Eye downturn in the UK market as indigenous Pakistani fashion brands



London: Pakistani fashion brands focus on markets in the UK.


Despite the heaviness of the Pakistani economy due to excessive borrowing and the contagion of the coronavirus virus, fashion entrepreneurs in Pakistan are using online sales, e-commerce stores, and other technological advances to capture some of the UK markets.

According to fashion industry insiders, consumer behavior and patterns have evolved in response to the epidemic. Customers are more aware of the dangers of physical shopping and prefer to shop online. This has forced them to digitize luxury fashion brands and focus on online sales, which has opened up a global market for them.

Due to the economic crisis in Pakistan and the rising value of the British pound against the Pakistani rupee, many fashion brands prefer to focus more on international sales in the UK and Europe, as there is consumer demand on the streets of Pakistan.

In a separate chat with The News, Noonan Zakir, creative director of menswear designer and Ricky Melian, explained how the epidemic opened doors to Pakistani brands in the UK and Europe markets.

Zakir said, "We have huge clients in the UK and Europe, tailoring for customers to wear more suits. Summer in Pakistan is usually several months, but despite the epidemic, we have posted it through our website."

“Pakistani designers need to hit national and international sectors to succeed in a competitive market this year,” he said.

The designer explained how the epidemic forced the fashion brand to improve its ability to sell fashion items online, regardless of the size or delivery of the fashion brand.

Couturier Amina Naeem explained how the epidemic has hit Pakistan's fashion industry. "With the success of COVID-19 worldwide, the fashion fraternity and clothing houses have been greatly impacted, design houses closed and runway shows postponed."

“Consumers now want to buy things that have sentimental value, built with long and complex craftsmanship,” she said.

Fashion Veteran and Bridal Cutlery, Sonia Azar, who regularly stores multi-brand stores in the UK, told News: "People are moving to low-budget lightweight because of the close-knit nature of weddings.

Azar, who has hosted several fashion shows in London and Glasgow, noted how designers should focus on international sales if they want a global presence.

The designer said, "The world is our musk now. We no longer rely on local sales, because better distribution systems allow global sales."

Mahek Adil, who graduated from the UK to launch his fashion brand, described how consumer demand in Pakistan is declining.

Adil called The News the springtime until Eid designers had a peak. "Consumer demand is high in Ramadan, but as coronavirus is at its peak, people are not comfortable shopping. However, international orders are still being placed," she said.

"Online retail is also growing and we are seeing people using online services, but this is still limited and we see weak demand as overall consumer consumption patterns have declined," he said.

Pakistani fashion brands are welcomed in the UK, providing a strong market for traditional Eastern clothing in the country. The absence of traditional fashion brands in the UK has increased the demand for products produced by Pakistani fashion brands, but according to industry insiders, there is still a long way to go to develop systems for brands that will leave a huge mark on traditional sales in the UK and Europe.

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