FM 117- 203 (Mondays)Spring Term ProjectStephanie Zoppina

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TABLE OF CONTENTS

Introduction……………………………………………………………..page 3Mission Statement………………………………………………….…page 3Locations………………………………………………………………….pages 4-6Channels of Distribution…………………………………...….…...page 7Problems in Startup……………………………………………….....page 8Chain of Command……………………………………………………page 9-10Marketing Strategy …………………………………………………..page 11Customer Satisfaction Survey……………………………………page 12Pricing Structure………………………………………………………page 13Target Market…………………………………………………………..page 14Clothing……………………………………………………………….…..page 15Store Layout…………………………………………………………….page 16-17Technology………………………………………………………………page 18-19Brand Logo………………………………………………………………page 20Brand Label……………………………………………………………...page 20Brand Hangtag………………………………………………………….page 20Advertising……………………………………………………….………page 21Competition………………………………………………………………page 22Code of Ethics……………………………………………………………page 23Positioning…………………………………………………………….….page 24Societal Ad……………………………………………………………...…page 25Marketing Team……………………………………………………...…page 26Conclusion……………………………………………………………...…page 27

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INTRODUCTION

Harmony is a women’s retail store located at 20 locations throughout the USA. Until

recently, there were zero Manhattan locations for Harmony; fortunately, Harmony is able to

open six new stores throughout the island. This is the company’s first entry into the New York

Market; however, we are confident that we will be able to provide the women of NYC the

clothing at the right quality, price, and style that they want. Even though Harmony already

has many stores, it will take a lot of planning in order to open six new ones in an entirely new

region. Much thought will be put into the perfect locations, prices, logos, products, and much

more before the store is open. Not only is Harmony focusing on the six locations in New York,

but simultaneously, Harmony is trying to improve their online shopping, advertisements, and

will eventually branch out globally within the next decade.

MISSION STATEMENT

Harmony is a store that thrives off of the fashionable, smart, and driven young women they

provide to. Our goal is to help these women look as beautiful on the outside as they are on the

inside and we accomplish this by trying our best to help you feel comfortable and care free as

if no effort was involved. We try more and more every day to promote the free spirited and

hard working lifestyle but most of all give you the quality clothes you want to make you feel

your best.

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LOCATIONS

The locations of the store “Harmony” will span throughout the island of Manhattan.

The specific locations were chosen based on their popularity and the frequency of shoppers

that roam the area. Also, the locations are spread out and mostly located down the middle of

the island in order to make it easier for people from both the west and east sides to get to

them. The first location is located on the edge of the upper west side in Columbus Circle.

Columbus Circle is a very popular shopping area, which is home to stores such as Armani

Exchange, Bebe, and J.Crew; indeed, these stories will attract a young market. Also, Columbus

circle is a very popular area in which people will spend an entire day walking around which

will be good for business. The second location is located in the midtown area on 5th avenue

and 53rd street. It is important to locate at least one store on 5th avenue just because of the

mere fact that it is a notorious area for shopping. It will be located on 53rd street because it is

only a short distance from Times Square which is full of tourists that are ready to shop and it

is near many other stores with similar price points. Stores near this area include Forever 21

and even the shoe store Aldo. This area will most likely attract many of the tourists, which are

going specifically to this area to shop and see attractions such as Times Square, Rockefeller

Plaza, and St. Patrick’s Cathedral. The third location will be located in Herald Square at 6th

avenue and 34th street. Herald Square is very popular because the area is home to stores such

as H&M, the Manhattan mall, and even the notorious Macys. This area will attract tourists as

well; yet, many people that live in the Chelsea and Garment district areas will most likely shop

here since it is only a short distance away.

The fourth location will be located in Union Square at 14th street and University place.

This area is very popular for shopping and is known for its outdoor markets as well. Not only

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is Union Square crowded with many residents from the area but it is also filled with NYU

college students whom dorm in the area. Some popular stores around the area include

Forever 21, Urban Outfitters, Aldo, and Juicy Couture; indeed, the target customer for

Harmony most likely shops at all of these stores as well. The fifth location for the store will be

located at Spring street and Broadway in SoHo. SoHo area is also another large and popular

shopping district. Spring Street and Broadway were chosen specifically because Broadway is

littered popular stores; thus, people tend to walk up and down Broadway. Spring Street was

chosen because it is a particular street that contains a few vintage stores and boutiques,

including the famous DASH store which the celebrity Kardashian sisters own. This location

will get the attention of many passer buyers since it is in a close proximity of the popular

store. The sixth and final location is on the southern end of Manhattan near the South Street

Seaport at Fulton street and Water street. The area is popular for its many restaurants as well

as stores. Not only will it attract a customer whom may need an item quickly but it will also

attract people who will spend their time strolling around the area during nice weather. Some

of the stores close by include Abercrombie and Fitch, Coach, and Guess. Overall, each location

will help to attract the maximum amount of customers; indeed, the fact that the stores span

over all of Manhattan will help to gain recognition and popularity.

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CHANNELS OF DISTRIBUTION

For the New York stores, Harmony will only be sold through one channel of

distribution, retail. Harmony will purely sell its products in the stores instead of using the

website or catalog. The reason for using only the retail channel at first is because for the first

year, we will be able to figure out exactly how to run the stores smoothly and therefore add on

the Internet. Once the website is capable of selling, it will sell the top items that are found in

the stores. The top selling items will be based on the amount sold per season. Using only the

top selling items on the website will allow the website to get more use and harmony will not

have to pay for non-selling items that are sitting in a distribution center. One other channel of

distribution that Harmony will use after its first year is a catalog. During the first year,

Harmony will build up customer loyalty; thus, once a catalo is started, many people will

automatically want to put their name on a mailing list. The catalog will be much different from

the website and carry every item that can be found in the store. Furthermore, these channels

of distribution are used as the best methods to strengthen customer loyalty and create

exclusivity between each channel.

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PROBLEMS IN START UP

In order to make sure that the start up of the new stores runs smoothly, one must

anticipate any problems that could possibly arise. One first obvious problem would be

extreme bad weather. Weather would slow down the time it takes to get merchandise into the

stores and also damage the possible image of the store as well. For instance, bad weather

would lessen the amount of people on the streets that would notice the opening of the store,

which would in turn lessen the popularity of the store in the beginning. Another problem

could be an event that is going on in the city at the same time. NYC is a very popular place for

different events such as a celebrity coming to speak, a larger store opening, or even a strike.

Each of these events attract large amounts a people, which would lead to a smaller crowd

coming to the new store or even too crowded of streets in order to stock the stores. This also

leads to the simple fact that NYC streets are generally very populated and this could slow

down the start up process for all stores since they are known for their large shopping areas.

Another problem that could arise and is common within the city could be the possibility of a

bug infestation problem. It is known that bugs frequently infest buildings within the city and

this could cause a delay for the start up because it would require extensive cleanup. The last

problem that could slow down the start up is the issue of transportation within the city.

Subways are frequently being delayed; thus, this makes it harder to get around the city. Even

above ground, the traffic throughout the city is incredible based on the number of taxis and

cars trying to get around. Furthermore, it is important to be aware of these problems just in

case any of them were to take place while starting up the stores. With knowledge of any

problem that could take place, one can plan ahead by watching the news or even changing the

date of starting up the stores.

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CHAIN OF COMMAND/ORGANIZATIONAL CHART

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The chain of command chart depicts the chain of command all the way from the ceo down to

the stock. Even though the chart is a general picture (many more people employed), it gives a

larger idea of the people involved with Harmony. The New York City stores would actually

have their own division with separate marketing, merchandising, women’s and accessories.

This would be called the New York City region and each individual store would have…

The store manager looks over everyone at that individual location and the visual

merchandiser and sales manager are underneath that position. The visual merchandiser will

work with the assistant visual merchandiser and together, with directions from the head of

the company, will control the look and ambiance of the store. The Sales manager will look

over all sales done in both women’s and accessories. The managers of each of these categories

will in turn look over general sales associates and stock room employees.

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MARKETING STRATEGY

The overall marketing strategy is to provide customers with needs that they are not

having met all in one quite yet. The marketing mix clearly points out the marketing strategy

that Harmony plans to take.

Product: The clothing sold at Harmony stands out amongst other retail stores because of its

indie/rocker feel as well as its great quality. Customers will be able to purchase pieces at a

low price and be able to keep it for a much longer time than stores such as Forever 21.

Price: Harmony is considered a moderate to moderately high pricing; however, the prices are

justified based on the service and quality that the customer is receiving. Customers will see

how they rather pay a little extra for good clothes and knowledable employee help which will

lead to an overall better shopping experience.

Place: New York City currently does not have any Harmony stores. NYC is a large market in

the retail industry and the store would thrive in the city. Six new stores will open and be

placed at vital shopping locations such as Columbus circle and fifth avenue. These areas are

littered with many retail stores; indeed, Harmony will be able to grow and hopefully expand

internationally.

Promotion: Advertisements will not be limited to one source of media but rather will appear

throughout the Internet, on billboards, and even in magazines. The advertisement section of

the marketing plan is aware of the fact that Harmony’s name will have to be put out into the

public and become known. It will not take long for everyone to know exactly what Harmony is

and what they stand for.

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CUSTOMER SATISFACTION SURVEY

1. Were you able to find what you were looking for in the store today?__________________________________________________________________________

2. On a scale from 1-10, how satisfied were you with the product within the store today?______________

3. On a scale from 1-10, how satisfied were you with the customer service?_______________________

4. Were you helped by an employee today? If yes, who?___________________________________________________________________________

5. Did we carry the colors you were looking for? If no, which colors would you like to see more of?______________________________________________________

6. Did we carry the sizes you were looking for today? If no, which sizes would you like to see more of?______________________________________________

7. Would you prefer to see more unique items of clothing within the store or more basics?_______________________________________________________________

8. Would you like to see more accessories within the store? If so, which ones?___________________________________________________________________________

9. Do the price points meet your expectations? (circle one)Too low (low quality) Just Too high

10. How often do you go shopping per month?________________________________11.How likely are you to come back and shop here again? (circle one)

Not likely Likely Very Likely

12.How likely are you to recommend this store to others? (circle one)Not likely Likely Very Likely

13.Is there anything you can recommend in order to make your shopping experience with us more pleasurable? ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Thank you for completing this customer survey! For taking your time to complete this survey, we would like to give you an extra 20% off your next

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purchase! (cut along the dotted line and use for your next purchase)

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PRICING STRUCTURE

• The pricing structure for Harmony is based on value-added pricing. Instead of trying to

fit the lower prices with low quality like many other fast fashion stores, Harmony tries

to show the value within each piece of clothing and therefore not having to lower the

cost. Some of the values that come along with the clothing would include the

phenomenal quality of the actual clothing and the customer service that the customer

will experience within the store. These characteristics will justify the prices that aren’t

quite as low as some competitors. Therefore, the prices found within Harmony will tend

to be moderate to moderately high. The company will also run on a cost-plus pricing

scale. This means that after the item is made, Harmony will consider what they had to

spend and markup the item so that they make a small profit.

• Harmony will also have several promotions throughout the year. In order to make the

allure of a sale at Harmony even more desirable, we will have two major sales

throughout the year, one for spring and one for fall. During the rest of the year,

Harmony will have clothes on clearance and frequently give out promotions. These

promotions include 20% off for completing a survey, coupons on groupon, and even

several different “buy one get a percentage off” sales throughout the store.

• An example of the pricing structure would be an average of $50 for a top, $80 for jeans,

and $60 for shorts or a skirt.

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TARGET MARKET

• Demographic :

o Gender: female

o Generation Y shoppers

This generation is between the ages of 31 and 11; yet, more narrowly

targeting the ages of 16 to 26.

o Most likely has some source of income of either a part time job, money from

parents, or even full time job since the upper age is fresh out of college.

o Marital status: single

o Education of fashion: aware of fashion in media

o Middle class

o Ethnicity: any

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• Psychographic:

o Interests: She is interested in fashion, nature, education, and happiness. She

is not a money driven person but is rather driven by how she can make

others happy. She reads magazines and books often as well as keeping

updated on the fashion world in her spare time. Also, if she were to live in

any other decade, it would most likely be the 70’s where everyone was

carefree and happy.

o Attitudes: The target customer generally has a positive and carefree attitude.

She is a free spirit and loves life. She is successful but loves to relax and take

time to make sure she is happy. This target’s attitude is to always please

others before herself.

o Lifestyle: The target customer loves to be in a calm nature setting or even in

an exciting city lifestyle. She may be in school or out on her own but still is

confidant about who she is. This target has her own personal style and sticks

to it; indeed, she tries not to follow the crowd but is more of a leader.

o Wants: This target customer is concerned with clothing that makes her not

only look beautiful but feel beautiful as well. A large concern of hers is to

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also feel comfortable while she is out taking the world by storm.

CLOTHING

The clothing at Harmony includes almost all pieces of clothing as well as some

accessories. The overall style of the clothing has an indie/hippie/rocker/ grunge look to it,

as well as some basics. The colors for the clothing are mostly earthy tones with a few

bright colors and pastels. The clothing is very trendy as well and incorporates new looks

straight off the runways. The accessories are all considered costume jewelry. Here are

some examples of what Harmony will carry.

Tops: tanks, long sleeve, short sleeve, cropped, dress, blouse, halter, casual

Bottoms: casual, dress, leggings, denim, skinny, wide leg, shorts

Outerwear: leather jackets, jean jackets, sweaters, pea coats, military style coats, vests

Skirts: pencil, a-line, mini, long, dress, casual

Dresses: casual, cocktail, mini, mid length, rompers

Accessories: sunglasses, scarves, hair accessories, rings, bracelets, necklaces, earrings,

belts, hats, watches, handbags (clutches, messenger bags, shoulder bags)

Harmony will also carry a different designers clothing once a month. Such designers

include Betsy Johnson, Rachel Roy, and even lines by young starlets such as Miley Cyrus.

Overall, Harmony will include a wide variety of different types of clothing in order to meet

any customer’s needs. The idea of having designer clothing within the store will enhance

the want for that particular fast fashion. Indeed, the designers will differ in order to span

the entire age range of the target market; thus, Miley Cyrus will appeal to a younger

customer as apposed to Rachel Roy whom will appeal to an older customer. The concept of

having a large amount of accessories within the store also increases the idea of a one-stop

shop. Customers will be able to pick out an entire outfit and fully accessorize it within the

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store and further strengthening customer loyalty.

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STORE LAYOUT

Both store layouts are considered free-form layouts. The lighting in each store will be with

antique looking chandeliers, which will provide a slightly dimmed lighting. The store

colors will be in non-vibrant and muted greens and blues for a calm and peaceful

atmosphere. The scent will be one of a natural feel such as the ocean or flowers. All posters

and signage within the store will depict the clothing and model in an outdoors theme

depending on the season.

Small:

18DOOR

DOOR

PANTSPANTS

DRESSES

DRESSES

TOPSTOPS

PANTSPANTS

ACCESSORIES

FITTING ROOMS

REGISTER

DISPLAY WINDOW

OUTERWEAR RACKOUTERWEAR RACK

Extra Large:

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ENTRANCE

ENTRANCE

EXITEXIT

REGISTER

REGISTER

FITTING ROOMS

Jewlery

SUNGLASSES/ BELTS

BAGS/ WATCHES

HATS/SCARVES

SKIRTS/SHORTS

SKIRTS/SHORTS

JEANS/PANTS

JEANS/PANTS

TOPSTOPS

TOPSTOPS

TOPSTOPS

DRESSESDRESSES

JACKETSJACKETS

OUTFIT EXAMPLE MANNEQUINS

OUTFIT EXAMPLE MANNEQUINS

WINDOW

WINDOW

TECHNOLOGY

Technology in today’s society is ever growing and changing. Listed below are various

different sources of technology and how they will benefit the marketing of the new

Harmony stores.

• Internet: Advertisements etc.

oFacebook : More than 500 million people have active facebook accounts; thus,

facebook is a very useful way to get in touch with possible customers. A way to

take advantage of this new technology is by making a Harmony facebook group.

This page will provide customers with vital information about the products, prices,

mission statement and beliefs, and even any upcoming events. Whenever one

person likes this page, all of their friends will be able to see the link as well; thus,

this page will help to network all around the world.

oTwitter : This website has been growing greatly in the past few years and is a very

useful way to get possible customers attention by the help of celebrities. Many

celebrities, whom are in the spotlight of the entire country, write their feelings,

ideas, and beliefs on twitter for everyone to see. With the support of the celebrity,

Harmony may be able to promote the store through twitter. Trending topics are

also useful because they are different topics that many people are talking about;

indeed, it would be a goal to make Harmony a trending topic and get the attention

of many.

oGroupon : Groupon is a website that gives out different coupons and deals every

week. Anyone can go on this website and put in their location and find any

promotions for that area. Harmony will start out by giving small percentages off of

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merchandise through groupon, which will gain the attention of already groupon

users.

oWebsite : A personal website for Harmony is vital due to the fact that so many

people own and use computers daily. At first, Harmony may not be able to directly

sell clothes off of the internet, but the website will be an area where customers can

go and learn about the history of Harmony and the different merchandise that one

can find within any of the locations of the store.

oYoutube : Youtube has started to show more and more advertisements on their

website before someone is able to view a video. This website is very popular and

used by many; thus, advertisements throughout youtube will be vital to Harmony.

• Telephone: Many websites such as facebook have programs in which text message

alerts can be sent to ones phone in order to update the person on their profile or any

current messages etc. This may be useful for Harmony because we can try to send out

alerts to loyal customers for new sales, promotions, products, or events. This will help

to keep the attention of already loyal customers.

• Databases: A store database would benefit Harmony because it could collect

information regarding the market that is actually shopping in Harmony and target them

even further through advertisements.

• Apps: Ipads, Iphones, and Itouches are very popular in the public; indeed, people with

these recent technologies buy many different applications for entertainment or even

learning purposes. Harmony could take advantage of these applications by making one

related to fashion and their store. Harmony is a fashion forward store and an

application such as a style blog would be very popular amongst the young women that

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will shop in Harmony.

BRAND LOGO

BRAND LABEL

BRAND HANG TAG

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ADVERTISING

The advertising for Harmony will be done in various different outlets due to the fact

that the target market uses many different outlets of media. The first major area of

advertising will be done on the Internet. The target market in today’s society is

realistically on social network sites all of the time and therefore it is strategic to place

advertising on sites such as facebook, youtube, twitter, and Perez Hilton. Each of these

sites would show a Harmony advertisement. Youtube will be slightly different with a

commercial, which will be played before videos. Facebook will have a special Harmony

group page in which people can go on and actually learn about the stores. Twitter will also

be used as a buzz advertising method since celebrities will be able to tweet links to the

Harmony website.

Another method of advertisement will be out of home advertisements, which will

appear on billboards, taxis, and bus stops throughout all of New York City. Magazines will

also be an important source of advertisement. A few of the magazines with print ads

include Cosmo, Seventeen, Glamour, Allure, Teen Vogue, People, Elle, and Glamour. These

magazines are typically read by teens and women in their twenties which is the target

market. Print Ads also last a long time within the magazine, which will help it to

continually be seen. Texting is also a smart and creative way to advertise for the store.

When customers sign up to get texts from the store, they will be alerted about different

events and promotions going on. The last form of advertisements will be for a PR charity

event. Since Harmony proudly promotes their connection to the World Wildlife

Foundation, they will sponsor a charity event with this group.

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COMPETITION

The three biggest stores that will most likely be competition for “Harmony” are Urban

Outfitters (including Free People), Guess, H&M, Forever 21. Each of these stores target a

girl/woman who is fashionable at a low price; hence, the coined term fast fashion stores. A

big advantage over these stores is the actual locations of Harmony throughout Manhattan.

Harmony was strategically placed at the top six major shopping areas; indeed, its

competition lacks multiple of these locations. Not only is location an important strategy in

the competition of retail, but also there are many other strategies that Harmony will take

in order to compete the best in the retail market. Another major way to win over

customers is to provide even faster fashion. Harmony’s goal is to always supply customers

with new, exciting, and trendy designs, which cannot be found at any other store. This will

be done but listening closely to what the customers actually want through the customer

satisfaction survey. The next way Harmony will combat their competition will be to supply

customers with quality products. Stores such as Forever 21 and H&M are known for

selling low quality products; indeed, clothes that are made with good quality will attract

customers to come more and more often to Harmony than the competition. The last and

most important way to combat the competition is to give great customer service. For many

fast fashion stores, customers are just a number; however, Harmony cares about the actual

opinions of shoppers in order to make the store the best it can be. Harmony will encourage

shoppers to participate in surveys and ask any questions about any products since the

employees are highly knowledgeable about the products Harmony provides. Harmony will

also make sure that the stores are well staffed with people who have a positive attitude

and strong work ethic. Furthermore, each of these strategies will lead to a strong customer

loyalty.

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CODE OF ETHICS

GOALS: The store, Harmony, is based on the belief that everyone is beautiful and the clothing we sell only enhances ones beauty. The clothing is comfortable and functional; yet, fashionable at the same time in order for one to look great any time of the day. Therefore, Harmony focuses not only on its customers 100% but also on its employees. We strongly believe that a happy employee will best educate and help a customer. Furthermore, the goal of Harmony is to always keep a positive learning and helping environment which will in turn produce the most beautiful customers, inside and out.

HONESTY: In order to keep a positive environment, it is important that employees always stay honest regarding transactions, financials, employee interactions, retail activities, and personal issues relating to Harmony.

BEHAVIOR: The behavior accepted at Harmony should be behavior that is always benefiting the customer and staff as well as the business. Each employee should act in an ethical way. This includes no stealing, cheating, lying, or disrespectful language or gossip. Abiding by these will set a positive atmosphere and strengthen the relationships between employees amongst one another and the employees with Harmony.

QUALITY: Harmony prides themselves on producing quality products; thus, they also pride themselves on producing quality employees. It is important that each employee tries their hardest to help the customer and educate them on the product as much as they can. Since our employees are of the best quality, we also provide our employees with quality help. Employees’ opinions will always be heard and Harmony will try its best to meet their needs.

THE CUSTOMER: Customer satisfaction is the number one focus of Harmony. In order to meet the needs of the customers, the employees must be willing to help and educate them. Employees should be able to answer any questions the employees might have and be willing to do as much as they can to make sure the employee is satisfied with the product and feel as if they are the number one concern. Employees are expected to be courteous, polite, and as helpful as possible to the customer.

COMMUNITY: Harmony sells clothing that have a carefree/ hippie feel. Therefore, Harmony finds it appropriate and important to give back to the community by donating to an eco friendly charity. The charity of choice is the World Wildlife Fund whose mission is, “protecting natural areas and wild populations of plants and animals, including endangered species; promoting sustainable approaches to the use of renewable natural resources; and promoting more efficient use of resources and energy and the maximum reduction of pollution. (WWF mission statement)” Harmony also encourages all employees to give back to not only this charity but also any other charity that benefits the community and to also live an eco-friendly life.

POSITIONING

Unlike others stores such as Forever 21, H&M and free people, Harmony prides itself

on being eco-friendly with quality clothing and great customer service on top of the fact

that it is a fast fashion retail store. The benefits of going to Harmony verse its competition

is…

• Clothes will last longer because of better quality.

• Customer is aware of the fact that their money is helping an actual charity

• There are always associates available to ask questions and educate themselves

not only on Harmony but also on fashion in general.

• Name brand designers support the store and customer is able to get the

designer clothing at a much cheaper price.

• Harmony not only provides a specific clothing style but it also sells many basics

that can mix and match with any outfit.

• The atmosphere of the store is calm and soothing.

• Harmony’s number one goal is to satisfy the customer.

• Store is organized, neat, and easy to navigate

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• SOCIETAL AD

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Eco Friendly?Fashionable?

Why not both?Shop at Harmony and 10% of your purchase

will go to the World Wildlife Fund.

Help the World, and look good doing it!

MARKETING TEAM

• Sales Marketing Director: Pull together ideas from the creative team and the

financials. Make sure that the advertising is showing off the stores image and

buyers are up to date with what the creative team is doing.

• Advertising: work on advertising for stores throughout each season. Must

coordinate to get correct merchandise and promotions. Has to create

advertising for multiple channels: tv, print, internet, etc.

• Creative Directors : Help give ideas to both buyers and visual merchandisers.

• Visual Merchandising Director: Works on the entire store image. Will have to

continually update the mannequins within store as well as posters. Has to

create a calm ambiance within each store and set an atmosphere, which

represents that season’s particular clothing styles. The windows much also be

up to date for each store.

• Merchandise Managers: Make sure merchandise that is marketed to costumer

is in each store. Keep up with promotions that are advertised. Stay updated on

the trends.

• Buyers : project plans for merchandise and give advice to marketing about what

to expect.

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CONCLUSION

Overall, Harmony’s purpose is to bring harmony into women’s lives. This is

accomplished through the opening of new stores such as the NYC locations and

promotions. However, not only these strategies will gain customer loyalty, Harmony has to

make sure that they help the community, stay up on trends, and provide the best customer

service possible. It takes hard work from many sources such as the advertisements to the

visual merchandising team and even the cashier. Everyone must pull together to create the

free spirited Harmony image. Overall, the most important part of beginning the new stores

is knowing exactly who Harmony is trying to market to. Without a clear and

straightforward goal towards a specific group of women, Harmony will never succeed.

Furthermore, Harmony tries everyday to bring positivity into the lives of women through

great quality clothing and will continue to do so even until the store is international.

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