What's the CATHO shop ?

The CATHO shop

Since I didn't attend three classes because of a health problem, you had asked me to do my work alone for the last session. So I created a clothing company with the effigy of the Catholic University of Lille because I find that our university lacks this. I chose this business subject because I think it is important for the students of the university to feel that they belong to a community.

What's the CATHO shop ?

A clothing shop with the effigy of the catholic institution of lille, intended for students. It's the invention of a business allowing students to feel in cohesion with their schools and classmates. My products include t-shirts, hooded and unhooded sweatshirts and windbreakers. they are unisex, and in various colours.

The values of  the CATHO brand are the novelty, the spirit of uniqueness and conviviality, innovation and humanity

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The aim of this brand is to change the mentality of the students in a spirit of unity and conviviality :

- To give university students a sense of belonging

- The university would no longer be seen as a mere university, but as a landmark, a base for students. A place where one can meet people, adopt a way of thinking, participate in associations, get help and find support.

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How are we going to get the clothes ?

-Thanks to Teeasy which is a wholesaler of different types of virgin or personalized clothing for companies, clubs, associations... In addition, it is a French supplier (from the Haute-Garonne) which allows us to give an advantage to the French trade.

-Delivery is free above 149 euros excluding tax and is fast (between 24 and 48 hours).

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Microeconomic and macroeconomic study :

From a macroeconomic point of view, if we study the textile and clothing market, we notice that : in 2018, household consumption will increase, especially that of young people. Moreover, consumption habits have changed, with young consumers moving towards limited collections. It would therefore be interesting to launch new clothing prototypes every three to six months (perhaps carry out surveys to find out what types of clothing interest young people and therefore know their desires).

Now, let's take a look at the clientele of the CATHO shop :

Typical clientele : students of the Catholic University of Lille all faculties combined, students, who number 8,000 and are between 17-26 years old.

The students of the university buy clothes quite frequently.

In Lille, according to a survey conducted by Le Figaro, students spend an average of €52 on clothing per month, which amounts to €520 per school year (10 months). Finally, purchasing power is quite high compared to the average.

End of diaporama 4 : simulated survey that shows what types of clothing customers are interested in.

Legend : [pic 1]

Let's look at the competition from the catholic shop:

- The other units within the Catholic University offering products similar to ours and they target only 1 of the 5 faculties.

- Competition is very weak and not very developed.

Simulation of competitor’s turnover

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SWOT analysis :

Thanks to macro- and microeconomic analysis, we can set up the swot analysis and the marketing strategies :

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The marketing strategies :

A permanent supply of stoks according to demand :

• A manufacture that is low-cost to make a mass distribution
• Permanent stock management
• A moderation of the shipping costs, no purchase is made
• online
• Simplified and controlled logistics
• In-house product creation is introduced to reduce costs.
• The rent is moderate and fixed
• An organization is set up on the sales flows. We take into account the periods of the year that are more or less favourable to sales.

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A product that is in line with the current fashion trend :

• A team that is attuned to market trends through the appearance of our products
• A team in permanent watch with new supplier (organic cotton...)
• Welcome bag" packaging is a sign of affection for our customers.
• Our company follows a selective distribution strategy in order to have a contact with our customers.
• Each year we create a detail that stimulates consumers to buy the model in order to perpetuate the business model to guarantee a growing turnover (the cut, the colour, the logo).
• The digital offer is made by Facebook and Instagram.

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CHANNELS OF DISTRIBUTION :

The digital offer is made by Facebook and Instagram, we are going to create an online store because, today, the e-commerce explodes its turnover.

Customers will also be able to find the products on the university's website.

...