Fash­ion Re­tail Ther­apy

Enterprise - - Interview -

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.

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