Chapter 2 : Product Profile

2.1 Product Name

Forest products range from a full line of casual, sports, golf and leisure garments for men and women. The clothes are appropriately designed and manufactured with the great materials for both indoor and outdoor wear. Customers have a wide choice of t-shirts, winter jackets, track suits, caps, briefs, socks, vests, pants and golf outfits.

2.1.1 Sport Wear

Sports Wear is an authentic Forest sports brand that is committed creating and marketing products that enhance the active personality of sports and healthy lifestyle enthusiasts.

2.1.2 Golf Wear

The Golf Wear range is established line of fashionwear for men and women, with stylish patterns and designs in an array of refreshing colors that cut through the monotony of the green fairways. Made from unique fabric designed for its outdoor activity, the brand distinguishes itself form its competitors by giving golfers the choice of a fully co-coordinated look from head to toe. The collection is designed to look chic, but comfortable and trendy.

2.1.3 Casual Wear

Under Casual Wear, the brand’s target buyers are young-at-heart, outgoing, trendy individuals who see their personal style as a form of creative expressions. They are unlikely to be conformists and are determined to establish their own identities. The colorful, hip and artistic designs of Forest are particularly appealing to this group.

2.2 Product Classifications

Forest is a clothing brand that produced both sport and casual wear targeted to all ages people, men and women that are affordable, stylish and good quality.

2.3 Product Characteristics

Type	Sport Wear	Golf Wear	Casual Wear
Pricing Range	RM13 - RM55	RM17-RM99	RM15-RM79
Unit Per Sale	Single	Single	Single

2.4 Product Range

2.4.1 Sport Wear

2.4.2 Golf Wear

2.4.3 Casual Wear

2.5 Distribution

Forest distributed its product by direct and indirect distribution. They have three retail

outlets where they sell their product directly in their own retail outlets and 150 consignment

outlets, in all states in Malaysia. These consignment outlets are in major departmental stores and

shopping centre, namely Jaya Jusco Stores, Parkson Corporation, The Store Sdn. Bhd, Sogo

Pernas Departmental Store, Fajar Retail Department, Pacific Hypermarket, Bintang Supermarket

and Billion Shopping Centre.

2.6 Product Life Cycle.

2.7 Brand

The company is guided by its commitment to achieve the highest service standards within the

fashion industry while building customer loyalty to its brand. It aims to achieve this goal by

staying faithful to its values of quality, professionalism and continuous innovation.

With a promise to deliver superior quality, high-performance merchandise to its valued

customers, Forest aims to be top-of-mind brand sports and casual wear.   

2.8 Brand Image and Implication

Forest has been established brand name in Malaysia for 25 years. Due to the this industry is

changing by following the trend each year, their image is not so strong to be used in this era.

Even though they come out as stylish and affordable clothing brand in the market, the  uprising

of their competitors and newcomer like Oreef, F.O.S or the big company like NIKE and Adidas

is slowly killing them.

2.9 Strength and Weakness

2.9.1 Strength

·         High quality products

·         Vibrant and colourful design products

·         Stylish and affordable

·         Consistent productivity

·         Suitable products for middle class families.

·         Asian cutting and measurement

2.9.2 Weakness

·         Bad product display

·         Lack of promotion with media especially internet.

·         Do not have great variety of designs

2.10 Advantages & Disadvantages

2.10.1 Advantages

·         More affordable prices compare to its competitors.

·         More competitive among competitors in the industry

·         Suits and fits most of the Malaysian

2.10.2 Disadvantages

·         Lack of brand awareness from Malaysian

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

2.11 Unique Selling Proposition

Forest focused on the producing superior quality and affordable sports and casual wear.

2.12 Positioning Statement

Forest is a clothing brand that communicates to middle class families by providing a wide range

of fashion products for both genders from casual simple look to sports wear with good quality at

an affordable price. Forest strives to be in leader in high quality and durable sports and casual

wear produced in Malaysia. With a promise to deliver superior quality, high-performance

merchandise to its valued customers, Forest aims to be top-of-mind brand sports and casual wear