LAHORE GARRISON UNIVERSITY

Brand Management

Assignment # 1

Submitted to:
Dr Musaddiq
Submitted by:
M. Saad Nadeem (090)

Semester: 7th BBA Sec C

 Furor Clothing Brand

Brand Awareness:

I got to know about this brand when my favorite YouTube content creator Irfan Junejo first
did a collaboration with them in 2017. Furor as a clothing brand was launched as well in
2017. The success of the brand has come from its trendy and street fashion clothing. In the
market full of outfitters and breakout this brand is actually very reasonable in pricing of their
clothes and is often up to speed with the ongoing market trends. The launched on to the scene
in a very unique way. In 2017 they sponsored a travel vlog of Irfan junejo and did very smart
integration. They allowed junejo to visit their store and pick anything from the store for the
journey to the north of Pakistan. All of this shopping journey had to be documented by Irfan
Junejo as part of their brand deal. This showed the creative freedom that this brand gave to a
content creator. They allowed the video to be made however the creator wanted and did not
forcefully integrate their brand in multiple places. As the clothes worn by Irfan were the
branding enough. Those clothing and their design spoke for itself. Street fashion before that
was never introduced in Pakistan. After that they had storming success and this one
collaboration catapulted their brand.

Association:

My positive association to this brand has always been due to getting the best and up to date
trendy designs in affordable pricing. Their style and fit has not always been the cup of tea for
every consumer but they have been able to capture their own niche customer market. Street
wear is usually baggy clothing with big prints on the back of the shirts, hoodies or jackets.
These are the clothing style that I always missed in Pakistan. Ever since I have started buying
from Furor I have stopped paying for expensive outdated clothings. Another positive
association with the brand is ofcourse due to the youtuber I watch almost all the time. This
creates a positive image of the brand at the back of my head. Which is because if the favorite
person of mine is endorsing a brand I will think very highly of that brand. This is how almost
all the brands in the market try to create association with their consumers.

Loyalty:
My loyalty with brand is due to their constant innovation and improvement in their
collections. Their designs keep on improving and the quality of clothing have never
decreased. They have always been a product oriented company that focuses on bettering their
clothes instead of focusing on just marketing and not maintaining their own preset standards.
Furor as a brand I know will never disappoint me. This brand although will have to keep
doing social media collaborations to stay in the market as the popularity of the brand is going
down which may affect the future sales.