Nishat marketing segmentation:

Without any doubt the target market of Nishat Linen comprises of customers who have a
distinct set of demands where they focus on product uniqueness, quality and design which would
set them apart from other females. From housewives seeking to impress others through
impressive kitchen and bed linen to socialites and professionals with a sophisticated and
exclusive sense of dressing, Nishat is very successful as it caters to a privileged market segment
that can pay for high quality and style.

Nishat is now just not a store anymore, rather the outlets are something to which the customer
can relate to and would feel comfortable in revisiting it if need be. Their brands reflect a certain
image and class to the consumers who buy the products to enhance their already groomed
personality.

Nishat offers to satisfy very specific needs of consumers with their vast range of products.
They have targeted various different segments on basis of gender, age, profession, lifestyle, and
preference. Their segmentation is as follows:

Multifaceted, style conscious women that aim to be at the zenith of high fashion
correspondingly benefit from Nisha – the clothing line for women that was launched in 2004.
Based on a wide variety of fabrics including lawn, chiffon, voile, karandi, linen, khaddar, satin
etc; it caters to every fashion whim of women.

Distinguished men want clothes that reflect sheer masculinity and elegance yet can be worn
with ease and comfort any time of the day. Corresponding benefit is in the form of Naqsh – the
clothing line for men. Loose fabric as well as ready to wear shalwar kurtaz for all occasions that
are casual yet unique.

Housewives, kids, brides-to-be want to be able to express style and individuality while
decorating houses. This translates into the ability to stylize kitchen, bedrooms, living rooms etc;
to be able spruce up any room. A wide variety of Bed and Kitchen linen and accessories with a
new collection every season satisfies this demand. Caters not only housewives seeking
comfortable bedding and kitchen accessories, Nishat has a linen range exclusively for kids and
brides-to-be, hence providing a complete home care solution for every life cycle stage.

Trendy teenage girls who aspire to be recognized as a fashion diva, benefit in the form of
fashion accessories ranging from bags, clutches, bangles etc for teens on the go.