Increase in Brand Scape through Brand Augmentation in the Female Apparel Industry in Pakistan

Abstract

The Pakistan textile industry has over gone a complete transformation in the past 5 years. From selling cloth, it has transformed into selling a lifestyle. The penetration into the market over 150 brands of lawn and quite a few winter brands have changed the way females looks at clothes. The proliferation of the many different brands of cloth has created cut-throat competition in the textile industry where every designer is competing to leave a permanent mark on the customer. The recent years have seen the conversion of many cloth labels into brands and this creation is a major reason for the transformation of the textile industry. This study was aimed at researching how these brands were created within the female apparel industry and how have they impacted the consumers. The major question that needed answering was the overall impact of these brands on the textile industry. It focused more on summer clothes than winters for they are all the rage in the country. With the help of in depth interviews, people’s views on the change within the industry were identified. The research learned that the criteria of the creation of a brand within the female apparel industry had little to do with quality and more social issues were involved. What is more is that the products in the female apparel industry are extremely overcharged. The research showed that the brand race within the industry has been accepted as a norm but the great competition amongst the brands have done nothing much to help the customer. The prices are constantly increasing and it has to be seen how long this fad will last in the current economic climate.