UNIKL BUSINESS

SCHOOL

EDB 20503 MARKETING STRATEGY

SEPTEMBER 2022
INDIVIDUAL ASSIGNMENTS

NAME FAREZ SYABIL DANI BIN MOHD FAIROZ

STUDENT ID 62214221241

CLASS M10

LECTURER NAME AMI SUHANA

SUBMISSION DATE 22ND NOVEMBER 2022

Name of organization: SHALS ® STORE

Location: The Curve, Mutiara Damansara @ www.shals.com.my
Product: Trendy Clothing, Accessories and Handbags
 1. Define the Target Market
The Shals sisters, Shalma Ainaa and Shalmanisa, founded the Kuala Lumpur,
Malaysia-based apparel line SHALS in 2011. Since its debut, it has grown to provide
a selection of ready-to-wear items, accessories, and handbags. For your
fundamental wardrobe pieces, SHALS embodies a feeling of casual elegance and
timelessness. Women and men in the 18 to 40 age range make up the majority of
the SHALS target market. According to Mustapha (2019), SHALS designs are
concentrated on a variety of contemporary, understated, and modest styles that are
popular among Gen Z and millennials.. The majority of the essenShals collection,
which has designs priced under RM100, is aimed at students who are among the
brand's devoted customers and who primarily want to purchase fashionable designs
outfis at a reasonable price.

2. Write The Benefits of Goods Or Services

The two business-minded sisters Shalma Aina and Shalmanisa are committed to
growing and diversifying their line of clothing to appeal to a larger market. Shals is the
complete opposite of the over-the-top, loud-color, over-the-top fashion world. The
brand's line places a focus on simple, cosy, and useful designs. But with the perfect
finishing touch, they become elegant, fashionable, and attractive objects. Shals has
established itself as a major player in the local fashion industry. For ladies, Shals' range
of contemporary, understated, and modest designs includes shirts, slacks, and dresses,
and for men, kurta. Shalma Ainaa aims to diversify the company's offerings as Shals
develops beyond merely clothing creation. Her vision is for Shals to be involved in just
about every aspect of fashion, including accessories such as handbags and shoes. Her
ultimate goal is to make Shals a complete lifestyle brand that provides clothing for
everyone. The fact that SHALS designs are constantly being developed is one of their
perks or benefits. For those who have requested clothing to wear at Kuala Lumpur
Fashion Week, they occasionally release new designs. It is a successful marketing plan
for them. As a result, SHALS customers would not only be able to purchase the latest
trends but also change every aspect of SHALS brand fashion.

3. Perform Situational Analysis

The situational analysis, also known as a SWOT analysis, involves identifying SHALS's
strengths, weaknesses, opportunities, and threats. The SWOT analysis can help
entrepreneurs organise and develop a better business strategy, particularly to address
current challenges and reduce the likelihood of failure.

The SHALS's strengths include specially crafted clothing. The in-house designer of
SHALS.KL created each ready-to-wear line just for them. Most of their clothing was
manufactured with premium materials and designed to represent their philosophy. Next,
limited production is listed as a weakness. This indicates that SHALS is not prepared to
meet the clients' desired demand levels. To remedy this, they must reevaluate their
supply chain management. Collaborations with other brands are a opportunity.
SHALS.KL will greatly benefit from periodically working with other developing
companies due to the changing fashion trend. As of right now, SHALS.KL has partnered
with a well-known cosmetics company, Benefit Malaysia, as well as a regional
streetwear company, Pestle and Mortar Clothing. This collaboration has shown a
positive response, hence, SHALS.KL can increase its brand's credibility through
partnerships with other urban brands in Malaysia Lastly is threats, which is arising
competition. SHALS.KL is also facing more competition from other local clothing brands
such as ASLY, Whimisigirl, FashionValet, and also international clothing retailers such
as H&M, ZARA, and many more.

4. Define a Unique Selling Point For Your Goods.

Since SHALs cater to students with limited budgets for apparel while yet wanting
to be fashionable, their pricing for their products, which often caps at RM100, is
what makes them stand out from the competition. For the past ten years, Shalma
Ainaa, their creative director, has been in charge of SHALS. Her mission is to
bring current designs that not only help you look nice, but also make you feel
good along the way, as a breath of fresh air. They want to redefine the story of
cultural customs by pushing the boundaries of fashion with reasonably priced
items while never compromising on quality or the narrative that goes along with
it. In order to engage with the community through fashionable items, motivational
content, and principles that unite people as one, SHALS is working to grow the
brand as a universal lifestyle brand.
5. Establish Marketing Goals

Shalma Ainaa aims to diversify the company's offerings as their marketing goals as
Shals develops beyond merely clothing creation. She wants Shals to be involved
with practically every facet of fashion, including footwear and purses. Her ultimate
goal is to make Shals a complete lifestyle brand that provides clothing for everyone.
According to Shalma Ainaa, Shals is diversifying to ensure that the company
maintains a solid position in the market. The problem is to create new designs that
people would like or love in a market that is quite saturated. To sell off the inventory
is another marketing goal. Because consumers don't buy clothes every day, turnover
is slow. Making sure their items are always priced at fair and economical costs
would help with this. The bags are their best asset; therefore they might release
more of them in the near future. They might even create a brand-new line just for
Hari Raya in the future. They might even have furniture and other lifestyle items in
the future, she suggested.

6. Specify Marketing Methods

The main marketing methods used by SHALS is by using the social media platforms
such as Facebook, Twitter and mainly Instagram. As we all know, the world now had
moved on into the technological digital media. Most of the targeted market are
younger adults consist of millennials and gen z which almost all of them uses the
social media platforms. And without a doubt, SHALS has capitalized their marketing
efforts through digital and social media marketing to attract customers. Other
marketing methods used is by using affiliated marketing. Basically, SHALS promote
their products through a trusted partner or influencer on social media to spread the
goods and benefits of their products.
References:

Mustapha, K (2019, August 21). Modern, minimalist and modest.

https://www.nst.com.my/lifestyle/flair/2019/08/514664/modern-minimalist-and-
modest