Question

You are the southeast merchandising and marketing manager for Designer Collections (e.g., Ralph Lauren, Donna Karen) at Lordstrom, Inc., a women’s clothing store chain based in Boston, MA. Lordstrom is in the process of opening a new store in Fashion Square Mall in Buckhead, an upscale area on the north side of Atlanta, GA. Retail space is quite expensive in the mall (nearly 50% more expensive than typical locations), so Lordstrom facility engineers are trying to make every inch of space count.

Despite the costs, you feel, to be competitive in this mall, you will have to offer superior customer service. You already offer a no-questions-asked return policy, abundant inventory to ensure a complete selection of sizes and colors, and even a harpist who performs on the Designer Collections floor from 11:00 a.m. until 2:00 p.m. daily. However, you think the new store should also have oversized dressing rooms – ones large enough to hold a comfortable chair, garment rack and adjustable three-sided mirrors. You want your customers to be able to make their selections in comfort.

The engineering department estimates that adding the furnishings and an additional 20 square feet per dressing room in the new store will add $18,500 to the construction costs for the Designer Collections floor, plus $155 to the monthly lease.

Since you are responsible for the retail performance of your department, you generally have some influence in construction decisions that affect the merchandising and marketing of your lines. However, the amount of money involved here is above the norm. You feel it would be wise to get your boss’s approval and backing for this change prior to the next construction meeting, which is scheduled for Wednesday of next week.

Your boss is Rebecca Lordstrom, executive vice president of merchandising and marketing. You have worked with Rebecca for five years and have a good relationship with her. You know the additional cost, though significant, is not unreasonable given the image and profit margins of your lines. You decide that a persuasive request approach would be appropriate.

Please help me write a persuasive memo (1 page) to Rebecca Lordstrom.

Answer 1

Hello Rebecca  
This is in context with the upcoming new store in Fashion Square Mall in Buckhead, an upscale area on the north side of Atlanta.
A lot of money is going to be invested in this upcoming project considering its competitiveness. We have already decided upon the posh area where it is to be situated, the abundant inventory to be kept, the no question asked return policy and much more.
In addition to this, in order to offer the superior customer service, there is huge need for have oversized dressing rooms for our customers to be able to make their selections in comfort. They should be large enough to hold a comfortable chair, garment rack and adjustable three-sided mirrors.
The engineering department estimates that adding the furnishings and an additional 20 square feet per dressing room in the new store will add $18,500 to the construction costs for the Designer Collections floor, plus $155 to the monthly lease.
Although it involves an initial cost and the monthly outflow but if we consider the cost benefit analysis, the customer service requirements and satisfaction involved, this is a necessary decision to be taken.
I request you to consider this proposal and give your valuable approval.

Thanks and regards
Southeast merchandising and marketing manager