Basis Situation Analysis Report Chapter 6 - 8

Chapter 6: Competitive Situation

6.1 Direct Competitors

6.1.1Brands Outlet

Brands Outlet from Padini Group is a recently introduced brand which their proposition is  convenient, good quality, good variety and affordable.

Brands Outlet started in 2007, bringing variety of brands to men, women and children, from casual wear to career wear, inner wear to accessories.

Brands Outlet carries in-house labels, a small variety of consignment brands and has promotions all year round. The in-house brands are Garage, Guya, Industries, Tizio Studio Men , X-Girl, Mirror, Theory, Quincy, Blitz, Downtown, Duchess, Seven Nights, Studio Ladies , Nature Clothing, Lady Legs and Traffic.

Founded                  : 2007

Headquarters          : Glenmarie, Selangor, Malaysia

No. of store(s)          : 8

Similarities                 :  Provide same range of unisex fashion products

Strength                    : Offers great range of designs in the fashion products

Weakness                 : Quality is slightly worse than F.O.S. It is still a new brand                              compare to F.O.S. Not as well known as F.O.S

6.2.1 The Reject Shop

Reject Shop is a home grown Malaysian chain store which focuses on retailing global branded garments which are off-season stocks, discontinued stocks together with Metrojaya's own developed good quality merchandise at great value low prices.

Well known brands from the USA, Europe and Australia find their way onto the shelves of Reject Shop, enabling the store to offers men, ladies, and children apparel across a full range of sizes. Since its introduction in 1990, Reject Shop now operates a nationwide chain of stores and outlets at leading shopping locations throughout Malaysia.

Founded                  : 1990

Headquarters          : Kuala Lumpur, Malaysia

No. of store(s)          : 40

Similarities                 : Provide retailing branded garments which are off-season,                                 discontinued stocks or late order cancellation stocks. 

Strength                    : Well known local brand, big amount of outlets.

Weakness                 : Do not have Asian cutting measurement

6.2 Indirect Competitors

From its simple beginning in 1970s as a family owned business, VOIR Group has grown into a multi-brand fashion wear, casual apparels and lifestyle enterprise with strong local distribution network and rapidly expanding overseas presence.

VOIR Group is the leading brand owner and retailer of women's fashion & casual apparels, shoes and accessories in Malaysia. Besides women's clothing, the men's fashion and casual apparels and children's wear are also key contributors to the group's growing business.

VOIR Group's own branded products such as VOIR, Applemints, SODA, South China Sea, G&H and NOIR, together with its licensed international brand Diadora, is easily available through its extensive nationwide point of sales network of multi-brand concept stores (VOIR Gallery) branded specialty stores and specialty counters at all major department stores.

Founded                  : 1970

Headquarters          : Seri Kembangan, Selangor, Malaysia

No. of store(s)          : 25

Similarities                 : Provide same range of unisex products 

Strength                    : Well known local brand, big amount of outlets. It offers                            more variety of designs.

Weakness                 : Do not have young, stylish, fashion forward designs to                                          attract  younger age consumers. 

Chapter 7: SWOT Analysis

7.1 Strength

·         Popular brand

·         Stylish and comfortable vibrant products

·         Affordable prices

·         Products are suitable to middle class familes

·         Good quality at reasonable prices

·         Asian cutting measurement

·         Focuses o the little simple details that make different outcome in design.

7.2 Weakness

·         Bad product display at the stores like a factory.

·         Seldom use media promotion like television, radio, internet, etc.

·         Small, limited variety of clothing design

·         Not all products have fixed Asian cutting measurement.

7.3 Opportunity

·        People are aware of fashion trends and concern about their appearances.

·        it is a local brand, Malaysians will be loyal to local brands and achievements,

·        Affordable and reasonable prices of the products is what consumers love the most.

·        Customers will shop for clothes when festivals coming near.

·        Year end raining season can boost their sales on their umbrella products.

7.4 Threats

·         Saturated fashion apparel market/ industry

·         Competitive to other fancy fashion forward brands.

·         Fashion and apparel products are considered as a luxury in Malaysia.

·         Some people do not prioritize appearances with fashionable clothing products.

Chapter 8: Strategic Target Audience

8.1 Proposed Primary Target Audience

8.1.1 Demographics

·         Age                                        : 15 - 25 years old

·         Gender                                 : Both gender

·         Education                            :  fresh post-graduates and below

·         Occupation                                    : Student to Working Adults

·         Income Range                   : RM 400 - RM 2000

·         Race & Ethnicity                 : All races

·         Geographical Location   : Urban and Sub-urban Areas

8.1.2 Psychographics

·         Perception                           : Prefer attractive, simple little designs and                                                       comfortable but  yet stylish at economic price.

·         Learning                               : Friends, family , internet and magazines.

·         Motivation & Needs          : Comfortable and stylish colourful clothes and accessories at low prices in order to look stylish without spending too much money.

·         Attitude & Personality       : Positive, happy, active, adventurous, wise money spender, like to appear simple but still remain attractive to gain confidence.

·         Lifestyle                                  : Active, stylish, economic, modern lifestyle.

8.2 Proposed Secondary Target Audience

 8.2.1 Demographics

·         Age                                        : 28 - 38 years old

·         Gender                                 : Both gender

·         Education                            :  Post graduates

·         Occupation                        : Office worker ( white collar )

·         Income Range                   : RM 3000 - 4000

·         Race & Ethnicity                 : All races

·         Geographical Location   : Urban and Sub-urban Areas

8.2.2 Psychographics

·         Perception                           : Prefer simple little designs and comfortable                                                   but  yet stylish at economic price.

·         Learning                               : Friends, family and internet.

·         Motivation & Needs          : Comfortable, good quality, and stylish colourful clothes and accessories at affordable prices. Wanted to look stable,                                                      mature and good looking with style to boost self esteem, look presentable to friends and family.

·         Attitude & Personality       : Brave, social-able , understanding, wise, thoughtful, like to look good by just dressing simple design , stylish clothes.

·         Lifestyle                                  : Relax stylish, economic, modern lifestyle.