SEASIDE LUXE

• BUYING STRATEGY
• CHANNEL STRATEGY
• PR/MARKETING STRATEGY
• TECHNOLOGY STRATEGY
• INTERNATIONAL BUYING STRATEGY

BUYING STRATEGY

Seaside Luxe believes that to produce and maintain successful retail outlets we must respect and understand the target clientele of the particular property. The buying team at Seaside Luxe is comprised of selectors and buyers. Their retail backgrounds are diverse, ranging from boutique sales and corporate buying to couture merchandising and celebrity styling. Our Buying Strategy is simple; select luxury merchandise and constantly analyze the tastes and needs of the high-end market. Seaside Luxe buyers work hand-in-hand with selectors. Our selectors share the lifestyles, values, and interests of the clientele, and thus provide invaluable insight and guidance throughout the buying process. Our buyers attend international runway shows and explore emerging fashion in places such as South America and Europe. While abroad, we work with our overseas contacts to identify artisan products and develop private label collections specific to a particular property's clientele.

The Seaside Luxe team has over a decade of experience in the retail industry and has established and secured exclusive relationships with the design heads of many established and emerging companies. These unique partnerships allow us to work personally with recognized veteran designers. We are able to discuss, create, and ultimately produce one-of-a-kind items. The partnership between the Seaside Luxe buying team and designers ensures an exceptional selection of merchandise that caters to the most affluent shoppers. The skilled selectors are supported by several assistant buyers who are responsible for all buying operations, including managing "open-to-buy" budgets, processing purchase orders, maintaining vendor relations, and keeping accurate accounting records. The Seaside Luxe buying team works as a cohesive unit and brings to life the store concept through the merchandising.

CHANNEL STRATEGY

The implementation of a "channel strategy" is a hallmark of the Seaside Luxe management team. The channel strategy is a way of connecting the clientele with their experience at a property. The exclusive items are not only private-label pieces but also products found only at Seaside Luxe managed properties. The channel strategy aims to transfer or connect a customer’s positive feelings from the retail experience to the retail products. A successful connection makes it possible for customers to buy channel items for one of two reasons; 1) because they have a pleasurable association with the product and place; 2) because they aspire to be a part of the lifestyle experience that Seaside Luxe has created.

At multiple impression points, customers might encounter the channel products. For example, as a customer is exploring the property they notice a piece of art from a local artist hanging in a courtyard. As they continue on their "journey," they enter a boutique and notice a temporary exhibit by the same artist; a collection of dishwear from the on-site restaurant; and the French linens they saw in the cafe, all for sale.

PR/MARKETING STRATEGY

Seaside Luxe, working in concert with Ownership, will develop a PR/Marketing Strategy that will provide significant positive exposure for the stores at managed properties. Our advertising and marketing will serve to bolster and add value to the client's brand in target markets. In all media mentions Seaside Luxe will credit the property as well as the company.

Because of our solid reputation, the Seaside Luxe name will bring brand quality. This will, in turn, bring mentions in high-fashion magazines for exclusive merchandise that can only be found in these stores. We will work with editors from top media sources such as Vogue, Town & Country, W Magazine, Harper’s Bazaar, Elle, InStyle and Modern Luxury to develop articles based on the boutiques we manage.

Another part of our PR/Marketing Strategy is the Seaside Luxe trunk show event. These shopping-based parties will drive revenue both on-property and at off-site venues. Seaside Luxe will arrange trunk shows within the boutiques and coordinate them with complementary, on-property outlets. Traveling events hosted off-property will extend and develop the client's brand beyond the immediate vicinity and will truly enhance the property’s reputation as a premier "go-to" destination for a complete luxury experience. At such gatherings, clients will have an opportunity to connect with designers and understand the inspiration behind their product lines. Clients will be able to shop the newest fashion collections from the comfort of our stores. Clients will receive a personalized shopping experience wherein pieces are selected by the designer themselves. Exclusive access will turn our clients into collectors. The trunk show events will be memorable experiences that facilitate a strong connection among clients, the property, and the Seaside Luxe designed and managed boutiques.

TECHNOLOGY STRATEGY

Seaside Luxe's Technology group is involved in all aspect of on-site and off-site retail information technology infastructure for the projects we manage. We assess existing point-of-sale and inventory asset management software, make necessary enhancements or upgrades, and install new software and hardware to suit the retail environment. With a knowledge of software programs from Retail Pro, Counter Point, Microsoft Dynamics, and Agilysys Resort Retail suite, Seaside ensures the deliverability of relevant reports, inventory management, and purchasing procedures.

In addition, Seaside oversees the project coordination of system implementations and provides ongoing training and support. Onsite physical inventories are conducted to ensure that systems track inventory valuation to the penny and deliver a low level of variance.

Connecting solid technology to the needs of marketing, a solid database of target customers through our stores is used to promote exciting events and news about products via the Internet. We currently advertise special store happenings and designer trunk shows via "e-blasts" and personal emails.

Our long-term goal is for each store to have its own website that conveys the individuality of the space and its customers. We recognize that the various forms of media drive traffic, help connect with our customer base, and create a buzz about the retail “energy.”

INTERNATIONAL BUYING STRATEGY

A component of Seaside Luxe’s unique merchandising strategy is to send our buyers abroad in search of one-of-a-kind items found only at international destinations. On these trips, we search for exquisite clothes, jewelry, art, and other interesting goods that are indigenous to that part of the world.

The exclusive items are then brought back in limited quantities to our stores and offered to our clientele on-property. Through these special pieces, we are able to bring the far corners of the world to them. We recognize that they are well-traveled, sophisticated shoppers who would appreciate the wonder of discovering new and unique items from places that we help them discover.

Some future international buying trips planned are India in the Fall and Argentina during the Winter of this year.