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IN THE NAME OF ALLAH THE MOST BENEFICIENT AND THE MOST MERCIFUL.
ENTREPRENEURSHIP
FINAL PROJECT REPORT
SUBMITTED BY:
MR.AMIR ADNAN
ACKNOWLEDGEMENT
This project is one of the most challenging projects that we undertook and we would like to take this opportunity to thank all the people who contributed to the successful completion of this project. I would like to express our sincere gratitude to Mr.JAVED ZAFAR, our supervisor, who served as a mentor for us throughout the research. We would like to thank him especially for his patience and time, for his constant encouragement, advice and guidance during the entire period of our project. His support was indispensable in completing this project. It was truly a great learning experience working with him. We are extremely grateful to our parents for their constant support and loving encouragement, and for always believing in us. Above all, we would like to thank ALLAH The Almighty for rendering all his blessings on us.
DEDICATION
We dedicate all our sincere efforts and hard work to our parents and teachers and all those people who have supported us in hard times of academic and social life. Teachers guidance made us capable to do this project and so is this project specially dedicated to our teachers, with love and respect
Group Members
TABLE OF CONTENT
INTRODUCTION-------------------------------------------------------------------------------07 BIOGRAPHY-------------------------------------------------------------------------------------08 SOURCE OF IDEA-----------------------------------------------------------------------------09 TYPE OF INNOVATION----------------------------------------------------------------------09 BUSINESS PLAN--------------------------------------------------------------------------------11 TARGET MARKET-----------------------------------------------------------------------------11 MARKETING STRATEGY--------------------------------------------------------------------11 AMIR ADNAN AS AN INTERNATIONAL ENTREPRENEUR-----------------------13 SWOT ANALYSIS-------------------------------------------------------------------------------14 LEARNING & CONCLUSION---------------------------------------------------------------15
INTRODUCTION
The concept of entrepreneurship is age old and has witnessed evolution through the past centuries. An Entrepreneur is not supposed to be superman but, he needs to be gifted with some basic Qualities one of such qualities is the quality of creating something new and being inspired. We usually got to see such kind of qualities in artists, because artist truly shows creativity in their creations. They always look forward to create something new with value. Mr. Amir Adnan is one of such kind of artist. He brought a very sophisticated change to the mens fashion and proved the quote Fashion is not about glitz and Glam as false and reintroduced the Sherwani style to the industry of PAKISTAN. He went to Italy and learned a sense of fashion there. In 1992 he designed his first range of italic jeans, conventional denims block printed with a hint of ethnicity, and launched them in America. The association of two apparently mixed cultures set the international market on fire, giving Adnan his indication to venture up the same path in the Pakistani fashion industry. In the same years he brought new dressmaking ties that revolutionized the necktie style in Pakistan. Amir Adnan is a Business Graduate from Institute of Business
Administration (IBA), one of the prestigious Business Schools in Karachi, Pakistan and is a proud recipient of the Pride of Performance Award bestowed by the Government of Pakistan. Amir Adnan currently houses its flagship store in Karachi, with complimenting domestic stores in Lahore, Multan, Faisalabad, Islamabad, Gujranwala and Hyderabad.
International outlets include Dubai. In India the brand was recently launched and the stock is currently selling at a Fashion house by the name of Fuel. Fashion awareness is setting in and though mass consumer in Pakistan may not be as trendy or fashion savvy as that in America and Europe but the learning process has begun. He also remained the CEO of Pakistan Fashion Council. His Brand is considered the top designer enterprise in Pakistan. Amir Adnan is ranked among the Big and top names in the list of Pakistani fashion designers. He is the second fashion designer of Pakistan who was given the Pride and Performance award by the Government of Pakistan. From classical to modern ties to turbans and from designing couture for Pakistan's Ex. President Pervez Musharraf to India's PM Vajpayee, Amir Adnan aims at softening boundaries, playing up to the synergy that exists between cultures and generations.
BIOGRAPHY
Amir Adnan is ranked among the top names in the List of Pakistani Fashion Designers. He is a popular Pakistani fashion label for men and women. Amir Adnan is an IBA Graduate and is a proud recipient of the Pride of Performance Award bestowed by the Government of Pakistan. Currently, Amir Adnan is the largest enterprise of designer clothing in Pakistan, and provides to an upper-class client. His mission was to revive the Sherwani, the traditional long coat, which was buried with the lords and maharajas of former times. The modern day man had adopted the western three piece suit as the only acceptable vision of grooms wear and Amir Adnan had guaranteed to change that. He realized that it was our local abilities and culture and by this realization he assured himself that one day I would put our these abilities on international map of fashion.. 1990 saw the evolution of men's fashion in Pakistan when Amir Adnan, a business graduate by profession from Institute of Business Administration, Karachi, stepped out to realize his own individual style, at the same time translating it to the demands of a frustrated market. The need for a simple necktie took him to Italy where he trained and returned with an ingenious approach to reconstructing this basic accessory. Suddenly ties were no longer boring or stereotyped in Pakistani fashion; the image metamorph sizing from the severity of formalwear to the emancipation of the modern day man. The new image of the tie spoke for a new era of menswear in Pakistan. Packed with insatiable desire to design, Amir Adnan the Pakistani fashion designer was charged with energy to revolutionize mind sets and stimulate the senses of the modern eastern man. In 1992 he designed his first range of italic jeans, conventional jeans block printed with a hint of ethnicity and launched them in America. The combination of two apparently mixed cultures set the international market on fire, giving Amir Adnan his cue to venture up the same path. This path, relatively unknown at that time, had taken him from strength to strength to the international fame which he has achieved today. Amir Adnan began researching the different dimensions of his newly found passion and in 1994, at a close friend's wedding, realized that fashion to him would not be about modernizing culture but more about making one's identity universally acceptable. His mission was to revive the Sherwani, the traditional long coat, which was buried with the lords and maharajas of yesteryear. The modern day man had adopted the western three COMSATS Institute of Information Technology Islamabad 8
Entrepreneurship Final Project piece suit as the only acceptable vision of grooms wear and Amir Adnan had vowed to change that. He had the vision to see that it was our indigenous craft and attire which would help us make it to the international map of fashion. Today, almost a decade later, Amir Adnan's design philosophy has evolved clearly, marking itself permanently on the map. He is the largest enterprise of designer clothing in Pakistan, creating retail and manufacturing structure that can rival an international competitor. His new Brand FNK Asia has created new boundaries in innovation and style in Pakistan fashion; he had shown how a simple kurti can be made extraordinary by careful application of embroidery.
TYPE OF INNOVATION
ORDINARY INNOVATION: Ordinary innovation complies with minor changes minor innovations like changing of color schemes, or a tuck here or a tuck there. This is what fashion is all about and Amir Adnan was not only aware of it, but also brought it into practice. He changed the total face of the fashion industry when suddenly he went from western to COMSATS Institute of Information Technology Islamabad 9
Entrepreneurship Final Project traditional. This was a huge blast in the industry, and took Pakistan's fashion face by storm. Huge but minor change, concept was still clothing, but from western to traditional a sensational innovation.
Entrepreneurship Final Project concept of creating a line totally for the youth into his already captured market.
BUSINESS PLAN:
Mens line Bridal FnkAsia Jewelry line High magazine
TARGET MARKET:
Target market for Amir Adnan was the culture loving people. It is well said that blood connects you to your roots, Amir Adnan used the main essence of these roots in his designs and thats all he needed to do. People felt drawn back to their long lost heritage, he saw an opportunity and took hold of it. His main targets were men as he designed for men at the beginning. With Fnkasia he grabbed a total different kind of market. This time he targeted young people in particular young women and teenage girls with variety of extraordinary designs and vivid color combinations.
Entrepreneurship Final Project to feel the unique ambience and standards of Amir Adnan Adnan. They have positioned themselves as trendsetters as far as men's wear is concerned. Presentation: Amir Adnan considers presentation to be extremely important and displays its merchandise in adequate luxury by the help of racks and mannequins. They pay special attention to the overall look of the store, which also helps them to present their products in a much more fashionable way Direct Marketing: Database of buyers Discounts to loyal customers Objectives that Amir Adnan followed were, "To be a global leader by providing maximum satisfaction through our products and services".
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SWOT ANALYSIS:
STRENGTHS: Cheap Labor Unique Craftsmanship Innovation Management Value Chain Management Online Retailing Indefinite hierarchy- quick decision making
THREATS: Contractors of workers have little loyalty Duplicate design at cheap rates Cost of technology Investment due to low awareness of product
ACTION PLAN: Strength: Maintain the core competencies (Unique design and stitching, Innovation and Quality) Weakness: Implement project planning system and introduce performance based incentives Opportunities: Diffuse into market through better market analysis and strategies. It can be done by local partnership. Threats: Include contractors in performance based incentives programs and motivate them through non-monetary benefits. Duplication cannot be stopped so COMSATS Institute of Information Technology Islamabad 13
Entrepreneurship Final Project better work on high quality product and services to enhance customer satisfaction factors.
ENTREPRENEURIAL (FRANCHISING):
ENTRY
INTO
INTERNATIONAL
BUSINESS
Amir Adnan expanded his business like any business mastermind would do. He did not rely only on third parties to bring his stuff to the market, but he started franchising across UK, and UAE. Amir Adnan also has full-fledged fashion stores in America and Dubai and is planning the same for Bangladesh and India in the near future.
MARKET POTENTIAL:
With FNK Asia Amir Adnan saw huge potential in Pakistan as theres no such brand in Pakistan that is particularly targeting the youth of Pakistan. Amir Adnan saw an opportunity and grabbed it and so far FNK Asia is a huge success. The designs and colors are results of COMSATS Institute of Information Technology Islamabad 14
Entrepreneurship Final Project inspirations both husband and wife gathers from nature and elements. Huma believes that when a girl decides to buy FNK Asia design she should be able to do so with eyes closed, without having to worry about quality of the fabric, because its the best. Even the price range is affordable starting 950 apiece. There was an opportunity, he took it and he is sticking to it for as long as he can. So far Aamir Adnan is the only Pakistani designer who has made a brand like this and had success with it not only nationally but also internationally capturing the market of US, UK and Dubai.
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