Amir Adnan Personal Personalty Information

Amir Adnan is ranked among the big and top names in the List of Pakistani Fashion Designers. He is a popular Pakistani fashion label for men and women. Amir Adnan is an IBA Graduate and is a proud recipient of the Pride of Performance Award bestowed by the Government of Pakistan

Amir Adnan Biodata Information

1990 saw the evolution of men’s fashion in Pakistan when Amir Adnan, a business graduate by profession, stepped out to realize his own individual style, at the same time translating it to the demands of a frustrated market.

Amir Adnan Special Effort and Career Value

From classical to contemporary, ties to turbans and from designing couture for Pakistan’s President Pervez Musharraf to India’s PM Vajpayee, Amir Adnan aims at softening boundaries, playing up to the synergy that exists between cultures and generations.

Amir Adnan Designer Menswear Label Sherwani and Kurta Karhai

Amir Adnan is widely credited with re-introducing the Sherwani into modern fashion, and known as Pakistan’s first international menswear label. His mission was to revive the Sherwani, the traditional long coat, which was buried with the lords and maharajas of yesteryear. Currently, Amir Adnan is the largest enterprise of designer clothing in Pakistan, and caters to an upper-class clientele.

Amir Adnan Life History

Amir Adnan is more famous for Men’s dress designing; he is one of those Fashion designers who work very hard in establishing the Men’s Fashion in Pakistan.

Amir Adnan Bridal Fashion Wear

Designer Amir Adnan had recently been added to the list of Pakistani Bridal Wear Dress designer as well with his new brand Funk Asia.

In in this post we present a list of dazzling and unbelievable pics collection of Amir Adnan with wife and friends that will take your breath away. We are quite sure that you will love this post

INTRODUCTION & HISTORY

From ties to turbans, from traditions to urban

appeal, enjoying 15 years as Pakistan's

leading menswear designer, Amir Adnan's

line of products is fast translating to the taste

of multicultural groups. He is the leading

menswear designer that provides best quality

products and services to its customers. Amir

Adnan has a wide and exclusive range of products.

Amir Adnan has 10 outlets throughout Pakistan and across the

world. Out of these ten outlets, five are in Karachi located at

posh areas. These outlets are at Park Towers, Zamzama, KDA

and Dolmen Mall. There is a factory outlet in Korangi Industrial

Area, Karachi, as well; two outlets are in Lahore and one in

Islamabad. Internationally, Amir Adnan is in Dubai and USA.

Amir Adnan started his journey of designer wear 15 years ago

opening his first outlet in 1990. At that time, they only had a

variety of ties. 1990 saw the evolution of men's wear fashion

in Pakistan when Amir Adnan, a business graduate by

profession, stepped out to realize his own individual style, at

the same time translating it to the demands of a frustrated

market. The need for a simple necktie took him to Italy where

he trained and returned with an ingenious approach to

reconstructing this basic accessory. In 1992, he designed his

first range of jeans, conventional denims block printed with a

hint of ethnicity and launched them in America. The

juxtaposition of two seemingly heterogeneous cultures set the

international market on fire.

Adnan began researching the different dimensions of his

newly found passion, and in 1994, realized that fashion to him

would not be about modernizing culture but more about

making one's identity known. His mission was to revive the

Sherwani, the traditional long coat, which was buried with the

Lords and Maharajas of yesterday. 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.

Amir Adnan is a small manufacturing concerns producing

approximately 200 different items of branded men’s wear a

day. The daily production varies from casual daily wear, formal office attire to heavily embellished formal or grooms

wear. While experimenting with diffusion to fit the demands of

a contemporary market, the name of Amir Adnan has always

been associated with quality and elegance, their forte deeply

rooted in traditionalism.

Amir Adnan, the name behind the label, supervises the entire

team of designers to maintain standards. After making his

mark in the Pakistani market, he has now taken his company

into the international market with carefully designed exports.

Amir Adnan is the first company to step out with up-market,

high quality couture, produced in small and exclusive volumes.

Today, almost a decade later, Amir Adnan's design philosophy

has evolved clearly, making itself permanently on the map. His

is the largest enterprise of designer clothing in Pakistan.

We'll be focusing on the outlet located in Park Towers, Karachi

OBJECTIVE

"To be a global leader by providing maximum satisfaction

through our products and service

Features of Amir Adnan's Productsn Amir Adnan's main forte is hand embellishment, using finesilk or metal thread and incorporating precious and semipreciousstone, sequins, beads and other items ofornamentation to give every ensemble an unmatchedexclusivity.n The method of embroidery, 16-18 stitches per inch is used inall products, providing a neater, flatter and stronger seam.n All products are equipped with pearl stitch buttons for abetter look and durability.n A wide assortment of fabrics is used for both local andinternational markets, chosen for both suitability and style.The choice of fabric is theRETAIL FORMATStore LocationAmir Adnan's outlet is at the ground floor of Park Towers. Itslocation in a shopping mall ensures existing mall traffic. The mall has large parking area and a clean environment. Theoutlet of Amir Adnan at Park Towers is rental. The customerflow on weekdays is 5 to 10 customers whereas on weekendsit's 10 to 15 customers. The ratio between potential customersand browsers is 40% to 60%.Type of StoreAmir Adnan has two store formats. One is by ownership andanother by merchandise category.a) Independent Store FormatBy ownership, Amir Adnan is an independent store formatsince Amir Adnan owns all outlets.

b) Specialty StoreBy merchandise category, Amir Adnan is a specialty store.Amir Adnan's merchandise is narrow in product line butwith a good depth. They specialize in couture products

RETAIL IMAGE MIXThe retail image mix of Amir Adnan is as follows:a) Employee Type and DensityAmir Adnan has four employees working at their outlet.Out of these four employees, one is the manager. Theyprovide on-job training to the salesperson under theguidance of the outlet manager. Salesperson at AmirAdnan's outlets usually speaks English, Arabic and

Urdu. The dressing of the employees is formal.Salesmen are not allowed to wear casual clothes at theoutlet. The educational criterion in hiring of salespersonis at least Intermediate.b) Merchandise Type and DensityThe category of the merchandise is basically clothing formen. The merchandise range varies from ties tosherwanis. They also have a variety of shalwar kameezfor kids ranging of ages 1 to 14. A complete range ofmen's clothing is available in all sizes. All theirmerchandise is on display in all available size.

c) FixturesThe exterior and interior of Amir Adnan's outlet is veryattractive and appealing. The entire outlet is carvedwooden work, which adds a unique and exclusive flavorto the outlet. The outlet has mannequins for displayingmerchandise.d) Sound Type and DensityThe type of music played in at Amir Adnan's outlet is verypleasing and soft to the ears.

e) Odor Type and DensityThey have air fresheners to maintain a pleasant and freshodor in their outlet.f) Visual Type and FactorsThe lights in the outlet are bright yellow and the colorshades used in the shop are extraordinary. The distinctivewooden work adds more value to the architecture of theoutlet. In fact, the entire outlet is one of its own kind.

Visual visionAL MERCHANDISING

Amir Adnan's visual merchandising is very appealing whichhelps in converting the passerby to a browser with aneffective window display and then a browser to a spender.Amir Adnan enhances the shopping experience by providingthe right ambience. The combination of fixtures, colors,display presentations, graphics, lighting and the entiretheme creates an everlasting image of the store. Thevisuals of the shop help inform the customer of latestarrivals in the store.

Shop displayDISPLAYS

Amir Adnan's displays include exterior and interior displaysof the outlet. All the merchandise is on display, therefore,displays at Amir Adnan play a significant role and attractand help customers to make their buying decision. AmirAdnan has the following displays at its outlet:a) Window DisplaysAmir Adnan has an exclusive window display with closedbackdrop. The displays are organized following theseasonal theme.b) Freestanding or Island DisplayThe freestanding displays at Amir Adnan display the latestarrivals at the store. They change displays after every twodays. There are three mannequins in the outlet.c) Cascade / Waterfall DisplayCascade and waterfall displays at Amir Adnan are presentin the entire store. Almost all the merchandise is displayedin this fashion.

Store atomsopher

a) ExteriorAmir Adnan's outlet's exterior is made of wood and is very

attractive. The unique architectural façade of the outletcreates a distinct identity for itself. The exterior of the sis handled by the marketing department of Amir Adnan. Itchanges every 2 to 3 months.b) SignageThe signage of Amir Adnan itself is an identity of thebrand. Amir Adnan uses his own signature as a logo.c) InteriorThe interior of the store consists of mannequins, fixtures,aisles, lighting and forms. Its interior allows customers tofreely move in the outlet and view all product offerings.

Space Mix

Amir Adnan's outlet has been planned in such a way that itoptimizes the selling area, presents the merchandise andminimizes the non-selling area, which includes circulationspace and trial room.The area mix of the outlet is 60% selling area and 40%circulation area and trial room.Staple GoodsStaple goods are the Unique Selling Proposition (USP) of thestore. Couture wear is the staple good at Amir Adnan kept atthe central and deeper ends of the store. Turbans andkhussas are accessories that are sold with couture wear.Convenience GoodsConvenience goods at Amir Adnan are kameezes andkurta shalwars.Impulse Purchase MerchandiseImpulse goods at Amir Adnan are ties, shirts and kurtis.

Retail Space ManagementAmir Adnan believes effective retail space management is akey to success. The retail outlets of Amir Adnan haveattractive windows and enticing entrances, which induces thecustomers to enter the outlet. They have a well laid-out retailfloor design.Their floor design enables a smooth and efficient customernavigation within the store. The marketing team at Amir Adnandecides which products should be displayed. The manager ofthe store is responsible for space management.Layout and Circulation PlanThe store layout is herringbone.Floor Space ManagementThe floor of Amir Adnan is divided into two sections. Onesection of the store constitutes kameez shalwar for children,

kurtis, ties, shirts and some kameez shalwar for men.The price range of all these products varies from Rs. 990 toRs. 5,000. The second section constitutes couture wear,kameez shalwar with embroidery and stoles, turbans andkhussas. The price range of the products of this sectionstarts from Rs. 5,000 to Rs. 800,000. The layout of the AmirAdnan is such that the customers are eventually directed tothe exclusive section.They judge performance of the floor sales and customers’feedback. The inventory turnover is approximately over80 - 85%.If they want to increase the sales of a particular product,which is new or not being sold, they place it in the center ofthe shop to attract customers.Hot Spot, Warm Spot and Cold Spot AnalysisThe hot spot of the outlet is the men's formal wear sectionof the store whereas the warm spot of the store is thecasual section. The cold spot of the outlet is the section ofkids' garments.

Merchdasing

Amir Adnan satisfies every customer's need by providing themthe right product in the right place, in the right quantity, withthe right quality, at the right price, with the right mix of sizes orvariants at the right time. Since it is concerned with apparelmanufacturing, Amir Adnan has to plan regularly to meet thefashion trends and to obtain competitive edge over otherindirect competitors like Junaid Jamshed, Kurta Corner, etc.While planning for the right merchandise, Amir Adnan has toconsider factors like sales, margins and stocks of hisproducts, consumer demands, availing trends and itscompetitors. This would help them not only to be aware of thelatest trends but also to have a product differentiation that canlead them to attain higher margins.Higher turn over of about 80-85% usually demands a higherre-order rate, because they are sold very frequently. As theyhave expensive products, it is not suitable for them to stock alot of quantity of the same item or designs e.g. if they maketoo many kurtas of the same design and quality it would ruintheir exclusivity, and would also increase their carrying costwhich would lower their margins. On the basis of assortment planning, they have open-to-buy planning.

Amir Adnan is providing e-commerce facilities as well; theyreceive orders from abroad, which also requires a plannedprocedure for ordering, as well as for the fulfillment ofoverseas customer demands.As the outlets of Amir Adnan are facing shortage of space,whenever they come up with a new design, they send that tothe outlet while the ones that are not popular are sent back tothe factory. In this way, special attention is given to the merchandise planning as to which products are sent to the outlet and which ones are sent back to the factory.

a) Hierarchy

The hierarchy at Amir Adnan is categorized under:

n Sherwanisn Kurtasn Turbansn Tiesn Shirtsn Kurta Shalwern Ladies Bridaln Pretn Kids Kurta Shalwerb) Buying FunctionAmir Adnan follows an open-to-buy plan, which helps themto project and control future buying so that sales meetanticipated demand. Even so, the demand of products isgreater than the supply. OTB helps them to have an idealamount of raw materials. A back-up plan is also available ifthere is any delay in the delivery of the required materials.Their planning differs according to the season. Thehighest sales are during the month of December as it iswedding season and with changing trends, April, Mayand June are now busy months too. So Amir Adnancomes up with the most unique designs of sherwanis aswell as a wide variety of turbans.They have monthly forward sales planning which helpsthem to respond to changing trends.

c) Markups / Mark downsAmir Adnan does not have any concept of markdowns.They only have markups in order to arrive at a maximumretail price which is the reason of their long credibility inthe market. Another reason to charge high markups isthe 'label'.d) ShrinkageThey have frequent internal shrinkage. Customers are notin the position to steal such big tangible items, so it'susually the employees who are committing this act. Theirshrinkage is of a very nominal amount, so it does notaffect the net profits in a significant manner.Supply chain managementThey have an integrated process where every activity is linkedin such a way that it satisfies customers on time. Elements ofsupply chain are:Pre-Purchase Order (PPO) and Purchase Order (PO)Amir Adnan has pre-purchase orders (PPO) for the wholeseason as soon as they plan for future stocks. When aconfirmation is received about the stock they require, then apurchase order (PO) is issued .Vendor ManagementAmir Adnan himself buys the material he uses and has differentvendors for different types of materials. They basically buy inbulk. They purchase materials at a lower cost and utilize themwhile manufacturing and charge a higher return on that. In thisway they are able to get more margins on their products. Mostof the time they produce the materials from internal sources,which again decreases the manufacturing costs.They also have the Internal Transfer Mode system that helpsthem to re-order the materials that are mostly in use. Thisprocess eliminates documentary exchange and thus aims atachieving just-in-time inventory.Warehouse ManagementAmir Adnan does not have a warehouse but they have astorage facility where they keep all the materials and SKU's.They perform quality control checks. Activities like storing,docking, preparing goods and transporting the merchandiseare carried here.a) Goods Received Note (GRN)At Amir Adnan's storage place they have the facility ofGRN, which ensures that the fixed amount of stockshave been received after being checked and matchedwith the purchase order, and then ensures the paymentto the vendors by the accounts department. Everyproduct has bar coding.b) Inter Transfer NoteAt Amir Adnan's retail outlet every time fresh stock issupplied, an Inter Transfer Note is issued. This receipthelps the management to check if the desired stock hasbeen transferred properly without any damage.

c) TransportationThey have their own transportation system, whichminimize transportation costs.d) Material Handling EquipmentBeing an apparel-manufacturing firm, Amir Adnan'sstorage place is fitted with equipment like hangers for theirfinished goods e.g. sherwanis, kurta shalwars, etc.Retail marketing strategicsAmir Adnan has been able to create its brand name by thehelp of loyal customers. Their brand name is enough tocreate footfalls in their store. They have hired convincingsalespeople to make sure that they are able to convert mostbrowsers into buyers.a) BrandingThe Amir Adnan brand name is recognized and acceptedall over the world. Amir Adnan has managed to build itsbrand by the help of a very well defined merchandisecategory which caters to men as well as women, value formoney prices, and also by promoting the newest trends.Amir Adnan's competitive advantage is that they have beenworking for over fifteen years now, and they have created avery well respected and recognized brand name forthemselves. They believe that their brand name is a verystrong force to attract customers to their outlet. They believein defining their target market right from the beginning. Notonly that, but after defining their target market, they havenow been able to expand their market to a wider range,because of the confidence of the previously attainedcustomers. Amir Adnan is able to provide value propositionto their customers by the help of their state-of-the-artembroidery and material. As quoted by Mr. Amir Adnanhimself, "I take exquisite elements of our culture andsynchronize them on modern silhouettes-while ensuring thatthe price points back at the product!" So, giving thecustomers value for their money is a top priority for AmirAdnan. Furthermore, they believe that by creating a strongbrand name in the minds of the customers, they are able tocreate a distinct image of their brand in their minds.b) PositioningAmir Adnan has positioned itself as the market leader inproviding their customers with quality apparel, withtraditionalism being their forte. Amir Adnan is the firstPakistani company to step out with up-market, high qualitycouture, produced in small, exclusive volumes. By openingdifferent outlets in the posh localities of Zamzama andPark Towers, they have been able to cater to their targetmarket conveniently, as they believe that the convenienceof the customer is very important. Their employees alsoportray the image of a very well managed and customerfriendlyorganization.They have made sure that whenever customers enterone of their outlets, they are able to feel the unique

ambience and standards of Amir Adnan. They havepositioned themselves as trendsetters as far as men'swear is concerned.c) Retail Marketing MixThe retail marketing mix of Amir Adnan is as follows:Product OfferingThis refers to the product mix that the store retails forcustomers after a careful study of what their needs andwants are. Amir Adnan offers different products withSherwanis being their specialty. They also have Kurtas,Casual Shirts, Kurtis, Khussas, Turbans and Ties. Theyalso design female bridal wear on orders, but they havenot included that in their current outlets. Huma Adnan, whois the wife of Mr. Amir Adnan, plans to open up an outletsoon, which would showcase her female bridal wear.PlaceAmir Adnan has made sure that the location of theiroutlets caters directly to their target market. They openedup their first outlet at Zamzama, and then opened up inPark Towers, Dolmen Mall and also one in K.D.A. Theyhave also opened up outlets in Lahore and Islamabad,and are also catering to customers outside the country.PricePrice is an important element in the marketing mix ascustomers are very price-sensitive. The pricing followed atAmir Adnan is Maximum Retail Price (MRP) and they havea very high mark-up on their products, which is justified bytheir top-quality products. The price of their productsranges from Rs.990 - Rs.800,000.Promotions and EventsThese help the store to achieve its short-term goals. AmirAdnan does not indulge itself in a lot of promotional eventsas such. They decorate their outlets on the occasion ofBasant by putting up kites and bright ribbons to give it afestive look. On Valentine's Day, they make sure that brightred color is displayed all over their outlets. They even dresstheir mannequins with bright and red colored clothes. Otherthan this, they do not have any kind of billboards as suchanywhere around; they only have banners within or outsidetheir outlets. They truly believe in word-of-mouth.PeopleThere are two kinds of people as far as the retailmarketing mix is concerned: People to serve (customers)and People that serve (employees). The employees atAmir Adnan are provided with on-job training, and all arehelpful and dedicated. They portray the right image of alloutlets that is of an organization promoting the newestfashion trends during all seasons. They mostly cater topeople in the A and B class of the society, and by givingthem their value for money every time they purchasesomething from Amir Adnan they have managed to

capture very loyal customers over the past 15 years.

PresentationPresentation is the way products and services are groupedand presented in a retail store. Such presentation shouldconform to the store's positioning and customer profile. AmirAdnan considers presentation to be extremely important anddisplays its merchandise in adequate splendor by the help ofracks and mannequins. They pay special attention to theoverall look of the store, which also helps them to presenttheir products in a much more fashionable way.d) Direct MarketingDirect Marketing enables retailers to establish personal contact with the customer. The retailers can then have adatabase of buyers along with their buying occasions andpreferences. Amir Adnan manages a whole database oftheir customers, which further helps them to contact theircustomers whenever they come up with a new product.They also provide their loyal customers with discounts.The different types of direct marketing are:Catalogues and Mail OrderAmir Adnan has its own in-house fashion magazine knownas "High". They display all their new products andinnovations in that magazine. It is not for sale, but customerswho spend more than Rs.5,000 at their outlets are given afree copy so that they can scan through the new productsand designs on offer and purchase accordingly.TelemarketingTelemarketing is a very effective way to promote newproducts. Amir Adnan does not have a telemarketingdepartment as such, but they make sure that everydepartment calls up their own clients to tell them abouttheir new products. All salespersons are responsible formaking their own calls to their customers and to find outabout any discrepancies in their purchased products.

Electronic RetailingTheir website (www.amiradnan.com) has been operatingand electronically receiving orders for the past couple ofyears now, but they are not satisfied with the overlook lookof it. They plan on improving and re-launching theirwebsite very soon.AdvertisingAdvertising in retail involves both above-the-line and belowthe-line communication. Previously, Amir Adnan used tospend a lot of its income on advertising by putting up printads in different fashion magazines. But now they onlyadvertise in their in-house magazine, and also throughbillboards put-up in their outlets. They also rely heavily onthe word-of-mouth form of advertisement.

The various forms of advertising are as follows:a) Point of Sale (POS) AdvertisingPOS advertising is itself a form of a communication mediumas it can be done within the store, in the form of materialsand activities. POS materials and activities include festoons,buntings, posters, displays etc. that can be used within theretail premises. At Amir Adnan, they have different billboardsputup at their entrance and around their outlet, whichshowcase the newest and trendiest designs, worn byattractive models. These billboards are prepared by theMarketing Department, and are changed every month. In thedesigner-wear industry of Pakistan, Junaid Jamshed is theleader in POS selling, whereas, Amir Adnan has about 30-40% of the whole market share.b) Sales PromotionSales promotions are done with special communicationand displays. They are meant to immediately attract thecustomer's attention as soon as he or she enters thestore. At Amir Adnan, as soon as a new product islaunched, the mannequins are dressed up in the product.This helps them effectively as customers can have arealistic view of the product.c) PublicityPublicity is the non-paid advertising mileage that a retailorganization gets through free write-ups in media aboutthe store's latest arrivals, sales promotions or any eventthat the store or brand has organized to achieve its salesobjectives. Amir Adnan has managed to get a lot ofreviews and write-ups in all leading magazines andnewspapers of Pakistan. They have even gotten reviewsfrom the Dubai-based newspaper, Khaleej Times.d) Personal SellingSales and service personnel in a retail organization are itsambassadors and communicate the value proposition ofthe entire store. The employees at Amir Adnan are veryco-operative and friendly, as they go out of their way toprovide the very best customer service. Their employeesare specifically trained to talk to the customers in such away that their interaction is friendly and effective and arealso able to sell their product without many problems.They manage to keep the customer engaged in the outlet. and they keep on suggesting new designs or different cutsthat might suit that particular customerReserchAmir Adnan has a Research and Development Departmentwithin their Marketing Department. They conduct differentsurveys and researches on a new concept and check thefeasibility of a particular product. Factors such as thecost/pricing of the products, the materials to use, etc. are alsokept in mind while conducting such researches and surveysso that they are able to meet the customer's needs.

E-TalingThey have their own website (www.amiradnan.com), whichhas been operating for quite some time now. The websitereceives orders, which are sent to the company for tailoring.The main challenges faced by Amir Adnan are that thecustomers can only see an online picture of the product.He/she cannot feel the material, or see the detailedembroidery. However, having customers purchasemerchandise online has its advantages. They don't have to bebothered about keeping many SKU's, as the order is directlysent to the factory. And also, they don't have to be botheredabout the outlook or the presentation of their outlet. Themanagement of Amir Adnan is not satisfied with the currentoutlook of their website and plan on changing and relaunchingit very soon.

Customer ServicesCustomer service in retailing focuses on customerexpectations; the ability of retail organization to identify theseexpectations and fulfill them will determine whether consumersenter the shop again and again. Service management thusaims to first measure customer expectations and then findways of meeting them.The employees at Amir Adnan believe that they are efficientenough to identify the customer's expectations and also tofulfill them. Their service strategy clearly states that theemployees are willing to go out of the way to serve theircustomers. They have their own quality standards and theymake sure that their unique cuts and designs, their productsand services are up to the mark. They outdo expectationswhile providing their customers with the very best services. Ifan order is to be made urgently, then the employees workovertime to make sure they complete the order on time.Usually, their order time is about 2 months or so, but theyhave also managed to complete orders within 2 days whenpeople like Mr. Shaukat Aziz, the Prime Minister of Pakistan,were at the receiving end.They also provide their customers with extra benefits after thepurchase of merchandise. If a customer does not like aproduct after purchasing it because of any reason, then he

can easily exchange it for something else without beingcharged anything extra. They are also planning to introduce"Loyalty Cards" for their most loyal customers.The only improvement Amir Adnan wants at the moment interms of customer service is to make follow-up calls to itscustomers. Whenever they make a sale, whenever they sell aproduct, they hope to call that particular client and getfeedback on their products by asking him/her if he/she issatisfied with the product or not. This would really help themin improving their customer service, as they would be havinga clear view of how exactly to meet the customer'sexpectations.The employees or the salespersons have proper product knowledge and selling skills of expensive items as well, and are also able to assist customers with value comparisons withitems in the store.

Conculsion and future outlook

Amir Adnan is one of the leading designers of Pakistan. Theyhave managed to capture a very large share of the designerwear market over the past 15 years. Its future outlook depictsa very positive and successful picture. Apart from having eightoutlets in Pakistan, they have one in Dubai and one in USA.They are still expanding and have plans to have six moreoutlets in Mirpurkhas, Faisalabad, Karachi, Lahore, Multan,and Sailkot. If they continue their activities like catering tohigher profile segments, maintaining confidence of theircustomers, having competitive edge over the competitors,expanding product line, providing extra follow-up benefits tocustomers, giving incentives to the employees, maintaininghigh inventory turnover, issuing an in-house magazine,facilitation of e-commerce, they will soon end up with muchgreater profits, and at the same time achieving their objectiveof satisfying customers to the maximum.They plan on changing and re-launching their website as thecurrent outlook is not very satisfactory. They want to make surethat their website provides the customers with a very customerfriendly environment.Amir Adnan should try and focus more on their Direct Marketingand Advertising. Previously, they used to spend a lot of theirincome on advertising, by putting up ads in different magazinesand newspapers. Now, only print their ads in their in-housemagazine. This really restricts their customers, as people whodo not have access to the in-house magazine are not aware ofthe new products launched by Amir Adnan. They shouldcontinue to advertise in other magazines as well