Established in Egypt in 1989, CONCRETE's factory facilities were built in the industrial zone in 6th of October. It started off as a small company with a big dream but through steady growth and unwavering ambition, CONCRETE is now a market leader. The dream started with Amr El Hakim, founder and one of the pillars of CONCRETE. After graduating from the American University in Cairo, he pursued his passion for fashion by establishing the company and giving free reign to his designs. Later on it was acquired by ARAFA HOLDING. From a family business to a shareholding company, CONCRETE is now part of one of the most prominent textile and clothing groups in the Middle East, ARAFA HOLDING. The size of the operations of this holding company, allows CONCRETE to be vertically integrated. In addition, the manufacturing capabilities of the group guarantee sustained dependability. This allows us to compete on an international level which is motivation to seek even higher standards. Our shops comprise over forty stores located in the most prestigious areas of Egypt, through which we cater to the needs and tastes of the child, the teenager, and the man. We also understand that as part of the Egyptian community, we have a responsibility towards society. Donating contributions is part of our mission to help develop and advance our community. "In the last twenty years, we have fashioned the CONCRETE persona: energetic, self-confident, carefree, and elegant. Our clothes are worn with confidence and trust. For not only are we interested in fashion, but our attitude relies on style. There is a great deal of heritage behind CONCRETE fashion, and we are proud to be a leading Egyptian fashion retailer. Fashion is seen seasonally through the choices in colors, themes, fits, and fabrics. However, style is what makes CONCRETE stand out as a unique brand, in a world where the clothes we wear reflect who we are. That is why our customers are more sophisticated, & value the importance of quality versus money. We are constantly looking for ways to enhance the brand. We did so recently by hiring Dino Brunori, an Italian engineer & brand consultant, renovating our shops' concept, standardizing the brand identity and enhancing the visual display of the garments in our stores. All this is part of our continued efforts to provide our customers with the best Egypt has to offer. CONCRETE is a solid name, with solid roots, that can be trusted and relied on. Our future vision for the brand includes cementing the CONCRETE name on the global market.

2. CONCRETE Company
Interesting Facts
Interesting Moments
Key persons & Structure
CONCRETE Brand
Up, close and personal
Global positioning
positioning
image
CONCRETE Stores
Look and feel
Management
Shopping Experience and Customer Service
Services
Behind the Scene
window dressing
Visual
Customer relations
Marketing
Software
WHY CONCRETE ?
CONTENTS

3. Interesting facts…
 Industry: Apparel – Fashion Retailing
 Headquarter: Giza, Egypt
 Part of one of the most prominent textile and clothing groups in the Middle East, ARAFA HOLDING.
 The size of the operations of the holding company, allows CONCRETE to be vertically
integrated with a guaranteed sustained dependability.
 A wide network of suppliers around the Globe
 Perceived to be the very 1st full fledged Brand for Menswear in Egypt: Professional Attire &
Casual-ware
 And believed to be The Destination for a Full Bouquet of Formal Menswear
 2013, a network of 40 retail stores, in Egypt’s most prime shopping locations
 With Total Display Area 10,000 SQM
 2013 Gross Revenues = $35 M
 Number of Employees = 1200
 Serving an active Clientele Pool of 300,000 customers
 10 Designers produce 1500 sketches per year on 2 main collections
 Hybrid Business Model of both in-house production and outsourcing

4. Interesting moments…
2011
2003
Launch the Made
to measure service
2004
Big changes in
Egyptian trading
regulations, which
expose the market to
all international
brands.
1989
Founded by
a fashion
passionate
Amr Hakim
2009
Take the risk of
opening 400 sqm
store, which boost the
size of the collection
2009
Give attention to
the
virtual
life,
launching the 1st
version
of
the
website
2000
2011
Changed to a
shareholding
company
Open the flagship
store, 1000 sqm
on 3 floors
1996
100% accusation
by
2013
38% accusation
2013
Shop # 40
online shop
2012
Assign Ettore
2008
Assign the famous
Italian retail consultant
Davanzo to uplift the
brand image

5. Key Persons & structure…
Board Of Directors
Mr. Hossam Rageh
Mr. Emad Fouad
Mrs. Hannan El Borolosy
Mrs. Laila Mahmoud
Dr. Alaa Arafa
Eng. Maha Hashem
Mrs. Halla Hashem
Mrs. Sherine Arafa
Eng Maha Hashem
CEO
Dr. Alaa Arafa
Chairman
Board Of Executives
Supply
Chain
Director
Business
Dev.
Manager
Admin
&
Finance
Director
Commercial
Manager
Commercial
Director
Head
of
Designers
Head
Of
Opera>on
Head
of
IT

6. International collaborations…
His rich curriculum vitae, and his professional
trailer of working with some of the world’s
biggest designer brands such as Zegna, PalZileri, LucianoBarbera, Guess Marciano,
SartoriaScuderi& Yacht Club de Monaco...etc,
to design and develop their collections was the
main reason behind Concrete’s decision to
collaborate with Veronese.
Creative Fashion Consultant
EttoreVeronrse

7. International collaborations…
Having spent 12 years serving Valentino as
a marketing manager, Concrete made the
sound decision to utilize Giorgio’s talents
and
international expertise to give
Concrete’s Brand Image this characteristic
European Flair…
Brand Image and Advertising Consultant
Giorgio Davanzo
Was the selected consulting
partner to change the shop
concept into what Concrete is
now…

8. International collaborations…
Concrete Partnered with Mag to
introduce the Su Misura: the Madeto-measure program with a worldclass service standard suitable for
this rich personalized experience
Visual Merchandising Consultant
Alberto Vedelago
Utilizing his twenty years
expertise in Italy and the rest of
the world, Concrete was able to
revamp its shop visual scene to
its impressive current visual
image
Italian Master Tailor
Mag Bruno

9. ………Up, Close & Personal

10. Concrete Brand labels…

11. Concrete’s signature, luxury, highest-end men’s line for
luxury apparel…
Inspired by CorsoVenezia of Milan: one of the city’s most exclusive and elegant avenues, being
part of the city’s upscale Quadrilaterodellamoda, enthused with its distinct surreal atmosphere of
exclusivity and style, Concrete debuts its Concept collection characterized by innovative little
details, Full Canvas make with precious fabrics
Client Profile:
 Urban, Tier 1
 from 35 to 60 years old
 High Net Worth
 Strong education and a
working position; well travelled
 High Lifestyle, Conservative ,
Handsome, Passion for style,
Quality and details
 With International Dimension

12. A full Bouquet of formal menswear, made with only the highest
quality Italian fabrics in an absolute elegant and timeless
styles...
Inspired by Galleria Vittorio, the world's oldest shopping mall- housed within a four-storey double
arcade in central Milan-, and incited by the charm of the never-forgotten era.
Tradition and elegant taste pulled off a tailoring collection in which attention to details is combined
with the manual dexterity of the tailors….A total look collection with special attention to accessories
Client Profile:
 Urban, Tier 1 & 2
 From 22 to 55 years old
 Medium to High Net Worth
 Strong education and a working
position (Senior Executives)
 Medium to high Lifestyle, savvy
man who appreciates the
traditional touch
 International Dimension

13. Versatile range of relaxed, fashionable and classy attire ,
suitable for everything from a casual business lunch to a
gathering with friends.
Inspired by Accademia Di Brera; Milan’s most famous academy of fine arts, Concrete Casual Label
was designed. Built on dynamic shapes combined to the romantic aspects of the figure of the painter
and his most practical everyday life. Strong personality, earth colors, cool shades and contrasting
futuristic patterns are some of the traits characterizing the details of this line.
Client profile
 Urban, Tier 1 & 2
 Medium Net Worth
 From 22 to 55 years old
 Strong education and a
working position
 Medium to high Lifestyle,
confident, cool, very careful
with his look.
 With International Dimension

14. Cut Label is Concrete’s new pitch to the Young clientele.
Exclusively introduced for the first time featuring a line of formal suits in slim cut; in addition to, a
limited signature pieces of dress shirts, neckties, and smart casual pants. ....
Concrete Cut label came out inspired by Milan’s most luxurious shopping Centers, Via Monte
Napoleone.
An area where fashion and design trends meet in a vibrant, young, modern, and dynamic lifestyle
that you immediately smell in the air and see in the reflections of lights and shapes you get from
the windows as you walk by.
Client Profile:
 From 18 to 30 years old
 Medium net Worth
 Medium to high Lifestyle, young,
active extrovert , trendy and smart.
 Athletic and Fit

15. A made-to-measure service
guarantee the perfect suit fit.
A luxury tailoring experience designed to guarantee
the perfect suit fit with the favorable style and color
care about your body specific measurements and
characteristics.
Clients enjoy the luxury service in all of its details…
Client Profile:
 Urban, Tier 1
 from 35 to 60 years old
 High Net Worth
 Strong education and a working position
 High Lifestyle, passion for craftsmanship,
arrogant and picky.
 Particular body characteristics
that
is
so
personalized,

16. Concrete understands the pleasure of dressing
kids and that’s why we bring a fun and vibrant
range that matches the energy of any young kid,
we will take them from the playground to a family
dinner.
Client Profile:
 Baby from 0 to 12 months
 Kids from 2 to 10 years
 Junior from 12 to 16 years
 Dressy and classy attire
 Medium to height net worth

17. Global
Positioning…..

18. Global Positioning men…
Versace
YSL
Lanvin
Gucci
Prada
Dior Homme
ErmengildoZegna
Su Misura
Savili Row
Canali
Z Zegna
Hugo Boss
conservative oriented
Massimo Dutti
Ralph Lauran
Faconabel
Lower end luxury
Zegna
Sport
Kiton
ErmengildoZegna
Valantino
Fashion oriented
Brioni
High end luxury
Armani

19. Premium
Global Positioning kids…
Gucci
Armani
Lacoste
Hugo
Boss
On
going
/
Daily
Dressy
Ralph
Lauran
Massimo
DuC
BeneGon
Zara
Accessible
H&M

20. Concrete Brands personality…
Sophistication
Classiness
Luxury
Honest
Authentic
Sincerity
Superiority
Brand…..
Personality Chart
Neatness
Elegance
Genuine
Competence
Excitement
Up to date
Trendy
Ruggedness
Not applicable
Premium Quality
Reliable
Successful
Experienced

21. Concrete Brands image…
Masculine Look
Timeless
Style
Brand…..
Image
Conservative
Aspiring
Ambitious
Businessmen
High level Executives
Relationship
Childhood memories
Loyal
Friendly
Like father like son
Western/ Italian Styles

22. The store…..

23. The Store shop Concept…
Concrete Shop Concept was inspired by
the classical “Colonial English” Style.
World Renowned architecture Dino
Brunori has chosen to create an
atmosphere of rich lines and modern
elegance
capable of articulately
conveying
Concrete’s
Four
Lines:
Concept, Classic, Cut, and Casual;
making a very powerful statements of
classiness, superiority, Sophistication,
and attention to details.
The shop concept was modified in the
kids section to cater for them; you can
sense
happiness,
freshness,
cheerfulness; as if creating two
different worlds

24. The Store look & feel…
Concrete Shop Concept is designed
alive… Making it possible for the shop
visual stenography being in the shop
windows or interiors to look and feel in an
ever-changing status of rejuvenation; as if
the shop is being transformed with each
and every Season.
with lots of emphasis on creating attractive
interior designs , conveying
luxury,
freedom and quite comfort
Carefully selected relevant top of the
charts songs, creating a friendly,
relaxing and inspiring atmosphere.
You can hear the same play list
across all shops and enjoy the
seasonal music collection as a
give…

25. The Store management…
 Collection is rolled out into the stores on two main
waves: Summer & Winter
 Prime Locations is essential to guarantee traffic
and enforce brand image
 Store size is varies from 250SQM to 1000SQM.
 Carrying from 8,000 pieces to 15,000 pieces of
inventory
 All lines are displayed under one roof, size of
collection and layout vary as per the demography
of the country.
 The existence of a backroom is of
high
importance; coping with the requirements of the
shopping Experience
 Store Displays managed by store staff and store
managers _photos and instructions are sent from
headquarter
 Shops windows are changed every two weeks _
photos and instructions are sent from
headquarter

26. The Store shopping experience…
 Concrete’s shopping model relied heavily on experienced and Committed store employees.
 Personalized (passionate) attention is expected and required/demanded by Concrete Clientele
 Clientele are mostly repeat customers, like the relaxed atmosphere, with 1st class customer
service
 It is not a “self-service shopping, sales associates are more involved managing clients’
relationship than products; acting more like style and fashion advisors/consultants …
 Strong interest in fashion/style, superb product knowledge/hospitality are the key ingredients

27. The Store services…
A array of superior services are offered for further customer convince… and more to
come!

28. Behind the scene…

29. Behind the scene window dressing…
Main Season Window… Winter 2014

30. Behind the scene window dressing…
Main Season Window… Winter 2014

31. Behind the scene window dressing…
Devising and Executing Window Themes that match those seen in high
streets in world’s fashion capitals…

32. Behind the scene window dressing…
Feature Window… Sale Theme

33. Behind the scene window dressing…
Feature Window… Christmas Theme

34. Behind the scene window dressing…
Feature Window… Christmas Theme

35. Behind the scene Visual merchandising…
Impeccable visual display, creating the perfect visual scene, following very
strict visual merchandize rules to apply and to maintain.

36. Behind the scene Visual merchandising…

37. Behind the scene Visual merchandising…

38. Behind the scene Visual merchandising…
Looks of Men

39. Behind the scene Visual merchandising…
Looks of Kids

40. Behind the scene clients’ relations…
“Customer is our only focus” - “Customer satisfaction gets priority” - “Positive word of mouth is the
most vital marketing tool” - “ Customer’s loyalty is the key of success”, Creating a memorable
experiences even outside the boarders of the stores …
Events…
We enjoy our time with customers
and their appreciated wards are
our motive. Modeling contest,
fashion show, sponsoring special
event are a common practice.
Call Centre…
Answering customer inquiries and
listen to their experience are not
the target anymore we are
exceeding
our
customers’
expectations with a very caring
telephone call checking the
service level, listening to their
experience and welcoming their
comments.
Loyalty programs…
Customer can save points as they buy
and redeem them any time, very
exciting program
with an outstanding
impact
Captured from a runway fashion Show

41. Behind the scene marketing…
How Promotion is done ??
1-­‐
Adver9sing
•
Campaigns
“In
collabora>on
with
professional
models
and
Art
directors”
• Look
books
&
catalogues
• Magazines
and
Newspaper
ads
• Official
Website
2-­‐
A=er
Marke9ng
Strategies
•
Track
of
customer
data
• NewsleGers
•
Face
book
page
3-­‐
Non
Ad
Promo9on
•
Events
•
Kids
Fashion
Shows
•
Online
Marke>ng
4-­‐
Non
Ad
Promo9on
1-­‐
Loyalty
Program
2-­‐
GiX-­‐card

42. Behind the scene marketing…
Men Seasonal Campaigns

43. Behind the scene marketing…
Men Seasonal Campaigns

44. Behind the scene marketing…
Men Seasonal Campaigns

45. Behind the scene marketing…
Kids Seasonal Campaigns

46. Publications &
Collaterals
“Look books &
Catalogues”

47. Ads in Magazines & Newspaper
Business
Today
Magazine
issue
2012

49. Concrete.com.eg

52. N E W S L E T T E R S

53. FaceBook

55. Behind the scene software…
With like this huge size of daily transactions we need
a specialized software Programs to manage every
single activity, Technology is our backbone , special
team are managing the following activities…..
•
•
•
POS - Retail pro
CRM – Exapta
Data mining

56.  Does CONCRETE Convey a memorable experience?
 What is the meaning of CONCRETE ?
 Is CONCRETE a likable brand?
 Is CONCRETE’s image transferable?
 Is CONCRETE flexible and up to date?
 Is CONCRETE legally protected ?

57. 1.
Memorability… The unusualness of CONCRETE name , unique shop
concept , full fledge of branding aspects and embossing the brand logo
are made it recognizable and memorable to consumers.
2.
Meaningfulness… Metaphorically and historically, Concrete used to
represents the “masculine look”, resonating with the specialization in
Luxury. With time Concrete reached the break-even point between being
practical and trendy.
3.
Likability… Enjoying great extent of likability; a feeling that transcended
from generations to generations, Concrete has come to be synonyms for
men’s fashion, and the go-to destination for elegance and style when it
comes to choosing both a professional and casual outfit.

58. 4.
Transferability… Concrete has always been able to project an
international boarder transferrable brand image with its strategic choice
of using Western Super models to feature the seasonal campaigns
executed during the course of all these years.. The same argument is
held true for the collection and how it is being designed and developed
coping with the intentional ever-changing fashion trends spotted on the
runways of the fashion capitals.
5.
Adaptability … Concrete has always been flexible and updatable. Clients'
wants and needs are always satisfied. Their expectations are always
met; Concrete was able to continuously build the brand by adding more
categories to the collection, more stores, more styles, more fits, more
rewarding and retention programs, extreme customer service and care
practices….etc.
6.
Protectability… The brands apparel products are legally protected under
licensed agreements and defined by the trademark “CONCRETE”.