Chapter 1: Project Overview 1.

1 Introduction

Padini Authentics
Padini Authentics is one of the labels under the Padini Holdings Berhad. The brand focuses on quality casual wear. There are total of 25 consignment counters and 7 free standing stores of Padini Authentics throughout Malaysia. The stores are located mainly in shopping malls. While most of the Padini brands focus on adults and formal attires, Padini Authentics sell garments to the youngsters and kids of both genders. The brand is inspired by the laidback and carefree lifestyle of students. It portrays collegiate cool style, where the style is casual, fluid, optimistic and relaxed. All the products in Padini Authentics are its own in-house garment production. They provide a wide range of products from womens clothing, mens clothing, accessories, eyewear, bags, caps, underwear and watches. The brand universe revolves around the college lifestyle and caters to the lifestyle- from campus activities to hanging out and partying. It is a brand that embodies individuality and confidence. The designs of Padini Authentic strike a creative balance between chic and current and classic appeal. It is built on the staples of relaxed chic like denims, checks, plaids and stripes.

1.2

Problem Statement

Problems & Issues

1. People assume that Padini Authentics is the same as Padini. They assume it is also expensive and caters to the adults because it has the same kind of name and store design. Wrong perception of the brand due to no clear segregation between both the brands. 2. The current branding is not strong enough to relate to its target audience. The store design is not as attractive and vibrant like how they perceive themselves. 3. The apparel market is very saturated. 4. Product of Padini Authentics is expensive for students. 5. Does not have strong brand positioning of what kind of lifestyle they want to potray.

Padini Authentics

Page 1

1.3

Objectives and Aims

1.3.1 Objectives
1. Rebranding the Padini Authentics stand alone stores to give an attractive and vibrant feel that reflects and attracts its target audience. 2. Rebranding the brand logo so that it is different from the Padini logo. 3. Create a TVC that portrays the lifestyle of the brand by relating it to its target audience so that it creates awareness of the brand. 4. Redesign the existing website of the brand so that it is interesting and more informative as well while interactive for those who are seeking information about its products. 5. Build promotional booths at shopping complexes that are near to the college areas such as Midvalley, Sunway Pyramid and One Utama so that it is easy to attract the youngsters.

1.3.2 Aims
1. To improve the sales of Padini Authentics 2. To show a clear difference between Padini Authentics and Padini. 3. To make sure that its brand image reflects its target audience. 4. To ensure that its target audience is aware of the brand.

Padini Authentics

Page 2

Chapter 2: Product Profile 2.1 Product Name

Padini Authentics

Figure 2.1 Padini Authentics Logo

2.2 Product Classification

Padini Authentics is clothing & apparel brand which sells quality casual wear that portrays collegiate cool lifestyle for both male and female.

2.3 Product Characteristics

2.3.1 Type and Pricing Range

Type

Womens Clothing 20 159

Mens Clothing

Kids Clothing 23 89

Bags

Accessories

Pricing Range (RM) Unit Per Sale

39 209

79-129

28 99

Single

Single

Single

Single

Single

Padini Authentics

Page 3

Type Pricing Range (RM) Unit Per Sale

Watches 69 89

Eyewear 59

Footwear 26

Caps 49

Underwear 23

Single

Single

Single

Single

Single

Table 2.1 shows the type and pricing range of the product.

2.3.2 Packaging
Theres no special packing for its product. Padini Authentics gives away the purchased product to its customers in a specially designed shopping bag. The shopping bag is designed simple with the brands logo and website address. It comes in a pearl white colour.

Figure 2.2 Padini Authentics shopping bag

Padini Authentics

Page 4

2.4

Product Range

Padini Authentics provide a wide range of products to its customers. It has various colors and sizes of clothes for both male and female. It also has different types of jeans cutting such as loose fit, boot cut, skinny fit and straight fit that cater for different niche of customers. It has T-shirts of various kinds for men and also blouses and sleeveless designs for female. The collections in the store are according to the seasons, Spring/Summer or Fall/Holiday. Customers can anticipate for new designs on the months of February and August. Sizes vary from S XL.

2.4.1 Mens Clothing

Polo Tees, T-shirts, Long Sleeve Shirts, Jeans, Long Pants, Shorts, Singlet, Jackets, Hoodies

Padini Authentics

Page 5

Figure 2.3 Examples of Mens Clothing

2.4.2 Womens Clothing

Blouse, Polo Tees, T-shirts, Printed Tops, Shirts, Tank Top, Cardigan, Skirts, Dress, Jeans, Shorts, Long pants, Jackets, Coats

Figure 2.4 Examples of Womens Clothing

Padini Authentics

Page 6

2.4.3 Kids Clothing

Short pants, Long pants, Shirts, T-shirts, Blouse, Dress, Skirt, Polo Tees, Jackets,

Figure 2.5 Examples of Kids Clothing

2.4.4 Bags
Canvas Tote, Slingbag

Figure 2.6 Examples of Bags

Padini Authentics

Page 7

2.4.5 Accessories
Bracelet, Wallet, Key holder, Belt

Figure 2.7 Examples of Accessories

2.4.6 Watches

Figure 2.8 Examples of Watches

Padini Authentics

Page 8

2.4.7 Eyewear

Figure 2.9 Example of Shade

2.4.8 Footwear

Figure 2.10 Examples of Flip Flops

2.4.9 Caps

Figure 2.11 Examples of Caps

Padini Authentics

Page 9

2.4.10 Underwear
Boxers

Figure 2.12 Examples of Boxers

2.5 Product Distribution

2.5.1 Direct and Indirect Distribution
Padini Authentics products are distributed directly to its customers from its stand alone store and its company outlet, Padini Concept Store. Besides its brand outlets, the products are also retailed at consignment counter in selected shopping complexes such as Jusco One Utama, Parkson and Isetan. Therefore, the mode of its distribution is both direct and indirect. Padini Authentics currently has 7 stand alone stores and 22 consignment counters throughout Malaysia.

Padini Authentics

Page 10

2.6 Product Life Cycle

Graph 2.1 Product Life Cycle

2.7 The Brand

Padini Authentics was first launched on 1993 by Padini Group. It has opened seven free standing stores since then. Three of the free standing stores are located in Klang Valley where the prominent shopping complexes such as Midvalley, One Utama and Sungei Wang are located. Padini Authentics focuses mainly on quality casual that caters for college lifestyle. They sell garment for young adults and kids of both genders. Padini Authentics Kids also adapts the same college collegiate cool for children. The brand provides wide variety of products ranging from clothes, accessories, caps, bags and many more that satisfies its customers. The launching of its new designs of clothes is based on the four seasons Spring/Summer and Fall/Holiday. The designs of the clothes changes every six months according to the change of the season. The brand has also constantly remodeled its free standing stores in order to stay relevant and fresh to attract customers.

Padini Authentics

Page 11

2.8 Brand Image and Implication

Padini Authentics has been in the industry from 1993. However, sadly the brand has not reached its sale peak due to its vague brand image and positioning that does not stay in consumers mind. People are aware of the existence of the brand in Malaysia but not many are loyal to the brand. This is due to the competitive situation of the market. Fashion industry is a saturated market and new brands keep rolling out to attract the consumers. Consumers buying decision is not just affected by the product but also the effectiveness of the brand image and how well they have associate themselves with their consumer. Padini Authentics need to constantly engagement themselves with their consumer and improve their advertising strategy to stand above its competitors, Giordano, Tropicana Life and Cotton On who has been improving their popularity and sale.

2.9 Strength and Weakness

2.9.1Strength
It is a Malaysian brand. Has exposure in major retail centers with outlets in most prominent shopping complexes nation-wide. (Eg: 1 Utama, Midvalley and etc.) Consistent productivity and creativity for every new season. All its products are designed by its own in-house designers. Aggressive in advertising and promotional activities. Always have promotions. Stylish and quality casual wear with affordable price for young adults. Wide range of products for both male and female.

2.9.2 Weakness
Very vague positioning statement unlike its competitor, Tropicana Life (for skaters). Limited variety of clothing design, the design is seasonal. Product variety and launching based on the four seasons (Summer/Spring, Fall/Holiday) and it is usually every six months. (February and August). Its corporate identity looks almost same as Padini Store, gives confusion to the public. Launching time for its new product launching is longer than its competitors who usually produce new products in one or two months. Its media activities are seasonal. Does not engage with its members often. (Members receive magazine 6 months once) The clothes design and cutting are more towards the Western style. It is quite expensive for students expect during promotions.
Page 12

Padini Authentics

2.10 Advantages and Disadvantages

2.10.1 Advantages
Well received by Malaysians since its a Malaysian brand. People will know the existence of the brand. Frequent customer visits and higher sales due to lower price. Durable and trustworthy product since its quality is good.

2.10.2 Disadvantages
The brand will not stay in peoples mind for a long time since it does not have a strong identity. Customers will not be loyal to the brand if its new designs take time to come in the market. Misassumption of the type of clothes that the store provides. Some seasonal clothing is not applicable in Malaysia. People who dont like Western style will not buy the products. Students may reluctant to buy expensive clothes.

2.11 Unique Selling Proposition (USP)

Padini Authentics is focused on stylish and quality casual wear that revolves and caters to the campus lifestyle.

Padini Authentics

Page 13

2.12 Promotional History and Advertising Schedule

Padinis promotional activities are done mostly through web, social media and print media such as posters and flyers. Below is the timeline of the companys promotional activites.

Every year (February & August)

Padini Authentics launch its new collections every six months with new posters of the collections in its website and social media.

Every year (March & Sept) Padini Trend Book will be issued after one month of the launching of its new collection and the magazine will be sent to the members. It will also be uploaded in the website. 2012 (15 June 2 Sept) 2012 (June) Mid Year Sale Brands Outlet Kids Lauching Promotion (FREE Penguin Coin Bank with purchase of RM 110 & above ) Padini Group Fair at KL Sogo Shopping Mall. Brands Outlet Opening promotion (FREE Tote Bag with purchase of RM 110 ) Padini Authentics Spring/Summer Collection Backstage Video Padini Warehouse Clearance Padini Concept Store Sale Padini Authentics Spring/Summer Collection Concept Video Midvalley Fashion Week Fashion Show Vincci@Farenheit 88 Opening Party SEED Fall Collection Launching Show

2012 (9 20 May) 2012 (May)

2012 (February) 2011 (30 Sept - 1 Oct) 2011 (30 April 2 May) 2011 (March) 2011 & 2012 2010 (December) 2010 (October)

Padini Authentics

Page 14

There isnt a definite time of when the brand does its promotions. Promotions for the brands under Padini varies according to the shopping malls it is located. Some malls has fashion weeks therefore, the stores in the malls follows its promotions. Other than the above stated promotions, Padini also has: Warehouse Sale for all of its products. Clearance Sale. Special promotions during the festive seasons. Year End Sales.

2.13 Positioning Statement

Padini Authentics is a fashion and apparel brand which focused on stylish and quality casual wear that caters to the college lifestyle with affordable price for young adults of both genders.

Padini Authentics

Page 15

Chapter 3: The Company 3.1 Company Overview

Padini Holdings Berhad
Padini started from humble beginnings in the apparel industry. Its roots are in the manufacturing, trading and supplying of garments to retailers and distributors. However, driven by a vision, Padini ventured into distribution and retail by creating its own brands catering to specific consumer niches. Today, Padini Group is a leader in the multibillion textile and garment industry in Malaysia. They have nine labels in its family of brands and retail in 330 freestanding stores, franchised outlets and consignment counters in Malaysia and around the world. Padinis labels proudly carry the Made in Malaysia stamp abroad in Bahrain, Brunei, Cambodia, Egypt, Indonesia, Myanmar, Oman, Pakistan, Philippines, Saudi Arabia, Syria, Thailand and Arab Emirates. Padini address fashion conscious consumers of both genders and all ages through its ten distinct labels: Padini, Padini Authentics, PDI, P&Co, Seed, Vincci, Vincci+, Vincci Accessories, Miki Kids and Brands Outlet. Each of these labels represents a particular fashion philosophy and encompasses a comprehensive range of products that fit into its targeted consumers universe.

3.2 Business Description

Padini Holdings is mainly an integrated operation that controls its products - fashion wear and accessories - from concept stage to manufacturing, merchandising and image marketing. Each brand represents a fashion philosophy; each philosophy covers a comprehensive range of products aimed at a targeted consumer. Brand image is strongly backed up by real value: quality, functionality and price. Padini addresses fashion-conscious consumers of both sexes and all ages through ten distinct brands: Padini, Padini Authentics, Brands Outlet, PDI, P & Co, Seed, and Miki. Vincci, Vincci+ and Vincci Accessories have focused on the fast changing tastes of woman consumers on shoes, bags and accessories. Padini forms a fashion trends with these ten brands. It can be said Padini is a trend setter. Besides that, Seed Cafe opens an exciting new dimension in food operations for the company.

Padini Authentics

Page 16

Padini Holdings relies on two main factors to drive awareness of the 10 brands it own: store presence and always giving the customer a reason to stop by. With over 200 free-standing stores nationwide, Padinis brand present in every major shopping mall. Some of the groups stronger brand has identities that have made them automatic destination for shoppers looking for particular styles. The other business decision that helped boosts the groups identity and the brand presence of its labels was the introduction of Padini Concept Store in 1997. In the domestic market, products of Padini Holdings are sold through the numerous retail stores and consignment counters that the Group manages. There are also several Vincci and PDI franchise stores in the smaller towns of Malaysia. In markets abroad, the products are sold mostly through retail stores managed by licensees and dealers.

3.3 Company History

Founded in 1971 by the groups managing director Yong Pang Chuan as the Hwayo Garments Manufacturing Company, the breakthrough came when Yong realized that taking his company to the next level would a strong brand identity. In 1975, the Padini brand was launched selected by Yong out of five brand identities crafted by a consultant. From the beginning, Padini was an affordable mass-market office-wear brand which the market then lacked. Today, the group has spread its company to ten distinct brands. The timeline of the brands are as following:

1971

Began operations as Hwayo Garments Manufacturers Company, a sole proprietorship manufacturing ladies garments and wholesaling the finished products to departmental stores.

1973 Expanded into the textile trading. 1975 Entered the retail industry with the company's pioneer brand, PADINI. 1981 Launched VINCCI, a brand for ladies shoes, bags, belts and other accessories. 1987 Children wear was launched under the MIKI brand. 1990 The SEED and ROP labels were created.

Padini Authentics

Page 17

1991 Home Stores Sdn Bhd was established as a holding company for the Groups retail, wholesale and manufacturing businesses. 1992 Home Stores Sdn Bhd was changed to Padini Holdings Sdn Bhd. 1993 Launched the PADINI AUTHENTICS brand. 1995 Padini Holdings Sdn Bhd became Padini Holdings Berhad, a public company limited by shares. 1998 - Padini Holdings Berhad was listed on the Second Board of the Kuala Lumpur Stock Exchange (now the Bursa Malaysia). - A new brand, P & Co, was launched in the second half of the year. 1999 - PDI joined the family of brands under the Group. - The first of the Group's multi-brand shops, the Padini Shop, opened in City Square of Johor Baru. The 11,000 square feet store showcased merchandise from Seed, Padini, PDI, Vincci, P&Co and Rope. Today, there are 22 of these concept stores nationwide. 2000 - The Group ventured into the food and beverage industry with Seed Caf. - Began operating the first foreign Vincci store in Brunei. 2001 - PADINI was re-launched as a career wear brand for men and women. Rope was merged under the new concept PADINI. - Ventured into Thailand. 2003 - The Group grows its regional presence by expanding into the Philippines and Saudi Arabia. 2004 - Transfer of listing and quotation to The Main Board of Kuala Lumpur Stock Exchange (now the Main Market of the Bursa Malaysia). 2005 - Entered Indonesia, United Arab Emirates and Cambodia. 2008 - Padini Group was valued by Interbrand at RM245 million. 2009 - Padini Holdings Bhd was awarded at the Malaysias Most Valuable Brands and Putra Brand Awards, respectively. - Ventured into Syria.
Padini Authentics Page 18

2010 - Entered Qatar and Pakistan. 2011 - The Group expands its presence abroad by adding more stores in Middle East, South East Asia and North Africa to further strengthen its brand presence in these regions. - Also opened first Vincci store in Myanmar.
Table 3.1 Timeline of the History of Padini Authentics

3.4 Key People

Chairman Tuan Haji Sahid bin Mohamed Yasin (Independent Non - Executive Director) Mr.Yong Pang Chaun (Founder) Ms. Yong Lai Wah Ms. Chong Chin Lin Mr. Chan Kwai Heng Mr. Cheong Chung Yet Mr. Foo Kee Fatt Ms. Yeap Tien Ching Ms. Ho Mun Yee Ms. Tam Fong Ying Peter Chong & Co. Chartered Accountants (Executive Director) (Executive Director) (Executive Director) (Executive Director) (Independent Non- Executive Director) (Independent Non- Executive Director)

Managing Director Directors

Company Secretaries

Auditors

Padini Authentics

Page 19

3.5 Location and Subsidiaries

3.5.1 Headquarters:
Padini Holding Berhad No. 19, Jalan Jurunilai U1/20, Hicom Glenmarie Industrial Park, 40150 Shah Alam, Selangor Darul Ehsan, Malaysia. Tel: +603 5123 3633 Fax: +603 7805 1066 Website: www.padini.com

3.5.2 Brand and its Locations

Padini Holdings has over 200 free standing stores worldwide. Padini Holdings Brands includes: Vincci, Vincci+, Vincci Accessories, Padini, Padini Authentics, PDI, Seed, P & Co, Miki Kids, and Brands Outlet. Below are the free standing stores and consignment counter of Padini Authentics located throughout Malaysia:

Kuala Lumpur

Mid Valley Megamall, Pavillion, Sungei Wang Plaza, Alpha Angel, Jaya Jusco Tmn Maluri, KL Sogo Shopping Mall 1 Utama Jusco, 1 Utama New Wing, The Curve, Sunway Pyramid, AEON Bukit Tinggi Shopping Centre, AEON Cheras Selatan Shopping Centre, Setia City Mall, Paradigm Mall, IOI Mall, Ikano Power Centre, East Coast Mall, First World Hotel Kinta City Shopping Centre Gurney Plaza, Queensbay Mall, AEON Seberang Prai City City Square Shopping Centre, AEON Tebrau City Shopping Centre, AEON Bukit Indah Shopping Centre
Page 20

Selangor

Pahang Perak Penang Johor

Padini Authentics

Malacca Sabah Sarawak

AEON Bandaraya Melaka Shopping Centre, Dataran Pahlawan Melaka Suria Sabah Shopping Mall, Warisan Square, 1 Borneo Hypermall The Spring Shopping Mall

Padini Authentic free standing stores: 1 Utama New Wing One Utama Phase 2 F331 One Utama Shopping Centre Lebuh Bandar Utama Selangor, Malaysia TEL : 03 - 7727 5535/ 7722 3536 FAX : 03 - 7727 5536

Mid Valley Megamall Lot G082, Ground Floor Mid Valley Megamall, Mid Valley City 58000 Kuala Lumpur Kuala Lumpur, Malaysia TEL : 03-2938 3068

Sungei Wang Lot F061-064, First Floor Sungei Wang Plaza 55100 Kuala Lumpur Kuala Lumpur, Malaysia TEL : 03-2145 8640

First World Hotel Lot F/L 2.2, Ground Floor First World Hotel, Genting Highlands Resort 69000 Genting Highlands, Pahang, Malaysia TEL : 03-6436 3052

KL Sogo Shopping Mall 190 Jalan Tuanku Abdul Rahman 50100 Kuala Lumpur, Federal Territory of Kuala Lumpur TEL: 03-2698-2111

Table 3.2 Free standing stores of Padini Authentics

Padini Authentics

Page 21

3.6 Brands, Major Products and Services

Padini Holdings is a Malaysia brand that focuses on clothes and apparel business in Malaysia. Padini Holdings brands includes: Vincci, Vincci+, Vincci Accessories, Padini, Padini Authentics, PDI, Seed, P & Co, Miki Kids, and Brands Outlet. Each of the brands sells products and clothes of different styles. For an example: Padini Authentic Padini SEED PDI P&CO Miki Quality casual Office wear Urban style Preppy casual Eclectic & Edgy Trendy for kids Vincci , Vincci+ Vincci Accessories Brands Outlet - Luxury shoes and bags - Accessories - Budget store

Padini Authentics is known for its quality casual wear. The brand sells wide range of product ranging from womens clothes, mens clothes, kids clothes, bags, accessories, watches, eyewear, footwear, caps and underwear. The table below shows the product line of Padini Authentics:

Type

Womens Clothing

Mens Clothing

Kids Clothing

Bags

Accessories

Products

Blouse, Polo Tees, T-shirts, Printed Tops, Shirts, Tank Top, Cardigan, Skirts, Dress, Jeans, Shorts, Long pants, Jackets, Coats

Polo Tees, T-shirts, Long Sleeve Shirts, Jeans, Long Pants, Shorts, Singlet, Jackets, Hoodies

Short pants, Long pants, Shirts, T-shirts, Blouse, Dress, Skirt, Polo Tees, Jackets,

Canvas Tote, Slingbag

Bracelet, Wallet, Key holder, Belt

Type Products

Watches

Eyewear

Footwear

Caps

Underwear Boxers

Padini Authentics

Page 22

3.7 & 3.8 Corporate Vision and Mission

To be the best fashion company ever. To be a global leader in the fashion and retail industry with the highest standards in design, manufacturing, quality, customer service, branding and innovation. To create fashion consciousness that is stylish yet affordable within our brand niches.

3.9 Companys Current Promotional Strategy

PCM Loyalty Programme (Padini Membership Card)
Customers have to pay only RM 20 to be a member. Members can collect points from their purchase and redeem it as rebate voucher at the end of the year. Membership card attract customers to be loyal to the brand as they can enjoy discounts and other special promotions from Padini.

Trend Book
Members of Padini Membership Card (PCM) will get the Padini trend book - Padini magazine. The trend book will be mailed to customers every six months. The magazine contains all the products of brands under Padini Holdings that being matched up to form a fashion trend. Consumer who is not the member can also download the trend book from Padinis official website, www.padini.com. The trend book is also available in three languages - EH! Magazine (Malay), Female Magazine (English) and NuYou Magazine (Chinese).

Padini Authentics

Page 23

Fashion Show
Padini has participated in Mid Valley Megamalls Fashion Week on year 2011 and 2012 (April) to showcase its products. Among the brands that have participated was Padini, PDI, Padini Authentics, Vincci, Vincci+, Vincci Accessories, P&Co and SEED. Fashion show is one of the ways to promote the brands new collection. It also helps to attract the customers and improves the product sale.

Year 2012
15 June 2 Sept Mid Year Sale Currently, the company offers discount up to 50% for all the brands under the Padini Group nationwide. This is a mega sale that encourages its customers to purchase its product. The sale also encourages students to buy the products since it will be less priced than usually.

June

FREE Penguin Coin Bank with purchase of RM 110 and above for the launching of Brands Outlet Kids in Sunway Pyramid. This special free gift attracts the kids and encourages customers to purchase in the store to obtain the free gift.

9 20 May

Padini Group Fair at KL Sogo Shopping Mall. It offers up to 70% discount for its customers.

May

FREE Tote Bag with purchase of RM 110 in Brands Outlet for the opening of Paradigm Mall/ Setia Alam Mall. Padini Authentics Spring/Summer Collection Backstage Video This video is made to introduce the Spring/Summer collection to the customers. It is a video of the backstage of the photoshoot for the collection. This video is displayed in the official website under the brands info to give the feel of the collection to its customers and also to drive them into buying the collection.
Page 24

February

Padini Authentics

Year 2011

30 Sept 1 Oct

Padini Warehouse Clearance All the products under Padini brands were priced at RM 5. This sale tempted the people nationwide to purchase. This also improves Padinis popularity by the word of mouth. Padini Authentics Spring/Summer Collection Concept Video This video is made to show the concept of the Spring/Summer collection. It is to form a perception in the mind of the customers of what the Spring/Summer 2011 collection is about. Padini Concept Store Sale This sale is for the selected concept store. It gives discount up to 50%.

March

30 April 2 May

Year 2010

December

Vincci@Farenheit 88 Opening Party A runway was organized for the opening with VIP as guests and opened to the public as well to introduce Vincci in the shopping complex.

October

SEED Fall Collection Launching Show A runway was organized in Padini Concept Store, One Utama to introduce the new collection of SEED and also to anticipate customers to buy the collection.

Promotions for brands under Padini varies according to the shopping malls it is placed. Some malls has fashion weeks therefore, the stores in the malls follows its promotions. Other than these promotions, Padini also has: Warehouse Sale. Clearance Sale Special promotions during the festive seasons.
Page 25

Padini Authentics

3.10 Product Sales History

Source: Padini Annual Report 2011

The Padini Group achieved consolidated revenues of RM568.5 million, a growth of 9.6% over the previous years amount of RM518.8 million (restated). Gross profits increased in tandem by 12.2% over the same period, while profit before taxation grew by 21.8%, from RM86.3 million achieved in the previous year to RM105.1 million in the current financial year.

Padini Authentics

Page 26

3.11 Current Marketing Objective

3.11.1 Long Term Objectives
Maintain and increase its leadership position in Malaysias fashion industry through various strategies. To strengthen its dominant position in womens footwear - Vincci with improved production lines and increased capacity. To turn its various labels into regionally-recognized fashion leaders.

3.11.2 Short Term Objectives

To upgrade the image of its products while emphasizing value and quality. To fulfill the potential of the export market, especially in the Asian region, and also to step up overseas marketing for its products.

3.12 Media Expenditure

Padini uses various media to promote and introduce their products and collections of clothes to its consumers. Videos were used to promote the concept and launching of Padini Authentics Spring/Summer Collection for the year 2011 & 2012. However, not all the brand has a concept video to promote its collection and it is not done for the previous years. This may be due to the expenses that need to cater for the production of videos. Besides that, Padini also made full use of its website by providing information about its products through newsletters and its magazine that can be downloaded in its website. Social media also plays an important part in engaging the brand with its customer. Padini has focused on its facebook fan page and twitter to keep its customers updated about the brands current activities, promotions and events to its customer. Despite the digital and social media, Padini has not forgotten the traditional media. It has been reaching out to people through flyers, poster and magazines. When Padini Authentics launches its new collections every six months once, it comes out with a posters of its collection that will placed in its websites, social media and also in its stores to let the customers know of its new collections. Besides, magazine are also issued and sent out to its customer after one month of the launching. It is seen that Padini uses digital media and posters to a lot in its communicating its brands.

Padini Authentics

Page 27

Chapter 4: Consumers and Stakeholders 4.1 Current Consumers Characteristic

a) Primary 4.1.1 Demographics
Age : 13 24 years old Gender : Both male and female Education : High School and above Occupation : Students Allowance (monthly) : RM 200 - RM 1000 Income Range : RM 1500 - RM 2000 Race & Ethnicity : All races Geographical Location: Urban area

4.1.2 Psychographics
Perception Stylish, affordable and quality clothes. Learning Recommendation by friends and siblings, promotions & events, digital and social media influence. Motivation & Needs Fame, desire to look good and attractive, gives importance to quality clothes. Attitude & Personality Fashion conscious, like to be the centre of attention loves spending time with friends. Lifestyle Carefree, modern, active, stylish

Padini Authentics

Page 28

b) Secondary 4.1.3 Demographics

Age : 5 - 12 years old Gender : Both male and female Education : Primary Level Occupation : Students Allowance (monthly) : RM 50 RM 100 Race & Ethnicity : All races Geographical Location: Urban area

4.1.4 Psychographics
Perception Stylish and cool outfit that makes them look like a grown up. Learning Influence by friends and family, digital and social media influence. Motivation & Needs Colourful clothes and fashionable clothes, desire to look stylish and attractive. Attitude & Personality Dependant on parents, wants to grow up faster, wants to look mature, gives importance to looks and like to be the centre of attention. Lifestyle Carefree, modern, active

Padini Authentics

Page 29

4.2 Stakeholders Characteristics

4.2.1 Primary
Board of Directors The Board of Directors makes decision pertaining to management and supervises the activities of the entrusted operating officers while working close with them to achieve company goals. As a result of the appointment of a majority of external directors, the Board obtains highly professional and objective advice in a broad range of areas. Employees The employees perform their job by fulfilling the performance standards set by the company. Fashion design team The design team in Padini Authentics is responsible for creating new and creative designs for the brand while catering to its consumers needs.

4.2.2 Secondary
Consumers The consumers are directly contributing to the sales and profit of the business. They also play a part in giving feedbacks and suggestions concerning the products to help improve the quality of the brand. Large popularity of consumers also resulted in efficient and effective publicity. Media Both online media and traditional media contribute to the publicity of Padini Authentics. Besides, it also plays an important role in increasing the brand awareness.

Padini Authentics

Page 30

Chapter 5: Industry & Marketplace 5.1 Industry 5.1.1 Definition of the Fashion Industry
The fashion industry is responsible for designing and manufacturing clothing. Fashion is a term used to describe clothing, footwear or accessories which are currently popular. Primarily the fashion industry is made up of the production of the raw materials, the design of fashion products, manufacturing of goods and then the sale of goods including advertising. Advancements in technology have played a crucial part in the development of the fashion industry. Clothing is now produced in large quantities using specialist machinery.

5.1.2 Shape of the Industry

Malaysian International Trade and Industry (MITI) are currently fond of developing the country's fashion industry given the ample room to grow. The industry had strong linkages with the performance of the country's textile and apparel industry. Together, these industries contributed about 10.5 million ringgit (3 million U.S. dollars) to the country's export revenue in 2008. MITI was providing funding through the Malaysian Textile and Apparel Center to help players in designing, export promotions and international marketing.

5.1.3 Development of the Industry

The performance of fashion industry has strong linkage with Malaysias textile and apparel. The growth of Malaysia's textiles and apparel industry accelerated in the early 1970s when the country embarked on export-oriented industrialisation. With exports valued at RM 9.3 billion while imports amounted to RM 5.2 billion thus making Malaysia a net exporter of textiles and textile products. There are 670 licensed companies in production with investments of RM8.3 billion. The industry employs more than 68,000 workers. During 2011, a slowdown in the economic recovery process around the world did not negatively impact Malaysia. Moreover, there was rising consumer confidence in Malaysia which helped to boost purchasing power within the country. Consumers traded upwards to more branded apparel or even luxury apparel goods. In 2011, many international fashion retailers also witnessed the growth in the economy of Malaysia, which encouraged them to bring more exciting new brands into the country.

Padini Authentics

Page 31

Apparel in Malaysia remained highly competitive with a large number of international players. International brands sought to receive higher demand from consumers due to their brand establishment as well as the reputation of the brand. In addition, international brands run consistent global advertising campaigns which always help to increase brand awareness. Moreover, consumers who are recovering from the economic recession tend to use branded international apparel to boost their self-esteem. However, some other domestic home grown brands like Padini also performed very well in Malaysia due to the affordability and widely availability throughout Malaysia. Apparel in Malaysia is expected to experience positive growth with a strong performance predicted over the forecast period. Economic recovery, the large amount of discount activities organised by retailers, and dominance of international brands are gearing towards higher demand in all categories within apparel in Malaysia. With the rising acculturation of Malaysia with international brands around the world, it is likely to boost the growth of luxury brands further over the forecast period.

5.2 The Marketplace 5.2.1 Current of Condition of the Marketplace

Womens apparel is one of the most competitive market place in Malaysia. Majority of the international brands for womens apparel market has established the business for a very long time compared to some of the local brands in Malaysia. This is a problem to the local fashion retail market when the international brands enter the Malaysian market. The biggest fashion market in Malaysia is in Bukit Bintang area as there are several shopping malls located there and it is a frequently visited area. Manu well known fashion retailers such as ZARA, GAP, Charles and Keith, Giordano, Topshop, Padini, F.O.S, ESPIRIT and many more are located in that area. It is area of busy consumers traffic. Other than that, prominent shopping complexes like Mid Valley Megamall, One Utama, KLCC, Sunway Pyramid, The Curve, IOI Mall, Sungei Wang Plaza are good market place for the fashion industry. The majority of the stores in the shopping malls are fashion retailer and outlets and these malls are always packed with people during the weekends and holidays.

Padini Authentics

Page 32

5.2.2 Changes in Marketplace

As the technology and electric media develop further, Malaysians are slowly becoming more conscious about their appearances as fashion trends is introduced to them easily by the advance technology and surrounded by media in urban areas. Besides, introduction of ecommerce also ease peoples burden by allowing them to purchase products through online. Although e-commerce is catering to the changing needs of the world, there are also drawbacks that attached to it. The increasing numbers of e-commerce business will slowly wipeout the traditional way of shopping where people go to the store to purchase their clothes. This advancement in technology will lessens the number of fashion outlets in near future, providing an internet dominance world to the future generation.

Padini Authentics

Page 33

Chapter 6: Competitive Situation

6.1 Direct Competitor 6.1.1 Giordano

Giordano Holdings was founded in Hong Kong in 1981 by Mr. Jimmy Lai. In 1985, a new philosophy created a new Giordano with emphasis on value-for-money, basic styles, great quality and colours. In 1986, Giordano launched the "Giordano Means Service" campaign - A belief, a philosophy, a culture and a life-long commitment towards excellent customer service. Giordano is one of the best known and established apparel retailers in the Asia Pacific region, employing over 8,000 friendly staff with over 2,400 shops operating in 30 territories worldwide. The 1st Giordano shop in Malaysia was opened in 1992 and it has embarked on an aggressive expansion plan with increases in number of shops over the recent years.

Founded Unique selling proposition

: :

1981 Focuses on casual style with emphasis on value-for-money, great quality and colours. High brand loyalty due to frequent promotions and sale.

Strength

Padini Authentics

Page 34

6.1.2 Tropicana Life

Tropicana Life is has been in major retail chains since 1997. Tropicana Life was born behind the reason of the love and passion on art and for art. Tropicana Life gives aspirations to people by believing the world is surrounded with hopes and colors. With this belief and the spirit, it strongly brings Tropicana Life to another level in street wear fashion and strengthens its position in the international art community and street fashion market. Today, Tropicana Life is the most recognized and best selling street wear brand in the market. With its launching of its two other brands - Wild Channel Street wear in 2000 and Hot Wind Street Wear in 2005, it fortifies the brand more. Tropicana Life has created the best in terms of quality, design and variety of street wear in the market and contributed to society. Tropicana Life currently has 17 concept stores in Malaysia and other that the concept store, Tropicana Life has more than 50 concepts counters in Malaysia and worldwide.

Founded Unique selling proposition

: :

1997 Sells gears, stylish, comfy and remarkable design active clothes to fashionable and hippest accessories with qualities. Printed t-shirt, cotton shirts, tight shirts, mini tees to shorts, pants, skirts and various designs of bags, wallets, caps, hats, scarves, belts, badges and footwear. : Locally established. Has online store for convenience of its consumers. Very strong positioning statement.

Products

Strength

Padini Authentics

Page 35

6.1.3 Cotton On

Cotton On was established on 1991 with one store in Geelong, Australia. From modest beginning, Cotton On has quickly evolved into a bona fide fashion destination with over 700 stores and 4500 employees. The original Cotton On offer has expanded to successfully branch into intimates, sleepwear and activewear with Cotton On Body; childrens fashion with Cotton On Kids, footwear with Rubi shoes; and gifts and stationery with Typo. With a significant presence in Australia, New Zealand, Singapore, Hong Kong, Malaysia, the United Arab Emirates and the USA.

Founded

1991 Focus on fast, accessible and affordable fashion for everyone. Has online shop for convenience of the customers. Clothes and design that is suitable for all season and events. Attractive and creative promotions that attracts customers.

Brand positioning statement : Strength :

Padini Authentics

Page 36

6.2 Indirect Competitor 6.2.1 F.O.S

F.O.S is an established clothing retail chain that specializes in imported stock lots and overruns. F.O.S was lauched on 1997 by its first outlet in Sunway Pyramid. It is a locally established brand. A wide range of clothing and accessories are made available at an affordable price at F.O.S. From that single outlet in Sunway Pyramid, F.O.S has grown to a total of more than 50 outlets to date throughout major shopping complexes located in the Peninsular as well as East Malaysia. Cancellation orders of stock provisions from international renowned brands unavailable locally are made available in F.O.S. F.O.S also carries its own in-house development brands which complements the stocklots and provides a much welcome variety to the merchandise available at F.O.S. The concept of the outlet is to make available a wide range of clothing and associated accessories at an affordable price, and to create the right environment for customers to shop with ease and comfort.

Founded

1997 Stylish, good quality and affordable clothes. Locally establishes, suitable products for middle class families

Brand positioning statement : Strength :

Padini Authentics

Page 37

6.2.2 Reject Shop

Reject Shop is a home grown Malaysian chain store within the Metrojaya group of companies which focuses on retailing global branded garments which are off-season stocks, discontinued stocks, late order cancellations together with Metrojaya's own developed good quality merchandise at great value low prices. Well known brands from the USA, Europe and Australia find their way onto the shelves of Reject Shop, enabling the store to offer mens, ladies, and childrens apparel across a full range of sizes. Since its introduction in 1990, Reject Shop now operates a nationwide chain of stores and outlets at leading shopping locations throughout Malaysia.

Founded

1990 Focuses on retailing global branded garments which are offseason stocks, discontinued stocks together with Metrojaya's own developed good quality merchandise at great value low prices Well known local brand. Active in sales and promotions.

Brand positioning statement :

Strength

Padini Authentics

Page 38

Chapter 7: SWOT Analysis

7.1 Strength
It is a Malaysian brand. Has exposure in major retail centers with outlets in most prominent shopping complexes nation-wide. (Eg: 1 Utama, Midvalley and etc.) Consistent productivity and creativity for every new season. All its products are designed by its own in-house designers. Aggressive in advertising and promotional activities. Always have promotions. Stylish and quality casual wear with affordable price for young adults. Wide range of products for both male and female.

7.2 Weakness
Very vague positioning statement unlike its competitor, Tropicana Life (for surfers). Limited variety of clothing design, the design is seasonal. Product variety and launching based on the seasons (Summer/Spring, Fall/Holiday) and it is usually every six months. (February and August). Its corporate identity looks almost same as Padini Store, gives confusion to the public. Launching time for its new collections is longer than its competitors who usually produce new collections in one or two months. (Eg. Cotton On) Its media activities are seasonal. Does not engage with its members often. (Members receive magazine 6 months once) The clothes design and cutting are more towards the Western style. It is quite expensive for students expect during promotions.

7.3 Opportunity
Globalization has spurred greater simultaneity in fashion trends around the world. People are now aware of fashion trends and concern about their appearance. Establishing of store at Bukit Bintang which is the fashion dominated area of capital city, Kuala Lumpur. Innovations in information technology have increased the speed with which information travels throughout the world. (Eg: social media, youtube and etc). People are now concern about quality and brand when buying a product.

Padini Authentics

Page 39

7.4 Threats
Saturated fashion apparel market. Changes in cotton prices and increased minimum wage in China could affect the garment price. Increase in raw material price. The growing popularity of e-commerce business is convenient and can easily attract consumers, thus people will go to the stores less often. Some people do not prioritize appearance with fashionable clothing products.

Padini Authentics

Page 40

Chapter 8: Strategic Target Audience 8.1 Proposed Primary Target Audience

8.1.1 Demographics
Age : 18 22 years old Gender : Both male and female Education : High school and above. Occupation : University students Allowance (monthly) : RM 400 - RM 1000 Race & Ethnicity : All races Geographical Location: Urban area

8.1.2 Psychographics
Perception Casual, stylish, comfortable and good quality clothes with affordable price. Learning Recommendation by friends and siblings, promotions & events, digital and social media influence. Motivation & Needs Casual wear with nice design, fame, and desire of trendy and comfortable clothes that makes them looks good and attractive. Attitude & Personality Adventurous, fashion conscious, has own individuality, prefer to shop without spending too much of money, like to be the centre of attention, and loves spending time with friends. Lifestyle Carefree, modern, active, stylish

Padini Authentics

Page 41

8.2 Proposed Secondary Target Audience

8.2.1 Demographics
Age : 23 25 years old Gender : Both male and female Education : Undergraduate and above Occupation : Students Income Range : RM 1500 - RM 2500 Race & Ethnicity : All races Geographical Location: Urban

8.2.2 Psychographics
Perception Simple and comfortable yet stylish clothes with good quality at reasonable price. Learning Recommendation by friends and family, promotions & events, digital and social media. Motivation & Needs Casual wear that ensures high quality, desire to look good and mature, wants to look presentable to friends and family. Attitude & Personality Responsible, fashion conscious, wise, like to look good with style, gives importance to quality. Lifestyle Modern, Stylish, freedom

Padini Authentics

Page 42

Chapter 9: Research Development 9.1 Market Research 9.1.1 Padini Authentics in One Utama Shopping Centre

Padini Authentics

Page 43

9.1.2 Padini Authentics in Mid Valley Shopping Complex

Both the store has different kinds of product setting.

Padini Authentics

Page 44

9.2 Market Observation

The market observation for Padini Authentics was carried out on a weekday in One Utama outlet. This was done by observing the customers that came into the store and bought the products. Below is the result of the findings.

Date, Day & Time Monday, 16/7/2012 (9.00pm 9.30pm)

Walk in & Observe 18

Brought the Products 2

Among the 18 people, 10 of them were college students and 3 of them were working young adults. This shows that the majority of people who comes in the store are college students.

Padini Authentics

Page 45

9.3 Online Survey Survey Questions

1. What is your gender? 20 Males and 30 Females From total of 50 respondents, 30 of them are females and 20 of them are males. 2. What is your age group?

13-17 18-24 25-30 31-36

3 43 4 0

The majority of the respondents were young adults. This is because I wanted to survey my target audience.

3. Which ethnic group you belong to?

Malay Chinese Indian Other

11 15 24 0

22% 30% 48% 0%

Out of 50 respondents, 11 of them were Malay, 15 were Chinese and 24 of them were Indians.

Padini Authentics

Page 46

4. What is your education background?

High School Undergraduate Post Graduate

4 43 3

8% 86% 6%

The majority of the respondent that I surveyed was undergraduates.

5. What is your occupation?

Student Self employed Professional Others

45 0 5 0

90% 0% 10% 0%

Out of 50 respondents, 45 of them were students.

6. What is your income range or monthly allowance?

below RM 500 RM 500 - RM 1000 RM 1001 -RM 2500 RM 2500 & above

29 12 4 4

58% 24% 8% 8%

Padini Authentics

Page 47

7. Are you fashion conscious?

Yes No

41 9

82% 18%

82% of the respondent said they are fashion conscious.

8. How important is appearance to you? Please rate accordingly. 1 is being the least, 5 is being the most.

1 2 3 4 5

0 0 10 25 15

0% 0% 20% 50% 30%

Upon being asked to rate on their importance on appearance on the scale of 5, 50% of them rated 4, 30% rated 5 and 20% rated 3. This shows appearance is very important to young adults.

Padini Authentics

Page 48

9. How often do you spend on fashion products? Fashion products: clothes, footwear, bags, accessories and etc.

Every week Once a month Few times a month Rarely

4 18 13 15

8% 36% 26% 30%

The summary of the response shows that they spend almost every month for fashion products. This shows that young adults spend money for fashion products frequently.

10. What do you consider when buying fashion product? You can choose more than one answer.

Comfort Colour & design Material Price Quality Brand Trend

36 44 29 36 38 18 16

72% 88% 58% 72% 76% 36% 32%

Respondents were allowed to check more than one option in this question. The first priority given by the majority of the respondent when buying fashion product is to the colour and design (88%) , then followed by the quality (76%), price and comfort (72%), material (58%), brand (36%) and lastly is the trend (32%).

Padini Authentics

Page 49

11. What fashion styles that you confidence in most? You can choose more than one answer.

Simple Stylish Modest Feminine Casual Cool Elegant Sporty Street

38 31 10 10 39 14 17 10 14

76% 62% 20% 20% 78% 28% 34% 20% 28%

Respondents were allowed to check more than one option in this question. 78% chose casual style as the style that they are confident in, followed by simple style (76%), and stylish (62%). This shows that majority of young adults likes casual, simple and stylish kind of fashion style the most and the clothes that they were reflects these styles the most.

12. How do you describe Padini Authentics compare to its competitors ( F.O.S, Giordano, Tropicana Life)? You can choose more than one answer.
Affordable Good quality Comfortable Expensive Attractive No idea 13 27 19 10 10 11 26% 54% 38% 20% 20% 22%

Respondents were allowed to check more than one option in this question. Compared to the other brands, Padini Authentics were described as the good quality and comfortable brand by majority of them.
Padini Authentics Page 50

13. Have you heard of Padini Authentics before? Padini Authentics is one of the brands under Padini Holdings Berhad.

Yes No

44 6

88% 12%

It was found that 88% of the respondents are aware of the existence of Padini Authentics and 12% of them were unaware of the brand. This shows majority of young adults are aware of the brand existence.

14. Where did you heard about Padini Authentics?

Newspaper TV, Radio Friends/Family Websites/ Blog Social Media (FB, Twitter, Blogs) Magazines I have not heard about Padini Authentics

12 4 35 12 13 20 5

24% 8% 70% 24% 26% 40% 10%

70% of the respondents are aware of the brand through their friends and family. 40% of them through magazine and others through digital media and newspaper. This shows that Padini Authentics does its advertisimg mostly through magazines and digital medias.

Padini Authentics

Page 51

15. Are you aware that Padini Authentics and Padini sells different types of clothes?

Yes No

31 19

62% 38%

62% of the respondents are aware that Padini Authentics and Padini sell different types of clothes. However, a percentage of 38% of them are not aware of this. This percentage shows that even the person who knows the existence of the brand does not know the difference between both the brands.

16. Have you purchased any item from Padini Authentics before? If no, you can skip the next question.

Yes No

25 25

50% 50%

Padini Authentics

Page 52

17. If yes, what brings you to purchase Padini Authentics product? You can choose more than one answer.

Design of the clothes Quality Price Promotion Advertisement Trend Material

17 11 9 13 3 5 7

65% 42% 35% 50% 12% 19% 27%

Respondents were allowed to check more than one option in this question. The reason that drives majority of the respondent to shop in Padini Authentics was firstly because of the design of the clothes, and then followed by promotions, quality, price, material, trend and the advertisement.

18. Have you visited Padini Authentics independent store before?

Yes No

31 19

62% 38%

62% of them said yes and 38% of them said no.

Padini Authentics

Page 53

19. Do you think Padini Authentics should change its name so that it is different from Padini?

Yes No

24 26

48% 52%

52% of the respondent said no for changing name of Padini Authentics so that it will be different from Padini. However, as many as 48% said changing name is necessary for differentiating both the brands.

20. Since when you are aware of Padini Authentics?

Only just recently A few months ago When it was first introduced I never heard of Padini Authentics

7 19 17 7

14% 38% 34% 14%

Majority of the respondent are aware of the brand only few months ago although the brand was introduced on 1993. Only 34% of the respondents are aware of the brand from the beginning. Other 14% knew just recently. This shows that the brand is not really famous among the youths. The brand needs to reach out more to its target audience.

Padini Authentics

Page 54

21. Will you introduce Padini Authentics to your friend/family?

Yes Maybe No

13 35 2

26% 70% 4%

A number of 70% of the respondents said maybe for introducing Padini Authentics to their friend/family. This shows that many of them dont prefer to be loyal to the brand even those who have purchased and know about the brand. Besides, this also shows that Padini Authentics is not the first brand that comes into their mind when comes to clothes.

22. What can Padini Authentics improve to gain your attraction more?

Advertising Promotion Number of outlets Store atmosphere Pricing Branding More variety of designs Other

8 7 6 1 14 5 8 1

16% 14% 12% 2% 28% 10% 16% 2%

When the respondents were asked on how Padini Authentics can attract them more, majority of 28% said about the pricing, 16% of them said advertising and variety of designs, 14% said the promotion, 12% about number of outlets, 10% about branding and 2% store atmosphere. This shows that the price, advertising and variety of the design is the main problem of Padini Authentics.
Padini Authentics Page 55

9.4 Interview
On 2/7/12, 8.40pm I visited the Mid Valley outlet of Padini Authentics. Upon requesting for an interview with the manager, I got turned down by the staff and was asked to e-mail to Padini for information.

9.4.1 E-mail
First E-mail - On 9/7/12, 12.23pm I wrote an e-mail introducing myself and asking them for an interview. However, I was turned down once again due to their company policy of not revealing their company information to the public and also no interviews for students. I was asked to check out their website for more details.Below is the content of my e-mail and the response given by the company: The Person in Touch : Lisha Designation: CCR Assistant E-mail address: ccr@padini.com *The part being boxed is my questions.

Padini Authentics

Page 56

Padini Authentics

Page 57

Second E-mail On 17/7/12, 11.37pm I sent an e-mail to the company again pretending like a customer to find out their unique selling point. Therefore, I created a situation as though I am planning to buy an outfit for my boyfriend and requesting them to tell the specialty of Padini Authentics clothes. However, I did not get the answer I was looking for. Below is the e-mail that I sent using my friends e-mail address. The person who replied was the same person that I made conversation with earlier, Lisha.

Padini Authentics

Page 58

Third E-mail- On 27/7/12, 12.28pm I sent an e-mail to the company again pretending like a customer to find out the whether their members get discount so that I can state in my advertising strategy and also to find out about their advertising schedule by asking them when is the next sale for Padini Authentics. I got a reply for the membership detail however I did not get a reply about the details of the sale. Below is the e-mail that I sent using my friends e-mail address. However, this time I used my guy friends e-mail address to avoid being suspicious. The person who replied was the same person that I made conversation with earlier, Lisha.

Padini Authentics

Page 59

9.4.1 In-Person
On 16/7/12, 9.00pm I went to the One Utama outlet of Padini Authentics accompanied by friend to do my market observation. While I was there, I noticed that the sales assistant was quite free therefore I took the chance to ask her few indirect questions about the brand while pretending like a customer for the research. It was a brief conversation , more like a friendly talk than an interview. Among the questions that was during the conversation was: Question 1: How to apply for the membership card? Reply: You can pay RM 30 to become the member but now you cant so because sale is going on. Question 2: How does the membership card works? What do I get? Reply: You will get vouchers by collecting points each time you purchase. Voucher like RM 30 that you can bring here and use it. Question 3: Why are the clothes are so expensive? Reply: The clothes have good quality. Especially the jeans here have very good quality. Once it is washed the jeans will season nicely and comfortable to wear. Question 4: What special about the clothes here? Reply: The quality. I myself buy my clothes here and I love Padini Authentics.

Figure 9.4 Conversation with the sales assistance.

Padini Authentics

Page 60

Chapter 10: Precedent Studies 10.1 Advertising Strategy 10.1.1 Trend Book

Figure10.1 Padini Trend Book issued in March 2012 in various language.

Padini Authentics

Page 61

Figure 10.2 The content of the trend book 2012

10.1.2 Padini Membership Card (PMC Loyalty Programme)

Figure 10.3 Example of Padini Membership Card

Padini Authentics

Page 62

10.1.3 Padini Vouchers

Figure 10.4 Example of Padini Authentics promotion voucher (left) and rebate voucher for the members (right). *Members of Padini gets 5% point rebate of their total purchase.

10.1.4 Labelling

Figure 10.5 The price tag of Padini Authentics

Figure 10.6 Brand label of Padini Authentics can be found in every products of its brand.

Padini Authentics

Page 63

10.1.5 Mid Valley Fashion Week (Padini Authentics Fashion Show) Year 2012

Figure 10.7 Pictures taken during Padini Authentics fashion show that features its Spring/Summer collection for the year 2012.

Year 2011

Padini Authentics

Page 64

Figure 10.8 Pictures taken during Padini Authentics fashion show that features its Spring/Summer collection for the year 2011.

Padini Authentics

Page 65

10.1.6 Padini Authentics Spring/Summer 2011 Video

Figure 10.9 Thumbnails of Padini Authentics Spring/Summer 2011 video. It is a slow motion video that portrays the style of the collections.

Padini Authentics

Page 66

10.1.7 Padini Authentics Spring/Summer 2012 Backstage Video

Figure 10.10 Thumbnails of Padini Authentics Spring/Summer 2012 backstage video. Its behind the scene of the photoshoot of the brands new collection.

Padini Authentics

Page 67

10.1.8 Promotions Padini Authentics Promotion Posters

Figure 10.11 Promotion of Padini Authentics for the year 2012 found in the internet and facebook fan page.

Padini Authentics

Page 68

Padini Group Sale

Figure 10.12 Padini Sale for the year 2012 found in internet and its facebook fan page.

Padini Authentics

Page 69

Figure 10.13 Free items for the Opening Special of Brands Outlet in Paradigm/Setia Mall

Padini Authentics

Page 70

Figure 10.14 Padini Special Sale and warehouse clearance sale for the year 2011

Padini Authentics

Page 71

Figure 10.15 Padini Sale for the year 2009 & 2008

Figure 10.16 Special discounts for the members. (Padini Membership Card)

Padini Authentics

Page 72

Posters

Figure 10.17 Posters of Padini Authentics Spring/Summer 2012 Collection. This poster can be seen in the store and front of its website.

Media

Figure 10.18 Padinis official website has latest information about the brands activities and promotions.

Padini Authentics

Page 73

Figure 10.19 Padini engage with its customers through facebook fan page by providing informations about the latest promotions and up to date information about each brands current activity.

Figure 10.20 Padinis Twitter page updates about the promotions and latest collections of each brands and the locations of the promotions available.

Padini Authentics

Page 74

10.2 Precedent Studies Padini Authentics, One Utama Shopping Complex Outlet

Figure 10.21 The outlet in year 2012

Figure 10.21 The outlet in year 2011

Padini Authentics

Page 75

Competitors Advertising Strategy Giordano

Padini Authentics

Page 76

Tropicana Life

Padini Authentics

Page 77

Figure 10.22 Art competition poster

Padini Authentics

Page 78

Cotton On

Padini Authentics

Page 79

Padini Authentics

Page 80

F.O.S

Padini Authentics

Page 81

Padini Authentics

Page 82

Reject Shop

Padini Authentics

Page 83

Chapter 11: References

Padini Official Website

Padini (2012) Padini Official Website. [online] Available at: http://www.padini.com/ [Accessed: July]. Padini Facebook Page

Facebook.com (2012) Padini Holdings - Rsum | Facebook. [online] Available at: https://www.facebook.com/padiniholdingsbhd/info [Accessed: Jul 2012]. Padini Annual Report

Padini (2012) Padini Annual Report. [online] Available at: http://announcements.bursamalaysia.com/EDMS/subweb.nsf/LsvAllByID/1C732B6027077E1A 48257959002CBB50?OpenDocument [Accessed: Jun & July]. The Star Online

The Star Online(2012)The Pride of Padini [online] Available at: http://thestar.com.my/news/story.asp?file=/2011/12/17/business/10113907&sec. The Star Online (2012) Young and Hip [online] Available at: http://thestar.com.my/news/story.asp?sec=fashionweek&file=/2006/11/10/fashionweek/157 37082 [Accessed: July]. The Edge Malaysia

The Edge Malaysia (2012) Padini Prepares for Next Growth Phrase. [online] Available at: http://www.theedgemalaysia.com/in-the-financial-daily/190187-padini-prepares-for-nextgrowth-phase.html [Accessed: July 2012]. Padini Authentics Spring/Summer Backstage 2012 Video

Youtube. (2012) Padini Authentics Spring/Summer Backstage 2012. [video online] Available at: http://www.youtube.com/watch?v=18QeBL4VY2E [Accessed: 6/7/12].

Padini Authentics

Page 84

Padini Authentics Spring/Summer 2011 Video

Youtube. (2012) Padini Authentics Spring/Summer 2011. [video online] Available at: http://www.youtube.com/watch?v=eICyZWIUXD4 [Accessed: 6/7/12]. Tropicana Life Official Website

Tropicana Life (2012) Tropicana Life Official Website . [online] Available at: http://www.tlactive.com/ [Accessed: July 2012]. Tropicana Life Facebook Page

Facebook.com (2012) Tropicana Life Facebook Page[online] Available at: https://www.facebook.com/pages/Tropicana-Life/113561741992973 [Accessed: July 2012]. Giordano Official Website

Giordano (2012) Giordano Official Website [online] Available at: http://www.giordano.com.my/ [Accessed: July 2012]. Giordano Facebook Page

Facebook.com (2012) Giordano Facebook Page[online] Available at: https://www.facebook.com/giordanomalaysia [Accessed: July 2012]. Cotton On Official Website

Cottonon (2012)Cotton On Official Website [online] Available at: http://shop.cottonon.com/ [Accessed: July 2012]. Cotton On Facebook Page

Facebook.com (2012) Cotton On Facebook page. [online] Available at: https://www.facebook.com/cottonon [Accessed: July 2012]. F.O.S Facebook Page

Facebook.com (2012) F.O.S Facebook Page. [online] Available at: https://www.facebook.com/factoryoutletstore [Accessed: July 2012]. Reject Shop Facebook Page

Facebook.com (2012) Reject Shop Facebook Page.[online] Available at: https://www.facebook.com/pages/REJECT-SHOP/214233130677?v=info [Accessed: July].

Padini Authentics

Page 85

Apparel in Malaysia

euromonitor (2012) Apparel in Malaysia. [online] Available at: http://thestar.com.my/news/story.asp?sec=fashionweek&file=/2006/11/10/fashionweek/157 37082 [Accessed: July 2012]. Business Case Studies by Industry - Fashion

The Times 100 business case study (2012) [online] Available at: http://businesscasestudies.co.uk/case-studies/by-industry/fashion.html [Accessed: July]. Prospects for the Textile and Apparel Industry in Malaysia

Research and markets (2012) Prospects for the Textile and Apparel Industry in Malaysia. [online] Available at: http://www.researchandmarkets.com/reports/449242/prospects_for_the_textile_and_appare l_industry [Accessed: July]. Ample room for fashion industry's growth in Malaysia

Xinhuatnet (2012) Ample room for fashion industry's growth in Malaysia. [online] Available at: http://news.xinhuanet.com/english/2009-11/05/content_12393265.htm [Accessed: July 2012].

Padini Authentics

Page 86

Chapter 12: Appendices 12.1 Survey Questions

Padini Authentics

Page 87

Padini Authentics

Page 88

Padini Authentics

Page 89

Padini Authentics

Page 90

Padini Authentics

Page 91

Padini Authentics

Page 92

Padini Authentics

Page 93

Padini Authentics

Page 94