III.

General Company Description

Velvet Lux is an exclusive, cultivated women’s apparel and lifestyle brand, designed to discover and
reinvent through experience. We cater to the woman who knows herself but isn’t afraid to evolve and
grow when the seasons change. Velvet Lux is centered around fashion, culture, and knowledge. We offer
signature Velvet Lux apparel alongside “well-selected” retail pieces. Velvet Lux signature apparel items
are exclusive, custom pieces. The signature pieces form a consistency throughout the brand that creates
a marketing structure that is significant for revenue growth and rapport. Due to the fast fashion
production and clothing trends that are changing expeditiously, we limit our carefully selected retail
items. This creates a multitude of great scenarios! On the back end, we are eliminating retail overhead
costs, while also eliminating “dead merchandise”, while updating inventory pieces (through careful
selection) without compromising the brand’s identity. On the front end, we are fashion, we are cultured,
we are knowledgeable, and we are prevalent. Our strategic company outlay is designed specifically for
the woman and the brand to be one entity; changing when necessary, staying true to principles and
values, while creating an experience along the way.

Mission Statement

Velvet Lux is a movement that we are sure many people will follow. We create the space for women to
feel empowered and heard— We are a community, a tribe. By being a healthy, successful business that
delivers quality and experience, we will provide inspiration. We don’t search for meaning, we create it.
We are the culture. We are the experience.

Company’s Goals and Objectives

Goal: Discover creative ways to communicate with customers, create valuable experiences &
conversations. + Spark brand awareness and revenue growth.

Objective: Create a Velvet Lux Podcast (Brand Awareness and customer experience)

Discuss wide range of topics featuring different women that offers valuable teachings:

Possible Discussions

 money management
 tips on how to succeed in any field,
 entertainment and culture news.

Objective: Create Velvet Lux Magazine | Coffee Table Books

Magazine : Fashion, Health, Fitness, Entrepreneurship ---

Coffee Table Books: Photography; everything art.

Objective: Introduce Velvet Lux Studios, storefront, co-working/ event space

Through our ECOMMERCE platform, we create an experience through the styling, layout, and content
placed throughout. Our goal is to transcend and grow into a physical store front, allowing our customer
to experience Velvet Lux in the flesh.
The difference between a regular retail store and a small business brand, is the authenticity. Although
Velvet Lux is a small business, we have big goals that are realistic, and we set out to achieve them. We
are able engage with our customers and allow our customers to be a part of our (growth) process.

With creating the brand, we want to expand and create new elements within. The branded clothing
(Velvet Lux signature piece) will then have boutique style clothing alongside (this is purchased through
wholesale vendors). This creates diversity within our clientele, given them more options while also
creating revenue growth. The second element would be blog worthy content to drive traffic to our
online platform and create a relationship with the customer/clients. Both elements structure and
creates a transcending moment to introduce the 3rd element, Velvet Lux Studios (the physical store.) The
store will create a space that builds a strong brand presence while creating a quality experience. This
allows the brand to use the space to experiment with technology, collaborations, and personalized
customer experiments. The space then makes room for our 4th element, Velvet Lux events/coworking
space. The idea is to structure Velvet Lux in a way that allows our guests to become a member of Velvet
Lux studios co working space, allowing them a space to hang out, create, and socialize. The events will
offer insight on a wide range of topics, hosted by women that are proficient in the field of discussion.
This creates networking experiences, creative revenue, and client/customer engagement.

IV. Products and Services

Apparel

Magazines | Coffee Table Books

Co Working Space

V. Marketing Plan
Research and studies show that social media is the best tool to drive your marketing strategy. Instagram,
Facebook, Twitter and Tumblr give us a platform to reach a multitude of different women. The content is
strategic and creates a story around the brand. Engaging with customers and potential customers by
keeping communication personal and authentic. Creating a visual identity online that connects with
ideal customers/community. Loyalty programs, that encourages customers to sign up using their email
to receive promotional emails i.e., gain VIP access to a product or service.

Customer A.

Age 18-24

Gender: Female

Career: College/ Entrepreneur

Personality/Characteristics: Loves fashion, reading, learning new things.

Customer B

Ages 25-33

Gender: Female

Career: Corporate, Entrepreneur

Personality/ Characteristics: Loves to shop, travel, social gatherings, and happy hour.

Competition:
Fast Fashion Brands: Fashion Nova , Nastygal, Naked Wardrobe

Fast fashion brands are a lot of company’s worst enemy, because of fast production. Fast production
allows bigger fashion brands the ability to produce products that was originally created by a luxury
brands for a fraction of the price. Although this is a benefit, it also shows lack of creativity and
unauthentic company values. Velvet Lux creates an experience and delivers quality over quantity. Our
signature pieces create a sense of belonging and brand awareness, while our boutique style pieces are
ordered in limited quantities, creating a sense of urgency. We want our customers to feel exclusive!

Pricing

Example A .

Wholesaler Tank Top: 6.00 x 30 = 180.00

Graphic/Logo: 4.00 X 30 = 120.00

Total for each shirt: 10.00

Resale: 45.00 x’s 30 = 1350.00

Profit: 1,050.00

Example B

Wholesaler Dress: 12.00 (2 small, 2 Meds, 1 Large) = 60.00

Resale: 50.00 x’s 5 = 250.00

Profit : 190.00
The price point is affordable and can compete within the pricing of the markets retail brands.