Femi9 Case Study

Femi9 is a clothing retailer that caters to young adult females. As a profit company, Femi9 offers clothing for women who like fun and flirty, yet modest and professional, clothing while keeping prices affordable. Femi9 is well-known for having a large variety of clothing, with varying degrees of professionalism and style. Femi9 deals exclusively with female clientele so their staff must know the value of offering the best customer service, since women tend to make decisions on whether to be a return customer based on the service they receive at an establishment. Employees are trained on how to handle customers and how to help them find what is the right article of clothing for them. The company values the employee’s opinion on what female customers are looking for, and encourage employees to voice their opinion. Femi9 strives to offer clothing at lower prices than the competition, yet having a higher quality of clothing and accessories.

History

Femi9 was started in 1995 by entrepreneur Tracey Pullman. Pullman had worked in several retail clothing stores after she graduated from college, but felt that her area’s options for clothing stores targeting young women were limited. Most of the stores only carried “street clothes,” passing over professional-looking clothes. Pullman realized that young women starting their careers would need to purchase professional clothes for work in addition to street clothes for after-hours, so she decided to start a store that would offer both of these types of clothes, in many different styles. There are currently 50 Femi9 stores throughout the states of Minnesota, North Dakota, South Dakota, Wisconsin, and Montana.

The current business environment in the Femi9 stores varies, but ultimately, the environment is positive. The employees who are hired generally frequented Femi9 prior to their employment. A majority of employees are female and the employees receive discounts from the store.

Femi9’s main competitors are Maurice’s, Forever 21, and Vanity. Maurice’s offers clothing options very close to Femi9’s option. Forever 21 and Vanity concentrate on targeting teenagers instead of young adult women, but there is an overlap of patronage with these stores and Femi9.

Competitors

1. Maurice’s

2. Forever 21

3. Vanity

Vision Statement

Femi9 would like to increase the number of stores nationwide by 50, and increase the number of employees by 200. They also hope to offer employees competitive wages and an excellent benefits package. Over the next five years, Femi9 will have all of their increases put into place.

Company Values

Femi9 deals exclusively with female clientele so