Sana Safinaz is one of the most promising brands of Pakistan in
ladies ready to wear apparel industry. It was founded by Sana Hashwani and Safinaz Muneer in 1989. So, it was a very
difficult to be a fashion designer at that time because of our cultural boundaries
but your passion and hard work always pay off. Started with a few thousand rupees
as a seed capital is now a success story in Pakistan fashion industry. They started with haute couture but with the
passage of time as they have observed that a growing middle class in Pakistan is
changing the fashion trends and requirements of apparels, so they moved from haute couture to pret business. Another
reason behind this strategy was to increase the sales by targeting middle class
with low price ready to wear apparels.
Currently they are dealing in ready to wear, pants, unstitched clothing
and accessories. If we talk about ready to wear they have 7 different
categories like Basic, Embroidered Essentials, Embroidered Premium, Signature,
Exclusive, Silk Tunic, Black & Gold. Basic category starts with simple
printed tops with very cheap range like Rs. 1990. Then embroidered essentials
with basic embroidery of different color threads. Moving towards embroidered premium,
signature and exclusive category they have some unique embroidered designs with
quality stuff for every season starting from Rs 3690 to 17,190. Silk tunic category is for silk tops
lovers with beautiful color combinations but a bit expensive starting from Rs. 4490
to 14990. If we talk about last category in ready to wear Black & Gold its
quite expensive because of its formal look having a lot of heavy work of
different stones and pearls starting from Rs. 16,990 to 39,990.
In unstitched category they have Luxury,
Lawn, Winter, Silk and Muzlin Collections. Basically, some
ladies have ready to wear sizes issues or looking for more different clothes
that is why Sana Safinaz (SS) offering unstitched collection. Another reason
behind launching frequent unstitched collection is that brand like SS want to interact with its customer
on routine basis by launching different volume of unstitched collection on
monthly basis they can easily attract customers to visit their store again and
grab new designs. Because its women nature that they want to look different
from others every time. Then, occasionally sales like Mother’s Day, Eid collection, Independence Day sale
etc so by doing activities like this SS can easily get customers attention and
increase their revenues.
If we talk about SS unstitched collection
lawn or luxury lawn more embroidered
and less printed to give a feeling to customers that it’s a luxury not a print,
they are minting money from this category. Women become crazy when SS launch their
lawn collection. We have seen long ques outside the stores to grab the limited stock.
Price range of luxury lawn are quite expensive this summer 2019. Starting from Rs 7250 to 8490 in Volume 1 and 2. They have
done a cut work in lawn this summer 2019. All designs are fit for summer and
innovative as well in which one category is self on self. Because in lawn women
love to have more embroidery and less print.
While if we talk about Muzlin collection it is more youthful, more print centric and less
embroidery. Basically, designed to target middle class and get more
revenues from this segment. Price range of Muzlin starting from Rs. 2790 to 4990. Color combinations
and prints are so good this summer even a lot of articles are out of stock within
few weeks. They have launched Vol 2 of Muzlin last week. If we talk about pants
or bottoms in this summer 19 so they
are quite expensive. Even though
brands like Ethnic, Ego, Lime Light, Khaadi are offering pants in normal price
ranges like Rs. 990 to 2290. But on the other hand, SS in Summer 19 Pants
prices are starting from Rs. 1190 to
3690. At the end being a SS user, I must say that brand is surviving or
getting fame because of its quality stuff,
fast colors, unique designs and good public relations. Even though they are
increasing prices on regular basis that
is one of the reasons behind losing customers and brands like Ethnic, Khaadi, Beechtree, Lime Light etc are grabbing
these customers.
If you are Sana Safinaz (SS) user
share your experience regarding their latest collection below in comment
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