University of Wollongong: MGNT943 Business Plan for Plus Size Store

This report presents a comprehensive business plan for 'The Plus Size Store,' a hypothetical online retail venture specializing in plus-size fashion. The report begins with an introduction to the plus-size market, its segments, and the organization's goals, which include providing affordable, high-street-inspired clothing to a target demographic of women aged 20-49. The core of the analysis focuses on the company's marketing strategies, emphasizing digital platforms and e-commerce. The report details the challenges faced by the business, including increasing competition and inventory management issues. A financial summary highlights the need for a balanced structure and ROI. Social factors, such as changing customer preferences and the breaking of stereotypes, are also discussed. The report details the legal structure of the business, the hierarchical functional structure, and provides recommendations based on the market analysis. In conclusion, the report recommends implementing the business plan, highlighting the potential for profit and growth within the fashion retail sector, particularly through online platforms.

Running head: THE PLUS SIZE STORE
THE PLUS SIZE STORE
Name of the Student
Name of the University
Author note

1THE PLUS SIZE STORE
Executive summary
Fashion is one thing that everyone follows and follows the trend that is going on in the
market. About average women in the world are greater than the normal size or are plus size.
This report is about a business plan that is breaking all the stereotypes about curvy women
cannot wear clothes that are bold and elegant at the same time. This report help in analyzing
the type and all aspects that are to be considered while starting any business.

2THE PLUS SIZE STORE
Table of Contents
INTRODUCTION......................................................................................................................3
HOW ‘THE PLUS SIZE STORE’ SELL THEIR PRODUCT?................................................4
CHALLENGES FACED BY ‘THE PLUS SIZE STORE’........................................................4
FINANCIAL SUMMARY.........................................................................................................5
SOCIAL FACTORS FOR CONSIDERATION:.......................................................................5
LEGAL STRUCTURE..............................................................................................................6
RECOMMENDATIONS...........................................................................................................7
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................9

3THE PLUS SIZE STORE
INTRODUCTION
The average women across the world have a body shape of plus-size. Plus size
clothing refers to the clothes for people who specifically have a body type that is larger than
the usual or average body size. It is observed that the application of these sizes and terms
varies from country to country and according to the type of industry where the person is
involved. When fashion industry is considered plus size refers to the size of 18 and above.
However, it depends on country as at times it is seen that 26W is also included in the plus
size. The market of plus size in Australia is in a growth since 1994 and it is creating an
interest among the competitors of the market to produce more plus sized clothes (Haswell and
Vazquez 2010).
It is very important that the organization changes its point of view about the same and
make a paradigm shift towards a more functional area of operation.
In this report, the point of discussion will be a brief introduction about plus-size
clothing, its size, segments and substitutes in the market, challenges faced by the firm, social
and legal factors affecting the firm and at last the recommendations about the opportunity and
alternatives in the market.
The organization chosen here is a hypothetical one which is ‘THE PLUS SIZE
STORE’. The goal of this organization is to provide customers an affordable range of variety
products that are inspired by high street fashion.
The segment that this organization focuses is the upper and rich class of the society
and the target audience of this brand is the women of our society. In the beginning, it is very
important for the organization to stand out from the competitors in the market and understand
the necessity for a brand fashion in the market. The target market that the organization

4THE PLUS SIZE STORE
focuses on are the individuals who are between the age group of 20-49 years of age wanting
to look stylish and elegant at the same time.
There have been many organization in the same business field who are acting like a
substitute or are the competitors for ‘THE PLUS SIZE STORE’ making it difficult for the
company to cope up as it is becoming a trending issue and the evolution of plus size fashion.
HOW ‘THE PLUS SIZE STORE’ SELL THEIR PRODUCT?
The products for ‘THE PLUS SZE STORE’ will be sold online through internet or e-
commerce which can be accessed through mobiles, laptops and even through tablets. This
will help to get a wide range of audience for their marketing. It is important to have a brief
analysis of the marketing and promotional mix and the strategies that the organization is
going to adopt as it helps in getting a vibe of the environment of the industry and the
loopholes may be took into account and can be looked at to have a better performance of the
organization.
The fabric used by the store is based on the heat reflectivity. This fabric used helps in
maintaining a normal and consistent body temperature throughout the day; which also means
that it will also help in regulating the temperature of the body if one is wearing this. The
individual will feel a composed temperature throughout wearing this product. Besides there is
a feeling of comfortableness and one can feel relaxed after wearing the clothes from THE
PLUS SIZE STORE.
‘THE PLUS SZE STORE’ must be competitive as it helps in enabling and identifying
the features that are unique and are most appealing to the customers and bring out that urge of
buying the products and must focus on the segments properly to understand the need of the
customers and customize their products according to the needs of the customers which would
result in better stability in the market.

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The promotional strategy used by the store basically focuses on the digital platform
connecting peoples from around the world and this platform also helps in generating revenues
that are better for the organization and it has a better conversion rate than any other platform.
It also creates digital marketing strategies that are successful and help in gaining an
advantage over the competitors in the market. It is very important to attract more and more
traffic to the stores in this case virtually as it will act as a better and wide platform for the
customers to get their desired products at their affordable prices. Hence, the promotional
strategy used here by this firm is digital marketing as there is a huge scope of digital market
and it is growing at every pace of time.
CHALLENGES FACED BY ‘THE PLUS SIZE STORE’
The competition is increasing day by day and it has become a major problem to have
and arrange the inventory for the business. Besides, there is a problem of warehouse
management due to lack of space. Though it is very important to have a stock that is in
control of the organization but still a problem is being faced by the organization to cope up
with the same.
It has become important to have an online strategy for retail as it would help in
understanding the type and trend in the market and will help in selling the products through
multi-channels. Consequently, it is important to have an effective and an active management
for the company’s website. This has become an issue for the organization as there is a chance
of unlocking the potential of the stores that are selling their products online.
The store is patentable as it has an innovative structure of serving people which is also a
niche market but the availability of the product is to a wide range of people.

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FINANCIAL SUMMARY
It is very important for a young brand like ‘THE PLUS SIZE STORE’ to find a place
in the field of fashion market and stand still even if there are shortcomings in the industry.
There must be areas that can be improved and a stable and balanced financial structure can be
maintained. It should have ROI (Return of Investment) that is helping the organization to be
in profits and maintain it in its lifespan. This helps in attracting more customers and more
profits is induced because of this and this will also lead to an experience that is better for the
customers and the organization too.
The product delivered by the store is based on the high street product range and
mainly focuses on women of the society and values a range of $200-$1900 with all available
discounts and offers ad plenty of varieties to attract and cater the needs of the women.
The source of funding available for the online stores depends on the traditional business loan
and this kind s useful for a business like this which needs an investment that is one-time dose
of cash for the business to start.
SOCIAL FACTORS FOR CONSIDERATION:
Changes are to be adapted for a business to be successful in the years coming as the
taste and preference of the customers changes with the change in time. Therefore, if an
organization doesn’t adapt or accommodate these changes it will never be a successful
business. It is very important to look at the social aspect and maintain the sustainability of the
environment or the community and everything must be done according to the needs and
wants of the customers. This factor is very important for the growth of the firm n long-run.
This business can be helpful socially as well as it is a way of breaking all the
stereotypes that only women who are slim can wear and carry clothes that are bold and

7THE PLUS SIZE STORE
elegant. This business will also help in changing the minds of the people about the same. The
expectations of the community will also be met through this.
There have been many changes in our society and this effect the buying behavior of the
customers based on the culture and values they have (Muruganantham and Bhakat 2013). The
fashion industry have made products that are affordable for the high-end customers and
manufacture good quality products by the help of new technologies and techniques.
LEGAL STRUCTURE
The legal structure used by ’THE PLUS SIZE STORE’ is the limited liability
company. This structure is simple and is more flexible than any other types. This structure
helps the organization to share profits with the employees and also there is a flexibility in the
taxation system of companies with this structure.
The governance structure best suited for the company taken here would be
hierarchical functional structure that would focus on the two features that are included in this
is hierarchy and function-based structure (Le Meunier-FitzHugh and Piercy 2008). The
hierarchy is responsible for features that follow a top-down approach of command and this is
help in having a stable authority throughout the structure of the company. This structure will
help the organization to define roles and responsibilities for the organization that would help
in understanding the culture, system of reporting and the functional structure of the
organization.
It is important to have a defined communication structure in an organization that
would help in establishing a clear picture of the authority within the company. It is also
important to have an organization that is free of pressure and the employees are provided
better work conditions that would help in improving the quality of performance.

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RECOMMENDATIONS
When one is planning to start a new business it is very important to see and observe
all the aspects of opportunities and threats related to that industry and then analyze and take
corrective measures to implement and execute the things and decisions in a better way.
The most important thing in fashion retail is the selling of the products that are
manufactured and designed hence the political and economic factors are to be kept in mind in
order to understand the situation in a better way and a better scenario along with a good
customer experience is presented to the customers (Nordås 2004).
The accessibility of raw materials and the import and export of the goods is also
important for any business. Thus, a better structure of organization must be executed.
Hence, if this plan is implemented it will help in getting in touch with a wider
segment of customers as most of the people and the target audience includes most of the
population that is of plus size. Therefore, this business plan is recommended to implement as
it will result in a profit making industry.
CONCLUSION
Therefore, from the above discussion it can be concluded that there is a lot of scope in
the field of fashion retail and it becomes more when the channel chosen for distributing and
making promotion is an online platform that is the digital marketing field. It becomes
extremely important that there is complete knowledge about the competitors in the same field
that would help in taking a better precaution and accordingly make strategies that are
competitive enough for the organization to stay and sustain the market. The major thing
required in this plan is the capitalization of the opportunities that are existing and find ways
to mitigate the threats observed. All the aspects must be properly considered, analyzed and
then implemented.

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REFERENCES
Haswell, N.S. and Vazquez, D., 2010. Analysis and Conceptualisation of Plus Size Fashion
Online Shopping Motivations (Doctoral dissertation, University of Manchester).
Le Meunier-FitzHugh, K. and Piercy, N.F., 2008. The importance of organisational structure
for collaboration between sales and marketing. Journal of General Management, 34(1),
pp.19-36.
Muruganantham, G. and Bhakat, R.S., 2013. A review of impulse buying behavior.
International Journal of Marketing Studies, 5(3), p.149.
Nordås, H.K., 2004. The global textile and clothing industry post the agreement on textiles
and clothing (No. 5). WTO discussion paper.