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ZAWARA

www.zawara.com

ZAWARA
CHAPTER 1: PROJECT OVERVIEW

ZAWARA

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1. PROJECT OVERVIEW
1.1 Introduction

Zawara is a Malaysias premier stylish, modest and elegant fashion retailer that meet the requires for Muslimah fashion as it is design by women for women. Made from natural luxurious materials such as sateen silk, chiffon silk, raw silk, cotton as well as hand crafted batik, the tailor meet the new standards and increasingly demanding fashion enthusiast who are always eager to shop for the latest trends, till style meets comfort. From the most-up-to-date groundbreaking trends, blouse, kaftans and skirts, all designed to meet our concept of delivering stylish, modest and elegant clothes that can be apply for every women especially 20 above. Zawara.com online portal is definitely an essential shopping destination for every fashionista everyday via worldwide express delivery. In website, they presented in the style of a fashion magazine, offers the style-savvy customer exactly what they want, unprecedented access to the hottest looks of the season and help customer how to style it with creative ways by using Augmented reality system, Virtual Mirror, first fashion retailer using this system in Asia, when fashion meets technology. So you also can try the clothes from home with using webcam only, and snap it, share with friends either it is suits or not. Other than that, Zawara also offers over 100 of the Asias most covetable designer collections to an international fashion audience. Theres no limit in fashion world especially for Muslimah. Guests of Zawara will be inspired from their in-house Fashion Consultants, Newsletter and featured clothes. It can be acceptable for all religious, culture and all kind of women doesnt

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matter where background of you came from. This fashion retailer completely one of the easiest way to stylish and it wont be same with other big name brand as it made in limited pieces.

1.2 Problem Statement and Issues

In these modern societies, theres too many choice of fashion retailer in market, but Muslimah always-getting trouble to find perfect clothes to cover the aurah. Long sleeve but wide on top, short sleeve need to wear with inner, too tight than can see the shape of body, too thin like didnt wear anything. Muslimah also want to be fashionable so here come Zawara, design by women to women. But the problem with Zawara, people though its so expensive compare to others meanwhile its really worth to having it as they using the most good quality fabric and the design based on what Muslimah needed. Furthermore, Zawara still new and theres not so many publishing about it. So it will focus on how to increase the levels of brand awareness among the customers. Also, this situation analysis would be on the perceptions of society especially woman or girl towards the target audience of this brand that actually can be wear by everyone, not only business women or high class worker only.
1.3 Objectives and Aims 1.3.1 - Aims

To explores the opportunities in order to come out with best advertising and branding strategies and at the same time to change perceptions for audiences that this brand is not as expensive as they though.

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1.3.2 Objectives

To find out more on what is our local market situation and potential in fashion apparel To analyze the target audience and redefine the scope. To enhance the brand identity and awareness in the region. To bring out a good strategy for the advertising and branding.

ZAWARA

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ZAWARA
CHAPTER 2: PROJECT PROFILE

ZAWARA

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2. PRODUCT PROFILE
2.1 Product Name

ZAWARA ZAWARA is a premier stylish, modest and elegant fashion brand. ZAWARA was created to meet the standards of the new and increasingly demanding fashion enthusiasts who are always eager to shop for the latest trends, and now we are going all out to astonish fashionistas with its exciting collections.

2.2

Product Classifications

ZAWARA clothes are all designed to meet our concept of delivering stylish, modest and elegant everyday women wear.

2.3

Product Characteristics
Womens Clothing Type Blouse Traditional Dress (Baju Kurung) Price Range (RM) Unit Per Sale 99 - 199 Single

2.3.1 Characteristic Chart

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2.3.2 Packaging

ZAWARA shopping bag.

ZAWARA online packaging for delivery worldwide.

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2.4

Product Range
Various colours and designs based on what women desire of to dress like sophisticated grownups, which works in favor of being modest and chic. Its free size (UK 6)
AKINA

2.4.1 Blouse

ARIANE

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CARISSA

CELESTE

DALIA

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DEVONNA

ELODIE

HANA

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ILANA

INES

KALIKA

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NURA

PERLA

RENEE

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RHODA

ZAIRA

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2.4.2

Ayus Dress

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2.5

Distribution

ZAWARA is made from own in-house designers whereby they specialty in choosing fabric and design, understanding what every woman want. Zawara are the most direct link to its customer. Coming soon news, there would be more stores coming up to expand its market.

2.6

Product Life Cycle

Based on my interview with COO of ZAWARA, Nur Fadilla Abd Karim said the product life cycle of Zawara is still growing and expanding.

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2.7

The Brand
ZAWARA is a believer of style meets comfort. ZAWARA is set to meet the high standards of the new and increasingly demanding fashion enthusiasts who are always eager to shop for the latest trend.

2.7.1 The Philosophy

2.8

Brand Image and Implication

ZAWARA is online and offline shopping destination for every fashionista. This brand has been in the industry for a few years ago but sadly the market situation or business are competitive and doing just fine compare with its competitors.

2.9

Strength and Weakness


Handcrafted product using high quality fabric The design is simple; can be casual and formal Stylish Asian cutting measurement Suitable products for every woman

2.9.1 Strength

2.9.2 Weakness Bad product display Lack of promotion The model too international Do not have great variety of designs Too competitive in fashion industry

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2.10

Advantages and Disadvantages


ZAWARA is local products that also potential to be international worldwide with stylish design at affordable price.

2.10.1 Advantages

2.10.2 Disadvantages Too competitive in the fashion industry from fashion forward perspective. Undefined brand position.

2.11

Unique Selling Proposition

The proposition of ZAWARA is stylish, modest and elegance.

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2.12

Promotional History

Promotion for to go the outlet.

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Fabulous Fashionista Contest via using Virtual Fitting Room.

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Somehow lately ZAWARA is sponsoring one of public show, Wanita Hari Ini on TV3.

2.13

Positioning Statement

ZAWARA is fashionable, high quality and basic casual elegance clothes that any women can wear at the lowest possible market prices.

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ZAWARA
CHAPTER 3: THE COMPANY

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3. THE COMPANY
3.1 Company Overview

ZAWARA is a brand under Mirage Resources Sendirian Berhad. So basically, ZAWARA is an establishes clothing retailing, that specializes in designing, manufacturing, and wholesale (e-franchise program). ZAWARA already started in business in 4 years, start from 2008 but officially launched on second half 2012. Theres two ways in retailing; Online and Offline Online Can visit the website ZAWARA, www.zawara.com for choosing the product, also they provide the services Virtual Fitting Room, which customer can imaginary try it at home and share with family and friends to ask the opinions. Offline Theres several outlet customer can visit; the main one is at Plaza Damas,and then at bazaar The Curve and Rasta. Coming soon after Aidilfitri, new outlet at Shah Alam.

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3.2

Business Description
ZAWARA are directly link to customers. ZAWARA stores are usually have elegance appearance and wide space for displaying all products. Their outlets are mostly situated in boutique area. The stores designed for attracting fashion lover to search for their stylish, modest and elegance products. The main products are placed withing reachable and easy spotted areas.

3.2.1 The Store

3.2.2 Store Locations and Counts Location (Malaysia) Sri Hartamas Shah Alam Rasta TTDI Damansara 3.3 Company History Store Number 1 1 1 1

ZAWARA originally was born in 2008 where the first outlet is opened in The Curve bazaar because they beginning from small, in online and from there, ZAWARA keep expanding till now.

3.4

Key People

CEO : Kamarul Ariff Abdul Karim (Directors) COO : Nur Fadilla Abd Karim (Directors) And both of them are shareholders.

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3.5

Location and Subsidiaries

ZAWARA C-0-5, Plaza Damas, No. 60 Jalan Sri Hartamas 1, Sri Hartamas 50480, Kuala Lumpur.

3.6

Brands, Major Products & Services

ZAWARA is developing fashion brand and hopefully to expand into international level. For major products, they want to keep it as modesty and cross viral where everyone (including non-muslim or muslim from all over the world could wear it). ZAWARA produces blouse, skirt (coming soon), tops, traditional wear, and jackets. Talk about service, what they more focusing is customer service which they ensuring the delivery services is perfect with a big Thanks and they keep updating & replying all customer in social networks medium such as Facebook pages, Twitter, Instagram.

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3.7 & 3.8 Corporate Vision & Mission


Deliver beyond expectations customer service Embrace and drive change Create fun and jovial working environment Be adventurous, creative and open minded Pursue growth and learning Honest, open and respectful communications Build a positive team and family spirit Do more than expected Be passionate and determined Be humble

3.9 Current Promotional Strategy


ZAWARA now mostly using online as the main medium of promotional strategy. They start approaching famous blogger to offer and promote their product in those blog especially fashion blogger. Then they continues with join Facebook ads, Google ads and other social media medium such as Twitter, Instagram, Youtube. They also create promotional W.O.M (words of mouth) via Augmented Retail Fitting Room which its first in the Asia using this application for online shopping.

3.10 Product Sales History


The information is confidential.

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3.11 Current Marketing Objective 3.11.1 Long Term Objective


Long term objective is to be the first destination in Asia for online and offline shopping for all women to choose to when they want to shop for clothes.

3.11.12 Short Term Objective


Short term objective is to reinforce ZAWARA brand into all Malaysians top of mind.

3.12 Media Expenditure


N/A* *No official information available due to new launching of business.

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ZAWARA
CHAPTER 4: & STAKEHOLDERS CONSUMER

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4.CONSUMER AND STAKEHOLDERS


4.1 Current Consumers Characteristic
4.1.1 Demographics AGE GENDER EDUCATION OCCUPATION INCOME RACES & ETHNICITY GEOGRAPHIC LOCATION 20 29 years old Female College and higher Students to working professionals RM 500 RM 4000 All races Urban

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4.1.2 Psychographics PERCEPTION Recognize ZAWARA as top elegance, modest and stylish brand and believe our team designers are enthusiastic women who know what looks good and feels well on woman. LEARNING Friends and Family, Newspaper, Internet, Blogger, Environmental factors and Television. MOTIVATION & NEEDS Essential clothing that is affordable with high quality and yet pleasurable in design ATTITUDE & PERSONALITY Sensitive and passion in fashion trends LIFESTYLE Casual, modern, and constantly changing.

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4.2 Stakeholders Characteristic


4.2.1 Primary Stakeholders STAKEHOLDER MIRAGE Resources Sdn. Bhd Supervisory Board Shareholders Employees Admin + General Designer Designer CRITICALITY to SUCCESS High CONCERNS Supporting the company Concerned about the market shares Help manufacturing the company Manage the online services Design the clothes Design banner, website, copywriting, multimedia Saving potential

High High High High High

Sales person

Medium

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4.2.2 Secondary Stakeholders STAKEHOLDER Media CRITICALITY to SUCCESS Medium CONCERNS Concerned in promoting the brand Contribute information through the community (W.O.M)

Communities

Medium

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ZAWARA
CHAPTER 5: INDUSTRY & MARKET PLACE

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5. INDUSTRY AND MARKET PLACE


5.1 The Industry
5.1.1 Definition of the Retail Industry Retailing is a business of selling goods to important customers for personal, family and household use. Retailers are business firms which involves in offering goods and services directly to consumers. The function of overlooking the wholesale and retail sector falls under the supervision of the Ministry of Domestic Trade and Consumer Affairs (MDTCA) through the Committee on Wholesale and Retail Trade. The Committee was born in 1995 to control the industry, including foreign participation in the sector. Authorization for foreign companies to set up or opening wholesale or retail operations locally or relocate the branches is needed from the Committee. 5.1.2 Shape of Industry The retail environment in Malaysia has been through a continuous changes in the past 10 years. The retail division in Malaysia contains a complicated blend of many changing forms of economic behaviour and organization apparent such as hawkers, street traders, small family business, wet and dry markets, night markets, bazaars and supermarkets. But the retailing in Malaysia was growing to be more mature. Retailing industry is expanding as retailers with growing retail brands in Malaysia offering a wider choices to consumers in both brands and styles.

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The Malaysian retail industry is floating with strong retail growth of 12.8% in 2007,the highest since 1992 while private consumption spending grew at 11.7%. With slowdown economy and the increasing prices of basic products, the consumers begin to limit their spending as they facing financial difficulties. 5.1.3 Development of the Industry After the recession hits the economy of Malaysia in year 2008 and 2009, 2010 finally has witnessed economic recovery. The purchasing power is slowly growing of both local and international consumers due to spending from pent-up, restricted, suppressed demand and increasing tourist arrivals. Retailing had a healthy growth in 2010. But with many uncertainties shadowing global economy, economic environment still remained challenging. Thus, retailers resumed their proceed their expansion plans in a moderate way, while consumers spent cautiously. Foreign retailers getting stronger reputation as the consumers demanding more choices from retailing and getting more international tastes. This has made the retailing in Malaysia more competitive and saturated. GCH Retail, Tesco Stores, AEON Co and Carrefour Magnificent Diagraph foreign retailers are rapidly growing in Malaysia and replacing many local leading players in retailing. In 2010, The Store Corp, Econsave Cash & Carry, Parkson Corp were the only three local players who in the top 10 list of value share.

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5.2 The Marketplace


5.2.1 Current Market Condition Women's apparel is one of the most competitive market place in Malaysia. Majority of the foreign or international brands for women's apparel market has established the business for very long time compared to some of the local brands in Malaysia. This is a problem to local fashion retail market when the foreign or international brands have entered Malaysia's market. The biggest fashion market in Malaysia is Bukit Bintang area as there are several shopping centres located there and frequently visited. Zara, GAP, Charles and Keith, Aldo, G2000, Topshop, MNG, Padini, Forever 21, Pull and Bear, F.O.S, ESPIRIT and many more well known fashion retailers are located in that area which is a busy consumer's traffic. Other than that, popular huge shopping complexes like Mid Valley Megamall, One Utama, KLCC, Sunway Pyramid, The Gardens, The Curve, IOI mall are good market place for the fashion industry. The majority of the stores in the shopping malls are fashion retailer and outlets and these malls are always packed with people during the weekends and public holidays. 5.2.2 Changes in the Market Place As the technology and electric media develop further, Malaysians are slowly becoming more conscious about their appearances as fashion trends is introduced to them easily by the advance technology and surrounded by media in urban areas.

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ZAWARA
CHAPTER 6: SITUATIONS COMPETITIVE

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6 . COMPETITIVE SITUATION
6.1 Direct Competitors
6.1.1 The PopLook

Poppy is thepoplook.coms exclusive in-house label. Designed with the young and fashionable in mind, each piece is carefully created for the women of today. GENRE Women Online Casual Apparel Retailer SIMILARITIES Apparel retailer which focuses on casual wear STRENGTHS Great expanded online shopping and based in Malaysia, high brand loyalty due to frequent promotions and sales. WEAKNESS Weak execution of media such as in television.

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6.1.2 I AM JETFUEL SHOP

Since 2009, IAMJETFUEL has made trendy style easily accessible for a great price. Singer, songwriter and founder, Yuna Zarai adds chic, colourful Bohemian sensibility to her collection of womenswear, blending fun and sophisticated into one cool collection. IAMJETFUEL is founded in Subang Jaya, Selangor, Malaysia. GENRE SIMILARITIES Women Casual Apparel Retailer Apparel retailer which focuses on casual wear STRENGTHS Great expanded shopping and based in Malaysia, as being promoting by famous artist in Malaysia that be icon for every girls. WEAKNESS The quality of product.

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6.2 Indirect Competitors


6.2.1 Dian Pelangi

Home Industry was born in 1991 by Bpk Ir. Djamaloadin and Ibu Hernani at Palembang, whereby their daughter was born, Dian Wahyu Utani. To expanded their business, they moved Dian Pelangi at Pekalongan on 2006. Started from moms desire to keep Indonesia traditional wear, Dian Pelangi further in designing clothes/ But all her muslimah design is universal till non-muslim wearing it, its still looking good and exclusive. Dian Pelangis special characteristic is colourful fabric such as rainbow and originally made from Indonesia.

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GENRE SIMILARITIES

Women Casual Apparel Retailer Apparel retailer which focuses on casual and exclusive wear collection

STRENGTHS

Unique identity of design which by its designers trademark

WEAKNESS

Only sale offline. Zero advertising and resistance to low cost market

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ZAWARA
CHAPTER 7: SWOT ANALYSIS

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7. SWOT ANALYSIS
7.1 Strength
Tailor made using natural luxurious materials such as sateen silk, chiffon silk, raw silk. The design is up-to-date and also limited as its tailor special made. Fashionable and essentials Free size for Asian cutting and measurement High quality products at reasonable prices Comfortable vibrant products

7.2 Weakness
Brand awareness is not strong enough Peoples perception that think its expensive as not worth for a simple blouse. Though its for high class. Advertising in printing and design not so powerful. Small, limited variety of clothing design. Outlet located at high class area Not all products have fixed Asian cutting measurement

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7.3 Opportunity
With using Augmented reality system, Virtual Mirror, customer can try on the clothes from the comfort of their homes. People are aware of fashion trends and concern about their appearances. Its a local brand, Malaysians fashionista will be loyal to local brands and achievements Aidilfitri season can boost their sales on Ayu dress as traditional modern wear. Affordable and reasonable prices of the products.

7.4 Threats
To many competitions among local and international fashion leading brands. Too many non official online blog selling Zawara products also. Fashion and apparel products are considered as a luxury in Malaysia Some people do not prioritize appearances with fashionable clothing product

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ZAWARA
CHAPTER 8: STRATEGIC TARGET AUDIENCES

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8. STRATEGIC TARGET AUDIENCE


8.1 Proposed Primary Target Audience
8.1.1 Demographics AGE GENDER EDUCATION OCCUPATION INCOME RACES & ETHNICITY GEOGRAPHIC LOCATION 20 25 years old Female College and higher Students to working professionals RM 500 RM 4000 All races Urban, Suburban

8.1.2 Psychographics PERCEPTION ZAWARA is affordable products that simply design for every woman to wear daily as casual or working or to go the college which the design is modest. LEARNING Friends and Family, Newspaper, Blogger, Environmental factors and Television.

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MOTIVATION & NEEDS

Essential clothing that is affordable with high quality and yet pleasurable in design

ATTITUDE & PERSONALITY

Sensitive and passion in fashion trends at the same time still prefer to wearing something simple yet elegance.

LIFESTYLE

Casual, fashionable, mix and match wear, modern.

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8.2 Proposed Secondary Target Audience


8.2.1 Demographics AGE GENDER EDUCATION OCCUPATION 26 - 35 years old Female Working adult Housewives or working professionals INCOME RACES & ETHNICITY GEOGRAPHIC LOCATION RM 1000 RM 4000 All races Urban, Suburban

8.2.2 Psychographics PERCEPTION ZAWARA is easiest daily wear for adult women that the fabric quality is the best one among other fashion brands and also the chosen color is pastel and soft. LEARNING Friends and Family, Newspaper, Environmental factors and Television. MOTIVATION & NEEDS Affordable design with reasonable price.

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ATTITUDE & PERSONALITY

Passion in working but yet still want to have simple elegance look for good impression.

LIFESTYLE

Modern, busy working, casual.

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ZAWARA
CHAPTER 9: RESEARCH DEVELOPMENT

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9. RESEARCH DEVELOPMENT
9.1 Marketplace Research
9.1.1 ZAWARA outlet, Plaza Damas

The main entrance of ZAWARA outlet.

Cashier counter at front of outlet.

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Elegance arranging clothes.

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Helpful and friendly staff. They wrapped products nicely after customer purchase for it.

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9.2 Market Observation


ZAWARA is strange for most of the Malaysian especially when the shop located at Plaza Damas, high class area. But they manage to get customer via promoting on online medium.

Mostly customer came here is women average 20-35 years old.

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Those are several Malaysian top fashion blogger with ZAWARAs product. This is how they promoting ZAWARA in blog.

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9.3 Online Survey


9.3.1 Data of Respondents

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9.3.2 The Findings

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Perception towards ZAWARA

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9.4 Interview 9.4.1 Person In Touched Nur Fadilla Abd Karim


Designation : COO, Directors, MIRAGE Resources Sdn. Bhd. Phone Number : +6 019 333 0787

Contact #1 : Email Communication Details : Several questions had been asked through e-mail communication. But then they Puan Dilla would help me by making interview session face-to-face with making an appointment. Check out following page for the conversation.

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My question and email to them; On 21 July 2012 20:41, Tengku Tezuka <tengku.aniyah@hotmail.com> wrote: Helo and good day :)

My name is Tengku Izzati Aniyah Tengku Ismail, a final year Advertising Design student at Multimedia University Cyberjaya, and as for my final year project I've chosen Zawara as my subject research. What got my interest in choosing your product is the fact of clothes design, and strategy online marketing; Virtual Fitting Room that completely puts Zawara in a unique stand against other clothes and apparel in the market. So, I'm writing in here to inquiry for more details. To make it short and easy, below is the point form of my questions regarding the marketing and advertising information of Zawara.

1. Business description - about what Zawara doing (retailing, designing, manufacturing, advertising etc ) 2. Key People - Name & designation ( Founder, CEO, local manager, sales & marketing manager, PR, etc) 3. Brands, Major Products & Service 4. Corporate Vision & Mission

5. Current Promotional Strategy

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6. Product sales history (if applicable) 7. Current Marketing Objective - for short term & long term (maybe more outlets? Target of market share in the field?)

8. Media expenditure - advertising & promotional activities (social network, radio broadcasting, flyers or any television commercial?) 9. Current target audience - age range & social status 10. Stakeholders - Characteristics or job database 11. External Stakeholders - (who in charge supply chain? Any advertising agency? ) 12. Main Competitors

I think these are the major questions which needs your assistance in answering, I do hope these questions aren't intrusive to your company's privacy. I understand if your department need time to answer these questions, but may I know how can I get your permission to take pictures on your outlets and product? Because this activity requires the most time and is field work-based, I sicerely need your permission as soon as possible to carry out this activity. I will send copies of the survey results and the pictures taken when it is compiled. Do I need to go to your boutique to get the permission, and show the official letter ffrom my university? If so, may I go there on either Sunday or Monday to obtain ther permission?

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Above should be only the information I would like to know so far. I hope that it won't be too much for you. Anyway, your assistance and time for this email are highly appreciable.

Thank you! :)

My email, tengku.aniyah@hotmail.com Phone number, +60 17 902 9825

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Contact #2 : Interview face-to-face session at MIRAGE resources, Mrs. Dillas office. Details : The same question had been answered after she read through e-mail I sent to her. But some info cant be telling much.

Mrs. Dillas office with several collection of ZAWARA product.

Me and Mrs. Dilla after interview session infront of her room.

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9.5 Others
Methods and Technique Several methods had been applied in order to get sufficient information for better understanding and research development. Other than internet resources searching, on ground research had been done by visiting to the outlet store. I had also bought the products for research purpose and trying to experience it from the perspective of a consumer.

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CHAPTER 10: PREDECENT STUDIES

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10. PRECEDENT STUDIES


10.1 Advertising Strategy
10.1.1 Packaging and Labeling

Label tag.

Packaging after purchasing.

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Receipt.

ZAWARA shopping bag.

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10.1.2 Advertising

Simple interface of website.

Cover photo in facebook pages.

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Cover photo in facebook pages.

Some of advertisement for promoting the outlet.

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10.2 Precedent Studies


10.2.1 Print Ads

Sugarscarf, Malaysia number one online shopping.

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Dian Pelangi concept outdoor photoshoot products.

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thepoplook.coms advertising.

Simple yet elegance ads.

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10.2.2 Website design

Maysaa simple yet bold design.

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I AM JET FUEL shop website.

Online magazine, updating latest style on I AM JET FUEL shop website.

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thepoplook interface design for purchasing product.

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ZALORA advertising in website. (Banner)

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EDZ website banner.

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CHAPTER 11: REFERENCES

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11. REFERENCES
ZAWARAs official website, www.zawara.com ZAWARAS facebook page, http://www.facebook.com/ZawaraOnline ZAWARAs twitter; @zawaraonline https://twitter.com/zawaraonline Thepoplook, www.thepoplook.com Maysaa, www.maysaa.com IAMJETFUELSHOP, http://shop.iamjetfuel.com/magazine Google Malaysia Search Engine, www.google.com Wikipedia, The Free Encylopedia, http://en.wikipedia.org/wiki/ The Malaysian Textile Manufacturers Association (MTMA), http://www.fashion-asia.com/page.cfm?name=aboutus Youtube, http://www.youtube.com

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CHAPTER 12: APPENDICES

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12. APPENDICES
1. What is your age group? Below 17 18 - 24 25 - 31 32 38

2. Where do you live? Urban Suburban Rural

3. What is your occupation? Student Self employed Professional Others

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4. What is your monthly income? RM 500 RM 1000 RM 1000 RM 1500 RM 1500 RM 2000 RM 2000 & above

5. Are you fashion lover? Yes No

6. Approximately, how much would you spend for your clothes? Below RM 100 RM 100 RM 200 RM 200 RM 300 RM 300 RM 400 RM 400 and above

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7. What type of fabric do you like to wear? Cotton Lycra Chiffon Satin Wool

8. What fashion style that you confidence the most? Simple Covering the awrah Stylish Modest Elegance Feminine Casual

9. Does brand matter to you? Yes No

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10. Among these few brand,, which will you go for? IAMJETFUELSHOP Maysaa Zawara Hajaba DP by Dian Nurul Wonder Wardrobe Zalora

11. Have you ever heard of ZAWARA? Yes No

12. Where did you hear about ZAWARA? Newspaper TV, Radio Friends or relatives recommended Websites/Blog Social Media (FB, Twitter, Instagram) Magazines Never

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13. Have you purchased any item from ZAWARA before? Yes No

14. If yes, what brings you to purchase ZAWARA product? Design of clothes Price Promotion Advertisement Trend

15. Have you visited a ZAWARA outlet before? Yes No

16. Are you aware that ZAWARAs official website has VIirtual Fitting Room? Yes No

17. If yes, have you ever try using Virtual Fitting Room before? Yes No

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18. What can ZAWARA improve to achieve brand awareness? Advertising Promotion Branding Price Store Atmosphere