growth of fashion industry in pakistan

8/12/2019 Growth of fashion industry in Pakistan

1/14

11ewdew1 | P a g e

Growth of fashion industry

12/19/2012

Presented by :

Aqsa omer

Ayesha khan

Maryam Mustafa

Presented to :

Mamm TanzeelaPROGRAMME :

Bba (hons) eve

5thsemester

University of education bank road Lahore


2/14

Growth in fashion industry

Table of Contents

Fashion Summary ............................................................................................................................ 4

Fashion Industry ..................................................................................................................................... 5Pakistan Fashion Industry focusing on Pakistani Culture and Heritage............................................ 6

Literature review ........................................................................................................................... 8

Pearsons Correlation ................................................................................................................... 13According to that correlation table there is a satisfied relationship between the variables. This

shows that any change in one variable is correlated with change in second variable. In our

survey data Pearsons correlation of consumers is 1, new designers is .231, cloth industry is

.254, or media compaign is .285. From that value we can conclude that there is a satisfied

relationship between our 4 variables. .......................................................................................... 13

Our Pearsons correlation is positive that indicates that increase in value of one variable also

increase the value of others. Or decrease in value of one variable also decrease the value of

others variables. ............................................................................................................................ 13

Results ........................................................................................................................................... 13The result shows that independent variables new designers& cloth industries nd media campaigns

strongly or highly related with dependent variable consumers. ...................................................... 13

References ..................................................................................................................................... 14


3/14


ABSTRACTThis research study is a Structured Literature Review focused on identifying the learning

points which can derive from the fashion industry. Manufacturing, distribution andmarketing issues that enable a more robust analysis of the sector are investigated. A

review of business models used by companies in the fashion industry is conducted to gain

insights into the way that fashion firms manage demand. An extensive review of the

literature reveals that the fashion industry is market orientated and characterized by

short life cycle products and low demand predictability.

The dissemination of fashion has been studied for at least a century, and yet there is not

one universally accepted explanation for this fundamental process.

The study was conducted to explore the FASHION INDUSTORY IN PAKISTAN. Theobjective of study was to highlight the importance of fashion, to identify the factors

influencing fashion also kinds of fashion and how can we get aware of latest fashions. Study was

conducted and conclusion was drawn. The suggestions and recommendation have been

given at the end of research.


4/14


Introduction of FashionArt, Clothing, and Fashion; when talking about fashion it is hard not to discuss clothing;

and when speaking about clothes, it is hard to omit the influence of art. Thus, these three

words go hand in hand to give meaning to each other. Art, clothing, and fashion influence

each other and provide basis for us to understand each other anyone who has ever visited

an art show or art museum can easily see that art comes in various forms. Art ranges from

an oil painting hanging on the wall to a statue made out of diamonds. In the same way,

fashion may be presented through different clothing each falling in different categories

like; evening, gala, night, beach wear, etc.

Well fashion does not coordinate only towards clothing. We also have hair styles; make

up, music and now a days even underwear. Each of these depends on the type of clothing

chosen. Nevertheless in each category art is present and this criterion has been a debate

argued for decades.

Fashion is a creative process that results in a finished garment. Fashion has always

borrowed from other art forms whether they are textile patterns of ancient cultures or

sport. Taking these insights, designers recreate a new language of art in the form of an

item of clothing. They are artists working within the medium of cloth.

Fashion Summary

Examines the world of clothing and fashion design . Describes the influence of art on

fashion. Concludes that fashion is an interactive art form where the wearer is an essential

element of the art.


5/14


Fashion IndustryThe fashion is very large industry which consists from Fiber to Garments. Various

industries related to fashion:

Fiber related industry

Yarn processing industry

Fabric related industry

Fabric processing industry

Garment industry

Support sector (Educational Institute, Accessories manufacturer, machine manufacturer,

software developers, Research and development firms etc)

Pakistani fashion industry

Pakistani fashion industry has grown by leaps and bounds in last twelve to fifteen years.

Many famous fashion designers are working in this field and contributing their work to the

progress of the industry. With opening of the new institutes and fashion schools our

industry has found new horizon with new talent pouring in.

As Pakistani fashion industry has many talented and creative fashion designers. Every

fashion designer has new and creative ideas which make them distinguish from each

other. Famous Pakistani fashion designers names are Ammar Belal, Nomi ansari, karma,

Lajwanti, khaddar, Asifa and Nabeel, Sobia Nazeer, HSY, Maria B, Bee jees and more. And

I selected two designers for my case study, Ammar Bellal and Tazeen Hasan.

Ammar Bellal is basically my inspiration in this case study; he is doing a lot of work on

men's wear. Like other Pakistani fashion designers he didnt opt for bridle wear designing.

And my 2nd selected designer Tazeen Hassan says" I design my cuts with people from real

society in mind and not just models". Her designs are very simple. She sells Pakistani

women wear embroidered dresses,bridle dresses, kameez shalwar and lehnga chooli.

Although Tazeen hasan is also working good and creating style and designs.


6/14


The fashion industry has short product life cycles, tremendous product variety, volatile

and unpredictable demand, and long and inflexible supply processes. These

characteristics, a complex supply chain and wide availability of data make the industry a

suitable avenue for efficient supply chain management practices. The industry has also

been in a transition over the last 20 years: significant consolidation in retail, majority of

apparel manufacturing operations moving overseas and, more recently, increasing use of

electronic commerce in retail and wholesale trade. This paper aims to review the current

state of operations and recent trends across the fashion supply chain in the US. We use

industry-wide data, articles from business journals, industry reviews and extensive

interviews with an apparel manufacturer in California, and a major US department store

chain to describe the current operational practices and how the industry is restructuring

itself during the transition, focusing at the apparel manufacture and retail segments of the

supply chain.

Journal of Fashion Marketing and Management. 2006; 10(3):329-344. Description: Purpose This paper seeks to address the complex nature of fast fashion

buying through case studies with a supermarket, department store and own brand label.

Pakistan Fashion Industry focusing on PakistaniCulture and Heritage

The culture of Pakistanhas always been the focal point for all fashion designersin the

Pakistani fashion industry. Whether it is dress or accessories, Pakistani fashion industryhas always kept the aspect of pertaining to our traditional roots and heritage that are

actually the main identity of Pakistan.

Pakistani cultureand traditions always have a huge impact on Pakistani fashion industry

and the collections of famous Pakistani fashion designers, however, ourdesigners,and

experts have also tried to be unique and exclusive to use their imagination to design the

unmatchable products, dresses and accessories.
http://www.fashioncentral.pk/pakistani-mens-corner/designers/http://www.fashioncentral.pk/pakistani-mens-corner/designers/


7/14


Pakistani Fashion industry striving to make identification of Pakistani culture

The creations and collection line-ups of Pakistani fashion industry, that are purely culture

oriented, received warm acclamation and gratitude from the fashion ramps from all over

the world especially the western countries. The basic intention behind promoting

Pakistani culture and Pakistani fashion trendsthrough products and dresses is to mark

our individuality in the fashion industry worldwide, tied along with our tradition and style.

Whether it is trendyshalwar kameezor choori daar pajama, Pakistani fashion industryhas always marked its elegance with classy outfits. Moreover, Pakistani fashion industry is

doing an outstanding job as far as bridal creations are concerned. The bridal dress, lehnga,

sharara and ghararahave received a new charm and spectacular grace by amazing color

blends and distinguished embellishments from many famous Pakistani fashion designers.
http://www.fashioncentral.pk/beauty-style/dresses/story-96-shalwar-kameez/http://www.fashioncentral.pk/beauty-style/dresses/story-96-shalwar-kameez/http://www.fashioncentral.pk/beauty-style/dresses/story-96-shalwar-kameez/http://www.fashioncentral.pk/beauty-style/dresses/story-96-shalwar-kameez/


8/14


Literature reviewTheoretical Framework

The dependant variable of fashion growthis influenced by three independent variables

electronic media, promoting new designers, and establishing new industries.These

three variables aretotally dependent on each other but are independent individually.

These three variables collectively influence the dependent variable which is consumer in

this case.

The influence of media on consumer behavior is profound. The billions of dollars spent in

advertising each year attest to the impact of media on consumer purchasing and buying

preferences. The ability of media to shape consumer trends and tastes through media

such as movies, television shows and music is all-pervasive. New media such as Internet

sites accelerates consumer receptivity to products through comments made on websites

and blogs.

With the promotion of new designers as well as new brands in industry going towards the

growth of fashion. It is very beneficial for our industry .in this way more people get

interest in this field and through this way our fashion industry goes towards betterment.

When new industries of textile developed. It cause increase in growth of fashion.

Fashion is not something that exists in dresses only. Fashion is in the sky, in the street;

fashion has to do with ideas, the way we live, what is happening.

Coco Chanel

I think the idea of mixing luxury and mass-market fashion is very modern, very now - no

one wears head-to-toe designer anymore.

Alexander McQueen

"I think there is beauty in everything. What normal people would perceive as ugly, I can

usually see something of beauty in it?"

"Its a new era in fashion - there are no rules. Its all about the individual and personal

style, wearing high-end, low-end, classic labels, and up-and-coming designers all

together."

Alexander McQueen


9/14


Model

Growth of

Fashion

Industry

Promoting New designers

Establishing New

Clothing industries

Making people well

aware of latest fashion

by mean of media n

campaigns.


10/14


Methodology1 Sample size

The sample will be selected on the probability basis. In probability sampling we will use

the simple random sampling.

In this research, the sample comprising of 100 students (N = 150) selected from University

of education by convenient sampling technique. The sample consisted of girls (n =100)

students. Age level was constant ranging from to 18 to 25years.

For this study a self-explanatory questionnaire consisting of 14 questions was filled from

the students of University of Education. Questionnaire items contained informative

queries about advertised brand and its consumption process. Demographic include age

and educations questions. Age limit is 18 to 25 and mostly girls are bachelors and

masters students.

2 Primary dataPrimary data were collected by questionnaire, which contained 14 questions related to

the variables we selected.

3 Secondary dataData were collected form references, books, journals, and articles.

4 Type of researchWe use explanatory research.

5 InstrumentsWe conduct our research by questionnaire or surveys.


11/14


Reliability

Reliability Statistics

Cronbach'sAlpha

N of Items

.713 4

InterpretationIf the cronbachs alpha of reliability is greater than 0.07 than we can say that the data we

entered or use is reliable on scale or that shows a significant relationship between

variables. But if it is lower than 0.07 than the data is not reliable or that not satisfy the

variables relationship. In the reliability statistics table we can see that our reliability

statistics Cornbachs alpha is greater than 0.07 it is at .713 that indicates that the data we

use is reliable our there is significant or satisfied relation between our variables.

Case Processing Summary

N %

Cases

Valid 100 100.0

Excludeda

0 .0

Total 100 100.0

a. List wise deletion based on allvariables in the procedure.


12/14


Correlations

fashion designers

c.industry

M.compaign

fashion

PearsonCorrelation

1 .231 .254 .285

Sig. (1-tailed) .472 .398 .460

N 100 100 100 100

designers

PearsonCorrelation

.007 1 .096 .363**

Sig. (1-tailed) .472 .171 .000N 100 100 100 100

c.industry

PearsonCorrelation

.026 .096 1 .077

Sig. (1-tailed) .398 .171 .224N 100 100 100 100

M.compaign

PearsonCorrelation

.010 .363** .077 1

Sig. (1-tailed) .460 .000 .224

N 100 100 100 100**. Correlation is significant at the 0.01 level (1-tailed).


13/14


Pearsons Correlation

According to that correlation table there is a satisfied relationship between the variables.

This shows that any change in one variable is correlated with change in second variable. In

our survey data Pearsons correlation of consumers is 1, new designers is .231, cloth

industry is .254, or media compaign is .285. From that value we can conclude that there is

a satisfied relationship between our 4 variables.

Our Pearsons correlation is positive that indicates that increase in value of one variable

also increase the value of others. Or decrease in value of one variable also decrease the

value of others variables.

ResultsThe result shows that independent variables new designers& cloth industries nd media

campaigns strongly or highly related with dependent variable consumers.

ConclusionI think that the fashion is important for things as interviews of work but is not such an

important thing compared with the health since for not going to the mode you go away to

dying.In conclusion to spend a lot of money in clothes costs a sorrow.

Fashion has almost nothing to do with good taste. So, fashion is Depending on your personality you

may like bright, dark, earthy, glittery colors. Also depending on your mood and scene you

may like different stuff at different times.Love it or hate it, fashion is here to stay. The immense

impact that fashion has on todays culture and daily life is evident everywhere you turn. While we are

sure that fashion always played a role in the social culture that makes up college campuses, it hasnever been more apparent. While us extreme interest in the field of fashion may cloud my mind and

make ordinary outfits and tastes seem extraordinary, we think we may be on to something. Take a

moment to think about your day-to-day life at any point during this day, do you stop and think about

what you are wearing, or how good someone else looks? This is fashion. The fashion business is one

that is ever-growing, changing and influencing the way we think, act and look.


14/14


ReferencesFashion (2012, March 29). Wwd. (n.d.). Retrieved fromhttp://www.wwd.com/fashion-

news.

Cinema: Clothing and identity in the movies - Page 196, Stella Bruzzi - 2012

Introduction", Costume & Fashion Press, 2004,ISBN 0-89676-253-X

Timothy Brook:"The Confusions of Pleasure: Commerce and Culture in Ming China"

(University of California Press 1999); this has a whole section on fashion.

al-Hassani,Woodcok and Saoud (2004), 'Muslim Heritage in Our World', FSTC

publisinhg, pp. 389

Josef W. Meri & Jere L. Bacharach (2006). Medieval Islamic Civilization: A

K.Taylor &

Francis.p. 162.ISBN0415966914.

Laver, James: The Concise History of Costume and Fashion, Abrams, 1979, p. 62

Fernand Braudel, Civilization and Capitalism, 15th18th Centuries, Vol 1: The Structures

of Everyday Life," p317, William Collins & Sons, London 1981

http://www.wwd.com/fashion-news

http://www.fashionsalad.com/

http://www.runwayfashion.org/
http://www.wwd.com/fashion-newshttp://www.wwd.com/fashion-newshttp://www.wwd.com/fashion-newshttp://www.wwd.com/fashion-newshttp://en.wikipedia.org/wiki/Special:BookSources/089676253Xhttp://en.wikipedia.org/wiki/Special:BookSources/089676253Xhttp://en.wikipedia.org/wiki/Special:BookSources/089676253Xhttp://en.wikipedia.org/wiki/Timothy_Brook_%28historian%29http://en.wikipedia.org/wiki/Timothy_Brook_%28historian%29http://en.wikipedia.org/wiki/The_Confusions_of_Pleasure:_Commerce_and_Culture_in_Ming_Chinahttp://en.wikipedia.org/wiki/The_Confusions_of_Pleasure:_Commerce_and_Culture_in_Ming_Chinahttp://en.wikipedia.org/wiki/Salim_al-Hassanihttp://en.wikipedia.org/wiki/Salim_al-Hassanihttp://en.wikipedia.org/wiki/Taylor_%26_Francishttp://en.wikipedia.org/wiki/Taylor_%26_Francishttp://en.wikipedia.org/wiki/Taylor_%26_Francishttp://en.wikipedia.org/wiki/Taylor_%26_Francishttp://en.wikipedia.org/wiki/International_Standard_Book_Numberhttp://en.wikipedia.org/wiki/International_Standard_Book_Numberhttp://en.wikipedia.org/wiki/Special:BookSources/0415966914http://en.wikipedia.org/wiki/Special:BookSources/0415966914http://en.wikipedia.org/wiki/Special:BookSources/0415966914http://www.wwd.com/fashion-newshttp://www.wwd.com/fashion-newshttp://www.fashionsalad.com/http://www.fashionsalad.com/http://www.runwayfashion.org/http://www.runwayfashion.org/http://www.runwayfashion.org/http://www.fashionsalad.com/http://www.wwd.com/fashion-newshttp://en.wikipedia.org/wiki/Special:BookSources/0415966914http://en.wikipedia.org/wiki/International_Standard_Book_Numberhttp://en.wikipedia.org/wiki/Taylor_%26_Francishttp://en.wikipedia.org/wiki/Taylor_%26_Francishttp://en.wikipedia.org/wiki/Salim_al-Hassanihttp://en.wikipedia.org/wiki/The_Confusions_of_Pleasure:_Commerce_and_Culture_in_Ming_Chinahttp://en.wikipedia.org/wiki/Timothy_Brook_%28historian%29http://en.wikipedia.org/wiki/Special:BookSources/089676253Xhttp://www.wwd.com/fashion-newshttp://www.wwd.com/fashion-news

growth of fashion industry in pakistan

Documents