Eid shoppers strive for balance between fashion and affordability

Women buyers prefer ready-to-wear as purse strings loosen in the final third of Ramazan

KARACHI:

At the popular Jamia Cloth Market in the heart of the city, young professional Nimra Fatima says that getting clothes stitched used to be an economical option. “Now only the rich class can afford to buy fabric, get it embroidered, buy laces and then get it stitched,” she said.

She is among a horde of buyers who have started descending on the markets and bazaars across the city that always witness an uptick in football in the final third of the holy month of Ramazan with the festival of Eid round the corner.

Previously, Nimra would spend time thinking up a unique look, exploring options of style and embellishments. This year, though, she had to mix it up and is getting a dress off the rack as well to bring down the cost.

There has been a clear preference for ready-to-wear clothes as opposed to unstitched fabric due to considerable increase in prices of material, cost of labour for stitching, etc. at a time when the country is dealing with record-breaking inflation.

Moreover, Nimra finds shopping for ready-to-wear easy and can also do it online. She says brands introduce new designs before Eid, and their cheaper alternatives and duplicates appear in the market shortly after as well.

“Light-coloured clothes have the advantage that they can be used in the office as well,” she Nimra said. “Better to use these clothes rather than have them stored in the closet.” Farwa Waqar was hunting for her Eid clothes at a popular mall in Gulshan-e-Iqbal. She intended to buy three suits, one for each day of Eid. “But after spending a whole day, I found only one suit. It costs the same as the budget of my three dresses.”

Earlier, a three-piece suit (kameez, shalwar, dupatta) was available for up to Rs2,500 but now it is available for Rs3,500, she continued. “Due to inflation, this time it is difficult to buy even for the second day of Eid.”

Rashid, who sells ready-to-wear dresses for women on Tariq Road, said that despite the inflation, the demand for his wares has increased. He agreed with the assessment that light-coloured dresses were the preferred pallet this year among buyers. He added that this time around, the bargaining had increased in intensity.

He said one of the reasons for rise in demand for ready-to-wear clothes was that popular brands were losing their quality and weren’t offering creative news designs. “They are selling old designs at double the price.” Palwasha, a university student, says ready-to-wear save time and energy. “You don’t have to go get the fabric stitched or constantly ensure that the tailor has not ruined your dress. In case he does, you really have no option.”

She says she could buy a ready to wear dress for as low as Rs2,500. “An unstitched dress is gona cost at least Rs2,500 for fabric. There is Rs1500 for stitching and then other embellishments. The price goes upward of Rs4,000.” Noor Bano, a resident of FB area, was in the bazaars and markets of Hyderi and was very clear about what she wanted. “I am more concerned about discount than fashion.” She said that decent quality ready-to-wear clothes were available at affordable prices on roadside stalls. “The prices in the shops inside the mall are very high. The clothes at the small stalls is what I can afford.”

Inflation had made a major dent on her earnings and the shopping was going to eat into her savings. “After shopping for children, I will buy one pair of clothes for myself.”

She said she had gotten traditional clothes for the first day of Eid so that children can get familiar with their culture from an early age.

 

Published in The Express Tribune, April 17^th, 2023.