Business plan and strategy for a series of franchise clothing apparel concepts developed through one brand entity: Fashion House Group. All it needs is the right investor.

1. 7/09/2012
Fashion House Group LLC
Hershey,Pa 17036
Phone: 717.329.1374 |
Fax:888.376.1817

2. 07/09/2012 Samples of presentation of storefront previously done
Recognizing Your Vision and
giving its own visibility
OUR FOCUS IS ON CLIENTS AND CUSTOMER WHICH WOULD DELIVER YOUR MESSAGE AND
REACH YOUR CUSTOMER. IN MANAGING YOUR BRAND THERE ARE SEVERAL TRADITIONAL AND
NON TRADITIONAL COMPONENTS THAT WOULD BE HELPFUL IN BETTER OBTAINING YOUR GOALS.
THE PRIMARY CUSTOMER IS #1
The primary customer is a professional man/woman with a household income over $60K. Her main characteristics
are listed below:
Demographics
• Professional man/woman (ages 25-55)
• Household income over $60,000
• College-educated
• Lives or has lived in a higher-income metropolitan area or supporting neighborhoods (NY SOHO, DC,
LA, MIAMI, CHICAGO, etc)
Psychographics
• Looks for fashion and willing to spend money on quality, core items
• Would like more of direct relationship with company in understanding what the brand represents
• He/She wants to look his/her best because he/she wants to feel good about himself/herself as well as
make a good impression
Leisure Activities
• Listens to Sirius or XM Satellite radio
• Supports the Arts and Entertainment
• Reads Vogue, GQ, Esquire New Yorker, Bon Apetit, Lucky
• Watches Bravo, BBC, HBO, A&E, E!, Fox Network, Food Network, Oxygen etc.
• Internet savvy
Building Your Brand
Identity
IS OUR MOTTO AND
MANIFESTO THAT WE
SUBSCRIBE BY OUR
CLIENTS AND ANY
CUSTOMER INTERESTED
IN THOROUGH
FASHION ADVICE AND
STYLE ASSESSMENTS

3. SHOPPING METHODOLGY
Clothes Shopping Behaviors
• Spends over $3,500 for clothes each year
• Shops at Nordstroms, and Banana Republic
• Wears a size 6 – 16w, 34-40m,
• Buys mostly tops and pants
• Looks for classic, basic items each season, with 2-
4 trendy items
• He/She cares about how he/she presents herself,
enjoys fashion, and looks for quality over quantity
Current Trends
• People are shopping online for convenience &
value; growth of sales on the Internet
• Continued decline of the mom-and-pop store
• Overbuilding by specialty stores and other chains
• Repositioning of full-price/multi-line department
stores
• Supremacy of the discount store chains
• Category-killer superstores
• Continuous changes in demographics, tastes and
fashions
• Dwindling appeal of the major mall

4. Our Proposal and Rollout Plan
How we will execute and what definitions we
prefer?
Present our organization which is a Retail Business
incubator (retail pos, sales training, visual
merchandising, web design, media management,
construction, architect, etc.) as the team to ensure
the integrity of our brand and growth planning.
Primarily, Fashion House Group LLC would act as
our own project manager in terms ensuring the
vision on the brand is sought throughout the
US. We would establish a “Store Standards
Manual” that would be created by the stores that
we create in a controlled Territory (PA) which
would help in qualifying stores of all scales.
The philosophy is based off the same allotted space
meaning even if you qualify a bigger location than
our design, the same 2,000-4,500 square foot look
would be maintained. All inquiries on carrying
merchandise would go thru and interview and
qualification process that we administer, validate
and evaluate directly. We would provide all the
services listed above after being an approved an
authorized retailer to one of your stores which
will determine interest in the brand and the
sincerity to follow with the same vision as the
company. This would help in establishing strong
distribution channels and a solid network of
licensed stores which will deliver the same message
and not dilute the brand. This would also keep the
company focused on distributing their goods and
minimizing the need for multiple flagship stores
except for your major markets (NY, LA, Miami,
Chicago) or other tiered markets that we decide
that the company needs to be in. In short, we
become the retail arm for our distribution center
and help you increase the volume of our
distribution per season based on our goals and
standards
The following terms would define a proposed relationship
and is subject to change but at the time we decide to
execute said agreement would be the terms we prefer to
move forward with your company.
EXECUTION OF LETTER OF INTENT
Project Management; In order to implement a store
standards strategy we would assign a project Manager who
would oversee the process of validating all the stores in US
as well as setup a flagship store with 3 other demo stores in
the controlled territory which we would own and operate
with support from an initial advisory group. The following
items would need to be tentatively agreed upon in order to
move forward:
1. In territory controlled stores, (30-60day) terms for
merchandise that would allow us to open up
quickly and effectively. We would develop a 60day
replenishment cycle in order to keep fulfillment in
stores year round. Estimated inventory level would
range between 50-75k initially. Financial
Commitment per store would not exceed 100k
which is all guaranteed.
2. Project Manager would be divided into 2 regions (
East/West) and would be there to validate stores
and help setup distribution between center and
retailers. The project manager would implement
other areas of teams when requested by ownership
3. Operate a satellite office close to territory store
which would act as brand management office
4. Setup our location and implement a brand
management strategy
All terms and conditions are subject to change or
agreement by both parties and we look forward towards
dialogue with you on this matter. Thank You
“Type your callout text
here.”

5. Our Company headquarters will be based in Harrisburg, Pennsylvania but largely created with a global
readiness in terms of growth and expansion. Our core values are as follows: Corporate Responsibility,
Community Commitment and Superior Customer Service. Our core employees and management represent a
bevy of experience in retail, fashion and visual merchandising. We have our in house training program for
sales associates and our own visual merchandising team which delivers the highest standards of design as
seen below:
Fashion house
(Clothing & Fashion) an establishment in which fashionable clothes are designed, made, and sold
The make or form of anything; the style, shape, appearance, or mode of structure; pattern,
model; as, the fashion of the ark, of a coat, of a house, of an altar, etc.; workmanship;
execution. The prevailing mode or style, especially of dress; custom or conventional usage in
respect of dress, behavior, etiquette, etc.

6. The current concept, Fashion House, is our woman’s one stop shop which carries the following motto: “We
cater to all women”. We are in search of locations which would fit our template and allow us to expand our
brand and presence in the industry. This is an overview of the concept:
Overview
Fashion House is an upscale women's clothing boutique concept that would open in holiday of this year. The House of
Fashion (listed on next page) which encompasses 15 other distinct concepts which focus on several different buying
demographics defines the boutique and its essence of inclusion. Fashion House clothing selections and exclusive personal
style services, which include a detailed Style Assessment, will ensure that our customers are well dressed. Fashion House
will be a majority woman-owned business currently organized as a Limited Liability Corporation.
Clothing for stylish women
Fashion House will carry Ready-to-Wear (RTW) designer and casual/contemporary apparel & accessories for
women, and will be the exclusive boutique U.S. home of the Spanish line, Mango. In addition to the fabulous
Mango line, Fashion House will feature other choice selections by American and European designers such as Love
from Australia, BCBG, Jessica Simpson, Stella McCartney, House of Dereon and handpicked local and regional
designers. The Fashion House customer is a busy professional woman who lives in or around the city with a
household income over $60K. She enjoys the boutique fashions and wants a place where she can go to get
services that meet her busy lifestyle.
Unique & innovative
Fashion House will provide services such as Style Assessments, alterations, personal shopping, and special
ordering to customers during store hours and by personal appointments. Style Concierges who are trained within
the image industry will be available to customers on a daily basis. Fashion House innovative Style Assessments
and educational emphasis in helping women develop their personal styles will enhance our reputation as a truly
unique boutique.
Getting the word out
Fashion House will generate awareness and sales by utilizing PR tactics and the referral networks of personal stylists.
Additionally Fashion House will meet our customers where they are, focusing on how women approach shopping by
obtaining mentions and review in the top fashion publications, travel guides and local papers.
Management
With over 40 years of combined experience in marketing and retail, the owner and team have gathered the expertise to
complement and grow the business. Our advisory team holds expertise in retail accounting, retail merchandising, legal
contracts, fashion and design. A detailed project plan has been created and all tasks are on schedule. Buying for the
Fall/Winter season has been completed in April, and store design and marketing elements are currently being finalized
Global concept
Fashion House is a global concept which will be integrated in other areas regionally and locally but it is best to first utilize
in an area like the proposed location in Harrisburg because of licensing of merchandise and the comfort of developing in an
area rich in tourism and strong in their economic growth. Recently named the 3rd
best family destination in all of the US,
Harrisburg/Hershey also has 2 of the top 5 largest employers (Hershey Chocolate and Penn State Milton Hershey Medical)
within a 10 mile radius of the proposed location.

7. Concepts
The core initial concept is a Fashion House which focuses on the “Evolution of building your fashion identity”. The
main areas of the layout would be the Designer Lab, Denim Lab, and Shoe Salon which would be custom designed by the
visual merchandiser. Fashion House will also partner with the shop, Synergy Salon Group, which will provide a
complete hair salon and style experience for customers. The preference would be to have a location that either both
concepts can be in or they can be in relative proximity to because of marketing purposes. The remaining concepts are as
follows and are based upon a location strategy which is designed to align the right concepts with the right demographics.
Jeanetics (Genetics of denim) – designed for men ages 25-45 casual wear for business and pleasure
Chic Couture – designed for females 18-25 and 25-54 focusing on dresses for all occasions
Revoloution 76 – Men’s and boys’ forever 21
Viva la Femme – all ages female trendy nightlife. A more hip BlackHouse Whitemarket
Enjeaneer (Engineer) – Men’s Contemporary & Classic designers
IMA Jean (Imagine) – Coed Contemporary and trend store for men’s, women, boys and girls
Femme Fatale – High end fashion & Exclusive hard find merchandise.
Jeaneology – Male version of Femme Fatale
LA Femme – Classic Couture for women of classic sizes (comparable Dash)
Intelijeants (Intelligence) – Male version of LA Femme
Lady Jean – Curvaceous (Plus) Lady Couture
Jeanometry (Symmetry of Denim) – Men’s big & tall fashion
Artkeyology (Archeology) Young Men’s & Young Women’s 17-25(comparable Hollister)
Once fashion house stores are setup than the rollout of brother and sister stores will be utilized with the purpose of
attracting larger companies or investors to buy out the original owners of Fashion House Group LLC for which we
are currently working with now. This after fully developed is expected to occur within 5 years

8. Fashion House
Group LLC
IN Jeanious Visual Jeanious Ingenious Buyers
Merchandiser Store Concepts and Wholesalers
Franchise Locations Corporate Locations Partner locations
Initial & Futures
The chart above represents our business strategy in how to rollout our stores and how the
business will be setup. Our business will be handled by Fashion House Group LLC. All
future franchise locations will be serviced by our affiliate company, IN jeanious Visual
Merchandisers, which will handle all visual displays for the corporation. All store
concepts will by designed by Jeanious Store Concepts from our initial location to our
future corporate locations. Franchise locations will employ various designers based upon
location. All partner locations (companies that select any of our services) will have
merchandised purchased by Ingenious Buyers and Wholesalers. The goal of creating
these affiliates is so when the parent corporation is sold, the original owners will
maintain a day to day involvement and additional income stream from these affiliates.
This strategy will secure at least 10X the original investment in net worth to setup the
company and operate it for 3 years. Our map to success will be broken down into 4
regions: Northeast, South, Midwest, & West. The Northeast is where we will initiate
business in terms of growing the corporation and maintaining corporate stores.

9. Here is a sample of the logo direction: