concrete casual wear

Company Character

*objectives :

For Concrete to be the leading premium retailer in Menswear and

Children’s wear across Egypt and the Middle East, with an authentic
contemporary Italian inspiration, renowned for its high quality at the right
price.

Since its launch, Concrete has brought the best of global styles to the
Egyptian market -from casual wear to Italian suiting. In today’s fashion
landscape, where there is more choice than ever before, Concrete will act
as a guide to the latest trends and help its customers project an image of
successful masculinity.

Our kids’ apparel line and baby collection offer the same quality and
style, with on - trend looks for both boys and girls.

Our mission is to become the Authority on Global Style for the modern
Egyptian man.

*management style : 1989 Concrete was created in answer to the

founder’s passionate interest in men’s fashion. What began as
predominantly casual collection, with a focus on raw denim and cotton,
rapidly evolved to an increasingly formal and premium offerings of both
Men & Kids, as the aesthetic of the brand began to incorporate a
European sensibility drawn from Italy.

Concrete was acquired by Arafa holding in 1996, creating a turning point

in the brand’s life under the strategic leadership of CEO, Dr. Alaa Arafa,
as it became a part of the most prominent textile and garments
manufacturing group of factories in the Middle East and the world.

Throughout the years of its evolution, Concrete has maintained a strong

sense of its original roots; the contemporary and masculine style that the
brand has become synonymous with, and has appealed to multiple
generations of Egyptian men which has remained a constant and valuable
cornerstone of our brand.
For years our clothing has been created with the highest quality materials
and dedication to craftsmanship, led by our Italian designer, Ettore
Veronese.
Our accomplished cuts, textiles, quality and Su Misura services have
resulted in Concrete becoming the longstanding market leader in the
premium menswear and Kid’s apparel category, providing customers
with apparel to suit every stage of their lives. We pledge to carry these
standards forward as we enter a new era of the Concrete brand.
* Management and Marketing Skills :

Authentic

Concrete sources the best materials, ranging from natural fibres to Italian
textiles. We deliver excellent value, selling premium quality goods at
reasonable prices. We acknowledge the strong family values of our
customers and emulate those as a company, never denying our roots or
values.

Charismatic

Concrete has always promoted masculinity expressed through quiet

authority and stature. We talk to men who make inspiring leaders, joyful
fathers and generous family men. We are never afraid to bring innovation
to our customers - they share our forward thinking outlook.

Young At Mind

Concrete has an intrinsically charismatic and joyful style. We provide

products best suited to the contemporary man who is after trendy and
contemporary style.

Milano

Concrete looks to Italian inspiration to deliver a refined elegance to its

customer. We use an Italian designer to create our collections. We believe
Milano always represents an updated, yet understated and refined style.

* organization : Since its establishment in 1989, Egyptian menswear

brand Concrete has strongly made its mark in the local and regional
premium fashion retail markets. For the past 28 years, Concrete has
become synonymous with “Made in Egypt” haute couture designs
tailored to the tastes of the modern sophisticated Egyptian man.
In the face of an increasingly commoditized market saturated with
competition and a rising need to attract new generations, Concrete
revamped its brand strategy with an aim to craft a new & engaging brand
experience that would differentiate it in the fashion scene.

This shift was marked by the launch of its “Concrete Icons” campaign,

successfully repositioning the Concrete brand in a category of its own.

In 1989 Concrete was created in answer to the founder’s passionate

interest in men’s fashion. What began as predominantly casual collection,
with a focus on raw denim and cotton, rapidly evolved to an increasingly
formal and premium offerings of both Men & Kids, as the aesthetic of the
brand began to incorporate a European sensibility drawn from Italy.

Concrete was acquired by Arafa holding in1996, creating a turning point

in the brand’s life under the strategic leadership of CEO, Dr. Alaa Arafa,
as it became a part of the most prominent textile and garments
manufacturing groups of factories in the Middle East and the world.

Concrete as a brand have 4 main core essences where the whole

organization is revolving around and considered as the fundamental
building blocks of the brand’s heart: authenticity, charismatic young at
mind, & Milano. If you put these 4 aspects together you get to see the
brand’s vision of being the leading premium retailer in Menswear and
Children’s wear across Egypt and the Middle East, with an authentic
contemporary Italian inspiration, renowned for its high quality at the right
price.

In short from day of its inauguration till date Concrete is an ever

developing brand, becoming the authority on global style for the modern
Egyptian man.

Brands And Sustainability: Since its establishment in 1989, Concrete has

maintained its position as one of Egypt’s top local fashion brands,
building a consistent and strong brand equity with a long heritage of
introducing the finest and premium quality in men’s fashion in the
Middle East. What is the secret sauce behind Concrete being one of the
most sustainable brands in the local fashion scene

 Concrete since its establishment invests continuously in innovation from

both designs and production techniques aspects; the new trends tend to be
inspired by monitoring closely world market fashion trends to tailor it to
match the Egyptian masculinity & culture. This is combined with the
essence of our brand which is embedded in our DNA, quality.
Throughout each step of introducing a collection to our valuable
customers we have it embedded in the heart of our procedures and day to
day transactions to ensure the product offerings reflects the immense hard
work, craftsmanship and dedication it entails to have this superior output.
However, all that put together without loyal customers would never have
made Concrete reach the status it has captured till date. This is the crucial
part of the equation that lead to our success throughout the years; loyal
partners and customers. Both our internal customers, employees, and the
market are aspects of building further the brand and fostering our stand
and we do not waste an effort to exceed expectations.

Actually Concrete’s main objective of the rebranding activity that was

witnessed lately within the Egyptian market is to foster its positioning to
the youthful segment that were not familiar with the brand or were
considering it as a rather vintage form of brand suitable only for elderly.
It is an awareness campaign to create a rather wakeup call to have
Concrete top of mind. The campaign is one aspect of the rebranding and
on its own would not cause sustainability. We have attacked all factors in
order to create a 360 effect to the campaign in collaboration of change of
store concept, brand identity; practically all aspects that are of touch base
with the customers. Having this put in place in accordance with
sustaining campaigning and using the right effective marketing tools will
maintain our mission of being the longstanding market leader.

Fashion industry as a whole have both influence and inspiration

combined together are key factors in the movement of the market. The
brand’s usage level of each to create the right equilibrium is what
differentiate one brand from another. In this life stage of Concrete we
have been focused on inspirations to develop a form of the overall
understanding what we have to offer but had to shift to influence as this is
the upheave trend that is the most effective to our target segmentation and
that was the successful equation in how we delivered the message to the
market.

This trend has been picking up for a time and any proactive brand have to
seize any and all opportunities of growth. Luckily as Concrete is always
on proactive slope of industry trends and moves we managed to adapt to
the changing behavior of the Egyptian market and cater for it to sustain a
leveraged positioning. The new campaign is not repositioning it is more
of reflecting what we really offer to customers that they were not aware
of; high end products with international (Italian) designs for the right
price. Yet with the changes still Concrete maintained its core DNA,
quality.
 For the time being the whole collection of Concrete is focused on
reflecting the iconic looks of the contemporary Italian man and
accordingly our partnership is further extended with Ettore Veronese;
especially this is part of the main fundamental blocks of Concrete
essence. However, surely local/regional fashion designers who foster
their names in modern looks we may consider for a special capsule form
but not to replace the existing design direction and partnership.

Surely our heritage and years of presence in the market for the past 26
years have built a very wide range of loyal customers. The lead men
being the backbone of the family naturally extends to the generations the
positive experience and history that they had with Concrete over the
years. We have this always at the back of any scenery and accordingly
embedded the date of our establishment as an integral part of our logo.

Proactivity to change trends and customer behavior is the only success

factor in the fashion industry. As previously mentioned the balancing of
market adaptation with the brand’s DNA is the key factor of sustaining
the brand stand within the market. Focus on your customer needs and
exceed their expectations.

* philosophy : Concrete released a diverse celebrity campaign that

targets young generation with a charming appeal. The selection of the
campaign celebrities meant to meet a certain standards of social class,
education and career success to work in harmony with Concrete brand
philosophy.

A world-class series of adverts that features iconic men, community idols.

Having those iconic men showcased in Concrete wardrobe going about
their lives is a scene to behold.

The adverts gained a total of 7.8K likes and was viewed 216K times in 3
days time span.

Concrete is inviting its audience to see how its designs will match each
and every style, without sacrificing your identity and to transcend
ordinary to extraordinary and iconic.
The adverts features aspiring actor Asser Yassin, Ahmed Hatem, the
entrepreneur and athlete Aly Mazhar and the professional squash player
Ramy Ashour.

The diversity of celebrity featured is targeting many customer personas,

translated that you can be sporty, fit, star and still find the attire that
perfectly suits your iconic status.

*Products : Concrete store. It is an Egyptian store that sells clothes and

accessories for men, kids, and babies. You can find both formal and
casual outfits for reasonable prices. Men will find cufflinks, leather
goods, scarves, gloves, icecaps, shoes, ties, and socks. Kids will find a
variety of outfits with different sizes and styles.