Feasibility Study for Starting an Online Clothing Business in Pakistan

Abstract

This project presents a feasibility assessment and research study on launching an online clothing business in Pakistan. It aims to determine whether introducing a new online clothing brand is both sensible and profitable in the current digital landscape. The study focuses on consumer preferences, shopping behavior, and trust-related factors that influence online purchasing decisions. Primary data was collected through a structured survey, answered by 83 individuals from various cities across Pakistan. The majority of respondents were under the age of thirty and regularly shop online—primarily through platforms like Instagram. The results indicate that casual wear within the PKR 2,000–3,000 price range is most preferred. Cash on Delivery (COD) emerged as the dominant payment method, while customer ratings, product quality, and trustworthy presentation significantly influenced purchase decisions. Respondents showed a willingness to try new clothing brands, provided the business offers high-quality product images, transparent return policies, strong customer service, and attractive marketing through influencers and discounts. The project uses Microsoft Power BI to visualize and interpret survey results, offering a clear and interactive analysis of consumer behavior. By integrating real-time data visualization with secondary research, this study provides a practical framework for assessing the viability of an online clothing venture. The findings conclude that launching such a business in Pakistan is realistic and promising, especially if it targets young, urban consumers and builds trust through quality, design uniqueness, and openness.