NAME: MARYAM AZMAT

ROLL NO: SP17-BBA-041

BRAND MANAGEMENT
PROJECT
DATE: 8/7/2020
BRAND AUDIT OF BREAKOUT
 Executive Summary
Breakout clothing is a brand that serves the urban youth with its bleeding edge and dynamic originator
garments. Motivated by the developing need of in vogue wear, Breakout accompanies a blast to have
the effect when it makes a difference. Breakout Pakistan is a major clothing retailer that makes clothes
for men, women and children. They also have a wide variety of accessories for you to choose from. It is a
mirror image of New York style, culture and attitude. It is one of the trendiest brands in Pakistan when it
comes to casual and fashionable street wear for girls, boys, men, women and kids.

Breakout Clothing Brand Pakistan is a famous western wear mark working in Pakistan since 2010. The
Breakout mark outlets the nation over in all the major urban focuses Lahore, Karachi, Islamabad,
Peshawar, and Faisalabad.

Breakout keeps on releasing their new collection every season with the most stunning hues and colors.
Breakout has an extraordinary name in the realm of mold and outlines in this way they dispatch
wonderful, huge looking accumulation which is as indicated by the request of the cutting edge time.

Effortless style, authenticity and easy-going living are at the heart of the brand’s philosophy. These
positive values shine through at every level, from the laid-back tailoring to the made-to-last quality, use
of natural materials and responsible production.

In this report, we took survey and interviews and recorded the responses.. the conclusion would be
given at the end of the report.
 Introduction
Breakout Pakistan is a major clothing retailer that makes clothes for men, women and children. They
also have a wide variety of accessories for you to choose from. It is a mirror image of New York style,
culture and attitude. It is one of the trendiest brands in Pakistan when it comes to casual and
fashionable street wear for girls, boys, men, women and kids. Breakout works on a basis of creativity
and responsibility, fused with a mirroring New York street style. Breakout clothing is a statement of
fashion, class and being marks one as being trendy. It is a brand that serves the urban youth with its
bleeding edge and dynamic originator garments. Motivated by the developing need of in vogue wear,
Breakout accompanies a blast to have the effect when it makes a difference. It has a scope of
customized and creator garments that are separately made keeping in the mind the smooth fits and
present day lines. The brand offers quality easygoing western prepared to-wear garments for men,
ladies and children. Breakout is presently the quickest rising retail western wear brand of Pakistan.
Breakout has an extraordinary name in the realm of mold and outlines in this way they dispatch
wonderful, huge looking accumulation which is as indicated by the request of the cutting edge time. It’s
an old, experienced and one of the main garments marks in Pakistan that have been going in our nation
since years.

History:
Breakout emerged on the screen of fashion in year 2010. Company is owned by Mr. Imran Ghani and
Mr. Musa khan. It’s headquarter is in Lahore Pakistan.

Values:
Effortless style, authenticity and easy-going living are at the heart of the brand’s philosophy. These
positive values shine through at every level, from the laid-back tailoring to the made-to-last quality, use
of natural materials and responsible production.
Categories:
Breakout conveys the extraordinary and attractive dress examples which have recently stunned the
general population. Breakout is a contemporary Western-motivated brand that offers menswear,
women wear, originator shoes, frill and even an apparel line for kids, it has something for everyone.
Western Wear Dresses by Breakout comprise of tops, shirts, pants, T-shirts, tights and tops which have
uncommonly made by the most recent form drift in Pakistan. They have also started eastern wear
dresses for women which includes shalwar kameez, kurtas etc for women. Breakout product range also
includes a wide array of footwear, accessories and fragrances.

Likewise, easygoing shoes are additionally accessible at Breakout outlets for its clients to wear its
garments to additionally upgrade the popularity.

Western wear is by all accounts picking up a great deal of fame among creators despite the fact that the
majority may not identify with it to such an extent. At the point when asked what the purpose for
propelling such a brand was,

Raza stated,

“Bunches of individuals in Pakistan love to wear Western garments. In any case, regularly it isn’t
inside one’s scope to purchase such stuff, so Breakout was propelled on account of that thought.
Despite everything we take into account the greatest number of individuals as we can and our costs are
focused the extent that the accumulation goes versus different brands that are surfacing in the market
today.”
Logos
Breakout

Breakout Kids:
East Breakout:

Target Market:
Company tends to build long term relation by providing best quality products at reasonable prices. Their
target market includes women, men and kids of

 Upper middle class

 Middle class
 Upper lower class

Competitors:
The retail market for apparel has become very challenging and competitive. The major competitors of
breakout are,

 Outfitters:
 Outfitters is a fashion brand created for the spirited youth of Pakistan who enjoy indulging in the
latest lifestyle trends; be it style, music, technology or social networking, as a means to express
themselves. Outfitters has separate product lines in order to cater to all segments and their
demands - men, women and juniors. Within each line we offer a wide array of products which caters
to a variety of different styles and preferences, from highly fashionable, on trend pieces to at leisure
garments to more casual, every day attire and basic apparel.

 Engine:
Engine, a western fashion clothing brand that is well known because of trendy apparel designs
and fashion oriented. It offers the extensive varieties of styles to Men , Women and Kids.

 Cougar:
It is Pakistan's casual wear brand is known for its trendy casual wear for a
distinctly urban, outgoing, active and fun loving youth with an informal lifestyle. It
targets the urban youth of Pakistan who are in search of a fashionable brand that
offers a good fashion-comfort equation while defining a vibrant style.

Brand Mapping:
High price

Breakout Chenone
Beechtree

High quality Low quality

Essentials

Cougar
 Outfitters Low price

Marketing Mix
Marketing mix includes 4P’s,

• Price:
List price: Product sold at listed price.

Credit sales: Products are only sold for cash or on credit cards.

Discount: Breakout offers limited time Discount offers, specially at the end or change of the season.

Breakout prices are affordable to the target market.

• Product:
Categories: Jeans, shirts, T-shirts, shoes, belts, jackets, sweaters, hoods and socks.

Sizes: Small, medium, large, extra large and XXL.

Colors: Different colors can be seen in their clothing.

Features: up to date.

• Promotion:
The Breakout launch show started with jazzy media gathering hosted by supermodel Annie & Ahsan
khan. Breakout is focusing on it public relation activities. It uses messaging services for its loyal
customers in order to inform them about discount offers or any other new arrivals.

Advertising mediums
Billboards

Banner

Fashion magazine

Newspapers

• Place:
Breakout has 60+ outlets . It is in Lahore, Karachi, Islamabad, Rawalpindi, Multan, Faisalabad,
Gujranwala, Sialkot and Gujrat.

It uses direct selling channel i.e. the selling of consumer product or service from person to person, away
from a fixed retail location.

SWOT Analysis:
Strengths:
• Timely innovation: adopt the change rapidly and bring innovative edge in their outfits

• Price: Price is according to the quality they are offering.

• One of the best local brands of Pakistan.

Weaknesses:
• Promotional edge: not using television as a promotional medium.

• Product line: not offering formal dresses.

• Price is comparatively high as compared to other local brands.

Opportunities:
• Market gap: Breakout can fill this gap by covering other geographical region of Pakistan

• Extension in product line: Breakout can extend its product line by moving in formal dresses range or
on Shalwar kameez side.

• They can lower the prices to fit in with outfitters.

Threats:
•Competitors

•Close substitutes

Value preposition:
Breakout's aspiration is to be the best casual fashion brand with an outstanding price-value proposition:
Capturing market trends and newness in colors, quality fabrics and shapes, and expressing them in the
effortless, relaxed and comfortable style. For every garment, Breakout pays maximum attention to
fabric selection, fitting and perfect quality.
Breakout influences ladies and urban youth to feel free, intense and emerge from rest of the group.

Breakout has an extraordinary name in the realm of mold and outlines in this way they dispatch
wonderful, huge looking accumulation which is as indicated by the request of the cutting edge time. It’s
an old, experienced and one of the main garments marks in Pakistan that have been going in our nation
since years.

Breakout most recent and current Western wear accumulation are the progressed, in vogue and rich
item. Breakout conveys the extraordinary and attractive dress examples which have recently stunned
the general population. The brand was presented three years prior in Lahore. “We actually began
starting with no outside help. Be that as it may, it’s an example of overcoming adversity, all through. To
start with, it was just Breakout and afterward turned out Breakout Kids, which has particular
accumulations for kids wear,” says Madeeha Raza, the planner for the brand.

Customer based equity pyramid

Brand Salience:
Breakout is presently the quickest rising retail western wear brand of Pakistan. Almost everyone is
aware of this brand, according to the survey more than 90% people are aware of the brand “breakout”.
And 90% people say that they have had shopped from breakout which means that the brand is well
known and awareness in the mind of the customers.

Brand Performance and imagery:

Many people are satisfied with the brand breakout but people prefer outfitters more than breakout.
According to our survey 73% people think that outfitters is better than breakout and they would prefer
it and almost 80% people say that they use outfitters and only 47% say that they use breakout.
Brand judgment:
We asked in our survey that whether quality describes breakout or not and 27.3% people say that it
extremely well describes the quality whereas majority said that it describes moderately well. 89% say
that breakout clothes are comfortable to wear.

Feelings:
I while interviewing asked people that how do they feel wearing breakout clothes? And most people say
that it is comfortable to wear and they like its quality and they often shop from breakout as they give a
feeling of satisfaction.

Resonance:
During survey, every single person said that they prefer outfitters than breakout that means people are
not loyal with breakout and the main reason is because of its pricing. Everyone say that talking about
the local western brands outfitters is the first one that comes in mind.
Brand Performance:
Characteristics:
It has variety of clothes for everyone for woman, men, kids (Interviewee)

Their clothes are trendy and are up-to-date (interviewee)

It gives a feeling of satisfaction and very comfortable to wear.

Mental Map:

QUALITY

AFFORDABLE
TRENDY

BREAKOUT

SERVICE
COMFORTABLE
Recommendations for company:
Company should try to eliminate their weak ends.

Breakout should lower their prices as people only prefer outfitters over breakout because of lower
prices.

They should increase their product line for grapping more market share.

They should improve their clothes i.e. they should be more trendy and fashionable.

They should improve their exchange policy because people have a problem with their customer services.

They should add more variety and more colors and people say their sizes are not available most of the
time.

Company have to improve the efficiency of their channel as currently they are just putting their products
in their own outlets they should move towards retailer for their products.

Company should pay attention towards their promotional activities they should go for Television as
advertising medium in order to create awareness of their brand.

Company should explore the international opportunities by moving towards one or more country
outside the Pakistan like India China through extensive international market research.
 Appendix
Questionnaire

We’d really like to find out how you feel about breakout, a trending clothing brand on top of it's
game in Pakistan. We realize how precious your time is, that’s why we made sure this survey will
only take a quick 5-10 minutes and your responses are completely anonymous.

We really appreciate your input!

I. Gender? *
 Male
 Female

II. Age? *
 20 years and below
 21-30 years
 31-40 years
 41 years and above

III. How often do you shop for clothes? *

 More than once a week
 Once a week
 Once a month
 Once a year
 Less than once a year
 Not at all

IV. Which of the following brands do you currently use? *

 Outfitters
 Breakout
 Cougar
 One

V. Which brand do you consider to be better than breakout? *

 Outfitters
 Cougar
 Engine
 None
 VI. Are you aware of the brand "breakout"? *
 Yes
 No
 Maybe

VII. Have you ever shopped at breakout? *

 Yes
 No

VIII. How well, if at all, does the word “quality" describe breakout? *
 Extremely well
 Moderately well
 Slightly well
 Not at all well

IX. Does breakout gives you a feeling of satisfaction? *

 Yes
 No
 Maybe

X. Does breakout gives you a feeling of excitement? *

 No
 Yes

XI. Is breakout clothing comfortable to wear? *

 Yes
 No

XII. What do you think about breakout prices? *

 Expensive
 Medium
 Low

XIII. How is your overall experience of breakout? *

 Excellent
 Good
 Bad
 Fair
XIV. How likely are you to order Breakout clothing again in the future? *
 Extremely likely
 Moderately likely
 Slightly likely
 Not at all likely

XV. Would you recommend breakout to others? *

 Yes
 No
 Maybe

Sampling Methodology:
Our survey includes almost 60 responses and some of them were male and some were female, also
they belonged to different age groups as breakout offers clothes for almost all age groups.
Analysis:
Now we’ll see what consumers think about breakout. The explanations also includes what people told us
during interviews.

First I asked the gender as we needed response from both males and females so we got a response from
67% females and 32% males. Now it’s a overall survey of both males plus females.
As we can see we got response from different age groups as breakout offers clothes for different age
groups so the survey would be more accurate.

Most people buy clothes once a month while a few people also prefer to buy clothes once a week and
even more than once a week so we got responses from shopaholics and for our survey that’s what we
need.
42.9% people use breakout which is good but seeing the competitor having customers more than 75% is
not good for breakout, this means more people prefer outfitters over breakout. In interviews people
also said that they prefer outfitters more because of price issues only.

When we asked the question that which brand is better than breakout more than 65% people think that
outfitters is better than it and only 10% people think that no other brand is better than breakout which
is a very few number so the biggest competitor of breakout is outfitters.
This shows that most people know about breakout which means that people are well aware of the
brand but still 16% are unaware of it so the brand should do more promotions to make the brand fully
aware.

More than 80% have had shopped from breakout now let’s see what they think about it. Other 18%
people who haven’t shopped from it are mostly those who are unaware of the brand.
Most of the people like the quality of the brand but only a few people are loyal to the brand i.e. who
think that the quality describes extremely well the brand. Also, few people think that the quality isn’t
good at all. During interviewing people said that quality doesn’t match with the price they offer because
other local brands are cheaper and with same or better quality.

Majority of people think that breakout satisfies them and their needs but some people also think that
they don’t satisfy them and some are not even sure if breakout satisfies them or not. During interview
we can to know that people who are not satisfied are because of the price and they say they can get
better clothes from outfitters with fewer price.

Majority says that breakout gives them a feeling of excitement that means they are enthusiast to buy
breakout clothes and are satisfied with it but again some people are not satisfied or breakout doesn’t
give them feeling of excitement because they are not so trendy like outfitters or because of the quality
and price issues as discussed before. (interviewee)
Most of the people think that breakout clothing is comfortable to wear but more than 25% people don’t
find it comfortable maybe because of the same quality issue. While conducting the interview everyone
said that they find the clothing comfortable but outfitters is still better.

Most people find their prices medium but people say if we talk about local brands the prices are
high as compared to other local brands.
Majority people has had a good experience with breakout and few people also had an excellent
experience which are loyal customers most probably. 16% people had a bad experience due to quality
or pricing or exchange policy issues as observed while interviewing.

Those who are loyal say they would definitely go for shopping again in breakout which is a very few
number and people who had a bad experience won’t go again. Breakout should focus on improving the
issues like prices most importantly so that more people would prefer shopping at breakout.
Most people say that they would recommend breakout to others as breakout is their second option for
western clothes after outfitters. (interviewee) Almost 27% wouldn’t recommend because of their bad
experiences.
Interviews video:
The interview was taken by 6 respondents of different age groups which is as follow,

Respondent 1:

This respondent is a mother who says that I don’t wear western much but I shop for my 2 kids from
breakout and she feels good about breakout but she says there are better local brands than breakout
and she would prefer outfitters more as their prices are comparatively less than breakout.

Respondent 2:

This is a 20 year old boy who says that he has an interest in shopping and he often shops from breakout
and outfitters but breakout is a bit expensive, but overall experience is satisfactory. He suggests that
their shoes are quite good but range is not much so they should add more and further he says that their
employees are bit harsh when it comes to exchange policy, they should change it.

Respondent 3:

This is a 25 year old girl who says that she likes shopping but not much and she has had shopped from
breakout but she prefers outfitters more when it comes to local brands. She suggests that they should
be more flexible about their prices and should provide more range like outfitters.
Respondent 4:

This is a 50 year old man who’s interesting in shopping and has shopped from breakout. He says that
breakout is a good brand but when it comes for man above 40 age “black” is a better brand.

Respondent 5:

This is 15 year old girl, a teenager, who says that she has shopped many times from breakout and they
find it really comfortable and the quality is good too but price is expensive and she would prefer
outfitters more as they are cheap and trendier.

Respondent 6:

This is a 5 year old kid, whom I asked if he knows about breakout and he quickly responded yes so I
decided let’s ask some questions from him too. When I asked him what do you buy from breakout he
replied ‘everything like shoes, shirts, trousers’ and then I asked him which brand do you like more, he
replied outfitters because I like the avenger cap of outfitters. So it was really shocked to see that
nowadays kids also have an idea what they wear and which brand they like more.

So looking at the responses of the people of different age groups, we can tell that the brand breakout is
a good brand, people like the quality but people are against the price as people say that outfitters is
cheap and trendier.
Recommendations for strong brand:
• You should know your target customers i.e. you should know what your customer wants and how
should we satisfy them.
• See yourself as a customer and think what do you expect from a brand and do all those things that
you think people would need.
• You should know your competitive advantage i.e. why you’re better than your competitors, what is
the quality that stands you out.
• Develop a strong online platform because most people prefer to shop online nowadays.
• Keep an eye on your competitors activities and see what they have better than you and try to
improve it.
• Establish your mission, vision and goals statement and keep in accordance with it.
• Build a strong brand message.
• Build a strong and meaningful brand logo and tagline.
• Be consistent with everything you do.
Conclusion:

Breakout is one of the trendiest brand and one of the best brand for western wear in Pakistan. As
Pakistanis are also developing western style so they like to wear western clothes more and breakout
is almost everyone’s choice. Breakout has something for everyone and one can easily buy anything
for them.
If we see the competitors, we can see that people prefer outfitters more as the prices are very less
as compared to breakout and the quality is also same or some say better than breakout.
In our survey, we concluded that almost everyone said that outfitters is better because of their low
prices and are trendier than breakout.
Breakout doesn’t have too much variety and are not so trendy and up-to-date. Also we observed
that people say that sizes are not mostly available. They should increase their product line for
grapping more market share. They should improve their clothes i.e. they should be more trendy and
fashionable. They should improve their exchange policy because people have a problem with their
customer services. They should add more variety and more colors and people say their sizes are not
available most of the time. Company have to improve the efficiency of their channel as currently
they are just putting their products in their own outlets they should move towards retailer for their
products. Company should pay attention towards their promotional activities they should go for
Television as advertising medium in order to create awareness of their brand. Company should
explore the international opportunities by moving towards one or more country outside the
Pakistan like India China through extensive international market research.