Basic Situation Analysis Report part 2

2.3.2 Packaging

F.O.S shopping bag

Brands Outlet Shopping Bag

The shopping bag design with the competitor's shopping bag are similar.

2.4 Product Range

New designs or collection and promotions can be found in every week to keep the store active and to keep the consumers surprised in order to maintain popularity of the brand.

2.4.1 Men's Clothing

Polo Tees, Basic Tees, Plaid Shirts, Shirts, Graphic Tees, Long Pants, Short pants, Jackets, Hoodies

2.4.2 Women's Clothing

Blouse, Basic Tees, Dress, Polo Tees, Graphic Tees, Skirts, Plaid Shirts, Shirts, Shorts, Long Pants, Tunic Tanks, Coats, Jackets

2.4.3 Kids' Clothing

Short Pants, Long Pants, Dress, Skirt, Graphic Tees, Polo Tees, Hoodies

2.4.4 Accessories

Socks, Purse, Scarves, Earrings, Nail Polish Bottles

2.4.5 Caps

2.4.6 Footwear

Slippers, Sandals, Baby Shoes, Flatties

2.4.7 Eyewear

Women's Sunglasses and kids' sunglasses

2.4.8 Watches

2.4.9 Underwear & Innerwear

Boxers, Briefs, Trunks, Singlets

2.5 Distribution

2.5.1 Direct and Indirect Distribution

F.O.S has some products are not from its own in-house designers. Therefore, F.O.S also distributes the imported stocklots and overruns to their customers. F.O.S also distributes directly its own in house designers' products. F.O.S currently have 25 outlets in Klang Valley and 22 outlets are outstation, one is the 22 outlets are in the East Malaysia. Until today, F.O.S is still expanding and growing more outlets in Malaysia.

2.6 Product Life Cycle

Based on my interview with Brand Manager of F.O.S, Nicholas Lo said the product life cycle of F.O.S is still growing and expanding although F.O.S has been in the industry for 14 years.

2.7 The Brand

2.7.1 Mission Statement

Direction of F.O.S is simplicity which can be seen in F.O.S store layout. F.O.S has managed to create a unique identity for itself from its store layout. Customers are able to easily recognise an F.O.S outlet. All outlets are large and give out a sense of wide open space which enables one to have a clear view of the entire store with just a glance. Each section for men, ladies, and kids are also departmentalized which creates the right environment for customers to shop with ease and comfort.

2.8 Brand Image and Implication

F.O.S is an established retailing outlet brand . F.O.S provides great variety of retail apparel products for all ages from kids to elderly adults. Many people in Malaysia know this brand but not a lot of people are loyal consumers who believe and love the brand. This brand has been in the industry for 14 years and its popular but sadly the market situation or business are competitive and doing just fine compare with its competitors.

2.9 Strength and Weakness

2.9.1 Strength

·         Vibrant and colourful design products

·         Stylish and affordable

·         Suitable products for middle class families.

·         Consistent productivity

·         Asian cutting measurement

·         Great variety of fashion products

2.9.2 Weakness

·         Too competitive in fashion industry

·         Do not have great variety of designs

·         Bad product display

·         Lack of promotion with media such as internet and magazines.

·         Not consistently having Asian cutting measurement

2.10 Advantages and Disadvantages

2.10.1 Advantages

·         F.O.S has local products and also products from other countries.

·         Reasonable, more affordable prices compare to its competitors.

·         Great variety of fashion products for attending different kind of events and activities.

2.10.2 Disadvantages

·         Too competitive in the fashion industry from fashion forward perspective.

·         Not clear, define brand proposition is known to the audience.

2.11 Unique Selling Proposition

The proposition of F.O.S is stylish, good quality and affordable.

2.12 Promotional History

·         F.O.S every year will have warehouse sales for their products

·         Every week F.O.S will have one promotion

·         F.O.S now having a promotion of buy one get two free basic tees

F.O.S in the past years, they did sponsored a cheer leading boy team called Mickeymitez  by providing them the uniform clothes and they won the competition. Then, during this year Hari Raya, F.O.S thought of collaborating with Disney Mickey and came out a collection of mickey graphic tees and ambassadors are the Mickeymitez members.  

F.O.S have an active Facebook page and Twitter to communicate with its customers or fans of F.O.S

     2.13 Positioning Statement

      F.O.S is a fashion clothing brand that communicates to middle class families at all ages by providing a wide range of fashion products for both genders from casual simple look to formal stylish look with good quality at an affordable price.

      The first outlet store opened in Sunway Pyramid in 1997. Ordered stock provisions which had cancelled from international renowned brands are made available in F.O.S.  Only a fraction of the original retail price is being sold as the international renowned brands form a significant share of F.O.S' merchandise. F.O.S also has its own in-house development brands which complements  the stocklots and provides a variety to the merchandise available at F.O.S.