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Our Future

The youth are our future this is not just a cliche at Ismail Cassim and Sons.

Akbar, the son of Ebrahim joined the business in 2006, with the imagination and creative will that is refreshing and challenging. His approach is modern, techno- savvy, his pulse is on the new, the with it. Sport is his playing field; he knows the names, the game and the players and what drives sports fans. He identifies with the latest must haves, cd’s clothes cars and contemporary culture totally in sync with South African youth.

This freshness inspired Ismail Cassim and Sons to review and revitalize its approach to the new markets, the aspirational “black diamonds,” the students and the commuter and working classes from their homes in the townships to the new urbanites. Research has shown that markets are created, thirst for prestige brands and up market names rely on advertising and the right pitch.

The new retail show room at Ismail Cassim and Sons is just that shift from the conventional to the new, attractive, visibly pleasing, comfortable shopping venue to draw the retail customer. Ranging from the discerning up market shopper to the layperson with a limited budget.

The expansive space, colourful décor, bright lights, uncluttered visible displays and fitting area were renovated with the individual customer in mind. Ample secure parking, access from the townships, close proximity to the FNB stadium and FIFA building, accessible taxi routes and new developments and work opportunities in a fast growing environment, will ensure that a vast growing market will be tapped in the lead up to 2010 SOCCER WORLD CUP.

We launched this new show room as a separate retail venue that through effective marketing is targeting the retail market; operating separately and autonomously from the long established wholesale outlet. We are already attracting the single purchaser driven by a desire for a particular designer brand shoe and other sportswear. With increased worldwide web, print and billboard advertising and marketing we will ensure maximum brand and retail exposure.

Our Proposal And Promise

As a company we are trusted in the communities we serve and contribute generously to social responsibility programs. We have an annual distribution of shoes to the poor of Orange Farm and Poortjie informal settlements in the South of Johannesburg.

We are currently negotiating with the Sports and Recreation Directorate of the City of Joburg to assist with training and support of its sports development programs; we have also initiated discussion with the Sports and Movement Studies department of University of Johannesburg, and the Gauteng Sports And Recreation Department. We are enthusiastic about development and our involvement in these sectors will assist in ensuring readiness for 2010.

Our new marketing and promotional department has recently appointed Ms. Zulekha Adam who has a Masters in Sport and Recreation Management from the University of Johannesburg (1999) as the liaison officer for promoting retail sales and advertising.