Abstract:
The research study aims to dissect the brand equity of female fashion designers clothing
in the context of Islamabad. It is evident that in Islamabad, women incline to purchase
fashion designers clothing while dropping out all the topical high street fashions without
any rational reasons. Hence, this research strives to discover the warrants or rationale
behind women behaviour of making their march towards fashion designer clothing; so
that it paves the way for making a concrete judgement on women buying behaviour in
Pakistan.
When it comes to predilection of Islamabad women, they are accustomed to prefer
fashion designers clothing by virtue of its quality, uniqueness, design, variety and all
other host of reasons. There was no erstwhile theory available which explore the reasons
behind such behaviour of women in the context of Pakistan. On that note, this study is
conducted to unravel the drivers behind female patronage of designer clothing in
Islamabad.
To rise to the occasion, fifteen in-depth interviews are conducted under the aegis of
intimate professionals who have been around the ridges when it comes to designer
clothing widespread influence on the turf of Islamabad. All of the interviewees shared
their sagacious insights on the research topic with the intention to cast useful contribution
into the research study.
The research study surceases with useful insights and surface multitude of ways to pin
down the female tendency towards fashion designer clothing and also indicate many
important facts and figure which pave the way for prospective researches in relation with
fashion clothing in Islamabad.
