3.1 – Company Overview
In March 2003, XIXILI international was launched in Malaysia by XIXILI Intima Sdn Bhd to provide a new approach to lingerie retailing market. Since its creation, XIXILI also has built an international presence, including outlet in Singapore. The first XIXILI store in Malaysia is located in One Utama shopping center.
Now, XIXILI has open total of 8 stores in Malaysia, including Kuala Lumpur, Penang, Johor Bharu and Sarawak.
3.2 – Business Description
XIXILI aspires to put itself across as a leading lingerie fashion brand that is unique and fashionable undergarments that perfectly fit. It also aims to be well-known for its good quality and excellent hands-on bra fitting service.
XIXILI’s corporate image is a large fashion lingerie retail that offers you their unique and fashionable products in a comfortable environment to shop and browse in. Their staffs are all trained to give you a professional hands-on bra fitting and giving you tips on choosing bra that suits you most and fits you perfectly.
3.3 – Company History
XIXILI intima Sdn Bhd is a Malaysia local Company. It was found in 24 March 2003 and the founder is Joanne Khoo who is the CEO of XIXILI intima.
3.4 – Key People
**no official information from XIXILI**
3.5 – Location and Subsidiaries
XIXILI’s HQ in Malaysia.
Address:
231 & 233, Jalan Selingsing 7
Taman Niaga Waris
51200 Kuala Lumpur
Taman Niaga Waris
51200 Kuala Lumpur
Tel: 03-6250 6888;
Fax: 03-6250 7888
W: www.xixiliinternational.com
3.6 – Brands, Major Products and Services
XIXILI international is a company under XIXILI intima. XIXILI international is a fashion store for female which is selling lingerie including brassieres, underwear, pajamas and so on.
XIXILI provide free of charge hands-on bra fitting service to every lady. This is to make sure they can get the bra that fits them perfectly and giving tip on how to wear bra as research shows 90% of women actually don’t know how to wear bra and they are wearing a wrong size bra.
Beside that, XIXILI do provide custom modify bra that you have brought from them. This service is special for XIXILI consumer only.
3.7 – Corporate Vision
· To have a strong and positive brand identity.
· To growth XIXILI to be well-known and leading lingerie brand in Malaysia and to the world.
· To become the world most passionate lingerie brand.
3.8 – Corporate Mission
· To provide outstanding lingerie presentation in a world class environment.
· To offer a wide variety of unique, fashionable and comfortable lingerie.
· To provide excellent, personalized and professional service to each customer by XIXILI trained fitters.
· To strives to lead the global intimates market and to achieve profitable growth.
· To exceed consumer expectations with desirable, highest-quality and perfect-fit products supported by best-in-class hands-on fitting services.
3.9 – Company’s Current Promotional Strategy
Green Bosom - Bra Recycling Buddies Program
which inspires and promotes awareness of recycles and reuse for a better environment. Bring any old/new reusable bras to XIXILI and get a RM30 rebate.
which inspires and promotes awareness of recycles and reuse for a better environment. Bring any old/new reusable bras to XIXILI and get a RM30 rebate.
BSE
-Card promotion
Breast Self Examination (BSE) card can get at any XIXILI stores, which presenting your BSE card and get 15% discount on normal price item.
-Love my life, BSE I have it.
Love my life is an active and dedicated organization promoting breast beauty and health as bra-wearing has been linked to breast cancer.
3.10 – Product Sales’ History
XIXILI makes more than RM500, 000 each month from sales in Malaysia. The stores sales have been getting higher and higher as the lingerie fashion business in Malaysia is increasing year by year.
3.11 – Current Marketing Objective
Target market objectives:
· To target female adults from age 28-45.
Promotional objectives:
· To have a strong and positive brand identity.
· To provide outstanding lingerie presentation in a world class environment.
· To provide excellent, personalized and professional service to each customer by XIXILI trained fitters.
Level of brand/ company awareness:
· To growth XIXILI to be well-known and leading lingerie brand in Malaysia and to the world.
· To strives to lead the global intimates market and to achieve profitable growth.
Traffic building:
· Stores traffic.
Products trials and promotions:
· More sales, promotions and discounts.
Sales force:
· Customer visits and purchases.
3.12 – Media Expenditure
2009-present: Monthly promotion with BSE card ((Breast Self Examination), which presenting your BSE card and get 15% discount on normal price item.
April 2009: Promotion with J-card (Jusco member card), which you can enjoy RM20 rebate with presenting your J-card at XIXILI stores.
June 2009: Promotion with Origins, which purchase RM300 and above and you will receive a RM30 voucher from Origins.
June 2010: Facebook Fans and Friends Rewards, Join as XIXILI facebook fans to stand a chance buy 1 bra and get 1 free.
April 2011: Green Bosom - Bra Recycling Buddies Program which inspires and promotes awareness of recycles and reuse for a better environment. Bring any old/new reusable bras to XIXILI and get a RM30 rebate.