University of North Texas

What Comes Around Goes Around

Pooja Amin, Daniel Sanchez-Roldan, Kelsey Brandon, Kayla Tyzio, Emily Wiley

Creating Consumer Experiences SMHM 3950 Section 002

Spring 2011

Introduction

Our company, What Comes Around Goes Around, would be located in

Denton, Texas in a previously owned building at the heart of the Denton

Square. This is a renewal-based company where we remake already-made

garments, and then resell them to our customers. Our target market is

college-aged, environmentally friendly students. The company would be

primarily based on working towards being green, as well as being

convenient and affordable for our target market. The clothing sold would

essentially be recycled, and not chemically treated.

Mission Statement

The purpose of this company would be to bring something more

inexpensive and creative closer to the customer. Being able to bring in a

previously owned item and turn it into a completely different garment is

well-suited to the shopping-savvy college student today. Since many

students are now beginning to become more ecologically aware, it is

important to offer this opportunity to the budget-concerned consumer.

There are not many businesses out there that offer these types of products

and services all-in-one, and this could be greatly beneficial to this new

type of retail service from the average college-aged consumer.

Products and Services

Since What Comes Around Goes Around is all about recycling and

reusing, products that we offer will be made from reused fabric, which

could come from a variety of different sources such as curtains, tops,

bottoms, dresses, etc. Most of our clothing will be recreated by our

specialized team of seamstresses. Once we find the gently used

clothing, we will deconstruct it and then reconstruct it into a new style.

We want to take old clothing and create a new fashion statement. This

unique service would be offered to the public. If individuals get tired

of their clothes, but don’t want it to go into a landfill or to goodwill,

they can simply bring their garments in and we will reconstruct them

into a garment they would be interested in for a small fee. Considering

the age of our target market, we do our best to keep the cost very

affordable. Compared to the prices of green and organic clothing, our

prices will be much more reasonably priced.

The boutique will offer a location inside the store for donations.

Each time a customer drops off donations they get points on their rewards

card. This rewards card will be used to receive a percentage off of our

services or products in the store. Any donated clothing that will not be

remade into a garment will be used to construct reusable shopping bags.

What Comes Around Goes Around will also host monthly “Clothing

Swap” parties. At these parties, customers will bring there gently used

clothes and for each item they bring they get to take that many home.

While this event is going on we will offer beverages, snacks, and coupons.

Our business is not exactly a resale shop, but closer to a green boutique.

We provide a lot more opportunities to become and stay green.

Target Market

The target market we are going to be focusing on will consist of

primarily green conscious, college-aged students. This target market will

have a need to have a creative outlet in which they can express their

individuality through their clothing. These college aged consumers will

enjoy helping the environment but will also have a side of them that longs

for creative fashion. The age range will be based between ages 18 and 30.

Because our market is college-aged students we offer affordable outlets

which will be located close to the university; this allows for excellent

convenience to shop our products.

Our company is a revolutionary idea that will penetrate the fashion

scene on an eco-friendly and creative level. Because our company is using

recycled clothing and bags we will be able to keep our prices at a

minimum while maximizing the profits. College aged students generally

have a limited income which does not always allow for them to express

themselves in the fashionable way they would like. We offer an excellent

way for them to express themselves without being placed in a financial

bind.

Consumer Experience Provided

What Comes Around Goes Around will offer both utilitarian and hedonic

consumer experiences. College students can not readily afford new clothes on

a regular basis, and tend to live off of whatever they have. Our boutique offers

to revamp their old clothing, which can even serve as simply fixing or

transforming a garment that was not necessarily wearable anymore. This

serves as the utilitarian consumer experience.

The hedonic consumer experience will be provided through the remaking

of old clothes that are still wearable but not in style anymore, and making

them into what the consumer is looking for. This will provide the consumers

with stylish clothing that had been transformed from their old clothing, giving

them the outlet to express their individuality without putting them under

financially.

Both the utilitarian and hedonic experiences will be provided through the

interior and exterior aesthetics. Since the boutique will be located in the

square, it is going to be located in a refurbished building surrounded by the

Old Opera House and the Town Hall, providing a vintage aesthetic, while also

being surrounded by the likes of the other trendy boutiques in the area. Simply

being located in a refurbished building fits in with our boutique’s image of

remaking the old. The interior aesthetics include trendy lighting and

decorating, along with music provided by local bands and singers. The store

will be using refurbished furniture and have the clothes hung creatively

throughout the store in order to provide a rejuvenating experience. There will

be specific areas in the boutique for donating items and for working with

consumers to redesign their old clothes. Through these aesthetics, the

consumer will receive both hedonic and utilitarian experiences.

The quality of our goods and services will be to the utmost importance to us

and to the associates of the boutique. We will have experienced seamstresses

to remake the clothing in a way that will last the consumers a very long time,

as well as associates that will do their best to ensure the customer is happy

with their experience. What Comes Around Goes Around will be a service

that will be unique to any other clothing store and will provide products of

unmistakable quality.

Bibliography

Kim, Y.-K., Sullivan, P., & Cardona Forney, J. (2007). Experiential Retailing: Concepts

and Strategies That Sell. New York: Fairchild Publications, Inc.