Lawn suits have been worn since ages as the best suitable summer apparel. Lawn fabrics are cool and breezy and come in a variety of prints and shades to suit the ladies taste. So summers without lawn suits are incomplete and unbearable. Especially in the scorching heat of the summer, this is the only fabric that bares comfort and ease. As fashion becomes a necessity for the common public, lawn prints have also become an important part of the fashion scenario.
Originally, this segment was ignored by the designers, who concentrated more on designing bridal apparel or party dresses worn on special occasions by the elite. Fashion was hence a trait for the elite class. But perceptions have changed as the common public becomes more and more about the fashion trends through media promotions and catwalks. Designers have also realized the immense potential in this area, which was otherwise hidden from their eyes. We now see a lengthy line up of branded lawns that are launched every season for the delight of the consumers.
The various brands have designers to create designer lawn suits for the public. Gul Ahmed and Nishat Linen have their own catalogue that displays their product in various styles to entice the public. These brands may have induced innovation into the designs, but they seem to be asking too much for their creativity. Initially lawn suits were introduced from the range of PKR 1000, but now these prices have soared to as much as PKR 7000! That is way beyond the pocket capacity of the middle class.
|Sana Safinaz||PKR 2390 to PKR 6,650|
|Khaadi||PKR PKR 2600 to PKR 6,400|
|Al karam||PKR 975 to PKR 4,250|
|Warda||PKR 1700 to PKR 4,500|
|Gul Ahmed||PKR 2,700 to PKR 7,000|
|Ittehad HSY Lawn||PKR 6,250 to PKR 7,000|
|Asim jofa||PKR 7,995|
|Zainab Chohtani Lakhany Textiles||PKR 5,850 to PKR 6,350|
Some of the designers have teamed up with the textile giants, for instance HSY collection with Ittehad Textile and Faraz Manan with Firdaus Lawn. A proportion of respondents regarded HSY’s collection a ‘not value for money’ and mentioned a few quality concerns as well. Asim Jofa’s lawn is being offered at PKR 8000! [junkie-alert style=”white”] This is way too expensive for a 10.5 meter suit. The designs may be appealing, but one loses heart at the price range[/junkie-alert]
Some of the designer lawns are unique in their own way such as, Kayseria and NL are preferred by women who like light and thin fabrics with a silky texture. Nishat Linen (NL) has a flexible sales model. Unlike other lawn brands, NL’s customers have the option of buying the materials in any quantity.
The prices are way too much for a casual wear lawn suit. Many people have lost their interest in the designer wear, as the designs are not too appealing and worthy of the costs being charged. Lawn suits are a profitable way of reaching out to the masses. But if the prices are kept this high, then only a small percentage of the public will be able to access the designer lawn. Many lawn brands such as Khaadi, are looking forward to expanding business abroad for more profits. Al-Karam and Gul Ahmed are already a popular brand in the UK and the Gulf states. But these brands should also reach out to the Pakistani public and should not ignore them in search of higher profits.
Although many industry observers state that the demand for lawn business is declining with every passing year, but this is not supported by the trend of a new brand emerging every now and then. Lawn business will remain active in Pakistan.