Final Assignment

 Executive Summery
Stone Age is a brand identified by its progressive, cutting edge borderline funk
that has been inspired by the growing need for an urban youth trend movement. We design with
an edgy creativity while focusing on modern lines and sleek fits. Each and every item out of our
denim/casual-wear collection has been designed and tailored with the confident sassy young
men and women of today in mind, bringing out their inner freedom.

Stone age is a part of Crescent Bahuman Ltd, one of the country's leading denim
exporters boasting a clientele as versatile as Levi's®, Mustang, Bensherman and Xpress Ltd. In
less than two years (the first branch opened its doors in March, 2006), Stone Age has become
the leader in how denim trends are dictated in Lahore and Karachi (where we have four outlets)
and we are further venturing into Islamabad, Multan, Sialkot and Faisalabad. Stone Age is a one-
of-its-kind brand as it has recruited the very best denim design talent in the country to lead the
way in creating for the discerning masses, thus ensuring quality, exclusivity and accredited style.

 Denim History
Jeans are trousers traditionally made from denim, but may also be made from a
variety of fabrics particularly including corduroy. Originally intended for work, they became
popular among teenagers starting in the 1950's. Historic brands include Levi's, Jordache, and
Wrangler. Today jeans are a very popular form of casual dress around the world and come in
many styles and colors, with the "blue jeans" particularly identified with the American culture,
especially the American Old West. The earliest known precursor to jeans is the Indian export of a
thick cotton cloth, in the 16th century, known as dungaree. Dyed in indigo, it was sold near the
Dongarii Fort near Bombay. Sailors cut it to suit them.

Jeans fabric was made in Chieri, a town near Turin (Italy), already in 1600's. It
was sold through the harbour of Genoa that was the capital of an independent republic, and a
naval power. The first were made for the Genoese Navy because it required all-purpose pants for
its sailors that could be worn wet or dry, and whose legs could easily be rolled up to wear while
swabbing the deck. These jeans would be laundered by dragging them in large mesh nets behind
the ship, and the sea water would bleach them white. According to many people the jeans name
comes from blue de Genes, i.e. blue of Genoa. The raw material was coming from the city of
Nîmes (France) de Nîmes i.e. denim.

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 Vision Statement
As a premier authority on denim-wear in Pakistan, Stone Age has become an
indisputable ringleader on how trends and fads are done in the blue. With over four already
operating outlets in Pakistan, two under construction and three more ready to set trends ablaze
by the upcoming season, it's only a matter of time before the brand goes international. Stone age
will soon launch itself on a whole new level of foreign revival by branching out in bustling centers
of all commercial and fashion related activities like Dubai, London and India within the next two
years.

 Mission statement
Whether inspired by punk rock, go-getting glam, funk or urban street culture,
Stone Age aims to empower the young with a fashion statement to emancipate and liberate.
Dressing up the cool and toning down the convention, Stone age enhances a trend culture honed
in on what the rebels of today crave: street smart threads on a whole new scale of attitude re-
born.

 Stone Age Collections

 M
e n

Collection

Woven Knits Bottoms Tees Shoes

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Belts Shades

 W
o men
Collection

Woven Kaftans Tees Shades

Handbags

Shoes

 D
enim Collection

Men

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Women
Final Assignment

 Stone Age Production Process

Raw Material Procurement

Yarn Production

Fabric Production

Fabric Finishing

Fabric Dying, Bleaching

Fabric Cutting

Fabric Stitching

1 Garment Production University of South Asia

Garment
Garment
sent
Packing
to Stores
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 SWOT Analysis

SWOT Analysis, is a strategic planning tool used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It
involves specifying the objective of the business venture or project and identifying the internal
and external factors that are favorable and unfavorable to achieving that objective.

1. Strengths
 Well defined and Realistic goals

 Motivated Leadership

 Adaptable to changing times

 The Goodwill in the Market of the Company

 Efficiently managed resources

 Prime locations within the city

 Proper planning in the placement of the garments

 High frequency of customers

2. Weaknesses

 Improper forecasting of demand

 High infrastructure expenditure

 Limited Outlets

 High Price

 Frequent shifts in the fashion and trends

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3. Opportunities

 Encourage Innovation

 Development of employees by providing training

 Mergers & Acquisitions

 Reduction in the time between manufacturing and distributing the product

 Setting up of new stores in new locations

 Providing seating facilities in the store

 More emphasis on women apparel

4. Threats

 Economic Slowdown due to varied factors

 Unexpected Events

 Cloning of process by competitors

 Emergence of new fashion trends which could result in loss of present stock

 Shift in the customer preferences

 Emergence of new Brands

 PEST Analysis
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1. Political Factors

The political situation of Pakistan is not satisfactory. Due to the rapid change
in the Government every government sets its own new trade policies. Govt. should apply
sustainable policies for the beneficial of the exporters as well as the investors.

2. Economic Factors

The economic condition of Pakistan can also affect the foreign investors
increasing inflation rate make the cost of production high and thus reduce the profit margin of the
investor.

3. Social Factors

The change in the lifestyle of the people affects the growing demand of the
textile products. The change in the lifestyle and needs in different demographics also affect the
demand of the customers. Due to all these changes textile industry is performing excellent for the
excellence organization as well as for the customer.

4. Technological factors

Technological advancement in all the sectors of the country has changed the
entire socio-economic environment. Especially in the textile sector there is a lot of technological
development. Excellent computerized machines and devices are installed in the textile sector has
made extension in its present setup by installation of well advanced technology imported from
Japan China and France.

 Core-Competencies of Stone Age

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 Stone Age overall strategy was now to sell “relevant products at the right price in the
places where people shop”.

 Expansion in distribution channels and product ranges in order to reach more consumer
segments.

 Stone Age main focus is to keep eye on changing trends and fashion.

 Stone Age launched a new brand, marketing a new value-priced blue jean called Denim.

 To deliver their products to every consumer segment.

 Jeans completely produced in house.

 Vertical Setup.

 Prices are compatible.

 Fabric Finish is comfortable and easy to wear.

 Suggestions

 Conduct a market survey.

 Ahead with the latest fashion trends.

 Adopting a more aggressive marketing strategy.

 Influx of new range of products catering to various segments of customers.

 Laying more emphasis on Women & kids apparel.

 Conclusion

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 Final Assignment
Stone Age limited is one of the leading apparel brands in Pakistan. The
system, the management style, the policies & decision making environment is really remarkable.
This assignment is basically an attempt to identify the areas which need to be improved. In this
era of technology, the “Information” is the key to success in the business. This means that the
successful businessman will be who will have the right information at the right time. This
comment leads to the conclusion that the Information Sharing Process should really be improved.

The overall analysis is indicating that the company’s progress has mainly
attained through dedication of employees. The effectiveness of its management, their willingness
to take advantage of opportunities and face challenges of changing economic picture, this all
contributes to the very much improved and sound position of company. This is really appreciable
for the devotion and hard work of all the employees of the company

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