PROPOSAL

Group Members:
Ayesha Imran
Bilal Subzwari
Farheen Shah
Maha Naveed
Mehreen Nadir
Nabiha Anwar
Brand Name
Our clothing brand will be named as “Sylph”. This term originated in the 16th century by
Paracelsus, who describes sylphs as invisible beings of air. Sylph is a mythological air spirit.
Throughout the classical era, they have been described as being something between a spirit and a
creature. During the romantic era, Sylphs were used to describe fairy-like creatures with wings,
much like ballerinas. Nowadays, the word Sylph is used to describe attractive young females.
These females are intelligent, strong and mysterious. The reason behind using this name is to create
the whole concept that women are confident, strong, and can do whatever they want to. The spirit
of air signifies that they are free-spirited, bold and strong in the face of danger. They are not tied
up by the society’s norms. This is the image we want to portray through our brand and it will be
visible in all marketing communications.

Tagline
Our tagline is “worn different”. The logic behind using this tagline for our brand is to promote
different opinions and ideas amongst women, and to give them the freedom to express their ideas
through our designs. This tagline is also linked to the USP of our brand, signifying that our
statement shirts are unique and not available anywhere else in the Pakistani market.

Logo
As for the logo we kept it related to the brand name Sylph Co. Sylph means imaginary spirit of air
and similar creatures are angels. Thus, angel wings are used in the logo to represent flying and
being free-spirited. Considering we are focusing on empowering women we felt this was the best
way to present the idea and the main theme behind our business idea. Sylph also means a blue
hummingbird thus, we kept the background blue with golden wings. We want people to associate
those wings with our brand only thus we also kept the name of the brand in the logo. (Appendix)

Features
Sylph aims to provide customer
satisfaction in all attributes that Attributes Response of 257 Respondents
the customer wants. We 132
141
conducted a survey where we 202
186
asked the women from age 16 - 151
30 to select the attributes that are
153 180
important to them when buying 176
clothes. The responses were Style Design Value for money
used as an aid to decide what
Comfort Colour Availability of Size
Sylph wants to provide (Exhibit
Fabric Pattern
1).
Since 144 out of 257 women from our target market want more western brands to be introduced
in Pakistan, we would cater their demand by providing high quality, comfortable fabric t-shirts
which will be stylish and trendy since our target market wants to follow the ongoing fashion trends
as well as unique designs to make them stand out in a crowd and feel confident. We want to assure
that our customer has made a good decision by purchasing Sylph’s t-shirt and engrave in their
minds that our brand is value for money.

Fabric
The tee shirt fabric consists of three main blends which entail a variety of mixtures of pure cotton
blend, poly-cotton blend and lastly a hybrid of cotton polyester and rayon blend (tri blend).

Pure cotton shirts will comprise of combed cotton, which is cotton spun and then combed to
remove impurities to ensure it stays soft in the long run. Cotton has the attribute to be affordable,
breathable and sturdy and therefore is a good fabric choice for tee shirts.

The poly cotton blend is a weave that consist of two ratios, either 50:50 ratio or a 65:35 ratio. This
polyester mixture provides a smooth finish to the shirt as well as helps retain the shirt structure for
durability while the latter helps keeps it soft to the touch. It is comparatively cheaper than the
previous blend but has a very refined look to it.

The Tri blend has a amalgamation of three fabrics, each adding a different advantage to the shirt.
Rayon keeps the shirt weight while cotton and polyester as previously mentioned before add in
softness and durability respectively.

These three blends add a range of diversity and provide the customer with various options to
choose from.

T shirt styles comprise of designs that vary from different necklines (such as v necks crew cuts, t
shirt neck and high neck). Apart from that there is experimentation with sleeves lengths ranging
from half sleeves, to cap sleeves and drop shoulder sleeves. The fit of the shirt will also be different
such as oversized t shirt, so it caters to larger market strata.

Printing technique include Direct to garment (DTG) in which a high quality ink jet printer which
imprints the design on the fabric. Apart from photo transfer will also be applied via heat.

A portion of the tee shirts will be adorned with embellishment such as minimalistic embroidery,
sequins and tassels while others will be basic tees with a plain pocket either on one or both sides.
Distressed Tee shirts will also be seen in the mix.

Fabric procurement for this project will be done from Dongguan, Guangdong china but the printing
will be done in Pakistan.
The shirt will have a label inside the back neckline showing the logo and size (Appendix). This
will be of the material same as the shirt and stitched. There will also be a care a label inside the
hem line of the shirt. (Appendix)

Points of parity
It is essential to critically understand and analyze our competitors in order to draw customers’
attention towards our brand and become dominant in the competitive market. Points of parity
between Sylph and our close competitors Outfitters and Splash are durability, competitive prices,
nationwide delivery service, and effective customer service. Sylph and its competitors, both
emphasize on durability considering it to be the most important aspect because the customers
wouldn’t want to spend a hefty amount for a shirt which wouldn’t last long after few washes. Plus,
they want to attract more customers by offering market competitive prices. Also, Outfitters and
Splash, both have prompt delivery service, since it takes 2-3 working days for nationwide delivery.
Sylph’s goal is similar in this aspect since it wants to establish its customer base, while providing
them maximum satisfaction with its effective customer service.

Points of difference
There has to be some distinction between Sylph and its competitors in order to push customers to
buy Sylph t-shirts and not Outfitters or Splash. For this purpose, Sylph has to stand out in the
crowd by offering something exclusive. To create its brand’s perception in customers’ minds,
Sylph will introduce pop up culture to draw attention and differentiate it from the other retail
outlets. Also, the Sylph t-shirts would be premium quality, limited edition which will assure that
every design has few articles to make our customers represent uniqueness. Wide range of sizes,
from extra small to extra large, will be available to meet each of our valuable customer’s demand.
Statement t-shirts reflecting women empowerment will position Sylph as a brand which has a
purpose. With a “wings” logo on front of the t-shirt, Sylph will reflect women being bold and
confident. Also, this distinctive feature will aid in top of the mind recall for our target audience
with spontaneous awareness amongst other competitive brands. Our user-friendly online website
will make it easier for our customers to select and shop their favorite designs.

Unique Selling Proposition

The unique selling proposition for Sylph lies in the unique prints for its T-shirts. As a brand, Sylph
believes in women empowerment and giving a chance to women to express themselves through
their clothing. We wish to position Sylph in the minds of our target market as a brand which
promotes feminism and rights for women. Our tagline “Worn Different” builds upon the idea that
women should be encouraged to think beyond the boundaries that our society has placed them into.
Through our statement t-shirts, women will be given an opportunity to voice their thoughts and
opinions. This will differentiate Sylph from its competitors as no other brand has talked about
topics like women empowerment before. The brand will be built upon this premise and marketing
campaigns will be used to further hammer this topic into the minds of consumers.
E-Commerce Presence
Sylph’s presence is largely digital. The magnitude of its social footprint would include: web page,
Facebook, Instagram and SnapChat. The reason for digital presence is mainly because of the
burgeoning consumer presence online. According to one estimate, 9% of the Pakistan’s population
went online last year and the forecast is that in next 3-5 years another 30% is likely to go online
(Fazl-E-Haider, 2019).

Methodology: Sylph’s website will be the landing page to direct interested customers. Therefore,
website creation will be of utmost importance. There are different types of website bases on
functionality of the website, such as portal, brochure, ecommerce, wiki and social media.
However, since Sylph is a brand with ecommerce business model, therefore the functionality best
suited is ecommerce. Within ecommerce, there are different platforms kept in consideration, such
as magento, wordpress and shopify for development of ecommerce website. For Sylph best option
out of the three is wordpress. The reason being is, it is of ease of use. The interface is easy to use
and quick to understand, products can be added easily to sell, payments options are easy to set up,
and website can be edited easily to give a feel of the brand personality. Magento on the other hand
is difficult to use as it requires some understanding of the technical terms. The construction of
website will be outsourced. The agencies contacted for website development are as follows:

Advertising Agencies Contacted

S.No Name Response Estimate of Web link

website cost
proposed
1. Echo Digital Yes (Find 115K https://echodmc.com/service
Marketing attached in s/
Exhibit 1)
2. Digital Tribe No - http://digitaltribe.co/ecomme
rce/contact/thankyou.html

3. The Radical Yes 300K https://creatifsoft.com/contac

Group t/

The agency pursed is Echo Digital Marketing. The reason for this selection was mainly because of
their prompt customer service and cost that fits the budget. The agency was contacted online and
via email, the duration of website development (40 days) and the cost of the website (Rs.115,000)
was decided. Their proposal that they shared with us is attached in the appendix.

Age Group No Yes Grand Total

16-20 1 35 36
21-25 6 34 40
Target Market 26-30 13 27 40
31-35 15 21 36
Target market of Sylph is women aged between 16
36-40 25 14 39
to 30 from SEC A and B. We conducted a survey of 41-45 39 13 52
257 respondents to understand the demand of 46-50 14 0 14
western clothes. 144 out of 257 women said that they Grand Total 113 144 257
want more western brands. Table on the right shows the responses of each age group for the
question ‘Do they want more western wear in Pakistan?’ For the age group 16 – 20, 21 – 25 and
26 – 30 the percentage of women who said yes for western clothes was above 60% thus, we chose
to cater this market.

Price
Packaging
We decided to keep our brand name as the theme for our packaging. Sylph also means a dark blue
and green hummingbird hence, we kept the packaging dark blue with our brand name and logo
printed on it in golden. It will be divided into two designs one for the PR (Celebrities and bloggers)
and the other for regular customers. Shown in Appendix A is the box designed for PR which has
our logo and brand name printed on it in golden and on the inside our tagline “Worn Different”
will be mentioned. The shirts will be then packaged in paper wrapping that too will have the brand
name printed on it and kept inside the box wrapped with a ribbon. This will be done to make sure
the high end customers get a feel of premium brand and product also we feel that packaging plays
a vital role in marketing the brand thus we have made sure it is done in the best way keeping in
mind the theme of our brand. 375 grams packaging cardboard box which amounts to 2500 boxes
will be supplied by the providers at PKR 45/box. The cost includes dye printing and logo/name
imprinting.

For the regular customers we will be delivering them the products packaged 15 grams translucent
paper with name and Sylph Co. imprinted on it. The total quantity agreed upon is 5000 sheets
costing PKR 0.95/sheet. Varq Packaging (Pvt) Ltd is the official packaging provider.

Promotion
Ad Brief
The print ad for Sylph will consist of a photoshoot of various models wearing the brand’s clothes.
However, the models used in the photoshoot will have different body shapes. The idea behind this
is to dismantle the misconception created amongst mindsets that only petite models are beautiful.
Due to this, the society has set an unbearably high standard of “beauty” in the minds of people. It
is common for models to look thin and petite, for which they have to go through rigorous dieting
methods which is not healthy at all. Therefore, ordinary women also feel an inferiority complex
and wish to look beautiful and thin like models. Through Sylph, we will change this mindset of
people and promote the concept that beauty comes in all shapes and sizes.
The models used in the photoshoot will exude confidence and power. They will be used as a
symbol to promote women empowerment. The background for the print ad will be a solid color,
in order to ensure that the viewer’s attention is on the statement of the clothing and not on the
background of the shoot.

Social media
Promotion plays a vital role when it comes to establishing the brand name in the market.
Considering the target market we are focusing on, we plan to base our advertisement campaigns
around it. Our primary mediums would be Instagram and Facebook where we would run various
advertisements and sponsored posts targeted towards our market. As per the 2019 statistics
approximately 97% of the social advertisers
choose Facebook as the most useful social
media platform. The picture below in
Appendix A shows the overall users of
Facebook and Instagram in Pakistan. After
detailed research we found that a lot of
popular brands use these mediums to promote
their brands like Ted Baker. In the Appendices
below we have shown the rates of users on social media and how that would be beneficial for our
campaign.

The initial step would be to make pages on the respective mediums and then boost our posts and
pages. To begin with Facebook allows various options of advertisements to the page owners
ranging from promote your page, get more likes or website visitors and promote your book now
button. Each option depending on days of campaign and market reach costs different. We would
begin with getting more website visitors and promotion of our page as it is important to create
awareness of our brand in the market and then boost sales. After this we would move on to boosting
our posts and pictures. Facebook also gives the option to customize our audience. Each promotion
begins with PKR 105 to an amount as high as we want to pay. The amount selected then specifies
the estimated likes/reach per day which thus helps in planning the strategy we want to follow. We
are also given the option to choose our target market on the basis of age, location and their interests
or behaviors. Appendix B shows the customization options in ads and the budget settings while in
Appendix C we can see post advertisement results and post reach.

For instagram it is important that the business has a page on Facebook and Instagram both. After
which we choose from the various advertising options available which include stories, videos,
carousal ads and many more. Once that is set then we move on to selecting our target audience on
the basis of location, demographics, age and automated targeting. Post that we move to the
budgeting phase which is determined on the basis of days we want the ad to be run and our market
reach. The cost begins from PKR 0.25 per follower or PKR 10 on average likes per post. Once that
is set we publish the ads. Appendix D shows how we can connect Instagram and Facebook pages
together and run the advertisements.