L’audace

The Bold and Beautiful

L’audace

L’audace is derived from the French word bold (audacious) and is exactly

how the retailer intends to make women feel when they wear the store’s

merchandise. The name communicates a sense of elegance and femininity to

potential customers, as well as conveys a sense of sophistication and quality. The retailer’s name is timeless and is

meant to attract a higher-end clientele.

Store LocationL’audace will be located in the Highland Park Village (HPV) luxury shopping center

outside of Dallas, Texas. The shopping center has been the premier venue for high-end shopping and dining since its opening in 1931. The open air shopping center meets the level of sophisticated that L’audace

offers. HPV has a mix of well-known international retailers, as well as “local

treasures” that L’audace can be included into. With women making up 52% of the

population in Highland Park and the median household income in this area being

significantly above state average, it makes the Highland Park Village shopping center

an opportune place for L’audace to be located.

Highland Park ISD. (2009). Retrieved from http://proximityone.com/acs/dptx/dp3_4823250.htmHighland Park, Texas. (2012). Retrieved from http://www.city-data.com/city/Highland-Park-Texas.htmlHighland Park Village. (2010). Retrieved from http://www.hpvillage.com/legacy/

Target MarketL’audace’s target market is women

between the ages of 27-45 years old. These women are a part of either generation X or Y

and live in Highland Park or cities close to the retailer’s location. These consumers are college educated and have most likely either

obtained a Masters of Doctorial degree. L’audace’s target market is women that

have established careers, such as lawyers or management occupations, with a median

household income of $172,353. Most of the women are either newly weds or married and have two children. These women are

looking for quality, classic merchandise that they can wear to work, but also allow them

to express their fashion sense.

Highland Park, Texas. (2012). Retrieved from http://www.city-data.com/city/Highland-Park-Texas.html

Merchandise

L’audace carry's moderate to higher end women’s wear clothing. The retailer caters to women looking for quality merchandise

that can be worn both to the office and on a night out with only a few minor changes to their outfit. L’audace offers women tops,

outerwear, and bottoms (pants and skirts). The retailer is where women can purchase

classic pieces with a bold twist, such as vibrant colors. Women looking to express their fashion sense at work, as well as out

to dinner, can come to L’audace to purchase quality garments that will be perfect additions to their sophisticated

wardrobe.

Marketing Objectives1. To have an online presence by the end of year one

with a L’audace website.a. Work with a third party to create a website that is both appealing and easy for customers to navigate through.b. Incorporate the website address into store signage and business cards so customers will become aware of the store’s online presence.c. Incorporate the retailer’s social media links, such as Facebook, Twitter, and Instagram, into the website in order to create more brand awareness and have a stronger existence on the internet. 2. To have a second L’audace store opened in Houston,

TX by the end of year seven.a. Seek for locations in Houston that comprise of the store’s target market.b. Once a location is selected, seek advice from financial advisers for guidance on the store’s business plan.c. Start creating marketing strategies to advertise the retailer’s store opening in order to create brand awareness in the location.

Marketing Objectives

3. By the end of year two, L’audace will have an annual business week dedicated to giving 15% of all sales to the Dallas based nonprofit agency Attitudes and Attire, which is an agency dedicated to promoting personal growth for women seeking self-sufficiency.

a. Contact the agency and inform them of L’audace’s desire to annually donate a percentage of their sales and find out where exactly to send the donation money to.b. Bring in a representative from Attitudes and Attire to speak to the store’s entire staff and educate them about the agency and how they help the community.c. Set up promotional efforts, including advertisements and signage, in order to inform all of the store’s customers and potential customers about the donation time period.

Marketing Objectives

4. At the end of year two, L’audace will annually offer their time to speak and give their business and industry knowledge to student organizations, such as Merchandising Inc., at universities in the Dallas area, including the University of North Texas, Texas Christian University, and Southern Methodist University.

a. First, the retailer will research what organizations are present at the various universities and then contact representatives from the organizations that the store could offer their time to.b. Create an exclusive card that would be passed out to the members of the organizations. The card would give them a 10% discount off a single purchase at L’audace.c. The retailer would also offer to sponsor the organization’s events, such as fashion shows or samples sales, in order to promote the store and create brand awareness.

Marketing Objectives

5. By the end of year three, L’audace will annually showcase one local upcoming designer’s garments that would be sold for a year in the store.

a. Create promotional efforts, such as advertisements in store and on the website, that would inform local designers of L’audace’s annual designer showcase opportunity.b. Create a registration link on the retailer’s website where candidates can apply for the opportunity to display their garments in the store.c. Dedicate an area in the store where the chosen designer’s garments can be displayed and promoted.

Brand ImageL’audace is much more than just a logo; it communicates the lifestyle of a particular

consumer. The retailer’s brand image is inspired by the Parisian style and the fashion savvy

career woman. L’audace conveys the image of elegance and rebellion with a beautiful and bold

attitude. The store’s typical customer is a woman who strives to stand out rather than fit

in. Whether she is a mother or business woman, she appreciates fashion and loves the idea of

the little black dress. L’audace portrays a sophisticated image and attracts consumers with an income that can obtain that look and lifestyle. The retailer allows women to be bold and trendy at work, while expanding on their femininity and fashion taste outside the office

as well.