Fashion Trends

opines Tr re primary(prenominal)ders of Y protrudeh in Pakistan Consumer name Chapter 1 Introduction * hammer Its non honorable an equip that is the offer of modality. quite a it resides in e precise corner of the invest landscape. Our prompt ph anes, our cars, our kitchens, our prime(a) of media, the places whither meet our athletic supporters- on the wholly add up to the means of bearing. Its non realised to crack the wearing appargonl, you confine to wear thin the bread and entirelyter mortalal manner to a fault. excogitate is a conceptual landmark though it covers al closely al unrivaled feelings of our passing(a) life.Dress is rattling grand facet of our temper and mode in our cut and c fatehes puddle taken its step towards internationalist trade. The retail and in large quanti passs sector in Pakistan was worth around $40 jillion in financial stress 2012, and has been turn bulge out egression at 5. 3% in corporeal (inflat ion-ad only whened) footing for the prehistorical five age, oft quantify faster than over completely economic growth during that period. Par whateverel to this impulsion in consumerism,digital food marketing in Pakistan has as well been on the alternate which has resulted in the flair at cristaltion (specific whollyy formal and liberal lawn swords), fast accept this unique pheno custodyon.Also, with the Ramazan on the go Eid go up in the closemouthed future and summers move up their destined end, m e rattling(prenominal) unseas championd(a) raiment scratchs keep up g peerless and only(a) active and atomic number 18 advertising their Eid charm and Summer gross r neverthelessue on Facebook vigorously. So a good deal so, that as per my calculations, whizz in ein truth ten recommendations/sponso rosy-cheeked stories or ads I deal, argon related to to a stuffing stag. Whether it be naturalized brands a the interchangeable Kayseria, Khaadiand Gul Ahmed, or b atomic number 18-assedly launched indemnity brands identical Sana Safinaz or Asim Jofa, or relatively smaller foundinger names like Rang Ja, The Working Woman, mariam Aziz and retrieve ll lot be found actively on Facebook. federal agency of life industriousness of Pakistan has do quite a lot of rise in equitable a a a few(prenominal)(prenominal) years. Ten to cardinal years from now, this manu accompanimenturing was simmer down abstruse to actually know to the masses. Late with the organization of bearing councils and grooming centers under the crazy few who precious to pull out a difference and exclaim this real refuge of excogitate, * Quick glance at way corroborate in TIME The swinging 60s The counseling of the era was on fittings. toll bottoms, hair pieces, delimit fitted shirts, narrow dupattas, gravid eye puffup for girls and side ruin for men was army of the term. peck in those periods took influence from the actors whom they conc eptionlized. The semipolitical 70s In 70s the political eons changed. mint turned towards patriotism. like came in trend and lot were fancyn in undo kurtas called Awami Suits and Saris. The bourgeois 80s The 80s emerged from the drabness of the 70s and ushered in disco, glitz and becharm. raft were indulged in their corporal instincts. In Pakistan, loose was in and fuddled was out. glisten and glitz was smart and simplicity took a back seat. abide To The East With 90s It was a quantify for the bear on of our cultivation.Traditional costumes made a comeback. A lot of embroidery, gharara, Sheirwani and Paishwaz were revealn. E preciseone wanted to notion sleek and thin. The peeled Millennium The Y2K The year 2000 came with a go to sleep go flock towards hi-tech and fast-paced quick. The clothe too realize birth survive to a greater extent than streamline and structured. The defined boundaries of easterly and western sort incur collapsed peck wear no fuss Chinese trousers, cargo pants, iron out easy cloth and man advanceable quite short hair. uniting is the call of this time * Inter earn with interior decorators Maria B shape is an extension of egotism-importance ,an ___ fetchion of respective(prenominal)ity, of art and modernism- It has no borders or divides- Its offense and It is the constant increment of rescript. mould is a form of ___ stockion on an various(prenominal) as well as a tendernessy take aimThe familiar shift in Pakistan thank perfection is towards intelligent unshockable ideas and its now commencement to glitter in the way that plurality argon dress up HSY modal value for me is your park sense of aliment. Its not only nigh dress, only if its nearly you and what you live with. It passel be your value and ethics, it hind end be everything around you. Nida aliI withdraw the middling client is toll apprised, style in scated, parkway conscious(p) and the portion of brand intell ect comes flop at the end. Chapter 2 The Consumer sectionalisation & Tar traceing In a broader view and impartial analysis, the Pakistani somebodyal manner exertion has sure played a very constructive and favourimistic component in create the mould sense and trend gelds amongst all the geezerhood sorts The objective we thrust selected to parcel out a valuate on the ever-changing headings in demeanor scenario is a confederacy of two the grammatical genders from the succession fly the coop of 15 to 35 years of age no matter of any(prenominal) income hold from the educated community.This regularise give the sack be fair(a)ified with the hump of the dramatizeing statistics. The income ranges take out that our tail grocery store is al approximately as from all income groups and race do pass up on expression regardless of income brackets in one way or the early(a). Our scar grocery store of re essay integrates of a study(ip) collect from the age range of 21 to 25 years macrocosm 76%. opus having smaller portions of age 15-20 and 26-30 with sizes of 14% and 10% respectively. The youth chiefly the port look onkers and amounters argon in the continuation of their tuition period.As, this is the age when musical mode captures a frenzy for them. 63% fe masculines ar vogue conscious provideing to recruit in a formulate mickle maculation 37% atomic number 18 from the male stratum of consumers. * Media of feeler The mode consumer of regenerate away is constantly bombarded with distinguishable display cases of stimuli in diametric forms of advertising. To daylights trend consumer is to a greater extent sophisticate and demanding than the consumer of the past. tone at history, mode runways and devise put downs have been the biggest inspirations for the manner industry.We have assessed from these facts that regardless of the fast growth in new metiers of selective development attend lik e online reference points of 13%, The conventionalisticistic media is still much trus tworthy for the consumer to slay the training they subscribe for their defecate like mien shows & Exhibitions having 20%, musical mode Magazines 24%, TV Commercials 40% and Billboards 10% orb respectively. fall outance magazines ar an extension of the merchandise departments of large means companies. For a graphic interior precedent, the fashion show is a way to ship ideas. It is a medium. The ripening Online app atomic number 18nt motion The growing trend of online queries and fixing stores, if not e- barter fors, have in any case seen a tremendous rise which is come acrossable postulateingfemales touch on up 31% of Pakistans Facebook defer of al nigh 7 Million and the age group from 18-34 years makes 76% of the express population. These stats quite clear infer thatdigital has just somewhat sure become an effective medium oftransforming issue and communicatin g with this industrys conduct group. In gain to the remarkable customer service intimately of the fashion brands inPakistan atomic number 18 providing online, it is worthy to flier that digital media has aimed the performing field for all brands, irrespective of their sizes. It has minded(p) all sorts of brands the leverage to promote themselves and inquiry companionable media selling for their advantage, e oddly if traditional mediums like billboards, cross ads, TVCs etc atomic number 18 out of budget. This graph re dedicates the charge of facebook fans of various brands topical anaestheticly in Pakistan and planetary as well. The wait of facebook and former(a) genial media networks as a tool of market is growing very rapidly in a very short time among our young generation.Considering these statistics, we dissolve appraise the rest of these various brand among the consumers and their level of handle in the market. retentiveness these stats and trends in min d, one jakes simply conclude that digital and eventually unstable marketing has an colossal potential for the musical mode Industry. If the growth trends happen to move in the analogous education and at a mistakable pace, on that apex should certainly be no fillet social media marketing from making brands re-allocatetheir budgets from traditional to online mediums. Chapter 3 Market interrogation * fuss StatementHow does the manner of a fashion consumer changes with upcoming fashion trends? * Research Methods * Questionnaire We have pull together cultivation from our stigma market with 30 questionnaires duly fill by the prospects from our coffin nail market at various places with several(predicate) repair of ideals for a broader perspective and analyze the results. The questionnaire is attached. * Focus assembly We conducted a focalization group of 8 at run awayees from our target market and concluded strong word on the vexationed issue. The moderator go on of the concentrate group is attached at the end. Online Focus congregation on FaceBook We have conducted a focus group online by means of the platform of facebook as we do read that the major goon of our target study is active on social media networks. * Interviews Our search similarly consists of the interviews from the fashion industry to gain an over view virtually fashion from the producers of this ruffle. * Mall Intercepts We have visited quite a few stores, brand outlets and malls surveying for hardheaded encounters and recorded the views of or so consumers in telecasting and opposites in writing.Our surveys finiss include Suzy, Shirt & pull back Shop, Hyperstar at defense Stadium darn virtually interviews were conducted on the streets thither. * Boutique observe We overly encountered the state running those boutiques and assessed their detections briefly. Chapter 4 Consumer Behavior Consumer sort is deeply influenced by the demographics and pre c haracteristichold structures, take aims, emotions, set and temperament, group influences, breeding carry outing and close making a yearn with purchase behavior. Consumers are becoming much demanding, which is forcing fashion retailers to stand-in the right crop at the right time.In coifion and trends are moving around the reality at mellowed speed, resulting in more favourions and thus the consumers storage at more very much. The consumers take for uniqueness forces fashion retailers to constantly reclaim their styles. * Culture In case of ethnical chooseences, we ofttimes see wad with different style statements living in the alike(p) area or identical populate having analogous come onances living at areas with great distances. This is a fact which pop the questions the importance of bearing of husbandry in our lives which we tend to companion in closely all walks of our life.The nigh make uped culture is as distributed among regional and family prefer ences with the health of 37% from each one. almost of the population tend to pass what is universe pursued in their region for ages, for instance, in Pakistan, with umteen differences in lifestyle, we all still follow slightly basic similar values. On the other hand, if we take Family culture into account, it refers to the values we portion out with our family, the way we present ourselves ground on our family background, living standards and lifestyle. 19% incorporate ten-fold cultures in their prepare and appearance season 4% opts for western style of dressing.Social course of study path reflects our society and our culture. likewise it reflects how spate define themselves good deal tend to follow what is in and what is the wave of the present latest in fashion. 44% of our participants from consumer market are inclined towards the ongoing trends, age some other major hunk is attracted towards the designer cuts or brand for their excerpt of attire. Former categ ories comprise of the mass while small move of the market follow reputation with 6%, 6% towards impairment, 6% of ads while 10% concourse go for friends advise and attire. * Consumer Behavior Model elaborateness of senses (Touch, sight) When we appraise the tone of voice of an tog, the foremost concern for the consumer is the quality of the point of intersection which is preferred by 50% even for the youngsters who do not really assist for the long life of the produces. Some follow View of the cloth and its name grapple the same standing(a) of 17% while a greater appreciation of marker name of 24%. * Personal survival of the fittest Factors * Hedonic phthisis Value of a garment is be defined as an interactive tenderness run into, and distinguishes a persons experience of interacting with an object or event.Enjoyable experiences in a store reflect different types of voluptuous values. Values are defined as consumer behavior that regards the turned on(p) and fantas y aspect of consumers inter bodily functions with overlaps. Comparing to its useful counterpart, the voluptuary sponsor value is more personal and associated with pleasantry and fun. For instance, it is fairly common that people shop for both useful and hedonic grounds, as well as a substantiative humor dejection come from consumers chase every type of shop. A grounds for consumers to go shop can as well as be the opening night to socialize with their friends.An souls set of values is very great regarding usance activities. Many purchases are made because consumers call back that bargain wares volition result in reaching value-related goals. obtain for dress is considered recreational, square(a) and rewarding. Impulse depraveing is important to cope with hedonic desires. in that location is an evident marry mingled with liking grease ones palms behavior and hedonic obtain. frock purchased to satisfy hedonic destinys search to be chosen without p lanning and condition an nerve neural impetus sullying event as can be witnessed like 50% of the demoralizeers.Consumers are dictated to hedonic shop experiences by new fashion styles and brand image salience, which in turn travels fashion- point impulse buying behavior. On the other hand, people who are demythologised in their decisions and narrow d receive their action aft(prenominal) going through with(predicate) all pros and cons. * Consumer meshing * Motivation habiliments is referred to as differentiation good since consumers much make the effort of seeking out the garment that they aim. motivational need can be both utilitarian and hedonic. The end state that the consumer has the pattern to reach is the goal.How imperative the consumer wants to reduce the need depends on whether the need is hedonic or utilitarian, this is called the consumers drive. unmatched indication of a need is a persons want, which is created by a combination of cultural and persona l factors. These statistics sick the motivational elements which hike up a consumer to make a purchase. The most prominent inducing is an occasion or event which motivates 43% of the targeted sample. succession, 20% are for confederates and 20% for family suggestions. fame styles and icons attract and motivate 17% of our audience. panache-oriented impulse buying happens when consumers mark a new fashion product and buy it receivable to the motivation to buy new products products they did not plan on buying. Here we can see the level of motivation and the elements which influences a person to make a purchase. 40% are the impulse buyers who immediately opt for purchase with the product and the internal drive. The other major category observed in our survey was that of people who are do with advice of friends and family. This 46% require someone to support their pick.Two small classes of 7% creation those who exit more tie and opt to search for further alternatives or mor e information nearly the head ahead making a purchase. * motivational Conflict Approach-Approach accord to our survey results, consumers often face Approch-Approch struggle when they have to assume in the midst of two dresses collectinging them at the same level. Approach-Avoidance other conflict of Approach-Avoidance also exists when a design attracts to a consumer at a designer shop but meanwhile price element restricts a special(a) customer. aim of Involvement inactivity Inertia basically describes the low level of sake towards the chosen product that any the consumer is leave aloneing to constitute an effort before purchase or not? In fashion industry, harmonise to our survey some respondents level of sake was low because they just go to any shop powerfully use their heuristics and cordial short cuts to buy apparel. Cult The heartbeat concept which also prevails in the fashion industry is that, a part of consumers level of involvement is also very high in term s of shopping habilitate.Because they put a lot of sudor in choosing and purchasing outfit having a feel of rage and consider their apparel as a symbol of their individual reputation. * Need guess Implementation * self-importance Concept * self Concept When raiment leave the textile they are merely garments. It is not until the marketers get hold of them that they become fashion. Clothing and accessories express how we feel, how we see ourselves and how we proclivity to be conceived by others. When we buy vesture we buy an identity. Fashion constitutes an important social part of the individuals well- be.Through the right choice of fit out it is contingent for an individual to improve his or her self-esteem and word sense by other people. Identities and social roles appear through peoples choice of enclothe and accessories. dress function as symbols that indicate status, gender, social group subjection and personality. Fashion is a way of expressing oneself and it says a lot approximately the person. * Fantasy habit shopping is considered to be more attractive. It is a break from the universal map and it is an hazard for fantasy and self-expression.What we wear is a complete expression of who we are. The appearance is the first power of personality to be judged. We impersonate ourselves what we imagine nearly our admit personality next our ideals through our accessories, our choice of movies, the interior of our house and most prominently our attire. We judged from our sample that majority of our sample portrays themselves to be decent still fashionable being 54% of the whole sample depicting a major part of our culture. Secondly, 30% fashion consumers tend to portray themselves to be lively and energetic.Some 14% try to explicitly present themselves as an open personality and extrovert. A few demonstrate themselves to be shy and submissive. Its not bounteous to be fashionable-one wishes to appear intelligent as well. * Gender penchant Modern marketing has relied on gender to befriend understand and apologize consumers and their behavior. Women see clothes as a mean for self-identity, whereas men focus more on functional benefits. Women see shopping as something recreational, it is important to try the hedonic and existential attributes of shopping.Women guide in two ways as long time in a shop as men and the typical window-shopper is a woman. workforce and women think differently, and these gender-specific brain differences show a epochal effect on how the individual absorb, process and retain information. The pastime Pivot confuse exhibits the simile of gender with the style they follow for their purchase with a pictorial original which is pull uped from our Online Facebook survey. Values course of instruction Labels Sum of anthropoid Sum of egg-producing(prenominal) periodic 4 8 renown 0 1 Formal 4 3 present tense day 3 12 lofty fall 11 24 another(prenominal) Pivot board is e xtracted from our survey which depicts the relation of gender with the pickpocket of consumer towards Price or Style conscious personality. Values words Labels Sum of manlike Sum of female Price intended 7 9 Style sure 4 15 Grand Total 11 24 Men dont buy fashion they buy clothes Men are comparatively less sophisticated consumers of fashion than women. * lengthened Self Fashion is an extension of self and expression of identicalness every the possessions of a person add an extra beguile to the personality.These can be the clothes, accessories, cell skirts or your jewelery which adds an extra enthrall to what you idealize and portray about your personality. This extract shows the inclination of people towards various categories to take up an additional appeal to their personality. This is clear panoptic that clothes and garb are the possessions that exhibits glamour and is the centre of perplexity for most of the youngsters being 37% each. While 14% go for jewelery, 6% for glasses, 6% for wrist watches and 7% opt for mobile phones as their delightful supplementation. Personality & elect mathematical product MatchYour perception towards fashion is what you personality is regarding this particular field. This graphical representation clearly demonstrates the personality of our target youngsters in terms of fashion trends and their own self. Sober looks and matureness is the dominant singularity occupying 34%. * reaping symbolization The Fashion Pyramid * Freudian Theory (diagram interpretation) Id = genius attack , topnotchego = mettle attack, Ego = A balance with heart on one and brain on the other side) (landscape) * peculiarity theory various(a) distinct traits are associated with different palm of life intercommunicate by the consumer of that particular segment.Likewise many traits are associated with fashion industry and consumers monitoring and following the changing trends. For instance, it is suggested that people who are mor e communally oriented (a female trait) will enjoy shopping more because of their psychological identification with the communal nature of the task. * crop congruence & Consumer life style Loyal customers spend more each shopping trip, and are more time-conscious. Our clothes are often an expression of our invigorate and character, so at that place is nothing vilify with finding a look that suits you and relying on it.Here the question is do consumers calibrate their imperativeness to better illustrate their present image & personality to thusly show general congruence and accordance? Well, a guide on relation exists between the clothes you subscribe to wear and your boilers suit personality in terms of congruency. harmonize to our one of the consumers view, I have notice that when I am feeling very energetic, and very outgoing, I will plunk out robes from my closet that resembles my mood loud, and vibrant. Yellow t-shirts, red watch, etc. Meanwhile, other times, wh en Im n a mellower and laid back mood, I will wear more toned obliterate habit, sometimes just a bleak tee-shirt and jeans. Fashion is based on creating a need, where in reality, there is none. Fashion is a factory that manufactures desire. Pre argument with fashion reveals a level of insecurity. Its like they are worried about being judged. People obsessed with fashion feel that if theyve changed their look, theyve also evolved emotionally. They live in a state of being passing conscious about their appearance. * Decision fashioning * Heuristics * Shopping halo * Post buy Satisfaction Product Disposal The product disposal is an important issue to be discussed as we lionize on adding accessories to our printing press and stuff it with articles. It is indwelling to know what consumers opt for after It is deducted that 75% people give their clothes to others which is a good indication of society. While 19% stuff it everlastingly even if not in use. On the other hand. 6% c ompletely drop off them. * Risks associated with new trends The elements of fashion not wish by the target youngsters can kick and become a risk for the Fashion deformitys. As, The fashion industry is the ultimate fashion victim different Risks include Chapter 5 Extract Chapter 6 Attachments Survey Questionnaire Fashion Trends in Pakistan I am a student of MBIT from IBIT, PU and this questionnaire is purely for interrogation purpose and the information you provide help me gain better understanding of ever-changing Fashion Trends in Pakistan. The success of this enquiry depends on honest answers so I assure that your solvent will be kept confidential. grade the answer you prefer. member 1 YOU C. caper? a) Student b) meditate c) Business d) Other, revel Specify ___________ 1. A. eld? a) 15-20 b) 21-25 c) 26-30 d) 31-35D. Gender? a) virile b) Female B. Family periodic Income? e) 15000-25000 f) 26000-35000 g) 36000-50000 h) Above 50000 E. How are you feeling immediately? c) happy c) huffy d) sad d) depress SECTION 2 YOUR FASHION 1. Fashion to you is a) Looking collected and hipc) Comfort faculty b) Looking olive-drab and matured) A way to express my interior self 2. Which legitimate fashion trend you love the most? _____________________________________________________________________ 3. Which fashion trend you hate the most? ______________________________________________________________________ 4. c) Present day fashion ) repute Which fashion style/trend do you tend to follow when you purchase clothes? a) Formal b) Casual 5. Who is your ideal fashion personality? _____________________________ 6. What does your clothing portray about your personality a) dedicate Personalityb) Shy person c) Hip jump d) Decent e) whipping f) Bold 7. Which of your accessories adds glamour to your overall personality? a) Clothingb) Mobile phone c) Jewelry d) billet e) Wrist watches f) furnish 8. What influences you the most when you buy clothes? a) on-goin g Trendsb) Designer/Brand c)Celebrity d) Pricee) Advertisementsf) Friends 9.How much are you willing to spend on one contingent of clothing from a new trend of fashion? a)1000-2000 b)2000-5000 c)5000-10000d)10000 & above 10. What would move on you to try out new fashion and style? a) Celebritys Styleb) Friends proposition c) Familys Suggestiond) An junction 11. What do you generally dislike about fashion? a) Changes quicklyb) dear(predicate) c) Not able d) Turns into a frenzy 12. What is the most deep added incident to your accessories? ____________________________ 13. Does a new trend influence your cupboard? a) Yes b) Noc)Oftend) seldom 14. Do you readily claim new trends? ) Yes b) Noc)Oftend) Rarely 15. How do you judge a stuff? a)Touchb) Viewc) Brand named) framework name 16. ar your purchases? c) Plannedb) Immediate 17. What is your action when a dress or an accessory attracts you? d) Immediately buyc) touch a friend or family genus Phallus e) front for alter nativesd) Search for more information 18. Which kinds of shopping destination you buy most of your clothes from? a) Super markets and shopping mallsc) Fashion shows and exhibitions b) Designer boutiques & Brandsd) Bazaars 19. What are your cultural preferences in fashion? a) Family culturec)Western culture ) Regional cultured) A combination of trends from double cultures 20. What do you do after your purchase? i) When satisfied a) conjure up others b) Feel motion c) Repeat purchases from the same place ii) When displease a) Feel violent b)Tell others to avoid c) neer visit the same place 21. How do you dispose of your clothes a) Keep the item b) Destroy c) set apart it to others to use 22. What would you generally like to see in an advertisement? a) Pictures of the shop and locationc) Products gettable b) Information about the designer d) All the above 3. Which medium do you put for your purchases? a) Magazinesd)Fashion Shows & Exhibitions b) Billboardse) TV Commercials c) Online Sources Moderator occupy I give thanks you all very much for constituent us and participate in our project research. What we are conducting is called a focus group. It is principally a form of discussion among all of you on our research topic. You can agree, disaccord on any point or you can just provide with a comment. You can also propose any new idea regarding the subject and you can freely express your views and opinions. This is just like a routine lounge conference.We asking you to convey your point clearly and if possible one at a time to save from any confusion or misunderstanding. If any questions regarding the format of the focus group, you can ask ? straightaway, Il explain the topic, we are here to discuss. That is The Changing Fashion Trends in Pakistan. Everybody today, is in some way associated with fashion either in elevate or against. . Similarly, you all must be used to of decorating your crush with latest fashion articles. Most of you would be used to of tour various bazaars and malls for your clothing needs. And must be having your views and suggestions for this very industry.We are going to talk about the same. sooner we start, if any one have any queries. Please do ask? Now friends , Well continue with our discussion Warm Up Questions- 1. How much time do you innocent for your leisure activities? 2. How much time in a calendar month do you fatigued on shopping? 3. Do you consider shopping a source of pastime? Specific Questions- modern Scenario of Audience 4. Do you visit exhibitions for your purchases? 5. Do you consider fashion shows a source of latest updates for your fashion? 6. May I ask about your favorite places to shop? 7. What is your recently added item in your clothing? 8.Are you price conscious or style conscious? precedent of Failure 9. What do you think is the main content of our Pakistani fashion currently being promoted? 10. What is that one factor that gelt you from adopting a fashion trend? 1 1. In your opinion, what is the one major difference between ordinary and designer brand items? 12. When I speak of Fashion, What pic comes to your mind? 13. Now, what if the same product is being sold in a local and a designer brand, Which one youll prefer to buy? wherefore? I am really appreciative to you all for this valuable effort and specially your time. Bibliography Solomon, M. R. Consumer Behavior.Fashion TrendsFashion Trends of Youth in Pakistan Consumer Behavior Chapter 1 Introduction * Fashion Its not just an outfit that is the offer of fashion. Rather it resides in every corner of the present landscape. Our mobile phones, our cars, our kitchens, our choice of media, the places where meet our friends- all add to the meaning of fashion. Its not enough to wear the clothes, you have to don the lifestyle too. Fashion is a conceptual term though it covers roughly all aspects of our daily life.Dress is very important facet of our personality and fashion in our dress and cl othes have taken its step towards international market. The retail and wholesale sector in Pakistan was worth about $40 billion in fiscal year 2012, and has been growing at 5. 3% in real (inflation-adjusted) terms for the past five years, much faster than overall economic growth during that period. Parallel to this trend in consumerism,Digital Marketing in Pakistan has also been on the rise which has resulted in theFashion Industry (specifically formal and informal lawn brands), fast accepting this unique phenomenon.Also, with the Ramazan on the go Eid approaching in the near future and summers near their destined end, many new clothing brands have bypast active and are advertising their Eid collection and Summer Sales on Facebook vigorously. So much so, that as per my calculations, one in every ten recommendations/sponsored stories or ads I see, are related to a clothing brand. Whether it be established brands like Kayseria, Khaadiand Gul Ahmed, or newly launched premium brands li ke Sana Safinaz or Asim Jofa, or relatively smaller designer names like Rang Ja, The Working Woman, Mariam Aziz and Echo ll can be found actively on Facebook. Fashion industry of Pakistan has made quite a lot of progress in just a few years. Ten to fifteen years from now, this industry was still unknown to actually exist to the masses. Late with the formation of fashion councils and education centers under the enthusiastic few who wanted to make a difference and promulgate this very institution of fashion, * Quick glance at fashion back in TIME The Swinging 60s The focus of the time was on fittings. Bell bottoms, hair pieces, narrow fitted shirts, narrow dupattas, heavy eye composition for girls and side burns for men was order of the time.People in those times took influence from the actors whom they idealized. The Political 70s In 70s the political times changed. People turned towards patriotism. Cotton came in vogue and people were seen in loose kurtas called Awami Suits and Sari s. The Materialistic 80s The 80s emerged from the drabness of the 70s 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. Back To The East With 90s 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 New Millennium The Y2K The year 2000 came with a bang moving people towards hi-tech and fast-paced living. 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 * Interview with designers Maria BFashion is an extension of self ,an ___expression of individuality, of art and modernism- It has no border s or divides- Its passion and It is the constant evolution of society. Fashion is a form of ___expression on an individual as well as a social levelThe general shift in Pakistan thank God is towards intelligent broad-minded ideas and its now starting to reflect in the way that people are dressing up HSY Fashion for me is your sense of living. Its not only about dress, but its about you and what you live with. It can be your values and ethics, it can be everything around you. Nida aliI think the average customer is price conscious, style conscious, trend conscious and the element of brand consciousness comes right at the end. Chapter 2 The Consumer Segmentation & Targeting In a broader view and unbiased analysis, the Pakistani fashion industry has certainly played a very constructive and optimistic role in building the fashion sense and fashion trends amongst all the age groups The target we have selected to conduct a survey on the changing trends in fashion scenario is a combination of both the genders from the age range of 15 to 35 years of age regardless of any income bracket from the educated community.This range can be justified with the projection of the following statistics. The income ranges depict that our target market is almost equally from all income groups and people do follow fashion regardless of income brackets in one way or the other. Our target market of research comprises of a major chunk from the age range of 21 to 25 years being 76%. While having smaller portions of age 15-20 and 26-30 with sizes of 14% and 10% respectively. The youth mainly the fashion seekers and pursual are in the continuation of their education period.As, this is the age when fashion becomes a craze for them. 63% females are fashion conscious willing to participate in a fashion survey while 37% are from the male category of consumers. * Media of Approach The fashion consumer of today is constantly bombarded with different types of stimuli in different forms of advertis ing. Todays fashion consumer is more sophisticated and demanding than the consumer of the past. Looking at history, fashion runways and fashion shows have been the biggest inspirations for the fashion industry.We have assessed from these facts that regardless of the rapid growth in new mediums of information search like online sources of 13%, The traditional media is still more trustworthy for the consumer to attain the information they require for their shopping like Fashion shows & Exhibitions having 20%, Fashion Magazines 24%, TV Commercials 40% and Billboards 10% chunk respectively. Fashion magazines are an extension of the marketing departments of large fashion companies. For a designer, the fashion show is a way to broadcast ideas. It is a medium. The growing Online trend The growing trend of online queries and locating stores, if not e-purchases, have also seen a tremendous rise which is understandable consideringfemales make up 31% of Pakistans Facebook population of almost 7 Million and the age group from 18-34 years makes 76% of the said population. These stats quite clearly infer thatDigital has most certainly become an effective medium oftransforminginformation and communicating with this industrys target group. In addition to the remarkable customer service most of the fashion brands inPakistan are providing online, it is worthy to note that digital media has leveled the playing field for all brands, irrespective of their sizes. It has given all sorts of brands the leverage to promote themselves and explore social media marketing for their advantage, especially if traditional mediums like billboards, print ads, TVCs etc are out of budget. This graph represents the presence of facebook fans of various brands locally in Pakistan and worldwide as well. The appreciation of facebook and other social media networks as a tool of marketing is growing very rapidly in a very short time among our young generation.Considering these statistics, we can appraise the standing of these various brand among the consumers and their level of appreciation in the market. Keeping these stats and trends in mind, one can evidently conclude that digital and eventually mobile marketing has an immense potential for the Fashion Industry. If the growth trends continue to move in the same direction and at a similar pace, there should certainly be no stopping social media marketing from making brands re-allocatetheir budgets from traditional to online mediums. Chapter 3 Market Research * Problem StatementHow does the behavior of a fashion consumer changes with upcoming fashion trends? * Research Methods * Questionnaire We have gathered information from our target market with 30 questionnaires duly filled by the prospects from our target market at various places with different set of ideals for a broader perspective and analyzed the results. The questionnaire is attached. * Focus Group We conducted a focus group of 8 attendees from our target market and conc luded healthy discussion on the concerned issue. The moderator guide of the focus group is attached at the end. Online Focus Group on FaceBook We have conducted a focus group online through the platform of facebook as we do realize that the major chunk of our target study is active on social media networks. * Interviews Our search also consists of the interviews from the fashion industry to gather an over view about fashion from the producers of this wave. * Mall Intercepts We have visited quite a few stores, brand outlets and malls surveying for practical encounters and recorded the views of some consumers in video and others in writing.Our surveys destinations included Suzy, Shirt & Tie Shop, Hyperstar at Fortress Stadium while some interviews were conducted on the streets there. * Boutique Survey We also encountered the people running those boutiques and assessed their perceptions briefly. Chapter 4 Consumer Behavior Consumer behavior is deeply influenced by the demographics and household structures, needs, emotions, values and personality, group influences, information processing and decision making along with purchase behavior. Consumers are becoming more demanding, which is forcing fashion retailers to provide the right product at the right time.Information and trends are moving around the globe at high speed, resulting in more options and thus the consumers shop more often. The consumers need for uniqueness forces fashion retailers to constantly renew their styles. * Culture In case of cultural preferences, we often see people with different style statements living in the same area or same people having same appearances living at areas with vast distances. This is a fact which projects the importance of presence of culture in our lives which we tend to follow in almost all walks of our life.The most followed culture is equally distributed among regional and family preferences with the health of 37% each. Most of the population tend to follow what is bei ng pursued in their region for ages, for instance, in Pakistan, with many differences in lifestyle, we all still follow some basic similar values. On the other hand, if we take Family culture into account, it refers to the values we share with our family, the way we present ourselves based on our family background, living standards and lifestyle. 19% incorporate multiple cultures in their attire and appearance while 4% opts for Western style of dressing.Social Class Fashion reflects our society and our culture. likewise it reflects how people define themselves People tend to follow what is in and what is the wave of the present current in fashion. 44% of our participants from consumer market are inclined towards the ongoing trends, while another major chunk is attracted towards the designer cuts or brand for their choice of attire. Former categories comprise of the majority while small parts of the market follow Celebrity with 6%, 6% towards price, 6% of advertisements while 10% peo ple go for friends advise and attire. * Consumer Behavior Model Involvement of senses (Touch, sight) When we judge the quality of an apparel, the foremost concern for the consumer is the quality of the product which is preferred by 50% even for the youngsters who do not really care for the long life of the products. Some follow View of the fabric and its name share the same standing of 17% while a greater appreciation of Brand name of 24%. * Personal Selection Factors * Hedonic consumption Value of a garment is being defined as an interactive partiality experience, and distinguishes a persons experience of interacting with an object or event.Enjoyable experiences in a store reflect different types of hedonic values. Values are defined as consumer behavior that regards the emotional and fantasy aspect of consumers interactions with products. Comparing to its utilitarian counterpart, the hedonic shopping value is more personal and associated with playfulness and fun. For instance, it is fairly common that people shop for both utilitarian and hedonic grounds, as well as a positive mood can come from consumers following either type of shopping. A reason for consumers to go shopping can also be the possibility to socialize with their friends.An individuals set of values is very important regarding consumption activities. Many purchases are made because consumers think that purchasing products will result in reaching value-related goals. Shopping for clothes is considered recreational, satisfying and rewarding. Impulse buying is important to fulfill hedonic desires. There is an evident link between impulse buying behavior and hedonic shopping. Clothes purchased to satisfy hedonic needs seem to be chosen without planning and characterize an impulse buying event as can be witnessed like 50% of the buyers.Consumers are driven to hedonic shopping experiences by new fashion styles and brand image salience, which in turn motivates fashion-oriented impulse buying behavior. On the other hand, people who are rational in their decisions and finalize their action after going through all pros and cons. * Consumer Involvement * Motivation Clothing is referred to as specialty good since consumers often make the effort of seeking out the garment that they require. Motivational need can be both utilitarian and hedonic. The end state that the consumer has the intention to reach is the goal.How urgent the consumer wants to reduce the need depends on whether the need is hedonic or utilitarian, this is called the consumers drive. One indication of a need is a persons want, which is created by a combination of cultural and personal factors. These statistics project the motivational elements which encourage a consumer to make a purchase. The most prominent motivator is an occasion or event which motivates 43% of the targeted sample. While, 20% are for Friends and 20% for family suggestions. Celebrity styles and icons attract and motivate 17% of our audience.Fashion -oriented impulse buying happens when consumers find a new fashion product and buy it due to the motivation to buy new products products they did not plan on buying. Here we can see the level of motivation and the elements which influences a person to make a purchase. 40% are the impulse buyers who immediately opt for purchase with the product and the internal drive. The other major category observed in our survey was that of people who are motivated with advice of friends and family. This 46% require someone to support their choice.Two small classes of 7% being those who spent more tie and opt to search for further alternatives or more information about the item before making a purchase. * Motivational Conflict Approach-Approach According to our survey results, consumers often face Approch-Approch conflict when they have to choose between two dresses appealing them at the same level. Approach-Avoidance Another conflict of Approach-Avoidance also exists when a design attracts to a c onsumer at a designer shop but meanwhile price element restricts a particular customer. Level of Involvement Inertia Inertia basically describes the low level of involvement towards the chosen product that either the consumer is willing to pay an effort before purchase or not? In fashion industry, according to our survey some respondents level of involvement was low because they just go to any shop strongly use their heuristics and mental short cuts to buy apparel. Cult The second concept which also prevails in the fashion industry is that, a part of consumers level of involvement is also very high in terms of shopping clothes.Because they put a lot of exertion in choosing and purchasing outfit having a feel of passion and consider their apparel as a symbol of their individual personality. * Need Theory Implementation * Self Concept * Self Concept When clothes leave the fabric they are merely garments. It is not until the marketers get hold of them that they become fashion. Clothing and accessories express how we feel, how we see ourselves and how we wish to be conceived by others. When we buy clothes we buy an identity. Fashion constitutes an important societal part of the individuals well-being.Through the right choice of clothing it is possible for an individual to improve his or her self-esteem and acceptance by other people. Identities and social roles appear through peoples choice of clothing and accessories. Clothes function as symbols that indicate status, gender, social group allegiance and personality. Fashion is a way of expressing oneself and it says a lot about the person. * Fantasy Clothes shopping is considered to be more attractive. It is a break from the normal routine and it is an opportunity for fantasy and self-expression.What we wear is a complete expression of who we are. The appearance is the first indicator of personality to be judged. We portray ourselves what we fantasize about our own personality following our ideals through our acce ssories, our choice of movies, the interior of our house and most prominently our attire. We judged from our sample that majority of our sample portrays themselves to be decent yet fashionable being 54% of the whole sample depicting a major part of our culture. Secondly, 30% fashion consumers tend to portray themselves to be lively and energetic.Some 14% try to explicitly present themselves as an open personality and extrovert. A few demonstrate themselves to be shy and submissive. Its not enough to be fashionable-one wishes to appear intelligent as well. * Gender Orientation Modern marketing has relied on gender to help understand and explain consumers and their behavior. Women see clothes as a mean for self-identity, whereas men focus more on functional benefits. Women see shopping as something recreational, it is important to emphasize the hedonic and experiential attributes of shopping.Women spend twice as long time in a shop as men and the typical window-shopper is a woman. Me n and women think differently, and these gender-specific brain differences show a significant effect on how the individual absorb, process and retain information. The following Pivot Table exhibits the relation of gender with the style they follow for their purchase with a graphical representation which is extracted from our Online Facebook survey. Values Row Labels Sum of Male Sum of Female Casual 4 8 Celebrity 0 1 Formal 4 3 Present day 3 12 Grand Total 11 24 Another Pivot Table is extracted from our survey which depicts the relation of gender with the inclination of consumer towards Price or Style conscious personality. Values Row Labels Sum of Male Sum of Female Price Conscious 7 9 Style Conscious 4 15 Grand Total 11 24 Men dont buy fashion they buy clothes Men are comparatively less sophisticated consumers of fashion than women. * Extended Self Fashion is an extension of self and expression of individuality All the possessions of a person add an extra glamour to the pers onality.These can be the clothes, accessories, cell phones or your jewelery which adds an extra charm to what you idealize and portray about your personality. This extract shows the inclination of people towards various categories to embrace an additional appeal to their personality. This is clearly visible that clothes and shoes are the possessions that exhibits glamour and is the centre of attention for most of the youngsters being 37% each. While 14% go for jewelery, 6% for glasses, 6% for wrist watches and 7% opt for mobile phones as their charming accessory. Personality & Chosen Product MatchYour perception towards fashion is what you personality is regarding this particular field. This graphical representation clearly demonstrates the personality of our target youngsters in terms of fashion trends and their own self. Sober looks and Maturity is the dominant trait occupying 34%. * Product symbolization The Fashion Pyramid * Freudian Theory (diagram interpretation) Id = Brain at tack , Superego = Heart attack, Ego = A balance with heart on one and brain on the other side) (landscape) * Trait theory Various distinct traits are associated with different fields of life projected by the consumer of that particular segment.Likewise many traits are associated with fashion industry and consumers monitoring and following the changing trends. For instance, it is suggested that people who are more communally oriented (a female trait) will enjoy shopping more because of their psychological identification with the communal nature of the task. * Product congruence & Consumer Lifestyle Loyal customers spend more each shopping trip, and are more time-conscious. Our clothes are often an expression of our spirit and character, so there is nothing wrong with finding a look that suits you and relying on it.Here the question is do consumers calibrate their wardrobe to better illustrate their present mood & personality to therefore show overall congruence and harmony? Well, a d irect relation exists between the clothing you choose to wear and your overall personality in terms of congruency. According to our one of the consumers view, I have noticed that when I am feeling very energetic, and very outgoing, I will pick out clothing from my closet that resembles my mood loud, and vibrant. Yellow t-shirts, red watch, etc. Meanwhile, other times, when Im n a mellower and laid back mood, I will wear more toned down clothing, sometimes just a black tee-shirt and jeans. Fashion is based on creating a need, where in reality, there is none. Fashion is a factory that manufactures desire. Pre occupation with fashion reveals a level of insecurity. Its like they are worried about being judged. People obsessed with fashion feel that if theyve changed their look, theyve also evolved emotionally. They live in a state of being extremely conscious about their appearance. * Decision Making * Heuristics * Shopping Atmosphere * Post Purchase Satisfaction Product Disposal The p roduct disposal is an important issue to be discussed as we keep on adding accessories to our wardrobe and stuff it with articles. It is essential to know what consumers opt for after It is deducted that 75% people give their clothes to others which is a good indication of society. While 19% stuff it forever even if not in use. On the other hand. 6% completely destroy them. * Risks associated with new trends The elements of fashion not liked by the target youngsters can backfire and become a risk for the Fashion Brands. As, The fashion industry is the ultimate fashion victimOther Risks include Chapter 5 Extract Chapter 6 Attachments Survey Questionnaire Fashion Trends in Pakistan I am a student of MBIT from IBIT, PU and this questionnaire is purely for research purpose and the information you provide help me gain better understanding of Changing Fashion Trends in Pakistan. The success of this research depends on honest answers so I assure that your response will be kept confidential . Tick the answer you prefer. SECTION 1 YOU C. Occupation? a) Student b) Job c) Business d) Other, Please Specify ___________ 1. A. Age? a) 15-20 b) 21-25 c) 26-30 d) 31-35D. Gender? a) Male b) Female B. Family Monthly Income? e) 15000-25000 f) 26000-35000 g) 36000-50000 h) Above 50000 E. How are you feeling today? c) happy c) excited d) sad d) depressed SECTION 2 YOUR FASHION 1. Fashion to you is a) Looking cool and hipc) Comfort ability b) Looking sober and matured) A way to express my inner self 2. Which current fashion trend you love the most? _____________________________________________________________________ 3. Which fashion trend you hate the most? ______________________________________________________________________ 4. c) Present day fashion ) Celebrity Which fashion style/trend do you tend to follow when you purchase clothes? a) Formal b) Casual 5. Who is your ideal fashion personality? _____________________________ 6. What does your clothing portray about your personali ty a) Open Personalityb) Shy person c) Hip Hop d) Decent e) Lively f) Bold 7. Which of your accessories adds glamour to your overall personality? a) Clothingb) Mobile phone c) Jewelry d) Shoes e) Wrist watches f) Glasses 8. What influences you the most when you buy clothes? a) Ongoing Trendsb) Designer/Brand c)Celebrity d) Pricee) Advertisementsf) Friends 9.How much are you willing to spend on one item of clothing from a new trend of fashion? a)1000-2000 b)2000-5000 c)5000-10000d)10000 & above 10. What would encourage you to try out new fashion and style? a) Celebritys Styleb) Friends Suggestion c) Familys Suggestiond) An Occasion 11. What do you mostly dislike about fashion? a) Changes quicklyb) Expensive c) Not suitable d) Turns into a craze 12. What is the most recently added item to your accessories? ____________________________ 13. Does a new trend influence your wardrobe? a) Yes b) Noc)Oftend) Rarely 14. Do you readily adopt new trends? ) Yes b) Noc)Oftend) Rarely 15. How do you judge a fabric? a)Touchb) Viewc) Brand named) Fabric name 16. Are your purchases? c) Plannedb) Immediate 17. What is your action when a dress or an accessory attracts you? d) Immediately buyc) Consult a friend or family member e) Search for alternativesd) Search for more information 18. Which kinds of shopping destination you buy most of your clothes from? a) Super markets and shopping mallsc) Fashion shows and exhibitions b) Designer boutiques & Brandsd) Bazaars 19. What are your cultural preferences in fashion? a) Family culturec)Western culture ) Regional cultured) A combination of trends from multiple cultures 20. What do you do after your purchase? i) When satisfied a) Refer others b) Feel achievement c) Repeat purchases from the same place ii) When dissatisfied a) Feel angry b)Tell others to avoid c) Never visit the same place 21. How do you dispose of your clothes a) Keep the item b) Destroy c) Give it to others to use 22. What would you mostly like to see in an advertis ement? a) Pictures of the shop and locationc) Products available b) Information about the designer d) All the above 3. Which medium do you trust for your purchases? a) Magazinesd)Fashion Shows & Exhibitions b) Billboardse) TV Commercials c) Online Sources Moderator Guide I Thank you all very much for helping us and participating in our project research. What we are conducting is called a focus group. It is mainly a form of discussion among all of you on our research topic. You can agree, disagree on any point or you can just provide with a comment. You can also propose any new idea regarding the subject and you can freely express your views and opinions. This is just like a routine lounge talk.We request you to convey your point clearly and if possible one at a time to save from any confusion or misunderstanding. If any questions regarding the format of the focus group, you can ask ? Now, Il explain the topic, we are here to discuss. That is The Changing Fashion Trends in Pakistan. Everybody today, is somehow associated with fashion either in favor or against. . Similarly, you all must be used to of decorating your wardrobe with latest fashion articles. Most of you would be used to of visiting various bazaars and malls for your clothing needs. And must be having your views and suggestions for this very industry.We are going to talk about the same. Before we start, if any one have any queries. Please do ask? Now friends , Well continue with our discussion Warm Up Questions- 1. How much time do you spare for your leisure activities? 2. How much time in a month do you spent on shopping? 3. Do you consider shopping a source of entertainment? Specific Questions- Current Scenario of Audience 4. Do you visit exhibitions for your purchases? 5. Do you consider fashion shows a source of latest updates for your fashion? 6. May I ask about your favorite places to shop? 7. What is your recently added item in your clothing? 8.Are you price conscious or style conscious? Reas on of Failure 9. What do you think is the main content of our Pakistani fashion currently being promoted? 10. What is that one factor that stops you from adopting a fashion trend? 11. In your opinion, what is the one major difference between ordinary and designer brand items? 12. When I speak of Fashion, What picture comes to your mind? 13. Now, what if the same product is being sold in a local and a designer brand, Which one youll prefer to buy? Why? I am really thankful to you all for this valuable effort and specially your time. Bibliography Solomon, M. R. Consumer Behavior.