FASHION TRENDS AND ITS IMPACT ON SOCIETY

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Nimra Shazadi

Abstract

The purpose of this study was to explore the women’s perceptions towards branded clothing in Pakistan. Survey methodology was used to collect the data and a total of 200 women from posh localities were interviewed for their perceptions towards brand clothing. Exploratory factor analyses were used to measure the results, four major factors were extracted, Status, Traditions, Quality and Values. The findings point to various marketing implications for managers and designers of branded clothing.

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