HAYAA

WITH

AN OPENNESS TO THE WORLD

SUBMITTED TO:

SIR AWAIS KHAN

PREPARED BY
Mohsin Raza
Ahsan Malik
Abdur Rehman Butt
Ali Ahmed

SUBMITTED TO
Sir Awais Khan

HAYAA
With an openness to the world

PREPARED BY
Mohsin Raza
Ahsan Malik
Abdur Rehman Butt
Ali Ahmed

1-INTRODUCTION.................................................................................1
1.1 HISTORY.................................................................................................... 1

1-INTRODUCTION
1.1

HISTORY

Some people think that it existed 4,000 years ago in the ancient civilizations
of
Mesopotamia (which is now in Iraq) and that when Islam arose, it embraced
the idea of the body covering and veiling.
In Jahiliya days, women way of dressing used to reveal their necks, chests
and
other parts of their bodies. They also used to draw their veils to the back.
Accordingly, when Islam arrived, they were ordered to cover their bodies and
hair in order to protect themselves from the acts of disrespect.
In pre-Islam urban centers, the women who were dressed in Abayas were
seen
as luxurious women from noble families who did not have to work. They were
distinguished from maids and prostitutes, who were not allowed to cover
their bodies.

Often the Quranic quote, "O Prophet, tell your wives and daughters, and the
believing women, to cover themselves with a loose garment. They will thus
be recognised and no harm will come to them" Quran 33:59.

1.2

INDUSTRY OVERVIEW

Outside the few Arab states and Saudi Arabia, in nations with large Muslim
populations, such as Indonesia and Pakistan, not everyone wears it. After the
Islamic Revolution of Iran in 1979, women needed to cover their heads and
bodies. In Saudi Arabia, women are required to cover in public. In South Asia,
an equivalent garment is the burqa.
The culture of Pakistan has always been the focal point for all fashion
designers in the Pakistan fashion industry. Whether it is dress, abaya or
accessories, Pakistani fashion industry has always kept the aspect of
pertaining to our traditional roots and heritage that are actually the main
identity of Pakistan.

1.3

INDUSTRY DYNAMICS

Hayaa has planned to enter the fashion industry in Pakistan with a unique
ideology. There exist a complete industry for hijab and abayas. The best raw
of hijab is available in Pakistan. As we are planning to execute our idea from
Lahore, so our survey provided us with huge information regarding abayas
market in Lahore. At present international marker, township market and
aazam market is the known suppliers for hijab raw including cloth, strings
and different stuff. Aazam market is well known for providing best quality
raw.
Visualizing the all aspects of our business, it is found that there exists no
such competitor against our idea. The only way we will be competing in the
industry is through considering our cost strategies and execution strategies.
The industry for hijab is providing with dual use abayas currently but we are
planning to give multi use abayas. So there are substitutes against our
product but no competitor.

2.
2.1

BRAND INTRODUCTION
BRAND NAME

Hayaa

2.2

LOGO

2.3

TAG LINE

With an openness to the world

Not only abayas, The best quality Abayas

3.

VISION AND MISSION

3.1 VISION STATEMENT

Be the Best Quality Abaya Provider in the industry

3.2

MISSION STATEMENT

To become number one abaya provider in the market by providing the best
quality and best innovative designs that differentiates from its competitors
and provides a competitive advantage while striving for survival and growth
by concerning all stakeholders.

MARKETING MIX

4.1 PRODUCT
Hayaa focuses on hijab wears and will sell Abayas to the working as well as
non working women. It will be providing Pakistani Muslim women with well
designed and well customize Abayas. It will be providing colored Abayas
other than the traditional black. It will sell different fabric Abayas including
stuff like chiffon, georgette, raw silk etc. and of course Hayaa will be
introducing a line of printed Abayas. Hayaa is also adding a line of scarf
styles, colors, prints and stuff. Hayaa is created specially to inspire and
encourage muslimah to wear hijab because there are so many beautiful ways
to wear them.

4.2 PRICE
Hayaa provides its customers their perceived value. Hayaa will be available
at the affordable prices that a customer will be willing to pay, as hayaa is
targeting the third class of society as well. As a general rule of thumb, 50%
of each garment's cost is consumed in actual manufacturing, divided among
labor and materials. The other 50% is allocated overhead and shipping
expenses. Average mark-up is 40% of cost.

4.3 PLACE
Opening a abaya brand store in Lahore, one cannot find a better place than
mall of Lahore, panorama center, Hyper star Lahore, Metro Lahore, liberty
market and other shopping malls because there is high frequency of habitual
shopping class is seen.
Hayaa will depend upon several promotion strategies to reach new
customers. These strategies include. Apparel industry magazines and
newsletters are considered to be effective advertising media, direct mail,
television, cable television, billboards, steamers, bus wraps etc.

5 STDP (Segmentation, Target Market,

Differentiaon, Positioning)
5.1

SEGMENTATION

5.1.1 DEMOGRAPHIC SEGMENTATION

Age: People of all ages but young girls and boys will mostly our customer.
Gender: Male and Female.
Family size: No limit of members. It may be single or all family members.
Family life cycle: young or old, married or single.
Income: Rs. 40,000 and above
Occupation: students, working people and house wives
Social Class: Upper class, Upper middle class and middle class

5.1.2

GEOGRAPHIC SEGMENTATION

For the availability of our Hayaa we segmented Lahore on the basis of strong
distribution channels that make our product available in Lahore. But we want
to increase our business in Punjab and then Pakistan. Punjab is divided into 5
zones includes modern retails of Lahore, Faisalabad, Islamabad, Multan and
Gujranwala-Gujarat. Then we target other provinces of Pakistan.
Liberty market, Lahore
M.M Alam road, Lahore
Xinema Mall, Lahore
Pace shopping mall, Lahore
Annar Kali, Lahore
Panorama Center Mall road Lahore
Cream block market, Allama iqbal Town
G 1 market Joher Town, Lahore

5.2

TARGET MARKET STRATEGY

Hayaa a Fashion label is targeting Muslim women in Lahore, especially those

who like to wear Abayas. Hayaa targets working and non working women i.e.
students, housewives, ladies wearing Abayas occasionally. Hayaa is providing
point to all those women or girls in the three classes of society who desire to
look up to date and style. Hayaa is an opportunity for those who have been
rejected by their best selected opportunities as an employed woman and of
course for those who are lacking confidence presenting themselves in hijab
against their working conditions, also targeting those who cant present
themselves even in their colleges, universities and offices. And they shed off
their hijab just for the misconception that they are not acceptable to the
society, we make them acceptable and even admirable to their environment.
The process of evaluating each market segments attractiveness and
selecting two or more segments As the outlets of cuts and fits are in posh
area and prices are high, so Hayaa is targeting upper class and upper middle
class. Target market depends upon size and growth rate of population,
Company resources and structural attractiveness of market segment. Hayaa
is not so much expensive but is unique. The segmentation of our target
market on the basis of income is Elite and upper middle class.

5.3

UNIQUE SELLING POSITION

In Pakistan the markets for producing Abayas on its own is very rare. Only a
few names are in the market that produces their own product (Abayas). But
here hayaa is differentiating from all in the way that hayaa is providing
Abayas other than traditional black and in a variety of styles and colors
thats makes your personality admirable. Unlike others hayaa will be selling
dual use Abayas and scarves. It will be providing hijab accessories in its
complete product package. Hayaa enables you to present yourself as a style
setter in the limits of shareyah. Each and every abaya in Hayaa look very
traditional as well as stylish. Hayaa collection is specifically designed to suit
a variety of occasions and cultures as well.

5.4

POSITIONING STRATEGY

Hayaas positioning strategy of providing the accessories with its offered

package and high quality customized abayas with more value is serving as a
positioning strategy for Hayaa. Hayaa is a customer based outlet providing
your specialty designs that suit you best enabling you face the world.

Bibliography
http://anrabbayah.weebly.com/the-history-of-abaya.html