CHEN ONE

by Chenab Group (based in Faisalabad, Pakistan)

Asaad Imtiaz
Fashion Marketing & Merchandising
• Fasion is changing very rapidly.

• Responding promptly to the market need,

Mian Muhammad Latif, Chief Executive of
Chenab Group, visualized a brand catering
to such market requirements.
• ChenOne is a subsidiary of Chenab
Limited, formally Chenab Fabrics and
Processing Mills Limited.

• The Group is one of the largest exporters

of home textile products from Pakistan.
 OBJECTIVE AND MISSSION
STATEMENT
"Our policy is customer satisfaction which
we ensure through proper planning,
continual improvement, employees
satisfaction, environment friendly
production, prevention of environmental
pollution, resource conservation and
implementation of relevant, environmental,
social and cultural norms/laws."
 Stores Locations
• Islamabad (Opened in 1997)
• Rahim Yar Khan (Opened in 1997)
• Lahore (Gulberg branch) (Opened in 1998)
• Faisalabad (Opened in 1998)
• Karachi (Opened in 1999)
• Rawalpindi (Opened in 2001)
• Peshawar (Opened in 2002)
 Stores Locations

• Abbottabad (Opened in 2004)

• Lahore (Defence branch) (Opened in 2004)
• Multan (Opened in 2005)
• Sialkot (Opend in 2006)
• Gujrat (Opened in 2006)
• Sargodha (Opened in 2009)
 Stores in Abroad

• Abu Dhabi
• Dubai (Jumeriah)
• Makkah
• Bahrain
• Ajman
• Sharjah
• Riyadh
 Future Destination

• Outlets in Bahawalpur, Gujranwala, Kuwait and

Musqat are near future destinations.

• With the target of opening 50 stores in Pakistan

by 2015, ChenOne will maintain its status of
being the largest chain of stores in Pakistan.
• Chen One deals with a wide product range
including apparel, full range of furnishings,
crockery, and accessories.

• It carries products for the whole family.

• Hence, by merchandise category it is a

family store.
Bed Linen
Furniture
Accessories
Men's Wear
Women's Wear
Kids Wear
• Originated from Singapore 1994

• Quality shoe retailers

• It's a pride of ChenOne that the 100%

leather products of this renowned, trendy
and stylish brand are available in Pakistan
exclusively at its stores
 Target Market
• Chen One's target market is high-income
customers.

• The brand is not for middle class or lower

class customers.

• Chen One says that if they cater to that

class by reducing the prices of their
product, they would have to compromise
on quality.
 Consumer Lifestyle
Profession Highly paid people
Age 8-45 years
Geographic location Cities of Pakistan
Standard of living High, rich people
Association to particular Western
culture
Style (sense of dressing) Casual and stylish
Level of fashion Aware and follow fashion
forwardness
Lifestyle Modern
Chen One

• Chain retailer

• Contemporary

• Fashion followers
 Position Chart

High Price

Chen one
Low High
Fashion Fashion

Low Price