Introduction

 Sana Safinaz is clothing and accessories retailer based in Karachi

 Sana Safinaz was established in 1989 by two women Sana Hashwani and Safinaz
Muneer in karachi
 The reason behind starting this business was that in 1989 it was difficult for women to
work in industry
 Sana Safinaz was proudly finds itself as Pakistan's only premier luxury  retailer
 It sales ready to wear ,unstiched , haute couture and accessories
 The brand is still defined as a trailblazer for upcoming brands
 Sana Safinaz wins best international designer award in 2012
 In 2014 they celebrated silver jubilee on completion of 25 years of their retailing
history
Mission
To be the number one concern customer choice in fashion apparel brands
Vision
To be the most aesthetically appealing and aspiring brand of Pakistan
Core elements
 Customer satisfaction
 They issue discount cards to their loyal customers
 Performance evaluation
Competitive advantage
Product differentiation
Their products are different from their competitors because of their unique designs, styling
and product quality because they launched their products according to the new trending
fashion
Good customer service
Sana Safinaz have good customer service because of easily return and exchange policy, if
customer buy any product and it is defected then they change their product according to their
exchange policy
Technology
Now a days, due to advancement in technology people can buy their products online Sana
safinaz introduce its Omnichannel for consumers and  parterning with Magento which helped
them develop a state of the art website and a communication system which helps all retailers
know exactly where the consumers are and keeps track of the stock.
Design philosophy
Sana Safinaz design philosophy is to always be current with international fashion trends.
Product life cycle
Intro Stage
For the intro stage of its product, Sana Safinaz does not offer discounts to increase sales
rather it charges premium prices and let the quality of the products to grasp market roots.
Growth Stage
Sana Safinaz place huge emphasis on this level. For Example, The product line ‘Accessories’
is in the growth stage and sana safinaz has made great efforts to make this product lines as
huge and competitive as the most selling product lines. ‘Pret’wear also comes in this category
as its market share is expanding, and more and more customers are buying this product line.
Maturity Stage
Unstitched is in the maturity stage. Sana Safnaz focuses on new collections with unique
styles to keep customers engaged with the products and to prevent this product line from
going towards Decline Stage
Managing Quality
 Uniqueness
 Customer loyalty
 Feedback
If there is any legitimate complaint their money will be refunded full return policy
Concepts of TQM
 Continuous improvement
 Employee empowerment