Last year, Khaadi – a Pakistani brand – opened a store in one of the most prestigious fashion venues in Kuala Lumpur, The Pavilion. It also opened a couple of stores in the fashionable Westfield Shopping Centres in London.
Khaadi in UK is gradually becoming popular not only amongst young British Pakistani women but foreigners are also interested in modern ethnic dresses. Although it is yet to beat the likes of Gul Ahmed, Nishat Linen, Al Karam and Sana Safinaz within Pakistan, Khaadi has emerged as the number one Pakistani female fashion brand on a global level.
According to a survey conducted by the London-based Edbiz Consulting, the likes of Nishat Linen, Khaadi and Generation appeal to the new generation, while the likes of Gul Ahmed remain popular amongst the 30 to 40 age bracket.
This is the age group that possesses the real purchasing power and that is what Gul Ahmed has kept the main focus on in its business strategy. Furthermore, the company is not completely ignoring the younger generation, as is evidenced by its aggressive marketing campaign for the new summer collection of 2015. Read more → (434)