The Increasing Trend of Niche Market Retailing in the Apparel Sector in Pakistan

Abstract

Shifting consumer behaviors and attitudes, shorter product lifecycles, new store concepts and competitive pressures from a broad range of retail formats are driving a fundamental change in the way retail companies do business. “There is no longer a ‘one format fits all’ supermarket. Understanding the specific needs of your targeted consumers and delivering what they need are essential for success. In Pakistan, there is a growing trend in the service sector to provide a set of services in one place to the end consumer. The research mainly focuses on that life-style and demographics play key role is store choice process. For this reason, the focus is on consumer’s choices between different retail outlets. It also focuses on those variables which influence the consumer to go for well-known brands instead of others. This research report will analyze the increasing trend of niche market retailing. It will include identifying the past approach used by the retail outlets to reach their target customers, the current operations of these retailers, the reasons for the shift to niche retailing, the opportunities and challenges faced by the outlet owners, their consumers response towards the change, evaluation of the change in operations in terms of business size and profitability and the future of apparel niche retail outlets in Pakistan.