Adding value to HKB's bed linen

Pakistan is considered 4th largest cotton producing industry. The company wants to develop a home linen brand of HKB. This project basically identifies the problems and to explore effective procurement options of current HKB bed linen range. The research will be conducted through exploratory and conclusive research. For the initial studies secondary research was carried put; to see what sort of trends already exist in the market, and which new ones customers like to purchase. The target segment is house wives, working women of upper middle class. Previously HKB had sleep world bed sheets and HKB's own bed sheets, on that time HKB earn more sales per foot compare to sleep world so HKB decided to exclude sleep world and their own brand. After excluding it their sales are gradually decrease. In order to maintain the overall growth, HKB wants to maintain their bed linen products. They want to improve their sales by providing good quality bed sheets according to the consumer demand and wants to find out the factors why their sales are not increasing as they expect. Problems could be such as shrinkage, pilling, color fadedness and durability issues.

Autorentext

Anam Amer , Graduate of Pakistan Institute of Fashion and Design (PIFD) Study Fashion Marketing and MerchandisingMy Major Subjects are Marketing , Visual Merchandising, Retail , Merchandising Fashion Forecast