Junxion Lawn has launched its summer collection with at least some attention this year at a local hotel. With blue being the most used colour, the lawn stands out with its colourful bright prints, soft fabric and floral designs. However, these features failed to attract women .
The collection comes from Al Abid Export, a company that has been in the upholstery and textile business for almost 40 years.
Priced at Rs2,100 with 10 designs and two colour variations for each print, the three-piece suits remain true to the conventional lawn concept by featuring no embellishment or embroidery.
Not a single female customer could be seen at the venue at what is supposed to be the ‘peak’ time. It seems that either these women are done with the lawn shopping for this season or the obsession with brands has gone viral with the entrance of the country’s ace designers joining the lawn industry.
Another reason behind Junxion’s misfortune could be the fact that the brand has not invested much in advertising. Junxion lawn had a few billboards but did not bring out a catalogue.
Speaking to The Express Tribune, Arshad Qureshi, the administrator at Al Abid Exports, said: “I visited a lot many exhibitions this year, but what we are offering is the best quality of lawn this season.”
Commenting on the pricing strategy, Qureshi said: “Our prices are low as compared to other designer lawns this year. The middle class can easily avail the opportunity and buy the product. The prices do not include the 17 per cent GST. We ourselves are paying tax rather than making our customers take the hit.”
Talking about the response from the customers, Qureshi said: “It was a normal response that we have received so far and our fabric quality is guaranteed.”
Published in The Express Tribune, April 01st, 2011.
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