Padini Authentics Situation Analysis

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.

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 Mens Clothing Kids Bags Accessories

Clothing Clothing
Pricing Range 20 159 39 209 23 89 79-129 28 99

(RM)
Unit Per Sale Single Single Single Single Single

Type Watches Eyewear Footwear Caps Underwear
Pricing Range 69 89 59 26 49 23
(RM)
Unit Per Sale 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

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

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

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

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

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

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.

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.

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.

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.

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 Padini Authentics launch its new collections every six months with
(February & August) 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) Mid Year Sale
2012 (June) Brands Outlet Kids Lauching Promotion (FREE Penguin Coin Bank
with purchase of RM 110 & above )
2012 (9 20 May) Padini Group Fair at KL Sogo Shopping Mall.
2012 (May) Brands Outlet Opening promotion (FREE Tote Bag with purchase of
RM 110 )
2012 (February) Padini Authentics Spring/Summer Collection Backstage Video
2011 (30 Sept - 1 Oct) Padini Warehouse Clearance
2011 (30 April 2 May) Padini Concept Store Sale
2011 (March) Padini Authentics Spring/Summer Collection Concept Video
2011 & 2012 Midvalley Fashion Week Fashion Show
2010 (December) Vincci@Farenheit 88 Opening Party
2010 (October) SEED Fall Collection Launching Show

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.

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 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.

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.

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)
Managing Director Mr.Yong Pang Chaun (Founder)
Directors Ms. Yong Lai Wah (Executive Director)

Ms. Chong Chin Lin (Executive Director)
Mr. Chan Kwai Heng (Executive Director)
Mr. Cheong Chung Yet (Executive Director)
Mr. Foo Kee Fatt (Independent Non- Executive Director)
Ms. Yeap Tien Ching (Independent Non- Executive Director)
Company Secretaries Ms. Ho Mun Yee

Ms. Tam Fong Ying
Auditors Peter Chong & Co.

Chartered Accountants

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
Selangor - 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,
Pahang - East Coast Mall, First World Hotel
Perak - Kinta City Shopping Centre
Penang - Gurney Plaza, Queensbay Mall, AEON Seberang Prai City
Johor - City Square Shopping Centre, AEON Tebrau City Shopping Centre, AEON
Bukit Indah Shopping Centre

Malacca - AEON Bandaraya Melaka Shopping Centre, Dataran Pahlawan Melaka
Sabah - Suria Sabah Shopping Mall, Warisan Square, 1 Borneo Hypermall
Sarawak - The Spring Shopping Mall
Padini Authentic free standing stores:
Mid Valley Megamall Sungei Wang 1 Utama New Wing

Lot G082, Ground Floor Lot F061-064, First Floor One Utama Phase 2
Mid Valley Megamall, Mid Sungei Wang Plaza F331 One Utama Shopping Centre
Valley City 55100 Kuala Lumpur Lebuh Bandar Utama
58000 Kuala Lumpur Kuala Lumpur, Malaysia Selangor, Malaysia
Kuala Lumpur, Malaysia TEL : 03-2145 8640 TEL : 03 - 7727 5535/ 7722 3536
TEL : 03-2938 3068 FAX : 03 - 7727 5536
First World Hotel KL Sogo Shopping Mall

Lot F/L 2.2, Ground Floor 190 Jalan Tuanku Abdul
First World Hotel, Genting Rahman 50100 Kuala
Highlands Resort Lumpur, Federal Territory
69000 Genting Highlands, of Kuala Lumpur
Pahang, Malaysia TEL: 03-2698-2111
TEL : 03-6436 3052
Table 3.2 Free standing stores of Padini Authentics

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 Quality casual Vincci , Vincci+ - Luxury shoes and bags
Padini Office wear Vincci - Accessories
SEED Urban style Accessories - Budget store
PDI Preppy casual Brands Outlet
P&CO Eclectic & Edgy
Miki Trendy for kids
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, Polo Tees, T-shirts, Short pants, Canvas Bracelet,
T-shirts, Printed Long Sleeve Shirts, Long pants, Tote, Wallet, Key
Tops, Shirts, Tank Jeans, Long Pants, Shirts, T-shirts, Slingbag holder, Belt
Top, Cardigan, Shorts, Singlet, Blouse, Dress,
Skirts, Dress, Jackets, Hoodies Skirt, Polo
Jeans, Shorts, Long Tees, Jackets,
pants, Jackets,
Coats
Type Watches Eyewear Footwear Caps Underwear

Products Boxers

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).

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.
February - 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.

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.
March - 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.
30 April 2 May - Padini Concept Store Sale

This sale is for the selected concept store. It gives discount up to 50%.
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.

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.

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.

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

b) Secondary
4.1.3 Demographics
Age : 5 - 12 years old

Education : Primary Level
Allowance (monthly) : RM 50 RM 100
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.
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

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.

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.

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.

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 e-
commerce 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.

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

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 : 1997
Unique selling proposition : Sells gears, stylish, comfy and remarkable design active clothes
to fashionable and hippest accessories with qualities.
Products : 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.
Strength : Locally established.
Has online store for convenience of its consumers.
Very strong positioning statement.

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
Brand positioning statement : Focus on fast, accessible and affordable fashion for everyone.
Strength : 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.

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
Brand positioning statement : Stylish, good quality and affordable clothes.
Strength : Locally establishes, suitable products for middle class families

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
Brand positioning statement : Focuses on retailing global branded garments which are off-
season stocks, discontinued stocks together with Metrojaya's
own developed good quality merchandise at great value low
prices
Strength : Well known local brand.
Active in sales and promotions.

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.

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.

Chapter 8: Strategic Target Audience
8.1 Proposed Primary Target Audience

8.1.1 Demographics

Education : High school and above.
Occupation : University students
Allowance (monthly) : RM 400 - RM 1000
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.
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

8.2 Proposed Secondary Target Audience
8.2.1 Demographics

Education : Undergraduate and above
Income Range : RM 1500 - RM 2500
Geographical Location: Urban
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.
Responsible, fashion conscious, wise, like to look good with style, gives importance to
quality.
Lifestyle
Modern, Stylish, freedom

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

9.1.2 Padini Authentics in Mid Valley Shopping Complex
Both the store has different kinds of product setting.

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 Walk in & Observe Brought the Products
Monday, 16/7/2012 18 2
(9.00pm 9.30pm)
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.

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 3
18-24 43
25-30 4
31-36 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 11 22%
Chinese 15 30%
Indian 24 48%
Other 0 0%
Out of 50 respondents, 11 of them were Malay, 15 were Chinese and 24 of them were
Indians.

4. What is your education background?
High School 4 8%
Undergraduate 43 86%
Post Graduate 3 6%
The majority of the respondent that I surveyed was undergraduates.
5. What is your occupation?
Student 45 90%
Self employed 0 0%
Professional 5 10%
Others 0 0%
Out of 50 respondents, 45 of them were students.
6. What is your income range or monthly allowance?
below RM 500 29 58%

RM 500 - RM 1000 12 24%
RM 1001 -RM 2500 4 8%
RM 2500 & above 4 8%

7. Are you fashion conscious?
Yes 41 82%
No 9 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 0 0%
2 0 0%
3 10 20%
4 25 50%
5 15 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.

9. How often do you spend on fashion products?
Fashion products: clothes, footwear, bags, accessories and etc.
Every week 4 8%
Once a month 18 36%
Few times a month 13 26%
Rarely 15 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 36 72%
Colour & design 44 88%
Material 29 58%
Price 36 72%
Quality 38 76%
Brand 18 36%
Trend 16 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%).

11. What fashion styles that you confidence in most?
Simple 38 76%
Stylish 31 62%
Modest 10 20%
Feminine 10 20%
Casual 39 78%
Cool 14 28%
Elegant 17 34%
Sporty 10 20%
Street 14 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)?
Affordable 13 26%
Good quality 27 54%
Comfortable 19 38%
Expensive 10 20%
Attractive 10 20%
No idea 11 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.

13. Have you heard of Padini Authentics before?
Padini Authentics is one of the brands under Padini Holdings Berhad.
Yes 44 88%
No 6 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 12 24%
TV, Radio 4 8%
Friends/Family 35 70%
Websites/ Blog 12 24%
Social Media (FB, Twitter, Blogs) 13 26%
Magazines 20 40%
I have not heard about Padini Authentics 5 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.

15. Are you aware that Padini Authentics and Padini sells different types of clothes?
Yes 31 62%
No 19 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 25 50%
No 25 50%

17. If yes, what brings you to purchase Padini Authentics product?
Design of the clothes 17 65%

Quality 11 42%
Price 9 35%
Promotion 13 50%
Advertisement 3 12%
Trend 5 19%
Material 7 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 31 62%
No 19 38%
62% of them said yes and 38% of them said no.

19. Do you think Padini Authentics should change its name so that it is different from Padini?
Yes 24 48%
No 26 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 7 14%

A few months ago 19 38%
When it was first introduced 17 34%
I never heard of Padini Authentics 7 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.

21. Will you introduce Padini Authentics to your friend/family?
Yes 13 26%
Maybe 35 70%
No 2 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 8 16%
Promotion 7 14%
Number of outlets 6 12%
Store atmosphere 1 2%
Pricing 14 28%
Branding 5 10%
More variety of designs 8 16%
Other 1 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.
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.

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.

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.

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.
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.

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

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.

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

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

10.1.6 Padini Authentics Spring/Summer 2011 Video
Figure 10.11 Promotion of Padini Authentics for the year 2012 found in the internet and facebook
fan page.
Padini Group Sale

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

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

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

Figure 10.15 Padini Sale for the year 2009 & 2008
Figure 10.16 Special discounts for the members. (Padini Membership Card)

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.

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.

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

Competitors Advertising Strategy
Giordano

Tropicana Life

Figure 10.22 Art competition poster

Cotton On

F.O.S

Reject Shop

Chapter 11: References
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Padini (2012) Padini Official Website. [online] Available at: http://www.padini.com/ [Accessed:
July].
Padini Facebook Page
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https://www.facebook.com/padiniholdingsbhd/info [Accessed: Jul 2012].
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http://announcements.bursamalaysia.com/EDMS/subweb.nsf/LsvAllByID/1C732B6027077E1A
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The Star Online
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http://thestar.com.my/news/story.asp?file=/2011/12/17/business/10113907&sec.
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The Edge Malaysia
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Youtube. (2012) Padini Authentics Spring/Summer Backstage 2012. [video online] Available at:
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Padini Authentics Spring/Summer 2011 Video
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Tropicana Life Official Website
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Tropicana Life Facebook Page
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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:

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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
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https://www.facebook.com/pages/REJECT-SHOP/214233130677?v=info [Accessed: July].

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
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Ample room for fashion industry's growth in Malaysia
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http://news.xinhuanet.com/english/2009-11/05/content_12393265.htm [Accessed: July
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Chapter 12: Appendices
12.1 Survey Questions


Padini Authentics Situation Analysis

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Chapter 1: Project Overview

1.2 Problem Statement

3. The apparel market is very saturated.

4. Product of Padini Authentics is expensive for students.

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1. To improve the sales of Padini Authentics

2. To show a clear difference between Padini Authentics and Padini.

4. To ensure that its target audience is aware of the brand.

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2.1 Product Name

Figure 2.1 Padini Authentics Logo

2.2 Product Classification

2.3 Product Characteristics

2.3.1 Type and Pricing Range

Type Womens Mens Clothing Kids Bags Accessories

Pricing Range 20 159 39 209 23 89 79-129 28 99

Unit Per Sale Single Single Single Single Single

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Unit Per Sale Single Single Single Single Single

Figure 2.2 Padini Authentics shopping bag

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2.4.1 Mens Clothing

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2.4.2 Womens Clothing

Figure 2.4 Examples of Womens Clothing

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Figure 2.5 Examples of Kids Clothing

Figure 2.6 Examples of Bags

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Figure 2.7 Examples of Accessories

Figure 2.8 Examples of Watches

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Figure 2.9 Example of Shade

Figure 2.10 Examples of Flip Flops

Figure 2.11 Examples of Caps

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Figure 2.12 Examples of Boxers

2.5 Product Distribution

2.5.1 Direct and Indirect Distribution

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Graph 2.1 Product Life Cycle

2.7 The Brand

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2.9 Strength and Weakness

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Well received by Malaysians since its a Malaysian brand.

2.11 Unique Selling Proposition (USP)

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2012 (15 June 2 Sept) Mid Year Sale

2012 (9 20 May) Padini Group Fair at KL Sogo Shopping Mall.

2012 (February) Padini Authentics Spring/Summer Collection Backstage Video

2011 (30 Sept - 1 Oct) Padini Warehouse Clearance

2011 (30 April 2 May) Padini Concept Store Sale

2011 (March) Padini Authentics Spring/Summer Collection Concept Video

2011 & 2012 Midvalley Fashion Week Fashion Show

2010 (December) Vincci@Farenheit 88 Opening Party

2010 (October) SEED Fall Collection Launching Show

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Other than the above stated promotions, Padini also has:

Warehouse Sale for all of its products.

2.13 Positioning Statement

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3.1 Company Overview