Curriculum vitae
Offissa
waswa-converted.pdf
ELEGANT FASHION BEAUTY COLLECTIONS
ADMISSION NUMBER
BCM/0146/2017
EMAIL:
om
COURSE CODE: BCB 104
COURSE
TITLE:ENTERPRENUERSHIP 2018
THE ELEGANT BEAUTY
BUSINESS PLAN Collections for all fashion design
By: Zadock Wasonga
……………………….
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TABLE OF CONTENtS 1.0 Executive summary…………………………………………………………………………………..…………………….….…………… 4
1.1 Business Objectives ............................................................................................................................... 4
1.2 Mission Statement ................................................................................................................................ 4
1.3 Guiding Principles ................................................................................................................................. 4
1.4 Keys to Success ..................................................................................................................................... 5
2.0 Company Description ........................................................................................................................... 6
2.1 Ownership ............................................................................................................................................. 6
2.2 Legal Form ............................................................................................................................................. 6
2.3 Start-Up Summary ................................................................................................................................. 6
2.4 Location ………………................................................................................................................................ 6
3.0 Products and services............................................................................................................................ 7
3..1unique features…………………………………………………………………..…………………………………………………………… 7
3.2special benefits....…………………………………………………………………………………………………………………………..… 7
3.3 Competitive Comparison ...................................................................................................................... 7
3.4 Suppliers ............................................................................................................................................... 8
3.5 Future Services ...................................................................................................................................... 8
4.0 Market Analysis .................................................................................................................................... 9
4.1 Industry Analysis ................................................................................................................................... 9
4.2 Market Size ........................................................................................................................................... 9
4.3Industry Participants ............................................................................................................................. 9
4.4 Market Needs ....................................................................................................................................... 9
4.5 Market Trends .................................................................................................................................... 10
4.6 Market Growth ................................................................................................................................... 10
4.7 SWOT………………………………………………………………………………………………………………………………………..…… 10
5.0 Marketing Strategy and Implementation .......................................................................................... 12
5.1 Strategy Pyramid ................................................................................................................................. 12
5.2 Marketing Strategy and Positioning .................................................................................................... 12
5.3 Positioning Statement ......................................................................................................................... 12
5.4 Pricing Strategy ................................................................................................................................... 13
5.5 Promotion and Advertising Strategy ................................................................................................... 13
5.6 Website ............................................................................................................................................... 13
5.7Marketing Programs ............................................................................................................................ 13
5.8 Sales Strategy ..................................................................................................................................... 14
5.8.1 Sales Forecast .................................................................................................................................. 14
5.8.2 Sales programs …………………………………………………………………………………………………………………………… 14
6.0 Organization and management…………………………………………………………………………………………….…….… 15
6.1 organizational structure…………………………………………………………………………………………………………………. 15
6.2 management team………………………………………………………………………………………………………………….……… 15
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7.0 Financial plan………………………………………………………………………………………………………………………….………16
7.1 Break-even analysis .............................................................................................................................16
7.3 Projected Profit and Loss .....................................................................................................................16
7.4 Projected Cash Flow ............................................................................................................................16
7.5Projected Balance Sheet ......................................................................................................................16
8.0 Appendices .........................................................................................................................................16
Appendix 1. Summary …………....................................................................................................................17
Appendix 2. References………………………………………………………………………………………………………………………..17
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1.0 EXECUTIVE SUMMARY
1.1 BUSINESS OBJECTIVES
a) To establish ourselves as a premier fashionable clothing company, targeting
professionals – working professionals and medium to fashion forward working
professionals in both academic, entertainment and design industries.
b) To sell more than #650,000 in annual sales by year two, providing high quality clothing
with A-list designs for people with polished and elegant taste .
c) To reach a break-even point by the end of year one.
d) To maintain profit margins 15-20% through close attention to expenses and cost of
goods sold.
e) To drive awareness and build sales through mentions in both local print and the nations
top fashion magazines.
1.2 MISSION STATEMENT
Elegant beauty intends to develop an inventory of unique fashion products that can add value
to every potential client’s wardrobe. These products, which will be sourced and manufactured
in Kenya and other raw materials dealers abroad, can be added as staple, fashionable exclusive
pieces to enhance the image experience to people that hold fashion, quality and high-end
design of utmost importance.
Elegant beauty will be a leader in the fashion wholesale and retail sector by offering customers
unique and stylish men and women’s apparel and accessories at affordable prices with top‐
notch customer service and benefits.
1.3 GUIDING PRINCIPLES
a) Being Mindful of our Customers and our Staff
Coinciding with our family values, we will treat both our customers and staff in a
manner in which we ourselves would want to be treated (or better!)
b) Gratitude
“An attitude of gratitude” shown to our customers, employees and vendors – because
without their input, service, labor and time, our business would not be here without
them!
c) Our Service
Provide the warm and friendly products expected from a family-style fashion creating
an informal, comfortable design and admirable outlook which will make the customers
be smart and want to return again and again.
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1.4 KEYS TO SUCCESS
• A variety of fashion and high quality products to lure our customer to come daily for the
new fashion.
• Location;-having a good location in high shopping area.
• Outstanding customer services.
• Good relationship with vendor.
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2.0 COMPANY DESCRIPTION
2.1 OWNERSHIP
Elegant beauty is fully owned and managed by Zadock Wasonga(ZW). As currently set up, ZW
also serves as the head designer and will initially handle all managerial and administrative
duties. Zadock began his marketing career at the age of 15 working in a quick-service selling of
clothes in the nearby market operation and earned his way through college as a cloths supplier
to students. Wasonga is now undergraduate in Kaimosi Friends University College pursuing
bachelor of degree in Sales and Marketing.
2.2 LEGAL FORM
Elegant beauty is managed as a sole proprietorship founded as a Kenya corporation with
principal office located in Vihiga, owned in total by its founder, Zadock Wasonga. The
company’s Articles of Incorporation will be filled in 2018. All operations, from the
administration to marketing strategies, take place at the same place.
The company’s proprietor already has substantial retail experience and will apply his work and
educational knowledge to effectively run the business as a sole proprietorship.
2.3 START-UP SUMMARY
This Business Plan seeks to plan the investment $ 52,000 in start-up capital from the owner’s
savings from previous Z.W work and other freelancing work. A portion of this investment will be
used to complete a collection of 12 styles in three sizes (S, M, L) with 5 units per size. This
collection will cost $38,444.50 to complete. Since ZW’s inception in 2011,$ 9,850 has been
spent on the registration of the business, purchase of the online domain name, and registration
of the Elegant trademark. Costs also included the initial development and set up of the
website. Elegant beauty also acquired stationery, promotional items, design tools, and
equipment to enable the development of the company.
2.4 Location
The Elegant beauty collection will be located in Cheptulu Shopping Center, a retail strip center
located in the Kapsabet-Kisumu road, Vihiga. The fashion shop is located in a major traffic area
near kaimosi friend university college and other institution.
The residential community population in the immediate area is comprised of a mixture of
single family and multi-family housing.
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3.0 PRODUCTS AND SERVICES
3.1 Unique features
Elegant fashion beauty unique features is our position as the only provider of the highest quality
personalized clothing at reasonable prices in Vihiga. Eventually, the ability for customers to create their
own designs through the website at no charge is another feature. We also distinguish ourselves as a
socially conscious company that gives back to the community.
Our features provides us with the ideal new product model with which to compete. Elegant beauty
meets all four of the keys to successful new retail clothing products:
✓ High Perceived Value: The product must convincingly offer a high level of value and durability
for the price, and give consumers confidence that their money is well and wisely spent.
✓ Quality and Utility As Well As Fashion: Fashion remains important, but quality comes first in
the minds of many consumers. Products that offer quality, utility, and fashion have a
tremendous competitive advantage over products that offer fashion alone.
✓ High Brand Reputation Above Style: The brand must stand for a company that clearly puts
customer satisfaction and value above all else. If the brand also stands for a firm with great
styling, high social values, such as eco-consciousness, or other ancillary attributes, that is even
better.
✓ Cheap Chic Still Has a Place: If a company wants to win the hearts of fashion conscious,
budget-conscious consumers, it must provide unique styles at affordable prices.
3.2 Special benefits
Elegant beauty will provide a comprehensive set of valued added services that will be specifically
catered to our customers through online shopping. The Company will deploy the latest technologies to
enable interactive browsing to create a personalized shopping/viewing experience.
Also, Users will be able to drag and drop clothes on their personalized mannequin to mix and match
outfits. Buyers will be referred to respective online merchants for purchasing by clicking on selected
products featured in our content and programming.
3.3 Competitive edge
In a market where consumers are barraged by advertising and marketing campaigns delivering an
onslaught of lifestyle and fashion messages, a brand name is a powerful weapon. Brands have become
an increasingly significantly factor in apparel and footwear.
Many consumers have less time to shop and are spending their disposable income more carefully.
Established brand names, with their quality image, make the shopping experience easier and faster for
many consumers. For manufacturers, brands build customer loyalty, which translates into repeat
business and brand notoriety.
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The company’s name, Elegant beauty fashion, is a competitive advantage in itself. The name is not
attached to any particular group of customers and it allows entry into different segments of the
industry. Another competitive advantage is the company’s marketing strategy. Through the use of
celebrities, advertising, promotion, and giveaways, the company will be able to develop its presence in
the market. Although the company will use retailers to sell its line, most of the sales will be done online.
Another factor that will make Elegant clothing so unique is the versatility of each piece. Most of the
clothing can be worn during the day at work and in turn be used again in the evening out on the town.
The clothing is designed with people’s fashion needs in mind, but also on their hectic fast-paced
lifestyles. In addition, several of the pieces from the clothing line are designed to be mixed and matched
offering ‘varieties for your single pay.’ People will be more inclined to purchase several pieces from each
emerging clothing line for the convenience and style behind this concept.
In addition, free shipping is a big competitive advantage for Elegant beauty shop.
3.4 Suppliers
FACTORY
Dududst
The dududst factory limited
Devanga Hostel Main Road
Bangalore-40602
Directline
Factory of directline LTD
#193-197, Chicpet Main Rd
Bangalore,
India 560053
SEWING CONTRACTORS
Zawanshire
Private Label Sewing Contractor
939 S. Broadway #806
Los Angeles, CA 90015
Phone (213) 622-1222
Cell (310) 999-9454
3.5 Future Services
Elegant beauty fashion collection plans to start offering wedding cloths across the world by the
globalization method. Apart from the fashion we will also be supplying school uniforms to all school
including primaries, high school and colleges.
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4.0 MARKET ANALYSIS
4.1 Industry Analysis
Wear fashion changes quickly and is constantly shifting. Inventory will need to turn over in at least four
to six months, if not faster to keep up with trends. Elegant will keep up with trends and be careful about
pricing in order to maintain profitability. The fashion industry is always changing. In order to be a player
in this market, it is important to keep a balanced inventory.
It’s important not to overstock nor to under stock clothing. Success requires an impressive knowledge of
fashion and attention to the numbers. A great attitude and excellent social skills will also help a person
go far in this business.
This growing industry includes established firms that control a large market share. It has room for
people who have captured the zeitgeist by their offerings. Some people trying to make it in fashion fall
short on capital. If a person has good business sense and capital to back them up, then there is
opportunity to go far.
4.2 Market Size
There are 5 colleges and 41 public and private high schools. These schools are educating over 200,000
students in our target demographic. This accounts for 43 schools, more than 50 school teams, and over
100 coaches.
The company’s products and website will appeal to individual of all ages who appreciate high-quality
custom clothing. The customers also have a higher degree of social consciousness and are involved in
community activities. These potential customers value individualism, creativity and they enjoy wearing
clothing reflecting their personal styles. Customized clothing options are important to this demographic,
as revealed from the market research outcome.
4.3 Industry Participants
The main industry participants include the students, local community and the any staff in which they
form the gap of customer.
4.4 Market Need
The Cheptulu market is in need of the new fashion. Being the market consist students and different
individual, there is need for them to have the newest wear hence creating the need to have the Elegant
beauty shop.
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4.5 Market Trends
The fashion clothing market will always have high demand. By 2019 the market for fashion clothing is
expected to reach $1.2 million. This growth is largely driving by increasing disposable incomes and
fashion awareness. In addition, there is a growing demand for stylish and modern clothing. Individual
today are increasingly looking for distinctive styles, patterns and fabrics which Elegant fashion is keenly
aware of. (Global Industry Analysts, 2016). Elegant fashion will offer customers fashions that are on-
trend and up-to-date with the seasons. Elegant fashion on-line business will take advantage of growth in
this section of retailing.
4.6 Market Growth
The company will start online. It will build relationships with clients through social networking and other
online promotions that to get people talking about the company and this will grow our market
globalised.
4.7 SWOT Analysis
The SWOT analysis provides Elegant beauty with an opportunity to examine the internal strengths and
weaknesses the company must address. It also allows to examine the opportunities presented to
Elegant beauty as well as potential threats.
4.7.1 Strengths
• High quality clothing with large attention to detail in the design, the fabrics and the
manufacturing.
• Valuable classic pieces that can be used as a ‘staple’ in anyone’s closet year after year.
• An excellent alternative and happy medium choice for individual that want high-end clothing
choices at an affordable and realistic price.
• Several items from the clothing line are made to be mixed and matched, offering versatility and
purchasing value for consumer.
• Elegant beauty yet classic clothing at an attainable price.
4.7.2 Weaknesses
With the evident growth efforts in making dreams come true in the Kenya fashion industry, numerous
challenges have hindered the startups, industry and Kenya in general. The Kenya fashion industry still
suffers from some challenges/ barriers that prevent a startup from entering the Fashion market, hence,
determine the intensity of competition in the market and industry and determine the attractiveness of a
market. Start-ups need to understand the barriers to entry for their business and market for two key
reasons:
1. Startups might seek to enter a business with high barriers to entry. Doing so would put the start-up at
a significant disadvantage that is difficult to overcome.
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2. Startups that become market leaders must understand how to protect their position by building
barriers to entry.
Thus, barriers to entry into the fashion market in relation to sustainability include:
• lack of proper research and development base; to help designers ensure standardization and
uniqueness of their products to compete better in the global market
• Quality control & insecurity
• Lack of access to good retail culture/ distribution channels; with marketers and merchandisers
involved in the marketing of products.
• Lack of finance/ Capital requirements; these are the financial resources required for
infrastructure, machinery, R&D and advertising. Startups may get around capital requirements
by outsourcing parts of the operation to companies that can leverage existing investments.
• Fashion laws & Government policy; Governments can limit or prevent entry to industries with
various controls (for example, licensing requirements, limits to access to raw materials).
Startups in highly regulated industries will find that incumbents have fine-tuned their business
according to regulation.
• Lack of a sustainable market; locally and capacity to compete at the global level.
• Industry-related education
• Lack of recognition of the clothing line brand
• Challenges of the seasonality of the business
4.7.3 Opportunities
➢ Growing market with a significant percentage of the target market still not knowing we exist
➢ Strategic alliances offering sources for referrals and joint marketing activities to extend Elegant
beauty reach
➢ Promising activity from high levels of online shopping reported in the last three years
➢ Changes in the buying trends for high fashion, therefore generating sales
➢ Increasing sales opportunities beyond a ‘100-mile’ target area by offering sales of the items
from a virtual online store
➢ Creating buzz and attracting consumers by word-of-mouth by offering high end clothing for less
cost than the top market competitors
4.7.4 Threats
➢ The unstable economic climate: even though the industry is still thriving, many people have cut
back on what they spend their money on and budget far more.
➢ The mindset of ‘high-end is always expensive. Elegant beauty will have o work harder to
portray its company image and convince the target market that they can afford Elegant clothing
pieces and designs.
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5.0 Marketing Strategy and Implementation
5.1 Strategy Pyramid
Strategy: Be the Cheptulu area’s premier Home-Style Fashion design in Customer Satisfaction.
Tactics: First create awareness-- our signage on the front of beauty shop will bring customers to us and
once inside, we will immediately acknowledge the customer with the warmest and most sincere
greeting and begin the service process anticipating repeat customers.
Programs: Provide customer after sales services.
5.2 Marketing Strategy
Elegant beauty will focus its marketing efforts through the following key medium:
▪ Exclusive Fashion show venues: the company will attend and exhibit in large pre-collection
fashion shows in addition to annual industry fashion shows (i.e. fashion week). Elegant beauty
will also exhibit the lines at many other fashion trade fairs to introduce the brand and the
designs to potential retail and boutique buyers.
▪ Celebrity representation: Elegant beauty will propose the use of a few key pieces to the likes of
celebrity stylists and handlers to further promote the company’s quality and exclusive image.
▪ Fashion Look book: is an excellent way for designers to connect with potential clients on a
personal level. This allows for the clothing to be presented to the customers on a personal basis
via the internet (which is the most used channel of shopping now). Many do not live in big urban
centers where fashion has larger presence, so this would reach those who are looking for
original high-end designs. This will also keep people in the loop when it comes to the debut of
new lies being presented by Elegant fashion.
▪ Marketing and public relations. The company will hire a professional individual or firm to be in
contact with fashion magazines such as This Day Style, FAB, Complete Fashion, and WOW to
announce the debut of new collections and increase visibility amongst Elegant target market.
▪ Word of mouth. The greatest compliment a business can get is referral from the present
partners. And this, the clothing line is aimed towards quality and exclusive products and there
will naturally be widespread of word about a great product used by someone.
5.3 Positioning Statement
Elegant beauty products will always be trendy. Designer Zawanshire ability and expertise will be the
guiding force. Zawanshire has a bachelor’s degree in fashion design and has worked his way from
assistant designer to fashion house designer and owner. He also has served as a graphic artist, creating
his own print designs. Elegant creates each of his prints from scratch using Adobe Illustrator and
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Photoshop in which he has advanced proficiency. He plans to team with craftsmen in America-- to
produce these textiles.
5.4 Pricing Strategy
Elegant beauty pricing objectives are twofold (cost and value-based). Prior to the company’s mission
statement, pricing must remain reasonable and, competitive. So the company will focus on maximizing
sales through volume pricing and continue to maximize return on sales (ROS). Elegant will use a cost-
value based pricing strategy. The costs of raw materials are discounted when company purchase in bulk,
because vendor tend to discount wholesale/volume purchases.
Elegant pricing techniques include odd pricing and bundling some groups of items to convey value.
Elegant value proposition is to provide the highest-quality clothing/products for the best prices both
online and eventually through a hip storefront. With competitive pricing and free shipping, our value
proposition is clear to the target market.
Quality control is extremely important. Any items that are not perfect are being saved to sell as seconds
for 50% of the individual retail price in the storefront. As an online retailer, it is critical to build customer
trust with quality products and exceed order expectations through excellent customer service. A
“contact us” e-mail are available for customers with questions prior to ordering or for customer service
after receiving the orders.
Elegant beauty shop promises a 100% customer satisfaction guarantee, and the company will take its
merchandise back for any reason. If the order was received, the customer must pay for return shipping,
but will never be charged a restocking fee.
5.5 Promotion and Advertising Strategy
• Location- The fashion shop will be located in a strip center at the busy Kapsabet-Kisumu road. With
easy access. We will have Signage on the West Roads to kakamega as well as signage over our entrance
• Word of Mouth – We already have a database of existing fashion customers and will rely heavily on
this method to attract and grow new business.
• Direct Mail - Bulk mailing either directly to potential customers or by including a postcard in a value-
pack-type mailing.
• Event Marketing -We plan on joining our local chamber of commerce and utilizing their networking
services for our grand opening
5.6 Website
We will stay current with industry trends and have a webpage, Facebook page and Twitter site. Our
services, map, and hours of operation will be easily accessed. In the future we may consider fax or email
orders as well a phone application.
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5.7 Marketing Programs
• Our initial marketing campaign will consist of contacting our databases clients and notifying them of
our grand opening. We will seek the use of a local mailing service program to assist us in the
implementation of the campaign
• Ongoing- we will meticulously keep our database current and use the Constant Contact program
• Offering loyal services to our customers.
5.8 Sales and distribution Strategy
Elegant intends to build a sales team that will be tasked with generating sales leads on a regional and
national basis. They will also be responsible for establishing connections with other retail outlets. A key
factor in the success of Elegant beauty will be by its distribution. The company plans to use the following
retail distribution channels:
I. Departmental stores
II. Apparel specialty stores
III. Internet stores
Catalogs are another important method of shipping. Consumers have lesser time to shop, and for some,
catalog shopping offers a more convenient and pleasant alternative.
The distribution channel that has received the most attention recently is the Internet. Consumers like
the convenience of being able to shop from anywhere and at any time they wish. Manufacturers with
internet sites use them for marketing and awareness purposes. With further technological advances in
hardware, software and data pipelines, shopping for fashions continues to gain popularity.
5.6.1 Sales Forecast
Elegant anticipates first year sales to be $120,000. Its plan is to increase sales by 35 percent in each year
after. An anticipated profit of 25 percent year-over-year for the first five years is expected. Beyond five
years, we hope to continue that trend. As volume and revenue increase, Elegant will be able to expand
further.
5.6.2Sales programs
Elegant intends to keep a database of all our customers to send them posts of fashion trends and
promotions that we will have. A customer incentive program will give a discount of 20% off the next
purchase after a customer spends$3,
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6.0 Organization and management
6.1 Organizational structure
The initial run of operation will be provided by the owner himself. Zadock Wasonga. His experience has
been drawn from the involvement and passion in design and in retail; starting from when he was a
fashion trainee in Kenya for 2 years and later an intern at ‘Waswa patterns’ in Tycoon England for 2016
summer.
There he learnt the ropes of business, including pattern making, and sewing. He will handle outsourcing
manufacturing, accounting, trade show assistance, couriers and sales. The appropriate personnel will be
hired accordingly as the demand for the product and service grows.
Elegant as a sole proprietorship offers the following advantages: a low entry cost; and complete control
over how the business is been run.
6.2 .Management team
The proprietor’s experience as logistics management in sales and marketing helps in management
experience. The CEO currently assume all functions within the business and make all decisions. Fashion
college mentors will be sought after and utilized for advice.
In addition, the company will also be taking advantage of the Abuja Incubators Program, which gives
new companies advice, mentoring, and management training during the startup phase to reduce the risk
of failure.
The company is in the process of forming Elegant Advisory Council, to be composed of 10 to 15 area
high school and college students and recent graduates representing the student target market. The
Advisory Council will meet quarterly. The function of the Advisory Council is to provide product input
and help promote Elegant fashion and our special events through their own social media activities. They
will also help us expand the brand directly into the schools and advise us on appropriate socially
consciousness activities for the company to support.
The company anticipate hiring its next key employee in year two at the latest. He or she will have a
degree in Graphic Design or the equivalent of that in graphic design work experience. This person will
serve as the company’s graphic designer and production assistant. The graphic designer will create our
own unique, designs. The designer will also help expand the business into also offering customer-
created designs through our website. The graphic designer will work closely with the CEO and the
Advisory Council members to determine the best designs to appeal to Elegant target markets. After year
three, the company will hire more production and sales staff as needed.
The company’s philosophy is based on mutual respect, responsibility and excellence. Elegant will have
an environment and structure that encourages productivity and respect for customers and fellow
employees.
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7.0 Financial plan
7.1 Break-even analysis
With a high gross margin, and estimated fixed monthly expenses, the required monthly break-even sales
volume is revealed in the table below. Also, the table also contains important assumptions which the
company will use to ensure its success, and the primary assumption is that the economy will develop
much better than its current state.
BREAK EVEN ANALYSIS
Monthly Revenue Break- even
$801.725
Assumptions: Average percent variable cost 65% Estimated monthly fixed cost $24,000
7.3 Projected Profit and Loss
Elegant beauty shop is in the early stage of development, thus initial projections have only been made
on accounts that are believed to most drive the income statement.
7.4 Projected Cash Flow
The cash flow is expected to be at around $64,000 after the first year. Variables will include customers
who will have credit with the store, accounts receivables, and markdowns.
7.5 Projected Balance Sheet
The current assets are in the form of cash of $ 52,000, accounts receivable at $7,000, inventory at
$4,000. At the time of start-up, $38,440.50 in inventory will occur. Inventory will be rolled out in
phases. Three designs will be rolled out every two w
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8.0 Appendices
Appendix 1. Summary
This is a summary of my own business that I came up with the idea to satisfy the human and individual
wants. I hope to be the leading fashion shop in Kenya and also in the world. Thanks to my lecturer Mr
Donald for giving me the knowledge of being an enterprenuer.
Appendix 2. References
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Secretarial arm of Abraham & Co. Solicitors and advocates. 2016.
Bangs, D. H. 2002. Business Planning Guide : Creating a Winning Plan for Success. Chicago, IL, USA:
Dearborn Trade, A Kaplan Professional Company.
Diamond, E. (2015). Fashion retailing: A multi-channel approach (3rd edition.). New York: Fairchild
Books.
Friend, G., & Zehle, S. 2004. Guide to Business Planning. London, GBR: Profile Books.
Gerson, R. F. 1991. Writing and Implementing a Marketing Plan : A Guide for Small Business Owners.
Boston, MA, USA: Course Technology / Cengage Learning, 1991
Choi, T. (2014). Fashion branding and consumer behaviors: Scientific models. New York: Springer.
