DENDI

The fashion design industry has no companies with a dominant market share in the
industry. The industry is one that has generated revenue of $2 billion with an
annual growth of 7.2% for between the periods of 2011 to 2016. The fashion design
industry is one that has trended toward growth over the years. This is due to the
fact that designers in order to appeal to large section of their target market have
started closing the gap between style and value.

In my fashion plan, the name of my brand is DENDI and this is what I cover

 Executive Summary
 Products and Services
 SWOT Analysis
 Market Analysis
 Market Target
 Sales and Marketing Strategy
 Publicity and Advertising Strategy
 Pricing Strategy
 Start-up Expenditure/ budget
 Sustainability/ Expansion strategy

Executive Summary

DENDI is established to intrigue our clients with our fashion pieces while also
identifying with the uniqueness in each of our clients. Our aim is to become a
worldwide brand name in the 2025 here in Lagos- Nigeria and all over the world.
We therefore are in business in order to generate revenue, make profit whilst also
favourably competing with other leading brands in the fashion design industry in
seven years’ time.

Our location in Lagos Nigeria is a very strategic one as we are located in the hub of
the fashion industry and with the right strategies and plans that we have in place,
we are sure of meeting, achieving and exceeding our desired goals and intentions.

Seeing as technology has come to stay, we will be deploying the right technology
that will help us become efficient in producing the right designs, while also getting
the right and recent equipment are procured for use in increasing productivity.

Our Products and Services

At DENDI, we intend to ensure that we deal in all forms of unique fashion designs
and accessories in our primary location here in Lagos Nigeria. We will ensure that
we create multiple sources of income that will be in line with our core service; these
other services might be intangible in nature and include services such as trainings
and consultancy services.

Our Mission and Vision Statement

Our vision is to intrigue our clients with our fashion pieces while identifying with the
uniqueness in each of our clients.
We aim to empower women to own their confidence through comfort, elegance, and
class. We craft quality outfits that make you feel like the best version of yourself.

SWOT Analysis

Making a honest assessment of our business concept by pointing out the

advantages and weaknesses we have will allow us know if we are taking the right
step into starting this business, and as such we hired the help of a reputable
business consultant here in Lagos. In looking critically at our business concept, the
business consultant used the popular SWOT (strengths, weaknesses, opportunities
and threats) analysis to determine how suitable we were for the industry. Below is
the result of the SWOT analysis that was conducted on behalf of DENDI.

Strengths
Our strength lies in the fact that we create unique designs for our various clients to
meet their tastes and preferences, as well as other fashion related services. Our
several marketing and publicity strategies are already enabling us stand out from
the others in the industry.
Inclusivity
All skin tones, all body types (6-18+), and all styles welcome! We champion body
positivity and self-acceptance, ensuring every woman finds her fit.

Exceptional Service
At Dendi, we offer 100% personalized services. From fabric choice to styling tailored
to your skin type and body shape, we are why we exist!

Our Style
You can elevate your wardrobe with our unique blend of corporate chic, smart
casual, occasional flair, and everyday magic.

Our journey together

More than just a purchase, we want to take you on a journey. From finding the
perfect piece to rocking it with pride. We seek to create that niche that meets the
daily fashion demands of every woman.

For every outfit purchased, experience the Dendi difference.

Threats

Some of the threats we are likely to face are scarcity of the raw materials,
unreliable vendors as well as arrival of more competitors into the market. We have
however laid the right strategies that will ensure that we surmount any challenges
that we are likely to face during the course of starting or running the business.

MARKET ANALYSIS

Market Trends

The fashion industry is a glamorous and fun industry that is competitive in nature.
Running a fashion design business is time consuming and most fashion design
businesses usually fail because the entrepreneurs do not have the wherewithal to
be creative and run the business at the same time.

This kind of business is one that requires endurance and tenacity because this is a
hyper competitive and complex industry, in which any start-up business can have
suppliers and customers in the short period of time of starting the business.
Our Target Market

The fashion industry is one where there are various range of available customers of
both sexes and ages. However, we do not intend to design clothes for everyone as
we intend to choose our market segment in the target market.

However, to help us know the right clients we intend for our business and also know
what it is they expect from us, especially as regards our location here in Lagos,
Nigeria we intend to conduct thorough market research that would allow us draft the
right strategies that would suit this market from the result of our marketing strategy,
we would be engaging in our fashion design business in order to cater to the following
group of people;

Music and movie

celebrities Business

People

Models/influencers

Men and female

adults Young adults

Movieproducer

sn Fashion

houses Retail

stores

Boutiques

Our Competitive Advantage

 We intend to offer only the best to our target market by conducting a

research to know what our existing and intending clients’ wants and ensure
that we not only meet but surpass their expectation.
 We intend to ensure that we hire professionals and competent employees
who do not only understand the industry but are also committed to our
organizational cores and values and are committed to ensuring that we reach
our desired goals and objectives.
  Lastly, we intend to offer the best customer care for our various customers
and ensure that all our customer care executives have updated knowledge
about industry trends so as to use this knowledge to better serve and ensure
that our customers get what they want.
SALES AND MARKETING STRATEGY
Sources of Income

DENDI is a fashion design business that has been established with the aim of
generating revenue and making profit in the fashion industry in the Nigeria. We
intend to ensure that we offer various in order to meet the various needs of our
customers.

Therefore, we intend to generate income by offering the following services; Sale of

fashion design wears for certain ages and sexes, Sale of fashion accessories,
Consultancy and advisory services, Trainings, Sales Forecast.

Marketing Strategy and Sales Strategy

Marketing is very important and so it is therefore pertinent that the right marketing
strategies are drafted in order to achieve the desired results. However to be able to
draft the right marketing strategies, we have conducted a thorough market
research that will allow us not only understand the industry, but also ensure that we
penetrate the market and attract the number of customers that we should with our
services while ensuring that we are able to compete with other fashion design
businesses both here in Lagos and in the whole of the Nigeria and overseas.

Asides from generating revenue and ensuring that one can compete favorably
against its competitors, marketing is also used to create awareness for the business
for existing and potential customers.

Publicity and Advertising Strategy

The fashion design business is one that needs a lot of publicity especially as the
business industry is one that is very competitive. Any business that does not take
its publicity seriously will likely die or not make it in business. we therefore intend to
ensure that we intensify publicity for our businesses through social media applications
such as Instagram, Snapchat, Twitter, TicTok and Facebook in order to increase
awareness for our products as well as promote DENDI brand positively.
The strategies will also be one that identifies with our core values and principles as
a business. Therefore, the strategies we intend to deploy in promoting and
advertising the DENDI are;

- Create a website that is interactive and use that to create awareness about our
business.

- Ensure that we use social media platforms such as Instagram, Twitter and
Facebook to vigorously promote DENDI.
- Collaborate with brands, Influencers, celebrities and fashion lovers in the
industry and within communities like church, schools and corporate
organisations.

- Ensure that all our staff members wear customized clothes with an attractive
design in order to promote our business

Our Pricing Strategy

In order to attract the right customers to our fashion design business, we intend to
lower the prices for the first 6 months and also give some well-known celebrities
some of our unique designs to wear for free in order to help with promoting our
brands. However, having carefully looked through our strategies, we are pretty sure
that our profit margins for the months we intend to lower our prices and offer
discounts will not really be affected.

Payment Options

Because we intend to have a whole lot of customers, we at DENDI have come up

with different payment options so as to suit the different styles and preferences of
our customers. Therefore, the payment options that we intend to make to all our
customers are;

Payment via cash/In

stor Payment via

credit card

Payment via Point of Sale (POS)

Machine Payment via online

payment portal

The above payment options that we have chosen are ones that will help us
achieve all our plans without any hitches whatsoever for our customers as well as
ourselves.
Startup Expenditure (Budget)

1. Total fee for registering the business in the Nigeria –

2. To rent a decent 2-bedroom apartment for sewing and display of outfits – N

3. Obtaining of licenses and permits as well as accounting software – N150, 000

Cost of hiring a social media handles – N100,000

4. Marketing promotion expenses (Social media advertisements 200k for 1month,

grand opening expenses and general marketing expenses- N1-1.5M)

5. Operational cost for the first 6 months (salaries of 5 employees and payment of
utility) - N3, 000,000-
Other start-up expenses monthly basis (stationery, phones, computers, and
printers) – N100,000
Cost of start-up inventory (fabrics, sewing and weaving machines, embroidery
button hook
machines, raw materials, design accessories, table, shelves, hangers, ranks,
mannequins)- N2-2.5M

6. Cost of purchasing a fairly used bike for logistics/ delivery – N Leasing a facility for
the period of one year – N50,000 Cost of launching a website – N5,000
Miscellaneous – N40,000

= N 310,250 .

Sustainability and Expansion Strategy

In other to sustain a business we need to source for and hire competent employees
is very important because having the right employees will lead to a growth in the
business.

Also, we intend to pay our employees very well, as their welfare packages are
already the best as could be attained across the industry for similar start-ups such
as ours. To ensure that our business grows to the standard that we intend for it, we
intend to re-invest our profits back into the business.
This act will enable us boost our bottom line and ensure that we can suitably
expand when we need to. Our re-investment strategy is carefully planned as we
also intend to pay back our loans during this period. Finally, we know how important
our customers are to our business, because without our clients our fashion design
business will not exist.

We therefore intend to offer our clients incentives that will ensure that they become
repeat customers. Also, we have trained our customer service executives to be able
to handle our customers no matter the situation.

REFERENCES

Fashion design plan in

Nigeria

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