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Background

Fashion industry oI Pakistan has made quite a lot oI progress in just a Iew years. Ten to IiIteen
years Irom now, this industry was still unknown to actually exist to the masses.

Maria. B. is one oI the most well renowned brands oI Pakistan. A company Iormed to
revolutionize the tailor-culture oI apparel making in our society. Maria B. is a brand that reaches
to all sectors oI both the traditional and urban Iemale Iashion demand through a unique
combination oI pricing and the diversity in the Iashion liIestyles that she oIIers.

She is the only designer to have all the needs oI diIIerent segments oI the woman`s demographic
covered under one rooI. She has been adopted by the modern Pakistani women along with the
hip crowd as the latest cult label in recent years. This country previously never witnessed a true
international prt-a-porter collection beIore Maria`s inIamous 'Paris Collection in 2001. Her
clothes are a reIlection oI her own style.

Vision

Back then Maria`s vision was to become Pakistan`s Iirst International brand in Iashion` and she
had to start out in a country where her Iield oI specialization was nascent. Her unique selling
proposition and her individual philosophy has been in her words, to provide high Iashion with
aIIordability`. According to her, '10 years ago Iashion in Pakistan was in its inIancy. I was the
Iirst graduate Irom a Iashion school and my vision was to develop the ready-to-wear market. I
wanted to make Iashion accessible to women and not be a garage studio aunty designer making
bridals. I graduated with honours Irom college and decided to make a diIIerence. I went Ior
daring cuts, international silhouettes and incorporated the latest trends into our traditional
clothes.


Maria`s Qualifications

Maria went to St Joseph convent Karachi Ior her O levels and Karachi grammar school Ior her A
levels. It was either nuclear physics or Iashion designing Ior her; one choice was her patriotic
side, to help Pakistan, and also, she had a natural Ilair Ior physics and math. But in the end, her
creative side took over, and she decided to go Ior Iashion designing.

In 1994, she was oIIered a place at the prestigious St. Martin School oI Fashion in London but
chose to be at the Pakistan School oI Fashion Design where she went on to top Ior Iour
consecutive years. The staunch patriot deIends her decision back then saying, 'I wanted to stay
in my country and be close to the people and Iabrics I was to work with later. The PSFD was
also syndicated with the La Chambre Syndicale in France which is the best Iashion school in the
world, so I didn`t need to go elsewhere. For 4 year and 3 semesters each year, Maria topped and
became the Iirst gold medalist in her school. As she expressed her Ieelings by saying this, 'It was

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the best Ieeling to be in a place I was supposed to be!!! I loved every minute oI my work at
Iashion school. it was heaven!!!


Her brilliance maniIested while she was still in school. As a third year student in 1997, Maria
represented Pakistan along with some oI her batch mates at the prestigious Les Etoiles de la
mode` World Young Designers Award held in Belgium. Competing against 22 countries, Maria
Iinished among the top three in the Iinal world rankings. The Iive outIits she showed there were
according to her a symbolic representation oI Pakistan`s evolution over the last Iew centuries`.
One oI the jurists who had worked with Versace had commented that 'her portIolio was the best
he had seen in years. The dye oI her success was cast then, perhaps.

About this achievements she said, 'I got a lot oI conIidence Irom this award, and Irom then on, I
decided to do something big Ior Pakistan Iashion. The enterprising woman knew what she
wanted since the beginning.

Early days of Maria B.

Maria Butt grew up in Kashmiri household, both parents hailing Irom Kashmir. She was always
interested in Iashion, her mother`s wardrobe was periodically ransacked by her and she
remembers even cutting up a Iew oI her mom`s outIits. This, needless to say, her mother did not
really appreciate.

Fashion was always second nature to her; she loved prints, Iabrics and style even beIore she
could pronounce words, and glamour always had a special place in her hand. According to her,
she spent the most magical childhood in Quetta, her Iather served in the army Ior many years and
that contributed to her patriotic up-brining. In Quetta, being close to the mountains, rivers and
nature enhanced her creative capacities. In her adolescence, the Iamily moved to Karachi where
she did most oI her schooling.

She graduated with honours Irom college and decided to make a diIIerence. She went Ior daring
cuts, international silhouettes and incorporated the latest trends into our traditional clothes. It was
instant success MashaAllah. She became so conIident that she opened her second shop in
Karachi and that became a better commercial success than her Iirst shop in Lahore. The key was
to educate the clientele in Pakistan and it was not easy back then. There was no media exposure
and no FTV. The biggest hurdle was to train women to look beyond embellishments and Iocus
on trends and cuts that suited them. One success led to another and today Maria B. is the largest
retailer oI women`s designer wear in Pakistan.

That really is the core philosophy oI her business. 'We want to go into the international market
and prove ourselves as a Pakistani brand name. For her, Iashion is simply an extension oI selI,
an expression oI individuality, oI art and modernism. It has no borders or divides. It`s a passion
and it is a constant evolution oI society. It is transient and global. She changed the previous
'begum darzun (societal tailoring) culture and brought new horizons in the Iashion, rather the
apparel industry as a whole with her prt-a-porter collection oI exquisite and elegant dresses that

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deIined Iemininity with style. She believes that, 'Fashion today is not dictated to woman. The
modern conIident woman chooses what she wears.


Her success is phenomenal Irom a business point oI view. What started out ten years ago as a
shop in Lahore with 10 employees is now a million dollar company; the only Pakistani designer
label to have reached out to the maximum number oI women through its diverse product range,
aIIordable pricing and distribution across 4 cities in Pakistan with more outlets in the pipeline.

As a designer, she always Ielt her responsibility to translate and enhance each person`s natural
style into Iashion statements according to current trends. She believes in talent and dedication
iI a person is not talented enough or can`t make Iashion his or her liIe, s/he should be in another
Iield. She strongly suggests, 'Don`t be in Iashion because you want to be Iashionable or make
money-- be in it because you Ieel that you can contribute to it-- otherwise you`ll be just one oI
the thousands who have kaarigars (tailors) at home and think that they are designers!!

Leadership Style

She is a good team leader which is leading a group oI huge individuals Ior the smooth running oI
their business. She always takes care oI their employees, motivate them Iinancially and non-
Iinancially. As per the leadership type she is transIormational leader because she consults with
the employees about certain situations and designs. She has also empowered the employees in
some decision making areas. Her leadership style can also be examined through this situation
two years ago when a Iire broke out in her Iactory in the middle oI the night and within hours
reduced her painstakingly built labour oI love into smouldering ashes.

In a matter oI a Iew hours, stocks worth 5 million rupees were Iinished oII and in her words, her
entire liIe Ilashed beIore her eyes. But the Iighter in her soon took over. She says, 'My Iirst
lesson in all oI it was that this was a test and a reality check. I realized that I needed to be
grateIul to God Ior how successIul I had been so Iar. And that realization gave me a sense oI
Iocus that I could emerge out oI it stronger. AIter the Iirst Iew hours oI trauma and anguish, I
realized that I needed to be even stronger Ior my shocked workIorce that looked hopeless. The
stock had gone, the wedding season targets looked impossible, the inIrastructure was in a
shambles. Nevertheless, I maintained my desk right in the middle oI the entrance lobby
throughout the Iirst month that we worked Ior recoveries. I worked, ate, prayed right there, Ior
everyone to see that I was Iighting it out. Within a month we recovered our losses by working
immensely hard. We did not layoII anyone and in Iact awarded a pay raise even in those trying
times so that my staII Ielt motivated and they supported me through it unIlinchingly.

Maria has over a decade managed to set up the largest number oI retail stores selling high
Iashion prt at relatively aIIordable price all over Pakistan and sells to stores in USA, UK and the
Middle East. Her clothes cater to all occasions Irom casuals to Iormals and to all age groups Irom
teens to old age.




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ourney of success

Maria`s journey oI success started when she went to Belgium to participate in the competition oI
Iashion designing to represent Pakistan. Competing against 22 countries, Maria Iinished among
the top three in the Iinal world rankings. The Iive outIits she showed there were according to her
a symbolic representation oI Pakistan`s evolution over the last Iew centuries`. One oI the jurists
who had worked with Versace had commented that 'her portIolio was the best he had seen in
years.

Her success can perhaps also be attributed partially to her philosophy oI making high Iashion
aIIordable. She recalls how she used to Irequent a boutique in Karachi when she was in her teens
and Iound the clothes very expensive. Says she, 'The manager oI the boutique used to treat me
like a nobody because I couldn`t buy the stuII on my own. It really put me oII and I used to tell
my mother that I`d open a shop one day that would have clothes Ior everyone. That everyone
would be welcome in it. That is the culture she has tried to develop in her shops all over the
country. Her reasonable price ranges have attracted women Irom various demographics to her
clothes. In Iact women Irom the middle income strata preIer her lawn Iabric Ior its price and
quality.

Maria`s consistent triumph through her career is an inspiration Ior both business and Iashion
students. She has lectured Irequently on entrepreneurship at LUMS where the MBA students are
required to do a case study on her. She has also conducted workshops Ior PSFD students besides
being on PSFD`s Board oI Governors and acting as Jurist Ior the school`s events.

The label is internationally stocked in Manchester, Birmingham, New Delhi, Abu Dhabi,
Orlando, Washington, New York, New Jersey and Dallas. Maria B. is the only Pakistani
Designer Label with a Iranchise and store in London making it the Iirst Pakistani designer brand
to go international. Maria B. is also the only Fashion House in Pakistan that sells online and gets
shipping orders Irom as Iar as the Netherlands.

Recognized by BBC, in 2002, over a three month running program Ior Asian woman as the
preIerred label Ior modern proIessional working woman oI Pakistan, Maria B has been hailed as
the pioneer in redeIining woman`s Iashion modernity in Pakistan.

By the end oI 2006, she had retail reach to 5 outlets nationwide over Lahore, Karachi, Islamabad,
and Faisalabad. In 2006, Maria B. also launched her Iirst range oI accessories oI shoes and
handbags.

Recently MARIA.B rocked the ramp in Manchester with her exclusive Iashion collection...








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Maria B`s Strength

Maria B. has some great strength Ior the smooth running oI their business which makes her
business renowned a lot. Some oI the great Ieatures oI the Maria B. are given below,

Production Facility

With a vertically integrated production Iacility and over 100 skilled workIorces dedicated
to this section alone, Maria B has the largest production capacity which can produce
quantities oI high quality garments on time with lower costs. Other design houses only
have limited capacity to produce and increase production, whereas at Maria B we can
increase our output by 300 within one month`s period due to built-in spare capacity
available at the Iactory.

Finished product Inventory

Maria B possesses arguably the largest variety oI couture bridals compared to any other
Iashion designer in Pakistan. A bridals inventory is also present at all Maria B outlets in
Lahore, Karachi.

Customer Access/Product Availability

Maria B due to its large number oI outlets in the most exclusive locations (Karachi-Park
towers, Lahore-deIence &Gulberg, Islamabad-F-7 Markaz) possesses easy customer
access that competitors working Irom their private residence can`t match. The market
penetration and product availability is second to none.


Stock and Inventory

Maria B maintains raw material stock Ior an average oI 6 month period at all times. The
production cycle oI manuIacturing summer clothes in the winter months and vis-versa
requires the cloth to be purchased in this sequence production requires the garments to be
Iinished at least one month beIore sales requirements.

Market Edge in quality and Design

Maria B is renowned Ior its Iunky, hip and trendy casuals and evening wear and these
items Ily oII the shelI due to their high demand- our custom screen prints and
international version in terms oI trends and cuts add true value Ior our customer. Apart
Irom design the Iabric quality is oI the highest standard- we use the Iinest cottons and
khaddar, linens and chiIIons, skills and jamavars Irom quality producers who are well
known in the market. These two product lines Irom the core business Ior Maria B.




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Fabric & printing quality

Having to dedicate to launch with a bang, we at Maria B decided not to compromise on
printing and quality oI Iabric. Using premium yarn, the construction was 80*80 American
pima cotton, partially pre-shrunk and mercerized Ior luxurious hand Ieel. For printing,
Ilat bed and rotary machines were used with up to 9 color separations per design. A
revolutionary concept oI printed necklines and borders on Ilat bed machine which was
really appreciated by the consumers.

Location and premises

Maria B has the largest vertically integrated high Iashion garments production Iacility in
Pakistan. Spread over an area oI 1.5 acres and with a covered area oI over 20000 sq. Ieet
it is the most well planned Iacility oI its kind in the country.

Production capacity

At the present capacity Maria B produces 4000 garments on the average with the
available capacity to increase production 300 to 12000 garments per month.

High Performance Machinery

With a mix oI German and Japanese high speed sewing, over-locking and Iinishing
machines, we have assured quality, reliability and speed Ior the production oI all
garments at Maria B. there are almost 60 machines in the use with the Iollowing
breakdown.

Sales and inventory management

With advanced soItware tracking sales and inventory at the Maria B Iactory and all
outlets, our product distribution to seven diIIerent locations in the country and in the UK
is always on schedule and on time. Situated in a prime industrial area we have access to
world class courier and cargo services oI DHL, FedEx etc. which ensures shipment
schedules are met with ease.

High Speed Internet Connectivity

With a high speed internet connection, we are always able to communicate online
through email or other communication soItware`s. Our Iacility also possesses 24/7 phone
and Iax Iacilities to make communication s easier with all clients. Our vertically
integrated production Iacility includes,
O Raw material department
O Cutting department
O Accessories dept.
O Proto department
O Stitching dept.

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O Machine embroidery dept.
O Dyeing dept.
O Screen printing dept.
O Ironing dept.
O Quality check dept.
O Finished dept.



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Future challenges

In Pakistan, the Iashion industry is Iull oI risk due to some reasons like religious, cultural etc. but
Maria B. reduces all these risks due to their design philosophy. Their dresses are a mixture oI
local and western trends which attract the huge audience. But keeping these things in mind, no
one neglect the Iuture challenges that have to Iace everyone but diIIers Irom organization to
organizations. Some oI the important Iuture challenges that would be eIIect the organizations
capability are given as below,

O Huge competition
Severe competition is always a great challenge Ior the company. As the number oI the
Iashion designers increases day by day. So it aIIects the overall sales as well as
revenue. So to overcome this situation she always ready to give something new,
diIIerent, innovative that again captures the market, and it is the best strategy Ior the
survival.

O Due to political situation, exports reduces
Political situation is always a great threat Ior the businessman, like as the political
situation changes; there comes the instability in the market that aIIects the business.
In Pakistan Iashion industry is not so popular due to lower income level, so the
business runs due to export, on the other hand the political situation is instable, and
it`s really diIIicult Ior the business to grow.

O Financial crisis again
As per some Iinancial analyst, the Iinancial crisis coming soon in a near Iuture, which
ultimately eIIect the businesses. So it`s always a great challenge Ior the business to
have such type oI strategies to save them Irom such a huge Iinancial crisis.

O Huge capital for expansion
As the philosophy oI Maria B. is to target middle class audience, so Ior that she has to
increase the number oI outlets in Pakistan and Ior that she has to invest more and
more to capture a huge audience. So huge capital is also a great challenge Ior her in a
near Iuture iI she is willing to expand the business.

O ew entrants
New entrants are always big threats Ior the company because they also try to capture
your target audience and some oI your customers switch to them, so it is always a
great threat Ior the company. For this company should always give something unique
to the customers that they become loyal to the company and don`t switch to the new

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companies. For this the company should always have great observations on the
customers behaviors to judge their current needs and most probably the Iuture needs.

O Expensive raw material leads to the expensive product
The philosophy oI Maria B. is to provide aIIordable dresses Ior women, but due to
Iinancial crunch and inIlation, the prices oI raw material is going too high which
ultimately increases the production costs and the dresses become expensive ones. So
this is big challenge Ior the Maria B. to design such ways which reduces the costs to
maintain her worth in market.

O %hreats from suppliers
Suppliers are a great threat Ior the company because the raw material is provided by
the suppliers and iI they go to increase the costs, you ultimately have to think a lot to
overcome this. So Ior this she should always have good relations with their suppliers
Ior the smooth and eIIicient running oI the business.

O #ivalry
There are some great players in the market like Deepak Perwani, HSK, Amir Adnan,
Nomi Ansari etc. which are also providing a great quality to their customers. So
actually they all are the rivals oI Maria B. and this rivalry will go more severe in
Iuture due to market. So she should have to think some about this that how she can
manage the Iuture rivalry situation. What would be the appropriate tactics Ior them?

Suggestions and #ecommendations

As there are a lot oI Iuture challenges Ior the Maria B. but as per our group research we make
some suggestions Ior her to use them Ior the growth oI the business.

O As targeting middle to upper class, need to expand more
As the philosophy oI Maria B. is cater the middle class and she is currently making a
huge number oI dresses Ior the middle class but she has only 10 outlets all over which
is too much low. As per our suggestion she should have to expand too much or
increase the outlets to all over the Pakistan.

O &se customization technique online
This is an internet age; people don`t have enough time to go to the shop and select the
design and then purchase it. They preIer to purchase it on net and now the age is
coming that people like to customize its dress online like dell is oIIering customize
your laptop online as per your requirements. So as per our suggestions she should
launch such online technique to capture a huge audience Irom Pakistan and also Irom

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all over the world. And due to this the revenues increases and diIIerent type oI cost
will be going to reduce.

O More shows on international, enhance exports
Maria had some shows internationally and she has a great name so she should
organize more international shows to increase the order which ultimately increases
the revenues.

O Launch the men`s wear
Currently Maria is catering only women and making handsome proIit but as she is
more creative and innovative she should also come Ior the men`s wear because men`s
are also going trendy Irom Iew years, so it`s a great opportunity to capture.


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#eferences
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O hLLp//sLyleablazecom/fashlon/deslgners/lLsmaflafrommarlab/
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