Accidental Dress

By Stefanie Ingersoll

Introduction
Accidental Dress is a dress shop that provides custom, new and consignment dresses. Our focus is to dress women as unique, beautiful and independent as they are. When our client goes to an event in one of our dresses we want her to have the time of her life, feel like she can do and say anything, most importantly that she feels herself; confident and gorgeous. Our price ranges from every day dresses as low as 30 dollars to elaborate custom dresses as high as 5,000 dollars.

Our Nature
In Accidental Dress we are trying to create a beautiful, fun and funky atmosphere. Our theme is Rock n Roll mixed with Victorian and saturated with color. We buy our furniture and decorations from various artists, both local and international, as well as at markets and antique shops. When clients walk Accidental Dress we want them feel like a true artist, we want them to be inspired and that they are beautiful. I believe everyone is creative, everyone has an artist inside of them and we want to bring the true them out. Whether that be simple or crazy, plain black or polka dotted, I not only want be introduced to them I want them to be introduced to themselves. How beautiful are you? Put on this dress and you will find out. Our concept words are Love, Eclectic, Rock n Roll, Young and Colorful; The following pages show a collage of each word and our visual meaning.

Store Location
The store is located in the Seattle neighborhood of Fremont, the center of the universe as they call it, at 712 North 35th Street Seattle, WA 98103. This location is approximately 180 feet from the corner of North 35th Street and Fremont Avenue North, which this neighborhoods epicenter. We are located in this neighborhood because of its young tenants, artist driven lifestyles and lively nightlife. This neighborhood is central location in Seattle; it is located near downtown and surrounded by 5 well populated neighborhoods. This location also serves as a great commuter spot; located 5 minutes from the Aurora Avenue Highway, 7 minutes from the Fremont Cut and 15 minutes from the I-5 freeway. These three commuter options cater towards all directions in Washington and make it easy to come from North or South by car and just a boat ride away from the East or West. There many place to visit in the neighborhood of Fremont, some on this block. Located here resides two restaurants, a boutique, an apartment complex, an Arts center, a park, a rug shop and the main library for this area. Aesthetically the apartment complex across the street coincides with our building perfectly; it has a Victorian feel to it with bay windows and wrought iron balcony fences. The restaurant next to us has all year round white Christmas lights giving it a creative, unique and intimate feel. This restaurant is the perfect neighbor to have, especially at night for our client to have a vision of what their special night will be. We are located half a block East of Fremont Avenue North which acts as a background into downtown Seattle and a main road into the neighborhood of Queen Anne. In the morning and late afternoon, during rush hour, this can cause congestion. Lucky for us N 35th St is the second right turn after a bustling commuter bridge and on a bus line, the closest bus stop being approximately 100 feet from us.

Customer Services
We believe in making every client feel beautiful, special and unique. When a client walks in we want to not only to deliver them a dress but a lifestyle, we want them to feel like our shop their sanctuary and we are here to help and serve them. This starts from when the client parks, complimentary valet, during when they are offered champagne, sparkling apple cider and healthy finger food. As well as after, when they are given the option of having their finished garment dropped off at their home, workplace or event. Our main service is custom dresses; this section is for customers to create their own dream dresses. We create whatever the customer desires, whether it be a simple on the town dress or a festive elaborate event dress, we make their wishes come true. First we start with a consultation to find what the customer is looking for. We receive whatever pictures they brought in and write many notes to make sure no detail in their imagination goes unmissed. Next we have them take a personality assessment; this will tell us what type of person our client is, their aesthetic, color favorites and prized silhouettes. This test was created specifically for Accidental Dress and is updated every time we receive knew fabrics, beads and appliques. Next we assess their body type, there are four main body types and within these types there varying degrees (larger hips, narrower shoulder etc.). How we assess their body types is through an application that was also specially developed for us. This will tell us what types of dresses will be the most flattering as well as if there are extra pieces of fabric to be added (a bow or buttons) where on the dress they should go. If the client would like a custom jewelry piece we connect them with

Fremont Jewelry Design, located on block west, either by bringing one of their associates into our shop or setting up a meeting between the client at their shop. After this part of this appointment, which takes about an hour, the client offered to go to the 35th Street Bistro where they can enjoy brunch, lunch or dinner our compliments. During this time our associate designs possible garments for the client and creates a presentation including drawings, the fabric choices and garment details (such as buttons, zippers or appliques). When the client is finished with their lovely meal they resume the appointment and go over possible dress options, make changes and set a fitting date. At the fitting the client will try on their outfit and our tailor will make needed alterations. This fitting also serves as the time for the client pick out their shoes, nylons, and accessories. Our goal is to have the garments created in one week for the fitting and completed two to four days after the fitting; there is an availability to rush the garment with an added charge. When the clients garment is finished it goes into custom garment bag, made out of the same fabric or fabric color as their garment, and they can either pick it up or we will drop it off at their home, office or event space. We also offer a consignment department; this will utilize half of the second floor. In this department clients can make an appointment with a personal shopper or browse themselves. Our consignment personal shopping appointments are alike to our custom dress appointments in the like that they both utilize the personality and body shape programs. The only difference being our consignment dress program has this department only inventory and has an option to customize these dresses as the customer desires.

If there is a perfect silhouette for our client available in the consignment section but not in their ideal color we offer to dye the garment or if there are added items on the dress (a bow or buttons) we offer to customize the garment. This is an added cost, but simple tailoring comes complimentary. At Accidental Dress we are aware that not everyone can afford the dress of their dreams, we are flexible in our price for those unable to afford their perfect garment. This program is advertised in the local school counseling offices, low-income housing offices and food banks throughout the Puget Sound area.

Accidental Dress

Architecture and Theme

As you can see our building is a free standing structure made of stone, constructed in the 1920s is three stories high approximately 3600 sq. ft. When you see this building you know that whatever is inside is unique, one of a kind and filled with lovely things. This building presents our aesthetic perfectly, the antique, the charming and the beautiful. The name of our shop will be seen on the center awning as well as below the two first level display window. There is one main entrance, a solid old-world wooden door opening into our shop. When our client walks in they step onto a funky colorful carpet and see an array of art and dresses. The front of the store holds our new dresses, assorted by style and within style colors moving with the pattern of the rainbow. A large desk is on the left hand side as you walk farther into the room, on it is a very old register, trinkets and fresh flowers that you smelled the moment you came in the shop. The other entrance is located in the back of the shop, used mostly by employees for our valet service; it opens up into our own parking decorated by polka dot mosaic tiles. We have two display windows; both are street level and have closed backs. We take pride in our windows, changing them every three weeks and making sure each display is a piece of art; one that conveys the feeling of beauty, uniqueness and eclecticism. Our goal is to have people be inspired, want to create works of art and benefit the community with beauty. We want to show passersby what we signify and have them remember us. Have them look forward to each window change so when the day comes they have a special event our shop will be in the forefront of their minds as something the desire. The following pages depict an example of our spring windows:

As you can see the windows are inspiring, artistic and unique. They coincide with our concept words (Love, Eclectic, Rock n Roll, Young, Colorful) and are very memorable.

Physical Plan of Shop

The building of Accidental Dress is three stories high, each floor with a different layout and purpose. The first floor is holds our new dresses, new accessories and custom dress department. The second holds our consignment dresses, an event section and the management office. The third story holds the tailor office, lunchroom and visual merchandise shop. The following pages show the layout of each floor.

First Floor:

Second Floor:

Third Floor:

Hanging from all over the ceiling is one of kind light fixtures, some made from unique material such as yarn or old metal, all very artistic and inspiring pieces. In the very center of the room is one big chandelier, a beautiful huge unique piece that one dreams about but usually never gets to see. On the walls is exciting, moving pieces, a beautiful picture or an abstract portrait from an artist down the street. The furniture is all eclectic, a mix of the old and the new, with defining pops of color. The floor is made of old wood, this wood has been around for years and has a whole story to tell, on it in places such as the cash wrap or the dressing rooms will be hand dyed rugs that in themselves are works of art. The music will be classical, lovely and moving, loud enough for you to hear but dont have to shout over (with the occasional blast of Lady Gaga). All in all the shop will be a work of art within itself, meant to create awe and excitement in the client. It will serve as sort of a mirror, just as when one sees when they walk into a childrens store, they will see themselves and as beautiful, unique and inspiring. On the following page is a mood board depicting the interiors of our store.

Grand OpeningOur Grand Opening will be in June during Fremont Solstice Parade! It is one of the biggest parades in Seattle, this festival celebrate summer solstice and brings in tens of thousands of people. They come to see the vendors, eat food and watch the exciting and always awe inducing parade. We will have 25 girls in different fun and colorful dresses dancing in choreography to music such as Lady Gagas Marry the Night and Florence and The Machines Dog Days Are Over. It is to depict our fun atmosphere and show variety of dresses. Every so often they will throw custom made mini pillows and notepads that are inscribed with Accidental Dress, an item each for the princess and the queen of the family.

Below is a calendar for each month featuring our promotions in detail and their costAugust- Happy Birthday Month! Display will showcase summer birthday dresses and every day we will serve homemade chocolate chip cookies. On August 15th we will have a birthday party in honor of the owner Stefanie. Stefanies friends and family as well as each customer will be invited to celebrate this wonderful day! We will serve her favorite cake, Pink Champagne, from McGavins Bakery in Bremerton, Washington. There will fun, dancing and a performance from Pacific Northwest Ballerinas and Britney Spears. Charity of the Month- Multiple Sclerosis Foundation 50% of proceeds from Birthday Party 15% of the proceeds during the month

September- Promote back to school season by displaying plaid school dresses in window and offering three free spiral notebooks inscribed with Accidental Dress with any purchase. On National Grandparents Day, September 9th, and the days leading up to it sell one-of-a-kind broaches and money clips. Participate in AIDS walk with sales associates on September 24th. Charity of the Month- Habitat for Humanity 10% of proceeds during the month

October- Promote custom dress costumes in display windows and to clients by email. Celebrate Sweetest Day on the 20th with a custom monogrammed truffle (first letter of clients name) made from Simply Desserts. Celebrate Halloween on October 31st with a party! Costume contest, custom booths (kiss one dollar, scary booth etc.) with a performance by Grace Potter and the Nocturnals. Charity of the Month- Childrens Hospital 10% of the proceeds during the month

November- Promote custom holiday dresses with display windows. We offer complimentary gift wrapping with custom made wrapping paper designed by the client. For Homeless Awareness month we will keep a bin inside on every floor throughout the month for canned donations for the local food bank. We will throw a Thanksgiving Dinner for customers, students, friends and family with a performance by leaders in the Seattle Symphony. Charity of the Month- Aurora Commons 10% of proceeds during the month

December- Promote custom holiday dresses with display windows and promote male Christmas shopping appointments with handwritten letters to regular client spouses. Christmas Party on December 20th with a performance by Straight No Chaser. Sponsor Seattle Space Needle New Years Eve Party. Charity of the Month- Mothers on the Holiday Assistance Aid Page Donate gifts to mothers on this website

January- For National Thank You Month we will be hosting a Clean out your Closet Promotion, sales associates visit client houses to see what dresses they need in their wardrobe. Attend Seattle Wedding Expo; accept only five custom wedding dresses based on creativity and price point. At this event also promote custom bridesmaid dresses. Charity of the Month- American Thyroid Association 10% of proceeds during the month

February- When a client creates a custom dress from us they receive a free desert at the Space Needle on Valentines Day, help sponsor the Fashion at the Needle Show by submitting dresses for the show and buying chairs (covering them with chair covers embroidered with our logo). Charity of the Month: Donate to the Seattle Animal Shelter 15% of proceeds during the month Other donations: Fabric to Project Red Dress, a local fashion competition featuring fashion design students. March- Promote Read Across America and Saint Patricks Day with window displays. In the second week of April host our annual sale 50% off everything, excluding custom dresses and dresses over $1000. Sponsor Metropolitan Fashion week and the Art Institute of Seattle Fashion Show. Charity of the Month- United Way of King County 10% of proceeds during the month

April- Promote Easter Dresses and play an April Fool prank on the April 1st. Promote store with article from the Seattle Times. Charity of the Month- Share Homeless Shelter Foundation 10% of the proceeds during the month

May- Promote Cinco de Mayo and Memorial Day dresses with display window. Promote Mothers day by offering a free bouquet of flowers from Seattle Florists the week of Mothers day. On Mothers Day, the 19th, host a tea party, performing is Tony Bennett and served will be tea and crumpets from Simply Desserts. On Armed Forces Day, the 19th, veterans or military personnel will receive 15% off. Charity of the Month- Fisher House 10% of the proceeds during the month

June- After school gets out offer 15% off anything to students receiving a 3.7 or above GPA with a report card. A Rose scented perfume customized just for Accidental Dress will be used to promote National Rose Month. Participate in Solstice Parade, as last years Grand Opening, by hiring 25 girls dresses in a fun variety of dresses dancing in choreography and throwing mini- pillows and notepads embossed with Accidental Dress Throw a one year anniversary party in our event space thanking all of our neighbors, customers and friends. Charity of the Month- Interconnection 10% of all proceeds during the month Customers also encouraged to bring in old computers for this charity

July- Promote Fourth of July Dresses with display window, as well as Sea fair inspired dresses and costumes. On Parents Day, July 22nd, parents can come in and receive a complimentary massage in our temporarily transformed spa visual shop space. Charity of the Month- Sea fair Clowns 10% of all proceeds during the month

Environmental Analysis
In total there will be seventeen employees; seven sales associates, three key holders, three managers, two tailors, two visual merchandisers and four departmental interns. On the following pages are questions asked during a job interview and following is each job descriptions along with their educational requirements and salary details.

Job Interview
1. Why are you interested in this position? 2. What experience do you have that pertains to this job? 3. Why are you interested in this company? 4. What design school did you attend? 5. What did you enjoy about your school and the fashion program? 6. In design what is your aesthetic? 7. What aspect about this job do you believe you will excel in? 8. What aspect of this job do you believe you will need help with? 9. How do you plan on helping this issue and what will you do to carry this plan out? 10. How can we assist and what can we provide to help this process? 11. Give me an example of a problematic situation and how did you resolve it? 12. Was there any situation that you felt there was no resolution? 13. Would you consider yourself a leader or a follower? 14. Do you prefer working in groups or alone? 15. What created your initial interest in fashion? 16. Who is your favorite designer? 17. What do you enjoy about their work and do they have traits you aspire to? 18. 19. 20. How do you feel about fitting and styling people? Do you feel you will be able to fit and style a number of different people with ages, shapes and styles One of our departments is custom dresses; do you have a background in this specific field?

21. If these three women came to you looking for a custom dress, what would you suggest?

22. 23. 24.

What do you feel you can contribute to these women that would be new and different? Would you be interested in styling for events? Do you have any questions for me, about our store, or your job description?

Personal Shopper
To assist customers in buying, creating and fitting dresses. Is responsible for client meetings, maintaining the floor, cash wrap, morning and evening cleaning duties as well as hosting events. Is to maintain personal relationships with customers and assist in hosting two events per year. Requirements: Studying or have attained Fashion Degree Fashion Retail Experience Salary: $12.00 an hour Commission based percentage discount Health Benefits

Key Holder
To assist customers in buying, creating and fitting dresses. Is responsible for client meetings, designing and fitting the dresses as well as keeping a personal relationship with all clients. Holds a key and assists hosting four events per year. Requirements: Fashion Degree Fashion Retail Experience Salary: $14.00 an hour Commission based percentage discount Health Benefits

Sales Manager
To oversee sales associates in daily duties such as creating dresses, maintaining the cash wrap and returns. Is responsible for hiring and training new employees, delegating work duties, keeping an open communication with all customers and employees as well as hold a store key. Each manager will have their own co-department; sales, events and buying. The manager in charge of events will plan the food, invites and entertainment. The manager in charge of sales will focus on employees and their sale numbers. The manager in charge of buying will focus on trends, buying and going to market. Requirements: Fashion or Event Bachelors Degree Fashion Retail Experience Management and Key Holding Experience Salary: $16.00 hourly Health and Dental Benefits

Tailor
Tailor, alter, repair and customize garment for customer wants and needs. Will create customer patterns, cut and sew fabric for custom dresses. Will create five wedding dresses per year. Requirements: Fashion Design or Tailor Degree Tailor experience Salary: $15 hourly Health Benefits

Visual Merchandiser
Design, develop and construct window displays and interior layout. The goal is to attract, attain and motivate customers to shop and purchase items in our store. Requirements: Visual Merchandising Degree or Equivalent Visual Experience Salary: $15 hourly Health Benefits

Intern
Assists personal shoppers, key holders and managers in the design, visual, tailor or event department. Helps design, creating, fit and construct garments or windows. This internship is a six month program designed to teach student about pertaining department. RequirementsStudying fashion design or merchandising Retail Experience preferred SalaryMinimum wage One complimentary custom dress Letter of recommendation

Paychecks
Paychecks will be given once a week with the option of direct deposit or check. Along with the paycheck each employee will receive a detailed list of hours worked and sales made. If there are any comments or questions regarding paycheck system or a particular discrepancy employee is to check with sales manager.

Employee Expectations
Each employee is expected to arrive one hour before the store opens and one hour after. This is to ensure the store is well maintained, the orders have been processed correctly and to open and close the cash wrap responsibly. Our store will be open: Monday through Thursday from 10:00AM to 9:00PM with employee shifts starting at 9:00AM to 10:00PM. Friday through Saturday from 10:00AM to 10:00PM with employee shifts starting at 9:00AM to 11:00PM. Sunday from 11:00AM to 8:00PM with employee shifts starting at 10:00AM to 9:00PM.

Scheduling Policy
Posted Schedule will show one month work times for each employee and will be posted two weeks before the next month. If an employee would like to trade shifts with another employee they need to find an employee to trade with and/or tell a manager. Each new employee will fill out an availability form along with their application and current employees can update their availability on the form located next to the posted schedule. Each employee will also be able to take an individual schedule home and more than one copy is available upon request. The following page depicts an example of one work week.

Discount Policy
Every employee will receive a 30% discount on all merchandise in the store. Merchandise not eligible for this discount will be posted on the information board and updated regularly along with current promotions and giveaways. Family members and one listed friend are eligible for 25% off.

Personal Shoppers and Key Holders

For every $200 dollars sold associate will receive a 10% discount towards merchandise in the store. This discount can either be used as it comes or can be saved up and applied to eligible purchases.

Managers
For every $150 over weekly sales goal manager will receive a 15% discount towards merchandise in the store. Manager is allowed to create incentives goals and games for employees to reach store goal as long as it promotes positive thinking, creativity and camaraderie.

Non- Selling associate

Store discount of 40% off at all times on, over-time can be paid either monetarily or by discount. Every hour of overtime worked will create a 10% discount that can either be applied at time given or saved up over time. Limit of 5 hours overtime per week, 15 hours per month.

Associate Review
Every month each associate will sit down with store owner for review, questions and feedback. Below is a monthly review checklist and example.

Monthly Review
Item Selling Goal Specific % Next Plan to improve

Daily- 600 Weekly2,200 Monthly8,800 For Employee From Employee

Greet every customer and present add on or bonus items to 87% $625 purchase. Research new product fits, fabrics and matching add on or bonus 95% $2,300 item. Create an event and keep up with clientele book. Detail, detail, 93% $9,200 detail! Get more personal with clients and understand product more in depth. Extra time to research clothes and go through clientele book thoroughly. Love your enthusiasm and help with customers!

Feedback

Items Per Transaction Daily- 3 Weekly- 3.25

85% 84%

Research add on or bonus items for both current and past 3 merchandise Create list of gift items, category specific add on or bonuses and 3.25 general add on or bonuses Add items (gift, add on or bonus) to clientele book and review with 3.5 client every appointment Take your time, would rather you work more hours to provide quality service. Great work with adding lipstick to 6 purchases this month!

Monthly- 3.5 For Employee

92%

Feedback

From Employee Conversion Rate Daily- 50% 45%

More color variety in jewelry. Greet every customer with personal touch. "Love your handbag; we 50 just got this beautiful dress that would match! Invite clientele in and keep track of events they are in for (are they 60 annual, once a month or one time only) Research new product and make a list of what is best for what 65 occasion Doing great! Work on consistently knowing the new and old product. Have longer shift- starting meeting with manager and receive booklet detailing each in store item.

Weekly- 58% 43% Monthly65% For Employee From Employee Employee Feedback from

55%

Feedback

Customer

Lovely girl with lots of pizazz! Great with finding us the right outfit and following up the day after the event! Can tell she loves the merchandise and enjoy her enthusiasm, needs to be more consistent day to day in regards to selling and attitude. From the light repairman- Really appreciated her help when replacing lightbulbs around the store. She even suggested a Few dresses for my daughters upcoming birthday party.

Manager

Other

Issues

For Employee

From Employee Employee Questions Selling

Would love to plan event soon for her clients. How often should I check on a customer in the dressing room? Is it alright to run upstairs into the consignment section even if it is less expensive and being manned by another employee?

Merchandise

The pink sparkle dress by the front window seems stiff, is there a way we can counteract that with an undergarment? To be clear, I can come in early or on my day off to research new and old merchandise? Are there any new features? None Need more inspiration in the custom dress section. Fabric, art, pictures, Love the company, best place and provides a great service for women. Would love them to be a little friendlier and open for questions. On Fridays there should be more people on the floor. My schedule is fine; my availability might change soon for school.

Procedures Register Other Feedback from Employee

Merchandise

Company Manager Associate Schedule

Notes

Was positive and hopeful, very enthusiastic about this month and told me a couple stories about fantastic purchases. Was hesitant about coming in on her day off to research products, will give her two days this month off the floor to do so. Overall super glad I hired her; I think she is a great asset to our company.

Annual Review
There will be also be an annual review, in this review store owner will go over the past years sales, the past 12 month checklist and answer questions, give feedback as well as receive feedback from associate.

SuppliersTextiles- We will receive our fabrics from Fashion Line S.R.L. which is a textile manufacturer in Nola, Naples, Italy. Here is their bio from the homepage of their website: Fashion line s.r.l. is a company operating in the textile industry for two generations. Over the years the company has accumulated an unprecedented experience that has improved every aspect of the work of employees that have followed. Headquartered at the wholesale district of CIS of Nola for about 25 years, the company converts Textile fashion line srl soon became a leader in fast fashion. A team of experts in the textile sector with specific expertise who daily work with seriousness and determination. In addition, versatility and flexibility of the staff provide impeccable service, fast and secure. In order to meet the needs of the customer at 360 degrees, the company organizes carefully every step of the deployment process. Customers are guaranteed care, courtesy and attention. The fashionline convert s.r.l. distributes mainly fabrics for womens wear consistency elegant, original and glamorous. The target audiences are women, young and old, from 18 years of age. The fabrics in the catalog are varied in form and color. Satin, silk, cotton or viscose in different shades, iridescent fabrics, jacquard and quilted. The assortment of colors and patterns is so large that satisfy the tastes and needs of all women. The company has the merit of having conceived and created the brand fashion line, a young brand and quality. Quality of fabric, convenience and friendly staff guarantee the success of the company both in Italy and abroad. In fact, fashion line, has a widespread

distribution in Germany, France, England and Spain We carry over fifty different types of textiles, over thirty different types of buttons and a large number of various trims and appliques. If a client has fabric, buttons or trimmings they would like to use we accommodate this at an extra charge. We will also carry new garments; in this department we will carry five different brands. The brands we will carry are Royal Icing, Cordially Invited, Peach Berserk, Emily and Fin and Darling (seen on the following page in that order).

In addition to these brands we carry a small number of local designer pieces and feature one dress made by a student fashion designer per month. We started collecting consignment dresses eighteen months before our opening. We did this by attending local markets, thrift stores and buying items from auction sites (such as www.etsey.com and www.ebay.com). Everything bought is dry cleaned and mended if there are any damages. This is an example of consignment dresses we carry.

For delivery we plan on utilizing Delivery Express due to their local and philanthropic stance. Their services include local, air and international delivery by collaborating with other firms. They were honored by the National Philanthropy Day as the Outstanding Small Company Award in Washington State due to their kind contributions in various non-profits such as Puget Sound Blood Center and the Starlight Childrens Foundation of Washington. We believe in helping our community, by putting money, time and energy into the people and businesses around us we believe it will make our world a better place.

The Competitors
Being a unique shop, the only dress shop in Seattle, our competitors have less of an edge upon us. We carry unique, inspiring pieces and put an emphasis on art and service. Our competitors not only have dresses, by also carry a similar vision of interior space and quality. In Seattle there are three main places to go for party dresses, one of them being Nordstroms. The other two not only offer party dresses, but they are unique and eclectic. These two stores are Red Light Vintage and the Fremont Vintage Mall. Within the Fremont district there is a boutique, located two blocks from our shop, that sells both new and consignment merchandise. Below are these businesses Strengths, Weaknesses, Opportunities and Threats.

Fremont Vintage Mall

Strengths Central Location Large amount of merchandise offered Carries both local and non-local merchandise Carries unique merchandise only available in their store o Unique and eccentric clothing Vintage merchandise Weaknesses Street entrance hard to notice o Opens into downward staircase Other entrance in Alleyway Cluttered Space o Hard to notice all the merchandise Hard to see and find employees Possibly only two employees at a time in large space Price not always clearly written Local Artist scattered throughout store making it impossible to know what is local and what is not unless the vendor is there Opportunities Grocery Store parking lot across from their Alleyway location Entrance on one of the busiest intersections in the city Local Artisan Merchandise Solstice Parade Sunday in the summer Market Vintage Market o Go Green movement

Threats Hard to see entrance Steep walking down entrance steps Grumpy Employees o Lack of employees Clutter Lack of Cleanliness Entrance in Alleyway

Red Light
Strengths Well known store Two locations o Both in young areas Variety of garments and accessories Both vintage and new garments Unique Dresses Memorable window displays Large variety Weaknesses Store arranged by decade Racks are packed o Hard to move merchandise Store is cluttered When in dressing room other customers can see your head Tiny mens section

Opportunities Vintage Market o Go Green movement Both locations in young markets o Creating loyal customers o Generation that spends the most University District location has corner building Buying clothes from customers Threats Grumpy Grumpy Employees Overpriced o Same item brand new sometimes cost less at other stores Cluttered and clothes compacted Expensive items hung by ceiling o Not always visible o Dont want to ask the grumpy employee to take it down in case it is not your size or in your price point

Show pony
Strengths Great customer service Nice Atmosphere Both new and consignment merchandise Unique Merchandise Quality Consignment Local Price point of new apparel Customers fall in love with pieces o Support Local Businesses Has Website Weaknesses Price point of consignment Not a lot of merchandise Consignment organized by color o Not size Opportunities Store across the street is snooty o Sending customers to Show Pony Store Dog Trunk Shows

Threats Website cluttered Hard to see garments Older store had bad reputation Customers with dog allergy or fear Not as cute merchandise online as in store Nordstrom Strengths Large selection of dresses Large range of price point Personal Stylist Well known business Quality merchandise and service Fantastic return policy Treats employees well Downtown location is flagship store Memorable windows Store Credit or Debit Card Loyal Employees Weaknesses Higher price point doesnt cater to curvy women Price point of certain party dresses too high At times snooty customer service Location in Northgate dirtier o Not great customer service o Not huge selection

Opportunities Restaurant in each location Northgate location has large parking lot Downtown location offers valet service o Bus tunnel right under store with door leading into mens Each employee keeps personal book Threats Parasite stores Their discount store opening next to flagship o Possibly hurt full priced item sales Bad Valet Service o Aggressive Drivers o Non-English speaking drivers Rumor of Management inappropriateness Known for stealing design Commission based sales associates o At times leads to aggression

Macro Environmental ComponentsAt Accidental Dress our target market is women ages 14-65. This age range is so large due to the fact we offer a wide range of departments, from new to consignment to custom. Our new and consignment section is geared towards 14-30 year old women while our custom dress section is geared to women 30-45. We have done this because we feel we have a great service to offer, a unique service to the northwest. When buying garments we target the younger crowd going to prom and the 20 somethings starting their career. When buying fabrics we target women that have an established career, or getting ready to retire, and want to keep their image. These are women that can afford a custom made dress. In our consignment department there is a luxurious section, these garments are embossed with crystal or made with amazing vintage fabrics you cannot find today. In this section women will find dresses they only read about in magazines or seen in museums, with this we do only expect to sell 4-6 per year with each dress costing $2,000 or more. These dresses will be targeted specifically to the 35-55 year old women.

Demographic forcesBaby Boomers- These are the women that will buy their daughter a new dress in the same appointment they design their custom dress. This is where our money will come from, although younger generations spend more, baby boomers spend more wisely and in investment pieces that cost money Generations Y and X dont have yet. We view our garments as investment pieces, a trait Baby Boomers try to teach their children. Generation X- These are the women that will be buying our garments wear to work or to a quiet night out, dresses from Emily and Finn are who these ladies will be attracted to. They are just starting to get their careers going and trying investing in pieces that will last a long time. A service we offer is customizing a current garment you have; this generation enjoys a lot of DIY but doesnt always have the time. This service is great and promoted with these women. Generation Y- Young ladies that have graduated high school and looking to wear something fun and flirty while in college or at their job in a coffee shop. These women still have their event dresses from Prom and Sadie Hawkins dance. We do tell them about our customize-previousgarments-department but often they cant afford it and do it on their own. We buy items from designers such as Cordially Invited and Blue Icing to get ready for their work or party.

Generation Z- Young women in high school, attending prom and various school related events. We buy glitzy cute garments that one only wears when their young or young at heart! Our custom dress section really gets glammed up during Prom and Winter Ball season. During the year designers such as Peach Berserk and Darling are who these girls get excited for. We want our shop to be a crazy haven for them; we want them to know they can be who they are. One of the programs we offer is discounts to low income families and we advertise it through school counseling programs, low- income housing programs and food banks. This gives the chance for a young girl to feel beautiful and a mom to feel proud. The Changing American Family- As time goes on the American family changes, from leave it to beaver to being totally abnormal, we are here to jump the eclectic train! The biggest change is the divorce rate climbing to now 50% of marriages ending in divorce. Smaller changes are younger mothers, women in the workforce and same-sex parents. It seems our country seems to get more and more un-stable; sometimes it is just nice to have a long term friend. Our personal shoppers care about what is going on; we are there not just to receive their money but to help them over their life. We plan to dress women for their prom, graduation, new career, fancy events and into motherhood. Geographical Shift- More people are moving into the city, it provides more jobs and creates a convenience not found in rural communities. Naturally this is a good this for us for two reasons. One we are in the city and two more events take place in the city than in the country.

Better Educated Public- This gives room for our clients to know what is good and what is bad, if the quality of their garment is up to the amount they paid for and if we are treating them as they deserve. We give every customer that walks in the best service possible, no matter what they look like or what their income level is. Not every business does this, there are actually very few, so for us to take on this practice when men and women know more about what is going on than ever before is a great positive plus for us. Ethnic and Cultural Diversity- At any time with any garment one can customize it in our store, this is great for persons from different cultures that have a different aesthetic or religions. We can make the garment longer, more colorful and offer different patterns that are rare in America.

Economic ForcesChanges in Income- Our low income program and flexible pricing helps make the adjustment in this hard economy easier. There is nothing like looking great at a party that relieves stress! Every month we also donate to charitable program, ones that help those affected by the economy. One of the most gratifying charities we help is the Mother posting on the Holiday Assistance Aid page. There is no middle business and you get to really hear the people that need help, and the help they are asking for makes such a difference. Value Marketing- This is one of the components that drives our store; we are a service oriented store that provides quality in every aspect. Items you get here are truly worth their money, for those that cannot afford new we have created the consignment department. This department helps with the new value marketing field as well as reaches towards the economically friendly demographic.

Income Distribution- In recent reports we have found that there is becoming a larger gap between the rich and the poor. We cater to both income levels, the low income families that utilize our price adjustment program and the richer families that buy a wardrobe of dresses from us. Our store provides a place where we can all be one, women that want to look good! I believe the atmosphere that we create helps to rebuild this gap and hopefully one day there wont even be a difference. Changing Consumer Spending Patterns- Lately with the downturn in the economy people are spending their money wisely on important items such as food and shelter. This is because they are either laid off, dont have as much money as they used to or costs have gone up and they are finding it harder to compensate. Because people are at home more often the social media frenzy has climbed. A big part of employment now is networking, going to events and hob-knobbing with the people who can give you a job. When doing this all one has to show for they are their personality and appearance, and they want to look good. We offer quality and style that cannot be replaced by stores such as Kmart, and because every sales associate is a personal shopper we personally select your garment just for you. Monitoring economic changes- Every day we will go over our sales; did we meet our goal, which hour was the best etc. When the month is coming to an end we see how we did, if we did well then we will go on with our business plan. If we didnt, meaning we didnt move as much merchandise as we wanted or we didnt meet our sales goal, and then we adjust accordingly.

Natural ForcesShortages of materials- Cotton and polyester prices have raised, subsequently our prices will rise. Some of the designers we carry have an ecological stand point, if they have a natural fiber garment or line and in falls in place with our aesthetic we plan on continuing to carry it in this economic downfall. In addition when selecting local and student designer garments to feature we will keep our natural state of mind in mind. Increased Pollution- Most of our textiles are imported from Italy, we do this for three reasons. Italy has fair employee laws, the environment is of more quality than third world countries and it has some of the best quality one can ask for. Although we do have to ship items the delivery service we have decided on has a commitment to the environment and making it a better place. Government Intervention- Recently the government has gotten stricter about importing and exporting laws, if at any time we are not able to receive textiles from Italy we will contact the National Council of Textile Organizations to see what our best route would be in buying local.

Technological ForcesAffordable Versions of the Product- Designed for us is a program that has yet to be mimicked, this program was described earlier in the services section. We asses our clients personality, body type and skin tone through a series of applications that was designed especially for us and is updated regularly with our new product. If this product is to be mimicked, even at a much lower price, we will stay with our originally maker because loyalty is one of the things we provide, expect and believe will help build our economy. New Markets and Opportunities- We are always open to making our clients experience more enjoyable. We want them to be happy, the process to be simple and them to leave feeling beautiful. The manager involved with the buying process as well as the owner will keep up with growing trends and take the correct opportunities when and as needed.

Political ForcesProtect companies from each other- These laws were put in place for a good reason, as a business we will always follow these laws and remember the reason they were put here. Our point as a company is to make the world a better place, and in every aspect we strive to achieve this. Protect consumers- Our clients are our number one priority. Accidental Dress was not started to make money, it was started to provide a wonderful service. Always clients are at the front of our minds and we want to do the best we can to honor and please them.

Protect Interests in Society- Our interest as a country seems to keep changing, they are different depending on who you talk to, where, when and what their personal interests are. As basic human beings we know what is right and what is wrong, the interest in human beings for us is a high priority and it is where our priorities will always lye.

Cultural ForcesThe values and beliefs asses on by churches, family, schools, government and business are at the core the same. Be nice to others, the only thing that varies is each church, family, school, governments or businesses definition of nice. We have molded our company to be as nice as possible to serve our community in the best way and as often as possible; this way we can teach as much people as possible the real definition of nice. Love.

When you leave, we want you to feel as beautiful as the sunshine, as delicate as a daisy, as wonderful as glitter and as unique as a snowflake. Thank you for being you, the precious soul that is not so accidental after all