DESIGNED FOR FIT, LOVED FOR STYLE!

MEME
DISCLAIMER: THE CONTENT OF THIS PRESENTATION IS
CONFIDENTIAL - ONLY TO BE SHARED WITH THE MEME TEAM,
IOBM PROJECT TEAM, AND RELEVANT INDIVIDUALS WORKING
FOR THE PROJECT
 OUR PROJECT TEAM

MUHAMMAD
MADHU KUMARI ZAID
SAQIB
AKHTAR
VASWANI YASEEN
ANSARI
20161-20432 20201-28320
20221-32062

International Sales Sales &

Business Man
Executive Marketing
Manager

TURAB
KOMAL
RAZA
GULZAR
20141-16980
20221-32414
Operations
Student managers
 PROJECT
FACILITATORS

MR. SYED ABDULLAH ASRAR SIR FAROOQ AHMED SHAIKH MR. AFFAN NASIR
MARKETING MANAGER COURSE FACILITATORS RETAIL OPERATIONS MANAGER
 TABLE OF CONTENT
01 ABOUT INDUSTRY
02 ABOUT COMPANY

Industry Overview company background

Key Players Product Portfolio
Competitors Geographical presence
landscape Digital Media Presence

03 MARKET RESEARCH 06 ACTION PLAN

Research Objectives Digital Landscape analysis

Research Methodology Digital media ideas &
Primary Research: suggestions
Consumer Survey In-mall advertising
Retail Survey strategies
focus Group
IDIs
INDUSTRY ANALYSIS
 Industry Overview
Pakistan has a vibrant and diverse retail clothing industry with both local and
international brands catering to various tastes and preferences. Rural and
urban have significant accessibility of all well-known local brands such as
Gulahmed, Alkaram, Khaadi, etc
In apparel People do shopping from Exclusively Branded, Exclusively
Branded, Both Branded and Unbranded. In depth review has been done by
Ipsos consumer book. As per the survey its concluded in terms of gender,
rural vs urban and Socio Economical Class for there preferences in local
brands.
A COMPARATIVE ANALYSIS: URBAN VS RURAL

URBAN

RURAL
 PROVINCIAL RETAIL LANDSCAPE:
EXPLORING THE POTENTIAL OF BRANDED,
UNBRANDED, AND MIXED SHOPPING
EXPERIENCES
MEME VS KEY PLAYERS : WOMEN
MEME VS KEY PLAYERS : MEN
MMEME VS KEY PLAYERS : KIDS - BOYS
MEMEME VS KEY PLAYERS : KIDS - GIRLS
 COMPETITOR LANDSCAPE

PAKISTAN’S FASHION INDUSTRY IS VAST AND CHANGING AS PER CUSTOMER NEED.

FOR MEME THERE ARE SEVERAL COMPETITORS ALL OVER PAKISTAN.

Direct
Competitors
Outfitters
In-Direct
Lama Competirors
Salt
Breakout
DINERS
Almas KHAADI
Furor SAPHIRE
JUNAID JAMSHED
ETC
 COMPANY
BACKGROUND
MEME IS A GLOBAL CLOTHING BRAND CREATED AND DESIGNED IN
BARCELONA, SPAIN.

It is the address where individuality is dressed. Where confidence

is expressed. Where the free-spirited, the adventurous, and the
passionate discover fast fashion that’s fashion-forward.

MEME THEORY

MEME is built for the forever young whether it be by heart or soul.

MEME is all about expressing yourself and showcasing your
creativity,
TRENDY.
EMPOWERING.
PASSIONATE.
HIGH QUALITY FABRIC.
COLORS.
GRAPHICs.
 MEDIA
PRESENCE
 MEME
Social Platforms:

Facebook: 145k Likes & 146k

Followers.
Instagram: 44.3k Followers.
Tiktok: 44 Followers.
Youtube: none
Snapchat: none
Linkdin: 280 Followers
 •Meme overall media presence

Meme posts on facebook: Every day or after a

brief. Meme share fashion-forward posts on
Facebook featuring models showcasing the brand's
clothes. However, we're looking to infuse a more
captivating and intriguing vibe into these posts to
truly engage and excite our customers.

Meme posts on Instagram: Meme is posting only

product related posts on instagram after every day
or two. Secondly the offers are not that much
attracting that they can make the customers
excited or engaged. Overall instagram is not that
attractive.
 OUTFITTERS
Social Platforms:

Facebook: 2.6m Likes & 2.7m

Followers.
Instagram: 1.4m followers.
Tiktok: 2170 Followers.
Youtube: 4.95k subscribers
Snapchat: yes
Linkdin: 500+Followers
•Outfitters overall media presence

Outfitters posts on facebook: Outfitters is

updating the post every day even two to three
posts in a day as well. The overall facebook page is
attractive they have deals on and showcasing
them in a right way that they get more customer
engagement. They are more into customer
centered side.

Outfitters posts on Instagram: Outfitters'

Instagram is irresistibly appealing, brimming with
numerous sales and deals that captivate customer
interest. The overall profile boasts a flawless
theme, enhancing the allure of their offerings.
 SALT
Social Platforms:

Facebook: 324k Likes & 325k

Followers.
Instagram: 21.2k Followers.
Tiktok: 26.4k Followers.
Youtube: 129 subscribers
Snapchat: no
Linkdin: yes
 •Salt overall media presence

Salt posts on facebook: Salt is updating four to

five post every day and all there posts are of sale
because of winters. They are attracting more
with customers because almost every person is
looking for sales now adays and that why they
are showing that to grab more customers
interest and make the conversions. Overall
facebook of salt is attractive and catchy.

Salt posts on Instagram: Salt is following a

simple but catchy post by combining and making
them as a cover to make it more noticeable.
Overall they are showcasing there products as
well as informing the customer about the
ongoing sale.
 BREAKOUT
Social Platforms:

Facebook: 1m Likes & 1m

Followers.
Instagram: 636k Followers.
Tiktok: 1019 Followers.
Youtube: 31 subscribers
Snapchat: yes
Linkdin: 10k followers
•Breakout overall media presence

Breakout posts on facebook: Breakout keeps

it fresh with one daily update on Facebook,
focusing on showcasing new collections
through stylish models sporting their jackets
or hoodies, rather than highlighting sales or
deals.

Breakout posts on Instagram: Breakout

treats you to a daily Instagram post, no sales
or deals. Instead, they showcase premium
collections worn by models, affirming the
exclusivity of their non-sale.
 LAMA
Social Platforms:

Facebook: 103k Likes & 112k

Followers.
Instagram: 1.9m Followers.
Tiktok: 59.8k Followers.
Youtube: 924 subscribers
Snapchat: no
Linkedin: 21k followers
 •Lama overall media presence

Lama posts on facebook: Lama stays in the loop

with a daily Facebook update, opting for a
different approach by spotlighting their latest
collections through fashion-forward models
donning jackets or hoodies. Their emphasis is on
style rather than pushing sales or deals in their
social media posts.

Lama posts on Instagram: Lama delights its

audience with a daily Instagram post, steering
clear of sales or deals. Instead, they present
exclusive premium collections modeled by stylish
individuals, reinforcing the unique and non-sale
nature of their offerings.
 RESEARCH
OBJECTIVES
BRAND AWARENESS
BRAND LOYALTY IN GEN Z
CONSUMER EXPERIENCE CYCLE
UNDERSTANDING DIGITAL
LANDSCAPE
 Qualitative Objectives

To Understand the attitude of the

consumers towards the brand MEME

To understand the digital landscape,

the platforms, content types, and
engagement strategies that would
resonate with the target audience.

To understand the key drivers and

inhibitors for the Category.
To understand the sleepwear category
of prevalent brands in competition
with the high-end market

To understand the market, consumer

behavior, and competition to ensure
MEME's sustained presence.
 Quantitative Objectives

To determine the purchase intention

of existing category users after the
product trial.

To measure brand awareness, brand

loyalty cultivation among GEN Z
consumers, and the implementation
of experiential marketing tactics for
MEME
TARGET AUDIENCE

DEMOGRAPHICS RECRUITMENT GEOGRAPHY

CRITERIA

·Men & Women 14 to

49 years old. Young Adults (Those ·Karachi -Sindh
· GEN Z (1997- 2012) - who are University Region
Primary Target students, fashion-
Audience conscious, urban
·Sec B1, B2 & C dwellers)
CUSTOMER
SURVEY
GENDER
L ES 56
A .
M
E

8
F

%
3%

M
AL
43.

ES
AGE RANGE Below 18 years
36-45 years 10.7%
9.7%

26-35 years
24.8%

18-25 years
50.9%
 OCCUPATION
30%
40%
50%

10%
20%

0%

St
ud
en
t
Ho
m
e
Em m
pl ak
oy er
ed
-
pa
rt
Em t im
pl e
oy
ed
-
fu
ll
t im
e
Se
lf
em
pl
oy
ed
INCOME
RESIDENCE
SOCIAL MEDIA
USAGE
 CURRENT
PREFERENECES &
SHOPPING STATUS
UPDATE OF
CUSTOMERS
 HOW FREQUENTLY
CUSTOMER MAKE
WESTERN PURCHASES
 REASON OF KNOWING ABOUT GO-TO WESTERN
BRAND
INFLUENCER
RECOMMENDATION 6.3% THROUGH WOM

THROUGH DISCOUNTS AND

11.4% PROMOTIONS ON SOME 36% THROUGH ONLINE ADS
OTHER WEBSITE

THROUGH SOCIAL 2.2% THROUGH TV

22.1% COMMERCIALS
MEDIA ADS

4.4% OTHER
DO CURRENT TRENDS OR PREFERENCES
AFFECT PURCHASE DECISIONS?
 TRENDS AND PREFERENCES THAT INFLUENCE THE PURCHASE
DECISION:

AESTHETIC 0R DESIGN PREFERENCES

11.3%
POPULARITY
28.5%

CELEBRITY ENDORSEMENTS
2%
PRICE
48.8% THE COLOSR & STYLE
9.3%
ANY WESTERN WEAR ADVERTISEMENTS CUSTOMERS
CAME ACROSS IN RECENT TIMES?

59.3% 40.7%
WHAT CUSTOMERS NOTICE FIRST THAT HELPS IN THE
DECISION OF ENTERING THE STORE OR NOT?
 FACTORS THAT MAKE CUSTOMERS
MORE OR LESS PRICE SENSITIVE:
PRODUCT
ECONOMIC QUALITY AND
FACTORS - PERFORMACE
INCOME
BRAND ETC
LOYALTY

40.4%
ALL OF

23.7%
THEM

22.1%
8.5%
OTHER
4.1%
1.2%
ESTIMATED < 2000
4000
TO 6000
MONEY pkr PKR

SPENT ON
WESTERN 2000 TO 8000 TO
4000 15000
SHOPPING: PKR PKR

6000
>15000
TO 8000
PKR
PKR
 16.7% 52.7% 9.8% 13.2% 6% 1.6%

ONLINE RECOMMENDATIONS IN-STORE VISIT READING ALL OF THEM OTHER

RESEARCH & FROM FRIENDS ABD FOR PRODUCT PRODUCT REVIEWS
COMPARISON FAMILY INSPECTION & RATINGS

STEPS CUSTOMERS TAKE

BEFORE MAKING A PURCHASE
 HOW CUSTOMERS SEARCH TO SHOP FOR A PRODUCT
ONLINE?
SEARCH ENGINES

SEARCH ON THE PREFERRED ONLINE SHOPPING WEBSITE

LOOK FOR REVIEWES ONLINE OR ON SOCIAL FORUMS

ASK FOR REFERRAL

0% 10% 20% 30% 40% 50%

CONSUMER’S PREFERENCES &
IMPORTANT FACTORS FOR
PURCHASES
 OTHER
PRICE & DISCOUNTS
0.8%
19.4%

ABILITY TO PHYSICALLY INSPACT THE PRODUCT

5.4%

SHIPPING OR DELIVERY ADDRESS

6.1%

CONVENIENCE & EASE OF PURCHASE

FACTORS THAT
62.9%
INFLUENCE THE CHOICE
BETWEEN ONLINE &
OFFLINE PURCHASES:
 EXTREMELY IMPORTANT IMPORTANT NEUTRAL
SLIGHTLY IMPORTANT LEAST IMPORTANT

AFFORDABLE PRICE

IMPORTANCE
LATEST COLLECTION OF THESE
FACTORS FOR
HIGH QUALITY BECOMING
BRAND LOYAL:
IN-STORE EXPERIENCE

WOM

0% 10% 20% 30% 40% 50% 60% 70%

 CURRENT
CUSTOMER
STATUS
 LAMA RETAIL

WHICH BRANDS MEME

CUSTOMERS ARE OUTFITTERS & OTHER

BREAKOUT

CURRENTLY OUTFITTERS & BREAKOUT

PURCHASING OUTFITTERS, LAMA & BREAKOUT

OUTFITTERS, LAMA, BREAKOUT, OTHER

FROM? MEME & OUTFITTERS

OUTFITTERS

0% 5% 10% 15% 20% 25% 30% 35%

40%

ON A SCALE OF 1-5 HOW

30%
LIKELY CUSTOMERS WILL
PURCHASE FROM THE
20% CHOSEN WESTERN BRAND
AFTER TRIAL?

10%

0%
LY

LY

LY

LY
RA
KE

KE

KE

KE
UT
LI

LI

LI

LI
UN

UN

NE

RY
VE
RY
VE
FACTORS THAT INFLUENCE BRAND LOYALTY
AND REPETITIVE PURCHASE BEHVAIOR
 THE PRODUCT DESCRIPTION ON THE WEBSITE

MOST IMPORTANT
11% LESS IMPORTANT
16.1%

NEUTRAL
8.8%

IMPORTANT
61.6%
 MOST IMPORTANT
13.2%
NEUTRAL
7.9%

REVIEWS ON ONLINE WEBSITE

IMPORTANT
71.6%
NO
T

30%
40%
50%

10%
20%

0%
IM
PO
RT
AN
LE T
SS
IM
PO
RT
AN
T

NE
UT
RA
L

IM
PO
RT
AN
M T
O
ST
IM
PO
RT
AN
T
MEDIA
REVIEWS ON SOCIAL
 0.0% 10.0% 20.0% 30.0%

MOST IMPORTANT 38.8%

IMPORTANT 30.9%

NEUTRAL 16.1%

LESS IMPORTANT 13.6%

CUSTOMER
NOT IMPORTANT 0.6%
SUPPORT
M
O
ST

50%

0%
20%
60%

40%

10%
30%
IM
PO
RT
AN
T

IM
PO
RT
AN
T

N
EU
TR
AL
LE
SS
IM
PO
RT
AN
T
N
O
T
IM
PO
RT
AN
T
STORE
ADVERTISING BY THE
M
O
50%

0%
20%
60%

40%
70%

10%
30%

ST
IM
PO
RT
AN
T

IM
PO
RT
AN
T

N
EU
TR
AL
DELIVERY TIME

LE
SS
IM
PO
RT
AN
T

N
O
T
IM
PO
RT
AN
T
 PAYMENT MODES
LESS IMPORTANT
12.9%

NEUTRAL
10.1%

MOST IMPORTANT
55.6%

IMPORTANT
20.8%
60%

50%
WEBSITE
40%
INTERFACE -
30% EASE OF
20% NAVIGATION
10%

0%

AL
T

T
T

T
AN

AN
AN

AN
TR
RT

RT
RT

RT
EU
PO

PO
PO

PO
N
IM

IM
IM

IM
ST

T
SS

O
O

LE

N
M
 VARIETY OF PRODUCTS
0.0% 20.0% 40.0%

MOST IMPORTANT 59.0%

IMPORTANT 29.7%

NEUTRAL 8.2%

LESS IMPORTANT 2.5%

NOT IMPORTANT 0.6%

RETURN NEUTRAL
NOT IMPORTANT
0.9%
8.2%
POLICY

IMPORTANT
29.7%
MOST IMPORTANT
57.7%
CUSTOMERS AWARENESS ABOUT
MEME BRAND
YES NO

48.8% 51.2%
 HOW CUSTOMERS PREFER
TO KNOW ABOUT MEME
INFLUENCER MARKETING
21.8% ONLINE ADS
23%

THE WEBSITE ITSELF

4.8%

BLOGGERS
3.8%
TV ADS
3%

EMAIL
43.7%
 EXPENSIVE
4%

PERCEPTION OF
MEME PRICING
AS COMPARED SLIGHTLY EXPENSIVE
33.3%

TO OTHER AFFORDABLE

BRANDS 58.7%
 0%
20%
80%

60%

40%
SO
C
IA
L
M
ED
IA
FR
IE
N
D
S
&
FA
M
IL
Y
VI
SI
T
TO
M
AL
L
AD
VE
RT
IS
EM
EN
TS

SE
O

O
TH
ER
HOW DID
CUSTOMERS

ABOUT MEME
FIRST LEARN
 HAVE YOU HEARD
ABOUT MEME (WOM)?

87.3% 12.7%
YES! 89.3%

IS IT EASY TO FIND
THE FASHION WEAR
NO! CUSTOMERS WANT TO
FIND AT MEME

10.7%
 THE EASE AND EFFICIENCY RATE OF
ONLINE CHECKOUT PROCESS OF
MEME:
VERY EASY
2.9%

EASY
29.3%

DIFFICULT
53.7%

NEUTRAL
13.2%
LIKELINESS OF CUSTOMERS CONTINUE
SHOPPING FROM MEME
80%

60%

40%

20%

0%
VERY LIKELY LIKELY NEUTRAL UNLIKELY VERY UNLIKELY
 0.0% 20.0% 40.0% 60.0% 80.0%

SOMEWHAT LIKELY 84.4%

VERY UNLIKELY 7.8% HOW LIKELY

CUSTOMERS ARE TO
SHIFT TO ANOTHER
VERY LIKELY 4.9%
BRAND IF PRICE OF
MEME INCREASES?
NOT VERY LIKELY 2.9%
EXPERIENCE SHARING REGARDING
MEME PRODUCT BUYING & TRIAL:

NO --- 50%%
YES --- 12.5%
IT WAS A GOOD EXPERIENCE --- 12.5%
THEY DO NOT HAVE ENOUGH SIZES & MOSTLY ALL THEIR
DESIGNS & EXPENSIVE --- 12.5%
NOTHING OUTSTANDING IN PRODUCT RANGE, AN AVERAGE
LINEUP --- 12.5%
 KEY FINDINGS
Audiences are likely to use Instagram, Facebook, and
Snapchat. However, they are more likely to use YouTube. So
frequent ads and promotions are needed on these platforms.
Customers like to know about Western brands through social
media ads and influencer recommendations.
Customers are most influenced by the price and popularity of
the brand.
Customers first notice the storefront and window
arrangement of the entrance, store display window, and
promotional signs at the store.
Customers take recommendations before making purchases.
They first search for the product on search engines & website
itself.
 KEY FINDINGS
Brand loyalty factors are affordability, the latest collection & high
quality.
Most of the audience was not aware of the MEME brand.
Nonusers want to know about MEME through emails, online ads,
and influencer marketing
People consider MEME price affordable but some consider it
slightly expensive as well.
Positive reviews include High WOM and easiness of finding
products easily at the store.
Customers find the Online checkout process difficult to operate.
If the price of MEME increases the users are somewhat likely to
shift towards another brand.
FOCUS GROUP DISCUSSION
FASHION COLLECTION
Understanding Preferable Brand And
Digital Media Usage
Consumer experience
& loyalty
PRICE
 SHOPATMEME
MEME Awareness
Level
& Promotion

#WESTERNWEAR
PRE-ORDER
Consumer Awareness & Preference for
Sleepwear & Activewear.
Q16. If yes, What marketing and promotion channels do you think MEME should utilize to effectively
divert customers towards its cost-effective alternatives?

Suggestions included emphasizing the brand's balance between quality and

affordability compared to higher-priced brands.
Strategies involved influencer-led campaigns, collaborations, and 'Comfort
in Style' promotions to highlight comfort and style in sleepwear.
For activewear, collaborations with athletes or influencers and showcasing
functionality were recommended.
Other proposals encompassed user-generated content engagement,
targeted advertising, and limited edition collections.
Additionally, suggestions were made to utilize mall banners for increased
visibility in high-traffic areas.
Q17.Would you recommend the MEME brand? Also, do you have any suggestions on how can
MEME work to build its awareness more like its competitor in the market?

Recommendations included running contests, showcasing success stories, and

creating behind-the-scenes content to illustrate clothing versatility.
Additionally, suggestions for interactive social media campaigns,
collaborations, and improved social media presence emerged, aiming to target
younger demographics.
Consumers highlighted the need for improved sizing options, energetic store
staff, and increased hype for MEME.
While many expressed a likelihood to recommend MEME, the brand’s online
marketing, and visibility were seen as areas for improvement to match
competitors.
 NON-USER
Purchase

OF MEME
consideration
and promotion
 PHOTOSHOOT

Consumer
Awareness &
SPRING SUMMER

COMING SOON
Preference
for Sleepwear
and
Activewear
 Consumer Engagement in Modern Fashion Wear:
•100% regular usage, with 66.66% making monthly purchases, indicating

KEY strong and consistent interest.

•Age and setting-based trends observed, with 57% of individuals aged 14-
25 wearing in university settings and 56% aged 23-33 incorporating it into

TAKEAWAY office attire.

Gender-specific Preferences in Fashion Wear:

USER: •Men prioritize functionality and comfort, while women explore

sophistication, trends, and comfort.
•Key influencers in purchase decisions for both genders include fits,
quality, and brand image.
 Digital Media Influence on Brand Preferences:
•45.8% discover favorite brands through influencers, 37.5% through word-of-mouth.
•Instagram dominates as the primary platform (72.9%), with TikTok and Instagram influencer
content significantly impacting buying decisions (70.8%).

Consumer Experience and Loyalty in Fashion Retail:

•Respondents prioritize appealing storefront displays (72.9%) and are significantly drawn to
sales promotions (62.5%).
•Loyalty is maintained through a balance of value for money, quality, comfort, and the
appeal of the latest collections.

Consumer Price Prioritization:

•Consumers unanimously prioritize price, with 64% allocating 6000 to 8000 PKR monthly,
showing adaptability to market changes.

MEME Brand Awareness and Influence:

•68.70% actively engage with MEME's social media content, recalling impactful promotions
like the Black Friday sale.
 •Consumer Awareness of MEME Sleepwear & Activewear:

•73% were initially unaware, discovering these offerings through physical stores (27%)
and online platforms.
•Varied marketing strategies suggested, including influencer-led campaigns,
collaborations, and promotions emphasizing comfort and style.

•Brand Enhancement Strategies for MEME:

83.33% provided varied suggestions for enhancing MEME's brand awareness,

including running contests, showcasing success stories, and creating behind-the-
scenes content, targeted ads.
•Improving in-mall presence, energetic store staff, and increased online marketing
highlighted as areas for improvement to elevate MEME's appeal.
 KEY TAKEAWAYS FROM NON USERS OF MEME:

•Brand Preferences in Modern Fashion:

•Majority (80%) favor Outfitters and Breakout, with 47% showing interest in Eden Robe and Diner's,
indicating a preference for well-established brands over MEME.

•Digital Content Influence:

•67% acknowledge influencer posts and dynamic video formats on Instagram and TikTok, underlining
the sway of influencer-driven content in brand awareness.
•29.1% emphasize broader social media engagement, indicating the significance of a comprehensive
online presence.

•Purchase Consideration Factors:

•52% prioritize recommendations, with word-of-mouth referrals and alignment with personality
being crucial factors.
•60.1% stress the importance of affordable pricing, online reviews, and value for money, showcasing
distinct considerations compared to MEME users.
 •Exploration of New Brands:

•Variety, quality, appealing designs, and positive in-store experiences are significant
factors encouraging the exploration of new brands among non-users.

•Sleepwear and Activewear Preferences:

•Comfort is a primary consideration for sleepwear, with specific preferences for soft,
breathable fabrics and loose-fitting designs.

•Buying Habits for Sleepwear and Activewear:

•21% make monthly purchases for style updates, while 63% buy every three months,
prioritizing durability and budget considerations.
•On the other hand, 33/48 favor local city places for their convenience, varied styles, and
budget-friendly options.
•68.7% prioritize brand-specific features and express openness to exploring new brands
with robust awareness and social media influence if they offer similar options at a more
economical choice.
 •Suggestions for MEME Brand Improvement:

•58.3% provide diverse ideas to boost MEMEs in mall visibility, as

well as interactive social media campaigns and influencer and
celebrity collaborations, running sponsored ads targeting
younger demographics.
•41.66% refrain from offering suggestions due to unfamiliarity,
indicating a potential need for increased exposure and
awareness-building efforts by MEME.
IN-DEPTH INTERVIEWS

INTERVIEWEE:
SHAMAIL HUSSAIN
HAMZA AKHTAR
IBAD SIDDIQUI
SAAD MAJEED
ARMAGAN KHAN
MOBASIR VOHRA
SHIZA ALI
MARWI REHMAN
MOMINA SIDDIQUI
SHAZIA OSAMA
KEY FINDINGS

Most of them are Outfitters users.

Those who are Meme users they are
dissatisfied with either the sizes, pricing and
trendy styles upgrade.
Others are customers of lama, breakout, salt
& again outfitters for its wide range and
varieties.
Some of them were not even aware of MEME
brand.
 Retail Survey
WE HAVE VISITED ALL KARACHI MALLS OF
MEME, LAMA, OUTFITTER, AND SALT BY GUL
AHMED

MEME HAS 3 OUTLETS

OUTFITTER HAS 13-14 OUTLETS

SALT BY GULAHMED HAS 2 OUTLETS

LAMA HAS 1 OUTLET

 RETAIL SURVEY
OBSERVATION
OBJECTIVE: TO CONDUCT A COMPREHENSIVE ASSESSMENT OF THE PRESENCE AND PERFORMANCE OF MEME WESTERN CLOTHING BRAND IN SELECTED RETAIL OUTLETS.

MAJOR CONSTRUCTS QUANTITATIVE STATISTICS INFERENCE FROM KEY INSIGHTS (MEME)

Eye catching
Brand In larger malls with multiple floors or complex layouts, customers might need to navigate through different sections
Visibility and or levels to locate such as dolmen mall clifton. However, Meme often aim for prominent locations within malls
Easy accessible
Placement: specially near or beside the competition to ensure customers can find them conveniently

Sufficient Men/Women inventory is enough to meet customer demand and maintain a balance between sufficiency and
= 80% excess
Inventory Levels
Not available = - Very less inventory for kids
and Availability:
0%
Excessive = 20%

Congested The layout is usually organized to allow customers to navigate through the store with ease, providing ample space
Personal Space
Spacious between displays and aisles. During peak times or special events, larger outlets or flagship stores might see more
and Traffic Flow
foot traffic. On average as the transactions is around 40-150 purchases per day for tariq road.
 OBSERVATION

MAJOR CONSTRUCTS QUANTITATIVE STATISTICS INFERENCE FROM KEY INSIGHTS (MEME)

Appealing
= 40% NO Aroma found , Music issue and its very low vibe as the targeting market is Genz.
Colors and
Sufficient = 50% Need to rework on the lightning aswell
lightning
Bad = 10%

Attractive =
Store Environment 23% Most of the respondents gave positive response however, they said the environment is mediorcre as compared to
and Good = 75% the competitors
Presentation Bad = 2%
 RETAIL STORE INSIGHTS
OBJECTIVE:

TO CONDUCT A THOROUGH ANALYSIS OF SALES TRENDS

FOR OUR MODERN FASHION WEAR BRAND ACROSS
SELECTED RETAIL OUTLETS. THIS ASSESSMENT WILL
INVOLVE IDENTIFYING POPULAR PRODUCT CATEGORIES,
EVALUATING PRICE RANGES, AND ANALYZING GENERATED
REVENUE. ADDITIONALLY, WE WILL ASSESS INVENTORY
LEVELS AND GATHER INSIGHTS INTO CUSTOMER
PERCEPTIONS OF VALUE FOR MONEY.
 RETAIL STORE INSIGHTS
MAJOR CONSTRUCTS QUANTITATIVE STATISTICS INFERENCE FROM KEY INSIGHTS (MEME)

Mixed placement of all section

Mens Section = 35%
Labeling should be prominent for sections/categories.
Store Women Section = 45%
Kids wear positioning was in the last section. Many will ignore it first sight, or if someone is coming for the kids then he has to pass
Layout Kids Section = 20%
whole store.
Very less Accessories and undergarments are not positioned well in both sections

Engaging = 16%
Very less staff to engage any customer
Customer Interaction/ Sufficient = 77%
Didn’t seem very much energetic as compare to other brands staff and no motivation found in customer dealing
Engagement Dull = 7%

Outfitter/LAMA/SALT main competitor

On average Staff are 15-20. Females were almost equal compare to Males sales person. Where as in Meme (Tariq road) only 2-3
female staff, rest 10-11 persons are male.
Sales staff should be energetic and welcoming, but Meme staff in didnt found much interacting with the clients or guiding them
Staff Engagement: 40%
regarding the products.
Store Feel: 30
Competitor Good aroma/Vibrant colors/ Music
Accessories:30%
Comparison Competitor Staff were welcoming and energetic. There own staff movement is very much in the store, which shows they are quite
busy.
SALT is using Quality trims in there garment, which shows they are also not comprimising on the fabric quality. Expesinve brands
like YKK/SAB etc
- Everyone have upselling accessories for Men/Women/Kids such as watch, belts, caps footwear, etc. Meme is only having
undergarments.
MAJOR CONSTRUCTS QUANTITATIVE STATISTICS INFERENCE FROM KEY INSIGHTS (MEME)

Product placement need to reorganize. As Men/Women are going side ways, then they should keep kids as well in the
Hanger Shelves = 50%
sides instead of the last section.
Display Racks = 35%
Product Placement Meme have kids/men/women wear , which they can easily upsell to all the walkin customers
Mannequins = 15%
Visual Merchandising needs to be increased
Proper tagging is required. Sleepwear,active wear are not prominent to customer much.

No other than undergarments.

Cross Selling Yes/ No
Need to add many things to upsell and make more sales
Opportunities

Yes/ No
Visual Merchandising Visual merchandising is not placed much.

Summer/ Winter Seasonal Variation in all 3 category is available timely.

Seasonal Variations
 CONSUMER INSIGHT FROM RETAILER
OBJECTIVE: TO CONDUCT A THOROUGH ANALYSIS OF SALES TRENDS FOR OUR MODERN FASHION WEAR BRAND ACROSS
SELECTED RETAIL OUTLETS. THIS ASSESSMENT WILL INVOLVE IDENTIFYING POPULAR PRODUCT CATEGORIES, EVALUATING PRICE
RANGES, AND ANALYZING GENERATED REVENUE. ADDITIONALLY, WE WILL ASSESS INVENTORY LEVELS AND GATHER INSIGHTS
INTO CUSTOMER PERCEPTIONS OF VALUE FOR MONEY.

MAJOR CONSTRUCTS QUANTITATIVE STATISTICS INFERENCE FROM KEY INSIGHTS (MEME)

Least Expensive T shirt Basic shirts for Men/Women are with very attractive prices and more running item.

Men Jackets / Women

Men Leather Jackets - Rs. 12490/-
Most Expensive Tracksuite
Women Track Suit Rs. 10,190/-

Most selling Basic items Basic T-Shirts - Rs. 2390 for 2 Pcs
Womens Spagheti Rs. 1090/-
Yes 100%
Value for money

Afternoon 13% Afternoon- 200

Footfall Evening 38% Evening- 500
Night 46% Night 600
 CONSUMER INSIGHT FROM RETAILER

MAJOR CONSTRUCTS QUANTITATIVE STATISTICS INFERENCE FROM KEY INSIGHTS (MEME)

- Seasonal/Festival promotions are always there with discount.

- New arrival Promotions
Brand preference Outfitter/Lama/ Salt by Gulahmed - More appearance on digital
- More varieties in products

Brand switching (promotion Yes 100%

Brand switching can be enhanced if consumer can recall the brands name. This happens when marketing is done good through TVC, etc
effect)

As per Retailers, TVC and other advertisement enhance sales multiple times.
TVC Impact = 50%
Upto 50% of the respondents believe TVC has a direct relation with impact on brand sales.
Celeberity = 49%
TVC/ Celebrity impact 49% of the retailers believe that celebrity endorsement aids the decision making process. Alot of emphasis is also directed towards
Do not know = 1%
explaining and promoting the USPs of the product
1% believe there is no impact of branding etc
 RETAIL SURVEY SUMMARY
AREAS FOR IMPROVEMENT:
STRENGTHS:
INVENTORY POSITIONING IN STORE FOR KIDS SHOULD BE
BRAND VISIBILITY
INVENTORY MANAGEMENT REDESIGN.
STORE LAYOUT AMBIANCE ENHANCEMENTS
SEASONAL VARIATIONS ADDRESSING CONCERNS RELATED TO AROMA AND MUSIC
WELL-LABELED SECTIONS OPTIMIZING THE STORE LAYOUT
IMPROVING STAFF ENGAGEMENT
REFINING PRODUCT PLACEMENT
EXPLORING CROSS-SELLING INITIATIVES
STRATEGICALLY PLACING VISUAL MERCHANDISING ELEMENTS
WEBSITE FACEOFF &
BUILDING:
 FINDINGS:
The main page is dull not catchy or updated with the
latest events.
Clothes are shown on unattractive faceless models
with little to no trendy combo.
No VIEW ALL option
Activewear is dull and lacks a variety
There is no men's activewear.
The sleepwear category again lacks variety and
collection.
ACTION
PLAN
FOR
MEME COLL

SUAL

ECTI
ON
CA
LEVERAGE THE POWER OF USER-GENERATED
CONTENT (UGC) FOR CONVERSION:

Selfie Age Advantage:

Capitalize on the prevalent trend of outfit selfies.
UGC Conversion Boost:
UGC is 5x more likely to convert customers.
Micro-Influencer Approach:
Transform customers into micro-influencers.
Dedicated Hashtags:
Create brand-aligned hashtags for user selfies.
Incentivize with Contests:
Host giveaways and contests for UGC creation.
Rewarding Participation:
Treat customers as micro-influencers with discounts.
Feature on Official Platforms:
Showcase curated UGC on official social media accounts.
Influencers Gonna
Influence
A step above content created by customers is the domain of Influencers. Brands bring
these popular industry figures and trendsetters to share their latest product lines.

Influencers like Irfan Junejo can be invited to Meme's stores, where they will be
launching a new line under his name. for them to increase conversions. Make one
influencer as a brand personality but keep in mind that he or she fits with the brand
image.

This strategy gives the clothing brand access to an already established and relevant
audience, boosting its exposure in the fashion world.

Pura Vida Bracelets does this perfectly.

They have a whopping 80,000 influencers (known as “Pura Vida Reps”) who regularly
run marketing campaigns in exchange for free bracelets. This costs the brand next to
nothing compared to the returns.

·Create limited-edition collections, Influencer named collection or offer exclusive

discounts during peak shopping seasons.
AYEZA KHAN - 13.6M
 Retarget Website
Visitors With
Instagram Ads
Ne v e r
lo se
yo ur
st y le
TARGETS PEOPLE WHO’VE BEEN LOOKING AT THEIR WEBSITE
AND SERVES THEM UP EYE-CATCHING ADS IN THEIR FEED TO
SAY, “HEY, REMEMBER US? YOU LIKED OUR STUFF WHEN
YOU WERE ON OUR SITE, SO HERE’S SOME MORE!”

TO USE TARGETING, YOU IDENTIFY PEOPLE WHO HAVE

VISITED YOUR WEBSITE WITHOUT PURCHASING AND SEND
RELEVANT ADS TO THEM VIA THEIR INSTAGRAM OR SOCIAL
FEED. SIMPLE (BUT A BIT TECHNICAL).
Instagram
Story
Swipe Ups:
Emergence
of New
Feature
 Integrate links in Stories to guide viewers on a journey
that ends with product exploration or purchase.
Regularly experiment with different Story formats,
content types, and incentives to gauge audience
response.
Monitor analytics to assess the effectiveness of swipe-up
links and adjust your approach based on performance
metrics.

Add a capitalization on the high engagement rates of Instagram Story Swipe Ups, as
brands reported an impressive 25% swipe-through rate.
Develop strategies to nurture and retain subscribers acquired through Story swipes,
such as personalized email campaigns, exclusive offers, or early access to new
collections.
Leverage the storytelling capabilities of Instagram to showcase your fashion products
in a narrative format.
@NIKESTORE
Devising
Email
Marketing
for MEME
Fashion
Wear:
 Curate visually appealing images showcasing MEME's latest fashion
collections.
Offer styling tips and guides through email content, showcasing
MEME's products in various style combinations.
Consider A/B testing to optimize elements like subject lines, images,
and CTA buttons for maximum engagement.
Send exclusive email invitations to subscribers for pre-launch or
limited edition collections, creating a sense of exclusivity.

Introduce seasonal lookbooks through email campaigns, providing curated

fashion inspiration and driving traffic to the website.
Encourage customers to share their MEME Fashion Wear outfits on social
media, and feature selected user-generated content in email campaigns.
Craft compelling abandoned cart emails with attention-grabbing subject
lines.
Include images of abandoned items, time-sensitive incentives, and clear
calls-to-action.
 BTS
MOMENTS
 Running behind-the-scenes (BTS) campaigns with
influencers/employees can be a highly effective strategy for
any fashion brand, especially those selling informal modern
clothing. Here's why and how a fashion brand can leverage
BTS content with influencers:

1. BTS content provides a glimpse into the real, unfiltered

aspects of a brand, making it more authentic.
2. It creates a narrative around the brand, engaging
followers and building a community.
 EXAMPLE: BEHIND-THE-SCENES WITH
MEME & WALIYA NAJIB

•Collaborative Storytelling:
•Describe the collaborative effort to share an authentic behind-the-
scenes story.
•Specify the content medium: a day-in-the-life series on Waliya
Instagram Stories.
•Outline key narrative elements, including insights into the design
studio, fabric selection, and the creative process behind the latest
collection.
•Expected Outcomes:
•Discuss the goal of humanizing MEME operations and building a
relatable connection with the audience.
•Highlight anticipated outcomes, such as increased excitement and
curiosity among Waliya followers about MEME upcoming releases.
•Conclude with a call-to-action, encouraging the audience to follow
both MEME and Waliya for exclusive content and future
collaborations.
 SEO STRATEGY
FOR MEME

KEYWORD RESEARCH & OPTIMIZATION

CONTENT MARKETING
ON-PAGE SEO
USER EXPERIENCE ENHANCEMENT
LINK BUILDING
SOCIAL MEDIA INTEGRATION
CONTINUOUS MONITORING &
ANALYTICS
LOCAL SEO OPTIMZATION
shop now
Embracing Body Positivity
& Plus-Size Fashion
 1. Inclusive Fashion Vision:
Communicate a commitment to inclusivity and body positivity in your
modern fashion-wear brand.
2. Diverse Size Representation:
Showcase a diverse range of body sizes in your marketing materials and
product displays.
3. Stylish Plus-Size Options:
Introduce a curated collection of trendy and stylish plus-size clothing
options within your brand.
4.Empowering Messaging:
Craft empowering messaging that celebrates diversity and promotes
self-love.
5.Inclusive Sizing Chart:
Implement a comprehensive sizing chart to assist customers in finding
their perfect fit.
 1. Real Customer Spotlights:
Feature real customer spotlights wearing your plus-size
clothing, highlighting the diversity of your clientele.

2. Interactive Social Campaigns:

Launch interactive social media campaigns encouraging
users to share their body-positive stories and fashion
choices.

3. LoveYourCurves Hashtag:
Create a branded hashtag like #LoveYourCurves to
promote body positivity within your community.
 Social Media Presence:
·Utilize major platforms like Instagram, Facebook, Tiktok,
Youtube, Twitter, and Snapchat.

·Post regularly (Fashion related, Sales, Reels of influencers or

even stories) to maintain an active presence.

·Showcase a variety of content, including product images,

behind-the-scenes, customer testimonials, and style inspiration.

·Use relevant and popular hashtags to increase discoverability.

·Utilize Facebook Ads and Instagram Ads, Tiktok Ads, Youtube

Ads for targeted campaigns.

·Use Google Ads for search and display ads to capture potential
customers.

·Implement retargeting ads to re-engage website visitors.

 LEVERAGING CREATIVE SHOPPING MALL
ADVERTISING FOR MEME MODERN FASHION
WEAR:

WHAT TO EXPECT?
 Shopping malls are a great place to advertise products, services, and businesses
because of the foot traffic they receive daily. There are some great places and
different ways to advertise all around the mall from the car park to the escalator.

Elevator Door Graphics:

Design visually striking elevator graphics showcasing MEME's latest fashion

collections.
Place advertisements close to elevator buttons for maximum visibility.
Highlight exclusive offers or promotions for shoppers to discover as they wait for
the elevator.

Proximity Marketing through Mall WIFI:

Partner with the mall's free WIFI to deliver proximity marketing messages to shoppers.
Send notifications about MEME's latest collections, exclusive offers, or events.
Enhance customer engagement by providing WIFI users with personalized content.
 Eye-Catching Window Graphics:

Design attractive window graphics to

showcase MEME's standout fashion
pieces.
Strategically place graphics in shop
windows or high-traffic areas outside the
mall to attract attention.
Use window graphics to promote
exclusive in-store offers or online deals.
 Sky Banners for Overhead Visibility:

Create square sky banners that hang from the mall ceiling,
ensuring visibility from every floor.
Use this elevated platform to convey short and impactful
messages about MEME's brand identity or featured products.
Thank you!
REFERENCES:
HTTPS://WWW.IPSOS.COM/EN-PK/IPSOS-CONSUMER-BOOK-2022-0
HTTPS://WWW.SEMRUSH.COM/TRENDING-WEBSITES/PK/APPAREL-AND-FASHION
HTTPS://JUMPERMEDIA.CO/INSTAGRAM-MARKETING-FOR-CLOTHING-BRANDS/
HTTPS://WWW.CONTRAVISION.COM/SHOPPING-MALL-ADVERTISING/