Marketing Plan Draft
I. Target Market
Our Target Market will predominantly reflect the characteristics of the primary user markets of
the Pearl District, as well as the greater Portland Metropolitan area. According to a February
2000 report (Retail Merchandising Mix Plan) by the Portland Development Commission, the
Pearl District is considered a “destination retail” center with moderate to high price points, and
primary user markets consisting of district/downtown workers, nearby residents, and weekend
shoppers. This Plan also describes the Pearl District as a reflection of “the new residential
population in the area, which tends to be young, affluent, highly educated, professional single or
2. Demographic Factors
a. Age: Our target age group is adults 25 to 44 years old, as this is the highest population of
both neighborhood and metropolitan shoppers (2008 Portland Business Alliance Downtown
Portland Business Census & Survey ).
b. Gender: We will primarily target women, as Nielsen data from 2008/2009 shows that
despite an increase in males as primary shoppers, 73% of retail shopping (for the household,
family, and otherwise) is still conducted by women.
c. Ethnicity: 81.1% of the Pearl District’s 1,113 adults (2000 Census Information from
PortlandMaps.com), and 84.5% of the Portland-Vancouver metropolitan area’s total
population (General Demographic Characteristics from the PSU Institute of Portland
Metropolitan Studies) are Caucasian. According to the same sets of data, other area and
neighborhood minorities include Asian, African-American, and Hispanic, with each claiming
approximately 5% of the population.
d. Marital Status: Most of the residential customers will be single or cohabitating couples
without children. According to Portland Maps, 68.0% of people living in the Pearl district
have a household size of 1, and 29.0% have a household size of two. This is slightly
disproportionate to the greater Portland area, which the PSU Institute of Metropolitan
Studies indicates has a ratio of 65% to 35% family/non-family households.
3. Economic Factors
a. Income Level: Leaf will target individuals with annual household incomes of at least $50K
and comparative individual incomes of $30K, the base level of economic wealth we expect
our customers to have in order to be consistent with the pricing level of our store, which is a
reflection of the mid to high level pricing of the Pearl District in general (PDC Retail
4. Geographic Factors
a. Foot Traffic: This is the most important factor in our marketing strategy, supported by the
fact that the Pearl District is the “most walkable” neighborhood in the greater Portland area
(according to the 2010 Walk Score rankings). Additionally, foot traffic in the area has
increased 11% in the last 2 years (data available as recently as December 2009 from the
Portland Business Alliance Pedestrian Count Results and Comparables), with an average daily
count currently over 4,500 people.
b. Vehicle Accessibility: The Pearl District is located within blocks of freeway exits for the two
of the most heavily trafficked freeways in the state of Oregon, at a point in which they
intersect. This will not only open up the accessibility to all residents of the greater Portland
area, but also serve to encourage destination shopping by travelers taking I-5 or I-84.
5. Social Values:
a. Trend-Setting: Overall, our customers will be young and hip, concerning themselves with
owning quality products that are fashion-forward.
b. Athletic/Enjoys Outdoors: As our products serve to improve the enjoyment and
performance of outdoor and athletic activities, our customers will have a propensity to
participating in related activities in both a casual and competitive manner.
c. Environmentally Conscious: According to a 2009 Mintel Report, sales in ethical clothing
have more than quadrupled in the last 5 years, showing that customers will consider the
environmental impact on their consumption and factor this into their purchasing decisions.
II. Competitor Analysis
Leaf expects that there will be competition from all other major vendors of eco-friendly apparel in
the Portland metro area. Consumers in the up and coming ‘green clothing’ industry will be shopping
around looking for the most affordable, high quality product.
1. Lululemon Athletica
Lululemon Athletica is located just a couple blocks west of our store, at 1039 Northwest Couch
Street. Its location in NW Portland gives it the advantage of heavy foot traffic. With a bright,
upbeat atmosphere, Lululemon attracts yoga practitioners and other athletic crowds with their
colorful, comfortable workout gear. Pricing is high but the product is of high quality. The
location (NW Portland) may also have an effect on the prices. Lululemon’s staff are often
friendly but can at times be too persistent, distracting the shopper from examining the product
and making decisions about purchases. Additionally, they offer little to no children’s clothing at
Patagonia has two locations in the Portland metro area. One store is located in NW Portland
about six blocks to the north of our store. The other location is across the steel bridge in NE
Portland. Patagonia has a wide variety of green, functional clothing and gear which is appealing
to outdoor enthusiasts as well as environmentalists. The product is high in price but high quality,
durable sportswear and their selection includes men’s, women’s and children’s clothing. The
NW Portland location may benefit from the foot traffic of many shoppers, but the drawback of
the NE Portland location is its distance from the downtown area and its location in an area
which is not the most desirable to shop in.
3. Lucy Activewear
Their slogan is “we all know that when you look good, you feel good. And when you feel good,
you go the extra mile”. They specialize in women’s clothing, mainly yoga wears. Their store is
located 3 buildings down from our store Leaf. Lucy Activewear, like other shops in NW Portland,
may benefit from the foot traffic of shoppers in the area.
Sameunderneath is a store that offers men’s and women’s clothing from bamboo tops to hand
printed limited tees. The two main things that they use to make their clothes with is cashmere,
which is appropriate for all weather, and bamboo, which is a soft, plush fabric.
Greenloop carries clothing for Men, Women, and children. They have jeans, shirts, shirt, skirt,
skirts, dress, dresses, sustainable fabrics, organic cotton shirts, fashion, eco-fashion, green
fashion, sustainable fashion, organic cotton jeans, fsc sunglasses, bamboo clothing, organic
cotton underwear and organic cotton bra. They are located about nine blocks to the east of our
store. Their store sells casual, everyday clothing and focuses more on selling casual wear rather
than outdoor gear. Greenloop’s location in NW Portland makes it a desired walking destination
for local residents and tourists.
1. The product mix will include clothing and accessories for men, women, and children.
2. Half or more of the product lines will be for women, another thirty five percent will be men’s
clothing, and the rest will be for children.
a. Women’s products will include: accessories, jackets, vests, shirts, base layers, pants,
shorts, skirts, dress, insulation layers, body/underwear, socks, and shoes.
b. Men’s products will include: accessories, jackets, vests, shirts, base layers, pants, shorts,
insulation layers, body/underwear, socks and shoes.
c. Children’s products (gender specific) will include: accessories, jackets, vests, shirts,
pants, shorts, skirts, body/underwear, socks, and shoes.
3. Leaf clothing will be made from the highest quality sustainable textiles available, recycled and
organic, products that will stand up to a lifetime of wear and tear, even still designed to be
unique, comfortable, and fashionable.
4. Product types and styles will change throughout the year, as the seasons and weather change.
a. Most of our product is designed to be used in outdoor activities ie: hiking, fishing,
kayaking, camping, snowboarding, skiing, etc.
b. Clothing and accessories will also be suitable for normal everyday wear as well.
1. We will utilize a prestige pricing strategy to sell our product. Our prices will be considered to be
in the moderate to high range.
2. Price ranges for most items will be as follows:
a. Socks $10 - $20
b. Shoes $80 - $150
c. Shirts $30 - $50
d. Jeans & Pants $80 - $120
e. Insulation layers $80 - $200
f. Body/underwear $20 - $50
g. Outerwear $120 - $400
V. LEAF Promotional Plan
1. Sponsor Portland Fashion Week (the event theme is eco-friendly & sustainable clothing).
2. Online Presence: get listed in Yelp; place banner ad in online section of Willamette Week
(15,000 web impressions per week); have a blog-style website on wordpress.com, so that we
can keep our customers up to date, promote store events, make announcements about new
products and sales, post pictures of new stock, links to vendor websites, and in short have an
affordable, real time hub for information that’s easy to update.
3. Co-host (act as a supporting sponsor) Hood to Coast Relay after party.
4. Have a sustainability project/event featuring an exhibit and/or demo on First Thursdays to
educate people on sustainability. The event will offer free food & wine. Since First Thursdays
take place in the Pearl District already, where we are located, we are likely to attract a diverse
array of people (as this event draws) with all the walk-thru traffic.
5. During rain season we will give out free umbrellas with our name and logo on them.
6. Find free PR people (possibly local college students) who are willing to work in kind, as well as
build a PR database ourselves by collecting customer information in store. We will offer weekly
discounts to give people an incentive to get on our mailing list.
7. Every season have a friends & family night (4 times/year), like Adidas used to do, and give 35%
off everything and offer free food & wine, and live music.
“2008 Downtown Portland Business Census & Survey.” Downtown Portland Marketing Services. January
2010. Greater Portland’s Chamber of Commerce, Portland, OR.
“Ethical Clothes Sales go from Rags to Riches”. Ethical Clothing February 2009. Mintel Oxygen Reports.
Keyser Marston Associates Inc. “District Retail Strategies: Phase II – Retail Merchandising Mix Plan.”
Association for Portland Progress February 2000. Portland Development Commission, Portland, OR.
“Pedestrian Count Results and Comparables.” Pedestrian Traffic Counts. January 2010. Greater
Portland’s Chamber of Commerce, Portland, OR. <http://portlandalliance.com/downtown_services/ped-
“Portland’s Most Walkable Neighborhoods”. Walk Score: Find a Walkable Place to Live. 2010. Front
Street. January 31, 2010. < http://www.walkscore.com/rankings/Portland>
“Profile of the PEARL Neighborhood (Census 2000)”. Portland Maps. 2010. The City of Portland,
Oregon. January 31, 2010. <http://www.portlandmaps.com>.
"Role Reversal - Mr. Mom Goes Shopping". Homescan July 2009. The Nielson Company.
“Quick Facts: Profile of General Demographic & Socioeconomic Characteristics– Portland/Vancouver
Metropolitan Area, OR—WA”. Portland State University Institute of Portland Metropolitan Studies.
2010. Portland State University. January 31, 2010. < http://www.pdx.edu/ims/quick-facts>.