amir adnan retain store
Post on 18-Nov-2014
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Presented by:
Waqas Mazhar
HISTORY AND BACKGROUND
Dealing in menswear for more than 15 years. Targeting multicultural groups. 10 outlets in the world
5 outlets in Karachi 2 in Lahore 1 in Islamabad Dubai and USA
1990: dealing in variety of ties He got training from Italy 1992: designed first range of Jeans. He wanted to revive traditional dress of
native culture. Sherwani, traditional long coats
The modern day man had adopted the western three-piece suit as the only acceptable vision of grooms wear and Adnan vowed to change that.
That is his identity Amir Adnan, the name behind the label,
supervises the entire team of designers to maintain standards.
OBJECTIVES
"To be a global leader by providing maximum satisfaction through our products and services".
FEATURES OF AMIR ADNAN’S PRODUCT
Amir Adnan's main forte is hand embellishment, using fine silk or metal thread and incorporating precious and semiprecious stone, sequins, beads and other items of ornamentation to give every ensemble an unmatched exclusivity.
The method of embroidery, 16-18 stitches per inch is used in all products, providing a neater, flatter and stronger seam.
All products are equipped with pearl stitch buttons for a better look and durability.
A wide assortment of fabrics is used for both local and international markets, chosen for both suitability and style. The choice of fabric is the customers’.
RETAIL IMAGE MIX
Employee type and density Four employees Managers Education of employees
Merchandise type and density Sherwaniz, Shalwar kamiz, ties, children, etc
RETAIL IMAGE MIX (CONTINUE…)
Sound: Soft and pleasing Lights: bright yellow Visual: Distinctive wooden work
SHOP DISPLAY
Window Display Island Display Waterfall Display
STORE ATMOSPHERE
Exterior look: Made of wood Changes every two month Dealt by Marketing Department
Signature: Amir Adnan uses his signature as logo.
Interior: consist of fixture, lights, aisles, free movement of customers.
SPACE MIX
60% selling area Staple goods: USP cultural goods are kept at
center and deeper end of store. Convenience good: Kurta Shalwar Impulse Purchase merchandize: ties Shirts
SPACE MIX(CONTINUE…)
Section one: children wear, kurtis, ties, shirts, shalwar kamiz. Price 990-5000 rupees.
Section Two: Couture wear. Turbans, kameez with embroidery, Khussas. Price 5000-800,000 rupees.
Inventory turnover: 80-85%
MERCHANDIZING
Right product, right quantity, right place, at right price.
Markup
SUPPLY CHAIN MANGEMENT
Pre purchase orders and purchase orders Vendor management: different vendors,
purchase material at low cost Warehouse: No warehouse but store facility
RETAIL MARKETING STRATEGY
Branding: Recognized, Accepted name and confidence of customers They have defined their target market They are dealing with its target market for more
than 15 years. State of art embroidery Synchronizing cultural with modern.
RETAIL MARKETING STRATEGY(CONTINUE…)
Positioning: Market leader in providing quality apparels with
traditionalism being their forte. Trendsetters for menswear.
RETAIL MARKETING STRATEGY(CONTINUE…)
Retail Marketing Mix: Product Offerings Huma Adnan: bridal wearings Cutomers needs
Place: Price: Promotions and Events:
Decorate their outlets on special occasions. No such intense promotions They believe in word of mouth
RETAIL MARKETING STRATEGY(CONTINUE…)
People: Presentation: Amir Adnan thinks presentation
extremely important.
Direct Marketing: Database of buyers Discounts to loyal customers
RETAIL MARKETING STRATEGY(CONTINUE…)
Catalogues and Mail Order: “High” in house magazine Not for sell but given to those who shop more
than 5000 rupees. Telemarketing: Electronic retailing:
Advertising: Used to advertise in fashion magazine Now only in in-house magazine Point of Sale: materials, Writes up reviews for latest arrivals in fashion
RESEARCH
New concept development Feasibility of new products Cost pricing of product The material to use
CUSTOMERS SERVICE
Identify the expectation of customers. They believe they are efficient in identifying
customers expectation. For urgent orders employees work overtimes
CUSTOMERS SERVICE(CONTINUE…)
When customer not satisfied they can change the product without being charged extra.
Planning to introduce loyalty cards. Follow up calls to the customers.
CONCLUSIONS AND FUTURE OUTLOOK
Planning for six different outlets in Pakistan. Changing their website
Amir Adnan should focus on Direct Marketing. Many customers have not access to their in-
house magazine so They must go for advertisement in different fashion magazines.
Thank You All….
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