ART DIRECTION

BVCD3142

ANSAAM HASHIM
SUKD1700021
BVCD

WORKBOOK
PADINI: REPOSITIONING
RESEARCH & FINDINGS
COMPANY
Padini Holdings Berhad started to operate its company in Malaysia's apparel industry, manufacturing, trading and supplying garments to order for retailers and distributors. The PADINI Concept Store is a concept store that selling all
Padini Holdings brands in one store or "one stop shopping". The first outlet that starting to operate in Malaysia was located in Johor Bharu City Square, a shopping complex in Johor Bharu, Malaysia.
After Padini Holdings Berhad starting to operate in Malaysia, it becomes one of the major forces to apparel and garments industry in Malaysia. Besides, PADINI involved in the distribution and retail of its own fashion labels through 190
freestanding stores, franchise and consignment counters.
The main products that sold by Padini Holdings Berhad are formal fashion wear and accessories. Besides, there are various brands that houses in Padini Holdings Berhad and all of them are under Padini Holdings Berhad. Every brand
represents a fashion philosophy and each of the philosophy involve an extensive range of products aimed at targeted consumer. Their brand image is strongly attached importance to the real value: quality, functionality and price.

PADINI CONCEPT STORE: WINDOW MANEUINS

There are eight unique brands under Padini Holdings Berhad, which are PADINI, PADINI Authentics, PDI, P & CO, Seed, Miki, Vincci, and Vincci Accessories. All of the brands targeted consumer is due to both sexes and all ages.
HISTORY
Padini Holdings Berhad began operations as Hwayo Garments Manufacturers Company in 1971, it was affiliated in garment manufacturing and wholesaling. It entered the retail industry in 1975 with flagship brand Padini Holdings
Berhad. VINCCI was established to market ladies shoes, bags, belts and other accessories in 1986. Many brands including MIKI, SEED, ROPÉ, P & Co. and PADINI AUTHENTICS labels were launched in the following decades.
In 1991, Home Stores Sdn Bhd was launched to hold all the companies involved in the Group's retail, wholesale and manufacturing businesses. It was subsequently renamed to the present Padini Holdings a year later. In 1995, Padini
Holdings Sdn Bhd was converted to a public company limited by shares and adopted the name, Padini Holdings Berhad and soon listed on the Second Board of the then Kuala Lumpur Stock Exchange.
The year 2000 witnessed the establishment of Padini Dot Com Sdn Bhd to provide electronic business services and solutions for the group. Padini Holdings was transferred to the Main Board of the KLCI Bursa Malaysia in 2005.

VISION & MISSION

PADINI: INSIDE THE STORE

"PADINI state that their vision is to be the market leader in the retail industry."
They will achieve the goal through hard work, discipline and creative endeavour. In long terms, they will continue to maintain their high standard of design and manufacturing quality as well as affordability. Besides, they are also
working towards expanding the business on a regional basis. At present, they have a growing presence in their neighbour countries, and we believe that there is great scope for growth.
The mission that set by PADINI is to create credible products that meet out target customer requirements but exceed their expectation.
BRAND
PADINI is one of the labels under the Padini Holdings Berhad. The brand focuses mainly on quality formal wear. There are total of 25 consignment counters and 7 free standing stores of Padini throughout Malaysia. The stores are
located mainly in shopping malls. Like of the Padini brands that focus on adults and formal attires, PADINI also focuses on this target market.

PADINI: LOGO

PACKAGING
There’s no special packing for its product. Padini gives away the purchased product to its customers in a specially designed shopping bag. The shopping bag is designed simple with the brand’s logo and website address. It comes in a
near black grey colour.
CURRENT ADVERTISING/CAMPAIGN
TARGET MARKET
Their marketing strategy focuses on formal office wear for both sexes. However this is not clear due to the variety of clothing they sell. (It ranges from formal to casual.)

PADINI: ADVERTISEMENT

CURRENT POSITIONING
PADINI used the differentiation strategies of product and image to place the product occupies in the consumer's minds. Consumer Goods are final goods that are brought from retail stores to satisfy the needs and wants of customers. PADINI
provides the essential working lifestyle for the modern working man and women. The PADINI collection carries a clean, timeless and modern to the working lifestyle. This brand is focuses on the formal wear and centralize customers base for
workers. PADINI has launched out several of tie, belt, shirt and coat.
Designs of PADINI are more classic. They are premium pricing and especially for relatively high consumption of the customer base. High consumption of the customer's base is those who purchase a bundle items in one time. Production of seed
and PADINI are much more less than other brands this is because high consumption of the customer base would be lesser.
REPOSITIONING
Padini Holdings Berhad has been in the industry from 90’s. However, sadly the brand has not reached its sale peak due to its vague brand image and positioning that does not stay in consumers mind. People are aware of the existence of
the brand in Malaysia but not many are loyal to the brand. This is due to the competitive situation of the market. Fashion industry is a saturated market and new brands keep rolling out to attract the consumers. Consumers buying decision
is not just affected by the product but also the effectiveness of the brand image and how well they have associate themselves with their consumer. PADINI need to constantly engage themselves with their consumer and improve their
advertising strategy to stand above its competitors, Giordano, Zara who has been improving their popularity and sale.

MARKETING PROBLEMS
1. People assume that PADINI is the same as other Padini Holding brands. This is caused due to wrong perception of the brand due to no clear segregation between all the brands.
2. The current branding is not strong enough to relate to its target audience.
3. Does not have strong brand positioning of what kind of lifestyle they want to portray as seen in the website and shops. Their marketing strategy focus on formal office wear while they also sell casual wear like shorts, jeans and summer
dresses.
STRENGTHS
1. Well received by Malaysians since it’s a Malaysian brand.
2. Frequent customer visits and higher sales due to lower price.
3. Durable and trustworthy product since its quality is good.
4. Has exposure in major retail centers with outlets in most prominent shopping complexes nation-wide. (Eg: 1 Utama, Midvalley and etc.
5. Consistent productivity and creativity for every new season.
6. All its products are designed by its own in-house designers.
7. Aggressive in promotional activities.
8. Wide range of products for both male and female

WEAKNESSES
1. Very vague positioning statement unlike its competitor, Zara
2. Its corporate identity looks almost same as all Padini Holdings brands which gives confusion to the public.
3. Its media activities are limited.
4. Does not engage with its members often.
5. The brand will not stay in peoples mind for a long time since it does not have a strong identity.
6. Misassumption of the type of clothes that the store provides.

OBJECTIVES/AIMS
1. Create a marketing strategy that portrays the lifestyle of the brand by relating it to its target audience so that it creates awareness of the brand.
2. Show a clear difference between Padini and their other brands through proper marketing.
3. Make sure that its brand image reflects its target audience.
4. Ensure that its target audience is aware of the brand.

RESOURCES
https://www.scribd.com/doc/121653515/Padini-Authentics-Situation-Analysis
https://www.padini.com/brands/padini-concept-store/padini.html
https://www.ukessays.com/essays/marketing/market-and-company-analysis-of-padini-marketing-essay.php
SLOGAN PROPOSAL
Fit to succeed
Show you mean business
Seal the deal
The beginning of your success story
The start to your success story
For all the heights you’ll reach: The proposed slogan shows that PADINI as a brand will continue to assist you in your journey through your work life.
Stepping stone to success
Where fashion & success collide