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Shamoon Sultan

Khaadi is a Pakistani textile and clothing brand founded by Shamoon Sultan that produces handwoven apparel and home goods. It has grown tremendously since opening its first store in 1997, now operating 45+ retail outlets globally. Khaadi implements intensive growth strategies like market development by expanding into new countries, product development by diversifying beyond clothing into home goods, and market penetration through improved marketing and store environments to increase its market share. Technology and a strong distribution network have also supported Khaadi's success.

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Saher Fatima
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230 views15 pages

Shamoon Sultan

Khaadi is a Pakistani textile and clothing brand founded by Shamoon Sultan that produces handwoven apparel and home goods. It has grown tremendously since opening its first store in 1997, now operating 45+ retail outlets globally. Khaadi implements intensive growth strategies like market development by expanding into new countries, product development by diversifying beyond clothing into home goods, and market penetration through improved marketing and store environments to increase its market share. Technology and a strong distribution network have also supported Khaadi's success.

Uploaded by

Saher Fatima
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Submitted to

Dr. Waqas Farooq

Submitted by
• Saher fatima M20MBA148
• Mishaal Afzal M20MBA099
• Zainab Farooq M20MBA121
• Mahnoor M20MBA137
• Zainab Shafiq M20MBA127
Shamoon Sultan

Khaadi
Shamoon Sultan
Introduction
• He is a Pakistani textile designer, businessman and founder of khaadi.
• Khaadi produces hand woven clothing material for men women and
children.
• Shamoon Sultan has won numerous awards including lux style award for
High Street Brand thrice.
• Khaadi is regarded as one of the best Fashion brand in Pakistan
• Shamoon considered Zara as his inspiration

Early life and education


• Shamoon sultan was born in karachi pakistan
• He has done graduation from Indus Valley School of Art and Architecture
Early Jobs
• After graduation in 1996, shamoon started working for
Noor Jehan Bilgrami for a year and few months in a
textile mill
• After resigning he set up his own clothing line
• During that period he also did TV shows with Shahnaz
Siddiq
• In 1997, Shamoon visited India for projects and saw
craft promotion through retails. That was turning
point for him he identified the gap and develop a retail
store in Pakistan.
Brand Story
(KHAADI)
• In December 1997, he opened his first shop in Zamzama karachi
• Brand specialize in hand woven technique products
• Within the first two weeks of opening, store went out of stock
• They have to shut down the store for restocking
• They started getting feedback from day one
• khaadi bring innovation through their revolutionary style of weaving cloth
• They spread their branches in less than two years
• Now there are 45 plus outlets globally.
• In 2010 khaadi expanded internationally by opening stores in Dubai and Abu
Dhabi
• Now their stores are present in UK , London, Dubai and many other
countries.
• Besides clothing stores , company has 5 home stores which offers bedding,
cushion covers, tableware, and other related items.
Objectives
• Customer expectation should be fulfilled
• Experiment with new ideas
• Business must make a sound profit
• Constantly strive to reduce costs
• Competent and ethical management
• Fulfilling needs of national and international
customers.
Products
• Textiles
• Apparels
 Pret (ready to wear)
 Unstitched Fabric
 Men eastern wear
 Kids clothing
 Accessories (jewelry ,stoles and handbags)
 Home(bedding, furniture and bath items)
Strategies
Intensive strategy

Market development
• Khaadi implements the strategy of market development as
one of the intensive strategy for growth.
• It includes creating new markets for the existing products .
• They wants to improve their competitive position
• Khaadi introduce their products to new geographic areas like
UK, UAE.
• Khaadi has excess production capacity and their channel of
distribution are reliable so they decided to expand globally
Product Development
• Khaadi increases their product line by adding
values in their brands
• They have increased their sales through
delivering quality products
• Hand woven clothes add a value in customer
mind they get attraction in them
• Besides clothing stores , company has 5 home
stores which offers bedding, cushion covers,
tableware, and other related items.
Market penetration
• khaadi increase their market share for their present products
• by doing great efforts in marketing.

Visual merchandising
• They created attractive colors coordinated stores display to catch
customers
• Modern architecture
• Decent Interior
• Eye catching overall environment
• Different styles and design provide grace to clothes
Pricing strategy
• They provide high quality products
• They makes clothes which everyone can afford
• Prices are important but not the major factor
for them
• They earn 100million $per year
• They have zero debts.
Distribution channel
• They have a strong distribution channel
• There ware house , retail store stay in
sync automatically which gives them, a
complete picture of their business
• That was a game changer for them
• They established a well setup of
ecommerce
Technological benefit
• They have a strong ERP system
• They switched to dynamic 365
• Their stores ,ware houses, retail outlets
globally are connected through Microsoft
dynamic 365.
• They have benefitted from technology
• Their profits raise through this development in
technology

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