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Khaadi is a Pakistani apparel brand founded in 1998 that started by selling handwoven khaddar clothing. It has since expanded to become a leading retailer in Pakistan, launching various clothing lines, accessories, and home goods. Khaadi now has 59 stores across Pakistan, UAE, and UK. In 2019, Khaadi launched a new line of fragrances taking inspiration from Pakistani culture. While very successful, Khaadi's growth must be understood in the context of the rising Pakistani middle class and women's increasing economic roles. Currently, Khaadi targets upper-class customers seeking high quality clothing to reflect their personality, and is launching an infant collection to enter a new market segment.

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Minha Sultan
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60 views

Document

Khaadi is a Pakistani apparel brand founded in 1998 that started by selling handwoven khaddar clothing. It has since expanded to become a leading retailer in Pakistan, launching various clothing lines, accessories, and home goods. Khaadi now has 59 stores across Pakistan, UAE, and UK. In 2019, Khaadi launched a new line of fragrances taking inspiration from Pakistani culture. While very successful, Khaadi's growth must be understood in the context of the rising Pakistani middle class and women's increasing economic roles. Currently, Khaadi targets upper-class customers seeking high quality clothing to reflect their personality, and is launching an infant collection to enter a new market segment.

Uploaded by

Minha Sultan
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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INTRODUCTION:

Khaadi is a well known Apparel brand which was founded by Shamoon


Sultan (who is a textile designer) established back in 1998, opened its
first store in the city of Lights "Karachi"..While Khaadi was clearly as a
passion project focused on selling khaddar clothing, it did not stay that
way for long. Shamoon and Saira( who was also a designer and first one
to team up with Mr Shamoon ) may have an artistic passion for the
products they create, but they are clearly commercially focused as well,
launching women’s clothing lines, pret, and lawn. The company sells
both readymade garments and unstitched fabric, accessories Along
with home accessories . Khaadi has gone from being a small store on
the corner of a narrow street in Karachi’s Zamzama commercial area to
become the industry-defining brand in Pakistan’s retail fashion sector.
On the way, it has created, expanded, and conquered market that was
virtually nonexistent prior to Khaadi’s launch in December 1998.. Their
core ideology was a hand woven Fabric with a blend of Eastern and
western touch. After all these successful years in April 2019 Khaadi,
Pakistan’s premium retail and lifestyle brand welcomed the spring
season with the launch of its new range of fragrances.Taking inspiration
from Pakistan’s rich cultural heritage and specially including ingredients
indigenous and familiar to the region, the range offers a contemporary
twist to traditional Pakistan fragrance tastes. The range comprises 19
new fragrances subdivided into 5 Eau de Parfum Premium, 6 Eau de
Parfum mid-tier and 8 Body Mists.But Khaadi is also not the kind of
retail dinosaur that invests in bricks and mortar without giving thought
to its online presence. Through its website, Khaadi boasts one of the
largest e-commerce presence in the country, beaten in terms of online
revenue only by specialized e-commerce businesses like Daraz.pk.While
Khaadi has been remarkably successful, its success needs to be placed
in a broader context: the rise of the Pakistani middle class, specifically
the rise of the working woman, who has enabled families to rapidly
expand their household incomes and move out of subsistence living
and towards a truly consumption-oriented economic existence

PRESENT MARKET POSITION:


After winning the hearts of million peoples of Karachi and other cities
across Pakistan, the company began expanding its presence all around
the world . Khaadi currently has a total of 59 stores, of which 44 are
spread across urban Pakistan, Nine stores in the United Arab Emirates,
and six in the United Kingdom. Now the people can experience
beautiful culture of Pakistan all around the world. Their high class
quality and vibrant bright colours always worked as a nos in the market
race with their competitors . Quality is not the only ingredient that
increased their credibility in the market, enriching the customer
experience is the secret of their strong brand position .

MARKET DESCRIPTION :
As khaadi is Popping colours specialist so in market they target
those people who are extroverts, fun loving and like bright
colours in their life and don’t compromise on the quality . They
target that upper class people for whom clothes are just not
something which hides body but something that reflects the
person or personality .
Khaadi garments and accessories are easily available online on
website and on their stores toi. As now they are launching their
new infant collection which is something different and
challenging for them because this collection is not for the
existing customers but for a completely different segment, their
consumer shifted from elders to infants So their focus is to gain
the confidence of the mothers to survive in this market
segment.

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