(BRAND)
(tac) is an acronym for the brand’s primary marketing tag ”these are clothes.” This acronym is placed in parenthesis to represent the brand’s fundamental challenge to normal conventions, while acting as a visual expression of the underrepresented as those that exist in the parenthetical, or unsaid. The use of the pronoun “these” alludes to the genderless, non-binary target consumer for this brand. Stating that these are clothes is a bold identification of the direct, human nature of the brand.
(tac)’s brand is built on functional basics that refuse to conform to outdated, gendered concepts of self-expression. (tac) is made for people who understand themselves and want clothes that reflect who they are and the lifestyle they lead. This is the main message that it will seek to develop toward its consumers. As such, it stands as a progressive lifestyle brand that will improve the daily expression and identity formation of a community who lacks access to clothing that inspires them and fits their bodies.
Further, (tac) is mission-driven to be a sustainable, ethically-produced and community building lifestyle brand. Its core values are: Community, Ethics, Sustainability, Functionality and Style, all of which are articulated succinctly in (tac)’s motto: “These are clothes. Apparel for people who know themselves.”
(tac)’s brand will be strengthened by the authenticity of its dedication to its core values and mission. The LGBTQ+ is sensitive to inauthentic or misrepresented appeals that rely on sex or present the community as shallow. Rather, (tac) will be queer owned and run and will establish internal policies and a published set of core values the reflect the authenticity of its mission.
(tac) will rely heavily on social media for marketing and for driving interest in the brand. Its competitive edge comes from the thoughtfulness and execution of its designs.
(tac)’s initial branding and advertising will be focused on identifying with the community it is targeting and providing problem-solving solutions through apparel design. It will develop past that to become a made-to-fit apparel outfitter, who can produce designs to fit a broad range of body types.
(SOURCE)
(tac) will generate sales via strategic marketing efforts designed to reach its target consumer in terms of both actual exposure and affective influence. (tac)'s owner brings an intimate understanding and personal connection to the unique ways in which its specific target market organizes and communicates.
This first-hand knowledge will act will guide concentrated efforts to target new and returning customers, as well as seasonal customers during annual Pride celebrations. (tac) will also implement a referral program rewarding customers who refer new customers with discount coupons. We will offer promotional discounts and seasonal and clearance sales throughout the year.
One unique component of (tac)’s offerings will be shipping costs. Shipping will be an additional fee on all orders, but will cover the production and shipping cost of fashionable reusable totes and containers.
(tac) will accept payment via major credit and debit cards. Returns and exchanges must take place within 45 days of purchase. (tac) will provide a shipping label for returns.
Our sales staff will include the owner, designer and creative specialist. Together, we will develop a strategy to design and showcase our products in a way that resonates with our target consumer. Additional training will include how to sell merchandise as well as how to provide fashion advice to customers.
Coupled with a personal understanding of (tac)'s target market, (tac)'s owner brings extensive experience in marketing and freelance copywriting. Leveraging those assets, (tac) expects its strategy to draw consumers from the very beginning. We will utilize social media outlets and platforms that reach and resonate with the LGBTQ+ community, including TikTok and Instagram, e-newsletters, and print media.
Our goal is to keep our marketing budget to no more than 5% of our gross annual sales. We will partner with cause-based, charitable organizations as often as possible. (tac) already has connections to influencers and leaders within the LGBTQ+ community, which we will build from to develop strategic partnerships within the LGBTQ+ community to piggyback on publicity through newsletters and social media, as long as they are within our targeted demographic. We will initially allocate a significant portion of our advertising budget to content creation for social media and newsletters.
(tac)’s owner will rely on preexisting connections within the LGTBQ+ community to model clothing for the website and to crowdsource other key components of its marketing content strategy. Apparel items will be modeled by individuals of all gender identities and expressions to demonstrate the versatility and androgyny of (tac)'s clothing as well as to convey a sense of inclusivity to all customers who visit our eCommerce store.
To build anticipation and excitement for the initial launch of our brand, (tac) will work with LGBTQ+ businesses to hold promotional events where individuals can view the anticipated line for the brand.
As an e-commerce retailer, (tac) will conduct business 24/7, 365 days a year.
Our company will secure wholesale merchandise and raw materials from trusted fabric, textile and denim providers in the United States. We will rely on our strategic alliance with a denim producer and DTG printer for the production of our jeans and Graphic Expressive Apparel line. Our Performance-driven Basics line will be produced and finished by XX.
To control costs, track inventory and manage stock levels, we will put an inventory control system in place. Staff will conduct annual inventory audits and hire outside auditors when necessary. We will seek to produce items based on actual sales to minimize inventory costs.
We will maintain all accounting and finances using Quickbooks online.
(tac) will build an e-commerce website to serve as our primary retail and merchandising method. We have secured the domain name www.theseareclothes.com and will begin site development using Wix. This platform allows us to create an online storefront quickly and will manage all aspects of it including creating shipping labels, accepting payment, and monitoring inventory. Customers will also be able to create wish lists for items they want to purchase later.
As the primary interface for (tac)’s storefront, the (tac) website will be easy to navigate and intuitive. The design will be minimal and the brand narrative and core values will be prominent. The website will feature a blog and forum for community building and advertising. There will be an event forum posting section and opportunities to sell accessories on the site. There will also be a community resource section.
Having this online presence will allow us to build our email marketing list and send regular promotions to customers with new product announcements, discounts, specials, birthday coupons, and fashion ideas.
Foremost, we intend to showcase our brand, our clothing and provide customers with the ability to purchase items online. As the site progresses, we will include features such as fashion advice, designer interviews, and newsletters. Eventually, we hope to establish and nurture an online social community where queer individuals can gather and discuss topics of the day, network and share style tips.
(tac) is currently pursuing strategic alliances with a custom denim finisher with access to a Direct-to-Garment (DTG) printer in South Carolina, a denim mill in Louisiana, and various other domestic textile and fabric producers in the United States. We are currently researching automated fabric cutting and sewing providers.
The owner intends to launch and grow (tac) for many years into the future. As well as to expand product offerings to reach a larger demographic of body types and, if possible, acquire machinery and staff to build out “made-to-fit” operations.
MADE-TO-FIT
As (tac) grows and establishes brand loyalty, several opportunities will open to us. For one, (tac) would love to expand its mission to providing clothes to underserved individuals by shifting to a “made-to-fit” production model that will allow added customization by clientele. This will strengthen (tac)'s dedication to providing stylish and practical apparel to underrepresented individuals and sustainability, while improving overhead and inventory costs.
ACCESSORIES + MARKETPLACE
Further, as a brand that strives to listen and serve its target market, (tac) will consider opening its accessory lines to collaborations and/or acting as a marketplace for young designers within the LGBTQ+ community. Developing an accessory line in this manner will encourage brand loyalty through community development and an authentic dedication to elevating the voices of our specific target market.
COMMUNITY RESOURCES + CHARITY
In addition, as a mission-driven brand with goals to raise awareness around key issues for both the LGBTQ+ community as well as the apparel industry in general, (tac) will strive to develop a community forum space that will increase awareness and communication within the LGBTQ+ community by providing resources and community-driven content. This space will drive traffic to the site and enhance our brand’s place within the apparel market. This will also serve as a driver for ad revenues and charitable opportunities.
APP DEVELOPMENT
Finally, within the first three five years of business, (tac) will work to develop an app to both market and sell its products, as well as host the community forum described above.
BUYOUT OR ACQUISITION
In the event that our investors require repayment of their initial investments, plus a large return on their investments, we will seek a partner to buyout the investors’ shares. Another alternative is a management buyout, which will be agreed upon in advance.
In the long-term, we will position (tac) as a profitable business that will be an appealing acquisition for any number of retail chains.