Project on Plaire, Capstone, 023896192.docx

It seems to be a smart move from the company but the

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problem in the clothing industry: waste and pollution. It seems to be a smart move from the company but the critics question the way H &M violate the workers right focusing on overproduction. Under Armour or athletic gear designed to keep athletes cool, dry and light throughout the course of game, practice or workout. It had some branding issue at the beginning, as a result they now say that it seeks to make all the athletes better through passion, design and the relentless pursuit of innovation. Under Armour perfected its voice and how it communicated with its legion of devotees by partnering with actor/wrestler Dwyane Johnson to promote smart shoe, wireless headphone in the fitness platform. 4
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Company Background Fig 1: It shows the screenshot of the website of the parent group. Sayem Group started in 2000 by an entrepreneur who saw the potential in the industry in fashion brands. The founder of the company used to be an employee of a well-reputed RMG industry in a managerial post. With the guidance of his employer, Managing Director of that Company, he dared to start his own business with bank loan and a partner along. Those were the struggling days, both the partner worked hard to set up their own factory in Gazipur on rent. From the beginning, they believed in one thing, “Quality Products from Efficient Production”. Soon with this promise of sincerity, they got quick orders from the market and within 8 months they repaid the big liability of loan (Our Brand Story, n.d.). 5
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In a short span of few years the company shifted to its own premises of 156,000 sq. feet of factory space maintaining compliance and safety issues. Since then Radiant Sweater Ind. Ltd and Sayem Fashions Ltd. have been more efficiently exporting with a turnover around USD12m to countries and brands worldwide. [Online] In July 2015, the company decided to go for retail and invested a good sum to create a brand from the scratch. Marketing Plan Strategy Plaire’s target customers are interested in high fashion and want to be up to date with the latest fashion trends, but are not able to afford clothes and accessories from the couture and high end boutiques, which influences the online marketing strategy. Positioning in Target Market Plaire’s goal will be to provide its customers with trendy and high fashion products at moderate prices to accommodate their requirements. Specialization Plaire is specialized on the complete stock rotation every 15 days, high development of new designs in only 14 days and launches around 10,000 new products each year. The online shop has to be improved in functionality, process handling, shipping and return service. First the presentation of the shop has to be developed in multi functionality as well with dress room option. Differentiation Plaire’s differentiation and competitive advantage is dominated by cost-prize leadership, fast rollover of new products and strong branding. Plaire’s outstanding range of fancy, trendy products need to be marketed overt the social media platforms.
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