Economy
 
Lawn season emerges as fashion bonanza
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April 01, 2011
The fashion industry witnessed a significant progress in last decades however the peak display of its potential and talent by its movers and shakers has become evident this year, when prominent designers and top models of the country entered the race of lawn prints to attract a huge customers base rather than elite class. The city of Karachi observed a tremendous colorful series of events in its heart with fashion and economic activities have become hot and at one place with a concept of fan fair for hundred thousands of people. Nadia Hussain, one of the legend models and famous actress, has made her debut as entrepreneur and fashion designer with a brand Signature, briefed about her success to capture customers and sales
The spring season came with scorching heat and rising mercury but this weather has heated up lawn fashion in the city, depicting eye-catching billboards of the models and actresses on the roadsides.

The fashion industry witnessed a significant progress in last decades however the peak display of its potential and talent by its movers and shakers has become evident this year, when prominent designers and top models of the country entered the race of lawn prints to attract a huge customers base rather than elite class.

The city of Karachi observed a tremendous colorful series of events in its heart with fashion and economic activities have become hot and at one place with a concept of fan fair for hundred thousands of people.

Nadia Hussain, one of the legend models and famous actress, has made her debut as entrepreneur and fashion designer with a brand Signature, briefed about her success to capture customers and sales.

I experienced a tremendous response from customers who appreciated my efforts through purchasing hundreds of lawn suits on every day of the three-day exhibition, she said.

It is not smooth sailing that you organize an exhibition and fashion show of your lawn prints. All these events are the climax of your busy journey, which completed after hectic homework,” a top model of the country explained.

I have started preparation for my lawn event almost one year ago with a hope to make a difference in the market with different stylish lawn prints and designed created by top designers of the country. I contacted different top-notch designers of the country but came to know that everyone want to be a part of this business spree and will become a tough competitor of my brand next year, Nadia said.

“Therefore, I hired a team of senior and junior lawn and dress designers to present unique product in the market. I had to buy a fabric which is a difficult task because factories have limited quantity of their products at exorbitant rates as a matter of fact the cost of production jumped up on high and limited utilities and skyrocketing cotton prices,” she said.


Thereafter lawn printing and designing are painstaking tasks for team members because these are highly skilled jobs which take a qualitative time for artist and designers, she added.

Pakistan is the huge markets for my products but I will also look for exports in Middle East and South Asian countries, Nadia vowed.

She is very optimistic about her business growth in the future after holding the second exhibition in the city amid much exuberance among the customers and fashion conscious women of the city.

Nadia Hussain was not a sole model who emerged as designer and entrepreneur but there are more famous names like Deepak Pervani, Nomi Ansari, Asim Jofa, Hassan Yaseen Shahryar, Umar Sayed, Warda Saleem, Yahsir Waheed, Sana Safinaz and Vaneeza Ahmad.

Hundreds of thousand lawn prints and designed have been prepared by different showbiz entrepreneurs. Their suits cost ranged from Rs1600 to Rs 5,000 per piece depending on the quality and design of the dresses.

The lawn war is definitely not limited to fashion designers but leading manufacturing of lawn fabric are also present to competing each other such as Alkram, Sitara, Star and others. The lawn makers have produced millions of meter fabric on the occasion to meet the demand of local markets.

As per estimates, nearly 700 million to 1 billion meter lawn fabric are sold every year in the country.

These designers and manufacturers have supports of showbiz stars who shine to become brand ambassador of their product such as Nida Yasir, Imaan Ali and Shaista Waheedi. Being a brand ambassador of is a excited job to get paid Rs 1 to Rs 5 million for a year only to wear dress of particularly designer and fabric producer.

Saima Mehmood, head of PR and Marketing Catalyst, explains about the emerging trend of fashion and lawn exhibition.

She said the fashion show and lawn exhibitions are highly attractive and exciting for women but these are not simple festivities. The huge ventures came true with huge investment of money to magnetize lucrative profit by the investors who failed to make money in stock, real estate and multiple businesses.

She said top designers of the country have emerged with talent and creative in a large number first time this year. They are giving tough time to each other while creating stiff competition among them on price and quality in order to make their sale point as hot as possible for customers.

There are lot of designers and a lot of brands of all fashion industry champions but it is difficult for everyone to survive and build strong repute of their product in the market, where majority of the customers’ purchasing power is not high, Saima said who engaged to organize five events of lawn this year.

The fashion industry seemed to be widened to attach multiple sectors along it while giving business to different industry as well.

Hotel and exhibition points became platform of colorful people and shopping activities but sharing lucrative revenues of the fashion bonanza. From a five star hotel to a Expo Center, the charges vary from Rs150,000 to Rs 90,000 depending on the space and duration of the exhibition. If 12 exhibitions have been taken place so far, there will be huge amount of income earned by the owners of these venues which used to be wore deserted look in the season earlier.

One after another, fashion designers booked venues having very limited in numbers for their events.

A window of opportunity for billboards owner was opened as they won a million of rupees prize bond, which they must not have imagined. Hundreds of billboards located on main roads and center places of the city.

These billboards owners charged Rs 300,000 to Rs 700,000 for providing a catchy look to designers portraits to million of masses. Most of the designers have booked hoarding for two to four weeks on different roadsides and paid a big sum to vendors for advertisement.

Newspapers and news channels were not a big platform to advertise these lawn prints but cable TV advertisement was once again a big channel for advertisement as against millions of rupees.

Besides, there are photo and catalogues makers and many side business were regenerated at length this year.

This fashion boom also brought handsome employment opportunities for young people particularly for glamorous and artistic jobs.

A good number of young girls have been employed as fashion designers, models and make-up artists since last year.

Interviews of different people of fashion industry revealed that these talented youngsters are getting Rs 20,000 to Rs 50,000 as per contract. Fashion models are on the top to earn handsome money among them with RS 35,000 to Rs 150,000 remuneration for each show.

Not only this but lawn have also heated businesses at boutiques and local markets as explained by Seema Shahid about her newly establish shop NEEMAS. The lawn suits captured attention of the customers not only at big places but boutiques and shops of different entrepreneurs.

I have started my businesses six months ago but my dresses got attention with lawn suits at the start of spring season. She explain that the awareness have increased the demand of customers on their dresses because of media education on fashion and dress style.


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