Table of Contents

1. INTRODUCTION................................................................................................................. 2

2. PRODUCTS .......................................................................................................................... 4

3. TARGET MARKET ............................................................................................................. 5

4. CHANGE IN FASHION AND PREDICTION OF CHANGING BUYING BAHVIOR

OF FEMALE .............................................................................................................................. 6

5. SUMMARY AND SUGGESTIONS ..................................................................................... 9

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 1. INTRODUCTION
Stylo is derived from Style. Stylo was started as Bano Shoes in 1974. In the beginning
two shops were rented in Lahore. Now it is has become the largest selling ladies shoes
brand in Pakistan.
In the beginning it was a ladies shoes outlet but on the enormous demand of customers,
kids shoes, hand bags and accessories were also introduced.
It is currently present in 22 cities with 83 outlets and plan on expanding further in the
coming months.
There are three outlets of Stylo in KPK i.e. two in Peshawar and one in Abbotabad.
Now it is planning to start three new outlets i.e. in Mardan, Kohat and Nowshehra.
Over the years, Stylo has slowly but surely become a household name that has captured
the imagination of women who consider footwear an essential part of their appearance.
Today Stylo is popularly acknowledged as one of Pakistan’s leading footwear and
accessory brands in women’s fashion.

This phenomenal turnaround in the company’s fortune owes as much to the vision of its
founder – AzharHussainSiddiqui, as to the enterprising spirit of his progeny, to the
expertise of its sales and marketing professionals and in no less measure to the unique
craftsmanship of its masterful designers and skilled artisans.

Stylo makes sure that its customers always get the cutting-edge fashion footwear that
they desire. Stylo makes sure that Stylo is a brand that serves local needs but also finds
a place for itself on the international platform.

Stylo is inflexible in its dedication to quality and comfort and for this reason it never
compromise on the materials used for their products or the highly skilled craftsmen
who turn designs on paper, into stylish footwear.

Its production facilities have the provisions for handmade shoes as well as automated
shoe-manufacturing units. Material is often imported to ensure the level of quality its
customers expect from it. This is why Stylo has earned an ISO 9001-2000 certification.

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1.1 Mission
Stylo mission in quantitative terms is “to complete hundred inland outlets and to
introduce Stylo abroad”.

1.2 Methodology
Different techniques have been used to collect the information about the Stylo.
Information was collected through websites, interviews and a personal group also
visited the outlet for this purpose.

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 2. PRODUCTS
Stylo products can be divided into three categories.
2.1 Shoes
Ladies shoes are the main products of Stylo Shoes. A variety of kids’ shoes is also
available. The kids’ shoes were introduced on the demand of ladies customers. The
ladies shoes can be divided into the following categories:
 Formal
 Party
 Teen
 Casual

2.2 Accessories
Stylo Shoes is also offering a variety of stylish accessories. Its accessories include
earrings, jewelry, bangles, and necklaces.

2.3 Hand Bags

Stylo Shoes is also offering a variety of stylish hand bags.

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 3. TARGET MARKET

Stylo has slowly but surely become a household name that has captured the imagination
of women who consider footwear an essential part of their appearance.
Stylo is popularly acknowledged as one of Pakistan’s leading footwear and accessory
brands in women’s fashion.
Stylo products are aimed at all social classes. Its product prices range from 290 to
25,000. So it is very affordable to shop at Stylo.
Recently Stylo has launched Insignia for the upper class. Its product prices range from
5,000 to 80,000.

3.1 Promoting to target market

Stylo uses the following media for its promotion.
 TV
 Internet
 Radio
 Fashion Magazines

3.2 Stylo Magazine

Fashion id is the fashion and lifestyle magazine owned by Stylo Shoes.

3.3 Stylo Facebook page

Stylo is also using its Facebook page in order to stay in touch with its market and Stylo
lovers. Anyone having a Facebook account can access its latest design photos, play
quizzes and can book a pair of shoes online.
The address to Stylo’s Facebook page is http://www.facebook.com/StyloShoes

3.4 Stylo’s Click & Reserve

This is an innovative marketing strategy adopted by Stylo. This is a feature which
enables customers to book a Stylo product through its Facebook page. The address to
Click and reserve is http://www.facebook.com/StyloShoes?sk=app_105709145051.

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 4. CHANGE IN FASHION AND PREDICTION OF
CHANGING BUYING BAHVIOR OF FEMALE

4.1 Fashion
It is a general term for a currently popular style or practice, especially in clothing, foot
wear, or accessories.
Fashion references to anything that is the current trend in look and dress up of a person.
People all around the world like to follow fashion, although their styles are not always
Western. They may combine elements of international fashion with elements of their
own culture's traditional dress, or they may choose to wear primarily traditional dress.

4.2 Fashion Change

Oscar Wilde once remarked on fashion in the following terms “fashion is a form of
ugliness so intolerable that we have to alter it every six months.”
Fashions changes, but change is always the fashion. Fashions come and go at a
surprisingly steady rate, new research suggests, driven by a small minority of
innovators amidst a majority of people copying each other.

4.3 PREDICTION OF CHANGING BUYING BEHAVIOR DUE TO FASHION

It’s very important for marketers to predict the changing buying behavior due to
fashion.
According to the interview the following techniques are used by Stylo marketers to
predict the changing behavior of female.

1. Customer Feedback / Suggestions

Here the data is collected through surveys; customer feed back, suggestions, and
Stylo's Facebook page. The demand for a product is understood and attempt is
made to tailor want satisfying products.

2. Influential Celebrities
Here the Stylo marketers keenly observe the get up of influential celebrities.
The shoes they wear and they accessories they use to get dolled up, is hot
selling in upcoming days. Since celebrities have an enormous impact on female
purchase behavior So Stylo designers focus on making that kind of products.

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3. Fashion id; Stylo Magazine
Fashion id is the fashion and lifestyle magazine owned by Stylo Shoes. It
publishes the design of products which are currently IN fashion.

4. Seasonal Variations
Seasonal variation is also a major cause of changing buying behavior. In winter
ladies prefer to use warm, heavy and closed design shoes and in summer open,
airy and light shoes are preferred. At Stylo care is taken of seasonal variation.
At the very beginning of each season, products are made available at all outlets
which are made for that particular session.

5. Advertisements
The advertisements are also a way of introducing a fashion. Nowadays telecom
industry is spending enormous amount on advertisements, and there is a new ad
after a month. The celebrities working in these advertisements are paid highly
and their get up becomes a fashion.

6. Stylo’s Facebook page

Stylo is also running a page on the social networking website Facebook. New
fashion trends and Stylo products are constantly updated on the page. Any
facebook user subscribed to this page easily gets update on its wall. Facebook
users can also book a Stylo product on facebook.

7. Fashion Shows
Fashion shows are a way of introducing new fashions. These are constantly held
in the major cities of Pakistan where models introduce new season’s get up.
These fashion shows are very important for Stylo marketers because the designs
presented here are very soon demanded by the customers.

8. Movies
Bollywood movies are a great source of fashion input. Pakistani youth has a
great passion for Bollywood movies. Bollywood actresses introduce new
footwear and accessories in each new movie which is heavily demanded in
upcoming days by Pakistani youth. Hollywood movies are also influential. Stylo

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 marketers observe this trend and efforts are made to design products
accordingly.

9. Fashion Magazines
There are some widely published fashion magazines which depict new fashion
trends in footwear and accessories. This is also considered while designing
products. Stylo has a fashion publication called “Fashion id”.

10. Print and Electronic Media

Print and electronic media is also playing a vital role in the introduction of new
trends and fashions. Stylo marketers observe the trends introduced and take
these trends into consideration in product design.

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 5. SUMMARY AND SUGGESTIONS
Stylo is offering a variety of ladies shoes, handbags and accessories. It has a network of
83 outlets in Pakistan and plans are made to expand and introduce Stylo abroad. Stylo
is targeting all social classes. It is using print, electronic and social media to promote its
products.
Stylo marketers and designers observe current market trends by observing print and
electronic media, fashion shows etc. Efforts are made to design want satisfying
products.

4.1 Suggestions.
1. Stylo shoes should target the male market segment.
2. Stylo should arrange exhibitions and sponsor social events in order to get more
market share.
3. Stylo website should be updated regularly.
4. New outlets should be opened in newly built shopping malls such as Deans
trade center.
5. Stylo should focus on adverting in local newspapers.

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 REFERENCES

http://www.facebook.com/StyloShoes
http://www.facebook.com/StyloShoes?sk=app_105709145051
Sana Ullah Jan, Stylo Outlet Manager, University Road Peshawar
www.styloshoes.com.pk
www.wikipedia.com

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