INTRODUCTION:

There has been an immense competition prevailing in fashion retail brands in Pakistan for the
last few years. Khaddi, Sana Safinaz, nishatlinen, Sapphire, Gul Ahmed, Alkaram, Sana
Safinaz, Khaddi, J., Bonanza Satrangi, Sohaye, are the most common names in market. These
fashion brands have created a great influence in the people minds regarding clothing. The
perception of people has also changed due to the growing awareness created by these brands.
The changing lifestyle of the people and high spending on consumption are the key factors
which makes these brands prosperous. There are many other factors which plays a vital role
in the interests of people in branded cloths. The value creation and the optimum quality
provided by the these brands makes a first choice of customer and in return people spend a
huge portion of their earnings. The strong brand equity of these brands attract the customers
and creates a beneficial relationships between them. These brands fulfill the needs of high
quality fabric of the customers at affordable prices and provides satisfaction and in return
gain the trust of their customers. It is usually considered that the target market of these brands
are the rich and upper section of the society who spends money on luxurious items, but in
current situation this statement is not true and a major section of the upper-middle and middle
class of the society spends on these fashion brands.
These brands provides the delight and the satisfaction to customers and in return achieve
brand loyalty. The exquisite designs and beautiful look of the fashion branded cloths gives
the solution of customers party wear, formal wear, and for any occasions event dress. The
positioning of the name of these brands through wide variety of dresses and availability at the
multiple retail stores in the same city makes ease and comfort for the customer.
Gul Ahmed is one of the pioneers of textile sector in Pakistan. Gul Ahmed began their
journey in textiles in 20th century. In Pakistan Gul Ahmed started its operation in 1953 and
initially registered as a private limited company. In 1970 the company transformed into a
public limited company. In Pakistan Stock Exchange (PSX) the shares of Gul Ahmed are
traded under the name of GATM. Gul Ahmed typically manufacturers cotton yarn, finished
items, and apparels. Further in 2003 Gul Ahmed entered into retail sector and created its
brand under the name of Ideas by Gul Ahmed. Currently Gul Ahmed has a wide network of
retail stores across Pakistan. Gul Ahmed deals in a variety of products ranges from Women
stitched and unstitched fabrics, bedsheets, cushion covers, pillow covers, rugs, curtains,
towels, bathrobes and accessories including ladies bags, clutches, footwear. Gul Ahmed also
provides solution of men fabrics and offers diversified eastern and western clothing.