Rang Ja in UK

Pakistan has always been known for its textiles, high quality manufacturing infrastructure and
production at par with international standards. However, Pakistani brands/labels have never
managed to gain international recognition – which can be attributed to multiple factors
including scope of local manufactures, limited capacity of fashion entrepreneurs and overall
lack of knowledge of fashion marketing and access to international markets.
That said, some local fashion brands have recently seen success in establishing themselves in
the international market. One such example is Khaadi which has opened a flagship store in
London which shows great potential for Pakistan origin labels making it big in the European
markets. Khaadi currently has 38 stores in Pakistan and 10 stores abroad in global cities like
London, Dubai and Kuala Lumpur.
With the right kind of market intelligence and skills the Pakistani fashion industry can create
a mark for itself. For any other local brand Khaadi’s success story and business plan is the
way to enter the global market.
Ranj Ja Segmentation, Targeting and Positioning
Pakistan
Like Khaadi, Rang Ja is a high-end fashion brand in Pakistan which offers high quality and
high price womenswear. Its target base is customer with high purchase power. Like any other
brand, the market segmentation for Rang Ja in Pakistan can be divided into five categories:
Segment who wants stitched clothes
Segment who wants unstitched clothes
Segment who wants eastern clothes
Segment who wants western clothes
Segment who wants accessories
Located in the centrally in Karachi, Lahore and Islamabad Rang Ja targets customer base
from medium to high income groups.
United Kingdom
The United Kingdom forms a significant part of the European fashion market. In 2014, it
accounted for 19.1 percent of the European fashion market. Only Germany made up a larger
share, accounting for 19.8 percent of the European fashion market. Italy was the next closest
by market share, making up 16.7 percent of the European fashion market.

UK’s apparel retail market was also the second most valuable in Europe. Comprising of local
and international stores. Its retail apparel market was valued at 680.71 billion U.S dollars,
compared with 734 U.S dollars in Germany. The Italian apparel retail market was valued at
433 billion U.S dollars in 2014.
The import value of the apparel market has been ever since increasing from all the continents
with Asia being the biggest contributor. In 2018 approximately 11,000 million British
pounds’ worth of clothing was imported into the UK from Asia and Oceania.
from 2005 to 2018, based on volume. Over the period in consideration, purchases increased
annually, with UK households purchasing approximately 68.91 billion British pounds’ worth
of clothing and footwear in 2018 alone.
From the statistics above we understand that the huge apparel market in the UK is growing
annually in terms of value, consumers and new entrants. With the highest volumes of import
from Asia it gives confidence to brands in Pakistan to revamp their business models and
make way into the global market.
Rang Ja must follow Khaadi’s business model for its target market in UK.
Targeting globally in Europe means targeting a mass read-to-wear western fashion market.
Hence, Rang Ja will redesign its market segmentation into three segments:
Segment who wants stitched clothes
Segment who wants western clothes
Segment who wants accessories
Rang Ja will not be just targeting the Asian communities in UK. In order to expand and
survive in the market a fusion of cultural and western centric line would be introduced. With
the store location to capture the western communities attention.

Khaadi did not just introduce its existing ethnic line abroad, aiming at Pakistani and Indian
consumers located there rather it evolved its line to have much wider reach. Not only that, but
in order to not restrict their consumer base to just the South Asian diaspora the stores have
also not been located in places that are populous with that ethnic group. This drive to
continuously adapt has propelled Khaadi in to the global market.

It introduced its line “Khaadi West” which consisted of tops that could we worn over jeans,
incorporating its signature design into western styling. In 2017, Khaadi launched its Chapter
Two, taking it back to its initial philosophy of handloom design, creating simple, handcrafted
designs made in nonconventional contemporary styles, with comfort being a primary
consideration. This new line, which took the fashion world by storm, is aimed to appeal to a
much wider ethnic market.
Reference
https://customers.microsoft.com/en-us/story/khaadi-retail-azure-dynamics365-retail-powerbi-
office365-pakistan
https://www.britishcouncil.pk/programmes/arts/architecture-design-fashion/fashion-dna-
pakistan
https://www.iba.edu.pk/KhaadiTourReport.php
https://www.statista.com/statistics/294280/import-value-of-apparel-and-clothing-
accessoriesr-by-continent-in-the-united-kingdom-uk/
https://innovatepk.org/2018/06/19/reaching-for-the-stars-khaadi-goes-global/