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.
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
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