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.