendix - Marketing & Communication

Unique Selling Proposition
Our unique selling proposition is making off-beat,
colourful and unisex designs with a youthful
attitude, that enables people to express their
personal style and character without focusing on
age or gender. Thus, FNDNM distinguishes itself from
other brands within the unisex department through
the combination of unconventional designs with

bold prints and a mindful approach to the

environment.
Additionally FNDNM offers a unique onlineshopping experience by collaborating with
Fits.me who provides us with a virtual fitting room
with apersonalised avatar, to try on garments.

Entry Market
FNDNM enters the unisex market with a bold and
off-beat approach in the jeans sector. Within the
first 3 years FNDNM offers its products to the dutch
market as an online operating company.
However, as an introduction to the brand and
its innovation Fits.me will have a pop-up store
located in Amsterdam every 2 months for the first
2 years. Within the summer months we will transfer
our pop-up store into a van and promote our
newest collections on festivals and social
gatherings.

A strong costumer relationship is key to FNDNM.

Hence we aim to build up a strong bound with our
consumer within the first year, so that in the second
year the turnover rate can increase with 5%.
(For more information on marketing channels used
entering the market please reference to Marketing
Channels on page. 22)

Positioning & Price

Unisex brands gained more and more
popularity in fashion for the last two years.
Meanwhile some of these unisex brands
established as the new avant-garde.
FNDNM competes against other unisex brands
to the grate that they share the design
approach of creating garments that fit men
and women, but it is the only brand in the unisex
market with a special focus on denim.
Therefore FNDNM positions itself as the only
denim brand within the unisex market and at
the same time as the only unisex brand within

the denim market. This gives the brand a special

position in both of these markets.
Therefore the target market can be described
as niche market in which FNDNM targets
early-adapters. Within this niche market FNDNM
finds itself in the bridge price range category
because of its high-mid - high price level.
The current sales of the secondary lines of
contemporary designer labels as Rick Owens
DRKSHDW or Y-3 underline the increase of
customers who adapt this price category.

Appendix - Marketing & Communication

Our services
Our customer relationship is based on respect
and love from our customers towards our
products. This lovemark relationship is key to make
the business successful. As a consequence
FNDNM as a brand needs to provide services that
will produce and maintain such a relationship.
We aim to do so by offering our high quality
garments in inviting and fun environments, not
only through our online channels (website,
webshop and social media) but also our offline
activities (pop-up stores and events such as national festivals). Furthermore we aim to bring the
online shopping experience of our customers to
the next level by implementing the Fits.me tool,

an online fitting engine that creates a

personalized avatar for each of our customers
that enables them try on our garments virtually, in
a real-life manner. Additionally this avatar learns
from the customers buying behaviour enabling it
to give more exact advise everytime it is used.
Our staff is well informed on current fashion trends
and is able to see and react quickly to market
specific changes in order to respond to consumer needs rapidly. We are a trend sensitive brand
so keeping this on track is key to the success of
FNDNM.

Marketing Channels
FNDNM will communicate through several channels
with which we aim to achieve a lovemark relationship with our customers. FNDNMs channels are the
following:

Webshop, website & social media: sharing stories

of our customers experiences wearing our garments. Sharing FNDNM characters. We aim to create a sense of mystery through sharing these great
stories and inspire the customer with our FNDNM
icons.
Associating FNDNM and collaborating with artists
by festival choices and sharing merchandise with
artists.
Interacting with customers and expanding our
customer base through pop-up stores and the presence of the FNDNM van (traveling store) at festivals.

By doing so we aim to make the FNDNM experience

a sensory one that is about sound, sight and touch
through a trinity of music, great visuals and high
quality garments.
With a strong slogan (dressing characters instead
of people) we aim to trigger peoples curiosity and
attract them to the bold world of FNDNM.
To introduce ourselves to the market when launching FNDNM we will make use of the founding
groups network as well as a pop-up store to get
people acquainted with the brand and the Fits.me
tool. In addition we will share some key pieces with
artists and creatives that we feel represent FNDNM
prior to launch to make the garments visible to the
right audience.

Monitoring Marketing Channels

In order ensure the success of FNDNMs marketing
activities and to ensure we bring the right product
into the market we will do market researches and
filter the results obtained out of them. Our social
media presence will serve as a tool to do so as
well as direct personnel contact with our custom-

22

ers during pop-up store events. Moreover selling

events organized with our FNDNM van will function
as a trial space in which new products are tested
on popularity to avoid wrong order estimations.

Appendix - Garment Costprice Calculation

Costprice Overview
COST PRICE CONSUMPTION
COMPONTENS

C.M.T

Patterning
Grading

Transport

Handling
Central Warehouse

Picking
Charge

excl. VAT

incl. VAT

Cost Price

21%

Markup

Wholesale excl.

Retail

21%

Price

4,90 !

0,32 !

0,12 !

9,70 !

5,04 !

2,31 !

0,75 !

6,29 !

0,20 !

0,09 !

29,73 !

35,97 !

1,9

67,32 !

4,90 !

0,32 !

0,12 !

9,70 !

5,04 !

2,31 !

0,75 !

6,29 !

0,20 !

0,09 !

29,73 !

35,97 !

1,9

67,32 !

Digital Print

4,90 !

0,32 !

0,12 !

9,70 !

5,04 !

2,31 !

0,75 !

6,29 !

0,20 !

0,09 !

29,73 !

35,97 !

1,9

67,32 !

99,00 !

Piece Dyed

3,94 !

0,32 !

0,12 !

9,70 !

2,31 !

0,75 !

6,29 !

0,20 !

0,09 !

23,73 !

28,71 !

1,9

53,72 !

79,00 !

Piece Dyed

79,00 !

99,00 !
99,00 !

3,94 !

0,32 !

0,12 !

9,70 !

2,31 !

0,75 !

6,29 !

0,20 !

0,09 !

23,73 !

28,71 !

1,9

53,72 !

Digital Print

3,94 !

0,32 !

0,12 !

9,70 !

5,04 !

2,31 !

0,75 !

6,29 !

0,20 !

0,09 !

28,77 !

34,81 !

1,8

63,92 !

Digital Print

2,94 !

0,32 !

0,12 !

7,70 !

5,04 !

2,31 !

0,75 !

6,29 !

0,20 !

0,09 !

25,76 !

31,17 !

1,8

57,12 !

84,00 !

Piece Dyed

2,94 !

0,32 !

0,12 !

7,70 !

2,31 !

0,75 !

6,29 !

0,20 !

0,09 !

20,72 !

25,07 !

1,9

46,92 !

69,00 !

Piece Dyed

2,94 !

0,32 !

0,12 !

7,70 !

2,31 !

0,75 !

6,29 !

0,20 !

0,09 !

20,72 !

25,07 !

1,9

46,92 !

69,00 !

Digital Print

0,75 !

6,29 !

0,75 !

7,92 !

0,32 !

0,12 !

14,50 !

Digital Print

7,92 !

0,32 !

0,12 !

14,50 !

2,45 !

6,29 !

0,20 !

0,09 !

36,81 !

44,54 !

2,1

94,52 !

139,00 !

Yarn Dyed

5,82 !

0,32 !

0,12 !

13,60 !

Price incl.
production

Price incl.
production

7,08 !

0,20 !

0,09 !

27,23 !

32,95 !

3,1

101,32 !

149,00 !

Yarn Dyed

5,82 !

0,32 !

0,12 !

13,60 !

Price incl.
Production

Price incl.
production

7,08 !

0,20 !

0,09 !

27,23 !

32,95 !

3,1

101,32 !

149,00 !

LAID BACK

Yarn Dyed

5,37 !

0,32 !

0,12 !

14,05 !

Price incl.
Production

Price incl.
production

7,08 !

0,20 !

0,09 !

27,23 !

32,95 !

3,1

101,32 !

149,00 !

Yarn Dyed

5,37 !

0,32 !

0,12 !

14,05 !

Price incl.
Production

Price incl.
production

7,08 !

0,20 !

0,09 !

27,23 !

32,95 !

3,1

101,32 !

149,00 !

Digital Print

9,07 !

0,32 !

0,12 !

33,90 !

4,90 !

6,29 !

0,20 !

0,09 !

63,98 !

77,41 !

1,8

142,12 !

209,00 !

7,08 !

0,20 !

0,09 !

30,73 !

37,18 !

4,0

148,92 !

219,00 !

NO SWEAT

WINK

Yarn Dyed

BOTTOMS

Coloration

7,11 !

0,32 !

0,12 !

Material

15,81 !

2,45 !

4,17 !
4,17 !

8,33 !

0,75 !

Price incl.
Production

Price incl.
production

Print

Proto Sample

Patterning
Grading

COST PRICE
Labels/
Tags

Packaging

LOGISTICS

Retail

21%

Price

0,12 !

18,40 !

0,84 !

2,08 !

0,75

6,29

0,2

0,09

51,92 !

62,83 !

2,7

133,51 !

169,00 !

0,12 !

18,40 !

0,84 !

2,08 !

0,75

6,29

0,2

0,09

51,92 !

62,83 !

2,7

133,51 !

169,00 !

Black

22,83 !

0,32 !

0,12 !

18,40 !

0,84 !

2,08 !

0,75

6,29

0,2

0,09

51,92 !

62,83 !

2,7

133,51 !

169,00 !

LOW CO

Black

22,83 !

0,32 !

0,12 !

18,40 !

0,84 !

4,17 !

0,75

6,29

0,2

0,09

54,01 !

65,35 !

2,7

141,41 !

179,00 !

0,2

0,09

57,91 !

169,00 !

PATCH IT

Indigo Navy

W'SUP

Indigo Navy

52,28 !

0,32 !

0,12 !

18,40 !

0,84 !

4,17 !

0,75

6,29

0,2

0,09

83,46 !

100,98 !

2,2

173,01 !

219,00 !

Light Indigo

65,16 !

0,32 !

0,12 !

22,30 !

0,84 !

4,17 !

0,75

6,29

0,2

0,09

100,23 !

121,28 !

2,1

204,61 !

259,00 !

Indigo Navy

49,71 !

0,32 !

0,12 !

22,30 !

0,84 !

4,17 !

0,75

6,29

0,2

0,09

84,78 !

102,59 !

2,7

220,41 !

279,00 !

70,07 !

2,7

133,51 !

PUMP UP
LOW PRO

6,29

62,83 !

2,7

Wholesale excl.

0,32 !

0,75

51,92 !

Markup

0,32 !

4,17 !

0,09

21%

22,83 !

0,84 !

0,2

incl. VAT

Cost Price

139,00 !

22,83 !

22,30 !

6,29

excl. VAT

94,52 !

Light Indigo

0,12 !

0,75

Picking
Charge

2,1

Indigo Navy

0,32 !

2,08 !

Handling
Central Warehouse

44,54 !

Indigo Navy

22,83 !

0,84 !

Transport

36,81 !

SO FLY

0,32 !

18,40 !

0,09 !

HIGH FIVE

22,83 !

0,12 !

Production

0,20 !

94,00 !

LONGER THAN U

COMPONTENS

C.M.T

Proto Sample

Digital Print

FASHION

FULLY
FASHION

LOGISTICS
Print

Digital Print

COOLER

C.M.T

Production

PAR-TEE

SHORTDAY

Material

Packaging

Coloration

FUNDAY

FULLY

COST PRICE
Labels/
Tags

TOPS

149,31 !

189,00 !

Appendix - A/W 2015 Collection Overview

24

Appendix - A/W 2015 Collection Overview

Appendix

Sales Forecast
FNDNMs sales period is divided into two seasons, a
spring-summer (S/S) season and a autumn-winter
(A/W) season. S/S runs from March to August and A/W
from September to February. Since FNDNM has more
colorful designs our collections will appeal more in the
summer months. Thus, S/S will be our stronger season
for tops whereas during A/W our promotions will focus
more on bottoms.
During the first two months of the year we expect
lower sales. Due to the fact that people spend more
money in the festive month of December and hold
back purchases at the beginning of the year (also
influenced by the fact that people make New Year
resolutions that often include saving money). After the
slow start we expect sales to go up during May and
June. This is due to rising temperatures and people
being more eager to buy into summer with an
upgraded wardrobe. Also our summer collection will
have launched, which we will push into the market
with marketing activities like our FNDNM van. We will

travel around the country and stand on festivals with

our van as a mobile pop-up store. Moreover, during
May and June in the Netherlands companies pay
vacation allowance to all their employees which
results into higher spending capacity and
consequently higher sales. We will continue to
promote our brand during the summer months by
also participating with the festival season. On all the
big festivals to which the FNDNM customer goes, we
want to be visible and promote sales with our FNDNM
van. Since the festival season is at its peak during July,
we foresee high sales during that month. Then after a
peak we expect somewhat lower sales during
September, October and November. We aim to
improve sales during these months by organizing
pop-up stores and events that will enhance our brand
visibility. In the festive December month we will profit
from our promoting and increase our brand visibility.

Post Retail Life Costs - Recycling

0,33 total collection
0,67 knits
denim

1152 pcs.
612 pcs.
540 pcs.

one third gets returned

knits
denim

26

204 pcs.
360 pcs.

total weight
knits
denim

750 kg
306 kg
442,8 kg

weight of recyclable material

knits
102 kg
denim
295,2 kg

average weight per style

knits
denim

0,5 kg
0,82 kg

costs to recycle material

knits
denim

51,00

147,60

Sources

Source for vacation money transfer dates

Hbd, Kengetallen Onderzoek Dames Mode 2009. http://www.hbd.nl/websites/hbd2009/files/Mode/

kengetallenonderzoek-mode-damesmode.pdf [20.11.2014]

28

Sources

Headquarter

Te Huur: Woon Werkruimte Sniep in Diemen. Woning Te Huur Diemen: Sniep. N.p., n.d. Web. 11 Dec. 2014. <http://www.
pararius.nl/Woon-werkruimte-te-huur/Diemen/Sniep/1135591/>.

Cost Fits.me

Sources

C A SE ST UDY

Henri Lloyd SLASHES GARMENT

RETURNS RATES WITH Fits.me
VIRTUAL FITTING ROOM
Customers using its virtual fitting room
have a 70% lower overall returns rate than
shoppers who buy without trying
ABOUT Henri Lloyd
Henri Lloyd, the original British sailing brand was
founded in Manchester, England by Henri Strzelecki
MBE. Since 1963, Henri Lloyd has continued to push
the boundaries of style and technical innovation
 




%



a formidable global reputation for designing and
producing quality premium sailing lifestyle clothing.
Today, with 40 stores Worldwide, Henri Lloyd
products contain a unique blend of heritage, modernity and technical excellence whilst always
staying true to the sea.

%


!
 


reduce the garment returns rates for online retail-

ers. In reality, authenticated statistics and case

studies on the subject are rare. The primary reason
for this is that remarkably few multichannel retailers have systems in place that enable them to
cross-reference a returned item with its original
point of sale.
Henri Lloyd, however, is one of those that do have
such systems in place. Customers that use Henri
!$

%




%


garments before they complete checkout have a
garment returns rate for any reason of just
4.5%, compared to a returns rate of 15.3% for








%

room before buying.

Henri Lloyd
Virtual Fitting Room

Case Studies Henri LLoyd. Fits.Me. Case Studies, n.d. Web. 10 Dec. 2014. <http://fits.me/resources/
case-studies/>.

30

Sources
Netherlands Inflation Rate. Netherlands Inflation Rate. Trading Economics, n.d. Web. 12 Dec. 2014. <http://www.
tradingeconomics.com/netherlands/inflation-cpi>.
Netherlands Interest Rate 1998-2014 | Data | Chart | Calendar | Forecast. Netherlands Interest Rate. Trading
Economics, n.d. Web. 12 Dec. 2014. <http://www.tradingeconomics.com/netherlands/interest-rate>.
Apparel Industry Price Point Definitions - Terms of Interest to the Fashion Industry. Apparel Industry Price Point Categories. Price Point, n.d. Web. 12 Dec. 2014. <http://www.apparelsearch.com/terms/A/apparel_industry_price_point_
definitions.html>.
Investment Plan
Salary Data & Career Research Center (Netherlands). PayScale Netherlands. N.p., n.d. Web. 8 Dec. 2014. <http://
www.payscale.com/research/NL/Country=Netherlands/Salary>.
Adobe Creative Cloud. Creatieve Software En Services in De Cloud. Creative Cloud, n.d. Web. 8 Dec. 2014.
<http://www.adobe.com/nl/creativecloud.html>.
MS Office Products. Microsoft Office. Products, n.d. Web. 8 Dec. 2014. <http%3A%2F%2Foffice.microsoft.com%2Fnl-nl%2Fbusiness%2Foffice-365-business-premium-FX103037625.aspx>.
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MULIG Garderobenstnder - Wei - IKEA. IKEA DE/DE. Products, n.d. Web. 8 Dec. 2014. <http://www.ikea.com/de/
de/catalog/products/60179434/>.
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Carolina Bammert
Dennis Fonteine
Lisa-Marie Jena
Marvin Schippmann
Meritt Teunissen van Manen
Xinhong Zhang