CHAPTER 2 : Project Profile

2.1 – Product Name   cloths

2.2 – Product Classification  fashion   

2.3 – Product Characteristics  fashion brand specially women cloths around 100 to 150 rm.targeting people around 25 to 50 even it has product for plus size women. Mostly people who works with salary around 4000rm

2.4 – Product Range

In nichii no matter which style you prefer, there is something for everyone. Nichii presents woman cloths for different size and age woman and shoes, bag for women. Accessories are another product of nichii. The quality of the dress is average

2.5 – Distribution

The distribution could be direct and indirect. In the direct way is that the audience could visit the shops and buy their needs. The staff in the shop can provide helps to the audience for finding suitable product.

When the product is presented by any electronics devices like TV, computer, mobile/smart phone….the distribution is indirect. the brand present by other electronic media, such as online market .people can buy the products from website. This is an indirect way to buy products.

2.6 – Product Life Cycle

2.7 – The Brand

Nichii Fashion City Sdn. Bhd.  

Open any wardrobe in Malaysia; chances are you will find at least one garment from Nichii (Nichii Fashion City Sdn Bhd). Whether it is a sexy chiffon top or a stylish business suit, Nichii aims to fulfill the fashion needs of every woman, one who works smart and play hard.

Nichii (est. 1985) began as a small fashion retail company with three boutiques located in Plaza Ampang City (formerly Plaza Yow Chuan), KL Plaza and The Mall respectively. In 1997, we ventured into the clothing wholesale business, in response to the increasing demand for high quality apparel.

Today, we are one of the most famous names in both the fashion retail & wholesale clothing business. Sourcing high quality trendy apparel from global fashion hotspots such as China, Europe, Japan & South Korea, we are well on our way to becoming the ultimate one-stop fashion centre that provides the widest range of styles with the best workmanship at affordable prices.

Whether it is urban-chic, formal workwear or casual styles, bevy of brands ensures that the best of fashion is within the financial reach of all our customers.

In line with our expansion strategy, we plan to open at least one flagstore in every major city in Malaysia. Plans are already underway to expand to Singapore in 2006.

2.8 – Brand Image and Implication

The key business advice that any entrepreneur would relay to another is that the diversification of products is essential to business growth. Taking that to heart, Nichii has also diversified its product lines through the introduction of Kitschen in 2008, and Nichii Man, Dressing Paula as well as Marry Merry in 2010. Each of the four brands under the Nichii group caters to a different market, and each has their own specialty. As such, marketing strategies for the brands also differ according to their targeted segments.

2.9 – Strength and Weakness

Strength :

It has product with high quality and good design

Having different target audience make it in a pleasant position

It has big sale and promotion items for sale

It has other country market

Weakness:

Nichii compare to competitor Padini has variety kind of cloths with lower price but padini Occupy most of the market share.

The arrangement of product in shops are mixed

Many large size consumers don’t know that they can find large size cloths in nichii.

It doesn’t focused on each target audience

Discontinue the men’s line.

2.10 – Advantages and Disadvantages

Advantage : nichii has variety product for women in different style with high quality

Disadvantage : it has many competitors

2.11 – Unique Selling Proposition (USP)

The nichii fashion brand is uniqe in different type of cloths for different target audience and with affordable price and high quality. Also product in nichii is easy to match.

2.12 – Promotional History and Advertising Schedule

Nichii is known by and far as a label that provides up-to-the minute and extensive range of apparel and accessories for women and men.

Nichii, established in 1985 is a fashion retailer with 21 outles, 18 in Malaysia and 3 in Singapore. They position themselves as a fast fashion label with the objective of becoming a major trendsetter and lead the fashion industry with their ‘fast and purse friendly fashion’ with fashion labels being sold at all their outlets in Malaysia and Singapore.

2.13 – Positioning Statement

They position themselves as a fast fashion label with the objective of becoming a major trendsetter

SITUATION ANALYSIS OF NICHII FASHION CITY

                         

                    

                              

                    

 CHAPTER 1 : Project Overview

1.1 – Introduction

Nichii is a well-known brand for clothes and shoes in Malaysia. This company is formerly known as Nichii Fashion City Sdn Bhd. The company was established in the 1985 and it started with three boutiques located within Kuala Lumpur. During that time, this brand has grown to become one of the major lead in fashion within Kuala Lumpur.Since then, nichii has grown to become one of the major trendsetters and leads in exemplify Malaysian fast and purse-friendly fashion with its labels now sold at a over 30 outlets in Malaysia, Singapore and Saudi Arabia.

The re-brand of the label, which is known as nichii, was established in 2005 after the decision was made to streamline all its retail offerings (i.e. various house brands under Nichii Fashion City). In 2006, there were six nichii outlets in Malaysia and in that same year the label set foot in Singapore with the opening of an outlet in the iconic mall, Vivocity.

By the end of 2009, nichii's merchandise are available at 21 locations - 18 outlets in Malaysia and three outlets in Singapore - with a total combined retail floor space of 190,000 sq ft. Building on its strength in manufacturing, designing, planning and sourcing, August 2010 marked a huge milestone for nichii as the fast-fashion label set foot in the Middle East region with the opening of a franchise outlet in Riyadh, the capital city of Saudi Arabia. With the establishment of the first nichii outlet in the Middle East, the label continues to be driven in it aims to expand

nichii's fashion presence in Singapore, South East Asia and and China via its franchising programme.
nichii is known by and far as a label that provides up-to-the-minute and extensive range of apparel and accessories for women and men.

This brand with stylish and fashionable designs is now available at Zalora.com.my. Zalora provides great online shopping experience with a simple, safe, and secure process. We also offer free shipping nationwide, 30 days in return for the products, great discounts and deals. For further inquiries please contact our customer service. Have a wonderful and enjoyable shopping with Zalora!

1.2 – Problem Statement and Issues

After searching about nichii I found that Nichii compare to competitor Padini has variety kind of cloths with lower price but padini Occupy most of the market share. Also nichii doesn’t focus on each group of target audience separately so cannot absorb the whole market of each specific target audience.

The main problem is all the product is mix in shop .for example nichii has product for full figured women but nobody knows about this because it is not separated from other products. There is such a wide variety of clothes targeted at different groups of women, such that cannot really sure how to describe the store itself.

Nichii has work wear, casual wear, cutesy t-shirts for younger girls, and more. These pieces are mostly a hit or miss, because the designs are not really influenced by current trends. Nichii doesn't sort them out according to style, so clothes of very different styles can be placed together on the same rack, and to this.

1.3 – Objectives and Aims

Objectives: 

Create special logo for plus size product and  tagline : for those who are proud of their curves

Create website and separate product and give people information about that

Hold event inside mall with Exhibition booth

Use mobile app to promote the nichii product

Aims:

To increase selling

To attract more people to this brand

To make good feeling for women who are plus size and make brand more lovely in people’s mind