Leather Jackets In Russian Market

By: Farooq HameedM. Asim

Introduction• In Pakistan Leather is the second largest

export earning sector after textile.

• This sector is contributing around $700 million.

• American market is the main market for Pakistani leather apparel and clothing.

Introduction

• A lot of buyers were alienated from Pakistan after September 11 incident in USA.

• In order to promote leather garments industry, the rate of sales tax on leather should be reduced to 5 per cent.

Raw Material For Leather

• Hides and skins are the basic raw materials for the leather industry, which originate from the source of livestock.• 78% of the total population of bovine• 93% of world population of goats

• Pakistan is the 4th largest livestock holding country -21% large animals and 11% small animals.

RUSSIA

Russia As our Target Market And Its Profile

Country Profile

• Canada and Russia, with an average temperature of −5 or -6 °C are the coldest countries in the world.

• This area of Russia is famous for its extreme climate with very cold winters.

• In the winter the weather can be very dangerous sometimes with temperatures below -35°C, strong winds and snowstorms.

Required Clothing

• Heavyweight clothing is needed for the winter. • Traditional Russian men like to flaunt leather a

lot.

Facts About Russian Market

• Russia being cold country has huge demand for leather.

• They follow Italy style of fashion as in Italy fashion changes after every six months.

• Russians dress very stylishly.

Structure Of Pakistan Exports

Product Specification

• A shirt-style snap-down collar, shoulder straps, knit cuffs and waistband, a back constructed from a single piece of leather to limit stress on the garment, and a lightweight silk or cotton inner lining.

• A wide range of color tones and hues.• Zippers would be of steel or brass.

Competitors

1. China

2. India

3. Local Market

Target Market

• Russia has a population of 139,390,205. • There are different classes in Russia with

different buying power.• We would be targeting upper middle class.

Product Positioning

• A very effective outfit in cold weather.• Durability and flexibility.• Comfort Source.

Marketing Strategies

“No Compromise on Quality”• On monthly basis exhibitions would be

arranged.• Advertising through print and electronic

media. • Product individuality and properties will be

portrayed through commercials.

Marketing Strategies

• In the major cities we will open our “Outlets”, and an agent would be used for the distribution.

• A central office or a hub would be formed from where the product will cycle out to the stores/ outlets.

Questions and Answers

Thank You