Itqani Fashion Design

Preamble

ITQANI Fashion Design is a registered businessdecember2015 based in Dubai and aims to be the GCC women’s first choice. ITQANI carries only top of the line quality in women's Caftan, Abaya, and Dress. Our selection will range from the basics of comfortable Caftan and Abaya to the trendy style of stiletto Caftan, Abaya, and Dress design. We will be purchasing through sales representatives and manufacturers in a variety of sizes, colors, and style to fit our customer base. The greatest percentage of merchandise will be in Abaya followed by Caftan and Dress.
ITQANI is organized as a sole proprietorship. ITQANI will operate virtually through sales representatives all around the GCC to test its market top of the line tester and teaser product. The hours of operation will be Sunday - Thursday 10:00 a.m. – 10:00 p.m. Customers will be able to purchase directly from our designated outlets. There will be extended special hours designated during shopping season.
All merchandise will be purchased according to the company's mission and customer focus of Caftan, Abaya, and Dress ranging from sizes 5-13. Management will rely on customer feedback, suggestions, and sales reports to introduce or eliminate certain brands, styles and sizes.

The Concept

Recognizing that the market for quality Caftan, Abaya, and Dress in extended sizes is quite competitive using the larger fashion retailers. ITQANI will minimize the competition by targeting specific niches, generally focusing on other retail stores whose prices are too expensive, lack quality and are not "Caftan, Abaya, and Dress size efficient".
ITQANI has three keys to compete. The first is establishing a high quality, high value relationship with its vendors, suppliers, and customers. The second key is to ensure reliable and timely delivery of their products. The last key to success is the highly experienced, professional, and reliable administration of the organization.
This to be boutique business plan of its owner is intended to provide the structure to make sure this last key to success is realized. Now, ITQANI is setup as a registered fashion design business with plans for expansion into a store/boutique in the near future. This will be the most cost effective arrangement, yet provide the requisite amount of service and support.

Objectives

The objectives of ITQANI are:

To market trendy, elegant [Caftan, Abaya, and Dress], ranging from sizes 5-13, that will cater to the needs of the everyday woman.
To receive a 50% profit margin within the first year.
To provide customer service, measured through new and repeat business (our goal is that 50% of our customers will return within 6 months for an additional purchase) and multiple sales (our goal is that 30% of our non-running and 60% of our running Caftan, Abaya, and dress sales are accompanied by an additional purchase).
To achieve a net profit of 25% by year two and 50% by year five.

Mission

The ITQANI mission is to offer quality name brand Caftan, Abaya, and Dress in an assortment of sizes and styles to accommodate the chic in every woman.

Keys to Success

In order to succeed in the women's fashion industry ITQANI must:

Carry an assortment of Caftan, Abaya, and Dress sizes and style to fit the personalities of any GCC woman.
Provide customers with top-notch personalized customer service in an atmosphere of Arabic hospitality.
Advertise and promote in all GCC areas so that our customer base will learn more about ITQANI.
Continuously review our inventory and sales and adjust our inventory levels accordingly.
Most importantly, always stay on top of the latest trends in the style of women's Caftan, Abaya, and Dress.

Products

ITQANI will differ from other Caftan product#1, Abaya product#2, and Dress product#3 retail stores because we will always be ahead of the competition, but we will still maintain the high quality of Caftan, Abaya, and Dress. Also, ITQANI’s product lines will be contemporary, styli, cozy, and colorful.

The Marketing Strategy

ITQANI marketing strategy will not exceed 50% of our annual gross sales. We will use a wide range of approaches including our outlet vendors, website, social media, business cards, and word of mouth.
ITQANI will initiate and participate in fashion shows, exhibitions, and events. Flyers, billboards, and digital screens will be used indoors/outdoors. A collaboration approaches with key clients in the fashion and non-fashion industry is considered too.

Sales Strategy

Our key to sales strategy at ITQANI will be a great buying experience, every time. Once a customer comes in the door, they will be greeted and assisted as much or as little as they wish. Some customers are uncomfortable with lots of personal attention; others expect it. The Owner’s experience as a retailer has taught her how to read the subtle signs that tell her what a customer is seeking when she enter. All customers will be offered tea or coffee while they shop, and we will have comfortable chairs for friends to sit in while waiting.
ITQANI sales goal is to generate repeatable business and strong word-of-mouth advertising based on this great buying experience. Word of mouth in new women's apparel and accessory stores tends to spread to family, friends, co-workers, community members and people we depend on to provide us a service (hair stylist, nail salon, doctors, etc.), in and out of the GCC region.
ITQANI also plan to have an ERP software in order to collect customers’ information such as:
Names, addresses, email addresses. and phone numbers
What type of Caftan, Abaya, and Dress the customers prefer
ITQANI will also accept returns/exchanges of unworn Caftan, Abaya, and Dress with receipt within 3/7 days of their purchase to build a trust with all of our customers.