The Apparel Group is a global fashion and lifestyle brand conglomerate residing on the crossroads of a modern economy - Dubai, UAE. The mercurial growth in the last 10 years has been by acquiring a host of world class fashion labels from around the world - Nine West, Tommy Hilfiger, Kenneth Cole, Aldo & Tim Hortons just to name a few. Today the group caters to thousands of eager shoppers through its 700 & more stores, employing over 6500 multi cultural staff in over 4 continents. Apparel believes in turning dreams in to reality and we give everyone - our customers, our stakeholders, our employees - an equal opportunity to do so.

2. The Apparel Group : Credentials

3. Apparel Group
VISION
To be the no. 1
Retailer Globally
MISSION
To operate 1000 stores globally by
2012, driving excellence through its
people by maintaining dedication &
commitment service to our customer
and community
VALUES
Integrity, Respect & Recognition, Passion for
Excellence, Working Together
DAILY PURPOSE
To Deliver 100% Customer Satisfaction

4. Apparel Group
Presence in
GCC, Eastern
Europe, India More than 675
and Far East stores
APPAREL
GROUP
More than
6500 multi
cultural staff

5. Leadership
Mr. Nilesh Ved – Chairman
Mr. Nilesh Ved, Chairman and Founder of Apparel Group, a leading retail
conglomerate headquartered in Dubai, graduated with a Bachelor of Science in
Business Administration from the Boston University.
Since his earlier days, Mr. Ved was highly influenced by the North American retail
environment and had a dream of bringing trendy fashion brands of the West to
the Middle East, a great opportunity to be explored in the burgeoning organized
retail market in the Gulf. Mr. Nilesh belongs to a family of successful
entrepreneurs and businessmen, who have established their strong foothold in
this region since 1904.
Mr. Nilesh is a member of MECSC- Middle East council of shopping centres, ICSC -
International Council of shopping centres, EO – Entrepreneur’s Organization, YPO
– Young President’s Organization.
He was also awarded Asian Raising Star of the Year Award from Asian Business
Awards Middle East.

6. Leadership
Mrs. Sima Ved – Vice Chairman
As Vice Chairperson of Apparel Group, a global fashion and lifestyle
conglomerate operating in fourteen countries with pool of contemporary fashion
brands, Sima Ved belongs to a unique visionary elite.
A University of Bradford MBA and a Business Management degree from the
prestigious Kings College London harnessed Sima's Business ingenuity.
Also a budding thespian, a board member of the Children's Hope Foundation and
an advocate for women's empowerment, Sima's 'Can-do, will do' approach to life
is testament to her success.
Amidst a busy lifestyle, Sima's taste and flair for literature saw her take over
the role of a weekly columnist for Gulf News tabloid, which she did with much
conviction. Sima’s latest achievement has been her own chat show on Tv.
Season 1 saw her interviewing celebrities like His Highness Sheikh Nahyan Bin
Mubarak Al Nahyan, Boman Irani, Zayed Khan, etc.
Owing to her contribution to social service, business and media she was
nominated and won the Emirates Woman Achiever Award.

7. Leadership
Mr. Govind Bharwani – President & Director
Mr. Govind Bharwani is the President and Director of the Apparel Group. In
his capacity as the Group’s Head of Operations, Mr. Bharwani oversees all
worldwide operational activities, brand acquisitions, global procurement
and global marketing. His strong marketing mindset and leadership abilities
have played an important role in shaping the Group’s customer-focused
orientation and creating a world leader in innovative and quality brands and
service.
His expertise in the retail industry includes strategic planning, management
leadership, marketing and development, revenue optimization and finance
management.
Mr. Govind is a member of MECS- Middle East council of shopping centres
since April 1, 2005, ICSC - International Council of shopping centres and is
also an active member of the DQA (Dubai Quality Award) Group.
He holds a MBA, Finance Major from the International University of Missouri
(1999), USA and a BCom (1989) from the Devi Ahilya Vishva Vidyalaya,
Indore, India. A voracious reader, he spends his leisure time immersed in
books and has a varied taste to his reading.

8. Senior Management :
Apparel Leadership
Neeraj Teckchandani - Chief Finance Officer & Director
Tushar Ved - Director
Kamal Kotak - Director
Sachin Banodkar - General Manager
Jitendra Bulani - General Manager
Siddharth Dixit - General Manager
Azim Mohammed - General Manager
Reena Bedi - Marketing Manager
Anindya Sundar Nath - Human Resource Manager
Suresh Muthuvadath - Information Technology Manager

9. Milestones
1999
Apparel signs with Nine West and opened its first store in Lamcy
Plaza Dubai
2000
11 Nine West stores at the end of the year
2001
Apparel signs with Aldo and launched the brand with 3 stores in 3
weeks time
Apparel launch prestigious Spanish brand Mango in India
2002
Apparel signs agreement with Dune, UK’s favorite brand for
footwear and accessories
2003
Apparel launched Naturalizer in the Region

10. Milestones
2004
Apparel launched Kenneth Cole New York, La Senza and Promod.
Apparel enters into Singapore, Poland and Jordan
2005
Apparel launched 8 new brands in the region including Skechers.
Apparel Opened 15 stores in Ibn Battuta Mall and 14 stores in Mall
of Emirates
2006
Apparel launched Tommy Hilfiger
Apparel enters into Russia with 4 brands and 16 stores.
Apparel gets ISO 9001-2000 Certification
2007
Apparel Launch Anne Klein
Apparel bagged Dubai Quality Appreciation Award and Dubai
Human Development Appreciation Award.

11. Milestones
2008
Apparel signs with Aeropostale
Apparel opens 24 stores in Dubai Mall
2009
Apparel launches Aeropostale
Apparel opens 20 stores in Bahrain City Centre
Apparel launches Brikenstock
2010
Apparel launches Garage
Apparel opens 14 stores Mirdiff City Centre
2011
Apparel launches Tim Hortons and opens 5 stores on the launch.
Apparel adds 4 more brands to the portfolio – New Yorker, La
Vien Rose, La Chateau & Cortifiel
2012
Apparel signs the Master Licensing Agreement with The
Children's Place from USA1

12. Our Focus – Fashion Lifestyle Living
Multi Divisions
Fashion Home Furnishing Food & Beverage
• Apparel •Furniture and homeware •Ice Cream parlor
• Footwear •Cafe & bake shop
• Accessories
• Beauty & Cosmetics

13. Segment & Geography Representation
Multi Segment
• Mid Market
• Bridge to Luxury
• Luxury
Multi Geographical Positions
• Europe & Russia
• Middle East
• Indian Subcontinent
• South East Asia & Far East

14. Apparel Brands

15. List Of Brands
675+ stores of International brands and growing …
Fashion Footwear Food Others
•Aeropostale •Aldo •Coldstone Creamery • Inglot
•Tommy Hilfiger •Ninewest •Tim Hortons •Aldo Accessories
•Kenneth Cole •Dune •Strandbags
•Basler •Charles & Keith •Freedom Furniture
•Jeanswest •Pedro •Booksplus
•Bench •Birkenstock
•Garage •Spring
•Motivi •The Athletes Foot
•Mango (India) •Skechers
•Promod (India) •Naturalizer
•Bebe (India) •THM
•Okaidi (India) •Shoe Studio
•La Senza (India) •AK Anne Klein
•MBT
•Moreschi
•Venezia
•Queue Up (India)

16. Retail Experience
•Integrated state of the art facilities
•Streamlined supply chain/logistics
•Strong relationship with Mall owners
•Trained & developed core team
•Excellent media relationships
•Online networking of stores

17. Awards & Recognition
Mr. Nilesh Ved with
His Excellency Shaikh Mohammed Bin Rashid Al
Maktoum
Vice President & Prime Minister of UAE and The Ruler of Dubai

18. Awards & Recognition
2003
•Marketing Campaign, Sahara
Centre Awards 2003 - Aldo
Sahara
2004
•Retailer of the Year, Sahara
Centre Awards 2004 – Aldo
Sahara
•Excellence in Customer Service
& Visual Presentation, Seef Mall
Awards
•Excellence in Advertising, Seef
Mall Awards

19. Awards & Recognition
•First International Multi Brand
Retailer to get ISO 9001-2000
Certification in G.C.C.
•First International Brand Retailer to
get Dubai Quality Appreciation Award
(DQAP).
•First International Brand Retailer to
get Dubai Human Resource
Development Award.
•First retailer to be nominated for
the best practice award

20. Awards & Recognition
2005
•Top Footwear Store, City Centre
Awards 2005 - Aldo
•Best High Street Retailer of year
Awarded by “Emirates Women” –
Nine West
2006
•Best Accessory Retailer, Sharjah
City Centre Award -Strandbags
•Best Service Performance Brand,
Dubai Service Excellence Scheme
Awards 2006 – Aldo
•Rising Star of the Year, RetailME
Awards 2006- Dune, London
•Business Excellence, RetailME
Awards 2006 - ALDO

21. Awards & Recognition
2007
•Dubai Quality Appreciation Award
•Dubai Human Development Appreciation
Award
•Top Footwear Stores, Deira City Centre
Awards 2007 - Aldo Deira City Centre
2008
• Entrepreneur of the Year –
Franchise India Awards
•Young Business Achievers’ Award –
Ahlan Masala
•Best Charity Initiative (
Corporate) Award – Ahlan Masala

22. Awards & Recognition
2009
•Superbrands Awards for ALDO, NINE WEST, BALLY and
BOOKSPLUS

23. Awards & Recognition
2010
•Dubai Quality Award Programe, certification for Business
Excellence
• Dubai Service Excellency Award for Best Customer Service
Store – Charles & Keith
• Franchise Operator of the Year at the Retail City Awards – Cold
Stone Creamery
• International Gold Award – La Senza India
• Beauty Awards – Inglot India
• 4 top positions in Asia – Promod India

24. Awards & Recognition
2011
•Dubai Service Excellence Scheme- Best Service
Performance Outlet -Inglot –Naturalizer, Cold
Stone Creamery.
•Most Admired Retailer Of The Year - Retail ME
Awards - Club Apparel
•Top Dollar Club - Mall of Emirates / Dubai Mall
2 and Villagio- Cold Stone Creamery
•Highly Commended For the Category of
Innovation in Retail - 2011 - Retail City Awards -
Club Apparel
•Golden Spade – 2011 – Hyatt Plaza/ Ajman City
Centre and Mall of Emirates- Cold Stone
Creamery

25. Awards & Recognition
2012
•Best retail footwear store – MOE Brikenstock
•Best customer service - Dune

26. Corporate Social Responsibility
•Donation of AED 1
million to Dubai Autism
Centre
•Releasing more than 15
Full page ads for creating
awareness of Dubai
Autism Centre
•Children Painting Competition for
creating awareness for Dubai Autism
Centre
•Merchandise donation to SNF
(Special Needs Family) charitable
organization

27. Corporate Social Responsibility
Dubai Terry Fox Run – Participating Corporate
•AIDS Awareness and
Fundraising
•Donation to Safe & Sound
campaign through Nine West –
9% of sales donated to the
cause of fighting Breast Cancer
•Blood Donation camps in
association with the Health
Ministry
•Transition in progress from
plastic to paper bags through
out the brands

28. Why Apparel ?
Focused Retailer
Relationships Key Malls Owners
Customer Focus
Market Knowledge
• Market Intelligence
• Excellent Media Relationships
Innovative Marketing & Aggressive Brand Building Campaigns
Strong Sales & Operations Team
Streamlined Supply Chain
People Strength

29. Apparel Group – Headquarter

30. SWOT ANALYSIS – APPAREL GROUP
WEAKNESSES
• Certain Product Range Not suitable
(Seasonal)
• Current economic conditions
STRENGTHS OPPORTUNITIES
• Customer Focus • Location advantage –
• Market Knowledge Performance as Hub
• Relationships with Key • Product differentiation and
Malls Owners diversification
• Market Intelligence • Expansion of product portfolio
• Excellent Media • Adopt international laws and
Relationships norms
• Innovative Marketing • Impulse shopping is creeping
• Aggressive Brand ahead
Building Campaigns • Planned purchase
• Sales & Operations • Market conditions back in
Team action.
• Streamlined Supply • Changing market conditions/
Chain exploring
• Human Resource • new markets
THREATS
• Strong local and International Brands
• Being out priced and outpaced
• Top of the mind recall for existing domestic and
international brands

31. Apparel Group Supply-Chain
Countries AG imports from
AG Central Distribution centre
Apparel Group Imports from 25 countries

32. Import Import Structure:
Structure
UAE

33. Marketing
•Redefining marketing innovations
•Single largest spender in advertising
•Effective campaigns and promotions

34. Marketing
GCC -
Nationals
Asian Arab -
Expats AUDIENCE Expats
Western
Expats

35. Marketing – Consumer Touch Points
TV
Press Radio
Mall
Collateral
Entrance
360°
Campaign
Internet Outlet
Mobile Car Park
Outdoor

36. Kenneth Cole launch

37. Tommy Hilfiger – Launch

38. Aeropostale – Grand Launch

39. Aeropostale – Grand Launch

40. Aeropostale – Grand Launch (Scaffoldings)

41. Aeropostale – Grand Launch (Hoardings)

42. Aeropostale – Post Launch (In Mall)

43. Tim Hortons – Grand Launch
The Tim Hortons chain was founded in 1964 in
Hamilton, Ontario, Canada. The chain's focus
on ’Always Fresh’ coffee and baked goods,
freshly prepared home-style lunches, value,
great service and community leadership has
allowed it to grow into the largest quick service
restaurant chain in Canada. Tim Hortons has
3,811 system-wide restaurants, including 3,189
in Canada and 622 in the United States.
Grand Launch in UAE : 5 stores
launched in 1 day 7th Dec 2011

44. Tim Hortons – Store Looks

45. Tim Hortons – Grand Launch
HE. Hamad Buamim, Director General of
Dubai Chamber inaugurated Diera City
Centre at 8: 30 am
H.E. Kris Panday, Canadian Consul
General in Dubai inaugurated Sheikh
Zayed Road at 11am

46. Tim Hortons – Grand Launch
H.E. Ken Lewis, Canadian Ambassador
inaugurated Mushrif Mall – Abu Dhabi
at 3pm
H.E. Sheikha Lubna Al Qasimi,
Minister of Foreign Trade
inaugurated JBR at 7pm…The
Grand Finale!

47. Tim Hortons – Grand Launch (Live Radio)
Chanel 4, Radio 4,Al Rabia,Radio
Spice, Suno Radio have LIVE links
from all locations, adding
excitement!

48. Tim Hortons – Grand Launch
Timbits Ice Hockey players &
Canadian Mounties add to
the Canadian Touch!

49. Tim Hortons – Grand Launch (Outdoor)

50. Tim Hortons – Grand Launch (Media)

52. Club Apparel
• Club Apparel Loyalty Programme is based on Near Field
Laser system ( NFL)
• The grand launch of the loyalty programme was on 23rd
May 2010.
• Since its launch, we have 600,000+ active members
registered under the programme
• As of today, 40% of the total transactions are done by Club
Apparel loyal customers
• 1st ever card less loyalty programme in the region

53. Club Apparel

54. Club Apparel

55. Club Apparel

56. Market Overview

57. GCC Demographics
DEFINING THE REGION / MARKETS
GCC
• Kingdom Of Saudi Arabia
• United Arab Emirates KUWAIT
BAHRAIN
• Kuwait
QATAR
• Qatar
KINGDOM OF
UAE
SAUDI ARABIA
• Bahrain OMAN
• Oman

58. GCC Demographics
The Region and The Retail
“With it’s high per capita income of a growing middle
class, the GCC is fast becoming one of the prime spots on
the global retail map, offering huge potential for
existing players as well as for newcomers”
• Over 200 retail developments planned in the next five
years.
• GCC is generating a current account surplus of over 30%
of GDP
• G.C.C. as a single entity would have ranked as the
world’s sixteenth largest economy
• By 2030, the economies of all Gulf countries will
represent the sixth largest economy in the world, with
an annual income of $1 Trillion

59. GCC Demographics
MARKET DEMOGRAPHICS – United Arab Emirates
45 +: 12 %
0 - 14 : 25 %
United Arab
Emirates
25 - 44: 38 %
15 - 24: 25 %
Population by Age Group
Others: 4
% UAE Nationals : 19 %
Total Population : 8.26 million Arab Expats : 16
%
M: 69 %; F: 31 %
Population growth rate : 3.28 %
Literacy : 78 % Population by Ethnic Group

60. GCC Demographics
MARKET DEMOGRAPHICS - KUWAIT
45 +: 16 %
0 - 14: 27 %
Kuwait
25 - 44: 34 %
15 - 24: 23 %
Population by Age Group
Others: 7
%
Asian: 9 %
Kuwait Nationals: 45
%
Total Population : 3.5 million
M: 60 %; F: 40 %
Population growth rate : 1.99 % Population by Ethnic Group
Literacy : 93.3 %

61. GCC Demographics
MARKET DEMOGRAPHICS - QATAR
45 + : 13 % 0 - 14 : 23 %
25 - 44 : 36 %
15 - 24 : 28 %
Qatar
Population by Age Group
Others: 1
%
Asian : 23
% Qatar Nationals :
30 %
Total Population : 1.7 million
M: 61 %; F: 39 %
Population growth rate : 0.81 %
Population by Ethnic Group
Literacy : 89 %

62. GCC Demographics
MARKET DEMOGRAPHICS - OMAN
45 + : 11 %
25 - 44 : 23 %
0 - 14 : 42 %
Oman 15 - 24 : 24 %
Population by Age Group
Others : 1 %
Oman Nationals: 55
Total Population : 3.4 million %
M: 60 %; F: 40 %
Population growth rate : 2.02 % Arab Expats : 14
%
Literacy : 81.04 %
Population by Ethnic Group

63. GCC Demographics
MARKET DEMOGRAPHICS - BAHRAIN
45 + : 14 %
0 - 14 : 28 %
25 - 44 : 32 %
Bahrain 15 - 24 : 26 %
Population by Age Group
Others: 1
%
Asian: 19 %
Total Population : 1.05 million Arab Expats: 17 Bahrain Nationals: 63
% %
M: 56 %; F: 44 %
Population growth rate : 2.81 %
Literacy : 86.5 % Population by Ethnic
Group

64. GCC Demographics
MARKET DEMOGRAPHICS –SAUDI ARABIA
45 + : 12
%
25 - 44 : 33 0 - 14 : 38
% %
15 - 24 : 17
Kingdom of %
Population by Age Group
Saudi Arabia
Others : 1 %
Asian : 11 %
Arab Expats: 10 %
KSA Nationals: 78 %
Total Population : 28.69 million
M: 55 %; F: 45 %
Population growth rate : 1.53 % Population by Ethnic Group
Literacy : 78.8%

66. GCC Demographics
Statistics KSA UAE Oman Kuwait Qatar Bahrain
Total Population
28.69 (Million) 8.26(Million) 3.4(Million) 3.5(Million) 1.7(Million) 1.05(Million)
(current)
Population Growth Rate 1.53% 3.28% 2.02% 1.99% 0.81% 2.81%
Male: Female 55:45 69:31 60:40 60:40 61:39 56:44
Age Grp 0 - 14 yrs 38% 25% 42% 27% 23% 28%
Age Grp 15 - 24 yrs 17% 25% 24% 23% 28% 26%
Age Grp 25 - 44 yrs 33% 38% 23% 34% 36% 32%
Age Grp 45 yrs + 12% 12% 11% 16% 45% 14%
GDP Per Capita ($) $25,345 $36,176 $18,657 $37,848 $76,167 $20,474
Recent Inflation (%) 5.30% 2.50% 3.50% 3.60% 3.00% 2.50%
Average Income Tax
2.50% 0% 0% 0% 0% 0%
Rate (%)
VAT (%) 0% 0% 0% 0% 0% 0%

67. Market Specific Legal Requirements
Alcohol,
cigarettes and sex
are not advertised
or publicized.
Prints relating to
them are avoided.
KSA is strict on
the images used
for advertising Skull prints are
and have set not allowed.
regulations for
the same.
Goods
manufactured in
Israel are not
allowed for
import.

68. Prohibited Signs
Symbols Meaning Kingdom of Saudi
Arabia
Witch Sign or Moon Sign. Used to salute
the rising moon.
Cross of Nero or Peace sign. Another sign
that mocks the cross of Jesus.
Star and Crescent. Witchcraft uses it the
way shown & Satanism turns it in the
opposite direction.
Scarab Beetle. Dung beetle-Egyptian
symbol or reincarnation. Worn by occultists
to show they have power.
Horned Hand. The sign of recognition
between those in the occult.
Swastika or Sun Wheel. Ancient religious
symbol used long before Hitler came into
power
Udjat or all seeing eye. One of few symbols
referring to Lucifer (king of hell) whom it is
thought will pass judgement
Goods of Israeli origin or Hebrew
writing/signage

69. Prohibited Signs
Picture Explanation Kingdom of Saudi
Arabia
KIDS - Bare naked babies
KIDS - Girls Bare Legs
Images of Pork or Pig.
Absolutely no pig leather can be imported
in. No mention of the word pig on any
documents. If the material is synthetic pig
(PU) please specify material as synthetic.
Garments and Accessories printed with
images of Human resemblance,
Celebrities/Caricatures and Obscene
wordings.
MEN & WOMEN together in a group

70. Consumer Choice
Regional Preferences
Imported Brands
Store Locations
Local Brands
Consumer
Many factors affect the consumers purchasing decision
from brand name to style to store location to price.
So how do the competitors position themselves?