Fashion retailing research paper

1Neackewear based retail fashion development project

BGMEA University of Fashion & Technology

Neckwear based retail fashion brand development project

Course Name: Fashion Retailing Brand Name: TEXACO


Information:Prepared For:

Morshed Mohiuddin

Sr. Lecturer

Department of fashion Design (FDT), BUFT

Ex Product Developer Manager

Design House- Nostalgic BD

E-mail:- [email protected]

Mobile: 01711372202

Office: 01891342

Prepared by:Sl no.

Name Id. E-mail Mobile no. Designation Photo

1. Hridika Nusrat Kuntala

121-056-0-25

[email protected]

01615868252 Brand Manager/ CreativeDesigner

2. Polash Chandra Barman

121-077-0-25

[email protected]

01737880622 Logistic Head

3. Shafeulla Joy

121-323-0-25

[email protected]

01687717289 Marketing Manager

Table of Contents:



Serial no Topics Page1 Acknowledgement 4

2 Project Summary 5

3 Brand name 64 Logo Design 65 Mission & Vision 76 Aim & Objective 87 Brand principle 98 4 PS Anylysis for our brand 109 Fashion retail situation in

Bangladesh 11

10 TEXACO SWOT Analysis 1911 Location Map 2012 Floor design 2213 Customer survey report 2314 Window display system 2415 Organization flow chart &

function27

16 List of product category details 2817 Customer services 2818 Advertisement & Promotion

Bill board Visiting card Brochures Newspaper article

29

19 Archived Information 3420 Facebook closed group discussion 3421 Bar chat planning 4022 Group work pages 4023 Meeting & Minutes 43



This project is done with the extreme co-operation of our honorable faculty

Morshed Mohiuddin

Sr. Lecturer

Department of fashion Design (FDT), BUFT

Ex Product Developer Manager

Design House- Nostalgic BD

E-mail:- [email protected]

Mobile: 01711372202

Office: 01891342



Project Summary:This project is about to establish a neckwear based retail fashion brand. We are going to launch a retail fashion brand which is totally based on stylish neckwear. To make our country people of all age’s concern about some unique neckwear which they don't use frequently, we are launching this fully fashionable neckwear brand. But these products are very much famous in the world. We are existing in a backward position from fashionable neckwear. So that we want to establish a brand of fashionable neckwear and we hope we can make it successfully. Our goal is to provide nationally recognized branded merchandise at discounts off department and specialty stores’ regular prices of 20% to 70%. It will make happen when we will collect our raw materials from our nature. Our supply chain will start from rural areas. We’ll use vegetable dyes and organic fabric like organic cotton, jute etc.

This project contains:

Brand name Logo Aims & Objective Mission & Vision Brand principle Our brand SWOT analysis 4 PS analysis for our brand Fashion retail situation in

Bangladesh Location Map Floor design Organizational flow chart

& function Window display system List of product category

details Customer services Customer survey report Advertisement &

Promotional activitiesArchive information

Group work pages Bar chat planning Meeting & Minutes Facebook closed group

conversations

Brand name & logo:



Brand name is very significant choice because sometimes it captures the central theme and key association in a very condensed and reasonable fashion of the products. Brand name can be extremely successful means of communication. Brand name identifies our product. The core base of naming a brand is that it should be unique, can be easily discriminated from other names, easy to remember and are attractive to customers. It follows that choosing the brand name is important.1 As such care needs to be taken when choosing the name to ensure:

That it is not similar to another brand already on the market; and That it is suitable for use or registration.

We choose our brand name is which means creative clothing.

Logos and symbols have a long history which shows brand identification of a company. There are different types of logos which are unique from corporate names or trademarks. Logos and symbols are easy way to recognize a product. It is a greater success if logos became a link in memory to corresponding brand name and product to increase brand recall. Logos help companies to develop the brand equity through raised brand identification and brand loyalty. Logos are very important assets, companies spend enormous time and money to promote brand logos and symbols.2

And our brand in based on neckwear products. That’s why with the name of our brand we make this logo by symbolizing neckwear. Our logo is given below:

1.http://www.academia.edu/7135037/IMPORTANCE_OF_BRAND_NAME_IN_CONSUMER_DECISION_MAKING_PROCESS

2.http://www.academia.edu/7135037/IMPORTANCE_OF_BRAND_NAME_IN_CONSUMER_DECISION_MAKING_PROCESS

Mission & Vision statement:MissionOur company’s mission is to offer stylish, great, affordable brand name neckwear and neckwear accessories to our short and skinny customers. We promise to offer our customers


http://www.academia.edu/7135037/IMPORTANCE_OF_BRAND_NAME_IN_CONSUMER_DECISION_MAKING_PROCESS





options and choices to solve their fashion problems. Our inventory will not require any alteration before or after a customer purchases any clothing item.

We strive to responsibly make meaningful fashionable product that not only exemplifies people’s lifestyle, but enhances the ability to live it.

Our mission to “be the world’s favorite”. Our mission has been to maximize sales, provide value to our customers, and deliver

top-quality customer service while still having fun and maintaining our values. We want to inspire and connect with our clients to put their best selves forward every

day. Our mission is to inspire people to feel good and live better... feet first. Our goal is to provide nationally recognized branded merchandise at discounts off

department and specialty stores’ regular prices of 20% to 70%. We want to connect to young, fashion conscious individuals through a premium brand

experience featuring the best selection of authentic, neckwear products. We define this premium experience through our product, our presentation, and our people.

We believe in a better fashion future – one that makes fair and sustainable fashion affordable and desirable for all.

We can offer our customers a more sustainable choice. We can make a difference to hundreds of thousands of people working in our supply

chain and to the environment and communities around us. We work hard to make this difference bigger every day. We believe that quality; affordable fashion can be made and sold in a way that’s also

good for people and the environment. With this in mind, our business concept is simply to offer quality fashion at the best

price.

Vision Our vision is to help short and skinny individuals and prospective customers have an online boutique store and eventually a store front that will offer varieties of quality brand name clothing and clothing accessories at an affordable price. With that we hope to save our customers money from not alteration their new outfits before and after purchased.

We want to provide short and skinny individuals an internet outlet dedicated to their shopping needs.

Short and Skinny Boutique online store will provide customers worry free, safe and secure shopping environment and shopping online means customers will shop at their own convenient time without having to wait in line at the checkout lane.

Customers will be offer varieties of options in neckwear and neckwear accessories for their fashion needs.

Our vision is to provide: Our shareholders with a consistently growing investment that achieves top quartile retail shareholder value performance.

Our Baby Boomer customers with brand platforms that offer compelling product assortments, meaningful brand experiences and convenient multi-channel accessibility that reflects our respect and knowledge of both wardrobe and lifestyle needs.

The long term goal for our brands is to build a strong emotional bond with the customer.



To do this we must build lifestyle environments that appeal emotionally, and offer fashion correct products on a timely basis.

Our vision is that all our operations are run in a way that is economically, socially and environmentally sustainable. Which will mean our business is helping to meet the needs of both present and future generations.

After 5 years we will increase our store outside in Bangladesh

In 1 Year we want to inspire and connect with our clients to put their best selves

forward every day

In 1 years we will give free home delivery service

In case of membership card we will provide 5% discount

We always maintain efficient marketing policy

We will follow the current situation price strategy.

In 5 years we will source only organic and environment free.

Aims & Objectives:Aims:To make our country people of all age’s concern about some unique neckwear which they don't use frequently, we are launching this fully fashionable neckwear brand. But these products are very much famous in the world. We are existing in a backward position from fashionable neckwear. So that we want to establish a brand of fashionable neckwear and we hope we can make it successfully. We want to realize our design ideas or we can help our brand with our own ideas and produce full color illustrations to give our company an impressive image national and internationally.

Objectives:We've established very strong relationships with our suppliers. So we’ll give you the very highest quality products at the very best pricing. It's not just affordable pricing that's made our Custom Neckties so desirable. It's our creative and unique designs. We can make our custom neckwear.1

1. www.gardensilk.com.my/webshaper/store/viewCat.asp?catID=187

We constantly strive to create truly trendy and fashionable neckwear incorporating logos, by carefully understanding our aims, objectives and our industry in order to create pertinent design elements & motifs, style & concept, into the necktie or scarf design.

We cater for all budgets from low-cost school ties to Top quality Corporate Image neckwear by offering a range of fabrics and finishes. We have served and satisfied Government Departments/Councils, Real Estate, Restaurants, Schools, Colleges, Universities, Clubs, Charity Organizations, Airlines, Car Rentals, Tobacco companies, Sports Teams, Duty Free & Shopping Establishments, Shipping Companies and many more..Some may want to present



the ties or scarves in Gift Boxes .And because of this, we have a range of packaging choices for you to choose from, designed to complement the product inside being very presentable either to our staff or to our customers as gifts. Also with our logo printed on it. To begin our summer scarf journey, be on the lookout for vintage scarves at our local thrift shops and vintage markets. Finding cheap, high-quality vintage scarves are ridiculously easy. We also recommend hunting for new handmade ones—there are gobs of hand-painted silk, hand-dyed cotton and artist-illustrated screen printed scarves on TEXACO that are positively drool-worthy.

Brand principle:

To inspire and connect with our clients to put their best selves forward every day. Our associates with culture committed to their growth and development, to

effectiveness and accountability, and to the reward, recognition and retention of top-caliber talent.

Our communities with a caring corporate citizen committed to supporting women’s issues close to the hearts of our customers.

We use the power of fashion and fun to help our girl express her individuality and fit in—while standing out.

We always listen closely, keep it real, and offer our product at a great price. We believe that quality; affordable fashion can be made and sold in a way that’s also

good for people and the environment. Our Principles has been to maximize sales, provide value to our customers, and deliver

top-quality customer service while still having fun and maintaining our values.

Our customers are the reason and inspiration for everything we do. In case of regular customers who are regular purchase our product we will give

membership opportunity.

To build a family of the world’s best fashion retail brands offering captivating customer experiences that drive long-term loyalty.

Our product is 100% syntactic

We work hard to make this difference bigger every day

With this in mind, our business concept is simply to offer quality fashion at the best price.

4 Ps Analyses:One of the top brands in the neckwear market, TEXACO will be seen its share of ups and downs. The company will establish in this year and will one and only neckwear brand of the Bangladesh. However, even though the company’s heart is young. Here is the marketing mix of TEXACO.

Products in the marketing mix of TEXACO


https://www.etsy.com/treasury/NjQwNDg4MnwyNzI2MTgyNzE2/summer-scarves-perfection

https://www.etsy.com/treasury/NjQwNDg4MnwyNzI2MTgyNzE2/summer-scarves-perfection

http://gardensilk.com.my/webshaper/store/viewCat.asp?catID=211


The TEXACO group has some innovative qualities. The first is its own brand name – TEXACO, which launched neckwear as well as stylish clothing.

TEXACO has various products. The major product of TEXACO is off course their neckwear. Coming in various design and style, TEXACO neckwear is Bow tie, ascot tie, cravat, fichu, kerchief, ruffs, gorget, scarves, collar pin, , muffler, different types of unique collars. The secondary product of TEXACO is accessories like bandana, pendant, collar pin, collar stay, locket etc are in great demand. The aim of TEXACO is to give the best neckwear to their customers which has the combination of technology and design. These products are not need based. In fact, the shoes are bought by customers to satisfy their wants and desires. Similarly, the apparel’s are targeted towards comfort during heavy activity. However, although the main target neckwear and accessories are frequently used as a style statement by youngsters.

Pricing in the marketing mix of TEXACO

TEXACO, because of its style, design and promotions uses skimming prices as well as competitive pricing. For run of the mill products, TEXACO uses competitive pricing keeping in mind competitors. But for products which are newly introduced in the market and are uniquely designed, TEXACO uses skimming price.

Accessories of TEXACO constantly use skimming price and are higher priced due to brand equity of TEXACO in the apparel’s market. The target customer for TEXACO is the upper middle class as well as high end customers. TEXACO never uses penetrative pricing because that will affect the brand equity of TEXACO. In fact, the higher price point helps in the price quality approach and psychologically, customers think that a higher price will mean better quality as well. Thus, TEXACO rarely drops its prices.

Place in the marketing mix of TEXACO –

The major areas in which TEXACO will sell is through retail outlets. TEXACO has its own exclusive stores in which the material will provided directly from the company. On the other hand, many multi brand showrooms will also have TEXACO accessories and neckwear on display. These multi brand showrooms get the products from a distributor. The third and last mode of distribution will online. The products are sold through online medium via fashion

1.http://www.marketing91.com/marketing-mix-adidas/

stores as well as the online website of TEXACO. Thus the distribution channel of TEXACO will as follows:

1) Manufacturing > TEXACO outlets > End customer

2) Manufacturing > Distributor > Multi brand showrooms

3) Manufacturing > Online fashion websites / TEXACO website > End customer



Due to the excellent brand equity of TEXACO, the operating margins are fairly high thereby keeping the distribution channel motivated. A happy distribution channel means better promotion for the company.

Promotions in the marketing mix of TEXACO

TEXACO markets through various marketing vehicles but the majority of marketing will concentrated on television and product placements. The creative team of TEXACO will known to highly creative to their customers through ads which are well made, very creative and filled with energy. These ads attract the customers towards the brand by sending the right marketing message to the customer. The tagline of TEXACO “Bold your uneven way” is in itself a very powerful statement for the brand.

After television, product placement will be the second line of promotion for TEXACO. The popularity of the brand is because it will tie up with the top models across the world. At the same time, TEXACO also will sponsor teams and some of the top teams include Real Madrid, France, Great Britain (in football), England and South Africa (in cricket) and several others. Here is a list of all the sponsorships done by TEXACO.

Below the line marketing of TEXACO includes some very creative outdoor campaigns as well as events marketing. Sales promotions and trade promotions are also regularly offered by TEXACO to their channel partners to promote the sales of the brand. This concludes the marketing mix of TEXACO.1

Current Fashion retail situation in Bangadesh

Yellow by Beximco

Yellow is one of the largest clothing stores in Bangladesh. The store is very popular among the present and young generation for unique collection of designs, specially panjabis and shirts for men and maintains the modern fashion trend. The quality of its product is extremely good as it has been successful to keep old customers always coming. The name YELLOW, itself has now become a distinct clothing brand in Bangladesh and the credit goes to its exclusive collection and comfortable products.

Even though Bangladesh is a big player in the garments export business, it doesn’t have any well- known global fashion brand. YELLOW sought to change all that. Its inception from Beximco Textiles, however, was more of an experimental project. Relying on Beximco’s brand name and its integrated vertical supply chain, Yellow began with the vision to be ahigh-street fashion brand known internationally.

Logo of Yellow:



Data Analysis and Interpretation:Particulars Strongly

agreeAgree Neutral Disagree Strongly

disagree1. Fabrics of Yellow are good. 60% 15% 15% 10% 0%2. Yellows fabric is comparatively batter then other brands in the market.

20% 10% 40% 20% 10%

3. Yellow should extend its brand and introduce new product.

20% 20% 30% 20% 10%

4. You are satisfied with the finishing, swing style & also packaging of Yellow.

5% 10% 35% 20% 30%

5. The Price of Yellow products are reasonable.

40% 10% 30% 10% 10%

6. All lines of products are available in every showroom of Yellow.

0% 10% 30% 40% 20%

7. You purchase Yellow products for keeping upgraded styles.

60% 10% 20% 5% 5%

8. The Promotional activities of Yellow are satisfactory ((TV advertisement, Newspaper advertisement, Billboard etc.)

20% 35% 15% 30% 0%

9. Comparing with other brands in the market, Yellow can be considered better.

30% 30% 20% 10% 10%

Products of Yellow:

They have their own Fashion design and Product development department where designers study the globally Yellow's creations evoke a sense of freshness, energy & exuberance. It brings to customers high Quality fashion& life style at affordable prices. They produce different types of products such as Shirt, T-Shirt, Trousers, Jackets, skirts, tops, bottoms, jeans, Sweater etc.1

Strengths:

i. Branding - Personally I feel YELLOW has strong branding in the everyday basics, from casual to work wear etc.

ii. Infrastructure - Allows for ease of distribution nationally all over Bangladesh.iii. Image- Consumer trust on brand in image perspective is already built.iv. Quality- Consumers trusts the products with their quality.v. Production cost is lower.

vi. Positive image about our Brand

Weaknesses:



i. Marketing: A strong brand it may be, but marketing is not as strong in Pakistan.ii. Variations: Nothing much to buy for women but men and only focused on casual wear

but not at all on party wear and etc.iii. Some kinds of clash between employee and owner of the

company.iv. Not available high quality raw materials.

Opportunities:

i. Competitors price are more than our price.ii. Beximco has international fame and goodwill.

Threats:i. Internationally consumers are more quality sensitive than price sensitive so

our low pricing strategy are not properly work in Spain.ii. Reputation of competitors in global market is strong.

Recommendations:

Yellow is producing the high quality product. They launched this brand by producing finest fabric with their visionary approaches. Such acceptance has made the brand a market leader within a very short time. In our way of thinking the recommendations for this company are:

1.http://assignmentpresentationedu.blogspot.com/2012/08/assignment-on-yellow-brand-beximco-ltd.html

Aarong Fashion House

The name of the organization Aarong is a Bangla word. It means “a village fair or market”. The village fair provides craftsmen of all trades a marketplace to display and sell their traditional handicrafts. With the vision of enlightened, healthy and democratic societies free from hunger, poverty environmental degradation & forms of exploitation BRAC started its journey in 1972after the liberation war. Aarong began as a cause – a means to an end for a quiet organization fighting to uphold the dignity of the marginalized. In 1976, when BRAC-a Bangladeshi NGO dedicated to alleviating poverty and empowering the poor, first began encouraging sericulture for women in Manikganj , their only buyers were a few scattered retailers in Dhaka. Established in 1978, Aarong is a fair trade organization dedicated to bring about positive changes in the lives of disadvantaged artisans and underprivileged rural women by reviving and promoting their skills and craft.

Aarong’s logo



Aarong’s Mission Statement

“To make Aarong the best in the world in providing a unique Bangladeshi lifestyle experience to empower people and promote Bangladesh while protecting our environment.”

Vision:

Aarong has a vision to establish them as world”s one of the famous fare trade fashion house. Aarong‟s vision is to remain market leader throughout its business. Aarong expand its business in international arena. Aarong has a dream to develop more artisans of Bangladesh and make them dependent and attract more and more international customers toward Bangladeshi Culture.Goals

Empowering destitute rural women by providing opportunities for employment and income generation.

Ensuring commercial success of the enterprise of women producers. Reviving traditional skills of rural artisans.

Services: Free Medical check-up including free eye treatment, eye-glasses and treatment costs

for severe illnesses Advance wage payments for employees in need

Day care services Workers retirement fund Twenty five thousand independent cooperative groups and traditional family-based

artisans also market their crafts through Aarong. Potters, Brass Workers, Jewelers, Jute workers, Basket Weavers, Handloom Weavers, Silk Weavers, Wood Carvers, Leather workers and various artisans with specialized skills from all over the country come to Aarong for marketing and support services.

SWOT analysis:

Strength:Aarong is a very reputed organization. They are now capturing 68% of total handicraft market share in Bangladesh. It’s a local brand now exporting their products outside of the country. Aarong has good reputation for fine quality products. It has a strong management team who are continuously giving their great effort to make it a successful one. Another important fact is that, Aarong has almost “Zero” production damage rate which reduces their cost. They are innovative and always bring some new products in the market which meets customer requirement and expectation. The organization is a respected employer that values its workforce.

Weakness:

Aarong has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their producer may not be able to produce product timely due to their inability. The collection channel of the organization is not that much structured. So



that they can 24 got the products from the producer on time and it may create problem for them in future. If any producer is not able to make the product on time, this is a big problem and it happens most of the time on delivery. Aarong charges higher price relatively then their other competitors. As a result sometimes customers lose their interest to buy and they make customers disappointed by their attitude and customer doesn’t feel good to buy from there. Sometimes they suffer for if facial problem, although it’s a rare situation.

Opportunities:

Aarong is very good at capturing the advantages of opportunities. It can go for new distribution channel like it can make some joint venture with some other small shops and sales its products in more places. Through that it can capture more market share in the handicraft industry in Bangladesh. Aarong can expand its business globally. New market for handicraft such as Europe and America are beginning to emerge. People are now interesting about local events and functions like Pahela Falgun, Pahela Baishakh, Victory Day, Independence Day etc and they buy new and special products to sell in those special occasions. According to the season change, people are also changing their preference in buying products and considering this scenario. Aarong can produce products on the basis of seasonal variations.

Threats:

Aarong doesn‟t have any big competitors right now. But they have some small competitors like Maha, She, Estacy, Menz, Von Dutch, Plus point etc. in Sylhet. In other area they have some other competitors like Anjans, Deshal, Jattra, Rina Latif, OZ, Rong and others. It may take 48% of customer from Aarong. Aarong always face wars with their competitors, its competitors have some superior products like Plus point have some superior products like Shirt & T- Shirts. Maha give customer various types of Salwar Kamiz with good quality. It decreases Aarong market share and sales. But now they are responsibilities their brand to compete with them.

Major finding

In this study we find out some major things that is affected Aarong in future.Now we point out some major finding about Aarong that is given below.

High quality products produced by Aarong. Consumer satisfaction is higher. Well designed organization structure. Nice employee behavior. Competence gap for the employees is noticeable, the gap between the standard and

actual performance is noticeable in employees. Compensation and benefits at Aarong is not attractive comparing to other

organizations. Air conditioning, Maintenance, electrical condition is not well at all. Employee turnover rate is high because of the salary structure. Unless Aarong improve

their salary Structure they will have hard times finding employees with higher competencies.

Lack of training for employees. Aarong website is not fulfill and not updated during this year at all.



Discount rate given once in a year. Lack of new design product.

Recommendations:

In this study we find out some major problem of Aarong. We have come up with some recommendation which Aarong can use for their advancement. These are –

Air conditioning, Maintenance, electrical condition should be improved at all. Aarong‟s website should be updated more frequently with the current issues and

vacancies. The compensation package in Aarong is not Attractive they should restructure their

salary and other compensation. The Training for the sales associates should be more related to their job

responsibilities rather than just product orientation. As there is competency gap in employees Aarong should start employee training and

other development programs to develop the employees. The company police should be increased. Price level should be reduced. Discount rate should be given more than one time in a year. Produce new style of product. Hire well educated creative designer. Aarong should be improved its social compliance and producer relation department.

Banglar Mela Fashion House

“BanglarMela” registered their business on 17th April 2001 as a private limited company. Next they started their operation from 3 May 2001 in Bonani sector -11. It has achieved the position of one of best-branded both showroom of handloom in the town. It’s capital was 10 crore 22 lacks then their shareholders was 11 persons. After that 5 more shareholders were added. At first time they got 24 thousand order. Local producer, local crafts, local materials were made by NGO, TMS, Norshindi, Bogura, Dinajpur, Tangail‟s tailors.1 Apart from their business activity, a very appreciable thing about BanglarMela is with their occupation they have also maintain their social responsibility and awareness as a human and as worthily citizens of the country. And they proved it by their remarkably done social activities.

1.https://www.google.com.bd/search?q=fashion+house+marketing+analysis+data&hl=en&source=lnms&tbm=isch&sa=X&ei=P1p2UZH5H8OrrAfxl4HACA&ved=0CAcQ_AUoAQ&biw=1067&bih=767#imgrc=7rcHyxeU25UkfM%3A%3Br6xwTY6Cx_iXmM%3Bhttp%253A%252F%252Fwww.zonebourse.com%252Fzbcache%252Fcharts%252

Founder & Capital

Firstly BanglarMela started their business with 10 partners among this A.K.M.GolamMaola is the managing director of BanglarMela and after few years later they added more 5 shareholder with their business. They started their business with 22 lakh taka after few years their capital stands on 32 lakh taka. When they added 5 more shareholders they provide 64 lakh taka and now their present capital is 10 core taka.



Logo

Mission & Vision

The mission of BanglarMela is to create panoramic designs of cloths by using local traditional fabrics and promote them in the market with a reasonable price.

The vision of Banglar Mela is the want to focus on serving the middle-income groups of people with fashion-rich local clothes, and to be the best quality fashion house in the country.”1

Objective

Such as from the very beginning, in their organization they have involved mentally retarded individuals and have given them the opportunity to work and to earn like every normal human being. It has also helped them to change their view of life and also the idea towards these mentally retarded people who are unfortunately thought of no use in the society. Chief Designer of BanglarMela EmdadHoque said BanglarMela not just a store, BanglarMela represents the culture socio environment thru our l ine-up.Lastly they want to stabilized their concept that “Fashion for All”

Swot Analysis

The SWOT analysis indicates the companies or the organization‟s internal strengths and weaknesses and external opportunists and threats. SWOT analysis gives its an insight of what they can do in future and how they can compete with their existing competitors. Every fashion house has some strong points, weak points, opportunities and threats. “Banglar Mela” has several strengths, some weaknesses, some opportunists and some threats. “Banglar Mela‟s strengths, weaknesses, opportunists and threats are given below:

1.https://www.google.com.bd/search?q=fashion+house+marketing+analysis+data&hl=en&source=lnms&tbm=isch&sa=X&ei=P1p2UZH5H8OrrAfxl4HACA&ved=0CAcQ_AUoAQ&biw=1067&bih=767#imgrc=7rcHyxeU25UkfM%3A%3Br6xwTY6Cx_iXmM%3Bhttp%253A%252F%252Fwww.zonebourse.com%252Fzbcache%252Fcharts%252

StrengthStrengths are internal capabilities that can help the company to reach its objectives.

Innovative combination of each and every product. BanglarMela‟s every branches are highly decorated. Reasonable price.



They believe “Fashion for all‟. Their employee’s behaviors are praiseworthy. Their product decoration is also well. Their employees are highly skilled and trained. High quality products. Dresses are more comfortable.

WeaknessWeaknesses are internal elements that may interiere with the company ability to achieve its objectives. Though “Bangl arMela” is a well-established brand but it has some weaknesses. They are given below:

Government policy. Cost of high business. House rent is very high. Electricity problem. Utility expenses. Others bills are very high. Tax rate.

OppotunitiesOpportunities are external elements that the company may be able to exploit its advantage. Some opportunities of “BanglarMela” are below:

Top managers and head of the departments were related with Grameen Bank and its concern Grameen Check.

The labor and tailors are also highly experienced by their previous working experience.

Now they have the opportunity to combine with “Deshi Dosh” and Grameen Check.

They have also the opportunity to expand and cover all the cultural occasion. They have many distribution channels.

ThreatsThreats are current or emerging external elements that could potentially challenge the company‟s performance.”BanglarMela” has few threats. There are given below:The current and future external factors that Government Policy and regulation. As a private limited company they have to pay 15 % vat. Limitations of the capitals has make to take loan from Bank. So, the bank interests also may be threats for them. For the reputation of “BanglarMela” rent authority and builders taken over advance.

Recommendations

They should give more emphasis on their promotional activities like — TVC, Billboards etc.

Their jewelry items are not so demandable, so they should develop their jewelries quality and reset its price.

They should require more skilled and smart employees. If they consider their pricing strategy for lower clas s people then their sales

will be increased more. They don’t provide any discount in any occasion, So they should plan about

discount system. They should provide incentives for those buyers who purchase more products

from their fashion house.



SWOT Analysis of TEXACOAnalyzing the current retail fashion situation in Bangladesh we can explain SWOT analysis of our brand.

Strength:

It will be the only neckwear based brand in Bangladesh. TEXACO’s products will be very much comfortable and stylish. TEXACO will use environment friendly raw materials. It will use vegetable dyes and organic fabrics which will be the main strength of this

brand The pricing strategy will also be the strength of this brand.

Weakness:

Limited capital Low land space Limited workers amount

Opportunities:

The main target customers are young stars Some products are adopted from historical items Showroom will be located in the rich residential area where some private universities

are situated.

Threats:

High maintenance cost High government tax Infrastructure limitations

Location Map:As our target customers are young stars and college university students so we choose our location in the rich residential area where people are purchased for fashionable products. We have chosen our location in Banani, beside Kamal Ataturk Aveneu. Here American International University, Southeast University, Atish Dipankar university, University of South Asia are situated very near. And another plus point is Banani Club. Because when very rich people will come here, they will be interested to visit our showroom and purchase. Our Location map is the following one:



Floor Design:This is our Floor design which is 3600 square feet and contains all the necessary elements. It is a “T” shaped floor which we designed as per our brand names first letter “T”.





Q. 1/ 75.70%

Q. 2/ 91.90%

Q. 3/ 99.99%

Q. 4/ 48.60%

Q. 5/ 86.50%

Q. 6/ 29.70%Q. 7/

62.20%

Q. 8/ 40.50%Q. 9/ 62.20%

Q. 10/ 59.50%Q. 11/ 45.90%

Q. 12/ 67.60%

Q. 13/ 48.60%

Q. 14/ 85.70%

Q. 15/ 64.90%

Q. 16/ 34.60%

Q. 17/ 74.30%

Q. 18/ 40.50%

Q. 19/ 40%Q. 20/ 70.30%



Display System:We want to decorate our display system like the followings:


Window display system selection

Front desk display



Window display system

selection Close view

display

Window display system selection Island display



Window display system

selection Hanger display


Rak display




Open back display


List of product category details:SLNO

Category Wise

Season Wise

Size Wise DivisionWise

Products UseMaterial

Customer gender

01 Formal all all Woven,Work dress,sports

Necktie,bowTie,cravats, kipper tie, Bolo tie

Cotton,silkWool,

Unisex

02 Casual all Customized Woven,Knit,Workdress

bowTie,Stock tie,Necktie,Gorget

slik, wool blends Unisex

03 Party all Customized Denim,woven

Dog collar, bowTie,bolo tie.

acetate, rayon, nylon, satin .

Unisex

04 Festival all all Knit, woven,Lingerie

Bowtie,Dupatta,featherboa muffler.

MicroFiber, silk, linen,

Women

05 Traditional Spring,winter

all Woven,knit

preaching bands, clerical collar, Scarf,

wool,Cotton, nylon ramie.

Unisex

Customer services: We’ll give the customer better atmosphere and experience of shopping. We’ll provide different types of membership card for our regular and loyal customer. Membership card holder customer get 10% discount every time they shopping from

the brand. In different occasion we’ll offer some discount for all customers. If any customer buying over a fixed amount they will get a scratch card discount or

some other prizes Some time we’ll give to people some free product from our brand for the product

promotion. In big occasion of the country like EID and DURGAPUZA we’ll give our consumer

chance to win big prizes by raffle draw or lottery.

Sometime we’ll arrange a tour of abroad for our some special lucky winner of lottery.


http://www.madehow.com/knowledge/Nylon.html

http://www.madehow.com/Volume-1/Wool.html

https://en.wikipedia.org/wiki/Clerical_collar

https://en.wikipedia.org/wiki/Clerical_collar

http://www.madehow.com/knowledge/Nylon.html

https://www.google.com.bd/search?q=neckwear++Stock+tie&biw=1366&bih=608&tbm=isch&tbo=u&source=univ&sa=X&ei=WMSSVcuwM4yKuASo_oOwBA&ved=0CC0QsAQ

https://en.wikipedia.org/wiki/Bolo_tie


Our sales mans are always help the customer to find out what they want. We always trying to delight our customer in many ways. We share a amount of sell profit in our employee to encourage them for the work. We always try to keep our customer happy and make them delight.

Advertisement & Promotional Activities:

Billboard:

Outdoor advertising is quickly gaining in popularity; the wide impact and cost-effective nature of billboard advertising is undeniable. In fact it reported in 2006 that businesses spent over five and a half billion was dollars on market their services. Using billboards to advertise our goods and services is a smart move, and the cost of putting up a billboard advertisement is much less than what you would expect.

Our billboard demo:



Brochure:

Competition these days is so high and having a good brochure will help you to be heard despite the big crowd. Unique and lasting brochures will set the mile to having the best promotion you have ever dreamt of. Customers will easily remember you and they will know even at first glance that the brochures they are browsing is from our company.

Our brochure demo:

Business Cards/ Visiting Cards:

One of the most powerful, yet ignored weapons in our marketing weapon store is our business card. There are many ways that a person can attract customers to one's business. Some do this by launching a marketing campaign in the form of an ad in the paper or on a billboard. Some don't use marketing at all and just flourish through word of mouth.On a more personal level if that person travels around, the best thing to carry and give out is a business card. Business cards are used by people in big and small time business. It reflects



who the person is. It gives people an idea of what the person is capable of doing in the event that the service one offers is needed in the future.Business cards help businesspeople present a good company image by highlighting the services provided by a particular company. They can also help to enhance the personal image of a businessperson. Production and printing costs of business cards are low, but benefits are high, as they make a statement in the business world. As a result, the market value of business cards is high.

Our Visiting Cards demo:



Newspaper Article:

No other advertising vehicle has the reach of newspapers. People who are typically labeled upscale meaning upper income, higher education, professional/managerial occupations all count themselves as newspaper readers. Newspaper advertising is among the fastest forms of advertising with extremely short deadlines that allow ads to be created and run in a matter of days. Flexibility: Newspapers, unlike most other media allow the advertiser to build an ad in any size. Trust: More than any other medium, consumers believe in newspaper advertising. Forty percent of adults surveyed find newspapers are trustworthy or believable. The newspaper editorial environment typically adds credibility and legitimacy to the brand being advertised. To readers, the advertising in a newspaper is every bit as important as the news.

The one and only fashion brand on neckwear in Bangladesh will be launched on 21st june,2015, at House No. 60/B, Block-B ,Rd No 21, UAE Moitree complex, Kamal Ataturk Avenue, Banani, Dhaka-1213. The opening ceremony will held on 3 pm at Banani club field.On this ceremony, they arrange a luxurious cultural program where all the AIUB, South East University, University of South Asia and Atish Dipankar University students are invited with full free entry facilities. TEXACO, the new fashion retailer on neckwear, has an innovative solution to both the style problem and the marketing problem. It relies on a global network of shopper-feedback to tweak their designs. Corporate HQ absorbs thousands of comments and sends tweaks to their manufacturers in our country, who literally sew the feedback into their next line of clothes. It's the user-generated approach to fast fashion.

TEXACO offer stylish, great, affordable brand name neckwear and neckwear accessories to their short and skinny customers. We promise to offer my customers options and choices to solve their fashion problems. My inventory will not require any alteration before or after a customer purchases any clothing item. They strive to responsibly make meaningful fashionable product that not only exemplifies people’s lifestyle, but enhances the ability to

live it. Their vision is to help short and skinny individuals and prospective customers have an online boutique store and eventually a store front that will offer varieties of quality brand name clothing and clothing accessories at an affordable price. With that we hope to save my customers money from not alteration their new outfits before and after purchased.

TEXACO wants to inspire and connect with their clients to put their best selves forward every day. Their mission is to inspire people to feel good and live better.

Products



TEXACO has various products. The major product of TEXACO is off course their neckwear. Coming in various design and style, TEXACO neckwear is Bow tie, ascot tie, cravat, fichu, kerchief, ruffs, gorget, scarves, collar pin, , muffler, different types of unique collars. The secondary product of TEXACO is accessories like bandana, pendant, collar pin, collar stay, locket etc are in great demand. The aim of TEXACO is to give the best neckwear to their customers which has the combination of technology and design. These products are not need based. In fact, the shoes are bought by customers to satisfy their wants and desires. Similarly, the apparel’s are targeted towards comfort during heavy activity. However, although the main target neckwear and accessories are frequently used as a style statement by youngsters.

Specialties:

Their associates with culture committed to their growth and development, to effectiveness and accountability, and to the reward, recognition and retention of top-caliber talent.

Their communities with a caring corporate citizen committed to supporting women’s

issues close to the hearts of their customers. Their goal is to provide nationally recognized branded merchandise at discounts off

department and specialty stores’ regular prices of 20% to 70%. They want to connect to young, fashion conscious individuals through a premium

brand experience featuring the best selection of authentic, neckwear products. We define this premium experience through their product, their presentation, and their people.

They use the power of fashion and fun to help their girl express her individuality and fit in—while standing out.

They always listen closely, keep it real, and offer their product at a great price. They believe in a better fashion future – one that makes fair and sustainable fashion

affordable and desirable for all. TEXACO can offer their customers a more sustainable choice. They can make a difference to hundreds of thousands of people working in their

supply chain and to the environment and communities around us. They work hard to make this difference bigger every day. TEXACO believe that quality; affordable fashion can be made and sold in a way that’s

also good for people and the environment.

Archived information:Facebook Closed group screenshot:















Bar Chat Planning:

Week 1 Week 2 Week 3 Week4

1. Brand name selection

2. Logo creation

3. Aims and Objectives

4. Mission & Vision Statement

5. Bar chart planning and detailing

6. Power point cover design

7. Brand Principle

8. 4 Ps analysis

9. Content page for slide

10. Fashion retail situation in Bangladesh

11. Location Map

12. Floor design

13. Organizational flow chart making

14. Window display system selection

15. List of Product Category16. Customer Service17. Customer survey report18. Brochure19. Visiting card20. Billboard21. Article Writing on newspaper

Group Work Chart:Week 1:

SL NO

WORKDESCRIPTION

ID NAME REMARK DATE

01 Brand Name 121-56-0-25 Hridika NusratKuntala

OK 24-05-15

02 Brand Logo 121-56-0-25 Hridika NusratKuntala

OK 24-05-15

03 Aim and Objective 121 -77-0-25 Polash Chandra Barman

OK 24-05-15

04 Mission and Vision 121-056-0-25 Hridika NusratKuntala

OK 24-05-15



05 Slide Design Background

121 - 056-0-25 Hridika NusratKuntala

OK 24-05-15

06 Slide Cover Page Design

121 - 056-0-25 Hridika NusratKuntala

OK 24-05-15

07 Group Work Page 121 -077-0-25 Polash Chandra Barman

OK 24-05-15

08 Bar Chart Planning 121-077-0-25 Polash Chandra Barman

OK 24-05-15

09 Meeting Minutes 121 -77-0-25 Polash Chandra Barman

OK 24-05-15

Week 2& 3:

SL. NO WORKDESCRIPTION

ID NAME REMARK DATE

01 Project Guide Line 121- 56 -0 -25 Hridika NusratKuntala

OK 31-05-2015

02 Power point cover design

121- 056 -0-25 Hridika NusratKuntala

OK 31-05-2015

03 Brand Principle 121 -056-0-25 Hridika NusratKuntala

OK 31-05-2015

04 Research cover page design

121-77-0-25 Shafeulla Joy

OK 31-05-2015

05 Content page for slide 121 -77-0-25 Polash Chandra Barman

OK 31-05-2015

06 Information page for research paper

121 -77-0-25 Polash Chandra Barman

OK 31-05-2015

07 Fashion retail situation in Bangladesh

121-056-0-25 Hridika NusratKuntala

OK 31-05-2015

08 Location Map (approved)

121-77-0-25 Shafeulla Joy

OK 7 -06-2015

09 Floor design (approved)

121-056-0-25 Hridika NusratKuntala

OK 7 -06-2015

10 4 Ps Analysis 121-056-0-25 Hridika NusratKuntala

OK 7 -06-2015

11 Brand SWOT Analysis 121-056-0-25 Hridika NusratKuntala

OK 7 -06-2015



Weak 4:

SL. NO WORKDESCRIPTION

ID NAME REMARK DATE

01 Organizational flow chart

121-056-0-25

Hridika NusratKuntala

OK 14-06-2015

02 Window display 121-056-0-25


OK 14-06-2015

03 List of Product Category

121-77-0-25 Polash Chandra Barman

OK 14-06-2015

04 Customer Service 121-323-0-25

Shafeulla Joy OK 14-06-2015

05 Customer survey report

121-056-0-25


OK 14-06-2015

06 Brochure 121-77-0-25 Polash Chandra Barman

OK 14-06-2015

07 Visiting card 121-323-0-25


08 Billboard 121-323-0-25


09 Article Writing on news

121-056-0-25


OK 14-06-2015

10 Power point presentation total prepare

121-056-0-25


OK 21-06-2015

11 Research paper total prepare

121-056-0-25


OK 02-07-2015

Meeting Minutes: Meeting Attendees Hridika Nusrat Kuntala, ID: 121-056-0-25

Mail: [email protected] Polash Chandra Barman, ID: 121-077-0-25

Mail: [email protected] Shafeulla Joy, ID: 121-323-0-25

Mail: [email protected]


mailto:[email protected]


Meeting leader Hridika Nusrat Kuntala (Brand Manager/Advertising Director)Date 13- 05-2015 ; 20-05-2015Time 12:00pm - 2:00pm ; 1:30pm – 3pm.Room no 506 (BUFT)

Agenda Topics # 1Brand name & Logo design(13-05-2015)

Agenda Topics # 2 Bar chat project detailing (13 – 05 -2015)

Note : Project plan discussion.

Agenda Topics # 3 Mission & Vision (13 -05 -2015)

Note: Decide our mission & vision

Action items :We discuss about our mission & vision. and we search refference

Books & web site.

Agenda Topics # 4Facebook group creation, slide design ,cover page design.(20-

05-2015

Notes : Individual works

Agenda Topics #5 Group work page.(20 – 05 -2015)

Note : we divide works in group member.

Agenda Topics # 6 Bar chat planning.(20 - 05-2015)

Note : we discuss about our bar chat.

Agenda Topic # 7 meeting & minutes. (20 -05-2015)

Note: we make our meeting & minutes. Action Items: we are prepare final project plan. Members to distribute as appropriate plan.

DISCUSSION RESULT : In our meeting we solve many problem. And we also discuss about performance issues that it help us to understand all topics and learn many things.


Date post:	13-Apr-2017
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Fashion retailing research paper

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