How a local brand developed into an international brand identity.A case study on Padini Malaysia

Topics: Brand, Brand management, Branding Pages: 10 (2345 words) Published: August 2, 2004
Background of the company(PADINI)


In Malaysia Padini become the eyes catching brand in the most famous giant shopping mall. This brand also the most successful brand that I meet that can compete with the foreign same line brands like Giordano, Esprit, Elle and etc. From the minor focus group I did between my friends and relatives, surprisingly more than 90% of them thought that Padini is the foreign branded name like Esprit. Until I told them that actually Padini is the Malaysia local brand they also feel proud of this brand--- Padini.

Thus, Padini also has the history from the stretch until today so popular in the Malaysia consumers mind. Therefore, this is the reason why I chosen Padini as the brand that is MADE IN MALAYSIA to compete with other brands in Hong Kong to show that Malaysia Boleh!


Padini began as a backend operation in Malaysia's apparel industry, manufacturing, trading and supplying garments for retailers and distributors.

Padini in Malaysia's is a multibillion textiles and garment industry, a brand leader involved in the distribution and retail of its own fashion labels through 170 freestanding stores and in house outlet.

It has also proudly carried the Made-in-Malaysia stamp abroad, with garment exports to Singapore, Thailand, Brunei and West Asia.

The success of the company can be attributed to the prudence of it management and the commitment of its staff.

Padini Products Range:

Padini is mainly an integrated operation that controls its products - fashion wear and accessories - from concept stage to manufacturing, merchandising and image marketing. Each brand represents a fashion philosophy; each philosophy covers a comprehensive range of products aimed at a targeted consumer. Brand image is strongly backed up by real value: quality, functionality and price.

Padini Brands

We address fashion-conscious consumers of both sexes and all ages through eight distinct brands: Padini Classic, Padini Authentic, PDI, P & Co, Seed, Miki House, and Rope. Vincci accessories have focused on the fast changing tastes of woman consumers, and Seed Cafe opens an exciting new dimension in food operations for the company.

Padini's New Stores

The company is on the expansion trail, with new stores targeted in the immediate future for Ampang Point, Prangin Mall Penang, Jusco Maluri and IOI Mall.

The Padini Mega Store in Johor Baru confirms the company's reputation as a visionary leader in fashion retail. The 12,000 sq ft store consolidates all its brands under one roof for a total experience in shopping for clothes.

In The Pipeline

Padini will maintain and increase its leadership position in Malaysia's fashion industry through various strategies. New brands and increased product diversity are key expansion policies. The company will continue to upgrade the image of its products while emphasising value and quality. Vincci is the company's successful toehold in the lucrative but competitive women's footwear market. There are plans to strengthen its dominant position with improved production lines and increased capacity. Having successfully etched its brand names into the consciousness of Malaysian consumers, Padini is moving to turn its various labels into regionally recognised fashion leaders. It intends to fulfil the potential of the export market, especially in the Asean region, and will also step up overseas marketing for its products.

Image Activities

Padini recognises the value of advertising and promotions in enhancing the presence and leadership of its brands. It participates in:*Magazine Advertising (Female, Nuyou, Eh!, Cleo, Marie Claire, FHM, New Tide and Cittabella)

*Cinema Advertising (Tanjong Golden Village, Mega and Pavillion)

Blow-up posters at key freestanding stores, banners and fashion shows have all contributed to Padini's complete lifestyle message.


The vision shared by everyone in Padini is to be the market leader...
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