FAISALABAD: With the advent of summer, the demand for lawn fabric is becoming the main revenue generating source for the textile industry and retail traders.
The increasing growth of the middle class leaving its footprints on the domestic market is exhilarating for industrialists and traders who are excited about the prospects of lawn.
In Faisalabad, many new shopping malls have textile millers and investors starting their own chains, offering various brands to attract customers that have ensured handsome returns.
Many celebrities have also caught up with the trend and have launched their own brands to cash from the situation.
The price of an ordinary lawn suit is around Rs1, 000. If customers opt for a branded product, the cost ranges between Rs3, 000 to Rs10, 000 depending on the quality, design and name of the brand.
Just a few years ago, lawn was being sold in the causal cloth markets but recent developments in the fashion industry have put lawn into the big market to capture the consumer requirements.
To fulfill these requirements, malls around the city are trying to capture the market through hefty investments.
Lawn is a light cotton fabric and its demand is increasing as women switch to the cloth to beat the heat, according to consumers.
The textile industry launched a variety of new brands through aggressive marketing campaigns. Millions of rupees have been spent by the clothing industry for creating demand for their products, said a lawn manufacturer while speaking to The Express Tribune.
Faisalabad, the textile hub of Pakistan, has approximately 400 mills that manufacture this fabric. Most manufacturers have hired designers to create new lawn designs.
The lawn market has been expanding since the last five years. Every year, sales grow by around a quarter, said Mubashar Ali, who deals with the lawn fabric in Faisalabad. Ali added that the rising sales were due to creative designs and the massive advertising campaigns.
Every year, summer is providing handsome earnings to the traders and millers. Most players in the textile industry agree that aggressive marketing campaigns by competing companies indicate a new focus on the growing domestic market, he added.
Published in The Express Tribune, April 11th, 2014.
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