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INTRODUCTION:

Pakistani brands for Women’s are gaining worldwide fame, due tothe Pakistani fashions designer’s couture labels for Women’s. PakistaniWomen’s clothing of designers has its own elegance, this might be thereason that Pakistani Women’s fashion clothing is worth to consider.Pakistani Women’s brands have worked very hard to earn worldwiderepute.Any of the Pakistani Women’s branded outlets can compete with theinternational standards, because of the significance of the men’sfashion cloths of Pakistan and overall Pakistani Women’s fashionapparel.

Shahid Afridi, our very own Pakistani cricketer has recently launched abeautiful attire with the name Widyaan “The Fashion Valley” . Thecollection has its own uniqueness and is designed in a creative manner just according to the latest trends and fashion. Widyaan is a widecollection of sequenced, embroidered, plain and printed clothes. Allthe preferred fabrics including silk, chiffon, Georgette is being used.Widyaan is using the latest machines for embroideries and cut work toprovide you a perfect finish. Shahid afridi started his fashion carrier bymen’s kurtas, but later according to him most of his female fanssuggested him to start off something for the ladies as well. After seeinga glimpse of his collection, I suppose it is not a bad one. It is trendy,

fashionable and ethnic. The color combinations, the quality of thefabric and the designs are very well done. More over, the model whoshot for the collection was presented as a hijab lover. so the collectionis major presented for the muslim ladiesNow coming towards the designing, most of the dresses are stitchedinto Frocks, maxis and gowns with several panels. Just according to thetrend the days. Panels are attached either in the same color/ fabric oralternatively different. The dupattas are enhanced by adding borders,

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beads and hangings. The colors used in the entire collection arevibrant and beautiful. The embroidery is very fine and trendy withbeautiful patterns.

RETAIL MIX STRATEGY:

TARGET MARKET:

Following the success of  WIDYAN in Karachi, SHAHID AFRIDI  brings WIDYAN to

Lahore on the 29th of January 2011 as an exciting franchise with

 businesswoman Sowaba Shehzad .

Indeed WIDYAN has come a long way; from humble beginnings in Karachi, the outlet

is currently among Pakistan’s premier multi-designer stores’ retailing

fine clothing, accessories, hand bags and precious jewellery essentially catering to

the strong and independent woman of Pakistan. The current WIDYAN campaignincluding Pakistan’s most watched television anchors and personalities can be seen

 In magazines and supplements, Indeed it is reflective of the WIDYANphilosophy and ethos which is to make women not only look stunning

but also feel spectacular; making sure that the woman of substance isno doubt the woman of Labels.

 THE target Market of WIDYAN Include all Women’s and also the Youthwho shows their utmost interest in fashion industry. It also targets allthe Bridals and present them with the beautiful dresses for theirweddings to make them look more attractive.

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NATURE OF MERCHANDISE:

 

WIDYAN emerged, as pioneered casual western clothing in Pakistan.Since its inception, WIDYAN has always been a proactive store andhas thus evolved a number of times keeping in line with ongoinginternational fashion trends.

In Lahore, WIDYAN introduces a diversity of accessible fashion byAnisa Khan, Chamak by Sania MaskAtiya and Abida Dada, Flair byNaureen Fayyaz, Freeha Baqir, Jannat & Sadaf , Labels’eponymousline, Mina Hass Chaudhri, Somal Halepoto an,Nadya Mistry, NatashaDaultana,Naureen Arbab, SadiyaNadiya,Sanam and Aliya AghaNguyen.

Products From Jamawars to Pure Silk, from Chiffon to Georgette, wehave it all. You need not to look any further plain, sequins, cord embroidery andlaces of different embroidery are all available at Widyaan. Widyaan“The Fashion Valley” is a line of branded clothes by Shahid Afridi. Thisline consists of a range of unique designs made and cut up in the mostcreative manner, which is hard to find anywhere else.

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NATURE OF SERVICES OFFERED:

Widyaan Collection by Shahid Afridi: The collection named Widyaan The Fashion Valley Collection is huge in best styles of dresses whichwill attract women through out the country.The young girls can havethe collection of their choice for the trendy look they want to carry.

.The line will be available in 22 designs in pure silk, chiffon andgeorgette, with three color variations in every design. Apart from beingtradition, the designs will incorporate creative embellishments onthem.Vidyan, which has already launched in Dubai, now also exists in Lahoreand Karachi.

With WIDYAAN. Bringing to Pakistan her creative aesthetic, SowabaShehzad introduces her home accessories brand Souvenir. Located atthe first floor of WIDYAN in Lahore, Souvenir includes a versatile rangeof home décor pieces ranging from Candle Stands, Coffee Tables,Chairs, Consoles, Ottomans, Tea Boxes, Coasters, Mirrors, Frames andBook Ends in a combination mostly comprising of wood with ceramictextures, a mosaic aesthetic and hand painted surfaces.

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LONG TERM ADVANTAGE OVER COMPETITOR :

Afridi’s Fans are already found in every part of the country as acricketer but now the number of fans are increasing as the people areusing the unique, stunning and glamorous dress designs by hisWidyaan “The Fashion Valley”.

 The collection is the highly demanded on many occasions such as EID-UL-FITR.. Shahid Afridi’s Widyaan “The Fashion Valley” has once again,launched the unique collection which is hard to find anywhere else dueto its different look and most shining and eye-captured colors.

 The brand remained very successful to make the place in the world of fashion and it was liked by lots of women.

 The brand has already launched their “Latest Party Wears CollectionBy Widyaan 2011-2012 only a few days ago which was liked by all thewomen and young girls who wore the unique and glamorous dressdesigns by the Widyaan. So this will help the brand to gaincompetitive edge over other brands.

BUILDING STORE LOYALITY AMONGSTCUSTOMERS:

 ThE BRAND WIDYAN received a lot of appreciations all around thePakistan. They had firstly lauched Widyaan The Fashion ValleyCollection By Shahid Afridi on this Eid-ul-Fitar and there is no any needof introduction that who is Shahid Afridi.

 Widyan, which has already launched in Dubai, comes to Karachi Lastmonth and open its outlet in Lahore to treat feminine fashionaesthetics.

Although Shahid Afridi has already made his mark in the Pakistanifashion industry with his Men’s eastern wear line, but we hope his women’swear line will prove instrumental in his career as a fashion designer.

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RETAIL MIX:

 LOCATION:

FROM EXHIBUTION IN FORTRESS.

We know Shahid Afridi as a flamboyant leg-spinner, now we also get tosee him as cool fashion designer. His inherent aesthetic sense andpassion for culture encouraged the cricketer to join the fashionindustry, and inaugurate his flagship store in Karachi. His designs areall about vibrant colours with varying cuts, and the formals inparticular are embellished with stones on unique patterns.

Shahid recently introduced his brand in the Gulf at the JYK FashionHouse.

 The JYK Fashion House presents Shahid Afridi show will be on April 5,9pm.

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IN Lahore, the newly outlet is now available on m-amalam ROAD , andalso the process of another outlet is going on in FORTRESS, wherealready he has its outlet for men’s wear.

PRICING:Pricing tends to hold an very essential position for every brand,Widyaan outlet will be targeting the high income level group, Thepricing strategy when asked from different managers, they tend tohave a penetrating pricing policy at the initial stage, once the brand isbeing more established and liked by more people, and once the brandis able to have a clear picture in everyone’s mind, and able to capturea good market share, the pricing policy may move from penetratingtowards skimming in order to generate more revenues.

PROMOTION:

PROMOTION which always plays an important role in creating theawareness amongst people, and which help the people to decide whatto buy and where to spend. When ask with the employee of the Shahidafridi Widyaan brand, it was declared that they are planning to opentheir outlets in different sector of Pakistan, they also declared that theywill use the electronic media, magazines, in order to create awarenessamongst women and youth. Secondly as this fact is quite appearent

that Shahid afridi outlets for men’s wear is already very popular andhave a good brand image in the mind of consumers, so this willautomatically generate more demand in the mind of people and willpursue them to visit the outlet of new launch brand “ WIDYAN”

Apart for promoting the outlet, they have decided to set an appropriateprice at the initial stage to attract an many women towards theiroutlet.. different kinds of advertisements and pamphlets will be carriedout in order to create the awareness amongst women and youthsector, In order to promote the brand, discounted polices and differentschemes will take place, so women can get more attractiveness. So

there promotional tools will therefore be helping the Brand “WIDYAN”to grow rapidly.

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CUSTOMER SERVICE:

With 22 designs in this collection and three color variations in eachdesign, These designs cater to the market that demands fusion.” The

collection is priced from Rs8,500 and goes up to Rs12,800. Currently,Widyaan "The Fashion Valley" is a line of unstitched ensembles byShahid Afridi. Its a range of uniquely designed patterns with exclusivecuts and embriodery. WIDYAAN is an Arabic word, which means “TheValley”, highlighting the fresh and vibrant emblishment on the outfits,making the collection a shining aura of the fashion valley. Thecollection 2011 is ornamented with the most fancy and contemporaryembroidered laces, patterns and hues.