MMI 3033 Design Project 1 Media Innovation: December 2011

Key Facts :

F.O.S merchandise are free from pig skin. All merchandise are halal.
F.O.S sells women's clothes, men's clothes, kids' clothes, accessories, bags, footwear, eye wear, watches, caps, underwear and inner wear.
F.O.S merchandise are affordable and economic price range from RM 10 - RM200
F.O.S have been around in Malaysia for 14 years.

Objective

Want F.O.S to be the first destination for all Malaysians to go to when they want to shop for clothes.
To reinforce F.O.S brand into all Malaysians top of mind.
Hope this message is communicated through our stores as well as out slogan tagline: Find it. Love it. Buy it for Less at F.O.S!

Target Audience

Demographics

· Age : 25 - 35 years old

· Gender : Both gender

· Education : Fresh post-graduates and above

· Occupation : Student to Working Adults (blue and white collar)

· Income Range : RM 2000 - RM 4000

· Race & Ethnicity : All races

· Geographical Location : Urban and Sub-urban Areas

Psychographics

· Perception : Prefer attractive, simple little designs and comfortable but yet stylish at economic price for his family and himself

· Learning : Friends, family , internet, newspaper and magazine.

· Motivation & Needs : Comfortable and stylish clothes and accessories at low prices in order to be presentable, confident and stylish.

· Attitude & Personality : Care taker, mature,smart, wise money spender, like to appear simple and yet stylish to gain confidence and presentable.

· Lifestyle : middle class family life, stylish, economic, modern lifestyle.

Positioning
Factory shop concept, good quality, affordable and stylish. "Find it. Love it. But it for Less at F.O.S!"

Primary Message
Find your style in good quality, stylish F.O.S at the affordable low prices. F.O.S merchandise is affordable to parents who has started a new family who seeks for economic products for family but yet remain presentable and suitable to them as middle class.

Copy Platform
F.O.S merchandise are value for money, affordable to the youngsters
F.O.S merchandise have good quality, young & colourful clothes to match the youngsters' style.
F.O.S merchandise is halal
F.O.S have been around in Malaysia for 14 years.

Tone & Manner
Deliver the message in a more wise, mature,economic, a friendly buddy.

Mandatories
F.O.S Logo, F.O.S Facebook page website address, F.O.S Twitter page website address.

9.4 Interview

9.4.1 Person In Touch

An interview was conducted in order to get more information about the company and the brand.

Person : Nicholas Lo

Designation : Branding & Communications Manager

Phone Number

Mobile : 6012 721 8857

Office : 603 5569 5088

Fax : 603 5569 4088

Office : F.O.S (Factory Outlet Store)

Optimum Global Resources Sdn. Bhd.

No.20, U1/20 Jln Jurunilai,

Hicom Glenmarie Industrial Park,

40000 Shah Alam. Selangor Darul Ehsan.

Face to face meeting at F.O.S (Factory Outlet Store) Headquarters, Optimum Global Resources Sdn. Bhd. in Glenmarie.

Meeting time at 2.00pm

Below are the questions which were asked during the interview and answers.

Questions	Answers
What is the situation of the store's market ?	In general, the outlet stores are usually quiet but only strong during festival such as Hari Raya, Chinese New Year, Deepavali, Christmas and etc.
What is the issue or problems the products is facing other than lack of promotion?	We would like to expand make up products, improve the quality of accessories, give more variety to Men's clothes, kids' clothes and women clothes.
Which is the one among all the categories listed from merchandise or clothing that you think it still have space to improve in relevant to advertising?	New arrivals, our graphic tee, socks and nail polish are pretty good quality too.
Which brand is your competitor? Do you make comparison with any other clothing brands?	Brands Outlet. We are the first one who began the all-in-one fashion brand in Malaysia and few years later only exists BrandS Outlet. We, F.O.S outlets play better music, more colorful and F.O.S is the pioneers who lead the trend for outlet store.
Any achievement of advertisements been done in the past?	We seldom advertise. We are reverse to publicity and we believe our products quality and prices gain customers' trust. But we are slowly changing and starting to do more advertising in future.
Are the clothes sell in F.O.S made by F.O.S in-house design team? or get the products from other places?	50% of the products in the stores are made by our in-house design team and 50% are from stocklots and overruns.
What are the unique selling points of F.O.S brand?	Affordable, stylish and good quality.

Chapter 10: Precedent Studies

10.1 Advertising Strategy

10.1.1 Packaging and Labelling

(1)Baby shoe box. (2&3)Accessories without any box or packaging.

Adult and teenagers' footwear products do not have or require any box or packaging but just a simple label tag and hanger.

10.1.2 Advertising

Clearance sale and promotion advertisement on newspaper.

F.O.S sponsored a all men cheer leading team members uniform clothes.

And F.O.S this year came out new graphic tees with Mickey Mouse design and featured the Mickeymitez cheer leading team members for Hari Raya promotion advertisement on newspaper.