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ADVERTISING AND FASHION RETAILING
          PROJECT REPORT




           SUBMITTED TO:
      SIR. AKBAR ABBAS BANGASH
           SUBMITTED BY:
      HumaHafeez and Nokhaizzahra
December 7, 2009                                                       ALLURE




            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.




                                                                                2
December 7, 2009                               ALLURE


TABLE OF CONTENTS

Section I______________________________ pg 4

I.1 NAME OF BOUTIQUE
I.2 LAUNCHING PLAN
I.3 LAUNCHING DATE
I.4 LOCATION OF BOUTIQUE
I.5 ACTIVITIES
I.6 MARKETING MESSAGE

Section II_____________________________ pg 5-7

II.1 INTRODUCTION
II.2 CONSUMER BUYING HABBITS
II.3 FASHION FORECASTING

Section III______________________________pg 7-16

III.1 INCOME LEVEL
III.2 ADVERTISING/PROMOTION TACTICS
III.3 FASHION PRODUCTS IN ALLURE
III.4 PRICING STRATEGY
III.5 FINANCIAL ANALYSIS
III.6 OUR OBJECTIVES
III.7 MARKETING SEGMENTATION
III.8 TEXTILE POLICY OF 5 YEAR
III.9 PRODUCTION PROCESSFLOW CHART

Section IV_______________________________ pg

IV.1 REFRENCES
IV.2 EXECTIVE SUMMARY
IV.3QUOTIONAIR




                                                            3
December 7, 2009                                                               ALLURE


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 25-40
We 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




                                                                                                 4
December 7, 2009                                                             ALLURE


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

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 formnear 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’sCULTURE 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


                                                                                                5
December 7, 2009                                                               ALLURE

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 250000Rs 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 ahold 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


                                                                                                  6
December 7, 2009                                                               ALLURE

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 Barriers
  1. 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 grow
Any 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

                                                                                                  7
December 7, 2009                                                           ALLURE


every two hours. But they have the condition that there slogan FM 91 should be on our
pamphlets and banners.
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.



                      QUANTITY             COST                 TOTAL
 Radio                      -              -                    -
 Internet             2 groups             -                    -
 Banners              50                     300/-              15,000/-
 Pamphlets            3,000                1.25/-               3,750/-
                                                                18750/-


                             THROUGH EXIBITION


      LIST OF            QUANTITY                COST                TOTAL
      THINGS
 KURTAS                      35                      350/-            12250/-
 QUESTIONATES               3,000                     2/-              6000/-
 Hotel charges 3
 days                       1 hall               8000/-               24000/-
 Mannequins on
 rent                         12                     200/-            2400/-
                                                                     44,650/-



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 KURTASof 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

                                                                                           8
December 7, 2009                                                            ALLURE


                          Heavy formal wear
                    Office wear
                    Belts
                    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
                                   QUANTITY        COST       PRICE        PER
                                                                          MONTH
                                                      -          -
 Shop on rent                            1                                18000/-

                                                                                              9
December 7, 2009                                                   ALLURE


                                          -         -
Workshop at top flour            1                               7000/-
                                                               25,000/-




  2. FURNISHING COST:


                                       COST        OF TOTAL
LIST OF THINGS              QUANTITY   ONE
Wooden chairs               4          5000/-              20,000/-
Wooden table                1          5000/-               5000/-
Glass slab                  1          1300/-               1300/-
Wall paint of two colors    2          2200/-               44,00/-
Mirror 6into3 ft            2          2,700/-              5,400/-
Labor for wall paint        2          1500/-               3000/-
Labor of carpenters         1          1000/-               1000/-
Hangers (6 FT)              4          400/-                1,600/-

Mannequins                  6          5,000/-             30,000/-
Flour lamp                  1          1,800/-              1,800/-
Wooden tiles (6x6inch)      76         175/-               1,3300/-
Try room (5x4ft)            1          7,000/-              7,000/-

                                                          1,02,800




  3. REQUIREMENTS OF WORKSHOP:




    LIST OF THINGS                      QUANTITY        COST          TOTAL

    Woodean table for tailors                  1        6000/-        6000/-



                                                                               10
December 7, 2009                                                  ALLURE


 Sewing machine                            2        4000/-       8000/-
 Wooden frames for                         2        2500/-       5000/-
 embalishment(ADDA)
 Raw material(fabric)                                             1 roll
                                                                 (50m)
        Crinkle shaffon                2.5 meter     500/-
        Medium silk                    2.5 meter     200/-      60,450/-
        raw silk                       2.5 meter     850/-      12,500/-
        Jamawar                        2.5 meter     400/-     1,06,250/-
        shafoon                        2.5 meter     450/-      50,000/-
                                                                56,250/-

                                                                50,000/-
   EmbalishmentKora,Dapka,Katdana,
   Moti, Stones, Diomonties, Laces,
   Ribbons, Threads Metal, kudun        10 tolay    35000/-     35000/-




                                                                3,89,450




4. FIX PAY FOR WORKERS


 LIST               NUMBER      OF TOTAL PAY PER TOTAL         PER
                    WORKERS        SESSION 8 hr  WEEKEND
 Tailors                  2           700/- each   Approx 8400/-
 Karegar                  2           500/-each         Approx 7000/-


                                                              15400


POSITION             REQUIRED       SALARY PER         SALARY PER
                     QUANTITY       MONTH              ANUM
PRODUCTION
STAFF
Tailor                                   24,200/-             2,90,400
Drafts man                                9650/-              1,15,714
Iron man                                  14,00/-             16,800/-
Dyer                                      5000/-               60000/-
total                                                         482914/-


                                                                           11
December 7, 2009                                                    ALLURE


    ADMINSTRATIVE
    SALARIES
    Sales girl    1                               6000              72,000/-
    Guard         1                               5000              60000/-
    Sweeoer       1                               2500              30000/-

                                                                   1,62,000/-

                              TOTAL BUDGET
                               Cash out flow


  RENTS OF OUTLET AND                               3,00,000/-
      WORKSHOP

     FURNISHING COST                                1,02,800/-

       RAW MATERIAL                                 3,89,450/-

     PAY OF WORKERS                                 4,82,914/-

     ADMINISTRATION                                 1,62,000/-
        SALARIES
    ADVERTISING COST                                 44,650/-

       EXIBITION COST                                44,000/-

              TOTAL                                 15,25,814




   5. DISPLAY SAMPLES:

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




                                                                                12
December 7, 2009                                                       ALLURE


                                     Cash in flow
   Dress          QUANTIT            ACTUAL       SALES      PROFIT     total
   (ready      to Y                  COST         PRICE      MARGIN
   wear)
   Party dresses

   Evening gown           3           7000/-        8999/-     1999/-     21,000
   Forak      with
   heavy                  2           5000/-        6599/-     1599/-    10,000/-
   embalishment
   A line shirt           3           2500/-        3299/-      799/-    75,00/-
   with trouser
   Long       shirt
   with    trouser        6           2500/-        2899/-      399/-    12,000/-
   hand
   embroidery
   Long       shirt
   with cuellotte         2           2500/-        2899/-      399/-    5,000/-
   machine
   embroidery
   Panel      shirt
   with cuelotte          2           1800/-        2299/-      499/-    36,00/-
   hand
   embroidery
   Cotton kurat in diff                        350/-         400/-       2100/-
   colours                       6
   Tops 6 in number     6                       400/-         650/-      2400/-

   Leather belts 5 diff          5              400/-         550/-      2000/-
   incolors
   Simple      belts  with       3              350/-         450/-      1400/-
   different buckles
   Lehnga            heavy       2             35000/-       55000/-    70,000/-
   embalishment
   Lehnga light wrok             2             25000/-       40000/-    50,000/-

                                                                        1,87,000



                              OUR OBJECTIVE

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

                                                                                   13
December 7, 2009                                                             ALLURE



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


                        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 POLICY
                           2009-2014

    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.


                                                                                          14
December 7, 2009                                                               ALLURE


       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: thecutting is than followed by stitching which can either be done by the
       in-house stitching unit .labels are also attached in this process.
       Finishing: the final phase is that of finishing in which every thngto 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)




                                                                                             15
December 7, 2009                        ALLURE


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




                          TRANSPOTAION
       SUPPLIER
                           COMPANIES




                         TRANSPOTATION
  MANUFACTURER




                           DISTRIBUTOR
   WEAR HOUSE




       RETAILOR
                            CUSTOMER




                                                16
December 7, 2009                                                                ALLURE




                                REFRENCES
                 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.




                                                                                              17

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BRAND LAUNCH PLAN

  • 1. ADVERTISING AND FASHION RETAILING PROJECT REPORT SUBMITTED TO: SIR. AKBAR ABBAS BANGASH SUBMITTED BY: HumaHafeez and Nokhaizzahra
  • 2. December 7, 2009 ALLURE 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. 2
  • 3. December 7, 2009 ALLURE TABLE OF CONTENTS Section I______________________________ pg 4 I.1 NAME OF BOUTIQUE I.2 LAUNCHING PLAN I.3 LAUNCHING DATE I.4 LOCATION OF BOUTIQUE I.5 ACTIVITIES I.6 MARKETING MESSAGE Section II_____________________________ pg 5-7 II.1 INTRODUCTION II.2 CONSUMER BUYING HABBITS II.3 FASHION FORECASTING Section III______________________________pg 7-16 III.1 INCOME LEVEL III.2 ADVERTISING/PROMOTION TACTICS III.3 FASHION PRODUCTS IN ALLURE III.4 PRICING STRATEGY III.5 FINANCIAL ANALYSIS III.6 OUR OBJECTIVES III.7 MARKETING SEGMENTATION III.8 TEXTILE POLICY OF 5 YEAR III.9 PRODUCTION PROCESSFLOW CHART Section IV_______________________________ pg IV.1 REFRENCES IV.2 EXECTIVE SUMMARY IV.3QUOTIONAIR 3
  • 4. December 7, 2009 ALLURE 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 25-40 We 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 4
  • 5. December 7, 2009 ALLURE INTRODUCTION It is a typical routine of a fashion designer to starts a boutique in either of a following arealike sportswear, beachwear, novelty items, vintage, T-shirts, dresses, tuxedos, shoes, handbags, accessories, lingerie, watches, sunglasses, and more. toPakistan 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 formnear 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’sCULTURE 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 5
  • 6. December 7, 2009 ALLURE 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 250000Rs 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 ahold 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 6
  • 7. December 7, 2009 ALLURE 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 Barriers 1. 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 grow Any 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 7
  • 8. December 7, 2009 ALLURE every two hours. But they have the condition that there slogan FM 91 should be on our pamphlets and banners. 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. QUANTITY COST TOTAL Radio - - - Internet 2 groups - - Banners 50 300/- 15,000/- Pamphlets 3,000 1.25/- 3,750/- 18750/- THROUGH EXIBITION LIST OF QUANTITY COST TOTAL THINGS KURTAS 35 350/- 12250/- QUESTIONATES 3,000 2/- 6000/- Hotel charges 3 days 1 hall 8000/- 24000/- Mannequins on rent 12 200/- 2400/- 44,650/- 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 KURTASof 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 8
  • 9. December 7, 2009 ALLURE Heavy formal wear Office wear Belts 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 QUANTITY COST PRICE PER MONTH - - Shop on rent 1 18000/- 9
  • 10. December 7, 2009 ALLURE - - Workshop at top flour 1 7000/- 25,000/- 2. FURNISHING COST: COST OF TOTAL LIST OF THINGS QUANTITY ONE Wooden chairs 4 5000/- 20,000/- Wooden table 1 5000/- 5000/- Glass slab 1 1300/- 1300/- Wall paint of two colors 2 2200/- 44,00/- Mirror 6into3 ft 2 2,700/- 5,400/- Labor for wall paint 2 1500/- 3000/- Labor of carpenters 1 1000/- 1000/- Hangers (6 FT) 4 400/- 1,600/- Mannequins 6 5,000/- 30,000/- Flour lamp 1 1,800/- 1,800/- Wooden tiles (6x6inch) 76 175/- 1,3300/- Try room (5x4ft) 1 7,000/- 7,000/- 1,02,800 3. REQUIREMENTS OF WORKSHOP: LIST OF THINGS QUANTITY COST TOTAL Woodean table for tailors 1 6000/- 6000/- 10
  • 11. December 7, 2009 ALLURE Sewing machine 2 4000/- 8000/- Wooden frames for 2 2500/- 5000/- embalishment(ADDA) Raw material(fabric) 1 roll (50m) Crinkle shaffon 2.5 meter 500/- Medium silk 2.5 meter 200/- 60,450/- raw silk 2.5 meter 850/- 12,500/- Jamawar 2.5 meter 400/- 1,06,250/- shafoon 2.5 meter 450/- 50,000/- 56,250/- 50,000/- EmbalishmentKora,Dapka,Katdana, Moti, Stones, Diomonties, Laces, Ribbons, Threads Metal, kudun 10 tolay 35000/- 35000/- 3,89,450 4. FIX PAY FOR WORKERS LIST NUMBER OF TOTAL PAY PER TOTAL PER WORKERS SESSION 8 hr WEEKEND Tailors 2 700/- each Approx 8400/- Karegar 2 500/-each Approx 7000/- 15400 POSITION REQUIRED SALARY PER SALARY PER QUANTITY MONTH ANUM PRODUCTION STAFF Tailor 24,200/- 2,90,400 Drafts man 9650/- 1,15,714 Iron man 14,00/- 16,800/- Dyer 5000/- 60000/- total 482914/- 11
  • 12. December 7, 2009 ALLURE ADMINSTRATIVE SALARIES Sales girl 1 6000 72,000/- Guard 1 5000 60000/- Sweeoer 1 2500 30000/- 1,62,000/- TOTAL BUDGET Cash out flow RENTS OF OUTLET AND 3,00,000/- WORKSHOP FURNISHING COST 1,02,800/- RAW MATERIAL 3,89,450/- PAY OF WORKERS 4,82,914/- ADMINISTRATION 1,62,000/- SALARIES ADVERTISING COST 44,650/- EXIBITION COST 44,000/- TOTAL 15,25,814 5. DISPLAY SAMPLES: We are displaying ready to wear dresses including party wear, casual Wear, bridal wear…..and different fashion accessories like belts, shoes etc. 12
  • 13. December 7, 2009 ALLURE Cash in flow Dress QUANTIT ACTUAL SALES PROFIT total (ready to Y COST PRICE MARGIN wear) Party dresses Evening gown 3 7000/- 8999/- 1999/- 21,000 Forak with heavy 2 5000/- 6599/- 1599/- 10,000/- embalishment A line shirt 3 2500/- 3299/- 799/- 75,00/- with trouser Long shirt with trouser 6 2500/- 2899/- 399/- 12,000/- hand embroidery Long shirt with cuellotte 2 2500/- 2899/- 399/- 5,000/- machine embroidery Panel shirt with cuelotte 2 1800/- 2299/- 499/- 36,00/- hand embroidery Cotton kurat in diff 350/- 400/- 2100/- colours 6 Tops 6 in number 6 400/- 650/- 2400/- Leather belts 5 diff 5 400/- 550/- 2000/- incolors Simple belts with 3 350/- 450/- 1400/- different buckles Lehnga heavy 2 35000/- 55000/- 70,000/- embalishment Lehnga light wrok 2 25000/- 40000/- 50,000/- 1,87,000 OUR OBJECTIVE NON FINACIAL OBJECTIVES To be among the top ten favorite brands To add new design in every season 13
  • 14. December 7, 2009 ALLURE FINACIAL OJECTIVES To maintain inflation growth To maintain our rates and getting enough profit so that we can easily get return of our investment 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 POLICY 2009-2014  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. 14
  • 15. December 7, 2009 ALLURE 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: thecutting is than followed by stitching which can either be done by the in-house stitching unit .labels are also attached in this process. Finishing: the final phase is that of finishing in which every thngto 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) 15
  • 16. December 7, 2009 ALLURE FLOW CHART REPRESENTATION OF CHANNELS WORKING IN PROCESS OF WHOLE PRODUCTION: TRANSPOTAION SUPPLIER COMPANIES TRANSPOTATION MANUFACTURER DISTRIBUTOR WEAR HOUSE RETAILOR CUSTOMER 16
  • 17. December 7, 2009 ALLURE REFRENCES 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. 17