Global, local branded garments getting popularity

KARACHI: The sale of fashionable and high quality garments of global and local brands are on the rise showing their growing popularity among the consumers despite of the fact the growth in the garments markets have been declining in the country for last few years.

Many Pakistanis with higher disposable income used to shop only outside Pakistan, especially Dubai, and now buy from Pakistan where both foreign and local brands are available. This is a matter of pride for Pakistan that our local brands have attracted the niche market of Pakistanis mainly because of their quality.

The number of international and local branded outlets is expanding in the country in big shopping centres and plazas of metropolis on the rising demand of customers and increasing sales of branded garments, said Asif Jaffar, who launched Born Fabulous.

Jaffar believes that Pakistan’s consumer market segment has grown significantly in the last five years despite slow economic growth. Most garment retailers in Karachi say their annual sales have dropped by at least 20-30% in the last 45 years owing to security issues and slow economic growth. But none of these obstacles were able to stop investors who not only launched new garment chains, but also expanded their business to other cities.

We have been successful in creating an interest in our customers not only in Karachi but also in other cities through our online shopping options,” he said. We wanted to continue investing in our brand this is why we started working on our branding strategy a year before the launch, Asif
Jaffar said.

It is good to see local brands providing quality products of international standards in Pakistan which has never been the case before. The rising competition in quality and price is pushing forward local brands and Jaffar thinks if this continues, these brands can turn into international brands.