DEDICATION

First of all we are thankful to our Almighty Allah for making

us able to complete this project. We are also thankful to our
teacher for imparting us the knowledge and for his
encouragement. Last but not the least we are thankful and
indebted to our parents without whose support we would not
be, where we are. We are helpful that this Endeavour of ours
will be fruitful. We dedicate this project to our Honorable
teacher and our parents.

1
 Executive summary

In this project we have put our best effort to define boutique industry
which exist in Pakistan and what role government is playing in that
sector we have done in a swot analysis and after we have taken top five
boutiques in Lahore and proper detail about there business, products
and there imports and exports. After that we have calculated market
size using annual sale figure of selected boutiques and then there
market share in region of Lahore. We have also recommended the
needed steps which are require for this industry by the government of
Pakistan and we hope that this project will provide max information
about that particular sector.

2
Table of Contents
1 Introduction.......................................................................................................................5
1.1 History of Sector before Pakistan..............................................................................6
1.2 Quick glance at fashion back in time.........................................................................6
1.2.1 The Swinging 60's...............................................................................................6
1.2.2 The Political 70's.................................................................................................6
1.2.3 The Materialistic 80's..........................................................................................6
1.2.4 Back to the East with 90's...................................................................................6
1.2.5 The New Millennium "The Y2K“......................................................................7
2 Early Birds in Sector.........................................................................................................7
2.1 Amir Adnan...............................................................................................................7
2.2 MARIA B...................................................................................................................7
3 Government Role in Fashion Industry..............................................................................8
4 SWOT Analysis................................................................................................................8
4.1 Strengths....................................................................................................................8
4.2 Weaknesses................................................................................................................9
4.3 Opportunities .............................................................................................................9
4.4 Threats........................................................................................................................9
5 Junaid Jamshed...............................................................................................................10
5.1 Vision ......................................................................................................................10
5.2 Mission.....................................................................................................................10
5.3 Products....................................................................................................................10
5.4 Innovation................................................................................................................10
5.5 Imports.....................................................................................................................11
5.6 Exports ....................................................................................................................11
5.7 Locations..................................................................................................................11
5.7.1 Branches in Lahore...........................................................................................11
6 Amir Adnan....................................................................................................................12
6.1 VISION....................................................................................................................12
6.2 MISSION.................................................................................................................12
6.3 Branches Network in Pakistan.................................................................................13
6.4 Products....................................................................................................................13
6.5 Features of Amir Adnan Products............................................................................13
6.6 Innovation...............................................................................................................13
6.7 Imports.....................................................................................................................14
6.8 Exports ....................................................................................................................14
7 Maria B...........................................................................................................................15
7.1 Vision.......................................................................................................................15
7.2 Mission.....................................................................................................................15
7.3 Maria B Products.....................................................................................................16
7.3.1 Mafia.................................................................................................................16
7.3.2 Semi Formals and Formals...............................................................................16
7.3.3 Mgirl.................................................................................................................16
7.3.4 Maria B Bride...................................................................................................16
7.3.5 Maria B Lawn...................................................................................................16
7.4 Innovation................................................................................................................17

3
 7.5 Imports.....................................................................................................................17
7.6 Exports.....................................................................................................................17
7.7 Addresses.................................................................................................................17
8 HSY(Hassan Shehreyar Yasin).......................................................................................18
8.1 Vision......................................................................................................................18
8.2 Mission ....................................................................................................................18
8.3 Branches...................................................................................................................18
8.4 Products....................................................................................................................19
8.5 Imports.....................................................................................................................19
8.6 Exports.....................................................................................................................19
9 Hajra Hayyat...................................................................................................................20
9.1 Vision.......................................................................................................................20
9.2 Mission.....................................................................................................................20
9.3 Products....................................................................................................................20
9.4 Exports.....................................................................................................................21
9.5 Imports.....................................................................................................................21
9.6 Branches ..................................................................................................................21
9.6.1 Lahore .............................................................................................................21
10 Demand Side.................................................................................................................22
10.1 Junaid Jamshed......................................................................................................22
10.2 Amir Adnan...........................................................................................................22
10.3 Maria B .................................................................................................................22
10.4 Hassan Shehriyar Yasin (HSY)............................................................................23
10.5 Market Share of Junaid Jamshed Boutique............................................................24
10.6 Market Share of Amir Adnan Boutique.................................................................24
10.7 Market Share of Maris B Boutique........................................................................25
10.8 Market Share of HSY Boutiques...........................................................................25
11 Government policies.....................................................................................................26
11.1 Obstacles................................................................................................................26
12 Conclusion & Recommendation...................................................................................26
13 References.....................................................................................................................26

4
1 Introduction
Clothing is a beautiful visual demonstration of the social and emotional needs of people
wearing it. It also portrays in a clearly understood visual manner, what people of different
cultures and styles want socially. Fashion, through times, has gone through so many rapid
changes and bizarre extremes that it has examples of nearly every kind of clothing
function. However, in a boutique business, the specifications and descriptions of the
designs and clothes are so general that they can fit more than one costume, which actually
are quite different in nature from each other and this is solely dependent on the taste of
the people.

The range of Pakistani dresses is remarkably wide, according to the vast cultures,
geographical differences, purchasing capacities, influence of the western culture, and
bewildering diversities of the ethnic groups. One has, therefore, to sift and isolate, and
then relate and bring together, the ideas for creating various designs, which can fit in the
context of the fashion in vogue and the culture in practice.

There is a massive potential in this field, if one has the ability to design and market
his/her products through introducing innovative designs both in stitching as well as the
fabric sector. There is massive export potential in this sector, as the demand of Pakistani
dresses, especially in countries like UAE, USA, and UK, is massive due to a high number
of Pakistani expatriates who have settled in these countries. The Boutique business can
also be expanded into a more profitable venture by providing stitching facilities to other
boutiques, which do not own a stitching unit or are lacking this facility.

5
1.1 History of Sector before Pakistan
Fashion design is generally considered to have started in the 19th century with Charles
Frederick Worth who was the first designer to have his label sewn into the garments that
he created. Before the former draper set up his maison couture (fashion house) in Paris,
clothing design and creation was handled by largely anonymous seamstresses, and high
fashion descended from that worn at royal courts. Worth's success was such that he was
able to dictate to his customers what they should wear, instead of following their lead as
earlier dressmakers had done. The term couturier was in fact first created in order to
describe him. While all articles of clothing from any time period are studied by
academics as costume design, only clothing created after 1858 could be considered as
fashion design.

1.2 Quick glance at fashion back in time

1.2.1 The Swinging 60's

The focus of the time was on fittings. Bell bottoms, hair pieces, narrow fitted shirts,
narrow dupattas, heavy eye makeup for girls and side burns for men was order of the
time. People in those times took influence from the actors whom they idealized.

1.2.2 The Political 70's

In 70's the political times changed. People turned towards patriotism. Cotton came in
vogue and people were seen in loose kurtas called Awami Suits and Saris.

1.2.3 The Materialistic 80's

The 80's emerged from the drabness of the 70's and ushered in disco, glitz and glamour.
People were indulged in their material instincts. In Pakistan, loose was "in" and tight was
"out". Glitter and glitz was trendy and simplicity took a back seat.

1.2.4 Back to the East with 90's

It was a time for the rival of our culture. Traditional costumes made a comeback. A lot of
embroidery, Gharara, Sheirwani and Paishwaz were seen. Everyone wanted to look sleek
and thin.

6
1.2.5 The New Millennium "The Y2K“
The year 2000 came with a bang moving people towards hi-tech and fast-paced living.
The clothes too have become more streamlined and structured. The defined boundaries of
eastern and western fashion have collapsed people wear no fuss Chinese trousers, cargo
pants, iron easy cloth and manageable preferably short hair.

2 Early Birds in Sector

2.1 Amir Adnan

In 1990 saw the evolution of men's fashion in Pakistan when Amir Adnan, a business
graduate by profession, stepped out to realize his own individual style, at the same time
translating it to the demands of a frustrated market. The need for a simple necktie took
him to Italy where he trained and returned with an ingenious approach to reconstructing
this basic accessory. The new image of the tie spoke for a new era of menswear in
Pakistan. Packed with insatiable desire to design, Amir Adnan the pakistani fashion
designer was charged with an energy to revolutionize mind sets and showed the senses of
the modern eastern man. In 1992 he designed his first range of italic jeans, conventional
denims block printed with a hint of ethnicity, and launched them in America.

2.2 MARIA B

Maria B (real name: Maria Butt) is a super top fashion designer in Pakistan. Maria B
grew up in a kasmiri houseold, both parents hailing from kashmir. She was always
interested in fashion. MARIA.B DESIGNS (PVT) LTD is the largest manufacturer and
retailer of women’s fashion garments in Pakistan, with a large clientele in the US and
Europe. The company was set up in 1998 by Maria, after she graduated from PSFD
(Pakistan School of Fashion Design), affiliated with La Chambre Syndicale de Parissiene
(Paris). She graduated with honors securing the top position in all four years of studies. In
1997 Maria won an international fashion competition held in Belgium called “Les Etoiles
de la Mode”. Here she was also named as one of the three upcoming designers in the
world. After studying the strict Parisians “Haute Couture” and Prêt-a-Porter courses she
created MARIA.B, Pakistan’s first professional fashion house.

MARIA B was the first Design House in Pakistan to hire a team or professionally trained
fashion designers, textile artists and production managers to run the company on
professional lines. Today Maria B possesses not only a professional design team, but also
Production, Management Information Systems and General Management teams. Maria B
has opened outlets (boutique) in Karachi, Lahore, Rawalpindi and Islamabad and is on
her way to open one in London too. The professional approach ensures the timely

7
delivery of thousands of garments to 4 outlets in Pakistan and our franchises/stockiest
around the world.

3 Government Role in Fashion Industry

Political forces These include any change in government laws tax laws, labor laws, patent
laws, government regulation and deregulation etc, political stability, safety and
environmental protection regulations, international trade regulations etc.

Changes in tax and labor laws, can directly affect an industry’s revenue and growth
structures. A rise in the rates of these laws can increase business expenditures and may
decrease revenues. Sometimes, with 10 industries with low profit margins, such change
can become a barrier to profitability. Political instability in the country in terms of
political parties or weakness in governmental policy can prove chaotic for the industry.
Under such condition, this business, like any other business can be severely affected and
eventually shut down. For e.g., national political parties like MQM and MMA reserve a
very unfavorable attitude towards the fashion industry. In case of power, any of these
parties can adversely affect or even lead to a ban on this industry which could prove
distressful.

Similarly strict trade regulations and excise policies can affect international exports and
hence, increase the overall trade deficit. Environmental degradation posses a great threat
to survival of any industry. Hence, being a socially and environmentally responsible
corporation is an essential for projecting a positive public image

4 SWOT Analysis

4.1 Strengths

 Ability of fulfilling customized order of customers.

 Large number of products

 Availability of workforce

 Low labor cost.

 Easy availability of raw materials

 High demand and supply Gap as buyers are much more.

8
4.2 Weaknesses
 Lack of brand awareness

 Fashion industry has not yet matured in Pakistan.

 Highly Volatile i.e. rapidly changing the fashion and tastes of people

4.3 Opportunities
 Increasing trend of people towards boutiques

 Prospect sales through e-commerce channel.

 Enter new product markets.

Expanding the number of retail outlets.

 Export Opportunities

4.4 Threats
The market of the boutiques is highly competitive therefore if the entrepreneur is not

Well responsive to the tastes and response of the clientele as well as the fashions in
vogue he/she may not be able to capitalize the opportunity properly.

Selection of the wrong venue can be a major hurdle in achieving the desired business
objectives.

Economic recession and political situation in the country

Established strong competitors

9
5 Junaid Jamshed
In a short time span of 5 years, Junaid Jamshed has built a name and goodwill in the
market as a fashion designer wear outlet for men and women with a unique range of
products. Junaid Jamshed helps people build an elegant image that is in sync with their
cultural and social values. Junaid Jamshed's fashion outlet was founded in 2002 and is
headquartered in Karachi, Kurta Gali. Rest of the outlets are 14 spread across Pakistan in
all major cities like Rawalpindi, Islamabad, Lahore, Sialkot etc

5.1 Vision
In a short time span of 3 years, Junaid Jamshed has built credibility in the market as a
designer wear outlet for men and women with a unique range of products. he has earned
good reputation in market and consider one of the best chain of boutique in Lahore

5.2 Mission
As quality is the first priority of junaid’s boutiques and their mission is to provide their
customer their best products

5.3 Products
KURTA SHALWAR
SHERWANI
BAGS
FOOTWEAR
KIDS
FRAGRENCES
HAJJ & UMMARAH
NEARANG

5.4 Innovation
The main factory produces almost six designs in a week which is sent to design manger
for approval by having a deep analysis on designs manger approve only two designs for
production in a week. The rate of innovation is very high and by taking consideration of
customers demands factory also made old designs also. After production in factory all
readymade stuff sends to various branches across Pakistan.

10
5.5 Imports
Some of the fabric which is used for groom kurta’s is imported and footwear, fragrances
are also brought from the various countries as per demand for the customer.

5.6 Exports
Junaid jamshed products specially kurta’s are exported in limited countries like U.S.A
and United Kingdom.

5.7 Locations
Factory Address
St 2/12, Sector 19
Korangi Industrial Area
Karachi, Pakistan

5.7.1 Branches in Lahore

SHOP # 2, AL-HAFIZ TRADE CENTRE,

110 MODEL TOWN
Link Road 042-5885704
LINK ROAD LAHORE Pakistan

SHOP# 3, BOLAN BLOCK

Fortress Ground 042-6676690 FORTRESS STADIUM LAHORE. Pakistan

BUNGLOW # 16
NEAR SUBWAY, BLOCK C/1,
M. M. Alam Road 042-5758981 GULBERG 3
LAHORE Pakistan

SHOP#99 PHASE 3, DHA DEFENCE,

MACDONALD STREET, Y-BLOCK,
"Y" Block D.H.A. 042-5742388
LAHORE. Pakistan

62/A, FIRST FLOOR,

ASIF BLOCK, ALLAMA IQBAL TOWN.
IQBAL TOWN 042-7440273
LAHORE Pakistan

11
6 Amir Adnan
Amir Adnan is widely credited with re-introducing the sherwani into modern fashion, and
known as Pakistan's first international menswear label. Currently, Amir Adnan is the
largest enterprise of designer clothing in Pakistan, and caters to an upper-class clientele.

Among Amir Adnan's clientele are Pakistani President Pervez Musharraf and former
Indian Prime Minister Atal Bihari Vajpayee.Amir Adnan currently houses its flagship
store in Karachi, with complimenting domestic stores in Lahore, Multan, Faisalabad, and
Islamabad. International outlets include Dubai.His mission was to revive the Sherwani,
the traditional long coat, which was buried with the lords and maharajas of yesteryear.

The modern day man had adopted the western three piece suit as the only acceptable
vision of grooms wear and Amir Adnan had vowed to change that. He had the vision to
see that it was our indigenous craft and attire which would help us make it to the
international map of fashion.

Today, almost a decade later, Amir Adnan's design philosophy has evolved clearly,
marking itself permanently on the map. His is the largest enterprise of designer clothing
in Pakistan, creating retail and manufacturing structure that can rival an international
competitor.

6.1 VISION
AMIR ADNAN is the largest enterprise of designer clothing in Pakistan, creating retail
and manufacturing structure that can rival an international competitor.

6.2 MISSION
His mission is to revive the Sherwani, the traditional long coat, which was buried with
the lords and maharajas of yesteryear. The modern day man had adopted the western
three piece suit as the only acceptable vision of grooms wear and Amir Adnan had vowed
to change that. He had the vision to see that it was our indigenous craft and attire which
would help us make it to the international map of fashion.

12
6.3 Branches Network in Pakistan

LAHORE 2
KARACHI 7
MULTAN 1
FAISALABAD 1
SHARJAH 1
DUBAI 1
ISLAMABAD 1

6.4 Products
Sherwani
Traditional long coats
Shalwar kamiz
Ties
Children

6.5 Features of Amir Adnan Products

Amir Adnan's main forte is hand embellishment, using fine silk or metal thread and
incorporating precious and semiprecious stone, sequins, beads and other items of
ornamentation to give every ensemble an unmatched exclusivity.

The method of embroidery, 16-18 stitches per inches used in all products, providing a
neater, flatter and stronger seam.

All products are equipped with pearl stitch buttons for a better look and durability.

A wide assortment of fabrics is used for both local and international markets, chosen
for both.

6.6 Innovation
Amir adnan bring innovation in there dresses by using different type of precious stones,
sequences and in every week amir’s designers produce six to seven new designs in a

13
week. The basic innovation depends on the weather which brings change in fabric and
color scheme.

6.7 Imports
The major imports are the fabric and the precious stones, sequins, beads and the metal
thread which is used in embroidery and the sewing machines which is required on yearly
bases.

6.8 Exports
As per demand of the customer and needs of outlets which are situated in Dubai and
Sharjah clothes are exported. There is also demand for cloths in United Kingdom so as
per demand of the boutiques dresses are exported to western countries for fashion shows
and different exhibition which are being held there.

14
7 Maria B
Maria B (real name: Maria Butt) is a super top fashion designer in Pakistan. She was
always interested in fashion. MARIA.B DESIGNS (PVT) LTD is the largest
manufacturer and retailer of women’s fashion garments in Pakistan, with a large clientele
in the US and Europe. The company was set up in 1998 by Maria, after she graduated
from PSFD (Pakistan School of Fashion Design), affiliated with La Chambre Syndicale
de Parissiene (Paris).

She graduated with honors securing the top position in all four years of studies. In 1997
Maria won an international fashion competition held in Belgium called “Les Etoiles de la
Mode”. Here she was also named as one of the three upcoming designers in the world.
After studying the strict Parisienne “Haute Couture” and Prêt-a-Porter courses she
created MARIA.B, Pakistan’s first professional fashion house.

MARIA B was the first Design House in Pakistan to hire a team or professionally trained
fashion designers, textile artists and production managers to run the company on
professional lines. Today Maria B possesses not only a professional design team, but also
Production, Management Information Systems and General Management teams. Maria B
has opened outlets (boutique) in Karachi, Lahore, Rawalpindi and Islamabad and is on
her way to open one in London too. The professional approach ensures the timely
delivery of thousands of garments to 4 outlets in Pakistan —and our franchises/stockiest
around the world.

In a short span of eight years, Maria B has created a fashion revolution with her exquisite
designing and chic image which shows in all her lines from Casuals, lawn, Evening-
Wear, Westerns to Bridals. Maria is also working on an export oriented strategy, thus our
quality and standards are well maintained under the guidance of trained fashion
designers. For that purpose our product lines have been displayed in Fashion Events all
over the World.

7.1 Vision

Our retail industry needs to mature. We also need our exports to develop. In 10 years, we
have become one of the biggest designer brands in the country. We have five product
lines, we export too many countries in the world, and we have a very loyal customer base
of women who have preferred our brand for more than a decade now.

7.2 Mission

“Our mission is to become double our production and exports by enhancing our product
line and by maintaining international standards will be have more grasp in a market”

15
7.3 Maria B Products

7.3.1 Mafia

This line mostly covers pure cottons, khaddar, lawn, linens and embroidered cottons. This
line offers ready to wear and trendy clothes with affordability.

7.3.2 Semi Formals and Formals

Semi Formal line is evening wear, slightly more formal and covers Resham, crystals
chiffon, silks and georgette with fine embroideries. Formals however, offers perfect
dressing for wedding needs, this line consists of silks, Jamahwars and heavy hand
embroideries in crystals and salma dapka (traditional eastern embroideries).

7.3.3 Mgirl

This is the new hip and trendy line by Maria.B offering everything from clothes to bags
and shoes to accessories. It guarantees satisfaction to the woman who wants it all. It
caters to the fun and fearless and is certainly not for the fainthearted. Mgirl also
introduces semi-precious jewelry for weddings, this jewelry in platinum coated with
semi-precious stones such as topaz, Termeline, amethysts and zircons.

7.3.4 Maria B Bride

A purely couture line which is available only at the bridal studio in lahore. It is a made to
order line for brides and their families.

7.3.5 Maria B Lawn

This is a newly introduced brand under this umbrella. Maria B Lawn is a summer line
with most trendy screen designs printed on lawn with chiffon dupattas Recently Maria B
has participated in Lahore Fashion Week 2010 and presents her awesome dress designs
collection.

16
7.4 Innovation

MARIA B is one of the top designers in Pakistan and innovation in the dresses is the
basic cause of her success in the fashion industry. She introduced unique dresses and for
brides by using different fabric and designs.

7.5 Imports

Quality and uniqueness is the first pririority in maria’s products so for sake of better
quality fabric and precious stones and footwear items are being imported from united
states, Germany. Italy, Thailand, India.

7.6 Exports

Currently MARIA.B exports 3 product lines in various countries used in modeling, bride
wear, and casual dresses. The exports are being made to U.A.E, U.K, Manchester and
INDIA to their distributors.

7.7 Addresses

Head Office
MARIA. B. Designs (Pvt.) Ltd.
5 KM. Raiwind Road
Lahore, Pakistan
Phone: +92-42-3532 1328 and 3532 1329

Lahore: DHA, +92-42-572 9799 +92-42-572 9799

Lahore: Gulberg, 92-42-575 1800 92-42-575 1800

17
8 HSY(Hassan Shehreyar Yasin)

Fashion designer Hassan Sheheryar Yasin (HSY) is one of the biggest names in Pakistan
Fashion industry. He was born in Lahore Pakistan. He studied in Pakistan School of
Fashion Design (PSFD) and graduated in 2000. The government of Pakistan has
appointed him in the Board of Directors of the school as well and in the Executive
Committee. HSY is the winner of Lux style Fashion designer of the year award 2005-6.
This stylish dress designer has also launched his new studio in the highly fashionable
district of Zamzama in Karachi. The flagship clothes designs studio of this fashion
designer is currently in the cultural capital of Pakistan, Lahore.Started out in 1994,
Pakistani Fashion Designer Hassan Sheheryar Yasin worked both as a choreographer and
as Fashion designer in various shows within Pakistan and in international shows in
Dubai, London, New York City, and Toronto.

In 2000, Pakistani Fashion designer HSY introduced his own fashion label, HSY. Started
out as bridal and formal wear couture, today it is recognized among top South Asian
fashion labels in the world, with six stores functioning internationally and flagship studio
housed in Lahore. Among very few Pakistani fashion designers, Fashion designer HSY
has won international acclaim.In 2003, Karachi-based Diva Magazine placed this
Pakistani Fashion designer on the cover of their "Most Powerful People" and also as one
of their 10 Faces of the Year. In 2007 is brilliant

8.1 Vision

HSY has captured a globally know market consisting on international stars in fashion
world he made his on repute and in Pakistan he is considered on of the best and top
fashion designer because of quality and uniqueness in dresses.

8.2 Mission

“I think over distribution is not a good idea because I think over distribution makes the
product common. Our market is so big so it’s not a good idea to make you common. Our
clients are different they are not too influenced by the latest fashion waves, they want to
wear different but without losing our customary feel.”

8.3 Branches

Hassan Sheheryar Yasin has approximately 14 clothing display centers worldwide one in
United Kingdom, one in Saudi Arabia, two in USA, four in UAE, and six in Pakistan. In
Pakistan, he has two in Karachi, two in Islamabad and two in Lahore.

18
8.4 Products

HSY Wedding
HSY Couture
HSY R2W (ready to wear)
HSY Home
HSY Private collection
HSY Noir
HSY Active

8.5 Imports

Basically he is internationally known designer who showed a clears image of fashion

around the world as he believe in quality so mostly all stuff and stones and threads are
imported from Italy, Qatar, Germany and India.

8.6 Exports

As he is well known around the world and has many outlets of his own in USA, KSA and
United Kingdom so a large number of dresses are exported in that countries in which
include all seven product line and also exports are being made in India and unite Arab
emirates for fashion shows.

19
9 Hajra Hayyat

Hajra Hayat (Formed in 1998) is one of Pakistan’s most reputed fashion design houses.
The brand’s inspiration has always been the strong, independent woman of today, whose
elegance and femininity is enhanced by Hajra Hayat’s classic royal creations. The
brand’s collections showcase the best of couture which retail in Lahore, Karachi, USA,
Canada and Dubai.

fashion designer Hajra Hayat is a versatile Fashion designer, she can tremendously
design eastern, western, urban and many types of outfits. Hajra Hayat is famous because
of her selection in color scheming which give a very elegant and sensible feel.

Hajra Hayat designs the comfortable and easy to wear dresses. She always added a new
variety in the Pakistani Fashion Industry through her innovative designs, but even then,
Fashion designer Hajra Hayat maintains her basic style alive in her every launch. Using a
vibrant color in her designs, she named her Bridal Collection 2008 “Rang De” which
receives a huge success and appreciation.

Recently she also take a part in the PFDC (Pakistan Fashion Design Council) in which
the showcase her bridal lengths, Pakistani wear, bridal cloths & bridal wear. She named
her formal women's wear collection is “The Power Line” which is Inspired by the season
and earthy tones. Hajra Hayat is basically a Lahore based Fashion designer; but she has
introduced her designing philosophy to the Fashion lovers of Karachi as well. She is
becoming famous not only nationally but internationally also.

9.1 Vision
“she is one of the famous fashion designer in Lahore in the short period of time she got
famous because of its color scheme and comfort in dresses”

9.2 Mission
“Her mission is to bring comfortable/easy to wear outfits with an elegant Sensible feel”

9.3 Products
Pret collection
Formal
Bridal
Vintage

20
9.4 Exports
Currently she is running an outlet in Dubai so her major exports are in UAE and for her
outlet in fashion shows.

9.5 Imports
Although she always prefers comforts in dresses so for this purpose unique and
handmade raw clothes are imported from various counties which include Turkey and
Japan.

9.6 Branches

9.6.1 Lahore

19-C-I, M.M Alam Road.

+92-42-5871193 +92-300-9495300

21
10Demand Side
We have taken here top four boutiques which exist in the market of for the calculation of
market share we have sale figure which we have got through personal visit at Lahore
franchise and through telephonic interview as contacts are mentioned above. For this
purpose we have annual sale figure following in table each boutique and each branch.

10.1 Junaid Jamshed

BRANCHES ANNUAL SALE

(in rupees )

LINK MODEL TOWN 8000000

FORTRESS GROUND 15000000
M.M ALAM ROAD 12000000
DEFENCE Y BLOCK 5000000
IQBQL TOWN 8000000
T0TAL 48000000

10.2 Amir Adnan

BRANCHES ANNUAL
SALE
(in rupees )
SIDQUE TRADE 20000000
CENTER
DEFENCE 15000000
COMMERCIAL
AREA
TOTAL 35000000

10.3 Maria B
BRANCHES ANNUAL SALE
(in rupees )
DEFENCE “Y” BLOCK 25000000
GULBERG 12000000
TOTAL 27000000

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10.4 Hassan Shehriyar Yasin (HSY)
BRANCHES ANNUAL SALE
(in rupees )
M.M ALAM ROAD 30000000
DEFENCE “Y” BLOCK 25000000
TOTAL 55000000

MARKET SIZE = TOTAL SALES OF CONCERNED BOTIQUES

MARKET SIZE
48000000

35000000

27000000

55000000

TOTAL 165000000

As we have calculated market size by adding all sales of the selected four boutiques.
From the above figure we can say that our market size is consist on 165 million annually
for the city of Lahore only. By using figures we can calculate market share of each
boutique in Lahore city.

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10.5 Market Share of Junaid Jamshed Boutique
For the calculation of JUNAID JAMSHED boutiques we have annual sale figure and
market size also so the market share can be calculated by following steps.
MARKET SHARE = SALE OF JUNAID’S BOUTIQUE
MARKET SIZE

MARKET SHARE: 48000000

165000000
MARKET SHARE : 29%

NOTE: Market share of JUNAID JAMSHED boutique is approximately 29% in

Lahore.

10.6 Market Share of Amir Adnan Boutique

For the calculation of AMIR ADNAN boutiques we have annual sale figure and market
size also so the market share can be calculated by following steps.

MARKET SHARE = SALE OF AMIR ADNAN BOUTIQUE

MARKET SIZE

MARKET SHARE: 35000000

165000000
MARKET SHARE : 21%

NOTE: Market share of AMIR ADNAN boutique is approximately 21% in Lahore.

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10.7 Market Share of Maris B Boutique
For the calculation of MARIA B boutiques we have annual sale figure and market size
also so the market share can be calculated by following steps.

MARKET SHARE = SALE OF MARIA B BOUTIQUE

MARKET SIZE

MARKET SHARE: 27000000

165000000
MARKET SHARE : 16 %

NOTE: Market share OF MARIA B boutiques is approximately 16 %in Lahore.

10.8 Market Share of HSY Boutiques

For the calculation of MARIA B boutiques we have annual sale figure and market size
also so the market share can be calculated by following steps.

MARKET SHARE = SALE OF (HSY)BOUTIQUE

MARKET SIZE

MARKET SHARE: 55000000

165000000
MARKET SHARE : 33 %

NOTE: Market share OF HSY boutiques is approximately 33 %in Lahore.

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11Government policies
In reference to Pakistan the Boutique business is quite in vogue but has yet to be
formalized. The market of this enterprise is quite scattered and unorganized. There are a
few major players in Boutique business and these entrepreneurs have also taken an
initiative based on their caprice and experience in the field of fashion design. But
unfortunately there is no policy regarding to that sector by government of Pakistan
although this sector is contributing large amount in GDP and exports of Pakistan.

11.1 Obstacles
Lack of government attention and no proper policies regarding to that sector is the major
obstacle and no export facility has been provided by government.

12Conclusion & Recommendation

From all above we have concluded that boutique industry in
the growing industry in Pakistan and showing a positive trend
in economy and as our designer are so creative and versatile so
government should take some initiative for this sector ands
should provide some exports facilities and rebate in taxes.

13References

www.google.com

www.fashionpk.com

www.junaidjamshed.net

www.amiradnan.com

www.mariab.pk

www.hsystudio.com

www.hajrahayat.com

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