OVERVIEW
MALIKA is introduced in 2011 by a group of Indonesian youth who believes it’s
time for everyone to have a confident and fashionably distinct dresses. The
individuals behind Malika are young and dynamic
executives who
are passionate about style, and believe everyone deserves the best design and
quality at an adorable price.
Our main focus is to deliver high quality and
mini dresses that are both versatile and fashionable yet simple
Malika has the concept of designing in clean cut
with dashing models, but at the same time being practical and simple. In
designing our products, we believe in the human approach, where we try to
incorporate the needs of each and every modern individuals.
Our
goal is to exceed the expectations of every customer by offering fashionable
design, simplicity, and greater value while optimizing functionality, creating
dresses that can be worn at work in daytime all through nighttime.
VISION
Keep
easy light wear on every piece of design
MISSION
“To offer continuous value added products to our customers”.
To accomplish this, we focus on exceptional design, innovation, quality,
convenience
and interactive communication.
Taken from the Swahili
language means “Queen”
THE LOGO
It also means,
Malika \m(a)-li-
As a girl’s name is a variant of
Amelia (Latin, Old German), and the meaning of Malika is “industrious striving:
work”
Youth
and Sophisticated
Handwritten makes youth impression. Not only youth,
handwritten is also sophisticated because it looks stand out with its
difference.
KEY TO SUCCESS
· Proper
care while producing dresses should be adopted
· Proper
inventory management; continuously review our inventory and sales and adjust our
inventory levels accordingly.
· The dress designs should according to the emerging trends and fashions
· Designing the dress according to the customer tastes or preferences
gathered through consumer surveys
· The customer satisfaction should be given due importance, because it is
the customer satisfaction which can increase the sales. Hence, excellent
customer service should be provided.
TARGET MARKET
GEOGRAPHIC
Region : Special Administrative Region
City size : 9.5 million
Density : Urban
Climate : Tropical
Demographics
Young to young adult women (age 16-35 yo)
Disposable income Rp. 2.500.000 / month
College/
university Educated
Psychographic
Being
fashion forward and aware of fashion trend
Acting
as urban trendsetters
Leisure Activities
Read
magazine Gogirl!, Look, Cita Cinta, Femina
Watching
tv cable
Travels
Clothes Shopping
Behaviors
Shops at
online stores
Wears a
size 6, 8, 10, 12
Buy
mostly dresses
She
cares about how she presents herself
Ideal Malika’s customers are
those who share similiar to that of the brand. They are typically young executive or professionals who are
passionate about style, driven with their work and daily activities and
constantly expect to get their best quality and values for their purchases.
Many
constituents are bombarded with many retail brands and thus tend to purchase
similiar items.
Malika
customers understand that when they purchase our products they are supporting
quality and superior craftmanship provided by a local brand.