Previous Editions
  • Celebrating the 147th Birth Anniversary of “Work, Work, and only Work, and reaping success” (1876 – 1948)
  • When retail says “I DO” to going digital: A marriage Made in PAKISTAN!

In Pakistan, the devil does not wear Prada for the reason that our local fashion brands have produced remarkable growth in recent times, and have earned domestic and worldwide recognition.

Pakistan’s fashion industry has a rich history rooted in traditional clothing and craftsmanship. In the middle of the 20th century, the emergence of small, regional clothing producers played a significant role in shaping the fashion arena. The fusion of traditional elements with modern styles has been a hallmark of many Pakistani designers and brands.

The pandemic acted as a catalyst, forcing traditional retailers to pivot quickly to online platforms or adopt hybrid models to survive. Many businesses incorporated omnichannel strategies, blending physical stores with online experiences to cater to changing customer preferences.

The evolution of e-commerce has reshaped consumer behaviour, offering a wide range of choices, and the ease of shopping from anywhere. The convenience factor—home delivery and easy returns—is definitely a game-changer for many shoppers. The shift towards e-commerce has also allowed brands to diversify their product offerings, implement efficient supply chain management, and innovate in terms of marketing strategies to stay competitive in the rapidly sprouting digital sphere.

It’s fascinating to see a variety of well-known brands such as Khaadi, Junaid Jamshed (J.), Alkaram studios , IDEAS by Gul Ahmed, ChenOne , Sana Safinas, Nishat Linen, Sapphire, Bonanza Satrangi, Ethnic by Outfitters, Elan, Maria.B, Limelight, Zellbury, Laam and Crossstitch playing a focal role in reshaping the industry through their innovative initiatives. They’ve dedicated themselves by smartly utilising the power of technology to revolutionise the traditional retail model, making fashion more accessible and convenient for consumers in Pakistan and beyond.

In the realm of cross-border e-commerce, Pakistan predominantly targets several key markets. For Pakistani fashion within the e-commerce sphere, the primary destinations include USA, UK, UAE, Canada, Australia, Europe, and Gulf countries. Despite Saudi Arabia and the UAE housing a significant number of overseas Pakistanis, the sales of fashion goods heavily hinge on factors such as the diaspora’s purchasing capability, currency exchange rates, and the customs policies enforced in each respective country.

In 2021, the global cross-border e-commerce trade was estimated to be about $784.6 billion and was expected to grow at a CAGR of 26.2% between 2022 & 2031 reaching $7.9 trillion by 2031 according to Pakistan Business Council.

Augmented Reality (AR) and Online Shopping: An instant language

The razzle- dazzle of the online shopping in Pakistan is experiencing a remarkable shift. Fashion and clothing brands setting new standards of style, quality, and innovation. Thanks to the incorporation of advanced technology like Augmented Reality (AR), there’s a significant progression underway.

Augmented Reality (AR) has revolutionised how Pakistani consumers interact with online products, offering immersive experiences that redefine the shopping journey. It enables virtual try-ons, allowing customers to visualise how clothes or accessories might look on them without actually trying them on. Outside just making things look cool, Pakistani brands are mixing in AR tools for customer service, letting people fix problems or get help with products right then and there. This brand-new way is making things run smoother by cutting down on the need for lots of customer service force and all the money that goes along with them. This innovation eradicates uncertainties about colour or style, significantly enhancing overall customer satisfaction. Accurate sizing predictions through AR has significantly reduced return rates, benefiting both customers and retailers.

Pakistan’s fashion outlets Sapphire launched the world’s first-ever 3D enabled Augmented Reality fashion app for eastern wear back in 2018. It enabled a 360-degree view of Sapphire’s intricately worked design “placed” in your environment to examine even the finest details before a purchase.

Fashion giants such as Khaadi and Gul Ahmed in Pakistan have also embraced augmented reality solutions.

Customers access the retailer’s AR-enabled digital platform via a personal device (e.g., smartphone) via an app or a web browser.

Trending local makeup brands — Made in Pakistan

Pakistan has emerged as a hub for burgeoning talent not just in the realm of Pakistani clothing brands but also in the makeup industry. The expansion of clothing retailers like J., Sapphire, Bonanza, and Khaadi into cosmetics and the emergence of numerous high-end and low-end brands indeed speak volumes about the demand and the ever-evolving interests of consumers. It’s not just about makeup anymore; it’s become a fusion of fashion and beauty.

Leading makeup brands in Pakistan like Medora, Kryolan, Miss Rose, Massarat Misbah, Rivaj UK, Golden Rose, and Christine Cosmetic have shattered barriers, establishing a strong physical and online presence. Ah, those memories with Medora lipsticks! Being a 12 year old girl, I remember my first purchase was for my Mamoo’s wedding — the vibrant array of colours in those little display compartments was like stepping into a magical world, and my favourite red shade seemed like a treasure waiting to be discovered by me.

As a nation, our fashion journey originates from Muhammad Ali Jinnah, the father of the nation — epitomised the fashionable gentleman of his era, complete with a monocle, refined accent, and attire tailored from Savile Row, and then perfectly transitioned to wearing the traditional shalwar kameez, which is now widely acknowledged as Pakistan’s national attire — all Made in Pakistan.