Stone Age

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Executive Summery

Stone Age is a brand identified by its progressive, cutting edge borderline funk that has been inspired by the growing need for an urban youth trend movement. We design with an edgy creativity while focusing on modern lines and sleek fits. Each and every item out of our denim/casual-wear collection has been designed and tailored with the confident sassy young men and women of today in mind, bringing out their inner freedom.

Stone age is a part of Crescent Bahuman Ltd, one of the country's leading denim exporters boasting a clientele as versatile as Levi's®, Mustang, Bensherman and Xpress Ltd. In less than two years (the first branch opened its doors in March, 2006), Stone Age has become the leader in how denim trends are dictated in Lahore and Karachi (where we have four outlets) and we are further venturing into Islamabad, Multan, Sialkot and Faisalabad. Stone Age is a one-of-its-kind brand as it has recruited the very best denim design talent in the country to lead the way in creating for the discerning masses, thus ensuring quality, exclusivity and accredited style.

Denim History

Jeans are trousers traditionally made from denim, but may also be made from a variety of fabrics particularly including corduroy. Originally intended for work, they became popular among teenagers starting in the 1950's. Historic brands include Levi's, Jordache, and Wrangler. Today jeans are a very popular form of casual dress around the world and come in many styles and colors, with the "blue jeans" particularly identified with the American culture, especially the American Old West. The earliest known precursor to jeans is the Indian export of a thick cotton cloth, in the 16th century, known as dungaree. Dyed in indigo, it was sold near the Dongarii Fort near Bombay. Sailors cut it to suit them.

Jeans fabric was made in Chieri, a town near Turin (Italy), already in 1600's. It was sold through the harbour of Genoa that was the capital of an independent republic, and a naval power. The first were made for the Genoese Navy because it required all-purpose pants for its sailors that could be worn wet or dry, and whose legs could easily be rolled up to wear while swabbing the deck. These jeans would be laundered by dragging them in large mesh nets behind the ship, and the sea water would bleach them white. According to many people the jeans name comes from blue de Genes, i.e. blue of Genoa. The raw material was coming from the city of Nîmes (France) de Nîmes i.e. denim.

University of South Asia

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Vision Statement

As a premier authority on denim-wear in Pakistan, Stone Age has become an indisputable ringleader on how trends and fads are done in the blue. With over four already operating outlets in Pakistan, two under construction and three more ready to set trends ablaze by the upcoming season, it's only a matter of time before the brand goes international. Stone age will soon launch itself on a whole new level of foreign revival by branching out in bustling centers of all commercial and fashion related activities like Dubai, London and India within the next two years.

Mission statement

Whether inspired by punk rock, go-getting glam, funk or urban street culture, Stone Age aims to empower the young with a fashion statement to emancipate and liberate. Dressing up the cool and toning down the convention, Stone age enhances a trend culture honed in on what the rebels of today crave: street smart threads on a whole new scale of attitude re-born.

Stone Age Collections

Men

Collection

Woven Knits Bottoms Tees Shoes


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Belts Shades

Women Collection

Woven Kaftans Tees Shades Handbags

Shoes

Denim Collection

Men


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Women

Stone Age Production Process


Raw Material Procurement

Yarn Production

Fabric Production

Fabric Finishing

Fabric Dying, Bleaching

Fabric Cutting

Fabric Stitching

Garment ProductionGarment PackingGarment sent to Stores

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Final Assignment

SWOT Analysis

SWOT Analysis, is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective.

1. Strengths

Well defined and Realistic goals

Motivated Leadership

Adaptable to changing times

The Goodwill in the Market of the Company

Efficiently managed resources

Prime locations within the city

Proper planning in the placement of the garments

High frequency of customers

2. Weaknesses

Improper forecasting of demand

High infrastructure expenditure

Limited Outlets

High Price

Frequent shifts in the fashion and trends


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3. Opportunities

Encourage Innovation

Development of employees by providing training

Mergers & Acquisitions

Reduction in the time between manufacturing and distributing the product

Setting up of new stores in new locations

Providing seating facilities in the store

More emphasis on women apparel

4. Threats

Economic Slowdown due to varied factors

Unexpected Events

Cloning of process by competitors

Emergence of new fashion trends which could result in loss of present stock

Shift in the customer preferences

Emergence of new Brands


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PEST Analysis

1. Political Factors

The political situation of Pakistan is not satisfactory. Due to the rapid change in the Government every government sets its own new trade policies. Govt. should apply sustainable policies for the beneficial of the exporters as well as the investors.

2. Economic Factors

The economic condition of Pakistan can also affect the foreign investors increasing inflation rate make the cost of production high and thus reduce the profit margin of the investor.

3. Social Factors

The change in the lifestyle of the people affects the growing demand of the textile products. The change in the lifestyle and needs in different demographics also affect the demand of the customers. Due to all these changes textile industry is performing excellent for the excellence organization as well as for the customer.

4. Technological factors

Technological advancement in all the sectors of the country has changed the entire socio-economic environment. Especially in the textile sector there is a lot of technological development. Excellent computerized machines and devices are installed in the textile sector has made extension in its present setup by installation of well advanced technology imported from Japan China and France.


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Core-Competencies of Stone Age

Stone Age overall strategy was now to sell “relevant products at the right price in the places where people shop”.

Expansion in distribution channels and product ranges in order to reach more consumer segments.

Stone Age main focus is to keep eye on changing trends and fashion.

Stone Age launched a new brand, marketing a new value-priced blue jean called Denim.

To deliver their products to every consumer segment.

Jeans completely produced in house.

Vertical Setup.

Prices are compatible.

Fabric Finish is comfortable and easy to wear.

Suggestions

Conduct a market survey.

Ahead with the latest fashion trends.

Adopting a more aggressive marketing strategy.

Influx of new range of products catering to various segments of customers.

Laying more emphasis on Women & kids apparel.


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Conclusion

Stone Age limited is one of the leading apparel brands in Pakistan. The system, the management style, the policies & decision making environment is really remarkable. This assignment is basically an attempt to identify the areas which need to be improved. In this era of technology, the “Information” is the key to success in the business. This means that the successful businessman will be who will have the right information at the right time. This comment leads to the conclusion that the Information Sharing Process should really be improved.

The overall analysis is indicating that the company’s progress has mainly attained through dedication of employees. The effectiveness of its management, their willingness to take advantage of opportunities and face challenges of changing economic picture, this all contributes to the very much improved and sound position of company. This is really appreciable for the devotion and hard work of all the employees of the company

　


Documents

Stone Age