The fashion apparel industry has significantly evolved, particularly over the last 20 years.
The changing
dynamics of the fashion industry have forced retailers to desire low cost and flexibility in design, quality,
and speed to market, key strategies to maintain a profitable position in the increasingly demanding
market. This article reviews the literature on changes that have happened in the fashion apparel
industry since the 1990s, highlighting the emergence of a concept of ‘throwaway’ or fast fashion. It
describes fast fashion from a supplier as well as a consumer's perspective, and draws attention to
several potential research issues.
The Pakistan textile industry contributes more than 60 percent (US $ 9.6 billion) to thecountry’s
total exports. However, currently this industry is facing great decline in its growth rate. The
major reasons for this decline can be the global recession, internal securityconcerns, the high
cost of production due to increase in the energy costs etc. Depreciationof Pakistani rupee that
significantly raised the cost of imported inputs, rise ininflation rate,and high cost of financing has
also effected seriously the growth in the textile industry. Asa result neither the buyers are able to
visit frequently Pakistan nor are the exporters able totravel abroad for effectively marketing their
products. With an in-depth investigation it wasfound that the Pakistan’s textile industry can once
again be brought back on winning trackif government takes serious actions in removing or
normalizing the above mentionedhurdles. Additionally, the government should provide subsidy
to the textile industry,minimize the internal dispute among the exporters, withdraw the
withholding and salestaxes etc. Purchasing new machinery or enhancing the quality of the
existing machineryand introducing new technology can also be very useful in increasing the
research &development (R & D) related activities that in the modern era are very important
forincreasing the industrial growth of a country
The fashion and apparel industry in Pakistan is experiencing accelerated growth and youth
which comprise approximately 32 percent of Pakistan’s population appear to be the guiding
force behind it. In recent years, the apparel sector has witnessed entry of some of the
biggest textile groups of the country.These textile groups’ availed opportunities by
introducing separate brands, lawns and other fashion related products in the market. Plus
the talented designers with innovative ideas and internationally competitive designs are
projecting the cultural heritage of Pakistan. There are around 40 plus high-end fashion
brands in the country and their annual sales volume runs in billions of rupees. In an
extremely competitive market, these brands endeavour to come up with the most creative
designs. These brands are targeting the youth and catering to their demands. Fashion
products and apparel industry is showing dynamism and diversity in Pakistan. Most of the
sales of branded clothing taking place through franchises that have bought the right to sell
these products to consumers. The online sale of the clothes is also gaining grounds, mostly
youth prefers to buy online.
The textile industry may be languishing because of energy crisis, yet cloth manufacturers
are aggressively targeting the emerging middle class and the youth .The vast segment of
the middle class that can afford to buy fuels the demand for these branded clothes. The
economic slowdown has done nothing to decrease sales in this segment of the market.
Brand consciousness among People, is increasing with every passing day. Especially in
youth, television and social media has played an important role in changing the mindsets of
the youth. Television viewership has gone up as have the number of television channels.
The top ten channels of Pakistan have cumulative viewership of 127 million. On the other
hand fashion industry was leading fans following on Facebook followed by beauty,
electronics, e-commerce and telecom sectors. By end of February 2015, fashion industry
attracted some 28.106 million fans on Facebook. Innumerable billboards displaying mind-
blowing latest designer collection and the gorgeous models boost the overall charisma of
the brand. Fashion shows are also major contributors in changing the mindset of the youth.
Youth is conscious about brands because they think that they look attractive, funky and
more stylish in trademark. Working class wear branded clothes so that they seem to be
more decent, adorable and their impression on other people must be good. People are not
just following but also they want to compete with each other that they wear the best and the
most popular brand from others.
The underlying cause of the trend seems to be a willingness by middle class to be willing to
pay higher prices for what they perceive to be higher quality. And given their longer
durability, many branded clothes are seen as good value for money.
The fashion industry is a product of the modern age. Prior to the mid-19th century, almost all
clothing was handmade for individuals, either as home production or on order from dressmakers
and tailors. By the beginning of the 20th century with the rise of new technologies such as the
sewing machine, the rise of global capitalism and the development of the factory system of
production, and the proliferation of retail outlets such as department stores. Clothing had
increasingly come to be mass-produced in standard sizes and sold at fixed prices. Although the
fashion industry developed first in Europe and America, today it is an international and highly
globalized industry, with clothing often designed in one country, manufactured in another, and
sold in a third.
The fashion apparel industry has significantly evolved, particularly over the last 20 years. The
changing dynamics of the fashion industry have forced retailers to desire low cost and flexibility
in design, quality, and speed to market, key strategies to maintain a profitable position in the
increasingly demanding and competitive market.
The fashion apparel industry in Pakistan is experiencing accelerated growth and youth which
comprise approximately 32 percent of Pakistan’s population appear to be the guiding force
behind it. In recent years, the apparel sector has witnessed entry of some of the biggest textile
groups of the country. These textile groups availed opportunities by introducing separate brands,
lawns and other fashion related products in the market. And the talented designers with
innovative ideas and internationally competitive designs are projecting the cultural heritage of
Pakistan. There are around 40 plus high-end fashion brands in the country and their annual sales
volume runs in billions of rupees. The fashion apparel industry in Pakistan has total revenues of
$9.9bn approximately in 2018, representing a compound annual growth rate (CAGR) of 6%
between 2013 and 2018.
