Fashion Industry Stu

Outline: •Introduction •What is fashion , trends and Fad? •Quick glance at fashion back in time •Classification and various segments. *Men’s wear *Women’s wear *Bridal wear *Fashion shows *Jewelry •Global importance of fashion •The fashion pipeline •Linkages •Employment generation

•Changes in Fashion industry •Growth •The business of fashion •Inida V/s Pakistan •Opportunity in Fashion industry •Cultural Fashion of Pakistan •Fads and fashion in Pakistan •Fashion institutes •Pakistan Fashion schools •Pakistan fashion designers •Readymade garments •Challenges •Problems because of fashion industry •Problems of fashion industry

Introduction:

•Pakistan fashion industry has boomed and is continually striving to expand. With opening of institutes and fashion schools our industry has found new horizons with lots of new talent pouring in. •The Pakistan fashion industry, though embryonic in international terms, has grown by leaps and bounds in the last ten or twelve years. •The corporatisation of Pakistani designers is essential in expanding this vital industry and giving it structure. •Important factor is the regional crafts sector; whether one talks about handloom or embroideries, Pakistan is rich in crafts.

Fashion:

•Fashion is a term commonly used to describe a style of clothing worn by most of people of a country.

•A fashion usually remains popular for about 1-3 years and then is replaced by yet another fashion. Even though there are a lot of changes in fashion, most people do not easily except the changes.

•Musicians and other cultural icons have always influenced what we're wearing, but so have political figures and royalty.

Fad and Trends:

•A fad by definition is a short-term event, what some may call a 'flash in the pan'

•A trend, on the other hand, has the potential of becoming a long-term influence on the future of a market.

•A fad and a trend may resemble each other at first, but there is almost always a definite beginning and a definite end to a fad.

•The use of hot pink wall paint may be a fad, but the idea of using designer colors would be a trend

Quick glance at fashion back in TIME The Swinging 60's 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. The Political 70's 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 Materialistic 80's 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. Back To The East With 90's 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.

Pakistan Fashion: •Pakistan fashion scene has diverse fashion philosophy ranging from elite, sophisticated to preppy and urban . • A lot of fashion designers from Pakistan are now experimenting in Haute couture . • Designers claim to put special emphasis on design elements Line, Shape, Form, Texture, Pattern and Color. • Enlightened moderation introduces in recent years helped Pakistan. • Recently Pakistan fashion council has launched Pakistan fashion week that aims to showcase work of all designers and promises to take Pakistan fashion to new heights.

Men’s Wear • Pakistan’s fashion industry is also striving to make a mark in gents dress designing.

• Aijaz Aslam, Deepak Parwani, Ammar Belal and Muneeb Nawaz are a few well regarded names in fashion industry who are designing for men.

• Men’s collection includes Shalwar Kameez, Sherwani, and Kurtas as western suits.

• Many Pakistani designers have stores for men’s wear in all major cities of Pakistan and also has a flagship store in Dubai.

Women’s Wear • Latest style designers keep on updating their collections which include casual wear like Shalwar Kameez, Capris and western casual dresses as well as formal dresses like Lehnga, Choli, Sharara, Piswash and other bridal dresses.

• Women’s dress designers fuse eastern clothes like Shalwar Kameez with western design philosophy to create latest designs.

• Indian and Pakistani dresses include chunri, sussi, khaddi, kattan silk, georgette, chiffon, karandi, jamawar, banarsi and many more. Embroidery includes kundan, thread work, moti, sitara, stones, kora, dabka, tilla, panni,cut dana, sheesha and many more. churidar pajama, patiala shalwar, wedding lehnga, casual shalwar kameez, formal shalwar kameez and semi formal shalwar kameez.

Bridal Wear •

Bridal wear is the most important aspect of Pakistan's fashion scene owing to strong cultural and traditional wedding format. •Pakistan and Indian designers are known for their exquisite and elegant bridal ensembles. • A bridal dress is the major source of income for Pakistani and Indian fashion designers, and requires great detail and personal attention for each client.

•Pakistani and Indian bridal dresses include lehnga, choli, sharara, piswash, shalwar kameez and sherwani for groom. • Pakistani and Indian bridal and groom dresses are known for their fancy colors and embellishments rather then cuts and other design elements, dresses usually have sky high prices because of fine material and embellishment used over it. • Bridal and groom dresses by Pakistani designers like Bee Gee, Nilofer Shahid, HSY, Nomi Ansari and Amir Adnan.

Fashion Show •Pakistan fashion industry has realized the importance of planned fashion shows for promotion of fashion.

•Fashion shows attended by high profile celebrities and people from corporate sector have become regular on calendars.

•Fashion shows in Pakistan and India have become symbol of class and are given coverage by top fashion magazines and TV channels.

•In years past, fashion weeks in India and Pakistan were predominantly for "the trade only"; however, today they are entertainment and media events.

Jewelry: •Jewelry paired with your dress supplements your elegance giving you a more sophisticated look . • Pakistani and Indian jewelry designs are known for their stunning beauty with precious and semi precious stones engraved in them. • 22 karat Pakistani gold Jewelry and 22kt Indian gold Jewelry with cubic and Zirconia’s are most sought out designs •Fashionable ornaments, a la mode, ranging from gold, diamond, rubies, emeralds, silver, platinum jewelry and colored gold have become symbol of ritzy jewelry designs from Pakistan. •Gold is imported from Dubai and other countries which help in making jewelry in Pakistan.

Fashion in the Global market •Fashion in the global market today is a big business and a multibillion-dollar industry.

•It is a business that began with small entrepreneurs at the the turn of the century and today is a huge, many faceted business.

•It employs the greatly diversified skills and talents of people, absorbs a considerable portion of consumer spending and plays vital role in the country economy.

The fashion pipeline: •Component suppliers:Companies in this group provide the raw materials of fashion, such as fibers,fabrics,leathers and furs.Buttons,zippers,threads.

• Finished product suppliers: firms in this group manufacture finished goods of apparel and accessories.

• Retail distributors: This group includes all forms of retailing- stores, catalogs,television shopping,internet shopping and so on that provide link to get fashion products from the manufacturer to the customer.

LINKAGES Forward Linkages:

Backward linkages: •Leather industry

•Boutiques •Fashion shows

•Fiber Industry •Fur Industry •Thread Industry

•Photographers •Magazines

•Precious Stones Industry •Needle Industry •Textile Inudustry •Dying Industry •Zip Industry

Employment Generation • The development of an entire fashion supply chain through backward linkages with suppliers and textile mills and forward linkages with the retail and distribution network is estimated to create employment for a large number of youth in Pakistan.

• To see a full picture of fashion industry’s Contributions, we must add the employment in finance,transportation,advertising,utilities,and other essential services that devote part pf their efforts to the fashion industry.

• It soon becomes obvious that the industry has an astounding impact on our economy.

Changes in fashion industry •It changes time to time and season to season.

•Short jackets , sometimes gain at the expense of hip-length styles.

•Men’s ties may be getting wider or narrower.

•Women’s shoes may be getting clunkeir or more elegantly slim.

•Fabrics may from wrinkled to creaseless and so on.

Why fashion changes •Consumers as initiators.

• Psychological Reasons

• Rational Reasons

Growth •Three day world fashion festival in Pakistan took place in Lahore , April 20th by Kamber entertainments and fashion designers Salina and Wardah organized it.

• This was to promote Pakistani fashion industry in the international market as he was Dubaibased businessman.

• Nikki & Nina have launched their fabric line recently which is a line extension for the people who can not afford their outfits so they can take the fabric and make their own and give a look of Nikki & Nina.

The business of fashion •The term fashion business is generally understood as all companies and individual concerned with the design, production, and distribution of textile and apparel goods.

•Unlike industries such as tobacco, cement, automobile manufacturing, the fashion industries is not clearly defined as an entity.

•It is the complex of many different industries, not all of which appears at first glance.

India V/s Pakistan •Indians and Pakistanis have an interesting competitive psychology at play all the time.

•The fact that India has a remarkably active fashion council, has been a constant source of pain for Pakistani fashion designers.

•Pakistan is facing problems when India seems to have emerged with a fashion council almost effortlessly. •One reason could is that in Pakistan there is hardly any government patronage but then the FDCI is also a non-government body and is not funded by the Indian Government.

•The sense of camaraderie that is present in Indian industry is sadly missing in Pakistan industry.

•The Indian designers have figured out that their survival lay in sticking together and not in trying to out-do each other.

•Insecurities exist on both sides of the border but the Indians have been able to put theirs aside while Pakistanis are still stuck with fragile egos.

•The market for fashion is much smaller than in India.

•The economic conditions in Pakistan mean that very few have money to spend on designer outfits.

•With every change of government, the fashion industry feels threatened; last year Prime Minister Jamali almost ordered a blanket ban on fashion shows.

•Pakistani designers to concentrate on the international market as opposed to local buyers.

•The Designers attitude seems to be, no pain and all gain, are scared of marketing themselves abroad or establish outlets on foreign ground.

•Designers are unable to market themselves due to lake of marketing, merchandising and technical language.

Opportunity in fashion industry •Country is represented by the outcomes its industries produce. •A fashion industry also plays significant role in country's success because there lies the brilliant work of fashion designers, artists and also the revenue generated by exports of fashion accessories, products. •Pakistani fashion industry is not in its initial stages. •The fashion industry of Pakistan has advanced to higher levels in terms of achievements and contributions for Fashion in Pakistan. •Pakistani fashion industry is now making its expansion beyond borders with its rich in ideas, innovation and production. •Overseas investors who want to invest their money by opening fashion based boutiques, outlets or by setting industry for fashion based clothes manufacturing, are taking interest to know more about fashion industry of Pakistan. •Fashion designers, artists, models, stylist, fashion based business investment opportunities like boutiques, outlets, fashion labels and other occupations that are playing major role in providing employment opportunity for the success of Pakistani economy.

Cultural fashion of Pakistan •Pakistani fashion designs for dress, products, accessories are always oriented keeping in mind of aspects pertaining to Pakistani culture. •Pakistan never compromise fashion that tends to deviate from norms pertaining to culture of Pakistan which is fusion of south Asian & central Asian cultures. •Many cultural practices and designing have been inherited from Mughals. •Pakistani culture is also a form of eastern culture which is popular throughout the world. •Pakistani culture is not imposing negative impact on fashion but instead it is helping to let Pakistani fashion trends in their pure eastern & attractive form. •Several online fashion boutiques, labels and outlets registered to Fashion Pakistan are contributing to promote Pakistani culture by providing special discounts that are representing features closely tied to culture of Pakistan.

Fads and fashions in Pakistan •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. •The fashion business is one of the most imaginative and busiest activities in Pakistan. •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. •Fashion in Pakistan is not only restricted to the upper class but also willingly serve middle class and shopping lovers. •As the society is moving close to advancement, more attention is being paid to the manner of dress and lifestyle.

Fashion institutes •Fashion has really hit it's high mark in Pakistan with the opening of fashion design institutions. •Each year more designers are graduating, dreaming to make a change in the fashion industry. •Pakistan Institute of Fashion and Design seeks to produce graduates that are able to combine design capability with manufacturing dexterity. •To create products that are functional and aesthetically beautiful as well as giving students the necessary management and marketing skill. •To create brilliant designers, entrepreneurs and highly skilled youth to cope with the demand of the new millennium.

Pakistan fashion schools •Pakistan School of Fashion Design (PSFD) •Pakistan School of Fashion Marketing & Promotions •Pakistan School of Textile Design • Pakistan School of Accessories & Products •Asian institute of fashion designing •Textile institutes of Pakistan •Pakistan Readymade Garment Technical Training Institute (PRGTTI)

Fashion designers of Pakistan •Nomi Ansari

•SEEMA Boutique

•Ruby Shekel

•Fatama’s bridal

•Chic Wear

•Sonia’s Concepts

•Samar Mehdi Dress Designer

•Bpink

•Fashion apparelsYFDA

•maria. B

•Asifa and Nabeel

•Aijazz Aslam

•Resham Ghar

• Ahmad Bilal

• Karma (Kamiar Rokni and Maheen Ali)

• Hassan Sheheryar Yasin

•Hajra Hayat collection •Ahsan Hussain •Amir Adnan •Deepak Perwani •Marium Pasha

Readymade garment •Pakistan's garments industry has made a phenomenal progress in the last five years.

•According to International Trade Statistics Pakistan ranked 26th with exports of garments of $ 399 million in 1987 after Bangladesh

•The Garment Industry provides highest value addition in Textile Sector

•Recorded a healthy growth in exports (7.3%) as compare to last year (recent).

•Currency differentials between India (Pakistan’s traditional rival in this sector) and Pakistan as well as increased stress on quality control, played favorable for the country and diverted more orders towards.

Challenges •The corporatisation of Pakistani designers is essential in expanding this vital industry and giving it structure •People in Pakistan are not willing to accept the fashion industry, whenever they hear name of fashion, some negative thoughts comes in their mind. But still in the presence of such people growth of industry is very challenging, and Pakistan fashion industry is growing very rapidly.

Problems of Fashion Industry

•The fashion industry, so rich in ideas and design, lacks infrastructure

• One of the problem Pakistan is facing in this industry is that the designers are not educated and they do not have the marketing techniques and technical languages of designers.

Problems because of Fashion Industry •There are numerous dilemmas plaguing the modern fashion industry. •The aggressive advertising campaigns waged by numerous fashion companies, portraying beautiful, skinny models and muscle clad men, create this illusion that this is the perfect body type and everyone should strive to look exactly like this. •Another very prominent problem facing the fashion industry is the extreme body forms many of the models are portraying. • Youth is having some eating disorder And malnourishment.