Opening Fashion Brand In Pakistan

Opening Fashion Brand In Pakistan



Abstract

The industry of fashion retail is no exception in terms of retail internationalization. As in any industry, many products are global mode. The fashion companies have evolved to be one of the most successful and dynamic international retailers today. They argue that all but one of the largest specialty retailers of clothing sold outside its home country with a majority of total sales in international markets. It is clear that international activity has become an important element in the growth of fashion retailers. Retailers in fashion are more likely to achieve international success since its warehouse operations tend to be lower in comparison with other retail sectors.

Table of contents

CHAPTER 1: INTRODUCTION3

Overview3

Purpose of Study4

Research Question5

Significance of Study5

CHAPTER 2: LITERATURE REVIEW7

Overview7

Asian Fashion Market7

Pauls Smith Integrated communications10

Retailing13

The Fashion Industry16

Consumer behaviour and clothing products26

CHAPTER 3: RESEARCH METHODOLOGY30

Research Method30

CHAPTER 4: RESULTS AND ANALYSIS34

Fashion Industry Retailers34

Fashion Industry Intermediaries40

Fabric and Apparel Manufacturers45

Integrated service providers47

CHAPTER 5: CONCLUSION50

Conclusion50

REFERENCES56

BIBLIOGRAPHY63

APPENDIX66

CHAPTER 1: INTRODUCTION

Overview

The clothing industry in the Asia has experienced intense changes resulting from the growth of discounted clothing selling. The middle market may be characterised as being dominated by multiple specialist fashion retailers such as while department stores have a strong competitive influence within the industry in the luxury fashion product sector. The position of discount fashion retailers including has been significantly challenged by the entrance of supermarket operators such as while intense competition from international chains such as Gap, Zara and H&M has also increased due to the accelerating pace of globalisation. The asia fashion industry industry is one of the most competitive in Asia with multiple fashion retailers having captured approximately 70 per cent of the overall clothing market in turn generating a high concentration within the industry.

This phenomenon of retail concentration means that inefficient and undifferentiated fashion retailers are unable to survive in this mature industry in the asia context. The price orientated discount fashion retailers have so far sought to build brand names reflecting value for money principles in order to compete with retailers in the middle marketplace as well as supermarkets who target similar customer groups and segments of the market. Major discount fashion retailers have been concerned with cost delivery and quality as their key criteria for suppliers in such a way as that lower pricing and quality product levels are able to be achieved in meeting customer demands, (Jackson & Shaw, 2001, pp 34-117). International sourcing of clothing products would seem to be a common tool used by discount fashion retailers and supermarket operators in achieving cost effective product cycles. However there are hidden disadvantages in buying from overseas such as transportation costs, political circumstances such as the recent trade dispute between the EU and China and the inability of repeating orders at high speeds, (Hines, 2000, pp 21-118). Therefore more asia retailers including both discount and middle market retailers have seemingly turned back to local suppliers seeing quick response to stock needs as playing a vital role in attaining competitive ...