At Ideas by Gul Ahmed, you will find a variety of fashion lines including prt

wear, unstitched fabric (for males and females), polo shirts, formal and semi formal
wear (for men) and the diverse range of casual and formal wear (for women). Over
the years, Gul Ahmed has introduced a number of new trends including high-class
G.prt wear, Chantilly Chiffon, Chairman Latha (for men), Digital-print Kurtis,
Accessories (shoes and handbags), Home Items (bedding, cushions and bath items)
and so much more. Our designs are fashionably contemporary yet timeless because
of their strong pedigree. It is our originality and respect for business ethics that
today, Gul Ahmed ranks as one of the leading clothing brands across Asia. Gul
Ahmed not only provides fashion at great value, but also caters to various customer
needs by offering a diverse product mix. This leads to a complete and enjoyable
retail experience. At Gul Ahmed we dont just aim at setting trends, but believe in
mastering them. As a result of this, the chain has expanded up to 60 stores across
Pakistan since its inception in 2003. This has contributed greatly to it becoming the
largest lifestyle and fashion store in Pakistan.

The significance of Retail image:

Ideas provide local consumer with good quality products in a different
environment where customers can have an enjoyable shopping experience.
To provide all its products under one roof.
To build their brand and to promote it by creating a huge impact in the minds
of customers.
To provide genuine value to consumers with providing them not only a good
product but also competitive prices, ambience and service.

 To meet consumers expectations in all spheres.

To develop an outstanding service vision. This would draw the customers
repeatedly to the store.
To develop customer managed relationship.

Overall Retail image of IDEAS by GUL AHMED :

Target market:
IDEAS mainly targeted towards the upper middle class. They target male and
female both of high income group.

Firm positioning:
IDEAS has already developed a loyal clientele who have develop trust in the
product quality and believe that since it is backed by a huge concern such as GUL
AHMED, the quality will stand the test of time and that they are being served by
reliable people.
IDEAS described its positioning strategy as follows:
To offer exclusive high quality, modern design as well as impeccable service with
courteous, informed and well groomed sales consultants. Our aim is to provide a
distinctive cozy shopping environment with attractive dcor, a consistent
availability of high quality products and new product innovations.

Customer service:
For IDEAS, customer service plays an integral role. They believe that in order to
develop a strong sustainable relationship with the customers, its important to stay
in touch and keep giving them reasons to come to the store again and again. They

do this by coming up with new collection and varieties and keep their customers
informed. This is the reason they maintain the database of customers and send
them their promotional material every season. IDEAS also provide their sales
services which is motivating factor for customers.

Store location:
The stores are located where it is highly visible to the passers, which creates a
number of footfalls in store. IDEAS is based at a high street location with the
advantage of a large parking space.

Merchandize attributes:
a)

b)

Hierarchy:
Apparel
Bedding
Women accessories
Bath accessories
Children accessories
Kitchen accessories
Ceramics
Others
Transportation:

Transportation is the cost efficient and delivery time is reduced as the factory is
located in the same city. Material handling equipment is well stocked in the store
and items are kept in ready to sell state. They are kept to the minimum.
c) Goods received note/inter transfer note:
Goods received forms and inter transfer formed are signed when goods are
dispatched and received. This is done both electronically and manually and helps
track items easily.

The First-in-first-out (FIFO) delivery and selling plan is used so that out of date
items are not left over in the stock.

Pricing:
IDEAS is an affordable shop for the target customers. It justifies its pricing policy
with its exclusive brand, high quality and good customer service while at the same
time making sure that the products are not too expensive.

Store Atmosphere of IDEAS by Gul Ahmed:

IDEAS have planned their store atmosphere and layout very carefully so as to
leave the lasting impression on the minds of customers. They have strategically
planned it with a mix of elements to meet the needs of the customers. The elements
of store atmosphere and design are as follows:
IDEAS have employed staff to match its selling and image needs. It employees 20
people out of which 8 are female, with the highest number of employees allocated
in the women clothing floor. They all are graduates, well-trained and are fluent in
English. All the employees are trained of two months before they begin working.
Regular workshops are also organized for them in order to equip them with sustain
able knowledge. They are groomed and well dressed sporting a beige uniform
while catering to the needs of the customers in warm and courteous manner.
Fixtures in the IDEAS store complement the merchandise. They have used
exquisite wood work to give the store a high class feels. Flooring is of the granite
in light ash color with wood paneling in different areas. This make the store look
spacious. The different and beautiful clear mirrors that comprise the exterior of the
store are new and modern concept in retailing through which one can see the
product inside. This attracts customers to the store.

The odor of the store is harmonizes with the atmosphere. The IDEAS store always
smells fresh. The store manager did not want off-putting store incense, so a light
air freshener is sprayed throughout the store every half an hour. Overall, the is a
pleasant whiff of lavender in the atmosphere.

Visual merchandizing:
IDEAS store has a store very bright environment with a clean, spacious outlook.
Small displays are arranged throughout the store. The interior design gives a
minimalist modern approach due to which there is a careful selection or items on
display. This is the main reason that the store has an uncluttered look. The
customers feel comfortable when they are checking the product. The lighting is
bright which highlights the products and the displays the background has the
exquisite woodwork on the panels and shelves, white walls , sparkling granite
floorings accentuate the products on display rather than mixing up with the
colorful merchandize. The glass faade gives the store a chic visual image.
The merchandize destiny is low. The products and their variety are well placed on
shelves lining the walls. As the displays are well presented in key areas, the store
does not need to exhibit all their products; instead they are stacked neatly.
IDEAS usually play soft, pleasant music in the background at a moderate volume.
It chooses songs that do not disturb the environment but provide soothing
background music.

Exterior (storefront):
The store exterior attracts shopper by attractive posters on the glass panels, by
keeping the catalogues near the sales counter as free giveaways, dressing up
mannequins of women apparel section as well as the ground level that also catches

the eye of the by-passer. Right in front of the entrance, an illuminator shows slides
of models wearing GUL AHMED lawn, which is very appealing.
By the staircases, different products are laid out as to give the customer an idea of
the product range that is available downstairs (the kids section).

Interior:
IDEAS store has a very bright environment with a clean, spacious outlook. Small
displays are arranged throughout the store. The interior design gives the minimalist
approach due to which there is a careful selection of items on display. This is the
main reason that the store has an uncluttered look. The customers feel comfortable
when they are checking the products out. The lighting is bright which highlight the
product and the displays. The background has etiquette woodwork on the panels
and shelves, white walls, sparkling granite floorings accentuate the product on
display rather than mixing up with the colorful merchandize. The glass faade
gives the store a chic Image.
The merchandize destiny is low and their variety are well placed on shelves lining
the walls as the display are well presented in key areas the store does need to
exhibit all their products instead they are stacked neatly.

Store layout:
The layout of the store is such that it allows the customers to walk around. The
layout plan of the basement and the ground level is in race track format where the
customer is led around the store. The women apparel section however a free flow
format has, with cloth material layout the shelves and two large shelves were
packed suits are kept. Apart from that, there are three counters where sales
executives deal with the customers and lay out the material as required. On one

side, slippers of a limited variety and the bags collection are displayed. It is very
convenient for the customers to browse around the store.

Allocation of Floor space:

IDEAS management does a quarterly hot, warm and cold spot analysis. Starting
with the top floor, which is the women apparel section, as the customer traffic is
highest there then ranks the bedding section. Lastly, Then children section is
analyzed. Each and every space is analyzed to see how well is each floor doing and
where they need to give more importance to make it a hot spot. Apart from that
space performance judged by its ensuing sales.

Classification of store offerings:

An assortment of merchandize is offered to customers shopping with an eye of
quality and goods design. IDEAS filled the gap for good quality items in attractive
designs by GUL AHMED all under one roof. Its product following are as follows:

Womens apparel (the highest impulse purchase at ideas)

Bedding
Women wear
Menswear
Kitchen accessories
Bath accessories
Ceramics
Gift items
Women accessories
Furniture
Children accessories

Traffic flow pattern:

A straight (gridiron) traffic flow places displays and aisles in a rectangular or

gridiron pattern.

Advantages & benefits:

An efficient atmosphere is created.

More floor space is devoted to product displays in store
People can shop easily and quickly
Personel help is easy, thereby reducing time consme
A friendly atmosphere in IDEAS store is presented
Shoppers do not feel rushed and will brouse around
Impulse or un planned purchase are enhanced

Determination of space needs:

IDEAS by GUL AHMED use modern space approach determines the floor
space necessary to carry and display a proper merchandize assortment.

Mapping out in store locations:

The space mix IDEAS is 60% selling area, 15% circulation area and 25% back
area.

1. Staple goods:
The staple goods at IDEAS is bed linen which accounts as the core unique
selling proposition. Of the store and therefore, is displays on the ground level. It
is highly visible when the customers enter to store.

2. Convenience goods:

The basement level houses the children section this accounts for the
Convenience goods of the store. This section also boosts display of the
merchandize in different assortments of color.

3. Impulse goods:
The women apparelon the first floor can be categorized as the ideal impulse
purchase merchandise of the store. Being a favourite and essencial buy for
women they like to pick out material that appeal to them. This section at IDEAS
doing very well as women have a tendency to buy clothes even while they are
just browsing around and slso because GUL AHMED lawn is popular with
women.

Interior (POINT-OF-PURCHASE) display:

The displays are presented in a manner that exhibits the utility of the products.
The displays are changed daily. Ant customer that walk into the shop sees the
displays foremost even if they have come for some other purpose. The
assortment of women apparel section however, has a free flow format. With
cloth material laid out on the shelves and two large shelves where packed suits
are kept. On one side, slippers of a limited variety and the bags collection are
displayed. Right in front of the entrance, an illuminator shows slides of model
wearing GUL AHMED lawn, which is very appealing.

A Nonstore-Based Retailing Perspective:

www.ideas.com.pk

Storefront of web retailer:

 Prominently show the company name IDEAS that indicate the

positioning of the firm.

A virtual storefront of GUL AHMED must encourage customers to enter.
Make the easy access into the store
Show all the product lines(womens apparel, bedding etc)
GUL AHMED graphics as display window on web store
IDEAS by GUL AHMED e-mail address, mailing address and phone
number.

General interior of IDEAS webpage:

New arrivals (SUMMER,WINTER,EID etc)
Discounts on off season sale info
The shopping cart on webpage
Locations of IDEAS stores
IDEAS shopper login
Information about IDEAS by GUL AHMED
IDEAS search engine
IDEAS by GUL AHMED product display by models
Upto 30% off BIG DISCOUNT all sale items

Product icon:
Bedding
Home accessories
Bath accessories
Men:
KURTAS
SHALWAR KAMEEZ,
OUTERWEAR,
SHIRTS, T-SHIRTS
FABRIC
Women:
STRETCHED SUITS
KURTIS
SHWALS TROUSERS

 TIGHTS
BAGS
SHOES

FREE SHIPPING ON ORDERS PKR 5,000+ IN PAKISTAN. NOW SHIPPING

GLOBALLY.

Elements of retail promotional mix:

Ideas devote significant sums to promotion.

Advertising:
Ideas advertising through distributing attractive flyers, putting up banners and
through other forms of mass media such as magazines. Mainly it advertises in
magazines that are read by the target market. IDEAS also keep a customer data
base and sends e-mails and flyers to them in order to keep them informed and to
develop a good customer relationship.
GUL AHMED winter collection 2015-2016 catalog/magazine:
GUL AHMED - The No.1 luxury cloth retailer and manufacturer is ready to
recharge your look with its brand new fall winter collection 2015-2016. With the
super bright patterns on bold and rich colored fabric; meticulous embroidery over
pretty samples and plush cozy fabric textures. GUL AHMED Winter magazine
2015-2016 include 350 plus pages with outstanding artistry on LaChiffon, silk,
wool, Pashmina shawls, Karandi, Linen and Velvets. This winters GUL AHMED
has designed day time glamour to night warm up fashion in quite lovely and pretty

way. For the cool nights and Pashmina design and vivacious Karandi look very
chic and soothing.