Fashion Retail Therapy
There is a distinct ‘retail therapy’ being practiced by the modern fashion retail stores of Pakistan. The store aims to create an upscale, visually stimulating boutique environment that enhances the brand image by building customer loyalty. The fashion boutiques have developed unique ways of presenting attire combinations so that people can see the clothes as a complete outfit rather than just separate pieces of clothing. Stocks are displayed according to colour and style, not only to create visual harmony in the store but also to make it easier for buyers to customize their fashion looks.
All leading designers are delving into rebranding and relaunching their image through retail therapy. Visual merchandising and store display strategies are being followed to meet the global standards of fashion marketing. Mantra, Khaadi, Karma, Maheen and Rizwan among others, have focused on their retail outlets as an extensive branding strategy. The modified spaces to access fashion are providing a base to fashion industry development in Pakistan.