An Over View Of The Company Khimar Wear Marketing Essay

Khimar Wear provides modest clothing for Muslim women athletes and sports persons. It has made a breakthrough in a very niche market and offered a unique solution to the problem of Muslim women desirous of participating in sporting activities.

Khimar Wear observes the latest technological advancements and labour rules in its manufacturing units. It uses light-weight, stretchable and durable nylon, soft Pro-shell, Gore-Tex and Lycra as material for its products. These allow garments to be made in layers which remain ultra-light weight and very comfortable. The products are designed innovatively that allow flaps and zippers to be added at strategic positions that cannot be seen by others yet allow free breathing of the material and keep the body insulated. Microbiological activities are minimized and add a fresh and healthy feel to the garments. These are quick-drying and extremely elastic to allow for comfortable and free movements and are easy to wear and remove.

The Common Wealth Games are round the corner. There are several Islamic nations that will participate in the Common Wealth Games being held in New Delhi, India, this October. However, the Islamic nations have few women representatives. One of the reasons is that Islamic women do not have the proper sportswear that will enable them to participate in the games and maintain their ethnic and cultural norms.

Khimar Wear has come up with exciting new sports gear for women that ensures comfort, fashion and value for money. There is a whole new range of styles, colour, sizes, fabric and designs to suit the individual needs of the customers. The demand for Khimar Wear products is increasing manifold as more and more women realize the exclusiveness of the products, range, durability and brand value of Khimar Wear.

Khimar Wear has reached out to customers across the globe and has made purchasing easier by opening e-stores for online purchase and facilitates order placing. The online transactions alone, on an annual basis are estimated to be £10m catering to customers in the Middle East and Islamic countries of Asia. New research shows that there will be a substantial hike in the sales of Khimar Wear products during the Common Wealth Games 2010. Therefore, great attention has been paid to manufacturing products that offer a good mix of sports gear.

World famous lawn tennis champion, Sania Mirza and famous boxer, Laila Ali, have been chosen to be the brand ambassadors for Khimar Wear products. They maintain that comfort is as much a part of being a sports woman as appearance is and prefer to wear Khimar Wear for their ultra light wear, quick drying, and super elasticity of the materials that go into making Khimar Wear sports clothes.

Australia has a huge market for business buyers as well as buyers of consumer products. Even though the consumers far outnumber the business buyers, the volume of sales in the business market is greater than that of the consumer market. Since making any kind of purchase involves making a decision by the customer, the product should be marketed in a way that the customer can make a positive and quick decision. In order to introduce a new and innovative product one needs to study and analyze the behaviour of the consumer.

Khimar Wear understands the need for Muslim women to work out and participate freely in sporting activities as alternative to sedentary pursuits like home-making and reinforcing their femininity and ladylike behaviour. A sedentary lifestyle can lead to health problems like increased chances of coronary diseases, diabetes, obesity, high blood pressure, etc. The general belief that Islam forbids women from participating in sports is not entirely correct. It is recommended in Islam that women should not participate in mixed gender sports and must cover their bodies appropriately while engaging in public sporting activities.

The famous swimsuit brand Burqini designed by Aheda Zanetti, came into being as she understood the need for women to get healthy exercise and at the same time maintain their modesty. She was able to make a niche in the market by exploiting this need and filling the gap. Khimar Wear specializes in all sports dresses for Islamic women. All sporting dresses follow the Islamic prescription of covering their arms, legs and head. Like Shelina Zahra Janmohamed has mentioned in the prologue of her book, Love in a Headscarf, Muslim women don't need to "fit into other people's boxes" (2009). Khimar Wear provides women this option of being themselves and deciding to follow their hearts and remain true to their ethnicity.

At Khimar Wear, we exhibit exemplary industry standards and spend a significant portion of our investment towards research and training of the workers and staff. Our sales projections for the coming fiscal year show that sales will amount to £30m. The salary for the workers and management staff will amount to £1.2 m. Our constant endeavour to keep our products updated with the latest international standards has made us compulsorily invest 1.5 to 3% of our annual sales on R&D. Finally, we can say truthfully, that none of our factories at the different locations worldwide can be turned as sweat shops. Therefore, the future also is equally bright as the present for our products.

Khimar Wear investors promise stand solidly by the company for the next three years within which time we are expecting to break even and start generating profit and make the business self-sustaining.

Conclusion

The goal of Khimar Wear is to start as an exclusive business venture promoting exclusive products and targeting an exclusive market. Once it has gained a strong foothold in the domestic market, our aim is to expand across the globe and branch out into subsidiary fields like fashion designing and haute couture and foray into sports garments for men. Being a new enterprise we have the enthusiasm and foresight needed to create strong relationships with our clients and other competitors in this field. Our successful track record, sound hiring, experienced staff and cutting edge technology along with state of the art showrooms and partner outlets give us a definite edge over our competitors in the industry. Finally, we are confident that we will be able to build a strong brand name and provide the best opportunity for our customers to have a happy buying experience.