Fashion Industry of Pakistan: Challenges & Opportunities

Abstract

To some, fashion is an art form. To others, it is almost a religion. But for most people it is a method of utilizing clothing, accessories and hair to show or hide something about themselves. One can use fashion to express oneself, to serve as an extension of one’s personality or one can use fashion to disguise the true self. The Pakistani fashion industry is determined largely by the South Asian culture, but in a world that is in the grip of new trends almost every month, keeping up and staying ahead with changing times calls for professional expertise. Global brands like Gucci, Calvin Klein, Versace, etc. have already entered the Pakistani market and others have their eyes and ears towards the local consumer. The local designers face a challenge to compete with the world renowned brands. Thus the fashion industry of Pakistan is faced by a number of challenges and opportunities, which need to be dealt with. The designer fashion sector is relatively new in Pakistan, emerging from a small base in the 1970s and growing in both size and reputation in subsequent decades. This sector is characterized by small companies that place a high emphasis on design and creativity, selling clothing (often through their own retail stores) to high socio-economic sector of the community. The industry is predominantly focused on women's clothing, but a few designers specialize in menswear as well. The Pakistani fashion industry has gone from its embryonic roots to a full-fledged thriving part of society in the past decade. Fashion aficionados may continue to complain about people not taking their work seriously, but if the sheer volume of new magazines, layouts, photo shoots, television programmes and fashion shows is any indication, a lot of people are aware of the future and potential of this industry. This research thesis deals with the challenges and opportunities faced by the fashion industry of Pakistan. Marketing mix of Pakistani fashion industry has been compared with that of India, on the basis of which some conclusions have been drawn. Various models and theories have been applied in order to reach to a clear conclusion with the help of findings and analyses through consumer surveys, interviews, etc. The report ends with recommendations for the fashion industry of Pakistan in terms of promotional strategy, industry strategy, education strategy, and several other recommendations.