ONE Brand Eid Collection and Issues

In recent days if we talk about men’s western wear in Pakistan we cannot ignore the brand named “ONE”. Mostly people don’t know about this brand, but their user spread a positive word of mouth physically and on social media as well. Because the brand lunched just 3 years ago in 2016, having a good committed team head by Shahkam and there is not any single doubt after using their product that they got a vision to achieve.

Their top management have the same idea regarding the brand that we are representing the people of Pakistan and we knew that who we are. We want to target the tourists who visit the Pakistan from all around the world and to provide them quality stuff with simple, decent and eye-catching designed products, to build a relationship with Pakistan. Mostly the brand ONE has loyal customers and frequent buyers that is why brand is still surviving in Pakistani market.

Personally, I have used their polo shirts and casual shirts as well. Prices are little bid higher but stuff quality I would say far better than Breakout and outfitters. They have amazing basic colors jeans available every time in store. I remember it was a wedding ceremony of my friend and I was looking for black jeans. So, I visited Outfitters, Breakout, Cougar and Charcoal. But the issue I had face at that time was in these brands that some cutting designs on knees or zips and loose fittings. In the end I want to say that they were not been able to wear in a wedding ceremony. So, I just see the shop and as I entered in the store in front of me on table black color was available in simple design with slim fit, skinny and regular fit. While checking the quality on the spot I feel that it’s just awesome.

Yesterday I visited their store again in Centaurus Mall Islamabad and one of their salesmen said that “Sir hamari Eid collection b I hy zara dekh len boht achi cheezain hn” which means sir our Eid collection is available you can just check it out. So, I start observing some formal and Casual shirts. But the problem I have observed over there was that they have servicescape issue. It was seeming like that they have tried to put everything in store, it was very congested. Lights were not properly on or maybe they have that much light available in the store. Color they have used in theme is black which is again gives you a depressed look. Another thing I have observed that they have a lot of VM issues. While asking the salesman that who said to you that put this shirt on dummy with that bottom or jeans. He said we personally selected this combination and that seems to me disgusting, which means they don’t have a proper team for visual merchandising or anyone who can guide them which color combination is right, and which one is wrong. Then shirts were not steamed properly and seems like they have just got from a plastic bag and hanged them. While asking a question about why it looks so bad you don’t press the shirts before display. He said our steamer is not functioning properly.

All these things give me a very bad impression about their management. Even though their products like casual shirts, polo shirts, formal shirts and T-shirts are so good but when you counter things like that you don’t want to buy. Because a purchasing decision involves something more than a product. Even though they are spending a lot on promotions as the brand represents the youth segment of Pakistan, so they had hire Asim Azhar and Hania Amir in their recent marketing campaign. If you are just looking for products means western wear shirts, jeans or shoes so you can visit their store. But if you are looking for a good shopping experience I will not recommend the brand “ONE”.