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In Conversation with Zurain Imam – Fashion, Trends and Beyond

Afifa Maniar
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In Conversation with Zurain Imam – Fashion, Trends and Beyond

Zurain Imam, a leading expert in Pakistani fashion with over two decades of experience, has an unmatched grasp of the industry’s complexities. In a world dominated by influencers, he stands out as a genuine fashion journalist, known for his writing and in-depth knowledge. In this exclusive interview, he reflects on his career, offers insights into today’s fashion scene, and shares his thoughts on the future of the industry. Get ready for an honest conversation with one of fashion’s most knowledgeable voices.

Synergyzer: Take us through your journey in Fashion Journalism.

Zurain Imam: I always had a desire to write, and penned my first essay when I was four years old. I was also always enamoured by fashion and aesthetics from a very young age and devoured: Vogue, Harper’s Bazaar, and Cosmopolitans as a teenager. At college in the United States, I studied World Literature and US Politics appeasing my parents’ desire for me to later attend law school for which I had no interest. I worked at my university’s newspaper ‘The Vanguard’ and the editor Lois Breedlove gave me a recommendation that I was an astute interviewer with my ability to put my interviewees at ease, which I would later hear from others. When I returned to Pakistan in ‘96, I began writing a column ‘ManTalk’ for ‘Visage’ magazine, as well as doing interviews of celebrities for the ‘glossy’. My first interview in Pakistan was with a fashion editor, ‘Fifi Haroon’. The interview caught the eye of the late internationally-recognised editor of the ‘Newsline’, Razia Bhatti where I began a column called ‘Death File’ recording daily deaths per month due to sectarian violence in Karachi in the late ‘90’s’. I visited Central Jail to interview Kenyan airline hijackers, which when I look back was terrifying. Later I began reporting mostly about the fashion industry and doing celebrity interviews for ‘Dawn Images’, ‘The News – Instep’ and about 14 other publications as well as being the Assistant Editor at ‘Mag the Weekly’ and later as Senior Assistant Editor at the popular magazine, ‘XpozĂ© Monthly’. I continued to do stories on socio-economic issues like acid-burn crimes. I am currently working with ‘Frieha Altaf’ on her podcast ‘FWHY’ where I help produce the show, alongside writing cover stories and interviews for Hum TV’s ‘Glam Magazine’. I am a visiting faculty member at the Asian Institute of Fashion Design teaching students Academic English with a practical stance with my years of experience.

Synergyzer: As a jury member of the Lux Style Awards, how do you make the decisions?

Zurain Imam: I was a LSA Jury member since the inception of the award show for around 18 years, I know what appeals to my aesthetic eye and what I deem creative, individualistic and original and always have maintained a stolid point of view.

Synergyzer: As a seasoned fashion expert, how have you witnessed the industry evolve since your career inception, and what are your candid thoughts on the current fashion landscape?

Zurain Imam: For the past year I have been teaching at AIFD and I’ve become more aware and cognisant about fast fashion, sustainability and upcycling. What most fashion aficionados will tell you is that fashion in Pakistan has become mundane and commercial with every brand looking similar with almost no originality, creativity or signature style. To sustain, designers are now predominantly focussing on bridals – for their economic survival.  Even brides have begun looking alike. There are exceptions like Faraz Mannan and Shehla Chatoor, who stand out as individualistic and sophisticated. Then you have the avant-garde designers like Hussain Rehar and fashion-forward brands like Rastah and Parishae Adnan whose labels have become pioneers in upcycling and sustainability. But even then, fashion has become more clouded, diluted and plain confused. Hopefully, there will be a renaissance with the upcoming Fashion Museum and Muse Gala organised by Frieha Altaf.

Zurain Imam
Zurain Imam

Synergyzer: Who according to you is the most innovative and revolutionary brand out there?

Zurain Imam: I admire the young designer Parishae Adnan who creates beautiful and original womenswear garments from upcycled fabric from her father, Amir Adnan’s decades-old sherwanis and other scrap fabric. Aomi, Bazazi and Shahkaar by Adila have been revolutionary with their focus on sustainability juxtaposed with style. Hussain Rehar is a designer who stands out by continuously being out-of-the-box. They say fashion is about the zeitgeist and should mirror the times. So, designers who are aware of climate change and upcycling are heading in the right direction as are those who develop a strong signature style and identity. There are some niche brands that focus solely on plus-size shapes like Xera but overall most brands maintain standard small, medium and large sizes which is non-inclusive.

Synergyzer: What is the current state of the fashion industry in Pakistan?

Zurain Imam: Many “fashionistas” will tell you that they feel Pakistani fashion is dead, outdated and mundane. Designers and brands are merely interested in commercialism and selling. It doesn’t matter what’s in demand, it’s as if creativity doesn’t matter anymore. Of course, there will always be a divide between the elite and the masses as far as affordability goes, with high-end couture and affordable ready-to-wear. But the greatest democratic equaliser in Pakistan has been the advent of Lawn which is affordable, aspirational, can be and is worn by both elite socialites as well as their domestic help.

Synergyzer: Do you think fashion journalism might just end, as the influencers take over the fashion world?

Zurain Imam: In this fast-paced world most of us don’t read detailed fashion reviews or wordy fashion campaigns. Looking back at my own articles I don’t think even, I would read them now, however astute and informed I thought they were while penning them! One must move with the times. Social media and quick visual-oriented reporting with Instagram stories and clips are popular and seem to be working. If an influencer can click and post striking images of a brand’s clothing and write a few captions, this is more than enough to satisfy brands’ needs which ultimately only require immediate reactions, likes, shares and sales. I think influencers have already massacred the livelihood of most fashion journalists and are ruling “fashion reporting” despite their lack of knowledge or even writing skills, I even once wrote an article about credible fashion journalists and Insta bloggers titled “Bloggers Vs Sloggers”.

Synergyzer: How do you think Pakistan can enter the international fashion scene?

Zurain Imam: Pakistan has a lot of fashion talent and a rich cultural heritage. International design houses like Giorgio Armani, Versace, Gucci, Christian Dior and high street brands like Forever 21 and Topshop have taken inspiration from the subcontinent and Pakistan, including Sindhi culture; incorporating shalwar kameez silhouettes, Ajrak, Peshawari chappals and myriad types of traditional embroidery in their collections. Pakistani couturier HSY even dressed Brooke Shields for a Gala event. When I was reporting on Pakistani Fashion Weeks when they first began, international buyers were invited to attend, I learned that international buyers were not interested in Pakistani designers producing and replicating purely Western outfits but were instead looking for fusion outfits which were imbued with a strong Pakistani element such as unique embroideries. They did not want Pakistani designers to mimic and try to compete with the LBD by Donna Karan. We have to get over our “gora complex” and embrace our own culture. I feel that Pakistan’s fashion fraternity has never evolved enough to be called “an industry” because they have never forged together to represent Pakistan internationally but have instead been mired in petty competition and ego trips. Frieha Altaf is working on presenting Pakistan’s own ‘Muse Gala’ a charity fundraiser to help launch the Pakistan Fashion Museum. Let’s be proud of our own culture and celebrate in our own courtyard!

Zurain Imam
Zurain Imam

Synergyzer: Reveal your editorial edit! How do you juxtapose your PR expertise with fashion journalism, take us through your writing rituals that make your features truly haute?

Zurain Imam: When I used to report on solo fashion shows or extensive fashion weeks, I would work closely with the designer’s PR teams and get as much information beforehand about the collections being shown. I would speak to the designer and ask about their inspiration; silhouettes; colours and embroideries. At the shows I would be one of the few journalists endlessly writing notes. Once designer Rizwan Beyg critiqued my reporting and said “my fashion reviews were like a thesis!” I learnt to pare down but still offered enough details. My method included penning down all my notes leaving them to brew for one day and then rewrite and edit. I also try to keep my writing style in tune with the audience I am writing for so I try not to use too high-flown vocabulary but keep it relatable and crisp, using pertinent and correct fashion vocabulary and terms. Also, in my fashion critiques I try to be fair and democratic; if I have to write three harsh points about a collection then I will try to balance them with four positive things. If I felt there was nothing positive about a collection, I would eschew even mentioning the collection in my review. Similarly, with profile interviews of celebrities, I embark on thorough research of them (Google and Wikipedia Zindabad!) and recently go through their social media to see what they have been up to. As mentioned, I am quite adept at putting my interviewees at ease and making them comfortable so they can open up. When they see that I have made a great effort in researching their lives and achievements they feel respected and are more responsive.

Western Wear in the East

Ayesha Anjum
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Western Wear in the East

Gen Z is the second youngest generation, between millennials and Generation Alpha, they are also the largest in number in Pakistan, almost 60% of them. Yet the most neglected, in terms of fashion, choices, attention and even opportunity. Gen Z is smart, digitally aware and more exposed to global fashion trends and is asking for trendier Western wear. For this issue, some young adults have contributed their views on the market of Western clothing in Pakistan and how they feel about it.

Insha Bachlani

Creative Manager, Age 25

For years, we’ve looked to international brands like Zara, H&M, and Mango to satisfy our Western wear cravings. And let’s be real—when it comes to fashion, Gen-Z in Pakistan has always been about expressing individuality, mixing trends, and making bold statements. But guess what? The game is changing, and local Pakistani brands are stepping up, big time. It’s happening right here with our own homegrown brands.

We’re talking about Ethnic, Sapphire West, Khaadi, and other brands that have started to fill the gap in Western fashion, and honestly, some of their collections are rivalling the big names from abroad.

So, why are we still overlooking what’s right in front of us? Let’s dive into the hidden gems of Pakistan’s Western fashion scene and how they’re making Gen-Z their ultimate target.

Ethnic – The new fusion trendsetter in town

Scrolling through Instagram, you might have noticed something interesting: Ethnic, a brand that’s known for its traditional, Pakistani clothing, has been seriously levelling up its Western wear game. The fusion styles they’ve been dropping recently? Well, they look a lot like what Zara and H&M are showcasing globally—but at a fraction of the price. They have a wonderful Eastern style yet Western cuts, making them more digestible for people just dabbling into Western clothing.

So, here’s the question. Why aren’t more people noticing? Maybe it’s because we’ve been conditioned to believe that Western fashion has to come from the West. But Ethnic is proving that homegrown brands can nail the aesthetic too—without the hefty price tag.

Sapphire West – ‘Athleisure meets casual chic’

Next up, Sapphire West. While Sapphire has always been a go-to for traditional outfits, their Western line is giving major Gen-Z vibes. From trendy co-ord sets to casual tees and solid button downs, Sapphire is all about creating a Western wear line that doesn’t compromise on style. They’ve tapped into the ‘athleisure meets casual chic’ trend, which is pretty much what we live in as Gen-Z. And let’s not forget the quality. Sapphire’s clothes aren’t just stylish; they’re built to last. When you’re spending your hard-earned cash, you want something that looks good and feels even better. The brand is managing to check both those boxes, making it a favourite for everyone who wants to stay on trend.

Khaadi – The OG that’s keeping up

Khaadi has always been a big player in Pakistan’s fashion industry, but recently, they’ve taken Western wear to another level. Their collections have evolved from being all about kurtas and traditional designs to offering more Western-inspired fits like casual tops, trendy pants, and modern dresses. What’s cool about Khaadi is how they blend global trends with a unique Pakistani twist, making the outfits stand out. Khaadi is also nailing the “sustainability meets style” approach. All of us can agree on the fact that Gen Z is super conscious about where their clothes come from, hence being big on ethical fashion. Khaadi’s focus on responsible sourcing and eco-friendly fabrics makes them even more appealing to the generation.

So, what’s changed?

Local brands like Ethnic, Alkaram, Sapphire West, and Khaadi are finally making a dent in Western wear. Let’s be real, not everyone can drop 10 grand on a Zara jacket or fly out to buy H&M. Local brands are offering trend-driven pieces at prices we can actually afford, making them way more accessible for Gen-Z. These brands are no longer just relying on traditional marketing. They’ve stepped up their social media presence, collaborating with influencers and creating campaigns that young people can actually resonate with. Generation and Ethnic, in particular, are killing it on Instagram with posts that speak to our love for casual street style and with clever storytelling, making them memorable and shareable.
Local brands are now faster than ever at picking up on global trends and making them available locally and before the trend dies out, which is always a plus. Whether it’s oversized fits, monochrome palettes, or streetwear aesthetics, these brands have their fingers on the pulse of what’s trending globally and bringing it straight to our shopping carts.
At the end of the day, Pakistan now has great Western fashion brands, but they need more love. As Gen-Z, we’re all about expressing ourselves through fashion, and local brands like Ethnic, Sapphire West, Alkaram, and Khaadi are finally giving us options that match our style. Sure, there’s still room to grow, but let’s give credit where it’s due. These brands are stepping up, providing trendy, affordable, and locally sourced options for a generation that’s always on the hunt for something fresh.
So, next time you’re eyeing that Zara top or H&M dress, maybe check out what Pakistani brands have to offer, big or small. You might just be surprised by how good local fashion has become.

Muhammad Yousuf

Social-Media Executive, Age 22

It’s important to understand that the fashion industry in Pakistan has focussed heavily on traditional clothing in the past. Nonetheless, the young Gen-Z are demanding more varieties and styles, including the Western fashion but the market is still untapped where only a few brands are attracting this population in the local market.

Why is Western fashion not booming in Pakistan?

There are numerous reasons why established western fashion brands have not quite set about the Pakistani market and a lot of it can be attributed to the dress code. The Statista report reveals that the overall percent of the shalwar kameez and other traditional clothing occupies more than 70-80% while the rest of the 20-30% is for western styled apparels. When it comes to everyday clothing in many cases, men and women continue wearing traditional, and while populous big cities may have a greater latitude towards western styles, this is relevant to small sized cities where traditional apparel is still the norm.
Western influences are perceived as more dominant in the urban sector leaving little influence in rural zones which constitute approximately 62.7% of the population in Pakistan (World Bank, 2022). The absence of western menswear in Pakistan is attributed to the cultural divide of the densely rural areas, urban areas, and religion. If these social and cultural differences are not addressed, Pakistan’s menswear market fails to present a real western fashion perspective.

Low production for Pakistanis

Although Pakistan is one of the largest producers of textiles in the world, most of the manufacturing that takes place within the company is for export or for basic garments that aren’t in demand in this region such as conventional Western wear. Pakistan Bureau of Statistics indicate that 65% of the total exports from Pakistan are apparel and textiles, yet a small percentage is focussed on producing western clothes that would be sold within the country. Local brands like ‘Hanger Pakistan’, ‘Groovy Attire’, and ‘Black and White’ are striving to fulfill this increasing demand. For instance, Hanger Pakistan directs its products towards Gen Z through oversized loungewear, minimalist looks, and tech-wear, while Groovy Attire specialises in streetwear. Black and White specialises in both formals and casual wear.

Is the marketing enough?

A recent survey showed that 89% Pakistan’s Gen Z’s use the internet daily and 76% use social-media apps frequently, making them the ideal platforms to reach the group that comprises over 60% of the total population. However, the presence of many local western wear brands lacks a strategic approach to digital marketing. Many brands such as Hanger Pakistan and Groovy Attire mainly use social-media to access the consumers, but the coverage is restricted. This is made worse by the fact that, out of the total Gen Z users, 85% get easily frustrated by adverts that interrupt their activities online. Further, 72% claimed they lose time either responding to or ignoring advertisements and finally, 70% claimed that most of the online advertisements are not valuable to them. These results highlight a significant problem that brands keep ignoring. 85% to be exact, choose the option of skipping video ads and 67% even uninstall the applications that have too many advertisements. This implies that brands must shift their approach from interruption to communication, to be able to attract the digitally literate generation.

Are the choices enough?

There is still a general lack of representation of professional and formal Western attires more so for men. However, there is an increasing trend of brands that opt for what can be described as ‘old money’ where there is a focus on simplicity and elegance in dressing, there are only a few locally owned clothing brands that offer such styles. This creates a big market gap especially for the business responding or the male gender who wants to or needs to look professional and formal. Euromonitor International’s 2023 Global Consumer Trend Analysis for Pakistan pointed out that more than half of the Gen-Z population is unhappy with the lack of choice and quality of professional and formal western wear.

Bridging the gap

For Western fashion to be successful within Pakistan, local brands have to concentrate on quality, promoting themselves online, and consumers. There are some brands such as Hanger Pakistan, Groovy Attire, Black and White, that have in some way, stepped up but more is still required to cater for the increasing market of formal western wears. Besides, fashion brands need to at least solve two issues, ad clutter and negative brand interaction that Gen-Z audience comes across online. As 86% of Gen-Z reported being annoyed at ads they see regularly, brands must move away from the intrusive and irrelevant ads and focus on the valuable and relevant ads that deliver tangible value to consumers such as coupons, exclusive access, or content.

 

Nawal Akif

Strategy Manager, Age 27

The fashion scene in Pakistan, from my perspective, lacks versatility and diversity. It seems that once a certain style becomes trendy, it dominates the market with little room for variation. For example, if button-down shirts are in vogue, they’re the only option available in most stores. Similarly, if vests and pants make an appearance, the entire focus shifts to them, leaving little to no room for other styles. There’s often a lack of variety in how fashion is presented and consumed, making it difficult for people to express themselves through clothing.

Over time, I’ve realised that different areas of life require different styles of dressing. Whether it’s casual wear for weekends, formal attire for work, or something in between for social outings, the versatility of a wardrobe is essential. Yet, for the longest time, I found gaps in my wardrobe because the items I wanted were either too expensive or simply unavailable in Pakistan. The fashion landscape felt very limited, and it wasn’t until I travelled to the USA in 2015 that I was able to address these gaps. Back then, I was in A-levels, and the fashion trends I encountered abroad were vastly different from what was available at home.

In the U.S., I was finally able to buy crop tops, tank tops, and other items that were in style but practically non-existent in Pakistan at the time. Tank tops, for instance, were considered “shirts” here and didn’t align with the broader global fashion trends I had observed. It was eye-opening to see how diverse and accessible fashion could be elsewhere, but frustrating to realise how far behind the local market was in catering to a wider range of fashion needs.

Although the fashion scene in Pakistan has evolved in recent years, it remains fairly one-sided. There are more brands now, and the range of clothing styles has expanded slightly. However, many of these brands lack a distinct personality, and their prices often do not reflect the quality or creativity of their offerings. What the fashion industry here needs, is more originality and self-expression from brands. Clothing doesn’t have to be exorbitantly priced to be appealing; it just has to be well-designed, well-made, and accessible.

The other day, I was browsing Zara’s website and within 15 minutes, I found several pieces that were perfect for work. I loved them so much that I ended up ordering them without hesitation. That’s the kind of feeling I want when I shop for clothes—an instant connection that makes me feel like I have to have a particular item because it’s exactly what I’m looking for. Unfortunately, that feeling is rare in the Pakistani fashion scene. Often, the options are either uninspiring copies of global trends or simply unsuitable for what I need in my daily life. Ultimately, what I want from fashion is not just to settle for something because it’s available, but to be inspired by pieces that I love so much that I can’t resist buying them. The fashion industry in Pakistan has the potential to reach this level, but it needs to offer more diversity, originality, and accessibility to truly fulfill the needs of a wide range of consumers.

The Comments Section | Summer Lamb

Webdesk
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The Comments Section | Summer Lamb

Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Strategic Marketing Operations Manager: Jeffrey Ng
Brand Manager – Lamb: Derek Lau

Creative Agency: Droga5 ANZ, part of Accenture Song
Production Company: The Sweetshop
Director: Max Barden
Editor: Joe Morris
Finish: Alt VFX
Audio Production & Music Supervision: Massive Music
Sound Designer: Simon Kane
Music Composition: Massive Music

Media Agency: UM
PR and Social Agency: One Green Bean
Social Listening: Kinesso

The Secret Power of Socks

Sumyya Sikander
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The Secret Power of Socks

The writer uses the socks analogy to discuss how both fashion and marketing thrive on the power of subtle, unexpected details. Whether it’s vibrant socks under a formal outfit or a bold creative twist in a campaign, it’s these small, unconventional choices that capture attention and make a lasting impact.

One fine morning, I threw on my go-to outfit: a simple white shalwar kameez, crisp, clean and cool. My white sneakers, worn in but still chic—completing my look, or so I thought. It was one of those effortlessly comfortable outfits where I don’t have to overthink anything. But here’s the twist: beneath that pristine attire, I decided to wear hot pink socks. Why? Well, why not? You may also ask why am I telling you this mundane detail, well


It wasn’t until I arrived at my friend’s place that the great sock squabble began. As I took off my sneakers, my friend raised an eyebrow and, in her most judgmental voice, asked, “pink socks kyun pehnay hein?”, “why are you wearing pink socks?” I looked at her, bemused, and without missing a beat, replied, “pink socks kyun nahi pehan’nay chahiye thein?”, “Why shouldn’t I be wearing pink socks?”

That simple exchange sparked a thought that stuck with me. Why do we scrutinise something as seemingly trivial as socks? Socks, tiny pieces of clothing hidden for the most part of the day, suddenly seem to take on a much bigger role, when they don’t follow the rules of coordination in this instance. But isn’t that exactly what we, as marketers, do? We find significance in the seemingly insignificant. We take something that might otherwise go unnoticed—whether it’s a colour, a word, or a small design choice—and we elevate it, making it meaningful. Just like my hot pink socks became the focal point of my outfit that day. Details in marketing often have the power to become the heart of a campaign!

Think about it: Socks are often an afterthought, much like how a small detail in an ad might be overlooked. But it’s the details that can make or break a campaign. In the same way that socks can add a splash of unexpected personality to an outfit, small creative choices in marketing, whether it’s a clever tagline, a unique design element, or even a bold colour choice – can make all the difference. As marketers, we obsess over these nuances because they hold the power to set us apart.

Socks have the unique ability to be both seen and unseen, much like subtle marketing that can influence perceptions without being overt. They can be a personal expression, something playful, even while the rest of your outfits (or brand projects) are more serious and polished. In the world of advertising, these small but impactful touches are often what resonate most with consumers. It’s like being in a high-stakes meeting with a client, looking formal and buttoned-up, but having a killer, hilarious headline or witty slogan that speaks volumes above the depth.

Just as my pink socks were an unexpected twist to my otherwise simple outfit, successful marketing hinges on injecting surprise and delight into the everyday. A well-placed, quirky detail does not only capture attention but also creates a lasting impression. We know that people don’t always remember the big, grand and sweeping elements, they remember the moments that made them stop and smile. That’s what my pink socks did, and that’s what great marketing does too.

Now, back to that puzzled friend of mine. Her reaction to my pink socks is a lot like the reaction, some people have to unconventional marketing ideas. When a campaign steps outside of the norm, when it challenges conventional thinking, there are always those who question it and try to negate them. They’ll raise eyebrows, choke and ask, “Why would you do that?” But as marketers, we know that those bold decisions often pay off. Innovation doesn’t come from playing it safe; it comes from breaking the rules in just the right way with just the right touch, like rocking a pair of pink socks under a formal white shalwar kameez, or wearing a fun, exciting tie with a regular suit.

But here’s the kicker, just like how my socks weren’t meant to impress my friend, our marketing efforts aren’t about pleasing just everyone. They’re about connecting with the right audience, sparking joy, curiosity, or even debate. It’s about standing out in a sea of sameness. As marketers, we know that the small, unanticipated details are often the ones that linger in people’s minds long after the ad is gone. They become the unsung heroes of our campaigns, just like my socks were the unsung heroes of my outfit that day, or your tie someday.

Fashion, like marketing, isn’t meant to be taken too seriously. It’s supposed to be fun, flexible, and, more importantly, personal. If an eccentric tie or belt could brighten your day or make you feel more confident, why not wear them? Similarly, if a bold creative choice in your campaign can grab attention and make someone think differently, why not go for it?

Ultimately, as marketers, we’re always looking for that secret power—the little thing that sets you apart from good work to great work. Whether it’s the choice of colour in a design, the tone of a tagline, or yes, even the decision to wear hot pink socks, it’s the attention to detail that often defines success. So, next time someone asks you, “Why are you doing that?”—whether it’s in relation to your fashion choices or your latest campaign idea—just smile and say, “Why not?” Because in fashion and marketing, it’s the little things that matter far more than people realise.

The Best Part of Everyone’s Childhood – Bachaa Party

Ayesha Anjum
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The Best Part of Everyone’s Childhood – Bachaa Party

Get ready to enter a world where childhood dreams come true! Bachaa Party, a one-stop destination for all things kids, is not just a store, but an experience. With its unique approach to catering to the smallest customers as royalty, Bachaa Party is changing the game. From trendy and comfortable kids’ apparel to school supplies, baby care products, and educational toys, Bachaa Party offers an unparalleled range of items for kids aged 0-14. Since 2016, the children’s store has been making shopping a delightful experience for both kids and parents. With 10 interactive outlets across Pakistan and a super-cool online store but that’s not all – this amazing brand is also on a mission to positively impact young lives through exciting projects and initiatives! Join us as we chat with Ahmer Javed, the Director and the mastermind behind Bachaa Party, and discover the secrets behind this kids’ retail wonderland!

Synergyzer: What inspired you to create a brand that caters exclusively to children, and how have your personal experiences influenced the development of Bachaa Party?

Ahmer Javed: The retail landscape of Pakistan is as such that brands almost always solely focus on women fashion or men, and the kids were an after-thought, you would have this tiny section at the back of the store with children’s apparel, with limited options and variety. When you look at the demographics, there’s a huge percentage of population that’s under the age of 18 in Pakistan. This is a young country, there’s a huge gap in the market. Kids weren’t given the importance that they deserve. They weren’t given significance. Therefore, this idea came to life. To make kids the primary target. Instead of thinking “we should put something in the corner”. To create a store based on their needs, to base it on their behaviours, what they would prefer. Another key matter was understanding the needs of mothers. Prior to conceptualising the store, we conducted extensive research and engaged directly with mothers. They expressed the inconvenience of having to visit multiple locations—one store for clothing, another for toys, and yet another for school supplies—each in a different direction. This feedback became central to shaping our vision. The primary goal was to create a dedicated space where mothers could conveniently find a comprehensive selection of clothing, toys, and school supplies for their babies—all under one roof. This environment would offer a safe, comfortable, and stress-free shopping experience, with competitive pricing, allowing them to meet all their needs in a single visit and return home with ease and satisfaction.

Ahmer Javed
Ahmer Javed

Synergyzer: Can you share some insights into the process behind selecting and curating the brands and products available at Bachaa Party?

Ahmer Javed: The whole concept of Bachaa Party is to have everything at one location, consequently our first target was to increase the variety. We want to make sure that when a parent comes in, they don’t have to go anywhere else, make sure that our store, our brand was convenient. When a customer comes in to buy a diaper, for instance, you’ll be able to buy a bib as well. The customer will also be able to get multiple varieties, from expensive to cheap. To have variety and value at the same time. On average we are cheaper than our competitors for a similar or the same product. What I want for the parent that comes in is that they are able to buy two shirts instead of one.

Synergyzer: Do you collaborate with local brands?

Ahmer Javed:  We do a lot of collaborations with local brands, we’re quite open to collaboration, if a company’s vision meets with ours, doesn’t matter if it’s big or small, if we like it, we go through with it. Recently, Bachaa Party began an initiative, called Bachaapreneur. Which is where kids, bring in their ideas or products, they pitch it to us and then we select the best one, give them space to put their products on our shelves. The kids, or our young Bachaapreneurs as we call them, step into the entrepreneurial world, they set up the stalls Bachaa Party Outlets, learn real-life skills and serve customers. We’ve put up scarves, eco-friendly dolls, jewellery, leather badges, wall frames, and these were all products that these kids created and pitched to us.

Bachaa Party
Bachaa Party

Synergyzer: What do you believe sets Bachaa Party apart from other children stores in Pakistan?

Ahmer Javed: We were one of the first brands to introduce a Customer Experience Department, we’re are giving the most emphasis on the customers, and the experience they-have with us, whether it be for online or in store. We aim to give the customers the best experience possible. From when you enter the store, till you leave it, a staff that is extremely well equipped with product knowledge, they assist, suggest and help in any way possible. We also have valet parking at all our standalone stores, so you don’t have to worry about the kids, or the parking or carrying the items back into your car.

Synergyzer: How do you personally ensure that Bachaa Party’s branding remains fresh and innovative, especially in a market that constantly changes with new trends?

Ahmer Javed:  We have a commercial team that does detailed research and development. The product development team and the designing team sit together with the research to create products that children or adults would love. Next, we have a planning and forecasting team, prepare for future trends and products who work with the sourcing team. Then we finally finish with a quality management. There’s a whole cycle that follows. These procedures enable us to release the best product according to the right timeline and allow our customers to be in-step with the world as well.

Synergyzer: Does Bachaa Party have their own products that they create, develop and sell? Or is it all just sourced from other companies and brands?

Ahmer Javed:  The clothes and shoes, we create in-house, we design, produce and do quality assurance. We have begun making our own strollers, bibs, car seats, and board games. We have our own version of Ludo. We have created toys and puzzles as well as publishing books. Our target for the near future is to manufacture in Pakistan for the world and becoming import independent. I’m so excited to share that we have collaborated with Lal’s who just won the ‘Pastry Discovery Gem Award 2024’ by the prestigious Paris-based La Liste, we’ve invented lollipops, chocolates and even chips with the chef.

Synergyzer: What factors influence your pricing decisions?

Ahmer Javed:  Pricing decisions are based on our customers; we do a competitive analysis and our strategy is to keep our products at least 20-30% cheaper than our competitors for the same quality and a similar experience.

Bachaa Party
Bachaa Party

Synergyzer: What marketing strategies have been the most effective in establishing Bachaa Party as a leading children’s store in Pakistan? And does social media play a role in your overall marketing strategy?

Ahmer Javed:  Our Corporate Social Responsibility or the social impact we create is embedded in our vision, which influences how we market ourselves. Our vision is to be the best part of everyone’s childhood, it’s an effort to combine the company’s financial and social objectives. The CSR programmes that we carry out aren’t run as a formality, once or twice a year, it’s a priority for us and we practice it every day. The doll we’re selling, we are setting aside a portion of revenue for the salaries of differently-abled people, it’s not strategy for us, but passion. Apart from advertising, I think the biggest plus that we have is that we have everything in one room. That’s the best USP for us to market, since nobody has been able to replicate this business model in Pakistan for the past eight years, and that is something that we capitalise on, what we leverage and has brought us so far. For us, when we advertise or market or plan, we really consider the emotional aspect of a person or a child. The experience that you get from visiting a Bachaa Party store or even crossing a Bachaa Party store, what kind of emotions does that bring out of you. We kind of changed our strategy and went from direct marketing to a more emotion-based marketing. It’s the kind of marketing where we’re genuine. And we’re providing a solution to a problem. I think that kind of hits home with customers. Social media plays one of the biggest roles. Almost 70% of our customers are coming through Facebook, Instagram and other social channels. Social media is such a great tool to get your message across. I think it’s worked wonders for us. What we also do is not only try to give product knowledge but also educating and assisting them through videos on our social media, we’ve done a session with a nutritionist – what kind of lunches should you give your child for school, dentists – teeth and gum care for children. Doctors – how to reduce screen time.

Synergyzer: What factors influence your decision to offer promotions or discounts?

Ahmer Javed:  We only do two sales a year, to clear our stocks. Summer and Winter clearance sales, so the new stock can come in.

Synergyzer: Can you share any upcoming projects or initiatives that Bachaa Party is doing?

Ahmer Javed:   One thing that is extremely close to my heart is that we want to provide convenience for gifting, we’ve already launched it and you can buy online, get it packed and delivered to their place and we have this option, for the Middle East, we also have gift cards that you can just gift to your loved ones.

Synergyzer: What else is Bachaa Party doing?

Ahmer Javed:  There’s a nationwide plantation that is in the works, we are going to go to almost 200 schools in seven cities of Pakistan and give a plant to each class, and they have to take care of it. We did a pilot project in one school in Karachi, ‘The Haque Academy.’ And got a really pleasant response. We’re working on city beautification, as well as bringing inclusivity as much as we can. We did a campaign with differently-abled children, which was a hit and honestly made everything that we do worthwhile. I am big on CSR, we care for the kind of social impact that we have, we’ve created several verticals and that is how we want to give back to the community. We have a vertical for education, health care, climate change, development, child rights, as well as city beautification, for arts and culture and we have a vertical for inclusivity.

Bachaa Party
Bachaa Party

Under these verticals, we partner with the government, NGOs, and FMCGs both local and international. When we do a commercial campaign, we always try to think of the social impact we create. UNDP Pakistan is one of our partners, they wanted to highlight the importance of SDGs. We chose eight SDGs out of the 17 and we partnered with KMC. We formed synergy between Bachaa Party, KMC and UNDP. We’ve worked with ‘ WWF Pakistan ‘ on the development side and for climate change. We have a focus on Child Protection and Welfare Bureau Punjab, we work for child rights; child abuse, child beggary, child labour. We also did a Child Rights Awareness Walk, Karachi’s first Child Rights Awareness Walk held in October last year. Nadia Jameel who is a child rights activist, Dr. Kishwar Inam, she’s a renowned Paediatrician from AKU and Rabia Nizami, she’s a an ex-MPA who has been working on child rights policy in Sindh. Everything we do is for children, for their betterment, for their future, even if it just seems like toys. Although it’s a business but we truly care for the children of Pakistan and hope they prosper.

From TikTok to Checkout

Laiba Umar
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From TikTok to Checkout

TikTok has revolutionised the world of marketing, transforming how brands connect with audiences. From viral trends to user-generated content, it’s become a powerful platform driving purchase decisions, especially for Gen Z.

Social media, you either love it, hate it or are simply puzzled by it and with that you’re most likely to be familiar with TikTok. And just when you think it’s just a random mobile application, where Gen-Z make silly dance videos or do ice bucket challenges and trauma dump about their situationship, it dawns it’s become much more than that. It has altered marketeers’ brain chemistry, TikTok has introduced new lingo in the English language, like cheugy and finna, and taken over the purchase decisions of the masses. It has changed the world, the retail experience and how we process information.

If you are from the age group 18 to 25 you’ve most likely experienced a “TikTok Made Me Buy It” moment at least once, Since 2020. The hashtag has been surfaced by users to showcase amazing products they have discovered thanks to TikTok’s influence. To date, #TikTokMadeMeBuyIt has over 9 million posts, which explains how this platform is turning into a shopaholic’s search engine – It’s like Google for people like me. Right now, whilst I am writing this article, my laptop is on a portable desk, tumbler on my side table, my lip oil on my lips, and my concealer applied, all because I was influenced by TikTok – Guilty as charged – TikTok did really make me buy it or I could be addicted to shopping? But numbers don’t lie.

When you scroll through TikTok, it never gets boring, it’s extremely immersive and so much fun. The ads never feel like ads, they’re more like entertainment and shopping is easy as it can get. You aren’t only looking at the close-ups or beauty shots, but also virtually feeling the product through creative takes – First Reactions, User Generated Content, Fashion Hacks, and so much more. Brands like Dyson, Rhode, Anua Beauty, CeraVe, Huda Beauty, Shein, Coach, Miss Rose, Zero Makeup, AQ Cosmetics, LAAM, and Daraz. These brands are looking into the future and really understand audience; therefore, I will assume that you are at least familiar into one of these brands. They understand that this authentic and raw feel of the adverts on the platform, create engaging content that capture the audiences’ attention constantly.

But now the question is, how should brands leverage the “TikTok made me buy it” craze? Where should they start? While there is no foolproof formula for going viral, there are a few things we can learn from the above-mentioned brands that had their viral moments.

Short & Fast:

The generation with an attention span of 8 seconds cannot focus on old-school TV Commercials. This isn’t a diss, it’s just a reality. The short, quick videos make an ideal watch. OOTD videos by influencers of Shein and H&M. “What I ordered vs What I received” – short and crisp content. Reviewing Daraz and LAAM about their experience and also validating their claims, makes them go viral and the sales skyrocket.

User-Generated Content:

The live reactions, ‘before and after’ results with the combination visually appealing videos, is one more reason that makes TikTok an ideal place to advertise. Brands like Dyson, Rhode, and Miss Rose, cashed this opportunity. TikTok users giving their first reaction while unboxing and then using the product in real-time proved to be convincing enough that most of them were sold out.

Trends:

When a certain form of content is going viral on TikTok, brands tend to adapt it and use it for themselves and hop on the bandwagon. If done at the correct time and genuinely, the products can go viral. Like the ASMR Videos, Pack Your Order, and Get Ready with Me. I remember the #CeraVeRoutine, Clean Girl aesthetic, and the Y2K Style. All the on top of our heads because of TikTok. And also, you a Brat or a Demure? Asking for a friend.

When we look at TikTok trends in Pakistan, influencers and users offer a different perspective. Many are still in the state of inquiry, experimenting and testing trends and products. Despite this, the word most often associated with Pakistani TikTok is “cringe,” which feels like an assumption, there are always two sides to the story and people will have to delve deeper to understand what the application is really about. There’s still so much to learn, brands like Maybelline, L’OrĂ©al, and Miss Rose have tapped into these valuable insights, leading to some of the most viral and successful products in the market today.

Aside from the usual, TikTok is educating the creators on how to make content in order to grow their business. For this, TikTok hosted its #GrowWithTikTok Masterclass in Karachi, empowering Small and Medium Businesses in Pakistan. The workshop brought together SMB owners, marketers, and entrepreneurs who learned how to leverage TikTok’s features to increase brand visibility and connect with a younger demographics.

Expert-led sessions covered content creation tools, audience engagement, and campaign optimisation strategies. Attendees also gained insights into TikTok’s Community Guidelines, safety features, and content moderation. The event provided valuable networking opportunities, fostering partnerships and collective growth among local businesses.

This initiative is part of TikTok’s global commitment to supporting SMBs, recognising their vital role in Pakistan’s economy. By providing essential tools and resources, TikTok aims to be a key partner in the growth journey of Pakistani SMBs. TikTok is really changing the game and it truly cares for its users and creators, which is rare in this age.

Like it or dislike it, TikTok is here to stay. With its user base constantly growing, it’s an extremely successful tool for marketers. If you are still sleeping on its potential. This might just be your wake-up call. The best time for small brands to grow their community and make their place in the market. One of the most effective strategies to reach your target audience is social proofing; giving them life-changing solutions, creating FOMO and the users get hooked to your brand or products. Generating campaigns, connecting with the audience, and staying relevant. This is all what you have to do to be successful and TikTok is just that. Just one more thing, before I end this, I am spilling a deep, dark secret, that TikTok may or may not approve of – the moment you lose connectivity with your audience, some other brand is going to come and replace you, that’s one downside of this fast-paced, truly amazing platform. But that shouldn’t stop you from all the upsides.

This piece may feel like a love letter to TikTok (it just might be one) but this application is a precedent that social media is a great tool if used correctly, it offers direct evidence that social converts sales and creates action. It educates and creates opportunities. What’s not to love about that, right?

When Fashion Brands stay in Fashion

Muhammad Ali Khan
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When Fashion Brands stay in Fashion

The fashion industry in Pakistan thrives on creativity, tradition, and evolving consumer preferences. To stay relevant, brands must not only deliver quality apparel but also craft compelling stories and experiences that connect emotionally with their audiences.

What does it take to stay relevant in Pakistan’s fast-moving fashion industry.
Pakistan’s fashion industry has always been a vibrant one, fusing creativity and tradition to produce designs that represent the nation’s rich cultural legacy. It is a sector that has changed remarkably throughout the years, driven by evolving customer preferences. Apparel has been one of Pakistan’s most iconic industries, having played a huge role in shaping the very concept of branded products among consumers.
Thus, successful brands know that it’s not just about the clothes – it’s about the story they tell, the emotions they evoke, and the values they represent – to resonate with these consumers. As the industry grows and more players – both small and big – enter the fold, it’s important now, more than ever for marketers in this industry to differentiate their brands and be able to tell compelling stories.

Evolving Consumers need

Evolving Brands

By the early 2000s, Pakistan witnessed immense growth in the apparel industry as its middle class expanded and purchasing power grew. Local fashion brands began to diversify their offerings while the emergence of millennials and a social media frenzy further fuelled this consumption-driven middle class, propelling the fashion industry’s growth.

Today’s women – across the middle and upper-classes – seek fashion that fits their fast-paced lifestyles. While international brands such as Zara have made a significant impact, most local brands still struggle to position themselves as “Zara” for the modern Pakistani woman. Although fashion brands in Pakistan have historically competed on pricing strategies, they are now fighting to maintain relevance through identity and offerings in a face-off between legacy brands versus today’s modern fast-fashion brands.

While legacy brands enjoy deep customer trust, they are making more and more efforts to shed their ‘old-fashioned’ image and appeal to a much younger, more fashion-conscious audience. From selecting the latest and contemporary brand ambassadors, to launching trendy seasonal campaigns, it’s clear these brands are making efforts to be more relevant, modern, and appealing to today’s smart, working women. For instance, how Alkaram completely rebranded itself recently in a bid to appeal to a younger audience-base while talking about both style and comfort.

On the other hand, modern fast-fashion brands have tapped into the one thing modern women value most, which is convenience – from the very get go. While unstitched fabrics have been the traditional route for most women and allow for personalised fashion, pret clothing offers ease and sells quickly, especially through online platforms. With more women opting for online purchasing, fashion brands across the board are reevaluating how they allocate resources between pret and unstitched collections to meet changing consumer preferences. This has become a trend which apparel brands across the board have adopted. In addition to this, many of these brands have also embraced body-positive approaches to marketing, representing a diverse demographic of all sizes in their communication – this in turn resonates with audience sentiments and makes everyone feel included.

Crafting Authentic Brand Experiences

Successful brands focus on more than just selling the product, it’s about building the brand in a way that integrates seamlessly into the lives of the consumers. Such activities contribute to building immersive brand experiences which live in the hearts of the consumers – long after they have even experienced any interaction with
the brand.

A good example of a brand that has done this successfully in the local market is Khaadi.

What makes them truly stand out are not just the bold, colourful visuals that highlight the vibrancy of their collections, rather their attention to making themselves part of people’s lifestyle. From dubbing their retail outlets as ‘experience hubs’ to making cafes, a part of these experiences – Khaadi invites consumers to become part of their world in more ways than one.

In order to create such experiences, brands need to take certain steps to engage customers effectively. Sensory and experiential cues, go a long way of showing and inviting audiences into their world. Then, within those worlds, it is important to create meaningful brand interactions that evoke emotional connections – such as representing a thought-process that matters to people. Brands like Nike have shown us how this works best. And finally, by positioning the brand as a way to fulfil the consumer’s desires, brands can pave the way towards consumers’ hearts.

In the fashion industry, online and offline experiences complement each other. As more fashion brands establish their own online retail stores, the role of brick-and-mortar locations is evolving. These physical stores will increasingly focus on embodying and showcasing the brand’s values and personality, rather than solely being points of sale – while the campaigns speak with audiences to build love in the hearts of the customers.

Marketing Insights – What’s Happening in Fashion Marketing?

Maha Hashmi
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Marketing Insights – What’s Happening in Fashion Marketing?

The fashion industry’s glamour often conceals the strategic world of marketing, which defines how brands establish their image – whether luxury, streetwear, or sustainable. As technology and social media reshape consumer behaviour, fashion marketing faces rapid transformations, opening doors to global reach and innovative strategies.

The hidden gears behind the glamorous world of fashion lie in the marketing sector of the industry. Through a brand’s imaging and positioning, it can position itself as a luxury or mature or affordable or a streetwear brand. The world of fashion marketing, like the industry itself, is everchanging and adapting to consumer demand. With a recent influx of technology and AI models, and the increasing role that social media continues to play in consumer decisions, the industry has seen rapid change in the past few years. Following are some insights from the trends in the style and fashion marketing industry:

Unique Social Media Marketing

As of 2024, platforms such as Instagram, Facebook, TikTok, Pinterest, LinkedIn, Twitter, Snapchat, and even YouTube have introduced a marketplace feature, allowing for a more versatile virtual buying and selling experience. Marketing through social media has been dubbed as “shoppertainment”, and younger consumers’ preferences and shopping habits can be directly targeted. For example, the recent incline towards “retail therapy” on online platforms is an indicator of micro-trends and how they gently press towards a larger focus on active consumer behaviour.

The phenomenon of “fast fashion” has also greatly contributed to the now much faster trend cycling that encourages a constant stream of purchasing new garments and accessories to keep up with – “what’s trending.”

Marketing Insights
Marketing Insights

As a result of the quick rise and decline of trend cycles, marketing has had to adapt to keep up with the demand for new products quicker. A cost-effective and efficient way to meet these demands is through greater online efforts.

As a result, brands have taken to methods such as influencer marketing to make their desired impact. According to the BoF-McKinsey consumer survey, the influencer-marketing industry had been forecasted to reach $21 billion in 2023 and will keep rising. Brands such as ‘Hugo Boss’ and ‘Gucci’ have conducted such campaigns with influencers like, ‘Sabrina Bahsoon’ and ‘Amelia Dimoldenberg’ respectively, but social media marketing, being the accessible platform that it is, is not reserved for a certain genre of brand. In fact, smaller brands are also able to make large impact through social media. One shining and pertinent example of this is the Pakistani streetwear brand ‘Rastah’, which was started by three cousins in 2018, and to date has been worn by, Justin Bieber, Timothee Chalamet, Zayn Malik, Riz Ahmed, French Montana and many other celebrities both in Hollywood and Bollywood.

Increased Development and Role of AI

Since its introduction, AI has made leaps and bounds to almost all industries, and for everyone who has had exposure to it, in not just professional capacities but also personal, individual capacities. Large language models like Chat-GPT have become everyday terms and applications. McKinsey analysts believe that Generative AI could add anywhere from $150 billion to $275 billion in profits to the fashion industry by 2030. Trend forecasting giants like ‘WGSN’, ‘Peclers’, ‘Trend Stop’ and ‘Fashion Snoops’ are using AI-based forecasting to keep up pace with global trend overturn and the rising industry of fast fashion.

AI also allows for a more personalised online shopping experience. Consumers can factor in their lifestyle, mood, preferences, and body type when selecting what to purchase. Another interesting development is the surge of ‘AI Influencers’, such as ‘Lil Miquela’, ‘Shudu Gram’, and ‘Imma’, virtual influencers who partner with fashion and makeup brands for online marketing campaigns.

Marketing Insights
Marketing Insights

Focus on Sustainability and Ethics:

Around 67% of consumers now say they consider sustainability to be an important factor when choosing which brands they want to buy from as stated on NovaTomato, a sustainable fashion brand. This can be seen mirrored worldwide in various brand campaigns and marketing efforts.

As the world becomes more globalised and aware, the unsustainable production methods of the fashion industry have come to light, with that the millennials and Gen-Z-ers especially factor in more than just the product when buying. With a larger concern for our environment and the ethicality of production methods, people now want to know who is making their clothes, how and with what they’re being made, and who or what is affected during this process. As a result, trends such as upcycling, thrifting, and a refocus on the ‘vintage look have emerged.

One notable sustainable US-based-fashion-brand is ‘Outerknown’, which used 90% recycled or ethically sourced fibres, and are planning to become fully circular by 2030. ‘Patagonia’ is another example of brand imaging in line with sustainability and ethicality. For almost 40-years, ‘Patagonia’ has supported grassroot activists working to find solutions to the environmental crisis. In fact, Vogue Business highlights a high-end luxury fashion campaign, “Girls Just Wanna Grown Plants”, that tackles the idea that one must keep up pace with fashion trends, which leads to overconsumption and ultimately, pollution. The company behind the campaign, ‘Agency for Nature’, was applauded for its sustainability focus. However, it must be kept in mind that consumers do not begin and end to gauge sustainability at the marketing and branding aspect only. An inaccurate sustainability campaign may have unintended opposite effects for the company. This phenomenon is called “Greenwashing”, and conscious buyers have their eyes out for it. ‘Lululemon’s’ – ‘Be Planet’ campaign was met with backlash when 99.7% of their carbon emissions doubled during the time that the campaign was active.

Marketing Insights
Marketing Insights

In the ever-changing global climate we live in, the heavily-online, hyper-connected and super-monitored network that is entrenched in personal and professional activity, it only makes sense that social media landscapes, artificial intelligence models, and critical consumer bodies make up the future of even fashion marketing. However, with this also comes the opportunity to tap into global markets, to reach newer audiences, and to scale to unprecedented proportions. It is worth appreciating that the global consumer is changing to be more aware and conscious of the environmental impact of their individual actions; while also holding the corporations they buy from to those same standards and values. The fashion marketing industry is changing, and with that it brings endless opportunities.

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