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E-C OMMERCE W EBSITE

D ESIGN /S TRATEGY
[www.zgspirit.com]
EXECUTIVE SUMMARY

ZeitGeist which is to be located in Pakistan with 6 retail outlets, is a new business. A


premium brand of Men and women formal and smart casual wear with 20 years history of
brining class and quality to the initiated. We brought new concepts fibers, fabrics and
products to Pakistans ready to wear market. To experience us is like experiencing the
amazing chimera of quality, style and luxury.

We offer a great selection of off the rack suits with quality fits and fabrics in various
designs, colors and sizes for both men and women. We have a range of product category
that is hard to come by under one roof in Pakistan All of the products are manufactured
inhouse. The company plans to have new venture in line for the future, for this purpose
the company is planning to expand its retail operations to other cities of Pakistan, in the
near future the company may have franchising to expand its retail network along with the
flagship stores.
Currently selling through brick and mortar and though handful of locations, the company
did well in last year with the collection. Plans for expansion include setting up a complete
E-commerce system in place for the brand. distribution and manufacturing relationships
within the country, with E-commerce system in Place company can target customers
internationally.

The purpose of this business plan is to develop a blueprint of the company's vision and
strategy and then use this plan to as a guide to develop and grow the business. This
business plan will also be used to align the various elements of the company to create a
coherent system of sustainable customer satisfaction and profitability.
In this industry trends are in our favor. There is penchant towards wearing formal wear.

Business Objectives

The primary objectives of the business plan are below:

To create an E-Store whose goal is to create new sales channels and augment
brands recognition in the mind of consumers.
To develop a sustainable unit that sells formal apparel and customized
clothing products to meet the needs of the target market.

Mission Statement

Our mission is to design, make and sell high quality smart casual and formal wear
apparel ZeitGeist will offer an exceptional level of customer service and personalized
fashion recommendations tailored to the individual customer. We exist to attract and
maintain customers through our unique combination of designs, quality, and customer
service and fashion guides.

Guiding Principles
1. Passion - We will always have, and show, our passion for clothing as a
component of lifestyle focusing on the fact which best fits the person, their
clothes, personality and occasion.

2. Fairness Be fair to all; offer exceptional service and products, respect and
accommodate customers wants and needs, and be fair in all business practices
both internal and external.

Introduction:
Project Introduction
In line with our Physical retailing philosophy, we aim to create Digital assets that deliver
premium customer experience.
1. E-Store- Layout, user experience and content inspired by (www.suitsupply.com)
2. Social Media Assets (Facebook, Instagram) e.g.
Branding Posts
Style Guide Posts using information from fashion guides e.g.
(https://www.zegna.gr/gr-en/editorial.html ,
http://www.realmenrealstyle.com/)
Divert Traffic to Stores, Digital and Physical

Project Requirements
1. E-Store (Development and Management)
2. Social Media assets (Development and Management)

PRODUCTS
We would have range of products categories from men and women formal wear to smart
and causal wear, our products would have quality of any international brand. These
products would have the feeling of expert craftsmanship.
Product Line:
Competitive Comparison

Competitors What do we like about them

Baumler, M&S, High quality Products (Available at Enem Store )


ZARA Premium Positioning
Premium International Brands.
Armani, Polo
Rauplh Lauren
(Pakistan)

Next Consumer associate them with quality


International Brand

Brand Image that they have in the mind of consumers, which is of a


designer tag, but they have very good presence on social media
Republic by
Omer Farooq

Polo Rauplh We are inspired by Polo Rauplh Lauren, we like their posts on social
Lauren media which direct traffic to their Brick and Mortar.
(International)

Suitsupply We would like to have a look of an international brand, for that we


aspire Suitsupply, their graphics are crisp, eye candies.

Industry Analysis
The world of e-commerce has recently emerged and progressed at an astonishing speed
in Pakistan with many new and existing organisations, businesses, and customers.

The e-commerce industry is booming throughout the region, with Indias leading e-
commerce website, Flipkart, raising a record US$1 billion in investment and Alibabas
Chinas e-commerce giant market capitalisation estimated to be over US$250
billion.

Pakistan, although a late entrant to the world of e-commerce, has recently recorded a
massive rise in online shopping trends and other e-commerce businesses. Such
exponential growth trends over the past few years with US$30 million being
spent on online purchases currently depict a highly positive picture for the
future and the size of Pakistans e-commerce market is expected to reach over
US$ 1 Billion by 2019.

One of the most important factors in the equation is the rate of internet penetration in
Pakistan. Pakistans internet enabled population is limited to around 30 million users
today. This, however, is expected to rise up to 56 million users by 2019.

Strategy Development
Business Description

We shall use the Business to Consumer (B2C) business model to sell our products
through online. In order to achieve customer loyalty and reduce the customer dropout, we
have to make sure that each individual customer has an excellent shopping experience.
Since we are focusing on long term business, we anticipate to low profits in the coming
years.
Apparel business is one of the rapidly expanding industry segments in these years. It
expanded rapidly during the boom of the internet age. By 2019 Pakistans Ecommerce
retail would be around 1 Billion $, we dont want to miss the opportunity to develop a
brand that could make an impact. The main reason of E-commerce is the ability of
customers to get the product information and pricing without stepping out. They are used
to compare the products and buy them at stores which offer more savings. According to a
survey conducted by one of the marketing firm, young adults are the most frequent
buyers when it comes to apparels.

The Company: Competitive Advantage and Challenge

Our value proposition focuses on delivering an experience of quality and luxury. This
experience is an amalgamation of the following key areas:
The products we offer are hard to come by under one roof in Pakistan. We are inspired by
the following International Brands:
Ralph Lauren, Suit Supply, Burrbery, Zegna, Armani, Brooks Brothers, Pal Zileri, Canali,
Paul Smith.
Competitive Advantages:
We believe we can achieve the competitive advantage over the others because:
Our website would be developed keeping in mind the customer confidence
building, and easy to change graphics to raise the instructiveness of the site.
We can send a small piece of designed cloth sample to our customer; this will give
them a feel of the actual cloth, as this is not done by any others in the industry. So,
ZeitGeist will provide look and feel of the cloths to the customers before actually
buying. This would be done only for the customized click and wears e.g. Suits
The E-store would have a feeling of an international brand as our refrence site has
obviously done some research before putting cash into their business. Same goes
for us, weve been on tenterhooks working on the model to follow and carefully
analyzing the current trends and avoid the errors made by most of the E-stores.
We will formulate a strategy that accounts for an excellent customer service team
to provide support 24X7.
We will provide wide ranges of products with unique designs that are not
available in Pakistani market.
We anticipate implementing analytics for our E-store that will help us retain and
attract new customers. We try to be in contact with our customers by sending
them all promotional offers of products that they bought previously.
Challenges:
As an E-business company our main challenges would be to differentiate
ourselves away from the-pack in the industry.
Establishing a value chain model that will be effective to critically examine
how to perform value adding activities at each stage and how our business
processes might be improved
Making our Information system to be used to improve relationships with
customers or backend Support.
Product Assortments would be a challenge, because of our prices, we have
very high end target market in Pakistan, it would be a challenge what to put on
our e-portal
Web based business industry results in increased competitions, raises
bargaining powers of customers & suppliers; fear of Profits being dampened.
Getting our Knowledge Management System to manage processes for
capturing and applying knowledge and expertise effectively is one of the
challenges that we might have to face
Business Application design/ Website Design:
We have made a BRD which describes the Design for the E-store.