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www.zawara.com
ZAWARA
CHAPTER 1: PROJECT OVERVIEW
ZAWARA
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1. PROJECT OVERVIEW
1.1 Introduction
Zawara is a Malaysias premier stylish, modest and elegant fashion retailer that meet the requires for Muslimah fashion as it is design by women for women. Made from natural luxurious materials such as sateen silk, chiffon silk, raw silk, cotton as well as hand crafted batik, the tailor meet the new standards and increasingly demanding fashion enthusiast who are always eager to shop for the latest trends, till style meets comfort. From the most-up-to-date groundbreaking trends, blouse, kaftans and skirts, all designed to meet our concept of delivering stylish, modest and elegant clothes that can be apply for every women especially 20 above. Zawara.com online portal is definitely an essential shopping destination for every fashionista everyday via worldwide express delivery. In website, they presented in the style of a fashion magazine, offers the style-savvy customer exactly what they want, unprecedented access to the hottest looks of the season and help customer how to style it with creative ways by using Augmented reality system, Virtual Mirror, first fashion retailer using this system in Asia, when fashion meets technology. So you also can try the clothes from home with using webcam only, and snap it, share with friends either it is suits or not. Other than that, Zawara also offers over 100 of the Asias most covetable designer collections to an international fashion audience. Theres no limit in fashion world especially for Muslimah. Guests of Zawara will be inspired from their in-house Fashion Consultants, Newsletter and featured clothes. It can be acceptable for all religious, culture and all kind of women doesnt
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matter where background of you came from. This fashion retailer completely one of the easiest way to stylish and it wont be same with other big name brand as it made in limited pieces.
In these modern societies, theres too many choice of fashion retailer in market, but Muslimah always-getting trouble to find perfect clothes to cover the aurah. Long sleeve but wide on top, short sleeve need to wear with inner, too tight than can see the shape of body, too thin like didnt wear anything. Muslimah also want to be fashionable so here come Zawara, design by women to women. But the problem with Zawara, people though its so expensive compare to others meanwhile its really worth to having it as they using the most good quality fabric and the design based on what Muslimah needed. Furthermore, Zawara still new and theres not so many publishing about it. So it will focus on how to increase the levels of brand awareness among the customers. Also, this situation analysis would be on the perceptions of society especially woman or girl towards the target audience of this brand that actually can be wear by everyone, not only business women or high class worker only.
1.3 Objectives and Aims 1.3.1 - Aims
To explores the opportunities in order to come out with best advertising and branding strategies and at the same time to change perceptions for audiences that this brand is not as expensive as they though.
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1.3.2 Objectives
To find out more on what is our local market situation and potential in fashion apparel To analyze the target audience and redefine the scope. To enhance the brand identity and awareness in the region. To bring out a good strategy for the advertising and branding.
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ZAWARA
CHAPTER 2: PROJECT PROFILE
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2. PRODUCT PROFILE
2.1 Product Name
ZAWARA ZAWARA is a premier stylish, modest and elegant fashion brand. ZAWARA was created to meet the standards of the new and increasingly demanding fashion enthusiasts who are always eager to shop for the latest trends, and now we are going all out to astonish fashionistas with its exciting collections.
2.2
Product Classifications
ZAWARA clothes are all designed to meet our concept of delivering stylish, modest and elegant everyday women wear.
2.3
Product Characteristics
Womens Clothing Type Blouse Traditional Dress (Baju Kurung) Price Range (RM) Unit Per Sale 99 - 199 Single
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2.3.2 Packaging
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2.4
Product Range
Various colours and designs based on what women desire of to dress like sophisticated grownups, which works in favor of being modest and chic. Its free size (UK 6)
AKINA
2.4.1 Blouse
ARIANE
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CARISSA
CELESTE
DALIA
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DEVONNA
ELODIE
HANA
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ILANA
INES
KALIKA
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NURA
PERLA
RENEE
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RHODA
ZAIRA
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2.4.2
Ayus Dress
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2.5
Distribution
ZAWARA is made from own in-house designers whereby they specialty in choosing fabric and design, understanding what every woman want. Zawara are the most direct link to its customer. Coming soon news, there would be more stores coming up to expand its market.
2.6
Based on my interview with COO of ZAWARA, Nur Fadilla Abd Karim said the product life cycle of Zawara is still growing and expanding.
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2.7
The Brand
ZAWARA is a believer of style meets comfort. ZAWARA is set to meet the high standards of the new and increasingly demanding fashion enthusiasts who are always eager to shop for the latest trend.
2.8
ZAWARA is online and offline shopping destination for every fashionista. This brand has been in the industry for a few years ago but sadly the market situation or business are competitive and doing just fine compare with its competitors.
2.9
2.9.1 Strength
2.9.2 Weakness Bad product display Lack of promotion The model too international Do not have great variety of designs Too competitive in fashion industry
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2.10
2.10.1 Advantages
2.10.2 Disadvantages Too competitive in the fashion industry from fashion forward perspective. Undefined brand position.
2.11
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2.12
Promotional History
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Somehow lately ZAWARA is sponsoring one of public show, Wanita Hari Ini on TV3.
2.13
Positioning Statement
ZAWARA is fashionable, high quality and basic casual elegance clothes that any women can wear at the lowest possible market prices.
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CHAPTER 3: THE COMPANY
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3. THE COMPANY
3.1 Company Overview
ZAWARA is a brand under Mirage Resources Sendirian Berhad. So basically, ZAWARA is an establishes clothing retailing, that specializes in designing, manufacturing, and wholesale (e-franchise program). ZAWARA already started in business in 4 years, start from 2008 but officially launched on second half 2012. Theres two ways in retailing; Online and Offline Online Can visit the website ZAWARA, www.zawara.com for choosing the product, also they provide the services Virtual Fitting Room, which customer can imaginary try it at home and share with family and friends to ask the opinions. Offline Theres several outlet customer can visit; the main one is at Plaza Damas,and then at bazaar The Curve and Rasta. Coming soon after Aidilfitri, new outlet at Shah Alam.
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3.2
Business Description
ZAWARA are directly link to customers. ZAWARA stores are usually have elegance appearance and wide space for displaying all products. Their outlets are mostly situated in boutique area. The stores designed for attracting fashion lover to search for their stylish, modest and elegance products. The main products are placed withing reachable and easy spotted areas.
3.2.2 Store Locations and Counts Location (Malaysia) Sri Hartamas Shah Alam Rasta TTDI Damansara 3.3 Company History Store Number 1 1 1 1
ZAWARA originally was born in 2008 where the first outlet is opened in The Curve bazaar because they beginning from small, in online and from there, ZAWARA keep expanding till now.
3.4
Key People
CEO : Kamarul Ariff Abdul Karim (Directors) COO : Nur Fadilla Abd Karim (Directors) And both of them are shareholders.
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3.5
ZAWARA C-0-5, Plaza Damas, No. 60 Jalan Sri Hartamas 1, Sri Hartamas 50480, Kuala Lumpur.
3.6
ZAWARA is developing fashion brand and hopefully to expand into international level. For major products, they want to keep it as modesty and cross viral where everyone (including non-muslim or muslim from all over the world could wear it). ZAWARA produces blouse, skirt (coming soon), tops, traditional wear, and jackets. Talk about service, what they more focusing is customer service which they ensuring the delivery services is perfect with a big Thanks and they keep updating & replying all customer in social networks medium such as Facebook pages, Twitter, Instagram.
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CHAPTER 4: & STAKEHOLDERS CONSUMER
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4.1.2 Psychographics PERCEPTION Recognize ZAWARA as top elegance, modest and stylish brand and believe our team designers are enthusiastic women who know what looks good and feels well on woman. LEARNING Friends and Family, Newspaper, Internet, Blogger, Environmental factors and Television. MOTIVATION & NEEDS Essential clothing that is affordable with high quality and yet pleasurable in design ATTITUDE & PERSONALITY Sensitive and passion in fashion trends LIFESTYLE Casual, modern, and constantly changing.
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Sales person
Medium
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4.2.2 Secondary Stakeholders STAKEHOLDER Media CRITICALITY to SUCCESS Medium CONCERNS Concerned in promoting the brand Contribute information through the community (W.O.M)
Communities
Medium
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ZAWARA
CHAPTER 5: INDUSTRY & MARKET PLACE
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The Malaysian retail industry is floating with strong retail growth of 12.8% in 2007,the highest since 1992 while private consumption spending grew at 11.7%. With slowdown economy and the increasing prices of basic products, the consumers begin to limit their spending as they facing financial difficulties. 5.1.3 Development of the Industry After the recession hits the economy of Malaysia in year 2008 and 2009, 2010 finally has witnessed economic recovery. The purchasing power is slowly growing of both local and international consumers due to spending from pent-up, restricted, suppressed demand and increasing tourist arrivals. Retailing had a healthy growth in 2010. But with many uncertainties shadowing global economy, economic environment still remained challenging. Thus, retailers resumed their proceed their expansion plans in a moderate way, while consumers spent cautiously. Foreign retailers getting stronger reputation as the consumers demanding more choices from retailing and getting more international tastes. This has made the retailing in Malaysia more competitive and saturated. GCH Retail, Tesco Stores, AEON Co and Carrefour Magnificent Diagraph foreign retailers are rapidly growing in Malaysia and replacing many local leading players in retailing. In 2010, The Store Corp, Econsave Cash & Carry, Parkson Corp were the only three local players who in the top 10 list of value share.
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ZAWARA
CHAPTER 6: SITUATIONS COMPETITIVE
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6 . COMPETITIVE SITUATION
6.1 Direct Competitors
6.1.1 The PopLook
Poppy is thepoplook.coms exclusive in-house label. Designed with the young and fashionable in mind, each piece is carefully created for the women of today. GENRE Women Online Casual Apparel Retailer SIMILARITIES Apparel retailer which focuses on casual wear STRENGTHS Great expanded online shopping and based in Malaysia, high brand loyalty due to frequent promotions and sales. WEAKNESS Weak execution of media such as in television.
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Since 2009, IAMJETFUEL has made trendy style easily accessible for a great price. Singer, songwriter and founder, Yuna Zarai adds chic, colourful Bohemian sensibility to her collection of womenswear, blending fun and sophisticated into one cool collection. IAMJETFUEL is founded in Subang Jaya, Selangor, Malaysia. GENRE SIMILARITIES Women Casual Apparel Retailer Apparel retailer which focuses on casual wear STRENGTHS Great expanded shopping and based in Malaysia, as being promoting by famous artist in Malaysia that be icon for every girls. WEAKNESS The quality of product.
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Home Industry was born in 1991 by Bpk Ir. Djamaloadin and Ibu Hernani at Palembang, whereby their daughter was born, Dian Wahyu Utani. To expanded their business, they moved Dian Pelangi at Pekalongan on 2006. Started from moms desire to keep Indonesia traditional wear, Dian Pelangi further in designing clothes/ But all her muslimah design is universal till non-muslim wearing it, its still looking good and exclusive. Dian Pelangis special characteristic is colourful fabric such as rainbow and originally made from Indonesia.
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GENRE SIMILARITIES
Women Casual Apparel Retailer Apparel retailer which focuses on casual and exclusive wear collection
STRENGTHS
WEAKNESS
Only sale offline. Zero advertising and resistance to low cost market
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CHAPTER 7: SWOT ANALYSIS
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7. SWOT ANALYSIS
7.1 Strength
Tailor made using natural luxurious materials such as sateen silk, chiffon silk, raw silk. The design is up-to-date and also limited as its tailor special made. Fashionable and essentials Free size for Asian cutting and measurement High quality products at reasonable prices Comfortable vibrant products
7.2 Weakness
Brand awareness is not strong enough Peoples perception that think its expensive as not worth for a simple blouse. Though its for high class. Advertising in printing and design not so powerful. Small, limited variety of clothing design. Outlet located at high class area Not all products have fixed Asian cutting measurement
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7.3 Opportunity
With using Augmented reality system, Virtual Mirror, customer can try on the clothes from the comfort of their homes. People are aware of fashion trends and concern about their appearances. Its a local brand, Malaysians fashionista will be loyal to local brands and achievements Aidilfitri season can boost their sales on Ayu dress as traditional modern wear. Affordable and reasonable prices of the products.
7.4 Threats
To many competitions among local and international fashion leading brands. Too many non official online blog selling Zawara products also. Fashion and apparel products are considered as a luxury in Malaysia Some people do not prioritize appearances with fashionable clothing product
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ZAWARA
CHAPTER 8: STRATEGIC TARGET AUDIENCES
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8.1.2 Psychographics PERCEPTION ZAWARA is affordable products that simply design for every woman to wear daily as casual or working or to go the college which the design is modest. LEARNING Friends and Family, Newspaper, Blogger, Environmental factors and Television.
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Essential clothing that is affordable with high quality and yet pleasurable in design
Sensitive and passion in fashion trends at the same time still prefer to wearing something simple yet elegance.
LIFESTYLE
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8.2.2 Psychographics PERCEPTION ZAWARA is easiest daily wear for adult women that the fabric quality is the best one among other fashion brands and also the chosen color is pastel and soft. LEARNING Friends and Family, Newspaper, Environmental factors and Television. MOTIVATION & NEEDS Affordable design with reasonable price.
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Passion in working but yet still want to have simple elegance look for good impression.
LIFESTYLE
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ZAWARA
CHAPTER 9: RESEARCH DEVELOPMENT
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9. RESEARCH DEVELOPMENT
9.1 Marketplace Research
9.1.1 ZAWARA outlet, Plaza Damas
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Helpful and friendly staff. They wrapped products nicely after customer purchase for it.
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Those are several Malaysian top fashion blogger with ZAWARAs product. This is how they promoting ZAWARA in blog.
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Contact #1 : Email Communication Details : Several questions had been asked through e-mail communication. But then they Puan Dilla would help me by making interview session face-to-face with making an appointment. Check out following page for the conversation.
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My question and email to them; On 21 July 2012 20:41, Tengku Tezuka <tengku.aniyah@hotmail.com> wrote: Helo and good day :)
My name is Tengku Izzati Aniyah Tengku Ismail, a final year Advertising Design student at Multimedia University Cyberjaya, and as for my final year project I've chosen Zawara as my subject research. What got my interest in choosing your product is the fact of clothes design, and strategy online marketing; Virtual Fitting Room that completely puts Zawara in a unique stand against other clothes and apparel in the market. So, I'm writing in here to inquiry for more details. To make it short and easy, below is the point form of my questions regarding the marketing and advertising information of Zawara.
1. Business description - about what Zawara doing (retailing, designing, manufacturing, advertising etc ) 2. Key People - Name & designation ( Founder, CEO, local manager, sales & marketing manager, PR, etc) 3. Brands, Major Products & Service 4. Corporate Vision & Mission
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6. Product sales history (if applicable) 7. Current Marketing Objective - for short term & long term (maybe more outlets? Target of market share in the field?)
8. Media expenditure - advertising & promotional activities (social network, radio broadcasting, flyers or any television commercial?) 9. Current target audience - age range & social status 10. Stakeholders - Characteristics or job database 11. External Stakeholders - (who in charge supply chain? Any advertising agency? ) 12. Main Competitors
I think these are the major questions which needs your assistance in answering, I do hope these questions aren't intrusive to your company's privacy. I understand if your department need time to answer these questions, but may I know how can I get your permission to take pictures on your outlets and product? Because this activity requires the most time and is field work-based, I sicerely need your permission as soon as possible to carry out this activity. I will send copies of the survey results and the pictures taken when it is compiled. Do I need to go to your boutique to get the permission, and show the official letter ffrom my university? If so, may I go there on either Sunday or Monday to obtain ther permission?
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Above should be only the information I would like to know so far. I hope that it won't be too much for you. Anyway, your assistance and time for this email are highly appreciable.
Thank you! :)
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Contact #2 : Interview face-to-face session at MIRAGE resources, Mrs. Dillas office. Details : The same question had been answered after she read through e-mail I sent to her. But some info cant be telling much.
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9.5 Others
Methods and Technique Several methods had been applied in order to get sufficient information for better understanding and research development. Other than internet resources searching, on ground research had been done by visiting to the outlet store. I had also bought the products for research purpose and trying to experience it from the perspective of a consumer.
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Label tag.
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Receipt.
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10.1.2 Advertising
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thepoplook.coms advertising.
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11. REFERENCES
ZAWARAs official website, www.zawara.com ZAWARAS facebook page, http://www.facebook.com/ZawaraOnline ZAWARAs twitter; @zawaraonline https://twitter.com/zawaraonline Thepoplook, www.thepoplook.com Maysaa, www.maysaa.com IAMJETFUELSHOP, http://shop.iamjetfuel.com/magazine Google Malaysia Search Engine, www.google.com Wikipedia, The Free Encylopedia, http://en.wikipedia.org/wiki/ The Malaysian Textile Manufacturers Association (MTMA), http://www.fashion-asia.com/page.cfm?name=aboutus Youtube, http://www.youtube.com
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12. APPENDICES
1. What is your age group? Below 17 18 - 24 25 - 31 32 38
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4. What is your monthly income? RM 500 RM 1000 RM 1000 RM 1500 RM 1500 RM 2000 RM 2000 & above
6. Approximately, how much would you spend for your clothes? Below RM 100 RM 100 RM 200 RM 200 RM 300 RM 300 RM 400 RM 400 and above
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7. What type of fabric do you like to wear? Cotton Lycra Chiffon Satin Wool
8. What fashion style that you confidence the most? Simple Covering the awrah Stylish Modest Elegance Feminine Casual
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10. Among these few brand,, which will you go for? IAMJETFUELSHOP Maysaa Zawara Hajaba DP by Dian Nurul Wonder Wardrobe Zalora
12. Where did you hear about ZAWARA? Newspaper TV, Radio Friends or relatives recommended Websites/Blog Social Media (FB, Twitter, Instagram) Magazines Never
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13. Have you purchased any item from ZAWARA before? Yes No
14. If yes, what brings you to purchase ZAWARA product? Design of clothes Price Promotion Advertisement Trend
16. Are you aware that ZAWARAs official website has VIirtual Fitting Room? Yes No
17. If yes, have you ever try using Virtual Fitting Room before? Yes No
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18. What can ZAWARA improve to achieve brand awareness? Advertising Promotion Branding Price Store Atmosphere