Brand Name: Bareeze

Brands tagline: Embroided classics

Brand logo:
Industry : Sefam PVT LTD.
Mission statement: Bareeze` is committed to provide its customers with
designer embroidered fabrics.

Introduction and background:

Sefam was established in 1985 with the launch of its first brand 'Bareez'.Bareez's
singular mission, and at time Sefam's was to create beautiful, desirable
fabrics equal to the best in the world, yet made in Pakistan. Prior to
Bareez'sentry into the market, amazingly, the concept of a locally made
quality fashion product did not exist. All the best markets only sold and
foreign fabric and foreign goods.
Opening the first store in Shadman market, Lahore in 1985, Bareez sought
to change this perception. The first collection sold out in a matter of days and very soon
the store had garnered the image of being a store which sells quality imported fabric
claiming it to be local.
Soon after, another Bareez store was opened and then another and another. Currently,
Bareez operates 57 stores nationwide and another 10 globally. Bareez has the
distinction of being the first Pakistani chain store as well as the first Pakistani brand
to go abroad (Dubai in 1995). Sefam has since broadened its vision from quality,
desirable fabrics to quality, desirable clothing for all categories of consumer.

Bareeze:
Bareeze has a history of over 30 years of commitment to the utmost quality
products and they are recognized in the market for their continuous maintained
level. The Bareeze range includes crisp cottons, luxurious silks, sheer
organza, chic chiffons and many more. Textile embroidery is an art that weve
mastered whilst
Keeping the local tradition alive in each of their designs. Hand embroidery has been the
epitome of quality and fashion of the sub-continent region in the history books.
Bareeze is proud to be the perfectionist in carrying on the subcontinenttradition of hand embroidery into their exclusive Bareeze fashion
fabrics.Bareeze takes pride and prestige in its fabrics as each piece is designed with
keeping the latest trends and fashion in mind, giving it exquisite detail andfinishing
the product with the utmost detail so that each design is a masterpiece.With
over three decades of commitment to quality, Bareeze is today, a recognized brand
for the domestic and international markets.It is owned by Sefam (Pvt.) Ltd.

The Bareeze range includes crisp cottons, luxurious silks, sheer organza,chic chiffons
and an ever-developing range of innovative products. Textile embroidery is an artrooted tradition. Hand-done embroidery from the subcontinent was always
considered a quintessence of quality, reflecting an exclusive fashion option.
Bareeze is proud to be the modern day perfection of transforming traditional subcontinent hand embroidery into exclusive Bareeze fashion fabrics.

Products:
1. Cotton
2. Organza
3. Chiffon.
4. Silk
5. Lace
6. Net jamanwar
7. Swiss lawn
8. Cotton karandi
9. Polyester

Pricing strategy:
Bareeze use value based pricing for its products. Bareeze is a multinational which is
constantly progressing with the adoption of effective pricing strategies. Adapting
effective Pricing Strategy with its proper implementation boast the sales and
profitability and organization is able to gain huge market share.They use the
best materials and best Swiss textile machinery which enables them to produce
embroided fabrics which is considered to be of quality in the world.
Variety

Prices

Turkish lira

1. Cotton

Rs 2000-5000

60 - 147 TL

2. Silks

Rs 5000-7500

147-220 TL

3. Organza

Rs 4000-6000

118- 176 TL

4. Chiffon

Rs 7600

220 TL

5. Brochia

Rs 5000-8000

147-235 TL

6. Net(3 pieces)

Rs 14000

7. Grip chiffon

Rs 8400

412 TL
247 TL

8. Cotton karandi( 3 pieces) Rs 7500 220 TL

Promotional strategy:
Bareeze uses the following advertisement media:
Billboards:
Billboards serve an important source of promotion. As Bareez targets a
highly segmented market audience, billboards are placed only in these areas
where most of upper and middle or elite class lives.
Brochures:
Brochures communicate advertisement, designed to deliver maximum impact. Bareeze
has created promotional campaigns and ad-positioning concepts geared towards brand
value, brand retention and maximum customer brand interaction
Magazines:
The Promotion is done through magazines as they prove to be the most
specialized source of mass media. Bareeze promotes its collection through various
magazines such as:
1. Me and my wedding
2. She
3. Visage
4. Libas
Bareeze now publishes its own magazines comprising of all its brands and collection
Seasonal Sales
Bareeze launches seasonal collections and off-season sales. It helps bring in
a huge amount of revenue as sales are increased rapidly and it is a
technique to earn quick revenue.

Market segmentation:
Bareeze is focusing on various segments of national and international
marketsfor providing specialized quality clothing.Segementation is done on
the basis of:
1. Geographical location
2. Social classes
Upper class
Upper middle class

Market positioning of the Bareez:

Bareeze provides the best quality work so to position their image in the
minds of the people as well as in the field of fashion n designer clothing.
Giving an image that leaves a long term impression on the consumer is a
bias of their enthusiasm and creating awareness in the right segment with
right tool is the crux of their expertise.

Value proposition of Bareez

Bareeze clothing is all about class and sophistication. When the customers
talk about Bareez the following image prevails in the minds of consumers:
1.
2.
3.
4.
5.

High quality products

Durability
Rich colors
Reliability
Style