Tuesday, January 29, 2013
Chapter 9: Research Developments
9.1 Marketplace Research
Forest Boutique at
Berjaya Times Square
Forest 2nd Boutique in
Berjaya Times Square
Forest Boutique (
Sunway Pyramid )
9.2 Market
Observation
Based on market observation in some of the
supermarket around Klang Valley, Forest is not a user choice compare to its
competitors like Diesel, B.U.M Equipment that offer fresh and latest design.
Even though the price is affordable, many of the user just pass the
"Forest" section. Maybe because of the lack of awareness of what this
brand can offer in term of quality and design.
9.3 Survey
The surveys were carried out online with 76
participants.
Survey Questions
2. Which category below includes your age?
3. Ethnic Group
4. Income range
5. Have you heard about 'Forest'?
6.Did you know "Forest" is a local brand
(Malaysian Brand)?
7. What is the first brand that comes to mind when
you think of sport wear apparel?
8. Have you purchased any of "Forest"
products?
9. Which of the following matters you consider the
most when purchasing clothing products?
10. Did you know Forest also produce casual wear
besides sports wear?
11. Which part of Forest should be improved?
Chapter 8: Strategic Target Audience
8.1 Proposed
Primary Target Audience
8.1.1 Demographics
Age :
14 - 24 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, healthy and challenging.
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 2000 - 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.
Chapter 7 SWOT Analysis
7.1 Strength
·
Wide range of products
for both male and female
·
High quality products
·
Asian cutting and
measurement
·
Affordable prices
·
Products are suitable
to middle class familes
·
Good quality at
reasonable prices
7.2 Weakness
·
Seldom use media
promotion like television, radio, internet, etc.
·
Bad product display at
the stores
·
The design of the
product produced is dull compare to other clothing brand that makes more
attractive design.
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.
·
The awareness of the
people nowadays to do outdoor activities.
7.4 Threats
·
Saturated fashion
apparel market/ industry
·
Competitive to other
fancy fashion forward brands.
·
Some people do not
prioritize appearances with fashionable clothing products.
·
Misconception of it is
a low quality product since its a local product
Chapter 6 Competitive Situations
6.1 Direct
Competitors
6.1.1 B.U.M
Equipment
Founded in the U.S.A in 1986, B.U.M Equipment’s all
American heritage is reflected in the apparel and merchandise that capture the
essence of American college lifestyle. The B.U.M range consists of Young Men,
Junior (young women) and Li’l B.U.M (for kid aged 4-12). Locally, B.U.M
Equipment has been in the Malaysian market since 1993. Besides apparel, the
label also offers innerwear, Timepieces, Eyewear, Leather Goods (wallets,
purses, handbags, belts), Bags (backpacks and sports bags) and Footwear (socks)
Founded :1986
Headquaters : Seattle, USA
Similarities :
Provide same range of unisex fashion products
Strength :
Strong brand image and good quality of product
Weakness :More
expensive than Forest.
6.1.2 Cheetah
Cheetah is one of the key player in the local
industry with 40% market share in the local market(According to their corporate
video). Their proposition is convenient, good quality, good variety and
affordable.
Founded :1979
Headquaters :Seri
Kembangan, Selangor Malaysia
Similarities :Sell
wide range of clothing at an affordable price besides targeting the same target audience.
Strength :Good
quality of product at affordable Price
Weakness :Poor
sense of design in their product.
6.1.2 Diesel
Diesel is all
about Style Clash, a concept perfectly defining the experimental & original
attitude that suits the local & international culture. Diesel produce a
wide range of clothing collection majoring in knit top, woven mixed and denim
wear which follows the trend & influence from all over the world, focused
on innovative design. This philosophy is not only for the garments, but in
Diesel stores which distribute nationwide in boutiques & departmental
stores. This reknowned brand brings you great club or weekend wear for both
young men and women. A hip label for the bold and daring, and for those who
want to stand out from the crowd, Diesel’s cutting-edge, street-style designs
are for the trend-setting individual. Diesel offers apparel, innerwear,
carrywear and other accessories.
Founded : 1978
Headquaters : Molvena, Italy
Similarities :
Provide same range of unisex fashion products
Strength :
Strong brand image and good quality of product
Weakness :More
expensive than Forest.
6.2 Indirect
Competitors
6.2.1 F.O.S
Factory Outlet Store, or better known as F.O.S, is
an established clothing retail chain in the local fashion industry. The
inaugural opening of its outlet in Sunway Pyramid back in 1997 marked the birth
of F.O.S. From that single outlet in Sunway Pyramid, F.O.S has grown to a total
of 40 outlets to date throughout major shopping complexes in Malaysia with
plans for further expansion.
The concept of the outlet is to make available a
wide range of clothing and associated accessories at an affordable price, and
to create the right environment for customers to shop with ease and comfort.
Founded :1970
Headquaters :Malaysia
Differences :FOS
focus on retailing business.
Strength : Locally established, affordable
Weakness : Not consistently having Asian cutting
measurement
6.2.2 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
Differences :
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
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