Presented by:

Waqas Mazhar
HISTORY AND BACKGROUND
 Dealing in menswear for more than 15 years.
 Targeting multicultural groups.

 10 outlets in the world

5 outlets in Karachi
 2 in Lahore
 1 in Islamabad
 Dubai and USA
 1990: dealing in variety of ties
 He got training from Italy

 1992: designed first range of Jeans.

 He wanted to revive traditional dress of

native culture.
 Sherwani, traditional long coats
 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.
 That is his identity

 Amir Adnan, the name behind the label,

supervises the entire team of designers to
maintain standards.
OBJECTIVES
 "To be a global leader by providing maximum
satisfaction through our products and
services".
FEATURES OF AMIR ADNAN’S
PRODUCT
 Amir Adnan's main forte is hand embellishment,
using fine silk or metal thread and incorporating
precious and semiprecious stone, sequins, beads
and other items of ornamentation to give every
ensemble an unmatched exclusivity.
 The method of embroidery, 16-18 stitches per inch
is used in all products, providing a neater, flatter
and stronger seam.
 All products are equipped with pearl stitch buttons
for a better look and durability.
 A wide assortment of fabrics is used for both local
and international markets, chosen for both
suitability and style. The choice of fabric is the
customers’.
RETAIL IMAGE MIX
 Employee type and density
 Fouremployees
 Managers
 Education of employees
 Merchandise type and density
 Sherwaniz, Shalwar kamiz, ties, children, etc
RETAIL IMAGE MIX (CONTINUE…)
 Sound: Soft and pleasing
 Lights: bright yellow

 Visual: Distinctive wooden work

SHOP DISPLAY
 Window Display
 Island Display

 Waterfall Display
STORE ATMOSPHERE
 Exterior look: Made of wood
 Changes every two month
 Dealt by Marketing Department
 Signature: Amir Adnan uses his signature as
logo.
 Interior: consist of fixture, lights, aisles, free
movement of customers.
SPACE MIX
 60% selling area
 Staple goods: USP cultural goods are kept at
center and deeper end of store.
 Convenience good: Kurta Shalwar

 Impulse Purchase merchandize: ties Shirts

SPACE MIX(CONTINUE…)
 Section one: children wear, kurtis, ties, shirts,
shalwar kamiz. Price 990-5000 rupees.
 Section Two: Couture wear. Turbans, kameez
with embroidery, Khussas. Price 5000-
800,000 rupees.
 Inventory turnover: 80-85%
MERCHANDIZING
 Right product, right quantity, right place, at
right price.
 Markup
SUPPLY CHAIN MANGEMENT
 Pre purchase orders and purchase orders
 Vendor management: different vendors,
purchase material at low cost
 Warehouse: No warehouse but store facility
RETAIL MARKETING STRATEGY
 Branding: Recognized, Accepted name and
confidence of customers
 They have defined their target market
 They are dealing with its target market for more
than 15 years.
 State of art embroidery
 Synchronizing cultural with modern.
RETAIL MARKETING
STRATEGY(CONTINUE…)
 Positioning:
 Market leader in providing quality apparels with
traditionalism being their forte.
 Trendsetters for menswear.
RETAIL MARKETING
STRATEGY(CONTINUE…)
 Retail Marketing Mix: Product Offerings
 Huma Adnan: bridal wearings
 Cutomers needs
 Place:
 Price:

 Promotions and Events:

 Decorate their outlets on special occasions.
 No such intense promotions
 They believe in word of mouth
RETAIL MARKETING
STRATEGY(CONTINUE…)
 People:
 Presentation: Amir Adnan thinks presentation
extremely important.

 Direct Marketing:
 Database of buyers
 Discounts to loyal customers
RETAIL MARKETING
STRATEGY(CONTINUE…)
 Catalogues and Mail Order: “High” in house
magazine
 Not for sell but given to those who shop more
than 5000 rupees.
 Telemarketing:
 Electronic retailing:
 Advertising:
 Used to advertise in fashion magazine
 Now only in in-house magazine
 Point of Sale: materials,
 Writes up reviews for latest arrivals in fashion
RESEARCH
 New concept development
 Feasibility of new products

 Cost pricing of product

 The material to use

CUSTOMERS SERVICE
 Identify the expectation of customers.
 They believe they are efficient in identifying
customers expectation.
 For urgent orders employees work overtimes
CUSTOMERS SERVICE(CONTINUE…)
 When customer not satisfied they can
change the product without being charged
extra.
 Planning to introduce loyalty cards.

 Follow up calls to the customers.

CONCLUSIONS AND FUTURE
OUTLOOK
 Planning for six different outlets in Pakistan.
 Changing their website

 Amir Adnan should focus on Direct Marketing.

 Many customers have not access to their in-
house magazine so They must go for
advertisement in different fashion
magazines.
Thank You
All….