“Women dress alike all over the world: they dress to be annoying to other women” (Elsa Schiaparelli)
Fashion encompassed by the term dressing is a term commonly used to describe a style of clothing worn by most of people of a country. Averagely, a fashion remains popular for about 1-3 years and then is replaced by yet another fashion. But when it comes to women then the term fashion becomes a limitless thing. The quotation above clearly depicts the psyche of women about fashion.
Every season, summer, winter, autumn and spring has their own dressing trends but in Pakistan , the fashion industry specially in Summer seasons seems to be unprecedented due to the launching of lawn prints . The lawn phobia is getting more intense from the past two years and that’s why lawn industry is flourishing by leaps and bonds. In Pakistan, The Summer season is also known as synonymous to a season of lawn brands. Once there was a time when there were only two or three designers who launch the lawn prints but now every next designer has or is planning to launch a range of lawn prints and each year, number of designers is increasing.
Competition is getting strong each year and hence customers are able to having unique designs every where but price issue remains the same not for every one but for certain class who really love to have these dresses but can’t afford them to buy. If certain class who really can’t afford to buy these lawns if ignored then too, paying just for the brand name is not preferred by majority.
Many people producing the copies of original lawn brands which only differ in terms of brand logo otherwise these copies are seems to be same and are very difficult to the difference between original and counterfeited product. Some copies are so much resembled that it is almost impossible to find the original one.
Due to the intense competition, every designer is promoting their product by using every medium they find to be best used to display their product. Like hoarding, streamers, floats, TV ads etc. But apart from these, the products are now being sold through online media like internet. For this purpose, their web sites having options to show different designs with their updated prices. Also to encompass major market share mostly designers are offering in door service in terms of delivery to have a competitive edge.
As mentioned earlier about the pirated / counterfeited copies of lawn, one problem occurs while ordering these dresses online because one may not be sure that she / he is delivered product.
Finally, economy is a back bone of every country so as per the increasing trends in lawns in Pakistan, the govt. must take some steps to empower lawn exports which definitely would be helpful for the country because its market is increasing in Pakistan hence it must be spread out of country.
New Lawn Collections 2013 in Pakistan
Category: Dress Designs