Unique selling point and competitive edge

USP- Fashion forward products in an affordable range.

When Sapphire textiles opened their retail brand, they had a huge benefit in the market i.e.,

their in-house production of the raw material and this is what made their products stand out.

Sapphire has always believed and worked on the fact that if the product is strong, there is

nothing that can go wrong. Their own production of fabric helps them do quality control and

maintain the standard of their product which means that throughout the year they have been

consistent and maintained an image in an extremely saturated market. Most of the

competitors have to source the raw material from different places and that may lead to a

fluctuation in the quality. Another reason that sets their product apart is their digital printing

which at one time became the talk of the society. Sapphire is really updated with their

technology as they have all the machinery needed to produce high fashioned products. When

Sapphire started it was the only brand that did this thus gained a lot of appreciation and has

still maintained that image in the mind of the masses. The reason behind their product being

strong is that their targeted customer is a person who does not spend large amount of money

on an outfit but is a fashion enthusiast. Thus, Sapphires USP is that they provide fashion

forward products in an affordable range.

Sapphire started with a retail brand that offered unstitched clothes but now they have become

a small mall in itself. They offer a wide range of products like perfumes, kids wear, western

wear etc. This is also another thing that keeps Sapphire on the edge as they keep coming up

with new and different stuff that catches the eye of their target audience.

The third factor that keeps Sapphire in the limelight got the masses is their take on e-

commerce. They started offering their product online all-around Pakistan and entered the

international market by delivering there. Their e-commerce and e-marketing has been

extremely successful and has brought 20% revenue in the last few years. Although there are
more than 100 brands who offer the same product with good online services thus the market

is completely saturated. What Sapphire does is use data science efficiency and effectiveness

of their campaigns run online. There is an application called Alavi which analyses data

through artificial intelligence using information from their past campaigns. By doing so the

app can come up with the best audience, most suitable and beneficial for the brand and comes

up with the audience which can help them expand their customer base. This has brought them

positive results and they managed to have bigger earnings and acquire new ones. This is

something that helps them invest and indulge only with the masses that will actually buy the

product. This way Sapphire stays ahead of their competitors and takes a lead in every

situation.

Sapphire is a brand best known to the masses because it is easy, convenient, affordable and

aesthetic. When people especially women think of buying their seasonal casual clothes the

first thing that comes to their mind is Sapphire. The brand offers product that are convenient

because of the price range but also have a contemporary vibe that is the choice of the

maximum masses when it comes to everyday use. Other than the price range Sapphire has

always created a vibe that is relatable to a lot of women. The way they place their products in

their stores, their window displays and their campaigns have a vibe that gives a very casual

and easy feeling. Moreover, their visual merchandising and advertisement also give a creative

and fairytale effect on the audience like they use flora and fauna in it. This can be seen in

their designs as well and this fairytale effect is what they are known for.

References
Cover Story – The Prêt Effect. (2017). Retrieved from Aurora:
https://aurora.dawn.com/news/1141213
Business recorder. (2016). Retrieved from https://fp.brecorder.com/2016/08/2016081575361/
Data Scince. (2018). Retrieved from Alavi: https://alavi.ai/blog/with-alavi-sapphire-beats-its-
annual-marketing-targets-in-a-single-quarter/