Concrete In Words......

CONTENTS CONCRETE Company Interesting Facts Interesting Moments Key persons & Structure

CONCRETE Brand Up, close and personal Global positioning positioning image

CONCRETE Stores Look and feel Management Shopping Experience and Customer Service Services

Behind the Scene window dressing Visual Customer relations Marketing Software

WHY CONCRETE ?

 Industry: Apparel – Fashion Retailing

 Headquarter: Giza, Egypt

 Part of one of the most prominent textile and clothing groups in the Middle East, ARAFA HOLDING.

 The size of the operations of the holding company, allows CONCRETE to be vertically integrated with a guaranteed sustained dependability.

 A wide network of suppliers around the Globe

 Perceived to be the very 1st full fledged Brand for Menswear in Egypt: Professional Attire & Casual-ware

 And believed to be The Destination for a Full Bouquet of Formal Menswear

 2013, a network of 40 retail stores, in Egypt’s most prime shopping locations

 With Total Display Area 10,000 SQM

 2013 Gross Revenues = $35 M

 Number of Employees = 1200

 Serving an active Clientele Pool of 300,000 customers

 10 Designers produce 1500 sketches per year on 2 main collections

 Hybrid Business Model of both in-house production and outsourcing

Interesting facts…

1989 Founded by a fashion passionate Amr Hakim

2003 Take the risk of

opening 400 sqm store, which boost the

size of the collection

2013 Shop # 40 online shop

2004 Big changes in Egyptian trading regulations, which expose the market to all international brands.

2011 Open the flagship store, 1000 sqm on 3 floors

2013 38% accusation

1996 100% accusation by

2009 Give attention to the virtual life, launching the 1st version of the website

2011 Launch the Made to measure service

2012 Assign Ettore

2008 Assign the famous Italian retail consultant Davanzo to uplift the brand image

20

09

2000 Changed to a shareholding company

Interesting moments…

Board Of Directors

Board Of Executives

Supply Chain Director

Admin & Finance Director

Commercial Director

Head of Designers

Head of IT

Dr. Alaa Arafa Chairman

Eng Maha Hashem CEO

Head Of Opera>on Commercial Manager

Business Dev. Manager

Mr. Hossam Rageh Mr. Emad Fouad Mrs. Hannan El Borolosy Mrs. Laila Mahmoud

Dr. Alaa Arafa Eng. Maha Hashem Mrs. Halla Hashem Mrs. Sherine Arafa

Key Persons & structure…

Creative Fashion Consultant EttoreVeronrse

His rich curriculum vitae, and his professional trailer of working with some of the world’s biggest designer brands such as Zegna, Pal-Zileri, LucianoBarbera, Guess Marciano, SartoriaScuderi& Yacht Club de Monaco...etc, to design and develop their collections was the main reason behind Concrete’s decision to collaborate with Veronese.

International collaborations…

Brand Image and Advertising Consultant Giorgio Davanzo

Having spent 12 years serving Valentino as a marketing manager, Concrete made the sound decision to utilize Giorgio’s talents and international expertise to give Concrete’s Brand Image this characteristic European Flair…

Was the selected consulting partner to change the shop concept into what Concrete is now…


Italian Master Tailor Mag Bruno

Concrete Partnered with Mag to introduce the Su Misura: the Made-to-measure program with a world-class service standard suitable for this rich personalized experience

Visual Merchandising Consultant Alberto Vedelago

Utilizing his twenty years expertise in Italy and the rest of the world, Concrete was able to revamp its shop visual scene to its impressive current visual image


………Up, Close & Personal

Concrete Brand labels…

Concrete’s signature, luxury, highest-end men’s line for luxury apparel…

Client Profile:

 Urban, Tier 1

 from 35 to 60 years old

 High Net Worth

 Strong education and a working position; well travelled

 High Lifestyle, Conservative , Handsome, Passion for style, Quality and details

 With International Dimension

Inspired by CorsoVenezia of Milan: one of the city’s most exclusive and elegant avenues, being part of the city’s upscale Quadrilaterodellamoda, enthused with its distinct surreal atmosphere of exclusivity and style, Concrete debuts its Concept collection characterized by innovative little details, Full Canvas make with precious fabrics

Inspired by Galleria Vittorio, the world's oldest shopping mall- housed within a four-storey double arcade in central Milan-, and incited by the charm of the never-forgotten era.

Tradition and elegant taste pulled off a tailoring collection in which attention to details is combined with the manual dexterity of the tailors….A total look collection with special attention to accessories

Client Profile:

 Urban, Tier 1 & 2

 From 22 to 55 years old

 Medium to High Net Worth

 Strong education and a working position (Senior Executives)

 Medium to high Lifestyle, savvy man who appreciates the traditional touch

 International Dimension

A full Bouquet of formal menswear, made with only the highest quality Italian fabrics in an absolute elegant and timeless styles...

Inspired by Accademia Di Brera; Milan’s most famous academy of fine arts, Concrete Casual Label was designed. Built on dynamic shapes combined to the romantic aspects of the figure of the painter and his most practical everyday life. Strong personality, earth colors, cool shades and contrasting futuristic patterns are some of the traits characterizing the details of this line.

Client profile

 Urban, Tier 1 & 2

 Medium Net Worth


 Strong education and a working position

 Medium to high Lifestyle, confident, cool, very careful with his look.

 With International Dimension

Versatile range of relaxed, fashionable and classy attire , suitable for everything from a casual business lunch to a gathering with friends.

Exclusively introduced for the first time featuring a line of formal suits in slim cut; in addition to, a limited signature pieces of dress shirts, neckties, and smart casual pants. ....

Concrete Cut label came out inspired by Milan’s most luxurious shopping Centers, Via Monte Napoleone.

An area where fashion and design trends meet in a vibrant, young, modern, and dynamic lifestyle that you immediately smell in the air and see in the reflections of lights and shapes you get from the windows as you walk by.

Cut Label is Concrete’s new pitch to the Young clientele.

Client Profile:


 Medium net Worth

 Medium to high Lifestyle, young, active extrovert , trendy and smart.

 Athletic and Fit

A luxury tailoring experience designed to guarantee the perfect suit fit with the favorable style and color care about your body specific measurements and characteristics.

Clients enjoy the luxury service in all of its details…

A made-to-measure service that is so personalized, guarantee the perfect suit fit.

Client Profile:

 Urban, Tier 1

 from 35 to 60 years old

 High Net Worth

 Strong education and a working position

 High Lifestyle, passion for craftsmanship, arrogant and picky.

 Particular body characteristics

Concrete understands the pleasure of dressing kids and that’s why we bring a fun and vibrant range that matches the energy of any young kid, we will take them from the playground to a family dinner.

Client Profile:

 Baby from 0 to 12 months

 Kids from 2 to 10 years

 Junior from 12 to 16 years

 Dressy and classy attire

 Medium to height net worth

Global Positioning…..

Global Positioning men…

Faconabel

Zegna Sport

Massimo Dutti

Kiton

Savili Row

Low

er e

nd lu

xury

H

igh

end

luxu

ry

Fashion oriented conservative oriented

Armani

Versace YSL

Dior Homme Lanvin Gucci

Prada

Valantino Z Zegna

Canali

ErmengildoZegna

Brioni

ErmengildoZegna Su Misura

Hugo Boss

Ralph Lauran

Global Positioning kids…

Massimo DuC

Zara

Accessible

Prem

ium

On going / Daily Dressy

Armani

Hugo Boss

Ralph Lauran

BeneGon

H&M

Lacoste

Gucci

Classiness

Luxury

Superiority

Neatness

Elegance

Up to date Trendy

Sincerity

Premium Quality

Reliable

Successful

Experienced

Honest

Authentic

Genuine

Sophistication

Excitement

Brand….. Personality Chart

Competence

Ruggedness Not applicable

Concrete Brands personality…

Aspiring Conservative

Ambitious Businessmen

High level Executives

Brand….. Image

Western/ Italian Styles

Masculine Look Timeless Style

Concrete Brands image…

Relationship Childhood memories Loyal Friendly Like father like son

!e store…..

Concrete Shop Concept was inspired by the classical “Colonial English” Style. World Renowned architecture Dino Brunori has chosen to create an atmosphere of rich lines and modern elegance capable of articulately conveying Concrete’s Four Lines: Concept, Classic, Cut, and Casual; making a very powerful statements of classiness, superiority, Sophistication, and attention to details.

The Store shop Concept…

The shop concept was modified in the kids section to cater for them; you can sense happiness, freshness, cheerfulness; as if creating two different worlds

Concrete Shop Concept is designed alive… Making it possible for the shop visual stenography being in the shop windows or interiors to look and feel in an ever-changing status of rejuvenation; as if the shop is being transformed with each and every Season.

with lots of emphasis on creating attractive interior designs , conveying luxury, freedom and quite comfort

Carefully selected relevant top of the charts songs, creating a friendly, relaxing and inspiring atmosphere.

You can hear the same play list across all shops and enjoy the seasonal music collection as a give…

The Store look & feel…

  Collection is rolled out into the stores on two main waves: Summer & Winter

  Prime Locations is essential to guarantee traffic and enforce brand image

  Store size is varies from 250SQM to 1000SQM.

  Carrying from 8,000 pieces to 15,000 pieces of inventory

  All lines are displayed under one roof, size of collection and layout vary as per the demography of the country.

  The existence of a backroom is of high importance; coping with the requirements of the shopping Experience

  Store Displays managed by store staff and store managers _photos and instructions are sent from headquarter

  Shops windows are changed every two weeks _ photos and instructions are sent from headquarter

The Store management…

 Concrete’s shopping model relied heavily on experienced and Committed store employees.  Personalized (passionate) attention is expected and required/demanded by Concrete Clientele  Clientele are mostly repeat customers, like the relaxed atmosphere, with 1st class customer service  It is not a “self-service shopping, sales associates are more involved managing clients’ relationship than products; acting more like style and fashion advisors/consultants …  Strong interest in fashion/style, superb product knowledge/hospitality are the key ingredients

The Store shopping experience…

A array of superior services are offered for further customer convince… and more to come!

The Store services…

Behind the scene…

Main Season Window… Winter 2014

Behind the scene window dressing…

Devising and Executing Window Themes that match those seen in high streets in world’s fashion capitals…


Feature Window… Sale Theme


Feature Window… Christmas Theme


Impeccable visual display, creating the perfect visual scene, following very strict visual merchandize rules to apply and to maintain.

Behind the scene Visual merchandising…

Looks of Men



Looks of Kids

“Customer is our only focus” - “Customer satisfaction gets priority” - “Positive word of mouth is the most vital marketing tool” - “ Customer’s loyalty is the key of success”, Creating a memorable experiences even outside the boarders of the stores …

Captured from a runway fashion Show

Events… We enjoy our time with customers and their appreciated wards are our motive. Modeling contest, fashion show, sponsoring special event are a common practice.

Call Centre… Answering customer inquiries and listen to their experience are not the target anymore we are exceeding our customers’ expectations with a very caring telephone call checking the service level, listening to their experience and welcoming their comments.

Behind the scene clients’ relations…

Loyalty programs… Customer can save points as they buy and redeem them any time, very exciting program with an outstanding impact

How Promotion is done ??

1-‐ Adver9sing

•  Campaigns “In collabora>on with professional models and Art directors” • Look books & catalogues • Magazines and Newspaper ads • Official Website

3-‐ Non Ad Promo9on

•  Events •  Kids Fashion Shows •  Online Marke>ng

2-‐ A=er Marke9ng Strategies

•  Track of customer data • NewsleGers •  Face book page

4-‐ Non Ad Promo9on

1-‐ Loyalty Program 2-‐ GiX-‐card

Behind the scene marketing…

Men Seasonal Campaigns


Kids Seasonal Campaigns


Publications & Collaterals “Look books & Catalogues”

Ads in Magazines & Newspaper Business Today Magazine issue 2012

Concrete.com.eg

N E

W S

L E

T T

E R

S

FaceBook

With like this huge size of daily transactions we need a specialized software Programs to manage every single activity, Technology is our backbone , special team are managing the following activities…..

•  POS - Retail pro •  CRM – Exapta •  Data mining

Behind the scene software…

 Does CONCRETE Convey a memorable experience?

 What is the meaning of CONCRETE ?

 Is CONCRETE a likable brand?

 Is CONCRETE’s image transferable?

 Is CONCRETE flexible and up to date?

 Is CONCRETE legally protected ?

1.  Memorability… The unusualness of CONCRETE name , unique shop concept , full fledge of branding aspects and embossing the brand logo are made it recognizable and memorable to consumers.

2.  Meaningfulness… Metaphorically and historically, Concrete used to represents the “masculine look”, resonating with the specialization in Luxury. With time Concrete reached the break-even point between being practical and trendy.

3.  Likability… Enjoying great extent of likability; a feeling that transcended from generations to generations, Concrete has come to be synonyms for men’s fashion, and the go-to destination for elegance and style when it comes to choosing both a professional and casual outfit.

4.  Transferability… Concrete has always been able to project an international boarder transferrable brand image with its strategic choice of using Western Super models to feature the seasonal campaigns executed during the course of all these years.. The same argument is held true for the collection and how it is being designed and developed coping with the intentional ever-changing fashion trends spotted on the runways of the fashion capitals.

5.  Adaptability … Concrete has always been flexible and updatable. Clients' wants and needs are always satisfied. Their expectations are always met; Concrete was able to continuously build the brand by adding more categories to the collection, more stores, more styles, more fits, more rewarding and retention programs, extreme customer service and care practices….etc.

6.  Protectability… The brands apparel products are legally protected under licensed agreements and defined by the trademark “CONCRETE”.

Concrete In Words......

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