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Established in Egypt in 1989, CONCRETE's factory facilities were built in the industrial zone in 6th of October. It started off as a small company with a big dream but through steady growth and unwavering ambition, CONCRETE is now a market leader. The dream started with Amr El Hakim, founder and one of the pillars of CONCRETE. After graduating from the American University in Cairo, he pursued his passion for fashion by establishing the company and giving free reign to his designs. Later on it was acquired by ARAFA HOLDING. From a family business to a shareholding company, CONCRETE is now part of one of the most prominent textile and clothing groups in the Middle East, ARAFA HOLDING. The size of the operations of this holding company, allows CONCRETE to be vertically integrated. In addition, the manufacturing capabilities of the group guarantee sustained dependability. This allows us to compete on an international level which is motivation to seek even higher standards. Our shops comprise over forty stores located in the most prestigious areas of Egypt, through which we cater to the needs and tastes of the child, the teenager, and the man. We also understand that as part of the Egyptian community, we have a responsibility towards society. Donating contributions is part of our mission to help develop and advance our community. "In the last twenty years, we have fashioned the CONCRETE persona: energetic, self-confident, carefree, and elegant. Our clothes are worn with confidence and trust. For not only are we interested in fashion, but our attitude relies on style. There is a great deal of heritage behind CONCRETE fashion, and we are proud to be a leading Egyptian fashion retailer. Fashion is seen seasonally through the choices in colors, themes, fits, and fabrics. However, style is what makes CONCRETE stand out as a unique brand, in a world where the clothes we wear reflect who we are. That is why our customers are more sophisticated, & value the importance of quality versus money. We are constantly looking for ways to enhance the brand. We did so recently by hiring Dino Brunori, an Italian engineer & brand consultant, renovating our shops' concept, standardizing the brand identity and enhancing the visual display of the garments in our stores. All this is part of our continued efforts to provide our customers with the best Egypt has to offer. CONCRETE is a solid name, with solid roots, that can be trusted and relied on. Our future vision for the brand includes cementing the CONCRETE name on the global market.
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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…
International collaborations…
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
International collaborations…
………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
From 22 to 55 years old
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:
From 18 to 30 years old
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…
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…
Behind the scene window dressing…
Feature Window… Sale Theme
Behind the scene window dressing…
Feature Window… Christmas Theme
Behind the scene window dressing…
Feature Window… Christmas Theme
Behind the scene window dressing…
Impeccable visual display, creating the perfect visual scene, following very strict visual merchandize rules to apply and to maintain.
Behind the scene Visual merchandising…
Behind the scene Visual merchandising…
Behind the scene Visual merchandising…
Looks of Men
Behind the scene Visual merchandising…
Behind the scene Visual merchandising…
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
Behind the scene marketing…
Behind the scene marketing…
Men Seasonal Campaigns
Behind the scene marketing…
Men Seasonal Campaigns
Kids Seasonal Campaigns
Behind the scene marketing…
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
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”.