One of the most important things for the people of Pakistan
is fashion. To look good, to look
different from others, buy the best brand latest collection, get a bundle of
stock on promotions like Flat 30% off or up to 50% off. These are most common reminders
we listen or visualize every day that Khaadi
is offering up to 30% off, Sana Safinaz
is launching new lawn collection etc. People thought like “Oh wow how caring that brand is” to offer handsome discount that
everyone could buy their products like apparels,
shoes or accessories.
Are you thinking in the same direction?
If yes, then you are on wrong track. Let me tell you how?
We have seen the boom and bane of different brands in Pakistan
whether they were apparel brands, shoes brands, accessories brands. So, those brands who were smart in manipulating
their customers survived for some period. On the other hand, who really think
about customers and profits both are
still surviving. Coming towards the point. In early 20th century we
had limited apparel brands and their limited collection like Gul ahmed, Outfitters, Chen One, Stoneage, Generation, Khaadi, Levi’s.
if we discuss about shoes we had Bata and
Servis.
So, whatever they were producing, and selling was get sold
and a very limited stock left at end
of season in stores which were used in end season sale or in next year with new price tags. But as the competition starts
grown more local and international brands come into the market and start
getting a piece of cake. What these old brands did, they start manufacturing
the products on large scale to get economies
of scale. It was good for them initially to get low cost of the product and get maximum profit margin so that it will become difficult for competitors to survive.
But the problem occurs for them when supply increases and demand
decreases. Because demand was increasing with a slow pace and supply was
increasing rapidly. So, what they did to solve this issue? They start opening
new outlets and named them factory
outlets. Reason to open these factory outlets was to sell the remaining
stock at the end of season at low prices and get relief from stock in hand or inventory.
Another reason behind opening these factory outlets was to sell damage stock or repaired stock like tops, bottoms and shoes etc.
After that to expand
the business rapidly and launch different products they needed money to invest
so how they are playing with consumer psyche to expand their business. The new trigger they have introduced is promotion.
Which include Mother’s Day sale, Labor
Day sale, Azaadi Sale, Father’s Day sale, End of season sale, Stock Clearance
sale, Independence Day sale, Blessed Friday,
White Friday, up to 20% off, up to 30% off, up to 50% off, Flat 20% off, Flat
50% off. So, these are basically tactics to get a lot money for further
investment within limited time.
You can experience the same on this Mother’s Day that every brand in Pakistan is offering sales like Sana Safinaz up to 30% Off, Outfitters up to 50% off, Khaadi up to 30% off, Mantra flat 20% off,
Batik up to 50% off, Limelight up to 30% off, Next mid-season sale up to 30%
off, Zippy up to 40% off, Mothercare up to 30% off, Little people
flat 25% off, Food court at safe gold mall up to 30% off, Logo flat 25% off, J.
up to 30% off, Gul Ahmed up to 50% off, Nishat up to 50% off etc. These are the
stats of this Mother’s Day. Now you decide what you are looking for???
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