situation analysis about zawara

ZAWARA www.zawara.com

ZAWARA CHAPTER 1:

PROJECT OVERVIEW

ZAWARA Situation Analysis 2

1. PROJECT OVERVIEW

1.1 Introduction

Zawara is a Malaysia’s premier stylish, modest and elegant fashion

retailer that meet the requires for Muslimah fashion as it is design by

women for women. Made from natural luxurious materials such as

sateen silk, chiffon silk, raw silk, cotton as well as hand crafted batik,

the tailor meet the new standards and increasingly demanding

fashion enthusiast who are always eager to shop for the latest

trends, till style meets comfort. From the most-up-to-date

groundbreaking trends, blouse, kaftans and skirts, all designed to

meet our concept of delivering stylish, modest and elegant clothes

that can be apply for every women especially 20 above.

Zawara.com online portal is definitely an essential shopping

destination for every fashionista everyday via worldwide express

delivery. In website, they presented in the style of a fashion

magazine, offers the style-savvy customer exactly what they want,

unprecedented access to the hottest looks of the season and help

customer how to style it with creative ways by using Augmented

reality system, Virtual Mirror, first fashion retailer using this system in

Asia, when fashion meets technology. So you also can try the

clothes from home with using webcam only, and snap it, share with

friends either it is suits or not.

Other than that, Zawara also offers over 100 of the Asia’s most

covetable designer collections to an international fashion

audience. There’s no limit in fashion world especially for Muslimah.

Guests of Zawara will be inspired from their in-house Fashion

Consultants, Newsletter and featured clothes. It can be

acceptable for all religious, culture and all kind of women doesn’t


matter where background of you came from. This fashion retailer

completely one of the easiest way to stylish and it won’t be same

with other big name brand as it made in limited pieces.

1.2 Problem Statement and Issues

In these modern societies, there’s too many choice of fashion

retailer in market, but Muslimah always-getting trouble to find

perfect clothes to cover the aurah. Long sleeve but wide on top,

short sleeve need to wear with inner, too tight than can see the

shape of body, too thin like didn’t wear anything. Muslimah also

want to be fashionable so here come Zawara, design by women to

women.

But the problem with Zawara, people though it’s so expensive

compare to others meanwhile it’s really worth to having it as they

using the most good quality fabric and the design based on what

Muslimah needed. Furthermore, Zawara still new and there’s not so

many publishing about it. So it will focus on how to increase the

levels of brand awareness among the customers. Also, this situation

analysis would be on the perceptions of society especially woman

or girl towards the target audience of this brand that actually can

be wear by everyone, not only business women or high class worker

only.

1.3 Objectives and Aims

1.3.1 - Aims

To explores the opportunities in order to come out with best

advertising and branding strategies and at the same time to

change perceptions for audiences that this brand is not as

expensive as they though.


1.3.2 – Objectives

• To find out more on what is our local market situation and

potential in fashion apparel

• To analyze the target audience and redefine the scope.

• To enhance the brand identity and awareness in the region.

• To bring out a good strategy for the advertising and

branding.


ZAWARA CHAPTER 2:

PROJECT PROFILE


2. PRODUCT PROFILE

2.1 Product Name

ZAWARA

ZAWARA® is a premier stylish, modest and elegant fashion brand.

ZAWARA was created to meet the standards of the new and

increasingly demanding fashion enthusiasts who are always eager

to shop for the latest trends, and now we are going all out to

astonish fashionistas with its exciting collections.

2.2 Product Classifications

ZAWARA clothes are all designed to meet our concept of delivering

stylish, modest and elegant everyday women wear.

2.3 Product Characteristics 2.3.1 Characteristic Chart

Women’s Clothing

Type Blouse

Traditional Dress (Baju

Kurung)

Price Range (RM) 99 - 199

Unit Per Sale Single


2.3.2 Packaging

ZAWARA shopping bag.

ZAWARA online packaging for delivery worldwide.


2.4 Product Range 2.4.1 Blouse

Various colours and designs based on what women desire

of to dress like sophisticated grownups, which works in

favor of being modest and chic.

It’s free size (UK 6)

AKINA

ARIANE


CARISSA

CELESTE

DALIA


DEVONNA

ELODIE

HANA


ILANA

INES

KALIKA


NURA

PERLA

RENEE


RHODA

ZAIRA


2.4.2 Ayu’s Dress


2.5 Distribution ZAWARA is made from own in-house designers whereby they

specialty in choosing fabric and design, understanding what

every woman want.

Zawara are the most direct link to its customer. Coming soon

news, there would be more stores coming up to expand its

market.

2.6 Product Life Cycle Based on my interview with COO of ZAWARA, Nur Fadilla Abd

Karim said the product life cycle of Zawara is still growing and

expanding.


2.7 The Brand 2.7.1 The Philosophy

ZAWARA is a believer of style meets comfort. ZAWARA is

set to meet the high standards of the new and increasingly

demanding fashion enthusiasts who are always eager to

shop for the latest trend.

2.8 Brand Image and Implication ZAWARA is online and offline shopping destination for every

fashionista. This brand has been in the industry for a few years

ago but sadly the market situation or business are

competitive and doing just fine compare with its competitors.

2.9 Strength and Weakness 2.9.1 Strength

• Handcrafted product using high quality fabric

• The design is simple; can be casual and formal • Stylish

• Asian cutting measurement • Suitable products for every woman

2.9.2 Weakness • Bad product display

• Lack of promotion

• The model too international • Do not have great variety of designs

• Too competitive in fashion industry


2.10 Advantages and Disadvantages 2.10.1 Advantages

• ZAWARA is local products that also potential to be

international worldwide with stylish design at

affordable price.

2.10.2 Disadvantages

• Too competitive in the fashion industry from fashion

forward perspective. Undefined brand position.

2.11 Unique Selling Proposition The proposition of ZAWARA is stylish, modest and elegance.


2.12 Promotional History Promotion for to go the outlet.


Fabulous Fashionista Contest via using Virtual Fitting Room.


Somehow lately ZAWARA is sponsoring one of public show, Wanita

Hari Ini on TV3.

2.13 Positioning Statement

ZAWARA is fashionable, high quality and basic casual elegance

clothes that any women can wear at the lowest possible market

prices.


ZAWARA CHAPTER 3:

THE COMPANY


3. THE COMPANY

3.1 Company Overview

ZAWARA is a brand under Mirage Resources Sendirian Berhad. So

basically, ZAWARA is an establishes clothing retailing, that

specializes in designing, manufacturing, and wholesale (e-franchise

program).

ZAWARA already started in business in 4 years, start from 2008 but

officially launched on second half 2012.

There’s two ways in retailing; Online and Offline

Online

Can visit the website ZAWARA, www.zawara.com for choosing the

product, also they provide the services Virtual Fitting Room, which

customer can imaginary try it at home and share with family and

friends to ask the opinions.

Offline

There’s several outlet customer can visit; the main one is at Plaza

Damas,and then at bazaar The Curve and Rasta. Coming soon

after Aidilfitri, new outlet at Shah Alam.


3.2 Business Description

3.2.1 The Store ZAWARA are directly link to customers. ZAWARA stores are

usually have elegance appearance and wide space for

displaying all products. Their outlets are mostly situated in

boutique area. The stores designed for attracting fashion

lover to search for their stylish, modest and elegance

products. The main products are placed withing

reachable and easy spotted areas.

3.2.2 Store Locations and Counts

Location (Malaysia) Store Number

Sri Hartamas 1

Shah Alam 1

Rasta TTDI 1

Damansara 1

3.3 Company History ZAWARA originally was born in 2008 where the first outlet is

opened in The Curve bazaar because they beginning from

small, in online and from there, ZAWARA keep expanding till

now.

3.4 Key People

CEO : Kamarul Ariff Abdul Karim (Directors)

COO : Nur Fadilla Abd Karim (Directors)

And both of them are shareholders.


3.5 Location and Subsidiaries

ZAWARA

C-0-5, Plaza Damas,

No. 60 Jalan Sri Hartamas 1,

Sri Hartamas 50480, Kuala Lumpur.

3.6 Brands, Major Products & Services ZAWARA is developing fashion brand and hopefully to

expand into international level. For major products, they want

to keep it as modesty and cross viral where everyone

(including non-muslim or muslim from all over the world could

wear it). ZAWARA produces blouse, skirt (coming soon), tops,

traditional wear, and jackets. Talk about service, what they

more focusing is customer service which they ensuring the

delivery services is perfect with a big “Thanks” and they keep

updating & replying all customer in social networks medium

such as Facebook pages, Twitter, Instagram.


3.7 & 3.8 Corporate Vision & Mission • Deliver beyond expectations customer service

• Embrace and drive change

• Create fun and jovial working environment

• Be adventurous, creative and open minded

• Pursue growth and learning

• Honest, open and respectful communications

• Build a positive team and family spirit

• Do more than expected

• Be passionate and determined

• Be humble

3.9 Current Promotional Strategy ZAWARA now mostly using online as the main medium of

promotional strategy. They start approaching famous blogger to

offer and promote their product in those blog especially fashion

blogger. Then they continues with join Facebook ads, Google ads

and other social media medium such as Twitter, Instagram,

Youtube. They also create promotional W.O.M (words of mouth) via

Augmented Retail Fitting Room which it’s first in the Asia using this

application for online shopping.

3.10 Product Sales History The information is confidential.


3.11 Current Marketing Objective

3.11.1 Long Term Objective Long term objective is to be the first destination in Asia for online

and offline shopping for all women to choose to when they want

to shop for clothes.

3.11.12 Short Term Objective Short term objective is to reinforce ZAWARA brand into all

Malaysians top of mind.

3.12 Media Expenditure N/A*

*No official information available due to new launching of

business.


ZAWARA CHAPTER 4:

CONSUMER

&

STAKEHOLDERS


4.CONSUMER AND STAKEHOLDERS

4.1 Current Consumer’s Characteristic

4.1.1 Demographics

AGE 20 – 29 years old

GENDER Female

EDUCATION College and higher

OCCUPATION Students to working professionals

INCOME RM 500 – RM 4000

RACES & ETHNICITY All races

GEOGRAPHIC LOCATION Urban


4.1.2 Psychographics

PERCEPTION Recognize ZAWARA as top

elegance, modest and stylish

brand and believe our team

designers are enthusiastic

women who know what looks

good and feels well on woman.

LEARNING Friends and Family, Newspaper,

Internet, Blogger, Environmental

factors and Television.

MOTIVATION & NEEDS Essential clothing that is

affordable with high quality and

yet pleasurable in design

ATTITUDE & PERSONALITY Sensitive and passion in fashion

trends

LIFESTYLE Casual, modern, and constantly

changing.


4.2 Stakeholders’ Characteristic

4.2.1 Primary Stakeholders

STAKEHOLDER CRITICALITY to SUCCESS

CONCERNS

MIRAGE Resources Sdn. Bhd Supervisory

Board

High Supporting the company

Shareholders High Concerned about the market shares

Employees High Help manufacturing the company

Admin + General High Manage the online services

Designer High Design the clothes

Designer High Design banner, website,

copywriting, multimedia

Sales person Medium Saving potential


4.2.2 Secondary Stakeholders

STAKEHOLDER CRITICALITY to SUCCESS

CONCERNS

Media Medium Concerned in promoting the

brand

Communities Medium Contribute information through

the community (W.O.M)


ZAWARA CHAPTER 5:

INDUSTRY

&

MARKET PLACE


5. INDUSTRY AND MARKET PLACE

5.1 The Industry

5.1.1 Definition of the Retail Industry

Retailing is a business of selling goods to important customers for

personal, family and household use. Retailers are business firms

which involves in offering goods and services directly to consumers.

The function of overlooking the wholesale and retail sector falls

under the supervision of the Ministry of Domestic Trade and

Consumer Affairs (MDTCA) through the Committee on Wholesale

and Retail Trade. The Committee was born in 1995 to control the

industry, including foreign participation in the sector. Authorization

for foreign companies to set up or opening wholesale or retail

operations locally or relocate the branches is needed from the

Committee.

5.1.2 Shape of Industry

The retail environment in Malaysia has been through a continuous

changes in the past 10 years. The retail division in Malaysia contains

a complicated blend of many changing forms of economic

behaviour and organization apparent such as hawkers, street

traders, small family business, wet and dry markets, night markets,

bazaars and supermarkets.

But the retailing in Malaysia was growing to be more mature.

Retailing industry is expanding as retailers with growing retail brands

in Malaysia offering a wider choices to consumers in both brands

and styles.


The Malaysian retail industry is floating with strong retail growth of

12.8% in 2007,the highest since 1992 while private consumption

spending grew at 11.7%. With slowdown economy and the

increasing prices of basic products, the consumers begin to limit

their spending as they facing financial difficulties.

5.1.3 Development of the Industry

After the recession hits the economy of Malaysia in year 2008 and

2009, 2010 finally has witnessed economic recovery. The purchasing

power is slowly growing of both local and international consumers

due to spending from pent-up, restricted, suppressed demand and

increasing tourist arrivals. Retailing had a healthy growth in 2010. But

with many uncertainties shadowing global economy, economic

environment still remained challenging. Thus, retailers resumed their

proceed their expansion plans in a moderate way, while consumers

spent cautiously.

Foreign retailers getting stronger reputation as the consumers

demanding more choices from retailing and getting more

international tastes. This has made the retailing in Malaysia more

competitive and saturated. GCH Retail, Tesco Stores, AEON Co and

Carrefour Magnificent Diagraph foreign retailers are rapidly growing

in Malaysia and replacing many local leading players in retailing. In

2010, The Store Corp, Econsave Cash & Carry, Parkson Corp were

the only three local players who in the top 10 list of value share.


5.2 The Marketplace

5.2.1 Current Market Condition

Women's apparel is one of the most competitive market place in

Malaysia. Majority of the foreign or international brands for women's

apparel market has established the business for very long time

compared to some of the local brands in Malaysia. This is a problem

to local fashion retail market when the foreign or international

brands have entered Malaysia's market.

The biggest fashion market in Malaysia is Bukit Bintang area as there

are several shopping centres located there and frequently visited.

Zara, GAP, Charles and Keith, Aldo, G2000, Topshop, MNG, Padini,

Forever 21, Pull and Bear, F.O.S, ESPIRIT and many more well known

fashion retailers are located in that area which is a busy consumer's

traffic.

Other than that, popular huge shopping complexes like Mid Valley

Megamall, One Utama, KLCC, Sunway Pyramid, The Gardens, The

Curve, IOI mall are good market place for the fashion industry. The

majority of the stores in the shopping malls are fashion retailer and

outlets and these malls are always packed with people during the

weekends and public holidays.

5.2.2 Changes in the Market Place

As the technology and electric media develop further, Malaysians

are slowly becoming more conscious about their appearances as

fashion trends is introduced to them easily by the advance

technology and surrounded by media in urban areas.


ZAWARA CHAPTER 6:

COMPETITIVE

SITUATIONS


6 . COMPETITIVE SITUATION

6.1 Direct Competitors

6.1.1 The PopLook

Poppy is thepoplook.com’s exclusive in-house label. Designed with

the young and fashionable in mind, each piece is carefully created

for the women of today.

GENRE Women Online Casual Apparel

Retailer

SIMILARITIES Apparel retailer which focuses

on casual wear

STRENGTHS Great expanded online

shopping and based in

Malaysia, high brand loyalty due

to frequent promotions and

sales.

WEAKNESS Weak execution of media such

as in television.


6.1.2 I AM JETFUEL SHOP

Since 2009, IAMJETFUEL has made trendy style easily accessible for a

great price. Singer, songwriter and founder, Yuna Zarai adds chic,

colourful Bohemian sensibility to her collection of womenswear,

blending fun and sophisticated into one cool collection. IAMJETFUEL

is founded in Subang Jaya, Selangor, Malaysia.

GENRE Women Casual Apparel Retailer


on casual wear

STRENGTHS Great expanded shopping and

based in Malaysia, as being

promoting by famous artist in

Malaysia that be icon for every

girls.

WEAKNESS The quality of product.


6.2 Indirect Competitors

6.2.1 Dian Pelangi

Home Industry was born in 1991 by Bpk Ir. Djamaloadin and Ibu

Hernani at Palembang, whereby their daughter was born, Dian

Wahyu Utani. To expanded their business, they moved Dian Pelangi

at Pekalongan on 2006. Started from mom’s desire to keep

Indonesia traditional wear, Dian Pelangi further in designing clothes/

But all her muslimah design is universal till non-muslim wearing it, it’s

still looking good and exclusive. Dian Pelangi’s special

characteristic is colourful fabric such as rainbow and originally

made from Indonesia.


GENRE Women Casual Apparel Retailer


on casual and exclusive wear

collection

STRENGTHS Unique identity of design which

by it’s designer’s trademark

WEAKNESS Only sale offline. Zero advertising

and resistance to low cost

market


ZAWARA CHAPTER 7:

SWOT ANALYSIS


7. SWOT ANALYSIS

7.1 Strength

• Tailor made using natural luxurious materials such as sateen

silk, chiffon silk, raw silk.

• The design is up-to-date and also limited as it’s tailor special

made.

• Fashionable and essentials

• Free size for Asian cutting and measurement

• High quality products at reasonable prices

• Comfortable vibrant products

7.2 Weakness

• Brand awareness is not strong enough

• People’s perception that think it’s expensive as not worth for

a simple blouse.

• Though it’s for high class.

• Advertising in printing and design not so powerful.

• Small, limited variety of clothing design.

• Outlet located at high class area

• Not all products have fixed Asian cutting measurement


7.3 Opportunity

• With using Augmented reality system, Virtual Mirror, customer

can try on the clothes from the comfort of their homes.

• People are aware of fashion trends and concern about their

appearances.

• It’s a local brand, Malaysians fashionista will be loyal to local

brands and achievements

• Aidilfitri season can boost their sales on Ayu dress as

traditional modern wear.

• Affordable and reasonable prices of the products.

7.4 Threats

• To many competitions among local and international fashion

leading brands.

• Too many non official online blog selling Zawara products

also.

• Fashion and apparel products are considered as a luxury in

Malaysia

• Some people do not prioritize appearances with fashionable

clothing product


ZAWARA CHAPTER 8:

STRATEGIC TARGET AUDIENCES


8. STRATEGIC TARGET AUDIENCE

8.1 Proposed Primary Target Audience

8.1.1 Demographics

AGE 20 – 25 years old

GENDER Female

EDUCATION College and higher

OCCUPATION Students to working professionals



GEOGRAPHIC LOCATION Urban, Suburban


PERCEPTION ZAWARA is affordable products

that simply design for every

woman to wear daily as casual

or working or to go the college

which the design is modest.


Blogger, Environmental factors

and Television.


MOTIVATION & NEEDS Essential clothing that is

affordable with high quality and

yet pleasurable in design

ATTITUDE & PERSONALITY Sensitive and passion in fashion

trends at the same time still

prefer to wearing something

simple yet elegance.

LIFESTYLE Casual, fashionable, mix and

match wear, modern.


8.2 Proposed Secondary Target Audience

8.2.1 Demographics

AGE 26 - 35 years old

GENDER Female

EDUCATION Working adult

OCCUPATION Housewives or working

professionals



GEOGRAPHIC LOCATION Urban, Suburban


PERCEPTION ZAWARA is easiest daily wear for

adult women that the fabric

quality is the best one among

other fashion brands and also

the chosen color is pastel and

soft.


Environmental factors and

Television.

MOTIVATION & NEEDS Affordable design with

reasonable price.


ATTITUDE & PERSONALITY Passion in working but yet still

want to have simple elegance

look for good impression.

LIFESTYLE Modern, busy working, casual.


ZAWARA CHAPTER 9:

RESEARCH DEVELOPMENT


9. RESEARCH DEVELOPMENT

9.1 Marketplace Research

9.1.1 ZAWARA outlet, Plaza Damas

The main entrance of ZAWARA outlet.

Cashier counter at front of outlet.


Elegance arranging clothes.


Helpful and friendly staff. They wrapped products nicely after

customer purchase for it.


9.2 Market Observation

ZAWARA is strange for most of the Malaysian especially when the

shop located at Plaza Damas, high class area. But they manage to

get customer via promoting on online medium.

Mostly customer came here is women average 20-35 years old.


Those are several Malaysian top fashion blogger with ZAWARA’s

product. This is how they promoting ZAWARA in blog.


9.3 Online Survey

9.3.1 Data of Respondents


9.3.2 The Findings


Perception towards ZAWARA


9.4 Interview

9.4.1 Person In Touched

Nur Fadilla Abd Karim

Designation : COO, Directors, MIRAGE Resources Sdn. Bhd.

Phone Number : +6 019 333 0787

Contact #1 : Email Communication

Details : Several questions had been asked through e-mail

communication. But then they Puan Dilla would help me by making

interview session face-to-face with making an appointment.

Check out following page for the conversation.


My question and email to them;

“On 21 July 2012 20:41, Tengku Tezuka

<[email protected]> wrote:

Helo and good day :)

My name is Tengku Izzati Aniyah Tengku Ismail, a final year

Advertising Design student at Multimedia University Cyberjaya, and

as for my final year project I've chosen Zawara as my subject

research. What got my interest in choosing your product is the fact

of clothes design, and strategy online marketing; Virtual Fitting

Room that completely puts Zawara in a unique stand against other

clothes and apparel in the market. So, I'm writing in here to inquiry

for more details. To make it short and easy, below is the point form

of my questions regarding the marketing and advertising

information of Zawara.

1. Business description - about what Zawara doing (retailing,

designing, manufacturing, advertising etc )

2. Key People - Name & designation ( Founder, CEO, local

manager, sales & marketing manager, PR, etc)

3. Brands, Major Products & Service

4. Corporate Vision & Mission

5. Current Promotional Strategy


6. Product sales history (if applicable)

7. Current Marketing Objective - for short term & long term (maybe

more outlets? Target of market share in the field?)

8. Media expenditure - advertising & promotional activities (social

network, radio broadcasting, flyers or any television commercial?)

9. Current target audience - age range & social status

10. Stakeholders - Characteristics or job database

11. External Stakeholders - (who in charge supply chain? Any

advertising agency? )

12. Main Competitors

I think these are the major questions which needs your assistance in

answering, I do hope these questions aren't intrusive to your

company's privacy. I understand if your department need time to

answer these questions, but may I know how can I get your

permission to take pictures on your outlets and product? Because

this activity requires the most time and is field work-based, I sicerely

need your permission as soon as possible to carry out this activity. I

will send copies of the survey results and the pictures taken when it

is compiled. Do I need to go to your boutique to get the permission,

and show the official letter ffrom my university? If so, may I go there

on either Sunday or Monday to obtain ther permission?


Above should be only the information I would like to know so far. I

hope that it won't be too much for you. Anyway, your assistance

and time for this email are highly appreciable.

Thank you! :)

My email, [email protected]

Phone number, +60 17 902 9825”


Contact #2 : Interview face-to-face session at MIRAGE resources,

Mrs. Dilla’s office.

Details : The same question had been answered after she read

through e-mail I sent to her. But some info can’t be telling much.

Mrs. Dilla’s office with several collection of ZAWARA product.

Me and Mrs. Dilla after interview session infront of her room.


9.5 Others

Methods and Technique

Several methods had been applied in order to get sufficient

information for better understanding and research development.

Other than internet resources searching, on ground research had

been done by visiting to the outlet store. I had also bought the

products for research purpose and trying to experience it from the

perspective of a consumer.


ZAWARA CHAPTER 10:

PREDECENT

STUDIES


10. PRECEDENT STUDIES

10.1 Advertising Strategy

10.1.1 Packaging and Labeling

Label tag.

Packaging after purchasing.


Receipt.

ZAWARA shopping bag.


10.1.2 Advertising

Simple interface of website.

Cover photo in facebook pages.


Cover photo in facebook pages.

Some of advertisement for promoting the outlet.


10.2 Precedent Studies

10.2.1 Print Ads

Sugarscarf, Malaysia number one online shopping.


Dian Pelangi concept outdoor photoshoot products.


thepoplook.com’s advertising.

Simple yet elegance ads.


10.2.2 Website design

Maysaa simple yet bold design.


I AM JET FUEL shop website.

Online magazine, updating latest style on I AM JET FUEL

shop website.


thepoplook interface design for purchasing product.


ZALORA advertising in website. (Banner)


EDZ website banner.


ZAWARA CHAPTER 11:

REFERENCES


11. REFERENCES

• ZAWARA’s official website, www.zawara.com

• ZAWARA’S facebook page,

http://www.facebook.com/ZawaraOnline

• ZAWARA’s twitter; @zawaraonline

https://twitter.com/zawaraonline

• Thepoplook, www.thepoplook.com

• Maysaa, www.maysaa.com

• IAMJETFUELSHOP, http://shop.iamjetfuel.com/magazine

• Google Malaysia Search Engine, www.google.com

• Wikipedia, The Free Encylopedia,

http://en.wikipedia.org/wiki/

• The Malaysian Textile Manufacturers Association (MTMA),

http://www.fashion-asia.com/page.cfm?name=aboutus

• Youtube, http://www.youtube.com


ZAWARA CHAPTER 12:

APPENDICES


12. APPENDICES

1. What is your age group?

• Below 17

• 18 - 24

• 25 - 31

• 32 – 38

2. Where do you live?

• Urban

• Suburban

• Rural

3. What is your occupation?

• Student

• Self employed

• Professional

• Others


4. What is your monthly income?

• RM 500 – RM 1000

• RM 1000 – RM 1500

• RM 1500 – RM 2000

• RM 2000 & above

5. Are you fashion lover?

• Yes

• No

6. Approximately, how much would you spend for your clothes?

• Below RM 100

• RM 100 – RM 200

• RM 200 – RM 300

• RM 300 – RM 400

• RM 400 and above


7. What type of fabric do you like to wear?

• Cotton

• Lycra

• Chiffon

• Satin

• Wool

8. What fashion style that you confidence the most?

• Simple

• Covering the awrah

• Stylish

• Modest

• Elegance

• Feminine

• Casual

9. Does brand matter to you?

• Yes

• No


10. Among these few brand,, which will you go for?

• IAMJETFUELSHOP

• Maysaa

• Zawara

• Hajaba

• DP by Dian

• Nurul Wonder Wardrobe

• Zalora

11. Have you ever heard of ZAWARA?

• Yes

• No

12. Where did you hear about ZAWARA?

• Newspaper

• TV, Radio

• Friends or relatives recommended

• Websites/Blog

• Social Media (FB, Twitter, Instagram)

• Magazines

• Never


13. Have you purchased any item from ZAWARA before?

• Yes

• No

14. If yes, what brings you to purchase ZAWARA product?

• Design of clothes

• Price

• Promotion

• Advertisement

• Trend

15. Have you visited a ZAWARA outlet before?

• Yes

• No

16. Are you aware that ZAWARA’s official website has VIirtual Fitting

Room?

• Yes

• No

17. If yes, have you ever try using Virtual Fitting Room before?

• Yes

• No


18. What can ZAWARA improve to achieve brand awareness?

• Advertising

• Promotion

• Branding

• Price

• Store Atmosphere

situation analysis about zawara

Documents