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Scene It

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by

Ashley Williams

on 14 February 2010

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Transcript of Scene It

Scene It Specialty Store Owned by four girls who met at Florida State University Ashley Samantha Sarah Jessica History After desiring outfits seen on the red carpet and costumes worn on shows like Sex & The City, the girls decided Hollywood glamour provided to real people is a necessary market. Since opening the first flagship store in Los Angeles, CA back in 2004, Scene It, has grown tremendously as a reputable dealer of Hollywood’s straight-off-the red carpet and film set fashions. Previously a popular movie set from the 1950s, the owners saw an opportunity to refurbish the once highly recognized landmark and turn it into what it is today. The popularity of the L.A. location prompted a demand for a second store in New York City in the heart of the Theatre District. Location, Structure & Image We are located in Los Angeles And New York City Our Los Angeles customer is mostly local residents who want to own a part of their city. Our New York cutomer is mostly from out of town, and are obsessed with the Hollywood industry. Quaint, Freestanding Store An Old Hollywood Feel Our Mission To provide customers with a unique shopping experience, while offering a large selection of one-of-a-kind merchandise straight off of movie and television sets, as well as red carpet events, both recent and vintage. Our goal is to:
* Entertain and educate customers
* Carry unique merchandise
* Hold exclusive relationships with industry insiders
Wealthy women who want a piece of Hollywood
79% Caucasian, 8% African-American, 8% Hispanic, 3% Asian, 1% Other
18-49 years old
Average income of $119,475 in the Los Angeles area
$89,037 in New York area
They enjoy movies, television and high-fashions. Store Service Scene It provides personal shopping service with a high level of customer service. Our employees are educated on merchandise background and know the history behind all garments and accessories. Our vendors are wardrobe stylists who we have special and exclusive relationships with to ensure we have the latest fashions carried in our store while we promote the celebrity, television show, or movie. All which are factors in our sustainable competitive advantage. We Provide Our Customer Is Important To Us Everyday, twice a day, we... ...And other housekeeping duties. We conveinetly have private parking for our LA customer. And are conveinetly located near the blue, orange, yellow, red, and purple lines (1, 2, 3, 7, 9, A, B, C, D, E, F, N, Q, R, S, V, W) in NYC. With limited meter parking in front of the store. Our great location, excellent customer service, previously stated competitive advantages, and overall unique store allow us to record a profit each year. We expect to bring in $2.3 million anually with a 1.7% increase each year in regards to popularity and recognition/reputation. The obsession with Hollywood and celebrities in general also increase sale figures. Exclusive relationship with vendors
Continue to provide fresh, new merchandise
Superior customer service
A comfortable and unique environment our customers enjoy Our Competition Hollywood Obsessions Tampa, FL Hollywood Obsessions provide limited-edition clothing and autographed collectibles in Tampa, FL. Scene It and Hollywood Obsessions are within the same niche market because of items carried. However, because of location, Hollywood Obsessions is not a threat to Scene It. Our customer service and unique aura is something that allows Scene It to stand out. Also, because each of our items is one-of-a-kind from the red carpet, movie or television set, they cannot be sold anywhere else. Scene It is an extremely inviting, warm boutique that makes all customers feel welcome. The entire atmosphere as well as the positive sales associates allow for a great shopping experience. Strengths Weaknesses Limited selection of merchandise
Designer Prices Opportunities Open more stores in the U.S. and abroad Threats Mass retail franchises carrying knock-offs at discount prices
Similar specialty stores Merchandise Carried Carrie Bradshaw (SJP) wearing Christian Dior Sandals in Sex & The City: The Movie Keri Hilson at 2010 Grammys in Dolce & Gabbana Blake Lively In Gossip Girl Costume As well as...
Tops
Jeans
Purses
Jewelry
Skirts
Pants With our lowest prices being $50 and our highest possibly reaching over $10,000 for some jewelry and red carpet gowns Paris
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