Wednesday, November 30, 2011

Basic Situation Analysis Report Chapter 9


Chapter 9: Research Developments
9.1 Marketplace Research
9.1.1 F.O.S IOI Mall


Two entrances of F.O.S store in IOI Mall, first floor.


Accessories are placed on the wall of the pillar and belts and purses are placed at bottom of the pillar.
9.2 Market Observation
9.2.1 Brands Outlet, IOI Mall
Entrance of Brands Outlet store, located on first floor, IOI Mall



9.2.3 Comparison
The market observation for F.O.S and its direct competitor, Brands Outlet was carried out on the weekday. This was done by observing the customers that came into the store and buy the products. Below is the result of findings.
Brand & Time\ Actions
 Walk In & Observe
Bought the Products
F.O.S
(11.30 - 12.30)
13
2
Brands Outlet
(12.30 - 1.00)
45
15

9.3 Survey
The surveys were carried out online, 95 participants aged from 13 to above 40 years old. This survey was carried out in order to know the current situation of retail market in consumer's perspective.
 Survey Questions
1.    What is your gender?
38 Females and 57Males

2.    Which age group do you belong to?

Pie chart above showing female age groups.
Pie chart above showing male age groups.

3.    What is your nationality?

4.    What is your education level?


Pie chart above showing female education level only.
Pie chart above showing male education level only.
5.    What is your occupation?
Pie chart above is showing the occupation of the female participants

Pie chart above is showing the occupation of the male participants
6.    What is your income range or monthly allowance?


Pie Chart above is showing the income range or monthly allowance of the female participants

Pie Chart above is showing the income range or monthly allowance of the male participants

7.    Please rate your awareness towards fashion trends, 1 is the least, 10 is the most.

8.    How important are appearances to you ? Please rate accordingly, 1 is being the least, 10 is being the most.

































































































21.  Please do give your valuable suggestions regarding to how can F.O.S be further improved as a economic, all-in-one fashion brand, if any.
more attractive female clothes for youngsters.
add more new style and common sizes of clothes
no comment.
More stylish designs.
although is an economic fashion brand, but the quality is really bad, that's why i will never buy from it again after my first purchase. and the designs are not really that nice. hope it could improve.
Do more online promotion when there's any promotion available at the outlet
A better product display, helpful staff, and improved outlet ambience (currently looks like a brightly lit warehouse in red and white) to cater for more fashion forward consumers.
I did visit F.O.S for one time. I found that maybe in term of quality of fabric and design is still need to improve to those strong competitor like Giordano and etc. Anyhow, I quite like the colour of the shirt and pants cause almost all looks vibrant and nice. Not those dull colour.
improve on quality of products.
If F.O.S introduce more fashion.
F.O.S not bad
Need to have more fashionable items
More advertisements through media online.
quality improvement
Provide more clothes/apparels in good condition & quality without tearing up the original brand of the clothes/apparels.
Have more designs
More unique special new trend nice product
Better design, more variety, current stock in store are to safe .
Bring in more nicer cloths.
FOS can improve on the quality and size of the product especially the clothes.
design of the product.
More range of products.
Lighting.Very bright and makes its hard to focus on the clothes.I prefer ambient lighting.
promote more
Stop cutting the brand tags when you resell. And bring in more sizes to accommodate medium-sized consumers such as M and L sizes. Cut down on the XL and XXL.
have more asian sizes instead of international sizes.. provides more variety and not just t shirt ..
Improvement on the quality.
more design variety
Lower its prices as low as possible because the price now is no different than any major brand..it should try being competitive by having cheaper price
Please bring those brands which suitable for Asian male size.
men's clothes size big.. top better start at size xs.. and bottom better start on size 27.. thanks...
Selling clothes at a more competitive price.
should re-organise to display the goods, sometime hard to get the size i want
Cheaper products. After all, it's a factory outlet store.
Keeping up to date with current trend and at the same time making sure F.O.S never lose track of their casual fashion concept experience.