D E E S S I M P L I C I T Y Brings U Smile, Style, Love & Nature 1
DEES SIMPLICITY about DEES Dee Sing Trading established in 1995 and was renamed to DEE SENG FASHION TRADING SDN BHD in 9 Nov 2004. With years of experienced in fashion & retail industry. DEE SENG is capable to satisfy its customer s unique insight & demands. DEE SENG product lines consist of ladies, men s, and children apparels. Each of these lines is being monitored under a dedicated team. To remain competitive in this industry, we outsource the materials & manufacturer from countries such as CHINA, HONG KONG, KOREA, THAILAND & etc. DEES is a DEE SENG in-house brand. The main focus of DEES is to provide high quality but affordable apparels to middle & upper-middle market segment. DEES is in rapid expansion, in term of brand awareness and market penetration. To collabrate with this expansion, we plans to setup few new outlets each year untill 2015. Advertising & promotion activities will come along to enhance our expansion. OUR VISION To become a reputable and major fashion retail player in Malaysia. To become a successful retail chain store in Malaysia. To provide everyone with high quality and trendy apparels with affordable price tag To become the trend leader in the fashion industry. 2
OUR MISSION All parties in DEES will collaborate to ensure our customers enjoy the best products quality & contemporary fashion in competitive price. Develop new excitement to the industry. Continuously communicate & educate consumers on the current trend. Ensure high level quality customer service provided. Company Operation Division SHORT - MEDIUM PLANNING To establish DEES throughout MALAYSIA To setup in - house design team LONG TERM PLANNING Create more house brands Penetrating into others countries, as to enjoy the Globalization advantages. 3
DEES SIMPLICITY Our Design and Concept are evolved according to the market trend and movement. 15% 45% The source of consumer always difference from each area, each outlet has their own targeted customers. Therefore, the business strategies are formulated according to the market environment of the particular location. This will enable our customers enjoy a more personalized retail 15% experience. DEES concept Targeted Produ by Ge - 35 SIMPLICITY issegment our outlet designs 26 philosophy. This will ensure our patrons enjoy a comfortable 36-45 shopping experience. (Age) 45%and pleasurable 80% Market Analysis DEES has been through a step revolution, from the previous traditional interior design and shop front fit-out to the current well planned and Targeted Products contemporary design boutique. All outlets are currently going through Segment by Gender 26 35 upgrading process. Qualified Interior Designer hired for the task. The 36-45 comfort and luxury shopping main focuses in the(age) upgrade is to provide experience to our customers. RM13-30 15% 15% 45% 45% 80% RM81RM13-150- 30 10% RM81-150 10% RM31-50 RM31-50 RM51-80 30% 80% RM51-80 Products by Gender Male Female Targeted Targeted Segment (Age) Segment (Age) 4 30% 26-35 36-45 26-35 36-45 Male Products Produc Fema by Gender Products Products Price Range by Gen Price Range 36-45 26-35 26-35 36-45
DEES branding philosophy DEES continues to be a great Malaysia success story. It is one of the few locally based fast growing brands, and has become a well recognized brand. The philosophy of DEES has contributed to its success. Customers satisfaction is the priority and it is the core value in DEES philosophy. DEES has instill YOUNG, ENERGETIC, and TRENDY into its brand image. Branding exercise has been carried out to increase the brand awareness and the brand image. DEES might cooperate with creative house in the near future to roll out a bigger branding and marketing plan, thus positioning DEES in the middle and upper middle segment. LOYALTY REWARDS PROGRAM Our customers are pampered with premium gift and promotional vouchers as part of our reward programs. To enhance our customers reward program and to establish our customers database, DEES will announce its Customer Loyalty Rewards Program. REWARD VOUCHER PROMOTION PROMOTIONAL PROGRAM To show our appreciation and courteous to our customers, 2 GRAND SEASON promotion during Hari Raya and Chinese New Year will be held. FREE GIFT will be award to our customers during this promotion period. Besides the seasonal promotions, we will also reward our customers from time to time. 5
Stylise.Elegant.Exquisite DEES emphasized on high quality products with affordable prices. Our target market are teenagers & working adults from the age of 16-45. Products ranges covered casual apparels, smart casual, former, evening gown& even children apparels. 6
DEES Business Expanding Plan 2011-2015 - Target to open 15-20 retail outlets through out Malaysia 2020 - Exploring DEES business model to a franchise chain-shops all over Malaysia. DEES Territory YOUR HOUSE HOLD BRAND DEES is working hard to reach everyone of you in Malaysia, we only have a single aimed, to enabled our customers to enjoy the premium quality products and to introduce to you the latest trend in the local as well as international market. But the real magic is, you get all this in a small fraction of price. DEES outlets in Malaysia Johor Sutera Mall, Johor Bahru KSL City, Johor Bahru Tesco Tebrau City, Johor Bahru Tesco Kulai, Kulai IOI Mall, Kulai Batu Pahat Mall, Batu Pahat The Summit Batu Pahat, Batu pahat Melaka Dataran Pahlawan Megamall, Melaka Mahkota Parade, Melaka Jusco Aeon Bandaraya Melaka, Melaka Pahang East Coast Mall, Kuantan Berjaya Megamall, Kuantan Penang Gurney Plaza, Penang 7
3D rendering retail outlet Relaxation comes from Simplicity SIMPLICITY is the motto in our retail sales-floor design. With DEES holding to this motto, customers could rest assured they will enjoy a comfortable and enjoyable shopping environment. 8
The ASIA SUCCESS Award recognise organisations committed to business and product excellence. ASIA SUCCESS AWARD 2010/2011 9
DEE SENG FASHION TRADING SDN BHD Headquarter: No. 36 & 36A, Jalan Perdana Tengah, Taman Bukit Perdana, 83000 Batu Pahat, Johor. Malaysia. Tel: +607 438 0372 Fax: +607 438 0372 Email: info@deesmarketing.com 10