Fashion
Industry in Karachi
Probably the most quoted line in the
history of fashion is, “A bit of bad taste is good; it’s the tastelessness we
must fight against.” Often people who know the difference between good taste,
bad taste and tastelessness and also appreciate a rare quality called a ‘sense
of humor’, quote this. And many use it just to flaunt that they are familiar
with Diana Vreeland.
If we sensibly try to deconstruct the quote, it’s understood that the first part is merely there to add pizzazz to the latter, bitterer truth. But nothing explains Vreeland’s famous line better than the recent trend in Pakistani fashion. Here the uncontrolled ‘bit’ is growing at an alarming rate into tastelessness itself. And this is what, I am sure, she must have meant.
The phenomenon is viciously at work on all fronts of the fashion scene. Clothes, accessory, photography, styling and most sadly, fashion journalism have fallen victim to this onslaught. The recently opened floodgates of bad taste have unleashed a storm, which is sweeping even those names, which were once synonymous with good taste.
Today, save from a few, everyone has joined the bad-taste bandwagon, continuing their journey towards tastelessness. At the risk of sounding like a bitter loser, I would like to say that the sad part is that the leaders of bad taste are getting undue attention, importance and success.
New clothesline reveal that nothing new is experimented with. In fact, earlier clothes were more tasteful. Now that element has also flown out of the window. Strange people with a darzi and loads of money are calling themselves designers. Their modus operandi is to go to Kehkeshan with a copy of this magazine, get designs copied and sell them to the ones who are bitten by the designer bug. Few are even more audacious. They actually buy a Bunto Kazmi, Rizwan Beyg, Nadya Shah, Nilofer Shahid and Sana Safinaz and start mixing and matching all. But the worst are those who are trained from so-called fashion schools and blatantly plagiarize the senior people’s designs that have invested time and effort in their work. These ‘trained’ shamelessly feed off their imagination. Mehboob Bukhsh, Jama Cloth and Anarkali have found up-market outlets in posh localities.
The sudden burst of fashion magazines has provided a platform to these fashion quacks. Everyone and their, wives/husbands, son/daughters, servants and dogs are taking out a magazine these days. If you could manage to get a few photographs taken of a caked up clothes-hanger, can write English alphabets in a coherent looking form which resembles words, you could easily publish a magazine. So what if it doesn’t make any sense? So what if it’s all grammatically wrong? It should only LOOK like English, even if it’s in Roman script. Who reads anyway? Everyone looks at the pictures.
Now let’s take a look at the pictures as well. Anything that looks like photos of clothes would pass for a fashion shoot. You have four outfits. Designed by your own self? Great, a designer is born. You, or if you are a male then some women in the house, must have some cosmetics as well. After all, no decent woman shows her face to the world without it. Amazing - we have a stylist in the house. Oh lovely, your husband/brother/son loves to take photos - that means we have a photographer, too. What a talented family you are. The shoot is ready. And we ready to print it as we are the biggest, greatest and most knowledgeable fashion magazine in Pakistan.
Shady looking characters are mushrooming everywhere, courtesy this epidemic called fashion magazines. I met a character in Lahore who introduced himself as a Fashion Consultant. He does style shoots for various designers, gets them published in these magazines and takes 15% cut from both. He was directing a wannabe model in a way, which looked more like molestation than styling and choreographing. He was shooting a so-called designer’s ‘latest’ fur-trimmed summer collection in April for the May issue of a sleazoid. Upon inquiry regarding the combination of summer and fur, he nonchalantly replied, “In Pakistan everything goes”.
Whatever happened to fashion’s prime purpose of spreading awareness, style and creating good-looking images? Fashion in Pakistan, after a brief tasteful era, has gone down the film industry path. Fame is the name of the game. The blinding glare of glamour doesn’t reveal the purpose behind the lights. Those with knowledge of good and bad are feeling tired and defeated in the face of blatant commercialization. They are retiring into their cocoons. The revolutionary zeal is evaporating. Can we let these ugly demons raise their uglier heads and gobble up what our seniors so passionately and painfully gave birth to and nurtured in the name of fashion? We are heading for an era that would surely have earned a line from Vreeland had she been alive and aware of us. “A bit of bad taste is good; it’s the Pakistani fashion and magazines we must fight against”.helping people find their own
If we sensibly try to deconstruct the quote, it’s understood that the first part is merely there to add pizzazz to the latter, bitterer truth. But nothing explains Vreeland’s famous line better than the recent trend in Pakistani fashion. Here the uncontrolled ‘bit’ is growing at an alarming rate into tastelessness itself. And this is what, I am sure, she must have meant.
The phenomenon is viciously at work on all fronts of the fashion scene. Clothes, accessory, photography, styling and most sadly, fashion journalism have fallen victim to this onslaught. The recently opened floodgates of bad taste have unleashed a storm, which is sweeping even those names, which were once synonymous with good taste.
Today, save from a few, everyone has joined the bad-taste bandwagon, continuing their journey towards tastelessness. At the risk of sounding like a bitter loser, I would like to say that the sad part is that the leaders of bad taste are getting undue attention, importance and success.
New clothesline reveal that nothing new is experimented with. In fact, earlier clothes were more tasteful. Now that element has also flown out of the window. Strange people with a darzi and loads of money are calling themselves designers. Their modus operandi is to go to Kehkeshan with a copy of this magazine, get designs copied and sell them to the ones who are bitten by the designer bug. Few are even more audacious. They actually buy a Bunto Kazmi, Rizwan Beyg, Nadya Shah, Nilofer Shahid and Sana Safinaz and start mixing and matching all. But the worst are those who are trained from so-called fashion schools and blatantly plagiarize the senior people’s designs that have invested time and effort in their work. These ‘trained’ shamelessly feed off their imagination. Mehboob Bukhsh, Jama Cloth and Anarkali have found up-market outlets in posh localities.
The sudden burst of fashion magazines has provided a platform to these fashion quacks. Everyone and their, wives/husbands, son/daughters, servants and dogs are taking out a magazine these days. If you could manage to get a few photographs taken of a caked up clothes-hanger, can write English alphabets in a coherent looking form which resembles words, you could easily publish a magazine. So what if it doesn’t make any sense? So what if it’s all grammatically wrong? It should only LOOK like English, even if it’s in Roman script. Who reads anyway? Everyone looks at the pictures.
Now let’s take a look at the pictures as well. Anything that looks like photos of clothes would pass for a fashion shoot. You have four outfits. Designed by your own self? Great, a designer is born. You, or if you are a male then some women in the house, must have some cosmetics as well. After all, no decent woman shows her face to the world without it. Amazing - we have a stylist in the house. Oh lovely, your husband/brother/son loves to take photos - that means we have a photographer, too. What a talented family you are. The shoot is ready. And we ready to print it as we are the biggest, greatest and most knowledgeable fashion magazine in Pakistan.
Shady looking characters are mushrooming everywhere, courtesy this epidemic called fashion magazines. I met a character in Lahore who introduced himself as a Fashion Consultant. He does style shoots for various designers, gets them published in these magazines and takes 15% cut from both. He was directing a wannabe model in a way, which looked more like molestation than styling and choreographing. He was shooting a so-called designer’s ‘latest’ fur-trimmed summer collection in April for the May issue of a sleazoid. Upon inquiry regarding the combination of summer and fur, he nonchalantly replied, “In Pakistan everything goes”.
Whatever happened to fashion’s prime purpose of spreading awareness, style and creating good-looking images? Fashion in Pakistan, after a brief tasteful era, has gone down the film industry path. Fame is the name of the game. The blinding glare of glamour doesn’t reveal the purpose behind the lights. Those with knowledge of good and bad are feeling tired and defeated in the face of blatant commercialization. They are retiring into their cocoons. The revolutionary zeal is evaporating. Can we let these ugly demons raise their uglier heads and gobble up what our seniors so passionately and painfully gave birth to and nurtured in the name of fashion? We are heading for an era that would surely have earned a line from Vreeland had she been alive and aware of us. “A bit of bad taste is good; it’s the Pakistani fashion and magazines we must fight against”.helping people find their own
Mix and Match!! Create your own
style!! Western, Indian, Oriental, Folk etc. contemporary fashion amasses every
facet. Designer industry is booming and there are quite a few very respectable
names in this still juvenile industry. Best and most attractive thing is the
Coti (a Jacket) embroidered with Dabka in geometric motives and colors that
will swing your heart. Chiffon, Silk, Lace, Velvet, hand loom fabrics glitters
the evenings. Pencil heals enhances the delicacy.
Formal evenings include Lehnga,
embossed Organza Shirt with Chooridar pajamas, Sleeveless Choli and Lenga, and
a deep neck line. Designer industry conducts fashion shows, with top models
like Eruj, Ayesha, Sonia, Bibi, Iffat Rahim cat walking through the long Isle.
Big boost.
Pakistanis are a very fashion
conscious nation. Be it dress, food, or lifestyle, what ever is in vogue is
“IN”. Fifty percent of Men and ninety-five percent of the Pakistani women wear
their National Dress, “Shalwar Kameez”, i.e., a knee length shirt (Kameez),
loose ankle length trouser (Shalwar) and for the women a stole, which is worn
over the shoulders known as “Dupatta”.
Usually women are seen with dyed or
highlighted hair and latest trendy apparels that are devotedly followed. Not to
forget the young men who usually drive inspiration from the singers or actors.
The fashion business is one of the
most imaginative and busiest activities in Pakistan. Salons, beauty parlors and
clothing outlets are found in every street and corner. When it comes to textile
and embroidery, it is one of the industries in which Pakistan excels. Rich
embroidery with sequins, glasswork, thread, beads, shells and thin wire depicts
the true eastern culture. The seasonal cloth comes out in a variety of patterns
and designs, usually worn mix and match, and for those who like to be different
solid colors are adorned with block prints, screen-printing or are hand painted
to add exclusivity.
Fashion in Pakistan is not only
restricted to the upper class but also maidservants and the shopkeepers have an
aesthetic fashion sense. Weddings, events, festivals and parties are a display
of the hottest trends.
In Pakistan, fashion has evolved
over time. As the society is moving close to advancement, more attention is
being paid to the manner of dress and lifestyle. Here is a quick glance back in
time to see how the nation has grown with its trends.
The focus of the time was on
fittings. Bell bottoms, hair pieces, narrow fitted shirts, narrow dupattas,
heavy eye makeup for girls and side burns for men was order of the time. People in those times took influence from
the actors whom they idealized.
In 70’s the political times changed.
People turned towards patriotism. Cotton came in vogue and people were seen in
loose kurtas called Awami Suits and Saris.
The 80’s emerged from the drabness
of the 70’s and ushered in disco, glitz and glamour. People were indulged in
their material instincts. In Pakistan, loose was “in” and tight was “out”.
Glitter and glitz was trendy and simplicity took a back seat. People on streets
emerged attired in sacks.
It was a time for the rival of our
culture. Traditional costumes made a comeback. A lot of embroidery, gharara,
Sheirwani and Paishwaz were seen. Everyone wanted to look sleek and thin.
The year 2000 came with a bang
moving people towards hi-tech and fast-paced living. Now people in the cities,
especially women, have become work oriented. They want to look good but have no
time for frills and fancies. Therefore, the clothes too have become more
streamlined and structured. The defined boundaries of eastern and western
fashion have collapsed people wear no fuss Chinese trousers, cargo pants, iron
easy cloth and manageable preferably short hair. Fusion is the call of this
time.
Probably the most quoted line in the
history of fashion is, “A bit of bad taste is good; it’s the tastelessness we
must fight against.” Often people who know the difference between good taste,
bad taste and tastelessness and also appreciate a rare quality called a ‘sense
of humour’, quote this. And many use it just to flaunt that they are familiar
with Diana Vreeland.
If we sensibly try to deconstruct the quote, it’s understood that the first part is merely there to add pizzaz to the latter, more bitter truth. But nothing explains Vreeland’s famous line better than the recent trend in Pakistani fashion. Here the uncontrolled ‘bit’ is growing at an alarming rate into tastelessness itself. And this is what, I am sure, she must have meant.
The phenomenon is viciously at work on all fronts of the fashion scene. Clothes, accessory, photography, styling and most sadly, fashion journalism have fallen victim to this onslaught. The recently opened floodgates of bad taste have unleashed a storm, which is sweeping even those names, which were once synonymous with good taste.
Today, save from a few, everyone has joined the bad-taste bandwagon, continuing their journey towards tastelessness. At the risk of sounding like a bitter loser, I would like to say that the sad part is that the leaders of bad taste are getting undue attention, importance and success.
New clothesline reveal that nothing new is experimented with. In fact, earlier clothes were more tasteful. Now that element has also flown out of the window. Strange people with a darzi and loads of money are calling themselves designers. Their modus operandi is to go to Kehkeshan with a copy of this magazine, get designs copied and sell them to the ones who are bitten by the designer bug. Few are even more audacious. They actually buy a Bunto Kazmi, Rizwan Beyg, Nadya Shah, Nilofer Shahid and Sana Safinaz and start mixing and matching all. But the worst are those who are trained from so-called fashion schools and blatantly plagiarize the senior people’s designs that have invested time and effort in their work. These ‘trained’ shamelessly feed off their imagination. Mehboob Bukhsh, Jama Cloth and Anarkali have found up-market outlets in posh localities.
The sudden burst of fashion magazines has provided a platform to these fashion quacks. Everyone and their, wives/husbands, son/daughters, servants and dogs are taking out a magazine these days. If you could manage to get a few photographs taken of a caked up clothes-hanger, can write English alphabets in a coherent looking form which resembles words, you could easily publish a magazine. So what if it doesn’t make any sense? So what if it’s all grammatically wrong? It should only LOOK like English, even if it’s in Roman script. Who reads anyway? Everyone looks at the pictures.
Now let’s take a look at the pictures as well. Anything that looks like photos of clothes would pass for a fashion shoot. You have four outfits. Designed by your own self? Great, a designer is born. You, or if you are a male then some women in the house, must have some cosmetics as well. After all, no decent woman shows her face to the world without it. Amazing - we have a stylist in the house. Oh lovely, your husband/brother/son loves to take photos - that means we have a photographer, too. What a talented family you are. The shoot is ready. And we ready to print it as we are the biggest, greatest and most knowledgeable fashion magazine in Pakistan.
Shady looking characters are mushrooming everywhere, courtesy this epidemic called fashion magazines. I met a character in Lahore who introduced himself as a Fashion Consultant. He does style shoots for various designers, gets them published in these magazines and takes 15% cut from both. He was directing a wannabe model in a way, which looked more like molestation than styling and choreographing. He was shooting a so-called designer’s ‘latest’ fur-trimmed summer collection in April for the May issue of a sleazoid. Upon inquiry regarding the combination of summer and fur, he nonchalantly replied, “In Pakistan everything goes”.
Whatever happened to fashion’s prime purpose of spreading awareness, helping people find their own style and creating good-looking images? Fashion in Pakistan, after a brief tasteful era, has gone down the film industry path. Fame is the name of the game. The blinding glare of glamour doesn’t reveal the purpose behind the lights. Those with knowledge of good and bad are feeling tired and defeated in the face of blatant commercialization. They are retiring into their cocoons. The revolutionary zeal is evaporating. Can we let these ugly demons raise their uglier heads and gobble up what our seniors so passionately and painfully gave birth to and nurtured in the name of fashion? We are heading for an era that would surely have earned a line from Vreeland had she been alive and aware of us. “A bit of bad taste is good; it’s the Pakistani fashion and magazines we must fight again
If we sensibly try to deconstruct the quote, it’s understood that the first part is merely there to add pizzaz to the latter, more bitter truth. But nothing explains Vreeland’s famous line better than the recent trend in Pakistani fashion. Here the uncontrolled ‘bit’ is growing at an alarming rate into tastelessness itself. And this is what, I am sure, she must have meant.
The phenomenon is viciously at work on all fronts of the fashion scene. Clothes, accessory, photography, styling and most sadly, fashion journalism have fallen victim to this onslaught. The recently opened floodgates of bad taste have unleashed a storm, which is sweeping even those names, which were once synonymous with good taste.
Today, save from a few, everyone has joined the bad-taste bandwagon, continuing their journey towards tastelessness. At the risk of sounding like a bitter loser, I would like to say that the sad part is that the leaders of bad taste are getting undue attention, importance and success.
New clothesline reveal that nothing new is experimented with. In fact, earlier clothes were more tasteful. Now that element has also flown out of the window. Strange people with a darzi and loads of money are calling themselves designers. Their modus operandi is to go to Kehkeshan with a copy of this magazine, get designs copied and sell them to the ones who are bitten by the designer bug. Few are even more audacious. They actually buy a Bunto Kazmi, Rizwan Beyg, Nadya Shah, Nilofer Shahid and Sana Safinaz and start mixing and matching all. But the worst are those who are trained from so-called fashion schools and blatantly plagiarize the senior people’s designs that have invested time and effort in their work. These ‘trained’ shamelessly feed off their imagination. Mehboob Bukhsh, Jama Cloth and Anarkali have found up-market outlets in posh localities.
The sudden burst of fashion magazines has provided a platform to these fashion quacks. Everyone and their, wives/husbands, son/daughters, servants and dogs are taking out a magazine these days. If you could manage to get a few photographs taken of a caked up clothes-hanger, can write English alphabets in a coherent looking form which resembles words, you could easily publish a magazine. So what if it doesn’t make any sense? So what if it’s all grammatically wrong? It should only LOOK like English, even if it’s in Roman script. Who reads anyway? Everyone looks at the pictures.
Now let’s take a look at the pictures as well. Anything that looks like photos of clothes would pass for a fashion shoot. You have four outfits. Designed by your own self? Great, a designer is born. You, or if you are a male then some women in the house, must have some cosmetics as well. After all, no decent woman shows her face to the world without it. Amazing - we have a stylist in the house. Oh lovely, your husband/brother/son loves to take photos - that means we have a photographer, too. What a talented family you are. The shoot is ready. And we ready to print it as we are the biggest, greatest and most knowledgeable fashion magazine in Pakistan.
Shady looking characters are mushrooming everywhere, courtesy this epidemic called fashion magazines. I met a character in Lahore who introduced himself as a Fashion Consultant. He does style shoots for various designers, gets them published in these magazines and takes 15% cut from both. He was directing a wannabe model in a way, which looked more like molestation than styling and choreographing. He was shooting a so-called designer’s ‘latest’ fur-trimmed summer collection in April for the May issue of a sleazoid. Upon inquiry regarding the combination of summer and fur, he nonchalantly replied, “In Pakistan everything goes”.
Whatever happened to fashion’s prime purpose of spreading awareness, helping people find their own style and creating good-looking images? Fashion in Pakistan, after a brief tasteful era, has gone down the film industry path. Fame is the name of the game. The blinding glare of glamour doesn’t reveal the purpose behind the lights. Those with knowledge of good and bad are feeling tired and defeated in the face of blatant commercialization. They are retiring into their cocoons. The revolutionary zeal is evaporating. Can we let these ugly demons raise their uglier heads and gobble up what our seniors so passionately and painfully gave birth to and nurtured in the name of fashion? We are heading for an era that would surely have earned a line from Vreeland had she been alive and aware of us. “A bit of bad taste is good; it’s the Pakistani fashion and magazines we must fight again
Every
discipline has developed its own methods to investigate the phenomenon under
study. Similarly Consumer behaviour has developed its own methods and
techniques to collect information required to study the various phenomenon that
comes under the domain of its subject matter. In this research, the researchers
adopted the Singular Approach (Referred the approach in which researcher uses
only one method).This makes the research more reliable and valid. For the
present researcher uses the following methodology:
Questionnaire
Universe
refers to the whole of your subjects in any research. In this research we tried
to visit and cover all the fashion boutiques of Karachi and visitors going
there.
As the
people visiting there is the most appropriate who should be surveyed so we
visited all the boutiques and get our all questionnaires solved by the people
visiting there.
Sample is
defined as the subset of the whole. It is very difficult to get the response
from every unit of analysis. Keeping in view the constraints in terms of
Financial and Human Resources and Time, representative sample is selected.
The
researcher selected the sample of 150 people which mostly includes the females
and especially the house wives who really spend the money on such items been
offered in boutique. In our survey we have basically studies the fashion trends
only in terms of changing fashion in clothes. Questionnaire contains 12
questions with one table of analysing with its unique characteristics.
Keeping in
view the objective of the research, the researcher developed a tool for data
collection. The questionnaire was used in this research. The questionnaire
contains 13 items and have detailed introduction of the research, and guidance
for the respondents. Questionnaire is given as follows.
(Fashion
industry)
We are conducting a market research
on the factors that influence the buying decision of the customers of the
boutiques in Karachi
1. Have you ever gone for buying
clothes from a boutique before?
a.
Yes
b.
No
2.
If yes, which particular boutique
you prefer?
a.
Trends
d. Tee Jays
b.
Rangoli
e. AusieMale
c.
Pehnava
f. Other________
3.
How did you get to know about this
boutique?
a.
Through friends
b.
Through relatives
c.
Advertisements
d.
Internet
e.
Window shopping
4.
Is this your first purchase from
this boutique?
a.
yes
b.
no
5.
If yes, what factors made you leave
the previous boutique?
a.
low quality
b.
high price
c.
was not upto your creative standard
d.
tired of buying from the same
boutique
e.
any other reason:_________________
6.
How often do you go to buy clothes
from a boutique?
a.
occasionally
b.
monthly
c.
seasonally
d.
during Sales promotion
7.
How long have you been purchasing
the boutique items?
a.
6 months
b.
1-3 years
c.
more than 3 years
8.
What price range do you think is
most appropriate for a dress?
a.
600-1100
b.
1100-1500
c.
1500-2000
d.
2000-2600
e.
above 2600
9.
Do you think that fashion
magazines/fashion shows are directing people towards ready made clothes?
a.
yes
b.
no
10.
Do you recall any banner/ad related
to a particular boutique?
Yes
b. no
If ‘yes’ where did you see it;
a.
T.V.
b.
Magazine
c.
Outside an outlet
d.
Billboard
e.
Internet
11.
Which of the following do you agree
with;
a.
boutique clothes are convenient
b.
boutiques are the best place for
purchasing when in emergency
c.
boutique clothes represent
style/self image
d.
any other suggestion:____________________________
12.
Rank the features of a boutique
according to the importance you give to them?
|
NAME:___________________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Quality
|
||||
|
Comfort
|
||||
|
Designs
|
||||
|
Environment
|
||||
|
Customer satisfaction
|
||||
|
Time consumption factor
|
||||
Price
Affordable
OR Not
a.
Male ___ Female___
b.
Age____
c.
Occupation_________
d.
Family Income:
1)
10,000-20,000
2)
20,000-30,000
3)
30,000-40,000
4)
more than 40,000
In the following it is given the
analysis of each and every question indivisually
|
Options
|
Frequency
|
%age
|
|
Males
|
53
|
35
|
|
Females
|
97
|
65
|
|
Option
|
Frequency
|
%age
|
|
15-25
|
48
|
32
|
|
25-30
|
59
|
39
|
|
Above 30
|
43
|
29
|
|
Option
|
Frequency
|
%age
|
|
10,000-20,000
|
83
|
55
|
|
20,000-30,000
|
29
|
19
|
|
30,000-40,000
|
17
|
11
|
|
More than 40,000
|
21
|
14
|
1. Have you ever gone for buying
clothes from a boutique before?
a.
Yes
b.
No
|
Options
|
Frequency
|
Percentage(%)
|
|
Yes
|
117
|
78
|
|
No
|
33
|
22
|
|
Total
|
150
|
100
|
In response to our 1st
question in which we asked as to whether you have gone for buying clothes from
a boutique or not, 78% of the people said ‘yes’ while 22% said ‘no’.
2. If yes, which particular boutique
you prefer?
Trends
d. Tee Jays
Rangoli
e. AusieMale
Pehnava
f. Other________
|
Options
|
Frequency
|
Percentage
|
|
Trends
|
65
|
43.3
|
|
Rangoli
|
14
|
9.3
|
|
Pehnava
|
23
|
15.3
|
|
Tee
Jays
|
41
|
27.3
|
|
AusieMale
|
5
|
3.3
|
|
Other
|
2
|
1.3
|
|
Total
|
150
|
100
|
The preference of the majority lies
with the ‘trends’ boutique with 44%, whereas 9.3% people went for the Rangoli,
15.3% preferred Pehnava, 27.3% people went for Tee Jays and AusieMale got 3.3%.
1.3% people proffered purchasing from other boutiques or did not make any
purchases from Karachi, rather went to other cities
13.
How did you get to know about this
boutique?
a.
Through friends
b.
Through relatives
c.
Advertisements
d.
Internet
e.
Window shopping
|
Options
|
Frequency
|
Percentage(%)
|
|
Through
friends
|
64
|
43
|
|
Through
relatives
|
40
|
27
|
|
Advertisements
|
31
|
21
|
|
Internet
|
2
|
1.3
|
|
Window
Shopping
|
13
|
9
|
|
Total
|
150
|
100
|
43% people got to know about the particular
boutique they purchased from through their friends. 27% through their
relatives, 21% through advertisements, 1.3% of the exposure was through
Internet and window shopping contributed towards 9% of the exposure.
14.
Is this your first purchase from
this boutique?
a.
yes
b.
no
|
Options
|
Frequency
|
Percentage
|
|
Yes
|
16
|
11
|
|
No
|
134
|
89.3
|
|
Total
|
150
|
100
|
People who were purchasing for the
first time from the boutique were 11%, while 89% had been purchasing before
their recent purchases as well
15.
If yes, what factors made you leave
the previous boutique?
a.
low quality
b.
high price
c.
was not upto your creative standard
d.
tired of buying from the same
boutique
e.
any other reason:_________________
|
Options
|
Frequency
|
Percentage(%)
|
|
a.
|
4
|
25
|
|
b.
|
9
|
56
|
|
c.
|
1
|
6.25
|
|
d.
|
2
|
13
|
|
total
|
16
|
100
|
25% people left the previous
boutique because of the low quality, 56% left due to high price, 6% left
because they didn’t find it up to their mark, and 13% were tired of buying from
the same boutique.
How often do you go to buy clothes
from a boutique?
occasionally
monthly
seasonally
during Sales promotion
|
Options
|
Frequency
|
Percentage%
|
|
Occasionally
|
14
|
9.3
|
|
Monthly
|
10
|
7
|
|
Seasonally
|
114
|
76
|
|
During
sales promotion
|
12
|
8
|
|
Total
|
150
|
100
|
9% of the people go for the
occasional buying of clothes, 7% for the monthly purchase, 76% went for the
seasonal purchases whereas 8% opted to buy during the sales promotion.
How long have you been purchasing
the boutique items?
a.6 months
b.1-3 years
c.more than 3 years
|
Options
|
Frequency
|
Percentage%
|
|
6
months
|
16
|
11
|
|
1-3
years
|
123
|
82
|
|
More
than 3 years
|
11
|
73.3
|
|
Total
|
150
|
100
|
11%
of the people have been purchasing from the boutiques since 6 months time
period, 82% range from 1-3 years, and 73 % people have been buying for
more than 3 years.
16.
What price range do you think is
most appropriate for a dress?
a.
600-1100
b.
1100-1500
c.
1500-2000
d.
2000-2600
e.
above 2600
|
Options
|
Frequency
|
Percentage%
|
|
a.
|
41
|
27.3
|
|
b.
|
28
|
19
|
|
c.
|
33
|
22
|
|
d.
|
35
|
23.3
|
|
e.
|
13
|
9
|
|
Total
|
150
|
100
|
Regarding
the price range 27% people think that the most appropriate is 600-1100, 19% go
for 1100-1500, 22% are in favor of 1500-2000, 23% make it for 2000-2600
while 9% people can afford for more than 2600.
17.
Do you think that fashion
magazines/fashion shows are directing people towards ready made clothes?
a.
yes
b.
no
|
Options
|
Frequency
|
Percentage%
|
|
a.
|
53
|
35
|
|
b.
|
97
|
65
|
|
Total
|
150
|
100
|
35%
people are of the view that fashion magazines and shows are making people more
aware about the fashion scene whereas the rest 65% don’t support either of
them.
18.
Do you recall any banner/ad related
to a particular boutique?
Yes
b. no
If ‘yes’ where did you see it;
f.
T.V.
g.
Magazine
h.
Outside an outlet
i.
Billboard
j.
Internet
|
Options
|
Frequency
|
Percentage%
|
|
a.
|
53
|
35
|
|
b.
|
97
|
65
|
|
Total
|
150
|
100
|
|
Options
|
Frequency
|
Percentage%
|
|
a.
|
4
|
4
|
|
b.
|
15
|
13
|
|
c.
|
90
|
76
|
|
d.
|
8
|
7
|
|
e.
|
2
|
2
|
|
Total
|
119
|
100
|
19.
Which of the following do you agree
with;
a.
boutique clothes are convenient
b.
boutiques are the best place for
purchasing when in emergency
c.
boutique clothes represent
style/self image
d.
any other
suggestion:____________________________
|
Options
|
Frequency
|
Percentage%
|
|
a.
|
7
|
5
|
|
b.
|
131
|
87
|
|
c.
|
5
|
3
|
|
d.
|
7
|
5
|
|
Total
|
150
|
100
|
5%
people think that boutique clothes are convenient, 87% are of the view that
while in emergency boutiques are best to buy from, 3% think that they represent
their style and image.
20.
Rank the features of a boutique
according to the importance you give to them?
|
NAME:_______trends____________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Quality
|
16
|
14
|
9
|
26
|
|
%age
|
25
|
22
|
14
|
40
|
|
NAME:_____trends______________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Comfort
|
3
|
19
|
21
|
22
|
|
%age
|
5
|
29
|
32
|
34
|
|
NAME:_____trends______________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Designs
|
5
|
35
|
17
|
8
|
|
%age
|
8
|
54
|
26
|
12
|
|
NAME:_________trends__________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Environment
|
13
|
18
|
31
|
3
|
|
%age
|
20
|
28
|
48
|
5
|
|
NAME:_trends__________________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Customer satisfaction
|
19
|
23
|
56
|
9
|
|
%age
|
29
|
35
|
86
|
14
|
|
NAME:____trends_______________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Time consumption factor
|
39
|
16
|
7
|
3
|
|
%age
|
60
|
25
|
11
|
5
|
21.
Rank the features of a boutique
according to the importance you give to them?
|
NAME:____Rangoli_______________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Quality
|
7
|
3
|
4
|
0
|
|
%age
|
50
|
21
|
29
|
0
|
|
NAME:___Rangoli___________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Comfort
|
2
|
5
|
4
|
3
|
|
%age
|
14
|
36
|
29
|
21
|
|
NAME:___Rangoli_______________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Designs
|
2
|
9
|
1
|
2
|
|
%age
|
14
|
64
|
7
|
14
|
|
NAME:__rangoli_________________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Environment
|
5
|
3
|
4
|
2
|
|
%age
|
36
|
21
|
29
|
14
|
|
NAME:___________________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Customer satisfaction
|
3
|
2
|
9
|
0
|
|
%age
|
21
|
14
|
64
|
0
|
|
NAME:__rangoli_________________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Time consumption factor
|
8
|
3
|
2
|
1
|
|
%age
|
57
|
21
|
14
|
7
|
22.
Rank the features of a boutique
according to the importance you give to them?
|
NAME:___________________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Quality
|
3
|
15
|
4
|
1
|
|
%age
|
13
|
65
|
17
|
4
|
|
NAME:___________________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Comfort
|
5
|
2
|
13
|
3
|
|
%age
|
21
|
9
|
56
|
13
|
|
NAME:____rangoli_______________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Designs
|
1
|
16
|
2
|
4
|
|
%age
|
4
|
69
|
9
|
17
|
|
NAME:____rangoli_______________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Environment
|
17
|
2
|
4
|
0
|
|
%age
|
23
|
9
|
17
|
0
|
|
NAME:__rangoli_________________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Customer satisfaction
|
9
|
5
|
4
|
5
|
|
%age
|
39
|
21
|
17
|
21
|
|
NAME:__rangoli_________________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Time consumption factor
|
15
|
4
|
3
|
1
|
|
%age
|
65
|
17
|
13
|
4
|
23.
Rank the features of a boutique
according to the importance you give to them?
|
NAME:__Pehnava_________________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Quality
|
3
|
15
|
4
|
1
|
|
%age
|
13
|
65
|
17
|
4
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Comfort
|
5
|
2
|
13
|
3
|
|
%age
|
21
|
9
|
56
|
13
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Designs
|
1
|
16
|
2
|
4
|
|
%age4
|
4
|
69
|
9
|
17
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Environment
|
17
|
2
|
4
|
0
|
|
%age
|
73
|
9
|
17
|
0
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Customer satisfaction
|
9
|
5
|
4
|
5
|
|
%age
|
39
|
21
|
17
|
21
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Time consumption factor
|
15
|
4
|
3
|
1
|
|
%age
|
65
|
17
|
13
|
4
|
24.
Rank the features of a boutique
according to the importance you give to them?
|
NAME:____TeeJays_______________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Quality
|
3
|
16
|
19
|
3
|
|
%age
|
7
|
39
|
46
|
7
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Comfort
|
14
|
15
|
5
|
7
|
|
%age
|
34
|
36
|
12
|
17
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Designs
|
12
|
7
|
16
|
6
|
|
%age
|
29
|
17
|
39
|
15
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Environment
|
11
|
18
|
9
|
3
|
|
%age
|
27
|
44
|
22
|
7
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Customer
satisfaction
|
4
|
15
|
17
|
5
|
|
%age
|
10
|
36
|
41
|
12
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Time
consumption factor
|
7
|
13
|
13
|
8
|
|
%age
|
17
|
32
|
32
|
19
|
25.
Rank the features of a boutique
according to the importance you give to them?
|
NAME:___AusieMale________________________
|
||||
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Quality
|
1
|
2
|
1
|
1
|
|
%age
|
20
|
40
|
20
|
20
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Comfort
|
0
|
1
|
2
|
2
|
|
%age
|
0
|
20
|
40
|
40
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Designs
|
0
|
2
|
1
|
2
|
|
%age
|
0
|
40
|
20
|
40
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Environment
|
2
|
3
|
0
|
0
|
|
%age
|
40
|
60
|
0
|
0
|
|
Rank
|
Excellent
|
Good
|
Satisfactory
|
Poor
|
|
Customer
satisfaction
|
2
|
3
|
0
|
0
|
|
%age
|
40
|
60
|
0
|
0
|
|
Time consumption factor
|
1
|
1
|
1
|
2
|
|
%age
|
20
|
20
|
20
|
40
|
This mere research conducted by us
is to make the people aware of the fashion in Karachi. We had a lot of problems
while filling out the questionnaires as most of the people were quite orthodox
and were not ready to give out their ideas.
One major problem was that people
having some fashion sense didn’t go to the boutiques in Karachi, rather they
preferred going to Lahore or Karachi and Islamabad as well. The boutiques are
not given that much exposure or they are not marketed properly so as to gain
customer attention. The concept of designer clothes has not even been
introduced in Karachi and the reason is that the people are not even ready to
invite the thing called innovation.
http://www.fashion-pakistan.com/index23....
· Apnalahore.com
· Indusmart.com
· Deepakperwani.com
· Khaadi.biz
Posts
0 comments:
Post a Comment