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