Term project MODULE 1

COMPANY: KHAADI

Team Members:
Name ERP
Abdullah Hussain 26606
Arisha Aamir 26553
Muhammad Saaid Chaudry 26568
Aishah Farrukh 26601
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Contact Person: Fizza Mir (Lead Designer at Khaadi)

History of Khaadi:
Shamoon Sultan started Khaadi in 1998 with the goal of reviving and promoting traditional
hand-woven cloth in Pakistan. Khaadi initially began as a men's clothing firm that sold basic-
colored kurtas. Khaadi quickly challenged the current situation and made a strong claim. A
modest men's Kurta was transformed into an unabashed fashion statement by Saira Shamoon,
who applied her talent and splashed a brilliant color palette over each piece. In 1999, Khaadi
opened its first store in Zamzama Karachi marking its entry into fashion retail market. Within
two years, the company had spread to many locations and quickly gained popularity due to its
fusion of traditional Pakistani textiles and modern design sensibilities. It introduced multiple
product lines that were designed for a broader audience like in 2002, Women's ready-to-wear
items were added to the Khaadi product line, and the company then forayed into women's
luxury apparel with the launch of Khaadi Khaas in 2008. In 2010, Khaadi opened shops in the
United Arab Emirates, first in Dubai and then in Abu Dhabi which was just the beginning of
Khaadi’s international expansion. Khaadi expanded its services in 2012-2013 with the
introduction of Khaadi Kids and Khaadi Home, followed by the debut of Khaadi Fragrances
in 2019, completing its transformation into a holistic lifestyle brand. As of now, Khaadi has
69 stores operating locally and internationally both.

Product Line:
At Khaadi, they offer an extensive range of fashion and lifestyle products. For the ladies, they
provide a variety of ready-made outfits, including kurtas and two-piece sets, all available in
their Pret Wear collection. But if you enjoy creating your own style, they also offer
Unstitched Fabric for custom outfits. They also have a Luxury Pret line and seasonally
inspired Lawn Collection featuring vibrant prints. You will adore the comfort of their
Cambric Collection and the elegance of their Silk Collection. When it comes to special
occasions, you can count on them with their Formal Wear and Bridal Wear selections. You
can complete your look with their stylish Stoles, Scarves, Handbags, Jewelry, and Women's
Footwear, including a range of chic shoes and sandals. In the Era of Gen Z, how can we
forget about western clothing? Well look nowhere else since Khaadi has gotten you covered
from tank tops to jeans. Gentlemen are also covered by Khaadi with traditional Kurta
Shalwar, smart Kurta Waistcoat combos, and classic Shalwar Kameez in their collection. You
can also take that style home with their quality Bed Linen, featuring bed sheets, duvet covers,
and pillowcases and add a touch of elegance with their pretty Cushion Covers, Table Linen
(tablecloths, placemats, and napkins), and soft towels for a relaxing bath time. Do not forget
the enchanting fragrances they offer with their Perfumes and scented oils. Not only that
Khaadi also has a versatile and stylish wardrobe that suits your kids. Khaadi Kanteen was
also a new addition in 2019 that created a unique and unforgettable dining experience through
visually appealing fashion food.

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Promotional Activities:
 In the past, Khaadi's marketing initiatives have included visiting universities, colleges,
and expo halls to provide discount coupons to the young people that make up its
target market. For instance, on October 19, 2015, Khaadi visited Dow College and
distributed free kurtas to students.
 Khaadi also uses celebrities’ popularity and image to promote their products and
company. A recent example of that is working with well-known actors
to serve as brand ambassadors, including Pakistani star Amna Ilyas
in 2015 and Turkish actor Esra Biligic in 2020.
 Khaadi collaborates with social media influencers to promote their collections. These
influencers allow its products to reach large and diversified audience by displaying
them in their content.

 Khaadi also promotes its collections through fashion magazines and online platforms.
They visually advertise their collections to attract the broad audience.
 The active presence on social media including Facebook, TikTok and Instagram has
helped Khaadi to interact and maintain profitable relationship with their audience. It
also helped them to post their product updates and advertising its exclusive deals on
social media to create awareness in their targeted audience.
 Khaadi frequently holds holidays and seasonal sales and intensively advertise it
through social media and physical stores. Customers searching for deals and discounts
are drawn to these sales.
 Khaadi has also collaborated with several famous designers such as Asim Jofa and
Sapphire to develop special collections. These collaborations generate attention in the
fashion sector and draw those customers’ attention who look for distinctive and
expensive creations.

Uniqueness about the brand and why we chose it

Khaadi Clothing Brand has always attracted people of all ages. Khaadi was based on the
concept that the clothes you wear should allow you to express yourself. Since its start, it has
enabled women to dress in an inspirational, bright, and one-of-a-kind manner.
Khaadi Home introduced concepts for a lively house that reflected Khaadi's design principles.
It has also established a great example of inclusivity today by employing one of the greatest
percentages of women in Pakistan's retail business, with 32% of their store workers and 40%
Head Office workers being female. Khaadi is one of the few Pakistani companies that
succeeded in making international deliveries easy. Now no one needs to order eastern wear
through relatives travelling abroad, as the brand shipped globally to the United States and
Canada etc, without an issue. Along with that, it also contributed to Pakistani society through
their generous donations. For example, when it chose to donate all of their revenues since
August 14th (PKR 30 million) to the Diamer Bhasha and Mohmand dam funds. Hence it can
be seen that not only does Khaadi deliver good value to its customers, but it also operates in a
socially responsible way. The above mentioned facts about Khaadi give it uniqueness and are
the reasons why we were keen to choose Khaadi for our project.