Mavella Boutique, LLC was founded in February of 2023 to offer luxury clothing items at a more affordable cost. Over the last 10 months, Mavella Boutique has produced over a dozen prints in the highly sought after Bamboo Viscose material blend. Since opening, there has been over $30,000 in total sales & over 750 orders have been shipped to new and returning customers. Mavella Boutique has always been transparent with the process of growth, and we have always taken our customers’ feedback and personal experience to heart to make our products better as we continue to grow. Quality is a top priority – affordability is a close second.
Business Overview
Mavella Boutique started with 3 options for purchasing. The standard in the industry is footed zip rompers, two-piece pajama sets, and adult joggers. Our best-selling items are the footed zip rompers as most of our customer base is parents/aunts/grandparents of young children. Since beginning we noticed an overwhelming amount of other small brands starting up with the same products and the only thing that set us apart was our customer service and our prints. For 2024, we have begun the process of creating entirely new clothing designs to fill the gap in the industry for “daywear”. Primarily, bamboo is seen as a luxury pajama – as we continue to expand, we will offer new items such as rompers, t shirts, pants, shorts, and other items.
Current Target Market Analysis
1. Age Group:
- Our primary target market includes parents/caregivers of children in the age range of 0-12 years.
2. Demographics:
- a. Gender: Primarily gender neutral – with the occasionally gender specific items.
- b. Income Level: Middle Class
- c. Geographic Location: Unspecific/Countrywide
3. Lifestyle and Values:
- Our target customers value sustainability, quality, luxury feel in children’s clothing and prioritize supporting smaller brands with a more personable and hands on approach.
4. Preferences and Trends:
- Our products align with current trends in the bamboo industry within the children’s clothing and luxury bamboo viscose market. We adjust our approach based off of customer feedback and ability.
5. Buying Behavior:
- a. Our customers typically prefer shopping online.
- b. Factors influencing their purchasing decisions include pricing, brand image, and the design of the items.
6. Occasions and Use Cases:
- Our clothing items are designed for longer wear (they last up to 3x as long as traditional cotton blends. Bamboo Viscose has a high resell value which encourages purchases in the long run. Our items are great for aiding in skin sensitivities such as eczema and psoriasis.
7. Parental Preferences:
- For our parent customers, key priorities include comfort, durability, and wear time.
8. Competitor Analysis:
- We differentiate ourselves by offering lower pricing structures and a hands-on approach with our customer base. We engage with our customers daily in order to increase brand awareness and identify what each customer is looking for from Mavella Boutique.
- Our competitors are larger already established companies with extremely high prices, no personability, and no discounts. They don’t offer the same experience as we do and our customers frequently mention that they only shop from Mavella and other small brands now because the larger companies are unlikely to care for a lasting relationship – like Mavella is.
Financial Overview (last 10 months)
Total Sales: $30,477.81
Total Orders: 758
Returning Customer Rate: 23.98% (Standard is 20-30% for a good conversion rate)
New Customer Rate: 390 over 10 months.
Total Losses (Returns): $834.61
Top Selling Items: Sweaters, Two Piece Sets, Adult Joggers, Zippies
Least Sold Items: Twirl Dresses, Peplum Shirt
Market Analysis
According to Allied Market Research – a reputable market research company – the Bamboo Clothing Industry is expected to reach $3 Billion by 2032, “growing at a CAGR of 9.1% from 2023 – 2032.” Read more information here.
Relevance to Mavella Boutique: With the growth of the industry as a whole, and our current projected growth rate, we anticipate that as we continue to offer consistently great products and services that our brand will follow suit in the growth.
Competitive Advantages
1. Sustainable and Eco-Friendly Products:
- Bamboo Viscose is made from organic bamboo products and the natural stretch with the added spandex allows for 3x longer wear than traditional cotton blends. The bamboo fiber is soft and stretchy which allows for the items to grow with children so there is less waste in the long run. Bamboo is a naturally occurring “grass like” plant that regenerates at a rapid rate making it sustainable.
2. High-Quality and Luxurious Materials:
- Bamboo viscose stands as a testament to unparalleled quality and luxury in the realm of textile innovation. Renowned for its exceptionally soft and silky feel, bamboo viscose fabric offers a luxurious touch that rivals traditional luxury materials. The inherent properties of bamboo fibers, including their natural sheen and smooth texture, elevate the tactile experience of clothing crafted from this material. Beyond its sumptuous feel, bamboo viscose also boasts excellent moisture-wicking capabilities and breathability, ensuring a comfortable and indulgent wearing experience. Mavella Boutique, committed to providing the utmost in quality, harnesses the unique qualities of bamboo viscose to deliver a collection of children’s clothing and luxury items that epitomize refinement and comfort, setting itself apart as a purveyor of elegance in the fashion landscape.
3. Unique Designs and Styles:
- Not only do we intend to create a never-before-seen romper design, but all our prints are custom made in house by our team designer. We focus on inclusivity and uniqueness for our designs. Many times, our designs are created specifically with the intent of donating a portion of proceeds to a nonprofit. (We plan to create multiple prints in 2024 that focus on bringing light to social impacts, i.e. dog print that focuses on “aggressive breeds” where a portion of the proceeds will be donated to non-profits that assist in the care of bully breeds)
4. Focus on Children’s Clothing:
- Our goal is not to just focus on Children’s Clothing, but to bring affordable, functional, and fashionable clothing options for all children. This includes medically adaptive clothing options as well. (We started the design process for a medically adaptive romper with feeding tube access). We want to expand on the portions of the markets that are underrepresented – i.e. Medical Adaption & Daywear Sectors.
5. Exceptional Customer Service:
- We pride ourselves in our ability to offer fantastic customer service. We are compassionate, can admit mistakes when mistakes were made, and always offer multiple solutions for any quality issues. This isn’t just about putting on a front, this is the brand identity that we want to create. We care for our customers, and we want them to know that.
6. Collaborations or Partnerships:
- Currently, we do not have plans to collaborate with influencers. We do plan to have partnerships with non-profit organizations as we have done in the past. We also have licensing meetings set up over the next few months for popular character licensing for children’s clothing.
7. Efficient Supply Chain and Fulfillment:
- Mavella Boutique takes pride in the seamless efficiency of our supply chain and fulfillment processes. Our commitment to operational excellence ensures a streamlined and responsive system, from sourcing premium bamboo viscose materials to delivering exceptional products to our valued customers. With a meticulous focus on logistics and inventory management, we optimize production timelines, minimize lead times, and enhance overall delivery performance. Our state-of-the-art fulfillment centers are strategically positioned to facilitate timely and reliable order processing. The result is a professional, end-to-end supply chain solution that prioritizes accuracy, speed, and customer satisfaction. At Mavella Boutique, we believe that a robust supply chain is the foundation for delivering a superior shopping experience.
8. Transparency and Ethical Practices:
- At Mavella Boutique, ethical practices form the cornerstone of our commitment to responsible business conduct. We adhere to a stringent set of ethical standards that encompass every facet of our operations, from sourcing materials to manufacturing processes. Our dedication to fair labor practices ensures that every individual involved in the creation of our products is treated with respect and dignity. We prioritize transparency in our supply chain, tracing the origins of our materials to guarantee sustainable and eco-friendly sourcing. Mavella Boutique is resolute in promoting ethical craftsmanship, steering clear of exploitative practices. Our commitment extends beyond the confines of our business, as we actively engage in community initiatives and support charitable endeavors. By integrating ethical practices into our business model, we strive to contribute positively to both the industry and the wider community, fostering a culture of conscious consumerism and social responsibility.
Marketing & Sales Strategy
Current & future marketing strategies:
Current:
Interactive Email Campaigns
Partnerships (Non-Profits)
Brand Ambassadors
Loyalty Program & Rewards
Social Responsibility Initiatives
Social Media (Instagram & Tiktok & Facebook)
Future:
We plan to enhance our social media presence through the use of:
User Generated Content
Social Responsibility & Partnerships
Customer base expansions plans:
Customer Feedback Integration:Actively seek and integrate customer feedback into product development and marketing strategies.
Inclusive Sizing and Styles: Mavella Boutique wants to expand to include medically adaptive items as well as expand our adult size range.
Market Segmentation: By adding an adaptive line and daywear we can reach different market segments within the industry.
Operational Plan
Mission & Objectives:
The mission behind Mavella is to provide a luxury product at a more affordable price while keeping the same level of functionality and durability. Mavella hopes to reach the medically adaptive community and the daywear segment by the end of 2024.
Organizational Structure:
Limited Liability Company – One Sole Owner
CEO: Brianna Treadwell
Marketing Director: Brianna Treadwell
Designer/Assistant: Winnter Jacobucci
Quality Assurance and Standards:
All products are up to date with the most recent testing and are in compliance with the Consumer Product Safety Commission. The supplier does a quality check of each item before it ships. Once the items arrive, we personally inspect the items before shipping them to our customers. In the case of bad quality, we get a refund from the supplier.
Customer Relationship Management:
Currently, we handle all customer interaction personally and don’t see this changing in the next few years.
Use of Funds
Requested Amount: $10,000.00
Use of Funds: Inventory & Licensing
The requested amount of $10,000.00USD covers our cost of production for a minimum of 6 new prints/styles and gives us the ability to cover costs of officially licensed characters.
Repayment Schedule: 5% of gross sales per month, beginning three months after initial investment is made, will be returned to you until the full balance is paid off.
These figures are just rough estimates of the expected cost over the next 6 months. As the company grows we will account for increased purchasing power that is needed in all funding requests.
