How can a new Pakistani fashion product line be converted into a brand in the Sultanate of Oman

Abstract

A number of different types of dress designers and clothes brands have entered the global and local market as there is an increasing trend towards purchasing branded products and looking good has become a necessity. Starting a clothes business in the Sultanate of Oman is a good opportunity to launch a ladies clothing line because of the reasons that are given below. At present there isn’t a mature industry of Omani textiles. There are local designers but not in the department of handmade embroidered and beaded clothes. Nawal al Hooti, Amal Al’Ra’aes, Hanaa Al Waha, Dar Dibaj, Amal Al Jamali, Khadija Al Shebani and Anisa Al Zadjali are six credible Omani fashion designers, Nawal, who showcased her Abaya collection at the Muscat Fashion Week February 2011, Amal and Hanaa who specializes in traditional Omani clothes, Dar Dibaj, Amal Al Jamali, Khadija Al Shebani, Anisa Al Zadjali who also presented their creations at the Muscat fashion week 2011. However, their style of clothes is quite different. The fashion brand intended to be launched will specialize in delicate embroidery and beadwork that none of the designer possess at this moment. It can therefore be concluded that space and opportunity exists to introduce this new clothing line because it has the ability to succeed. Many foreign companies have now entered the market to provide the customers in Western wear, which the young generation has become quite accustomed to. However, it was researched, that hardly any company is offering their customers a full range of embroidered and beaded products in Omani wear. Pakistan is very well known in this field with brands like Bareeze, Fashion Ka Ghar and Mohsin Sari House. Therefore, Pakistani clothes have potential of becoming an export worthy brand item for Oman. Pakistan is endowed with abundant resources but has not been exploited to the optimum level. This large resource base can be used to launch many different types of clothes each catering to a new market segment. Since the Omani Riyal is very strong it will have huge returns once it attains success. This research will analyze the brand building strategies, various ways businesses were established and how their brand developed. Using this analysis, and inputs from findings of the research conducted, a strategy would be formed to build the clothing brand.

Rationale of the study: This research is significant because it analyzes the different brand building techniques and strategies to build a strong fashion brand in the Sultanate of Oman. The demands and preferences of the women living in Oman were analyzed so that the appropriate strategies are made. Without understanding the culture, the preferences and the values of the Omani society, it is difficult to develop the correct strategies. Therefore, this research was conducted and will assist in the development of a strong fashion brand.