ABSTRACT

STYLO SHOES Line extension of men wear shoes by Stylo

Retail Merchandising
JO CHAHOON WO PAOON

JUNAID TARIQ (17-271)

UKASHA AHMAD

FMM (3 RD YEAR)
STYLO MEN’S WEAR LINE EXTENTION

Stylo
From a rather humble beginning with one rented outlet in Lahore in 1974, to becoming the
largest selling ladies’ shoes brand in Pakistan and the largest ladies shoes retail network in the
country as well, Stylo Shoes has come a long way. They are currently present in 22 cities with 43
outlets and plan on expanding further in the coming months. Over the years, Stylo has slowly but
surely become a household name that has captured the imagination of women who consider
footwear an essential part of their appearance. It is no wonder then that Stylo is, today, popularly
acknowledged as one of Pakistan’s leading footwear and accessory brands in women’s fashion.
This phenomenal turnaround in the company’s fortune owes as much to the vision of its founder
– Azhar Hussain Siddiqui, as to the enterprising spirit of his progeny, to the acumen of its sales
and marketing professionals and in no less measure to the unique craftsmanship of its masterful
designers and skilled artisans. Trends in the fashion footwear market are evolving and the style
mantras of the past are no longer applicable. There are new fashion icons and trends governing
consumer choices now. Stylo makes sure that its customers always get the cutting-edge fashion
footwear that they desire, be it formal shoes with the finest embellishments, or a profusion of
delicate flowers. They ensure that Stylo is a brand that caters to local needs but also finds a place
for itself on the international platform. They are stringent in their dedication to quality and
comfort and for this reason they never compromise on the materials used for our products or the
highly skilled craftsmen who turn designs on paper, into alamode footwear. Their production
facilities have the provisions for handmade shoes as well as automated shoe-manufacturing units.
Material is often imported to ensure the level of quality their customers expect from them. This
is why Stylo has earned an ISO 9001-2000 certification and we consider this a badge of honor.
Competitors
 Borjan
 Metro shoes
 Service shoes
 Milli shoes
 Bata
Stores
It is currently present in 22 cities with 83 outlets and plan on expanding further in the co
ming months.There are three outlets of Stylo in KPK i.e. two in Peshawar and one in Abbotabad.
Now it is planning to start three new outlets i.e. in Mardan, Kohat and Nowshehra. 
Products:
Stylo is going to deal product whose list is given below
For summers: For winter Ethnic
Chapel Back open Denim
sandals Court shoes Khusa
Slippers Moccasins Kohati
Pu Peep toes Peshawari
Softy pumps
Sneakers
They are also dealing with apparel, kids wear shoe and bags.
Target market:
Stylo has slowly but surely become a household name that has captured the imagination o
f women who consider footwear an essential part of their appearance.Stylo makes sure that Stylo 
is a brand that serves local needs but also finds a place for itself on the international platform.
Stylo products are aimed at all social classes. Its product prices range from 290 to 25,000. So it is 
very affordable to shop at Stylo.Recently Stylo has launched Insignia for the upper class. Its prod
uct prices range from 5,000 to 80,000.
Demographics
The customers of stylo mostly belong to the middle class families or lower middle class. The
brands like stylo are well known in the underdeveloped cities where there is no other competitor.
In such areas people are more likely to buy from stylo. These small cities have the most target
market of stylo.
Psychographics:
The target market of stylo includes the people which are more towards the fancy and attractive
products. As stylo is all inspired from glitters, crystals and beads. So the people who like such
things come in this category. Also stylo has a lot of colors in it, the people who like colors come
in the target market of stylo.
 Promoting to target market:
Stylo uses the following media for its promotion.
  TV
 Internet
  Radio
  Fashion Magazines
 Billboards, posters, standees etc

Stylo Facebook page:
Stylo is also using its Facebook page in order to stay in touch with its market and Stylo lovers. A
nyone having a Facebook account can access its latest design photos, play quizzes and can book 
a pair of shoes online.
Production:
Stylo is inflexible in its dedication to quality and comfort and for this reason it never com
promise on the materials used for their products or the highly skilled craftsmen who turn designs 
on paper, into stylish footwear.Its production facilities have the provisions for handmade shoes a
s well as automated shoe-manufacturing units. 
Material is often imported to ensure the level of quality its customers expect from it. This is why 
Stylo has earned an ISO 9001-2000 certification.
Competitors
Borjan:
INTRODUCTION:
Borjan is a prominent Pakistani brand which is part of the RAFUM GROUP. Its tagline is “Walk
the Fashion”. Its core is footwear and accessories and it offers the individual flair of fashion
through an offering of diversity in footwear designs, ranging from modern to chic to the
sophisticated and classic. Their main focus is to be known as a “Trendy” and “Fashion forward
Brand”. Borjan has been in the industry for almost 16 years with 74 outlets in 48 cities. Borjan is
now a retail company with a brand recognized across the country’s landscape. It spares no effort
to deliver exceptional product value and service through more than 1000 employees and over
112 outlets across 56 cities of Pakistan. Borjan has established the first outlet in Middle East
Market in 2014. Borjan, currently operates 3 outlets in the United Arab Emirates.
Skywalk, Gig, Digger, Girl B and Nayza are sub categories of their shoes.
Skywalk: Offering extreme comfort with style, Skywalk defines modern and casual footwear.
The soft and comfy shoes invite customers to enjoy a comfortable walk of life.
Digger: Offers footwear designed to carry the adventure traveler who is always on the move to
discover and explore exciting realms and undertake adrenaline pumping journeys to enjoy great
outdoors.
Gig: Shoe line personifying elegant fashion, Gig is the shoe to complement a formal attire. Girl
Girl B offers an exclusive range for office wear and women on the go. The shoes designed are
high on style and comfort.
Nayza: Nayza is the youngest brand in the stable of Borjan. It offers the newest styles and for the
amateur athletes.
Their Product line includes;
 Foot Wear ( Male & Female) Prime Product
 Hand Bags ( Female) Secondary
 Accessories – Belts, Cufflinks & Socks (Male) Secondary
BRAND PHILOSOPHY
Their brand philosophy is to give fashionable products to the customers. To instill in their minds
that they are a fashion brand and that they produce fashionable shoes that people cannot buy
anywhere. “We are the only brand that owns fashion”- Said by Ahmed Mujtaba (lead Marketer
of the ladies and gents category).
MISSION STATEMENT
“We promise customer care and peace of mind.” – Ahmed Mujtaba, leading marketer of ladies
and gents category.
VISION
Borjan aims to achieve recognition in the shoes retailers industry in Pakistan and its
neighborhood countries to make their customers smart and feel comfortable. The assurance and
availability of higher qualityBorjan shoes and other products would help in making the brand on
absolute preference and choice of the people

PROMOTIONAL STRATEGIES
For a brand advertising and promotions is a very vital part as it either makes or breaks the brand.
Companies with great products tend to lose market value due to bad or ineffective promotional
strategies. For an effective promotion there are many key points that are to be kept in mind, for
instance; appropriate time, location, meaningful message etc.
The promotional strategies Borjan uses include
 Magazines
 Billboards
 Online and Social Media
 Radio
 SMS
 Television
 Public Relations and Sponsorship
Servis
Servis Industries Limited (SIL) (or Servis Group) is a Pakistani public limited company and a
group of companies with its head-office in Lahore, Pakistan.The Company's factories are located
in the Pakistani cities of Gujrat and Muridke. The Company had humble beginnings in
1941. Servis Shoes is a shoe manufacturing company and Servis Tyres is a tire manufacturing
company working under the Servis Industries Limited.
Products:
Servis Group is operating through a network of more than 450 retail company stores nationwide
and also supplies its products to over 2500 independent retailers in Pakistan.
Servis Group has currently two main product lines or manufacturing companies.

 Servis Shoes (oldest and a leading manufacturer of shoes in Pakistan)

 Servis Tyres supplies its tires (tyres) for motorcycles, bicycles, motor rickshaws and
trolleys in Pakistan.[4]
Servis Industries exports its shoes, tyres (tires), rubber tubes to Europe, Middle East, South
America, Africa and other Asian countries.
Footwear brands:

 Servis brand shoes (company's oldest and largest brand)

 Cheetah brand sport shoes
 Don Carlos brand men's premium formal footwear
 Shoe Planet brand high fashion shoes
 Liza brand shoes for women
 Lark and Finch shoes
 Calza Shoes for men
 T.Z Shoes for kids
 NDURE Shoes for the family (Men, Women and Boys)

Promotions:

They use the given below promotional too for the advertisement of their products.
 Facebook
 Instagram
 Newspaper
 Television
 Sales promotion strategies
 Gift and coupons
 Personal selling 
 PR strategy 
 Direct marketing 

Metro Shoes
Founded in 1986, Metro Shoes is an indigenous Pakistani brand. It is ISO certified and has a
clear vision of catering to the footwear needs of the community. Metro Shoes over the years, has
established its reputation as one of the finest brands in fashion footwear and accessories all
across the country and beyond borders, showcasing a large variety of casual, seasonal, formal,
fancy and bridal collections in ladies shoes, clutches, handbags and men’s shoes, keeping in
perspective the varied communal likes, interests and aspirations. Metro imports, as well locally
produces, a pleasingly diverse line of distinctive designs that comprehensively caters to market
sentiments. Metro Shoes has become one of the first shoe brands that women could turn to for
feminine style they coveted and comfort they thought was impossible to attain. With rich leathers
and unique details, Metro Shoes has captured the essence of modern femininity… whether that
means taking a leisurely walk or running a board meeting. Metro Shoes pampers your feet with
the cushioned, contoured foot bed and experience all-day comfort! The best service, the best
price, and the best design, all over the world.
Product:
The product strategy and mix in Metro Shoes marketing strategy can be explained as follows:
Metro Shoes is a leading shoe retailer in India. The prime product sold by Metro Shoes are shoes
for men, women and kids as a part of its marketing mix product portfolio. It has stores in
different cities in which shoes of different brands like Davinchi, Lee Cooper, Woodland, Metro
etc are present. The footwear category is also dividing as formal shoes, sandals, running shoes,
slippers etc. Apart from footwear, there are other accessories like belt, wallets, socks,
handkerchiefs, shoe polish etc. The shoes are also present in all the sizes.
Price:
Below is the pricing strategy in Metro Shoes marketing strategy:
Metro shoes has adopted competitive pricing strategy to attract and hold its current customer
base. Metro opened to a lot of stores even in Trier 2 cities to cover the large consumer and
maximize its profits. On its online site, there is a sale tab in which products are sold at 30-50%
discount. It also does free shipping on online purchases.

Place:
Following is the distribution strategy of Metro Shoes:
Metro shoes have almost 450+ stores in 100 cities in India and it is planning to open new stores
in the future. Apart from this, Metro is focusing E commercial sites and its own site to increase
its sales. It is important for company management to get the prime location of the city for their
stores.
. The focus will be more on tier 2 and 3 cities to increase the customer penetration.

Promotion:
The promotional and advertising strategy in the Metro Shoes marketing strategy is as follows:
Metro shoes believed in using all methods to promote its product. It has partnered with many
bollywood celebrities to create television ads and billboards. It has online site which also
promotes its product using the sales option and consumers can order. End of season sales are also
organized at the store to attract more consumers. It is trying to promote itself as footwear fashion
destination.

Ecs Shoes
Ehsan Chappal Store (Pvt.) Limited, a prominent Retailer known as ECS, started its operations
way back in 1954, from the famous Anarkali Bazar of Lahore. With the launch of one single
store, the product soon became the talk of the town for its comfortable, durable and stylish
Chappals.
The quest did not stop there. It seemed that ECS was made for bigger things, even if that meant
starting small. The business progressed well with a considerable increase in the market demand.
Low cost product with good quality has always been a basic need for masses, therefore, working
hand in hand with this ideology pushed ECS way beyond the borders of a Bazar. And then, there
was no looking back.
With an exceptional footprint in KPK, North-Central- South Punjab and Urban Sindh, ECS
today, remains true to its core by providing extra value for money to the fourth generation of its
valued customers.
Product
ECS products include all sort of ladies footwear. Sandals, slippers, heels, thongs, flip-
flops, moccasins, dress shoes, bridals and now also kid’s shoes and ladies purses.
Most of the shoes are made in their local factory by their own skilled craftsmen. The
rest are either sourced from Karachi or imported from Thailand. In addition to shoes
they now proudly display an extensive range of ladies handbags and shoulder bags.
They sell their exclusive designers footwear under the brand ‘ECS elements’,
children shoes under the brand ‘e-circles’, ladies handbags under the brand ‘ECS
effects’ and there are yet more to come soon
.
Place
The first outlet was opened in the then newly-constructed Bano Bazaar in Lahore’s
famous market Anarkali in 1953. The idea was to give the customers good value for
money. Soon it became famous for its wide range of comfortable and durable ladies
chappals (sandals and slippers). The success followed slowly but surely. In a few
years, the name Ehsan Chappal Store (ECS) became a synonym for fairly-priced
comfortable and durable ladies sandals. Not only chappals but every kind of ladies
footwear is on its display. For over five decades, it has been a bustling place ever-
crowded with the ladies of Lahore trying to find the best match for their feet from a
wide range of designs. In 1997 a new branch was opened in Liberty Market, Gulberg
to cater the needs of the growing city of Lahore. Liberty Market is now the largest and
most posh market in the city. And Ehsan Chappal Store was an instant success there.
Afterwards ECS entered the markets of Y-Block Defence, Peco Road Township and
the Mall Road Lahore. An extraordinary branch was opened in 2001 in Defense. It is a
four story stand-alone building, unrivalled by any other shoe store in the entire
country. This store is a milestone in the retailing history of Pakistan. This fact has
been acknowledged by both the shoe industry gurus and the national newspapers. And

then it turned its focus on to the national market. In 2001, ECS opened its biggest
outlet in Rawalpindi, and shortly after that, it entered the markets of Islamabad. Its
success did not slow down there. It opened its outlets in Faisalabad and Gujranwala in
2003. And the response was same from everywhere; magnificent success. Right now,
the management of ECS is planning to expand the business in many other cities and
into the international market as well. The business was incorporated in the year 2000.
Pricing
Amir mehmood, ECS manager told in his interview that ECS being confident of its
strategies and its product do not fall into competitive pricing. No doubt ECS keep on
announcing different discount and cuts in prices to attract more customers. But it set
price level using cost as bases.
Price = cost + margin. Different types of price cuts that are offered to members of
ECS are discussed in XS ECS.
promotion
ECS has always spent vigorously in such campaigns. They have designed their own
transport trucks with very attractive banners of their brand to serve as an advertising
agent. In girl’s colleges, they advertise a lot by pasting permanent stickers of their
logos and colors on the benches and roofs. Furthermore, they also hold stalls in girl’s
colleges of their latest shoe variety to promote their products into the population. On
the last page, pictures of Kinnaird College and Home Economics College are given
for demonstration.
Also they advertise in fashion magazines as well, like FAQ, G&G, etc. They get a
good response from many fashion institutes who see this brand in fashion magazines.
Over the period of time, they have changed their logo so many times. Just like Pepsi
Co., who in 1996 spent USD500 million just to change the color of its logo. This was
for education. Coke would never reach its stage right now if they were not educating
the customer about their product. Pepsi Co., were willing to spent that huge sum just
to ensure that their customer was not swept away by Coca-Cola, where the latter was
hosting the Olympics Games at the home-town of Coke in Atlanta, Georgia, USA.
The mass logo color change by Pepsi is a way of educating the customer that Pepsi is
still around and was not out of sight. In the same way ECS also keeps its way to better
and improved features in all aspects. They have experimented and maintained a lot of
logos and got different results every time; like readability problem, etc. Change of
logo also comes with great financial charges to change that logo on every pad, every
show, every bag, every outlet, etc. However, now ECS thinks that they have come-up
with a stable brand logo this time.
On the opening of new outlets, special invitation cards, flyers and offers are sent to
thousands of existing customers.

Positioning Chart