Syed Jaffer Ali
• Designer clothes Store by
• Khaadi means ‘hand woven’ in
• Premium traditional clothes
• Its product line includes
men’s wear, women’s wear,
home textiles and
• Khaadi has also introduced
another sub brand ‘Khaadi
Lack of interaction
with its target
• Khaadi’s Brand Image is unfortunately
deteriorating for the past few years.
Its specialty khaddar
Its the only brand specializing
in hand woven clothes, home
textiles and accessories
They have brought this
traditional fabric with an
exclusively stylish look.
Khaadi has an international
outlet at Dubai.
Its has biggest hand woven
factory in Pakistan.
that its only a women’s
Brand awareness is low
because of its lack of
advertising and Pr activities.
Generic issues like
designs, catalogues and
Extending the product line
like they can have kid’s
They can provide home
Can have Khaadi Khaas
for men’s too.
Improving its Pr through
events like Khaadi
experience and Khaadi
Competitor’s price advantage
Loyal customer’s of
• To see Khaadi as the Number 1 brand in hand
woven and traditional clothes.
• To see Khaadi as a market share leader.
• To be the first preference of the customers.
Re-build Khaadi’s reputation as the premium
brand for traditional clothes.
Create brand awareness and educate
target market that it’s a men’s brand too.
Establish consumer interaction by social
Creating a positive image of Khaadi by having
events like the Khaadi Experience and by
sponsoring various other Fashion events.
To promote brand saliency through
various Pr activities
Strategy: To build
Khaadi’s credibility and
establish it as the
premium Brand for
traditional clothes for
both Men and Women.
Two different approaches
1. human advertising
2. Cut out standees
The Khaadi experience is
recreating the act of shopping at
khaddi and enhancing the over-all
environment by providing a different
way of shopping, an unforgettable
ambience and an excellent customer
service to create a place where
shopping becomes a memorable
Professionals will include Young
Designers with an Excellent Fashion
sense , Make-up and Hair Stylists, an
Accessory Specialist and a
After being completely dressed up
they would have an option of
walking on the Run-way or going
into a private booth to get their
Picture taken which will be given to
Men and Women will browse
through a Selection of Khaddi’s
Clothes, Various Accessories and
Props, helped by Professionals at
Teaching people how
hand-stitched clothes are
Open for everyone who is
interested, but particularly
promoted in universities
related to textile design.
Sponsoring an abstract
design competition, in
which participants will
design a complete dress
based on their
understanding of traditional
The size of this
Mannequin would be
It would be built at the
Expo center Karachi
Will be completed
and clothed by 31st
December 2012 and
would be uncovered
• This activity is about
testing your fashion
sense and dressing
up the mannequin in
the most elegant
• The Best Mannequin
will be decided by the
number of likes on it’s
picture on Khaddi’s
Age 16-30 and 30-70
Family Size and
Young, single, married, single parents,
unmarried couples, older, no children under 16.
Education Literate, Illiterate who can afford.
Social Class SEC A, SEC B,
Region Major Cities
Personality Elegant, Style conscious and sophisticated.
Lifestyle High, style conscious, fashionable.
Benefits Sought Quality, style with convenience
Product Usage Maintain loyalty of high users, attract new users
and increase usage of medium users.
Brand loyalty Medium, aim to increase it.
Occasions Regular occasions and special occasions like
Eid, Mehndi, Dholki, Birthday parties.
Word of Mouth
High impact on end target
Low impact on end target customers
• Stable Law and Order situation .
• Khaddi finances our events and activites.
• We get permission to build the World’s
Largest Mannequin and for our other
activities and events by Expo Center, the
Government and all other parties involved.
• Students are willing to take part in our
human advertising activity.
• Endorsers that we have chosen agree to
represent and endorse Khaddi and come to
all of our events and activities.
• Khaadi work shop
• World's largest
• Dress the
• All Pakistan
• Fashion shows
• Press releases
• Social Media
Word Of Mouth
May 2012----June 2012---- Build Hype by Social Media Marketing,
teasers, Print ads, brochures, cut out standees, human advertising
banners, Press Release.
July 2012---------- Implement ‘The Khaadi Workshop’ Event on the 5th
of July in Karachi, 10th in Lahore and 15th July in Islamabad.
August 2012---Sept 2012-------- Use Social Media Marketing, teasers,
Print ads, brochures, banners to inform people about khaadi
October 2012---------- Implement ‘The Khaddi Experience’
Event on the 5th October in Karachi, 10th in Lahore and 15th
October in Islamabad.
November 2012------- The teaser campaign for World’s
Largest Mannequin starts, designers all around Pakistan are
encouraged to send their designs for the perfect design of
clothes for this mannequin. A panel of Judges decides the
best one and the mannequin would be dressed in the
winner’s designed Clothes. .
December 2012—January 2013 ------- World’s Biggest
Mannequin is dressed and the Winner is announced on the
February 2013 -----March 2013------- by Social Media Marketing,
teasers, brochures, and banners of Dress the Mannequin.
April 2013-----------Our activity ‘Dress the Mannequin’ will take place
from 1st to 15th April in different universities in Karachi, Lahore and
Islamabad. The Winner will be announced on the 30th of April
through the largest number of Face-book Likes on the person’s
picture on Khaadi's page and will receive a Gift Basket which will
include Clothes, Discount Coupons and a Dinner with one of our