Abstract:
The basic aim of doing this research project was to find out how today's fashion is perceived, understood and responded to, by Pakistani females; how media is playing a role in influencing the buying decisions of Pakistani females; the intensity of competition of fashion designers in Pakistan. The information gained has emphasized the interest and attitude of women towards fashion , the effort being made by designers and the level of competition. However, due to less time and geographical constraints the research conducted was not adequate. The main attention of this research has been paid to fashion with respect to female clothing- national, regional and international. The print media includes newspapers and magazines. For the purpose of this research the styles of clothing in "Visage", "Libas" and "She", "The News-Instep", "Dawn-Images", "Akhbar-e-Jahan" and "Mag" were focused on. The study helped in evaluating the impact of fashion advertising of Islamabad on females. The information gained emphasized the interest and attitude of women towards fashion, the effort being made by designers and the level of competition. The responses of all the respondents were analyzed and evaluated in comparison to each other. This research has provided all readers of this study with a comprehensive, detailed analysis of the extent of the spread of fashion and the impact it has on the consumers. Pakistani designers have taken advantage of the global impact of looking good with stylish clothes. With the clever use of various colors, cuts, materials, necklines and sleeves embellished with delicate motifs, appliqued flowers and fine threadwork a soft-edged beauty has been lent to the look that is restrained yet colorful amongst Pakistani women. Designers are making clothes to make a statement. People started turning to fuss-free clothing, clothes that they can put on without the help of anything or anyone- thus ready-to-wear. It is important for a good designer to incorporate their own culture and get a right mix if they want to go international. A good designer's job is not just to make a good design- the image completes the package. To make fashion serious stuff and to make people sit up and take notice, fashion schools have been opened, where graduating classes put up such a collection that arouses curiosity in the serious fashion circles. After getting I 00 questionnaires filled, from twelve females each in three universities- lqra University, Islamic University and Quaid-e-Azam University; two females each in fourteen households in Islamabad ; and twelve females each in three organizations- Paktel, Citibank and UNDP it has been discovered that female consumers are interested in fashion with respect to clothing. There is a positive attitude towards the existing fads of clothing. Majority of the respondents are satisfied with the efforts made by the Pakistani designers. A lot of the respondents confirmed, that they follow the latest trends and prefer wearing clothes that are designed in the latest styles. However, price is given much importance when selecting clothes. Thus, the clothes that are affordable and in vogue is preferred and worn. A strong response was gathered when asked about the main emphasis of the research; whether fashion advertisements in print media have an impact on the readers. It was agreed that advertisements of clothes have an influence on consumers.Ready -to-wear clothes were once considered a market for the elite only. Now, it is producing for the masses.
