The place with a Difference History SadaKalo, one of the most renowned fashion houses in the country, solely relies on two colors black and white, just as its name implies. Their boutique insists on presenting apparel and accessories in only these two shades, giving them a unique edge over other fashion houses. Recently, we sat down with their business analyst, Mr Muntasir Mahmud, to get some insight on their history and their recent activities. The business began thanks to the vision of their own, Mrs Tahfina Shahin, leading to the conception of a store that has been around for almost 10 years.
After facing the usual financial difficulties any firm faces during its inception, ShadaKalo took full flight on 4 October 2002. About Sadakalo Fashion is a part of daily life. The work of a designer is to create a feeling of unexpressed desire- that is after a designer designs something a fashion conscious individual should say to him, That is what I wanted?.
Keeping all these in mind, Sadakalo is designing its dresses and all other products, as well as, trying to keep up with the taste of fashion conscious people.
On October 4, 2002, Sadakalo was officially launched at Rifles Square in a small scale outlet but with full of expectation and excitement. Within a short time, Sadakalo was blessed by the love and inspiration of every level of customers, which guided to the opening of the second branch at Banani even before ending of one year of the first Outlet. The continuous eagerness of the people in Sadakalo cherished us to start the third branch at the theatrical region of Baily Road and the fourth and the largest outlet “Designer’s Corner” at Gulshan Avenue.
Later on Sadakalo has extended it’s additional outlets in uttara dated on 14 April 2008, Bashudhora dated on 13february 2009 and last in Navana Baily Star dated on 8 June 2009 by turns. Sadakalo has put it’s step from domestic market to America. From the point of this views Sadakalo is the First Bangladeshi Fashion house has lunched it’s outlet in New York. Sadakalo start’s it’s business operation in New York dated 14 February with a inauguration program held at evening 6 pm in Jackson heights New York. With the enthusiasm of domestic and expatriate buyer Sadakalo has eight outlet. sadakalo expects wish and bless form all. Aim
The fashion house is already quite well established in Dhaka, making their current aim to move into other parts of the county. They already have one showroom in Chittagong so steps are now being taken to expand into Sylhet, Khulna and Rajshahi. After acquiring a firm foothold in Bangladesh, ShadaKalo is looking forward to expand abroad, preferably in India. They may only concentrate on two shades but the intent and ideas with which they execute their designs are exceptional. ShadaKalo has taken great strides over the past few years, and they definitely don’t look like they’re anywhere near finished with their black and white.
They try to flow a very different fashion style in Bangladesh. They find out bangle people like to ware very simple dresses. From that thinking they started SHADA KALO. The reason as to why should any customer go for a Sada Kalo product is that the fashion house does not believe in targeting only one category of its prospective customer or a particular age group- from babies’ attire to clothing for the old, you ask them and they have it all! The store does not believe in any categorization but if the social class is taken into consideration, then Sada Kalo caters specially to the needs of middle-income generating people.
Yet, its true specialty lies in the excellent cloth quality and the designs that are nothing less than being diverse. The variety in designs is such an important factor for the store that it produces for each of its outlet only two pieces of a particular item for each of the designs. Today, Sada Kalo has expanded its horizon and is now known to stock its outlets with women’s, men’s and children’s wear. Along with these, sold are jewelries, household products, crafts and gifts. For women’s wear, the store offers an extensive range of sarees, blouses, salwar kameezes, fotuas, skirts and shawls.
The men’s collection consists of wide selections of punjabis, kurtas, fotuas and t-shirts. For children, the store has baby dresses and all the other required accessories. Sada Kalo appreciates how important jewelries are for women. Jewelries made from clay, cotton threads or imitations are sold at the outlets and besides that, household products like table covers, bed covers, table mats, cushion covers and what not can be found. If you wish to gift someone cards, mugs, notebooks and etc only in shades of black and white, then do visit the store sometime. You will be amazed at all the inventiveness there!
Sada Kalo firmly believes in doing its part for the people of Bangladesh. To help people realize the potential of our local artisans, the store chooses its craftsmen from areas like Netrokona, Barisal, Magura and etc. In this way, not only the creativity of the people hailing from these areas are having their work identified on a wider platform but working for the store has provided them with an opportunity to improve their families’ financial condition. Sada Kalo has a team of trusted chief designers who produce the unique designs and then, the designs along with a sample already completed are sent to these people.
In this way, not only is import of foreign goods discouraged but, our local goods are given more exposure. This is the reason why the material used for the clothes are all made in the country. Not a single thread in the material is chosen to come from foreign lands – khaadi, katan, pure cotton and every possible local fabric are what the store uses. The story of how Sada Kalo has been readily accepted by the people can be told from the number of outlets that it has at present. Today, the store has eight outlets only in Dhaka, one in the port city, Chittagong and another one in New York.
As further aspirations, the fashion house wishes to see all its outlets in different divisions of Bangladesh and on foreign lands, it wants to set its foot on lands like Kolkata and London in near future. Sada Kalo, today, is a store with difference. Not only has it awaken people to the fact that it is possible to look equally elegant in shades of only white and black but the fashion house has made its place in peoples’ hearts in such a way that whenever we think of buying something only in black or white, it is Sada Kalo which first comes to our minds even before those fashion houses that have been in the arena for longer than the store.
Such has been the craze of people for it that in the year of 2005 or 2006, the fashion house thought of introducing the color red to the family but people only wanted it to be remembered for two of its essence colors. So, have you embraced the creativeness of Sada Kalo? Visit the store to lose yourself completely in the shades of white and black only. Situation analysis SHADA KALO is analyzed situation using the 4C framework. 4C stands for customer, competitor, company, and context. Customers: Though SHADA KALO entering first time in Sylhet , it has already made a strong value in Dhaka.
Young generations are its main target customers. It will also target mass people by providing quality products in reasonable price. Competitors: Here already are some established brand like arong , rong, baroni whose made strong base in local market. But SHADA KALO ‘s major competitive advantage that it is a boutique shop which experimenting and working with only two base color that is black and white. This concept is very new in Sylhet and it will create a new concept and environment in local market. But market is getting highly competitive day by day.
So there must be provide good quality products than others and performance in market have to be highly qualified. Company SADA KALO started about nine years ego. All most they have 20 showrooms in Dhaka city. Now Its opening its branch in Sylhet. Selected three partners will run SHADA KALO. It will invest two cores for setting up its showroom in sylhet. Start-up Funding will consist largely of owner investment and a long-term loan from the Small Business Administration. All products will be supplied from Dhaka SADA KALO has nine years strong market experience .
After setting up, there is also plan to set up its factory here in future. This business plan will be used for three purposes: •To map out all the necessary components to create a successful and well-run boutique •To provide management with a blueprint to follow •To secure financing through private institutions and investors Products and Services SADA KALO, a boutique house containing a blast collection in only black and white. Shada kalo carries saries, panjabies, fotuas,salwar kameez’s,children’s wear and many other things, and also there are many fashionable accessories. Context
SADA KALO has defined some of its fixed customers. They are college and university students and young generation. Because of duration between factory and showroom there may some problem be occurred. Otherwise its brand name, color specification, unique presentation help to SHADA KALO reach in expected growth. Market opportunity and Issues SADAKALO’s main competitive advantage is the unique Style Assessment and emphasis on customers in developing their personal style. The key success factor in the market is the provision of quality products in desired demand, and at reasonable prices.
Access to quality raw materials at low cost which is remunerative to the producer, is another recuirment for success in the market. Mission •To provide a boutique that offers a comfortable and approachable environment •To showcase quality, well-constructed fashions from prominent and cutting-edge designers •To offer a variety of beautiful and high-end fashion accessories •To help people learn what clothing and styles go best with their unique personalities •To generate buzz and sales through top-notch exclusive services Keys to Success •Having a good location in a high-shopping area •Quality product and good relationships with vendors Outstanding customer service Objectives •To maintain profit margins at 15-20% through close attention to expenses and cost of goods sold •To drive awareness and build sales through mentions in both local print and the nation’s top fashion magazines 7. Marketing Strategy and Implementation Summary Customer focus with operational efficiency and customer intimacy. Based on extensive research, the following marketing strategies will be employed: •Develop strong relationships with customers by utilizing Style Assessment and offering services to help each customer determine the right clothes for him/her. Provide educational materials and programs that enable customers greater decision-making confidence. •Build awareness of brand and services to exemplify strong store reputation. •Provide customers with a sense of access to “inside information” and harness the power of a customer’s personal network by leveraging marketing collateral designed for sharing and encouraging referrals. •Utilize personal referrals and stylists to build traffic. Target Markets SHADA KALO will tie up with a large showroom. About 10% to 15% of the Production will be used for brand building and analyzing local test about boutique concept in a focused manner.
Positioning SHADA KALO will position itself as a brand which provide people a unique boutique experiences that offers a comfortable and approachable environment . The elegance of the name suggests the types of clothing and accessories that will be featured. BRAND PERSONALITY Innovative | Stylish | Contemporary | Modern | Fresh | Approachable | Elegant. Male- Actor Ferdous Female- Actress Moushumi, now. Marketing Mix Product: Beginning with saries, panjabies, fotuas,salwar kameez’s, SADA KALO will launch children’s wear and many other things, and also there are many fashionable accessories to offer a broad assortment to its customers.
Price: It will offer suitable fixed prices for variable products. There will be offered up to 20% discount in beginning month on its products. Place: SADA KALO will place itself in Sylhet, Nayasorok road and set up there its showroom. The boutique will analyze its growth if it would profitable enough then SADAKALO will be looking for set up its another showroom Promotion: The following promotional tactics will be implemented: •Personal selling and word of mouth via networks of friends, stylists and customers •Unique visual displays in storefront on a weekly basis Advertising in social networks , that are targeted specifically to the customer •Sales Promotion such as store events and bi-annual sales •SADA KALO’s Web Site •Advertising will be at a minimum with regular ad placements in the city. Review and Control SHADA KALO will have simple, decision friendly, weekly, monthly, quarterly, and annual reports focusing on •Revenue and unit sales •Expenses •Customer feedback •Market log(self and competitive major activities) Marketing Organization One of the three partners will head head the marketing function and will be supported by a senior manager. Contingency Plan
SADA KALO anticipate pressures on price due to competitive activities and strong buyer power. Its impact will be felt on profitability . It will also keep sufficient captalto manage enhanced working capital requirement and need to keep a sufficient inventory. Branches: Their first showroom opening in Rifles Square, displaying their unique black and white outfits. Since then, they’ve expanded over the decade with a new branch being opened with each passing year. Their second branch was established in Banani. From there, they went to Bailey Road and then Gulshan, after which their operations spread to Uttara, Bashundhara and so n. Now they’ve established themselves in the market as one of the best fashion houses in Bangladesh, with eight branches in Dhaka alone and one more branch in Chittagong. Additionally, they’re also the first of our local fashion houses to have taken a leap from the domestic market into the American market, with one store in New York and another located in Florida. Another aspect of their work includes providing their material to a US based organization called Bangla Trading who set up one or two fairs in various locations across America, each month, displaying ShadaKalos brand of clothing and accessories.
Product Having started off with just a collection of traditional mens and womens wear along with some household items, ShadaKalo added more pieces to their catalogue as they grew in size. Their mens wear range includes punjabis, fatuas, kurtas, trousers, shawls and more. For women, their showrooms offer sarees, kameezes, fatuas, shawls and so on. The specialty of ShadaKalo lies in their exclusive designs and cuts. Their range includes embroidered apparel with block prints and hand paints as well as fine needle work with sequins on silks, georgette and cottons.
The boutiques have also displayed household items like table runners, mats, bed covers, candles, ceramic mugs and innovative terra cotta and ceramic jewelry. Apart from these regular items they provide exclusive tems made for special occasions such as Eid, Pohela Boishakh, etc. Price: The prices of their items were set according to their demand, while also taking into consideration the fact that their target customers mostly consisted of people with moderate income. Cotton sarees range from Tk 800 to Tk 1,500, muslin sarees can go from Tk 3,000 to Tk 5,000 and silk sarees start at Tk 5,000 and go up to Tk 15,000.
Punjabis, kameezes, fatuas and kurtas usually range from Tk 300 to Tk 1,200 but at times they can also go up to Tk 3,000. Accessories and ornaments can range from as low as Tk 30 to around Tk 100 and the price range for household items such as cushion covers, table mats, floor mats, statues and curtains can range from Tk 1,000 to Tk 3,000. ShadaKalo’s chief competitors can all be found under the Deshi Dosh umbrella. This comprises other fashion houses like Nipun, Kay Kraft, Rang, Deshal, Probortona, Anjans, Banglar Mela, Bibiana and Nagordola. position: SHADA KALO is now very popular with us.
Most of the Dhaka city’s people like to ware SHADA KALO’s dresses. All most they have 20 showrooms in Dhaka city. Style: They use two common colors “Whit & Black”. All designs are related with bangle culture. They try to mix up new and old fashion in their design. Product Price Analysis Classic chic is the name of the game at Dhanmondi’s unusual boutique, Sada Kalo, which insists on presenting apparel and accessories in solely two colours- black and white! Both their menswear and womenswear range come in these classy shades, not to forget elegant black and white fashion accessories to match up your Sada Kalo look!
If you’re seeking a complete makeover this season, go timelessly chic with the boutique’s signature black and white. Decor: As the name suggests, the interiors of Sada Kalo are predominantly done up in black and white. Product range: Exclusive collection of menswear and womenswear, besides kidswear, jewellery, home and gift products. Their menswear range includes shirts, fatuas, t-shirts, kurtas, trousers shawls and more. For women, the showroom offers saris, salwar kurtas, fatuas, shawls, shoes and bags. The boutique also displays innovative terracotta, silver, pearl and ceramic jewellery.
Speciality: The speciality of Sada Kalo lies in their exclusive designs and cuts. Their range includes embroidered apparel with block prints and hand paints as well as fine needle work with sequins on silks, georgettes and cottons. Price range: Cotton saris: Tk350-Tk1900 Silk saris: Tk750-Tk4500 Salwar kurta: Tk650-Tk3200 Fatuas: Tk320-Tk440 Women’s shawls: Tk400-Tk800 Salwar material: Tk450-Tk3500 Shirts: Tk450-Tk1000 Silk kurta sets: Tk 2000-Tk6000 Cotton kurta sets: Tk450¬-Tk2500 Cotton trousers: Tk250-Tk350 T-shirts: Tk120-Tk180 Men’s fatuas: Tk320-Tk980 Men’s shawls: Tk350-Tk550 Customised/readymades:
Clothes may be customised at the boutique. Buy back/exchange: Exchange facilities are available Special service: The boutique takes alteration jobs on behalf of customers.. Timings: 10:00arn to 9:30pm Days Closed: Saturdays Our point of view: SHADAKALO is doing very good in their concept. They try to make a new track for bangle culture. It will be a idol for our fashion house. Shanto-Mariam University of Creative Technology Title: Organizational Profile Of Sadakalo Subject: Design Management Subject code: DES 303 Assignment No: 1 Semester: 5th Program: Fashion design and technology Submitted to: Md. Zafar Alam Bhuiyan
Assistant Proctor of Design City Campus, Lalmatia ,Dhaka Submitted by : Bioscope Semester: 5th Batch : 15th Dhaka, November 12th , 2012 S. M. Kamrul Hasan Sakib Nusrat Jahan Lisa ID:102011360 Id:102011044 Designation: Group Leader Designation: Member Salma Sultana Shohely Nyma Haque Id: 102011324 Id:102011064 Designation:Member Designation: Member
Fatema tuj Zohora liza Tanuja Das Nitu Id: 102011022 Id:102011455 Designation: Member Designation: Member Acknowledgement First of all we would like to thank Almighty Allah. Furthermore we would like to express our gratitude to all those who gave us the possibility to complete this assignment. We are deeply indebted to our sir Mr. Zafar Alam Bhuiyan (department of design 102) whose help, stimulating suggestions and encouragement helped us in all the time of research for and writing of this ssignment. Last but not the least our beloved parents for whom we are in this beautiful world and getting the opportunity to work for such a noble cause. Content 1. Acknowledgement 2. History of Sadakalo 3. Set up – Sadakalo stuff Organization Chart 4. About Sadakalo 5. Aim 6. Situation Analysis 7. Misssion 8. Objectives 9. Target Market 10. Marketing Mix 11. Marketing Organization 12. Product Price Analysis 13. Our Point Of View 14. Product/Garment Manufacturing Process
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