1.1 Introduction
Forest
Forest is a clothing & apparel brand from
Malaysia. The Forest label is owned by Target Fashion Sdn. Bhd. which was
incorporated in February 1980. The Forest sports and casual wear collection caters
to individuals who are confident, creative and contemporary. The collection is
designed specifically to appeal to those who have no fear of individuality and
who strongly believe in expressing their personality through fashion. 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. The brand’s ranges of products are
categorized as casual wear, sports wear and golf wear.
1.2 Problem
Statement
Problems & Issues
·
Saturated, competitive
with other Brands.
·
Against publicity. They
believe more on their quality and affordable price will gain customer trust and
loyalty.
·
Since Forest is the
local brand, people tend to viewed it as cheap product in the market where they
actually produced quite a high quality product.
1.3 Objectives
& Aim
1.3.1 Objective
·
To study the factors
that affect apparel consumer behaviour in Malaysia
·
To get strategic
methods of advertising to attract clothing consumers buying the products of my
chosen brand.
·
To analyze the target
audience and redefine the scope.
·
To enhance the brand
identity and awareness in the region.
1.3.2 Aim
·
To create a good
approach idea in advertising and branding in order to speak the same language
with the target audience.
·
To analyze the
characteristics of the target audience and be more specify on the scope of the
target audience.
·
To understand the
current market situation and discover the possibilities
·
To improve the brand
identity and awareness on the proposition of my chosen brand.
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