Table of Contents

1. INTRODUCTION................................................................................................................. 2

2. PRODUCTS .......................................................................................................................... 4

3. TARGET MARKET ............................................................................................................. 5

4. CHANGE IN FASHION AND PREDICTION OF CHANGING BUYING BAHVIOR OF FEMALE .............................................................................................................................. 6

5. SUMMARY AND SUGGESTIONS ..................................................................................... 9

1. INTRODUCTION
Stylo is derived from Style. Stylo was started as Bano Shoes in 1974. In the beginning two shops were rented in Lahore. Now it is has become the largest selling ladies shoes brand in Pakistan. In the beginning it was a ladies shoes outlet but on the enormous demand of customers, kids shoes, hand bags and accessories were also introduced. It is currently present in 22 cities with 83 outlets and plan on expanding further in the coming months. There are three outlets of Stylo in KPK i.e. two in Peshawar and one in Abbotabad. Now it is planning to start three new outlets i.e. in Mardan, Kohat and Nowshehra. Over the years, Stylo has slowly but surely become a household name that has captured the imagination of women who consider footwear an essential part of their appearance. Today Stylo is popularly acknowledged as one of Pakistans leading footwear and accessory brands in womens fashion. This phenomenal turnaround in the companys fortune owes as much to the vision of its founder AzharHussainSiddiqui, as to the enterprising spirit of his progeny, to the expertise of its sales and marketing professionals and in no less measure to the unique craftsmanship of its masterful designers and skilled artisans.

Stylo makes sure that its customers always get the cutting-edge fashion footwear that they desire. Stylo makes sure that Stylo is a brand that serves local needs but also finds a place for itself on the international platform.

Stylo is inflexible in its dedication to quality and comfort and for this reason it never compromise on the materials used for their products or the highly skilled craftsmen who turn designs on paper, into stylish footwear.

Its production facilities have the provisions for handmade shoes as well as automated shoe-manufacturing units. Material is often imported to ensure the level of quality its customers expect from it. This is why Stylo has earned an ISO 9001-2000 certification.

1.1 Mission Stylo mission in quantitative terms is to complete hundred inland outlets and to introduce Stylo abroad.

1.2 Methodology Different techniques have been used to collect the information about the Stylo. Information was collected through websites, interviews and a personal group also visited the outlet for this purpose.

2. PRODUCTS
Stylo products can be divided into three categories. 2.1 Shoes Ladies shoes are the main products of Stylo Shoes. A variety of kids shoes is also available. The kids shoes were introduced on the demand of ladies customers. The ladies shoes can be divided into the following categories: Formal Party Teen Casual

2.2 Accessories Stylo Shoes is also offering a variety of stylish accessories. Its accessories include earrings, jewelry, bangles, and necklaces.

2.3 Hand Bags Stylo Shoes is also offering a variety of stylish hand bags.

3. TARGET MARKET
Stylo has slowly but surely become a household name that has captured the imagination of women who consider footwear an essential part of their appearance. Stylo is popularly acknowledged as one of Pakistans leading footwear and accessory brands in womens fashion. Stylo products are aimed at all social classes. Its product prices range from 290 to 25,000. So it is very affordable to shop at Stylo. Recently Stylo has launched Insignia for the upper class. Its product prices range from 5,000 to 80,000.

3.1 Promoting to target market Stylo uses the following media for its promotion. TV Internet Radio Fashion Magazines

3.2 Stylo Magazine Fashion id is the fashion and lifestyle magazine owned by Stylo Shoes.

3.3 Stylo Facebook page Stylo is also using its Facebook page in order to stay in touch with its market and Stylo lovers. Anyone having a Facebook account can access its latest design photos, play quizzes and can book a pair of shoes online. The address to Stylos Facebook page is http://www.facebook.com/StyloShoes 3.4 Stylos Click & Reserve This is an innovative marketing strategy adopted by Stylo. This is a feature which enables customers to book a Stylo product through its Facebook page. The address to Click and reserve is http://www.facebook.com/StyloShoes?sk=app_105709145051.

4. CHANGE IN FASHION AND PREDICTION OF CHANGING BUYING BAHVIOR OF FEMALE

4.1 Fashion It is a general term for a currently popular style or practice, especially in clothing, foot wear, or accessories. Fashion references to anything that is the current trend in look and dress up of a person. People all around the world like to follow fashion, although their styles are not always Western. They may combine elements of international fashion with elements of their own culture's traditional dress, or they may choose to wear primarily traditional dress.

4.2 Fashion Change Oscar Wilde once remarked on fashion in the following terms fashion is a form of ugliness so intolerable that we have to alter it every six months. Fashions changes, but change is always the fashion. Fashions come and go at a surprisingly steady rate, new research suggests, driven by a small minority of innovators amidst a majority of people copying each other.

4.3 PREDICTION OF CHANGING BUYING BEHAVIOR DUE TO FASHION Its very important for marketers to predict the changing buying behavior due to fashion. According to the interview the following techniques are used by Stylo marketers to predict the changing behavior of female.

1. Customer Feedback / Suggestions Here the data is collected through surveys; customer feed back, suggestions, and Stylo's Facebook page. The demand for a product is understood and attempt is made to tailor want satisfying products.

2. Influential Celebrities Here the Stylo marketers keenly observe the get up of influential celebrities. The shoes they wear and they accessories they use to get dolled up, is hot selling in upcoming days. Since celebrities have an enormous impact on female purchase behavior So Stylo designers focus on making that kind of products. 6

3. Fashion id; Stylo Magazine Fashion id is the fashion and lifestyle magazine owned by Stylo Shoes. It publishes the design of products which are currently IN fashion.

4. Seasonal Variations Seasonal variation is also a major cause of changing buying behavior. In winter ladies prefer to use warm, heavy and closed design shoes and in summer open, airy and light shoes are preferred. At Stylo care is taken of seasonal variation. At the very beginning of each season, products are made available at all outlets which are made for that particular session.

5. Advertisements The advertisements are also a way of introducing a fashion. Nowadays telecom industry is spending enormous amount on advertisements, and there is a new ad after a month. The celebrities working in these advertisements are paid highly and their get up becomes a fashion. 6. Stylos Facebook page Stylo is also running a page on the social networking website Facebook. New fashion trends and Stylo products are constantly updated on the page. Any facebook user subscribed to this page easily gets update on its wall. Facebook users can also book a Stylo product on facebook.

7. Fashion Shows Fashion shows are a way of introducing new fashions. These are constantly held in the major cities of Pakistan where models introduce new seasons get up. These fashion shows are very important for Stylo marketers because the designs presented here are very soon demanded by the customers.

8. Movies Bollywood movies are a great source of fashion input. Pakistani youth has a great passion for Bollywood movies. Bollywood actresses introduce new footwear and accessories in each new movie which is heavily demanded in upcoming days by Pakistani youth. Hollywood movies are also influential. Stylo

marketers observe this trend and efforts are made to design products accordingly.

9. Fashion Magazines There are some widely published fashion magazines which depict new fashion trends in footwear and accessories. This is also considered while designing products. Stylo has a fashion publication called Fashion id.

10. Print and Electronic Media Print and electronic media is also playing a vital role in the introduction of new trends and fashions. Stylo marketers observe the trends introduced and take these trends into consideration in product design.

5. SUMMARY AND SUGGESTIONS

Stylo is offering a variety of ladies shoes, handbags and accessories. It has a network of 83 outlets in Pakistan and plans are made to expand and introduce Stylo abroad. Stylo is targeting all social classes. It is using print, electronic and social media to promote its products. Stylo marketers and designers observe current market trends by observing print and electronic media, fashion shows etc. Efforts are made to design want satisfying products.

4.1 Suggestions. 1. Stylo shoes should target the male market segment. 2. Stylo should arrange exhibitions and sponsor social events in order to get more market share. 3. Stylo website should be updated regularly. 4. New outlets should be opened in newly built shopping malls such as Deans trade center. 5. Stylo should focus on adverting in local newspapers.

REFERENCES
http://www.facebook.com/StyloShoes http://www.facebook.com/StyloShoes?sk=app_105709145051 Sana Ullah Jan, Stylo Outlet Manager, University Road Peshawar www.styloshoes.com.pk www.wikipedia.com

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