Lawn is more about lifestyle

admin
By admin January 12, 2018 13:05

Lawn is more about lifestyle

The colossal popularity of luxury lawn continues to prevail in Pakistan, there’s absolutely no denying it. It is
undoubtedly a clustered market. But come summers, large billboards featuring famous models brandishing lawn brands will have appeared on major thoroughfares in cities across Pakistan.

Pakistan’s total textile exports exceed $11 billion a year, and exports of ready made garments are worth $1.7 billion. Lawn exports alone are worth an estimated $500 million while lawn sales within the country are believed to be double that figure. The industry employs in excess of 30,000 people in factories and workshops.

Pakistan’s domestic fashion and apparel market has experienced a rapid growth, driven by a rise in household incomes and growth in young population. Falling textile exports because of the high cost of doing business has also compelled several major textile manufacturers to launch their own fabric and apparel brands in the local
market.

Consumption, for example, drove economic growth during 2015/2016 and stood at 92% of the country’s GDP. Apart from the above mentioned factors, the entry of qualified, young fashion designers in the market has also helped transform the lawn market and contributed substantially to its growth and expansion by catering to the demand of brand conscious urban middle-class consumers.

Lawn is not only in huge demand in the domestic market. Several brands like Khaadi, Safina, Khas, Gul Ahmed, Al Karam, Nishat, Bareeze etc and designers have already opened their outlets in the Middle East, the UK and the US to cater to the demand of affluent Pakistanis and other south Asians, particularly Indians, living there.

But instead of prices dropping with competition, they have actually risen. Media reports stated housewives and ladies as complaining that the lawn fabric is comfortable and easy to wear in summer, but they laments the fact that they now have to pay more than Rs. 5,000 for a decent outfit because the rates have risen with the increasing
demand for quality cloth.

Fashion designers and factory owners are collaborating with each other to produce designer lawns. In most cases, the brands hire top fashion designers to design their range of lawn. In other cases, designers get their stocks produced by mills and sell in the market under their own brands. In certain cases, both the mill owners and
designers partner to share profits

As brands continue launching news designs at higher prices, the local cloth vendors are profiting from selling replicas of these expensive clothes at cheaper rates. However, the industry appears to have found a solution to this ‘design theft’ by releasing several editions of their lawn brands after regular intervals with each brand launching 50 or more designs each year. This practice has to some extent helped them reduce losses due to copyright violations, according to some manufacturers.

The challenge for the lawn market is that the overseas sales of lawn contribute just a small portion to the textile firms’ revenues owing to their limited access to prospective customers. Industry experts claim that lawn fabric can be developed as a major export product on the back of strong domestic consumption. Potential markets include the Gulf countries due to the large number of Pakistanis living there, India, Sri Lanka, Bangladesh, Malaysia, etc. By exporting this popular product, textile manufacturers can also grow markets for their other products.

admin
By admin January 12, 2018 13:05
Write a comment

No Comments

No Comments Yet!

Let me tell You a sad story ! There are no comments yet, but You can be first one to comment this article.

Write a comment

Only registered users can comment.