The brand conscious shoppers tend to buy products belonging to certain renowned brand names. A decade ago, there weren’t any branded shops found in the market. A range of local and international brands are available now like HSY, Gucci, Vinci, Caanchi and Lugari, Levis, Hajra Hayat. The increasing likeness and preference for particular brand can be especially seen in the purchase of clothes, accessories and perfumes. Although branded products are mainly the domain of the well-off, yet the awareness of brands is increasing amongst all classes of people. Foreign brands such as Gucci, Next and Armani are considered most classy and sought after brands but it’s not the foreign brands only that are considered status symbols. Recently, many domestic brands have become immensely popular and these form the second category of popular brands which the brand conscious consumers like to purchase. Pakistani Fashion Designing & Apparel industry is becoming an important dimension of Pakistan’s economy due to its export potential worldwide. In Pakistan, the significance of fashion industry is being realized in view of its huge potential for future expansion. The importance of building individual brands in our fashion industry cannot be overemphasized. TDAP has been participating in reputed international fashion exhibitions such as Heim textile, Interjeans-Cologne, Prêt-a-Porter (Paris), Copenhagen International Fashion Fair, Poznan Fashion Week (Source: Trade Development Authority of Pakistan). These findings also provide important implications for luxury brands' branding strategies both within and across cultures. Only by understanding the underlying purchase motivations among consumers in each market segment can marketers most effectively appeal to those motivations in their marketing campaigns (Bian & Forsythe, 2011). Considering the perception of Pakistan as an under-developed country there has been very
The brand conscious shoppers tend to buy products belonging to certain renowned brand names. A decade ago, there weren’t any branded shops found in the market. A range of local and international brands are available now like HSY, Gucci, Vinci, Caanchi and Lugari, Levis, Hajra Hayat. The increasing likeness and preference for particular brand can be especially seen in the purchase of clothes, accessories and perfumes. Although branded products are mainly the domain of the well-off, yet the awareness of brands is increasing amongst all classes of people. Foreign brands such as Gucci, Next and Armani are considered most classy and sought after brands but it’s not the foreign brands only that are considered status symbols. Recently, many domestic brands have become immensely popular and these form the second category of popular brands which the brand conscious consumers like to purchase. Pakistani Fashion Designing & Apparel industry is becoming an important dimension of Pakistan’s economy due to its export potential worldwide. In Pakistan, the significance of fashion industry is being realized in view of its huge potential for future expansion. The importance of building individual brands in our fashion industry cannot be overemphasized. TDAP has been participating in reputed international fashion exhibitions such as Heim textile, Interjeans-Cologne, Prêt-a-Porter (Paris), Copenhagen International Fashion Fair, Poznan Fashion Week (Source: Trade Development Authority of Pakistan). These findings also provide important implications for luxury brands' branding strategies both within and across cultures. Only by understanding the underlying purchase motivations among consumers in each market segment can marketers most effectively appeal to those motivations in their marketing campaigns (Bian & Forsythe, 2011). Considering the perception of Pakistan as an under-developed country there has been very