BRAND LAUNCH PLAN

ADVERTISING AND FASHION RETAILING

PROJECT REPORT

SUBMITTED TO:

SIR. AKBAR ABBAS BANGASH

SUBMITTED BY:

Huma Hafeez and Nokhaiz zahra

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ALLUREDecember 7, 2009

ACKNOWLEDGMENTS

We wish to acknowledge our regards and benevolent sir Akbar Abbas Bangesh teaching fashion & textile marketing in NATIONAL TEXTILE INSITUTE .whose kind and precious suggestions enriched our thoughts and helped us to accomplish this business plan. We also want to thank

our family who supported us. Thanks to Almighty ALLAH for giving us such will and power to complete this business plan on time.

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TABLE OF CONTENTS

Section I______________________________ pg 4

I.1 NAME OF BOUTIQUEI.2 LAUNCHING PLANI.3 LAUNCHING DATEI.4 LOCATION OF BOUTIQUEI.5 ACTIVITIESI.6 MARKETING MESSAGE

Section II_____________________________ pg 5-7

II.1 INTRODUCTIONII.2 CONSUMER BUYING HABBITSII.3 FASHION FORECASTING

Section III______________________________ pg 7-16

III.1 INCOME LEVELIII.2 ADVERTISING/PROMOTION TACTICSIII.3 FASHION PRODUCTS IN ALLUREIII.4 PRICING STRATEGYIII.5 FINANCIAL ANALYSISIII.6 OUR OBJECTIVESIII.7 MARKETING SEGMENTATIONIII.8 TEXTILE POLICY OF 5 YEARIII.9 PRODUCTION PROCESSFLOW CHART

Section IV_______________________________ pg

IV.1 REFRENCESIV.2 EXECTIVE SUMMARYIV.3 QUOTIONAIR

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NAME OF BOUTIQUE:

LAUNCHING PLAN:

We are planning to launch a boutique on 25th December 2009.before this we are organizing an exhibition in Islamabad hotel for three days. As we are targeting women’s wear to we tried to make it sure that every visitor should buy or order for some product. We are mainly targeting girls of age (16-25) and women of age 25-40We are not only exhibiting our dresses but we are also covering fashion accessories like belts and shoes.

LAUNCHING DATE:

We will launch our label on 25th December 2009 INSHALLAH.

LOCATION OF BOUTIQUE:

Opposite to F9 Park, third shop from right side of D-WATSON Islamabad.

ACTIVITIES:

To make it more profitable and interesting we will display our products and dresses in very aesthetical manner. We are offering products for every age group. We are also getting sponsorship by renowned makeup artist SOBIA AMIR, her team is giving self grooming tips and presentation to ladies according to their personality and occupation. We are also having stalls for fashion tips. In this exhibition we have also invited well known designer of Islamabad NOMI ANSARI and label BNS of BINA SULTAN. We will be giving coupons to every visitor on which they will get 10 % discount on their total bills that they shop from ALLURE.

MARKETING MESSAGE

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INTRODUCTION

It is a typical routine of a fashion designer to starts a boutique in either of a following area like sportswear, beachwear, novelty items, vintage, T-shirts, dresses, tuxedos, shoes, handbags, accessories, lingerie, watches, sunglasses, and more. to Pakistan

An entrepreneurial or risk taking person should have a strong control over accounting, sales and management, In-depth and up to date knowledge of the fashion retail marketplace, including trends and forecasts, flexible, multi-tasking capabilities, excellent time management and communication skills. Boutique owners must be jacks or jills of all trades it will not be an unachievable task for us only if we oversee all aspects of boutiques operations from planning and purchasing their inventory, setting up the in-store displays and managing employees. As a fashion boutique owner we can make a good market if we use a combination of savvy business skills and in-depth knowledge of the fashion retail industry.

CONSUMER BUYING HABBITS

Buying habits refers to what influences consumers to purchase products or services? The consumer buying process is a complex matter as it is dependent on many internal and external factors. It is no longer a question of identifying your customers by age, geography or income, but looking into how and why they buy, based on their mood, beliefs and the occasion. So far as in marketing field consumer buying is mainly based on either knowledge or perceived needs.

When we had different surveys at different universities and colleges and in different gatherings related to fashion we came to know about that consumer comes across many genuine problems while purchasing different products and services (especially related to fashion products). It is important for a good marketing manager to have a sharp eye over these problems irrespective to the locality of retailing of your product. These can be classified as

Problem/Need Recognition Information search Evaluation of different purchase options. Purchase decision

More over there are many other factors which have a great influence on buying habits of a customer. These are some common factors which ought to be in mind of those who want to enter in any pre-teen market. Next was to listen to the habits of those where we want to place our product. Near F10 markaz, we felt the smell of both the middle class and elite class. Also it is great opportunity to enter into a market where your regular customers come to buy product form near by shops. So you need to make your market from scratch because some of the marketing home is already done by your competitors. It’s a common belief that one’s CULTURE INFLUENCES his/her behavior the most. Obviously this culture helps them developing these opinions, attitudes and beliefs. These factors will influence their purchase behavior. However other factors like groups of friends, or people they look up to may influence their choices of purchasing a particular product or service. Marketing and advertising obviously influence consumers in trying to evoke them

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to purchase a particular product or service. People's social status will also impact their behavior. What is their role within society? Are they Actors? Doctors? Office worker? And mothers and fathers. The lifestyle of someone who earns 250000 Rs would clearly be different from someone who earns 2500 Rs. Also celebrities have an influence on buying decision. So for the reason we have also requested SOBIA AMIR and NOMI ANSARI to come at our exhibition as a chief guest. Whether the person is extrovert (out going and spends on entertainment) or introvert (keeps to themselves and purchases via online or mail order) again has an impact on the types of purchases made. I would love to code here a theory of "ABRAHAM MASLOW'S HEIRCHARY OF NEEDS". He suggests individuals aim to meet basic psychological needs of hunger and thirst. When this has been met they then move up to the next stage of the hierarchy. Hence, we have to reach to the level to Pakistani society and culture. So Maslow's concept is useful for marketers as it can help them understand and develop consumer needs and wants. We are not unaware of the fact as this directly point out the economic condition of PAKISTAN. We tried to not to make our products and services in access majorly for middle class. This is one of our marketing strategy as well as social responsibility.

FASHION FORECASTING

Fashion forecasting is a crucial and complex marketing strategy which requires a complete hold on marketing research. Fashion forecasting is the prediction of mood, behavior and buying habits of the consumer. ALLURE will be the future efficient indicator to forecast the direction in which fashion will move. Fashion forecasting will be our solid link to create a good market. We will look for prophetic as well as profitable styles and ideas that capture the mood of the times and signal a new fashion trend. We are well aware of the fact that if we need a hold on to fashion role as a pioneer and want to enhance its brand image, fashion has to continue to innovate. The task of fashion fore casting will be accomplished by the managers (owner of boutique) as we are done with our complete study on fashion marketing. Forecasting of fashion is an initial step which is then understood, practiced and then applied. Forecasting the future demand for particular styles, fabrics and colors is an important aspect of the fashion industry. It’s a common routine of textiles specialists that they work for two year ahead to determine general guidelines for each fashion season. This is because of when once some fashion is forecasted then it takes about 1-2 year of regular hard work to take the fashion from our mind to the practical market. Forecasting of fashion can be divided into two categories:

Short term fashion forecasting Long term fashion forecasting

For us as we are going to setup a preteen market we decided to work on short term forecasting. At a introduction stage of our boutique hireling so much labor and services for the purpose of forecasting of fashion won’t be a great idea. As discussed earlier this job will be done by us (owners). Later on we will subscribe to one or more services, whose job will be to scan the market and report on the developments in color, textiles and style directions.Major trends in lifestyles, attitude and culture in particular music, sport, cinema and television are used to predict changing consumer demand. This process involves the following activities such as studying market conditions, noting the life style of the people, researching sales statistics, evaluating popular designer collections, surveying fashion publications, observing street fashions etc

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French companies based in Paris have traditionally dominated fashion forecasting. The point arises that why are we lacking behind and how are they leading us. Forecasting is more than just attending runway shows and picking out potential trends that can be knocked off at lower prices (although that is part of it) but this is a wrong practice which is being followed by our so called fashion National designers. Instead they need to understand that it is a process that spans shifts in color and styles, changes in lifestyles and buying patterns. The keywords behind the successful fashion forecasting is good consumer research, color forecasting, textile development, range of shows (operating over the 16 months preceding season), Introducing Innovation, Cultural Indicators etc.Keeping a fact in the mind we have made a unique collection of PARTY WEARS, BRIDAL WEAR, KURTAS, BELTS and SHOES. After the forecasting based on practical figures we hope that the collection we are going to present on exhibition will be a complete innovative collection among all boutiques. When we started our research on colors and upcoming styles it looked a little difficult but as soon as we got into it completely, things became clearer. Making decisions about expected favorable colors of next summer was crucial task. Different experimental shows, runways and large or small exhibitions we managed to do help us a lot in this matter. We came to know about the taste of people of segmented market and their positive and negative response about different outfit’s colors and embellishments and all. By the grace of God most of the times people respond with great appreciation and thus we got our stray to achieve our goal.

INCOME LEVEL

Frequent losses are expected in the first few years of any operations due to initial investments and expenditures but once we are stabilized, this boutique will become a good source of income for us.

Entry Barriers1. Large Indian and multinational companies hold around 65% of the market.2. Low profit margins make selling a volumes game.3. The sector is raw material intensive; input costs are high.4. The demand for high-quality fabric increases the challenge of launching innovative products.

The universal truth says, the more you put into it, the more your business will growAny change in the cost of raw material impacts the cost of the product. Many of the small players sometimes find it difficult to raise cost for fear of being beaten by the bigger ones. We hope that we’ll meet these two challenges.

ADVERTISING/ PROMOTION TACTICS

As for introducing over label ALLURE. We are advertising over the following:

RADIO: we have planned to advertise ALLURE on FM 91. They are wiling to give free coverage to our exhibition by RJ FATTIMA. As well as 1 minute of advertisement after every two hours. But they have the condition that there slogan FM 91 should be on our pamphlets and banners.

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INTERNET: we are introducing and promoting our label by having group on face book and orkut. We are also giving add on face book of ALLURE and we have started getting good response.BANNERS: we are displaying our banners in front of colleges, universities and in main markaz markets of Islamabad. These banners are 50 in number and which cost in total of 15,000 Rs.

QUANTITYCOSTTOTALRadio- - -Internet 2 groups - -Banners 50 300/-15,000/-Pamphlets 3,000 1.25/-3,750/-

18750/-

LIST OF THINGS

QUANTITYCOSTTOTAL

KURTAS35350/-12250/-QUESTIONATES3,0002/-6000/-Hotel charges 3 days1 hall8000/-24000/-Mannequins on rent12200/-2400/-

44,650/-

THROUGH EXIBITION

We are promoting our label ALLURE by several ways. There is an half an hour presentation made by us at different colleges and universities. To create interest and charm for our boutique, by using smart tactics. We are giving free KURTAS of our label thorough lucky draw which are going to be held after every power point presentation.

FASHION PRODUCTS IN ALLURE

Ready to wear dresses

Casual wear

Formal wear

Light formal wear

Heavy formal wear

Office wear

Belts

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Shoes

Kurtas

PRICING STRATEGY

“LOW RATES BULK SALES”

Keeping in view that our outlet is located at a place where 5 boutiques are already running successfully for several years. So the pricing strategy of our boutique in an initial stage should attract people towards ALLURE. For the reason we need to set up low prices so that folk prefer buying from ALLURE. We margined a little or no profit on mostly items.

FINANCIAL ANALYSIS

We are taking shop for our boutique on rent. For that we chose a shop which was a garment shop before and now we are replacing it with boutique many things are required to be changed in it so we also did almost complete furnishing of this shop.We also get a room which was at the top of this shop to make it as our workshop. Our boutique size is 18 x20 ft. our workshop size is 18 x 20 feet.

1. RENT OF OUR OUTLET AND WORKSHOP:

TOTAL PER

MONTHPRICECOSTQUANTITY

18000/---

1Shop on rent

7000/---

1Workshop at top flour

25,000/-

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2. FURNISHING COST:

TOTALCOST OF ONEQUANTITYLIST OF THINGS

20,000/-5000/-4Wooden chairs5000/-5000/-1Wooden table1300/-1300/-1Glass slab44,00/-2200/-2Wall paint of two colors5,400/-2,700/-2Mirror 6into3 ft3000/-1500/-2Labor for wall paint1000/-1000/-1Labor of carpenters1,600/-400/-4Hangers (6 FT)

30,000/-5,000/-6Mannequins

1,800/-1,800/-1Flour lamp

1,3300/-175/-76Wooden tiles (6x6inch)

7,000/-7,000/-1Try room (5x4ft)

1,02,800

3. REQUIREMENTS OF WORKSHOP:

TOTALCOSTQUANTITYLIST OF THINGS

6000/-6000/-1Woodean table for tailors

8000/-4000/-2Sewing machine5000/-2500/-2Wooden frames for

embalishment(ADDA)1 roll (50m)Raw material(fabric)

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60,450/-12,500/-

1,06,250/-50,000/-56,250/-

50,000/-

500/-200/-850/-400/-450/-

2.5 meter2.5 meter2.5 meter2.5 meter2.5 meter

Crinkle shaffon Medium silk raw silk Jamawar shafoon

35000/-35000/-10 tolay

Embalishment Kora,Dapka,Kat dana, Moti, Stones, Diomonties, Laces, Ribbons, Threads Metal, kudun

3,89,450

4. FIX PAY FOR WORKERS

TOTAL PER WEEKEND

TOTAL PAY PER SESSION 8 hr

NUMBER OF WORKERS

LIST

Approx 8400/-700/- each2Tailors

Approx 7000/-500/-each2Karegar

15400

SALARY PER ANUM

SALARY PER MONTH

REQUIRED QUANTITY

POSITION

PRODUCTION STAFF

2,90,40024,200/-Tailor1,15,7149650/-Drafts man

16,800-/14,00-/Iron man60000-/5000-/Dyer482914-/total

ADMINSTRATIVE SALARIES

72,000-/60001Sales girl60000-/50001Guard30000-/25001Sweeoer

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1,62,000/-

TOTAL BUDGETCash out flow

RENTS OF OUTLET AND WORKSHOP

3,00,000/-

FURNISHING COST1,02,800/-

RAW MATERIAL3,89,450/-

PAY OF WORKERS4,82,914/-

ADMINISTRATION SALARIES

1,62,000/-

ADVERTISING COST44,650/-

EXIBITION COST44,000/-

TOTAL15,25,814

5. DISPLAY SAMPLES:

We are displaying ready to wear dresses including party wear, casualWear, bridal wear…..and different fashion accessories like belts, shoes etc.

Cash in flow

totalPROFIT MARGIN

SALES PRICE

ACTUAL COST

QUANTITY

Dress(ready to wear)Party dresses

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21,0001999/-8999/-7000/-3Evening gown

10,000/-1599/-6599/-5000/-2Forak with heavy embalishment

75,00/-799/- 3299/-2500/-3A line shirt with trouser

12,000/-399/-2899/-2500/-6Long shirt with trouser hand embroidery

5,000/-399/-2899/-2500/-2Long shirt with cuellotte machine embroidery

36,00/-499/-2299/-1800/-2Panel shirt with cuelotte hand embroidery

2100/-400/-350/-6

Cotton kurat in diff colours

2400/-650/-400/- 6Tops 6 in number

2000/-550/-400/-5Leather belts 5 diff incolors

1400/-450/-350/-3Simple belts with different buckles

70,000/-55000/-35000/-2Lehnga heavy embalishment

50,000/-40000/-25000/-2Lehnga light wrok

1,87,000

OUR OBJECTIVE

NON FINACIAL OBJECTIVES To be among the top ten favorite brands To add new design in every season

FINACIAL OJECTIVES To maintain inflation growth To maintain our rates and getting enough profit so that we can easily get return

of our investment

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MARKETING SEGMENTATION

The division of a market into different homogeneous groups of consumers is known as market segmentation. If MARKETING SEGMENTATION is carried out properly then this will help to insure the highest return of our marketing/sales expenditures. Customers targeted in segment are an important marketing strategy. Different buyers want different products or marketing mix so marketing segmentation is a clear solution that will divide our market in distinct groups.MAJOR SEGMENTATION VARIABLE FOR THE CONSUMER MARKETS ARE:

GEOGRAPHIC BEHAVIORAL PHSYCHOGRAPHIC DEMOGRAPHIC

It is obvious by the fact that many people already come to visit our nabours boutiques. We got a chance to make our market in a place where our competitors have already worked on these segments of market.

GOVERNMENT 5 YEAR POLICY2009-2014

Textile industry provides 38% employment opportunities. Duty drawbacks are allowed fabrics 1%, home textile 2 %, and garments 3%. Due to current energy crises accommodated markup shall be given on the debt of

textile sector. Fragile industries shall be supported by LTF of state bank. No custom duties or tariff on the export of textile machinery. Promotes trade agreements, regional integration and provide passage to enter into

free trade markets of EU. In 5 years, 500 thousand workers will be trained with modern technology and

procedures of textile industry. It will enhance the production of industry. Warehouses, export marketing offices, franchises shall be established to promote

export and hold regional integration. Bangkok, Poland and Marrakeeh has been studies to establish warehouses in first phase.

PRODUCTION PROCESS FLOW

The production for converting fabric in designer wear garments follows the below mentioned sequence.

Design: the initial process starts from the designing phase various pattern of clothing and the fashion in vogue, which also relate to the tastes of the concerned client.

Pattern making: based on designs selected pattern for cutting are developed and based on these patterns fabric cut embroider, block printed and accordingly.

Stitching: the cutting is than followed by stitching which can either be done by the in-house stitching unit .labels are also attached in this process.

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Finishing: the final phase is that of finishing in which every thng to give it finished look is done including pressing labeling.

Presentation market: once the designer wear garment is ready after going through the above-mentioned process, it is presented at the outlets for sale to the client.

Different channels are included in order to take these garments into the generic shop from textile industry. People who are involved in supplying raw material from scratch to production house who are called intermeddlers (CHANNEL)

FLOW CHART REPRESENTATION OF CHANNELS WORKING IN PROCESS OF WHOLE PRODUCTION:

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REFRENCES

SUPPLIER TRANSPOTAION COMPANIES

MANUFACTURERTRANSPOTATION

WEAR HOUSEDISTRIBUTOR

RETAILORCUSTOMER

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Madam Madeeha, Teacher of Fashion Illustration.Electronic information retrieved from

http://www.articlesbase.com/small-business-articles/boutique-visual-marketing-1027853.html.

Amazing response form girls of FG college f7/2 and Fazaia inter college Islamabad, RJ Fatima from FM 91

EXECTIVE SUMMARY

Allure offers you the best quality ready to wear dresses and the classiest accessories in a most reasonable price.

http://www.articlesbase.com/small-business-articles/boutique-visual-marketing-1027853.html

http://www.articlesbase.com/small-business-articles/boutique-visual-marketing-1027853.html

BRAND LAUNCH PLAN

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