Lawn Exhibitions 2009- A Boom to Fashion Industry or an Example of Mismanagement?
Start of April had brought about the seasonal collections of lawn prints, all over Pakistan. Unlike, the past whereby only two major brands existed i.e. Gul Ahmed & Alkaram Textiles, we saw fashion swinging from every corner this year.
Be it the established names like Rizwan Beyg, Maria B., Sana Safinaz etc. Models such as Vaneeza Ahmed or socialites including Erum & Mahin, everyone wants to jump on & introduce lawn labels.
Jam packed rooms of the five star hotels had never been witnessed more than this year. Amusingly, when the world cried for recession, our ladies enjoyed their shopping obsession.
Now what has given a boom to the lawn industry is the extensive market, extra ordinary profits & obviously the labels themselves. In addition, the urge of wearing different brands has increased so much that if not through the expensive bridal & formal wears, ladies tend to fulfill their association through lawn prints.
On the other end, our designers are coming up with exclusive collections, every year for they want to build in a bond with almost every household local. The fact that models and socialites are designing is undoubtedly the hay of profits in the business because the market is huge and almost everyone could be accommodated.
Brand association is a matter of prestige these days and this has what made women go crazy, getting almost possible print. A glimpse of such a happening was during one of the popular exhibitions of Sana Safinaz, where women were witnessed attacking the dummies to get their favorite prints. What a show it would have been where the so called Sophisticated Begmaats behaved in the most unsophisticated way possible.
Now what I’ve analyzed is that apparently, our designers have made a huge success in terms of profits and brand recognition but then there’s one question, constantly bubbling in my mind; as to where do our popular designers stand when it comes to handling their customers? Because what we’ve witnessed this summer was not popularity it was simple brand image destruction….!! What do you think ?? Contribution would be appreciated. 🙂