Mission Statement:
Luna June’s mission is to bring luxury lingerie products to their customers in a unique, friendly, and relaxing environment.
Shopping for lingerie can be frustrating, but Luna June strives to make every woman’s hunt for the perfect lingerie an enjoyable experience.
Luna is Portuguese for moon, and our name was created because we want to evoke the sensual, free feelings of a young summer night; no matter what the season, Luna June has the lingerie to make you feel sexy and light in your spirit.
What We Sell:
Luna June is a boutique that specializes in lingerie that is high quality. We strive to bring our customers unique products. Our aesthetic is what set’s us apart from the rest, in that we are both light but dark, edgy but pretty, and sweet but sexy. We want to sell to our customers lingerie that fits our customer; or lingerie that fits the personality of the person they want to be that day. In addition to lingerie, we sell soaps, candles, and lotions; anything to awaken the sensual side in all of us!
Luna June is a boutique that specializes in lingerie that is high quality. We strive to bring our customers unique products. Our aesthetic is what set’s us apart from the rest, in that we are both light but dark, edgy but pretty, and sweet but sexy. We want to sell to our customers lingerie that fits our customer; or lingerie that fits the personality of the person they want to be that day. In addition to lingerie, we sell soaps, candles, and lotions; anything to awaken the sensual side in all of us!
Who We Sell To:
Luna June sells to a variety of customers, but specifically caters to women. The women we sell to are between the ages of 20-45, and have an income of $20,000 or higher. Our pieces are unique, quality lingerie pieces, and our customer is looking for something special that they are willing to spend a little extra money on. Our customer is most likely creative, free-spirited, single or married, college educated, employed, self-motivated, unique, sweet, edgy, and a free thinker.
Demographics:
CUSTOMER DEMOGRAPHIC:
Age: 20-45 (30s, primarily) | Female | 50k+ Income | Employed
GENERAL INTERESTS:
Fashion | Art | Music | Style | History | Books | Shopping | Travel
Luna June’s customer has an interest in fashion, art, travel, and knowledge. She is intelligent, and enjoys learning new things and thinking for herself. She is independent, and knows what she likes. She has many different interests, and cares about the way she looks. Her motto is, when you look good, you feel good. She dresses for herself, because she knows herself.
OCCUPATION:
Luna June’s customer occupations vary, from college level girls looking for
something special to wear, be it for their boyfriends or for their own self confidence, to women working in positions of power, to house wives looking for something to wear for their husbands. It’s not so much the job that matters, as it is the independence. No matter what our customer does, we guarantee she does it because she wants to. Our customer is the kind of woman who gets the job she wants.
LOCATION:
Metropolitan areas are ideal, as we are located in Portland, OR. Our customer
lives and/or works in the city, and enjoys exploring and shopping within it. Our customer values local boutiques and supports them when she can; provided they have product that she enjoys, too. Our customer is likely single, living with a significant other or spouse, in an apartment or small home.
THEIR REQUIREMENTS:
Before our customers purchase anything from us, they are looking for something specific. Our customers value the experience of shopping. Sure, they could get a nice lingerie set from Victoria’s Secret at the mall, but it won’t be the unique shopping experience that they are looking for. They value Luna June’s intimate atmosphere and the uniqueness of our product. That is why they come to Luna June.
CUSTOMER LIMITATIONS:
Things that may limit our customer’s purchases are income, status, and
relationship status. Many women think they need to wear lingerie for a man, which is not true. Many women, especially our customers, disagree wholeheartedly! Income hinders our customer, because though our products are not outrageously priced, they are of a higher quality and thus a higher price point. However, our products are the ones that will last a long time. When you see something you love in our store, you have to have it.
Customer Profile One
Claire: The Minimalist
Customer Profile Two
Arden: The Rebel
Customer Profile Three
Mia: The Girly-Girl
Store Location: NW 23rd, Portland OR
NW 23rd is home to eclectic boutiques, home furnishing retailers, a variety of restaurants, and many retail choices. Smart planning and strong associations have helped shape the NW District in to one of the premier neighborhood retail destinations. The neighborhood features historic homes, adding character and a unique vibe to the area. Luna June would be a perfect fit in this neighborhood because they offer a unique place to buy quality goods. Luna June’s customer demographic matches that of NW 23rd to a T. Luna June was made for NW 23rd.
Luna June assortment rough draft, and final assortment plan
Luna June pricing plan, buying plan, and brand assortment
