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Course Name: Visual Merchandizing

Course Code: BUS413

Topic Name: Develop my own clothing brand and roll it out locally

Submitted To Submitted By

Name : Ashraful Islam (Titu) Name: Sufia Akter Rume

Chairman of Fashion Design ID No: BFT01105119


and Technology Batch: 12(A)
Port City International Date: 21/09/2020
University
Acknowledgement: In preparation of my assignment, I had to take the help and
guidance of some respected persons, who deserve my deepest gratitude. As the
completion of this assignment gave me much pleasure, I would like to show my
gratitude Mr. Ashraful Islam Titu, Course Instructor(Chairman of Fashion Design And
Technology), on Port City University for giving me a good guidelines for assignment
throughout numerous consultations. I would also like to expand my gratitude to all
those who have directly and indirectly guided me in writing this assignment. In addition,
a thank you to my all respected people who introduced me to the Methodology of work,
and creates passion for the underlying structures of this assignment. At the end, many
people, especially my classmates have made valuable comment suggestions on my
paper which gave me an inspiration to improve the quality of the assignment.

Contents:
Executive Summary
Introduction
Objectives
Brand Nmae
Meaning of Brand
Logo and Slogan
Our Mission
Our Vision
Prime Goal
Trade License
Registration of Brand
Business Rollout plan under brand name
Business work plan for local market
Swot Analysis
Marketing Strategies
4p Strategy
Creating a long term customer satisfaction
Conclusion
Executive Summary: This section covers the elevator pitch for your unique idea as
well as a one sentence mission statement. Summarising my brand and explain what
differentiates it. Also, quickly outline my target market, target revenue goals and
timeframe. The executive summary will fucus last after all the numbers of ideas and plan
which related with business to run. “Rowshan”s Fashion House “ is established to
intrigue our clients with our fashion pieces while also identifying with the uniqueness in
each of our clients. My aim is to become a worldwide brand name in the 2023 here in
Chattogram, Bangladesh. I therefore are in business in order to generate revenue, make
profit whilst also favorably competing with other leading brands in the fashion design
industry. Our location in Chattogram, Bangladesh is a very strategic one as we are
located in the hub of the fashion industry and with the right strategies and plans that we
have in place, we are sure of meeting, achieving and exceeding our desired goals and
intentions. My publicity strategies are top notch as I have hired the services of a brand
consultant to help us draft the strategies that will make us stand out from similar fashion
design businesses in the industry. My intention of achieving this vision is in going the
extra mile to hire the right management team that understands our core vision and
principles as a business and willing to ensure that these values are clearly communicated
and implemented by the non-management staff in the organization. I intend to build a
solid business structure by ensuring that we hire professional and competent employees
that understand the business and industry thoroughly and also committed to seeing that I
will achieve my intended goal through increased productivity. Seeing as technology has
come to stay, I will be deploying the right technology that will help us become efficient
in producing the right designs, while also getting the right and recent equipment are
procured for use in increasing productivity.

Introduction: A business plan with a solid brand name is used as a base for future
action of the business venture. Researchers business or brand name as a document that
provides entrepreneur’s road map for successful enterprise. The person who takes risk for
establishing new venture or who has the capability of taking moderate risk is an
entrepreneur. My vision is to provide the best quality services in reasonable price under
friendly environment with the consumers. My main business policy is to satisfy
customers. My Slogan is “Clothes that will talk on your behalf.” Now a days, people
very much conscious about their fashion. A person with good fashion sense will give you
a proper idea about his/her choice. People are interested to look himself/herself with
proper style in front of mirror. Considering this point of view, I are going to establish the
brand name for my future business. Today increasing demand of exclusive fashion idea
expands into the market to fulfill the customers demand. My target customers are the
people, specially studying in Collages and Universities or aged from 18 to 45 years,
because they can feel the importance of building for good collaboration and my selected
brand name is “Rowshan's Fashion House”
Objectives: Rowshan”s Fashion House is a business that hopes to be a contending
leader in the fashion industry by 2023 by offering unique quality designs to its customers
here in Chottagram as well as all around the Bangladesh. I intend to offer only the best to
target market by conducting a research to know what are my existing and intending
clients wants and ensure that not only meet but surpass their expectation. I intend to
ensure that I hire professionals and competent employees who do not only understand the
industry but are also committed to our organizational cores and values and are committed
to ensuring that I reach my desired goals and objectives. I will also pay our employees
very well as we would ensure that their welfare packages are the best that can be gotten
amongst similar fashion design businesses both here in my city as well as all over the
Bangladesh. Lastly, I intend to offer the best customer care for my various customers and
ensure that all my customer care executives have updated knowledge about industry
trends so as to use this knowledge to better serve and ensure that my customers get what
they want.

Brand Name: For fashion startups with resource constraints, a solid plan with good
brand name (Rowshan’s Fashion House) helps crystallise what, how and to whom I am
selling; establishes what makes my business unique; identifying my competitors; and
most importantly, shows that I can make money with quality product to achieve perfect
good will.

Meaning of Brand Name: When choosing my brand name, think about the words that
we are using in everyday life. People can pick out my new brand name name with ease.
On this reason I points out and focused on the words that we are associating with specific
sensory experiences and I select the name : “Rowshan”s Fashion House” . Now I am
telling my story to select the name towards my business. First thing first, my mothers
name is Rowshan Ana Begum. So, I have choosed this name to run my business. This
name has a emotional attachment to me and as well as my products. I believe it will give
me a proper courage on present and also in future . I closely feel from the bottom of heart
that it’s a lucky name for me and its quite easy to call as a brand name.

Logo and Slogan: When I build up a powerful marketing phrase it gives a precise
picture of what my business is about and the motto turns into an essential piece of my
fashion house. That’s why I choosed the logo with a attractive slogan. The role of a good
slogan is to point towards the benefits of a product. Slogans are supposed to highlight
your brand image and be memorable. My slogan is “Clothes that will talk on your
behalf”

Our Mission: To innovate, to lead, to enhance, to provide best-value products and


services to global customers. To make a difference through our branding to stay ahead of
fashion trends, market changes and the latest technology. To enhance the quality of life
for our business partners, customers and employees.

Our Vision: We strive to be a global leader in fashion-knit and fashion outerwear by


empowering innovation and design to provide total customer satisfaction. We strive to be
a caring and well-managed organization for our business partners ,customers and
employees, and a responsible corporate citizen to our society.

Prime Goal: The pursuit of our entrepreneurial goals is usually met with resistance on
many fronts.  Some of the obstacles are fundamental, including: Acquiring enough
experience; enough education; enough training; and enough capital. Then there are the
mind-game challenges that are laid on us by others:  "That's not how it's done." "That
won't work." "No one's ever done that before." Or, "I can do that?" Sadly, sometimes we
even tie these millstones around our own necks. When I feel like my dream is being
swept away by strong current in a river of obstacles, here's my little motivational
thought:  Swimming upstream can be tough, but remember, even a dead fish can float
downstream. Prime goal from my mind to run business in below:

 Profit Earning: Every entrepreneur undertakes business activities primarily to


earn profits. No business can survive for long without earning sufficient profits. A
business needs profits not only for its existence but also for expansion and
diversification.
 Survival: Every business aims to ensure that it continues to survive and exist in
the future. Survival is possible only when organisation is able to earn enough
revenue to cover its costs.
 Growth: A business needs to add to its prospects in the long run. For this, the
business must grow and expand to survive in the long rim.
 Creation of Customers: Creation of customers or demand is essential in order
to earn profits. Customers are the focus of all business activities. A business
enterprise can exist and grow only when it is able to capture a big market.
 Innovation: Innovation refers to introduction of new ideas or new methods of
production. Innovation plays a crucial role in increasing the competitive strength
and improving the image of business in the mind of customers.

Trade License: One of the important steps of starting business in Bangladesh is


acquiring a trade license. A businessman must obtain a business license from the
respective business area’s City Corporation or City Council. Below is an overview of the
process of obtaining a trade license for companies operating within the zone of Dhaka
City Corporation. Many local authorities have similar rules.
Collect prescribed Application Form from the City Corporation/ Municipal Corporation/
Union Parishad’s Office.
Submit completed Application Form with supporting documents to the concerned
section.
Inspection by the Licensing Supervisor.
Required fees to deposit at the concerned office.
Obtain Trade License form the City Corporation/ Municipal Corporation/ Union Parishad
office. The trade license filled-in application form must be accompanied by the required
documents for brand name.

 Application Form
 National ID Card of the Entrepreneur
 Holding Tax Payment receipt
 Recent Passport Size Picture of the Entrepreneur
 Declaration  of  non –Judicial stamp to abide by the rules & regulation of City
Corporation & Municipal Corporation
 A certified copy of the memorandum and articles of association
 A copy of the certificate of incorporation
 Agreement of Partnership
 Tax Identification Number certificate
 A copy of the lease agreement of the registered office
 Work Permit from Bangladesh Investment Development Authority
 Statement of Bank Solvency.

Registration of Brand: When I have a new brand, product, or even an existing


business such as “Rowshans Fashion House” which is the utmost importance that I have
to learn how to protect it. It’s not something you can afford to leave to chance or the
unknown. I will be taking a close look at what some companies have done in the past that
can serve as examples of best practices as well as what might be better to avoid. By the
end of this post I need to be properly equipped with ways to not only keep my brand from
harm but also with ways that I can continue to strengthen it once all the paperwork is
complete as the journey doesn’t end just because fees are paid and documents are signed.
Even if I have an organization that reaches across the globe, I have laid out the key
details which need and when learning how to register a trademark both locally and
internationally.

Business roll out plan under brand name:


 Strategic positioning: The first step in a successful brand/product launch
program is a strategic positioning exercise, including the early adopter target
market simulation. Correct positioning is as critical as aiming your guns in the
right direction at the start of an assault. Start by defining the ‘category’ that your
product/service exists within and then map it to its key product benefits, the core
value proposition and competitor bench marking right down to core messages and
launch strategies, plans and objectives at least for the first 12-24 months. Keep
asking: 'who exactly is my customer and why exactly should they buy from me?'
 Brand development: In this world of intangibles and endless competition,
branding is everything. Your name, logo and URL need to stand out from the
crowd and really mean something. You should run a quality yet rapid program for
developing the best fit brand name, iconography and/or logo – and start with
URLs that are available. Get creative. Don’t put it off. You’ll only regret it later.
Strap lines need to be created as well where necessary. If you already have the
right name and URLs then give it the right look and feel create an arresting logo
that lures employees, customers and partners from day one.
 Blog Strategy: The blog is my marketing front foot make sure it strikes out for
me. Blog sites should be set up properly, designed professionally and managed
tightly. Editorial strategies need to be developed, writers appointed, guest
programs implemented and content carefully planned and produced.
 Online Advertising: Now that I know a great deal more about your brand,
product/service, market, prospects, users, clients and partners post launch, I will be
in a better position to develop effective advertising program. A Google AdWords
program is the best place to start as it is cost effective, flexible, results oriented
and highly scalable. Following this Yahoo/Bing, Facebook ads and banner
campaigns can be considered and developed.
 Crowdsourcing campaigns: Crowdsourced campaigns have become another
key arrow in the local marketing quiver. Large brands are tapping into the power
of the Crowd for contest based campaign ideas as well as viral content
development and marketing. Crowdsourcing can also be used for cost effective
business development, market research, opinion gathering, customer service
support and more.

Business work plan for local market:

Duration Product Product Target Geographical Producti Product


Types Price Customer Location on Per Promotions
Year

1st Year Kurti 300 to 5-20 ages Chottagram 20000pc Facebook,


500 tk City s
Tops Outlet

Lehenga

Western
dress

2nd Year Kurti 1400 to 12-30 Dhaka City 600pcs Facebook,


1600 tk ages
Traditio female Outlet
nal
dress

Saree

Koti

Western
dress

Swot Analysis: If my brand isn’t successfully communicating who your business is,
what you do, and what you stand for, then you’re losing business without even realizing it.
To get my brand back on track and create a brand plan that stands any chance of success I
will need to take a step back to look at the bigger picture. You have got to develop a
higher level understanding of your business and the context in which it operates. A SWOT
analysis is a strategic planning framework used to take a big-picture look at the internal
and external factors impacting your brand and business. This kind of holistic, high-level
thinking is valuable and necessary to ensure that you don’t get lost chasing after details
that don’t deliver the return on investment your business needs to survive. This makes
SWOT analysis a vitally useful tool. That’s where a SWOT analysis can help. By
examining your business’s strengths, weaknesses, opportunities, and threats you may find
a path to new growth that you never suspected.

Strengths of Fashion House:

 Established brand value already.


 Business expansion in the USA.
 Articulated designer clothes & accessories.
 Proper market segmentation of customer.
 A fixed planned product mix.
 Thurst for innovation among designers.
 Flat management & vives of motivation.
 Good bonding helps media coverage.
 Market demand for traditional designer dresses.
 Unique & special two-color segmentation enhances occasional selling.

Weaknesses of Fashion House:


 The improper organizational chart following.
 Lack of market analysis & survey before design & plan.
 No specific inventory control management.
 No follow up in the entire production process of the supplier.
 Improper forecasting of promotional budget.
 Lack of Spontaneous R & D team for minimum lead time product.
 No color diversification of design.
 A mindset of using less resource on promotion
 The financial loss of closing outlet because of improper facility location analysis.
 Non-collaborated Marketing-planning-production-quality-logistics department.

Opportunities of Fashion House:


 Product & color uniqueness while marketing.
 Business expansion can be done in outside capital, India & London.
 Can introduce fusion products also.
 Production quantity per design to improve for business demand follow.
 Rural & urban culture fusion can make more unique product.
 Good collaboration with celebraty & media person helps to bring international
demand & fame.
 Plenty of production supplier as textile sector is growing more rapidly.
 Product segmentation & product mix,discount policy for local market keeping 
strategy.

Threats of Fashion House:


 Local ten brands & Brac organiztion Arong with their unique design & same
product segmentation.
 Top three competitors with their fusion & multicultural products as per market
demand.
 People now-a-days doesn't remember brands in absense of promotion.
 Absense of market analysis can leads to make products which are not customer
interest.
 One department advocacy leads to take diversified decision & lack of goal
oriented team.
 Lack of support to production supplier may leads to them other vendors.
 Two months of design & market lead time can helps competitor brands come up
with new innovation.
 Absense of HR, IT, Inventory control & logistics leads improper planning, follow-
up & execution.

Marketing Strategies:
 Get a Website: The internet. Shopping habits have changed and consumers are
increasingly preferring to shop online rather than visiting a physical location. This
means getting a website if you don’t already have one; this means going from a
fashion brand to a fashion eCommerce brand.

 Have a mobile presence: Now that you (hopefully) have a website, I move to
digital marketing for the fashion industry. Similar to my propensity for online
shopping, substituting keyboards for screens and opting to browse the web with
my smartphones rather than desktops. As a fashion brand, this means getting a
responsive website that resizes content according to the screen it resides in. Not
doing so will lead to subpar experience for your mobile users, which will deter
them from further interactions with your brand. This is especially important in the
fashion industry because many consumers see things they like as they go about on
their day, and if they happen to see something you offer but can’t load it on your
site, you can be they’ll go to a competitor.

 Join to Social World: Social media marketing for fashion brands is an absolute


must. Not only I can use it to connect with your audience and build a relationship
with them, but you can also use certain platforms like Instagram to show off and
promote your products. Additionally, I can integrate my store with certain
channels like Facebook, Instagram and Pinterest, meaning that if my audience sees
something they like as they browse through your catalogue, they can buy it right
then and there.

 Remarket to my users: The beauty of remarketing is that I am targeting people


who have already visited your website in the past, so right off the bat you know
that there’s something there for me to work with. Additionally, its like increasing
the chances of a conversion over a normal ad because I am showing them
something they were already looking at on your website, not a random item they
may or may not be interested in.

 Start a blog: For starters, every blog post creates a new landing page for my
audience to find me with. Moreover, I can use a blog to disseminate any news or
updates I have, introduce new styles with a couple of HD images to show them
off, or help my audience with some style guides as the seasons change.

 Have a contest or giveaway: Finally, the last fashion brand marketing strategy
we’ll cover today is to start a contest or giveaway. Whether it’s to promote a new
product, celebrate a holiday, or simply just because, contests and giveaways are
excellent ways of acquiring new customers and engaging with existing ones. I can
have participants enter the promotion by signing up for an email newsletter, liking
or sharing a social page, and so on, which can give you valuable consumer data
you can use to tailor your marketing strategy down the line.

4p Strategy:

 Product: It is key to understand those problems that the product is attempting to


solve for my fashion house. The benefits offered by the product and all its features
need to be understood and the unique selling proposition of the product need to be
studied. In addition, the potential buyers of the product need to be identified and
understood.

 Price: This is linked to what the perceived value of the product is to my customer
rather than an objective costing of the product on offer. If a product is priced
higher or lower than its perceived value, then it will not sell. This is why it is
imperative to understand how a customer sees what you are selling. If there is a
positive customer value, than a product may be successfully priced higher than its
objective monetary value. Conversely, if a product has little value in the eyes of
the consumer, then it may need to be underpriced to sell. 

 Promotion: These may include advertising, sales promotions, special offers and


public relations for my fashion house. Whatever the channel used, it is necessary
for it to be suitable for the product, the price and the end user it is being marketed
to. It is important to differentiate between marketing and promotion. Promotion is
just the communication aspect of the entire marketing function.

 Place: How the product will be provided to the customer. Distribution is a key
element of placement. The placement strategy will help assess what channel is the
most suited to a product. How a product is accessed by the end user also needs to
compliment the rest of the product strategy.

Creating a long term Customer Satisfaction: Many businesses rely on their ability
to keep customers satisfied and wanting to come back for more. This is true in all
industries, but especially in the customer service and support-oriented segments where
the most successful organizations are those that are able to generate high levels of repeat
business from their existing base of customers. The most advanced companies are using
customer service communities to generate product ideas and test new products. Seventy-
two percent of respondents are using communities to get feedback on how existing
products are used; 67 percent use them to collect ideas for new products or features from
customers; and 46 percent rely on them for feedback on prototypes or beta products.
There is a lot of most important points on customer satisfaction for long term business in
below:

 Treat Customers Like You Would Want to Be Treated

 Provide Multichannel Support


 Develop Customer Service Communities

 Make Employee Satisfaction a Priority


 Encourage Agents to Take Ownership of Problems
 Turn Customer Survey Data into Action
 Figure Out What the Customer Really Wants
 Focus on Company Culture
 Stay Current on Customer Reviews
 Offer Proactive Customer Service
 Slash Wait Times
 Put a Social Media Plan in Place
 Rethink the Approach to Doing Business & Building Relationships
 Set Clear Expectations and Exceed Them
 Ask How Your Clients Would Like to be Responded to
 Benchmark Customer Satisfaction

Conclusion: First of all, I have to admit that before starting this project, I had very
limited knowledge of what the fashion is all about and to be honest, although I had
always been wanted to study film, art, or design, I had never wanted to study fashion in
university. To be honest, I was debating myself whether I should take this module or not
just before the term started, first because there was another module that sounded more
attractive, second because I wasn’t sure if this module was suitable for me, even though
the module description excited me. However, I ended up taking this module because I
couldn’t take the one that I wanted to take instead and there was no other module that
attracted me more than this project. Doing this intense project without limited knowledge
and the limited language skill was not easy and I had to invest a lot of time and effort, but
now that I look back, I think I’ve made a right choice to take this module and although
my knowledge of fashion is much more limited than those who enter the university to
study fashion, and though I still don’t think I would like to get a job in the fashion
industry, my interests in fashion has definitely grown throughout the course of this
project and I would like to further my research on it in my spare time. As for a marketing
strategy, I enjoyed thinking about what kinds of contents to post. However, this does not
disappoint me and there are so many people who has provided me with the wider
information than the one that I can acquire through my mother language, and this will
motivate me to keep studying and thinking. At the end I sure and confident that I can put
up my fashion house to all with great quality and achieve a remarkable response to do
well in future.

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