LITERATURE REVIEW

PREFERENCE OF PRETWEAR AMONGST UNIVERSITY GOING FEMALES OF KARACHI
TEXTILE INSTITUTE OF PAKISTAN Page 1
ACKNOWLEDGEMENT
First of all we would like to thank Al mighty ALLAH whose grace made us enable to
carry out this project. For sending us all these great people and allowing us to do this
study. He blessed us with all that we have needed-the intellectual talent, the supportive
faculty and family and the fortuitous resources- to accomplish this task.
We would like to express our deepest appreciation to all those who provided me the
possibility to complete this report. A special gratitude we give to our final year project
supervisor, Sir Fariq Mukhtar, whose contribution in stimulating suggestions and
encouragement, helped us to coordinate our project especially in writing this report.
Furthermore we would also like to acknowledge with much appreciation the crucial role
of the participants in the research who provided us with their time and cooperation. Last
but not the least; we have to appreciate the guidance given by the panel members
especially in our poster presentation that has improved our presentation skills as well as
directing to the right path during the entire research process. Thanks to their comments
and advices.

INTRODUCTION

The ready-to-wear segment refers to men and women’s clothing made in a factory setting
as opposed to by hand, sold finished and in standardized sizes. The democratization of
couture by Yves Saint Laurent prompted the subsequent offering of this clothing
segment. The title ready-to-wear-was first used in the late 1950s and even today has
many differing connotations. Luxury brand designers produced ready-to-wear garments
for fashion houses, often as a secondary collection after couture. Ready-to-wear
constitutes the modern design wardrobe. In France, ready-to-wear apparel is protected by
the associate bodies the Chamber Syndicale du Prêt-à-Porter des Couturiers et des
Créateurs de Mode and the Chambre Syndicale de la Mode Masculine, for women’s wear
and menswear, respectively. In other words, you view them in a store, purchase them,
and you are then ready to wear them. They are off the rack, high quality, garments that
are NOTmade to measure. We now take for granted that we go to a department store or
boutique and buy clothing in just the size we need. Ready-made clothing is, however, a
product of the industrial revolution of the 19th century. Until the mid 19th century,
garments were sewn by hand for an individual, be it as simple wool shirt or an elegant
gown. But the mass manufacture of the sewing machine beginning in the 1850s changed
everything. However men’s clothing was the first to be industrialized since fashion in
menswear remained fairly consistent for long periods and thus could be easily adapted to
mass production. Although New York was an important center for the men’s clothing
industry, other cities, notably Chicago, Philadelphia, Rochester and San Francisco, were
competitors.
It is a little known fact, but Paris Ready-to-Wear, as we know it today, was started in the
late fifties by a beautiful brunette Balenciaga model named Emmanuelle Khanh.
Emmanuelle said, "Today's fashion is not Prêt a Porter but Prêt a Montrer (It is all
show)."
In 1957 Emmanuelle and Christiana Bailly met as they modeled in the top haute couture
houses. Wanting to outdo the other models and wear more nouvelle clothing,
Emmanuelle had a dress maker create a low cut cotton culotte’s dress that caused a stir on
the Faubourg St. Honore. With the backing of Boussac, the French cotton fabric king,
Emmanuelle and Christiana presented their first collection in 1959. They showed modern

sportswear; culottes, long droopy collars on tops; shorter, easy bias skirts; and by using
menswear fabrics for women such as Harris Tweed, they made fitted soft dresses and
jackets with a brand new early sixties look. Fashion in the late fifties had been stiff and
boxy. This new look of soft, clingy, easy to sew fashion became big hit among young
post-war Parisian’s.
Until the late fifties, clothes in France were produced by small companies for the
department stores Prisunic and Galeries Layfayette without designers, often produced
near Lyon where the fabrics were made but this was not fashion clothing -- just clothing.
Fashion was only presented in the twice-yearly haute couture presentations in the
showroom of each house.
The first ready-to-wear fashion shows were silent, somber affairs in art galleries,
restaurants, clubs. It would slowly become show biz when my press pal, Yanou Collart,
surprised Paris with live music and live tango dancers at my first solo fashion show in
the Salle Wagram. Marlon Brando comically danced the tango in the sexy movie
classic, The Last Tango in Paris. We served butter on every table and shortly afterwards,
Paris loosened up. Others followed until today.
READY TO WEAR CLOTHING IN PAKISTAN
Ready to wear clothing started in Pakistan around few years back when the fashion
industry took it to the new level. Before that there were brands and locals as well who
were just offering the unstitched fabric and the old tradition of custom made clothes by
tailors was popular, thus there was no such concept of prêt wear. But gradually the
fashion industry brought this change and the designers and brands started to adopt it.
They started offering ready to wear clothing by making retail shops in every area, making
it accessible to the people. As the concept of prêt wear was new to the people of Pakistan,
they started advertising their products through different channels to make people aware of
this new fashion trend. Firstly they targeted the teenage people and now slowing they are
moving towards other age groups as well. They are offering a wide variety of high end
products that are expensive. The collection of ready to wear comes season wise such as

spring summer and autumn winter. Most of the brands even introduce 2 to 3 new designs
every week to give variety and maintain competition.
Moreover the manufacturers are trying g their best to bring this concept of ready to wear
clothing to more and more people everyday therefore they are now also participating in
the fashion weeks and showcasing their collection and designs to give a broader view of
how their clothes will look on the body, attracting people towards their prêt line.
TOP 10 BRANDS OF PRETWEAR IN PAKISTAN
 KHADI
 NISHAT
 J.
 GUL AHMED
 CAMBRIDGE (ZEEN)
 THREDZ
 BONANZA (SATRANGI)
 OUTFITTERS(ETHNIC)
 GENERATION
 EGO
In high-end fashion, ready-to-wear collections are usually presented by fashion houses
each season during a period known as Fashion Week. This takes place on a city-by-city
basis, and the most prominent of these include London, New York, Milan, and Paris, and
are held twice a year-the Fall/Winter (FW) shows take place in February, and the
Spring/Summer (SS) collections are shown in September. Smaller lines including the
Cruise and Pre-Fall collections, which add to the retail value of a brand, are presented
separately at the fashion designer's discretion. Ready-to-wear fashion weeks occur
separately and earlier than those of haute couture.
Also, ready-to-wear is sold through numerous retail channels controlled by the brand,
generally, through brand owned and operated boutiques, exclusive distribution, and

selective distribution i.e. Directly Operated Stores, high-end Department Stores, Premium
Outlets, ETailing on the brand website, or other e-commerce platforms such as Net-a-
Porter etc.
This study is to find out the potential of prêt wear amongst the university going girls
whether they like the new trend of prêt wear and what are the factors behind their liking
and vice versa. The research question is “IS THERE A PREFERENCE OF PRET
WEAR AMONGST FEMALE UNIVERSITY STUDENTS?”
OBJECTIVES
1. To identify the market potential of prêt wear amongst female university
students.
We aim to find out if the university female students consider purchasing prêt
wear. If, they do, then what’s the percentage of such female students? What are
the factors which propel them to make such purchase and what factors create a
barrier for them, not to make the purchase. Is there any chance of prêt wear in the
market to grow or not? As fashion industry has went through many changes this is
one of the changes that we see in the industry that people are accepting prêt wear
.It’s important to know till what extent female students are attracted towards the
prêt wear. Colorful embroidery and interesting color pallets is inn these days. Is
this persuasive trend the reason of its fame?
2. What are the Factors which contribute to the preference of prêt wear?
We want to find out the factors that actually make people to buy prêt wear or
factors because of which people don’t buy prêt Another objective of our
research is, if female students prefer prêt wear, so what is the main center of
attraction in prêt wear for them. Either they are attracted by the sizes? By the
finishing of the garment? By the cuts? By the design line? Or by the prints? So
that this research will be helpful for the upcoming brand launchers to have an idea
of the demand of female students towards prêt wear.

3. Identify the segment/social class which has a preference to wear pret.
Like it is grasped upper class are able to buy kind of high priced prêt use garments
often, whereas middle class are able to invest in these kind of prêt use from time
to time. So below we have to realize that which sociable course basically would
rather invest in this kind of prêt use and what factors make them make the
purchase.

LITERATURE REVIEW

Fashion is important because it is almost everything. (Alfred H. Daniels 1951). Given the
broad presence of fashions influence, there are many factors identified by the different
research’s which acts as an influencer to people when it comes to adopt fashion trends.
Fashion trends changes very frequent and people are prone to adopt this change as they
wanted to be fashionable and in style.
HISTORY OF READY TO WEAR CLOTHING
The phrase ‘ready to wear’ is a translation from the French term ‘pre-a-porter’ and can
also be known as ‘off-the-peg’ or ‘off-the-rack’. According to the American Heritage
Dictionary of English Language, there are two things that make a clothing item a ready-
to-wear item – standard sizing and finished to be worn.
THE BEGINNINGS OF READY-TO-WEAR MENSWEAR
In the early 1860sin France and the United States, the style of menswear began to change
from close fitting, custom tailored clothes to more loose fitting, ready-to-wear clothes.
New technology allowed manufacturers to mass produce large quantities of standardized
clothing, and a shift in the social stigma of ready-to-wear clothing helped turn the tides
toward more mass-produced clothing. The real turning point in the history of mass-
produced clothing, however, came with the American Civil War. When the war began,
most clothing, including soldier’s uniforms, was still custom-made in homes or small
factories. As the war progressed and the demands for uniforms increased, manufacturers
expanded their operations to larger factories in an effort to efficiently meet the growing
demand for uniforms. Along with the expansion of factories, manufacturers realized that
using individual measurements to produce uniforms was timely and costly, and they
would be able to produce more uniforms if they could use standardized sizes.4
Before manufacturers could begin mass-producing clothing according to standard sizes,
they had to study and evaluate the measurements of soldiers to find general sizing trends
to use as guidelines for their sizing system. Their evaluations revealed certain sets of
measurements that reoccurred on a regular basis. These reoccurring measurements were
used to mass-produce ready-to-wear uniforms in a few general sizes, which were then

shipped off to soldiers. When the Civil War ended, the measurements used to mass-
produce soldier’s uniforms carried over to the general public market and were used to
create a commercial sizing system for men’s clothing.
READY TO WEAR WOMENS WEAR
In the early 19th century, women's fashion was highly ornate and dependent on a precise
fit and ready-to-wear garments for women did not become widely available until the
beginning of the 20th century. Before, women would alter their previously styled clothing
in order to stay up to date with fashion trends. Women with larger incomes purchased
new, fully tailored clothing in current styles while middle-class and lower-class women
adjusted their clothing to fit changes in fashion by adding new neck collars, shortening
skirts, or cinching shirt waists.
The widespread adoption of ready-to wear clothing reflected a variety of factors
including economic disparities, a desire for an independent fashion industry, and an
increase in media attention. America faced multiple depressions and fiscal turmoil in the
early 20th century and the demand for affordable and fashionable women's clothing
sparked designers and department stores to manufacture clothing in bulk quantities that
were accessible to women of all classes and incomes. In addition to that, a designer may
already have invented ready to wear clothing during that time but was never recorded.
Women’s clothing continued to be custom made for a long time after men’s clothing was
mass-produced in ready-to-wear styles. There was no need for mass produced women’s
clothing for war uniforms, so there was no rush to create women’s clothing in ready-to-
wear standard sizes. Women continued to wear custom made clothing through the
nineteen hundreds.
Prior to the civil war, ready-to-wear clothing was rare; it was mainly limited to
outerwear (coats and jackets) and undergarments. Manufactured women’s wear was
slower to develop than men’s, due to style changes and the fact that women made their
own clothes by sitting back at home. Yet by the time of the civil war in the United States
and somewhat later in France, women were purchasing readymade clothes, due to the
transformation of women being able to work outside their house for the sake of earning

money. In the last decades of the century, ready made goods became more diversified,
tailored suits for women, shirtwaist and skirts. Indeed, Women prêt wear was introduced
in 1920 after World War II when the women started working outside. More importantly
for the readymade clothing industry, however, working women took part in the clothing
revolution more through changing active than through shifting representational roles. As
women entered the paid labor market in increasingly large numbers so they had little time
to make their own clothes at home. This increased the demand for the readymade
clothing for women. (Ley, 1975)
Through the emergence of the United State’s ready-to-wear market, designers
like Chanel with their shift dress or the mail-order catalogs sent to rural farms
by Sears allowed women to purchase clothing faster and at a cheaper price.
Another significant factor created by the ready-to-wear industry was the development of
the United State’s own style independent from Europe. The US fashion market turned
away from Parisian style in favor of an individualized apparel industry promoted through
advertisements and articles in magazines like Women's Wear Daily, Harper’s Bazaar, and
Ladies. Ready-to-wear also sparked new interests in health, beauty, and diet as
manufactured clothing set specific, standardized sizes in attire in order to increase
quantities for profit. Women of larger sizes had difficulties finding apparel in department
stores as most manufacturers maintained and sold the limited sizes across the nation.
Overall ready-to-wear fashion exposed women to the newest styles and fashion trends,
leading to a substantial increase in profits by US factories from $12,900,583 in 1876 to
$1,604,500,957 in 1929. The ready-to-wear fashion revolution led to an expansion of the
US fashion industry that made fashionable apparel accessible, cost effective, and
commensurable.
READY TO WEAR AND READY TO WORK
Most importantly garments had to be producible in mass quantities at reasonable prices in
order for the ready-made revolution to take place. Just as war played an important role
more generally in the development of mass production techniques, its impact on the
garment industry was no exception. Readymade fashion resulted from the industrial

revolution and technology, material and innovations. Manufacturing came into being.
The first technological innovation impacting industrial garment making directly was the
sewing machine. Following developments by Elias Howe and Isaac Singer among others,
Nathan Wheeler and Allen B. Wilson made and marketed machine clothing
manufacturers found efficient because it allowed fabric to feed evenly on curved seams.
The sewing machine made possible the piecework concept of factory organization where
each step was performed by a different person, eliminating the need for skilled workers.
Steam-powered sewing machines in factory work-rooms were used from the early 1850s
to produce men's shirts and collars, and were then adapted for the production of suits for
men and boys. Overcoats of heavy cloth could be sewn by machine in three days instead
of six by hand. The business of women's cloaks and mantles as well as crinolines and
hooped petticoats was improved by the use of the sewing machine, and consequently
these items became cheaper when ready-made. Women's fashions using braids and
trimmings increased as machines made the application easier. Sewing machines led to
price cuts, the quality of the articles increased and the cost between more traditional fine
clothes and the mass manufactured was starting to be less marked. And the time savings
made it a good option to simply buy rather than make. During the industrialization better
technique increased the production speed of clothing and fashion became a consumer
culture. People started to display their status through choices of clothing to a much larger
extent than before. (Craik, 2009)
READY TO WEAR
Innovations in transportation, communication, and technology have been major forces for
change throughout the history of ready-to-wear clothing production. Additionally, rapid
fashion changes have influenced the modern apparel industry by compressing the
production timetable. However, the production of ready-to-wear apparel has been
consistently labor intensive, leading modern manufacturers to seek lower labor costs by
repeatedly moving production facilities. Challenges faced by the industry in the early
twenty-first century remain similar to those faced in earlier eras, particularly in the area
of speculative production where the customer must be inclined to purchase at a price that
yields a profit to the manufacturer. (Jean L. Druesedow)

Until the mid 1980’s, the fashion industry was based on mass production of standardized
styles that did not change frequently due to the design restrictions of the factories.
Consumers were less sensitive toward style and fashion, and preferred basic apparel.
During the 1980’s the import of fashion oriented apparel for women increased. This
reduced the demand for the more classic and simple apparel as consumers started to
become more fashion-conscious. (Bhardwaj&Fairhurst, 2010)
By the 1850 Census in the US, there were thousands of clothiers making clothes. Some of
them were already making ready-made items and others were just starting to know the
ready-to-wear clothing. In 1845, there were ready-to-wear suits offered for the first time
in America by Brooks Brothers. Fashionable clothes were becoming popular to own even
if it was only a dress to wear on Sunday to Church. Fine clothes or fashion clothing were
accessible to larger markets. As the income levels increased and coincided with lower
manufacturing costs, wardrobes grew accordingly. The fit of the clothes was a
differentiator between early ready-made and the made-to-fit alternative still available.
There was a time when ready to wear items did not fit well as there was no agreed-upon
standard and so some people still had to have alterations made to get a good fit. There
was a need for some sort of investigation to aid the industry to produce items with a good
enough fit to truly make them ready-to-wear.
Chanel was the first brand to introduce the concept of prêt wear by launching women
trousers. Chanel was famous for popularizing practical clothes, including pants for
women, little black dresses, and box-like collarless jackets with bias edging and brass
buttons. Replacing the corset with comfort and casual elegance, her fashion themes
included simple suits and dresses, and women’s trousers. All these changes were
encountered after the civil war.

CHANGING LIFE STYLE IN PAKISTAN
In Pakistan the concept of prêt wear started 6 to 7 years back when the well known
designers and brands launched their ready to wear line. Pakistan’s fashion revolution has
shifted into second gear, evident by the increasing number of designer stores
mushrooming all across the cities. stalwarts like Amir Adnan , HSY, Maheen ,Sonya
Batla,DeepakPerwani and karma have enjoyed retail presence for a long time but now,
even designers like Nomi Ansari ,Sara Shahid,SamanArif(Nayna) and Zara Shahjahan
who have been eyeing the market skeptically, are throwing caution to the wind.
They have realized that the numbers are getting big and the money game bigger. And
now when the industry has decided to shake off the stigma of made to order bridals and
formals, it’s time to dive into the mass market head on and prepares to invest in
inexpensive ready to wear, made available in retail aisles of market stores. It’s the need
of the hour and that should become the order of the day. (Mahvish Fatima, 2010)
Furthermore, now a day’s brands such as Nishaat, Khaadi, Alkaram, Orient etc, and show
case their prêt line on the ramp as well. They are seasonally displayed as the industry
held shows to show their newest clothes in an attempt to bolster or create style
differences. These are now held so that the public and press can talk about the trends, see
the new creations and decide what they like or don’t like in the new labels. The specific
fashion weeks now held for ready to wear showcase items as well as cutting-edge unique
designs. This, in turn, separates the more purely artistic and often more daring high-
fashion shows from those designed to feed the mass market.

RESEARCH
METHODOLY

RESEARCH METHODOLY
The research has been conducted in two of the Karachi based universities, Textile
Institute of Pakistan and Karachi University (K.U).This research is based on
exploratory research in which we have used both primary and secondary data. We have
collected secondary data from our literature review which is based on authentic articles.
For primary data we have done face to face interviews in both the universities in the form
of questionnaires with both open and close ended questions as in some questions only had
yes/no answers and some were answered with reasoning. Hence, mixed methodology is
being applied as quantitative and qualitative both the approaches are used. Convenient
sampling has been done as we did random selection for interviews because of the time
limitations and it became easier for us to analyze the final results.
We choose TIP because it was easy for us to get the insides of the students as we know
them and they know us and why Karachi University because there we find the diversity.
A lot of students coming from different backgrounds with different mindsets. Moreover,
we got a chance to interview students of different disciplines as there are no of
departments and we got variety of opinions and views. Cafeteria of Karachi University
was the most common place where we did most of the interviews because it was
convenient for us to chase them there. Only female students of both the universities were
targeted as this research is restricted to the preference of prêt wear amongst female
university students.
SAMPLE SIZE
Textile Institute of Pakistan Karachi University (K.U)
Number of female students in TIP in
2014= 124 (est.) out of which we will
be interviewing 40 female students.
Number of female students in K.U in
2014= 11,000 (est.) out of which we
will be interviewing 110 female
students.

LIMITATIONS
• Only limited to Karachi
• Information only gathered from two universities
• Age limitation (18 to 25)
• Only targeting female students
Following are the limitations of this research as the interviews for the research
has only been conducted in two universities of Karachi i.e.; Textile institute of
Pakistan and Karachi University because of the limited time period. We only
targeted female students falling in the age group of 18-25. The sample size for
this research was 150 female students. This research could be done on a larger
scale if there was more time so that we could conduct interviews with
different age groups and female from different occupations.

RESEARCH
FINDINGS

RESEARCH FINDINGS
Q1) Your age
Age limit(18-25) 18-20 20-22 22-25
Total sample size=150
19 74 57
The above table shows the sample size divisions respective of the ages. As the age limit
for this research was between 18- 25 where majority of the sample i.e. 74 female students
aged between 20- 22, 57 of them were between 22-25 yrs and 19 of them were between
18- 20 yrs old.
Q2) In which university you are studying?
Textile institute of Pakistan Karachi university
40 110
The sample size is comprised of 150 universities going females students out of which 110
were from Karachi University and the remaining 40 from TIP.

Q3) Department/Discipline
TEXTILE INSTITUTE OF PAKISTAN
Departments Sample size = 40
Fashion design and management (FDM) 13
Textile design and technology (TDT) 18
Apparel manufacturing and
merchandizing (AMM)
6
Textile manufacturing and marketing
(TMM)
3
KARACHI UNIVERSITY
Departments Sample size = 110
computer science 21
Business
administration
31
chemical engineering 2
Mass communication 25
pharmacy 14
economics 8
Applied physics 6
Psychology 3

Q4) Are you a fashion freak?
Amongst the total sample size, 129 girls’ states that they are fashionable and tend to be
stylish where as 21 girls are not much into fashion.
Q5) Do you follow the latest fashion trends?
Sample size =150 %
YES 82 54%
NO 7 5%
SOMETIMES 33 22%
ONLY IF APPROPRIATE
FOR MY PERSONALITY
28 19%
54%
5%
22%
19%
Do you followthe latest fashiontrends?
YES
NO
SOMETIMES
ONLY IF APPRORIATE FOR
MY PERSONALITY
SAMPLE SIZE =150
YES 129
NO 21

The results that we obtained for this question states that amongst 150 female students, 82
females follow the latest fashion trends while 33 of them follow sometimes and not
always. Other than that 28 female says that they only follow if it suits their personality
and if they are comfortable where as the remaining 7 females don’t follow the fashion
trends at all.
Q6) what is the average income of your parents?
The sample size constitutes of about 76 females who belong to upper middle class, 63
females who belong to middle class and 11 females who belong to upper class.
Q7) How much do you spend on clothing in a month?
As per the results, 77 females spends around 7000-12000RS on clothing in a month
where as 62 females invest Rs 3000-7000 on their clothes. The highest amount spends on
clothing that is 12000-20000 and more is by 11 females of this sample size.
Social class Sample size= 150
MIDDLE CLASS (30,000-50,000) 63
UPPER MIDDLE CLASS (50,000-
150,000)
76
UPPER CLASS (Above 150,000) 11
Expenditure per month Sample size =150
3,000-7,000 62
7,000-12,000 77
12,000-20,000 and more 11

Q8) Do you design your own clothes or you buy stitched from market?
Sample size =150
Tailored clothes 32
Prêt wear 72
Both 46
There were 3 different answers that we got which states that out of 150 female ,72 female
students prefer buying prêt where as 32 females are more comfortable in designing their
own clothes and getting it stitched by the tailors. Moreover 46 of them states that they opt
for both prêt wear and tailored clothing.
Q9) Are the measurements in ready to wear clothing satisfactory?
For this question most of the answers i.e.; 54% were in the favor of prêt wear that yes the
measurements are satisfactory and other 46% weren’t satisfied with the fittings of ready
to wear. Following are the most common reasons that were contributing to the
satisfaction or dissatisfaction of the customer:
YES
 Sizes available are made according to the body shape of the women of our
country
 Lengths are made according to the standard height of our country
 They provide alterations to fit in your body
 Various lengths are available for the same print
NO
 Customized sizes for each body type are not available. They work on
standard sizes
No 68 46%

Q10) Do you like the prints and fabric of prêt wear?
Are prints and fabric of
pret wear pleasant?
Sample size=150 Percentage%
Yes 134 89%
No 16 11%
Among those 150 students 89% like the fabric quality and prints of pret wear. Although a
lot of them doesn’t even buy pret because of different reasons e.g. pricing issues, fittings
etc but they do agree that the fabric quality and prints are quite satisfying and better than
other materials available in the market in low prices.
Rest of the 11% were not that satisfied reason being the fabric quality is good enough but
in some brands they find the see through fabric and prints are very much repeated. All the
brands are copying each other’s prints; they should come up with something new and
different in order to make a trademark.
Q11) Do the cuts and silhouettes of readymade clothing meet international
standards?
Do the cuts & silhouettes
of pret meet the global
standards?
Sample size=150 Percentage%
Yes 11 7%
No 139 92%
The response is so obvious that Pakistani pret wear brands doesn’t follow international
standard as far as cuts and silhouettes are concerned. The reasons that students gave were,
almost all of the brands are working on eastern clothing and they may play with the
lengths but they do not work with something other than their comfort zone that is straight

cuts or A lines. Other 7% which are in the favor says that brands do try to give some kind
of fusion looks to their pret lines.
Q12) Do you consider price when buying prêt wear?
Do you ponder over
prices while buying
ready to wear?
Sample size=150 Percentage %
Yes 143 95%
No 7 5%
As the above results says that most of the university going female students do ponder
over prices when buying pret, 143 out of 150 students check “Yes” and only 7 students
choose “No” they don’t see prices when they are shopping for pret.
Q13) Name some brands where you usually buy pret.
 Khaddi
 J.
 Nishat linen
Q14) Do you believe that ready to wear clothes are more fashioned than the tailored
clothing?
SAMPLE SIZE=150
YES 85 STUDENTS
NO 65 STUDENTS
Our sample size is 150 out of which 85 students said that ready to wear clothes are more
fashioned because of following reasons:

REASONS (YES):
 Because ready to wear clothes have new cuts and new patterns.
 They are more finished than the tailored clothes.
 Ready to wear clothes are according to the new fashion trends.
 And the rest 65 students said that ready to wear clothes are not so fashionable
than tailored clothes because:
REASONS (NO):
 They can design their clothes in a better way as compare to the pret wear.
 Prêt wear gets common easily as they are available in mass quantity so there is
a possibility that other people wear the same dresses as you wear.
Q15) Is quality of garment more important in buying prêt wear?
Out of 150 students, there were 112 students who believed the quality of garment is more
important in prêt wear, for 6students quality was not so important and, the rest was not so
much concerned with the quality of garment while buying the pret wear.
Q16) Do you think that a ready to wear garment is a status symbol for the wearer?
SAMPLE SIZA=150
AGREE 87students
DISAGREE 63students
Our sample size contained 150 students out of which 87 students agreed and 63
disagreed.
SAMPLE SIZE=150
YES 112 students
NO 6 students
MAYBE 32 students

Q17) Do you feel convenience in buying prêt wear?
SAMPLE =150
YES 139 students
NO 3 students
MAYBE 8 students
Amongst 150 students, 139 feel convenience in buying pret wear. Only 3 students did not
find it convenient and other 8 students said maybe.

CONCLUSION

As per the above data analysis and research findings this can be concluded that yes prêt
has a big market share and it’s growing day by day as most of the university going female
students who belongs to a family that can afford prêt wear are preferring it and these
females are generally belongs to upper and upper middle class. They have the buying
power and they can afford to wear brands like Khadi, Nishat, J., and Thredz etc who are
offering them the latest cuts and prints along with the best quality fabric which inhances
the comfort level. On the other hand there is a social class which has the preference but
only few of them can afford prêt and yes it’s the middle class, most of them says that
branded prêt is quite expensive, it doesn’t come in our range so they find tailored clothing
suitable and reasonable which does not cost them that much and they can make them
according to their fit and style. There is a need for brands that can make readymade
garments according to the latest trends in reasonable prices so that the middle class could
also purchase them. People who prefer buying prêt did mention some main factors which
make them to purchase i.e.; convenience, cuts, fit/stitching, prints, colors and fabric
quality. These factors play a vital role in attracting the customers and making them brand
loyal. They find it convenient because student life has become quite hectic and they don’t
have time to get their clothes stitched from tailor rather they go and just buy what they
like besides this the cuts, fit and stitching of prêt is satisfactory and according to the latest
fashion trends which is big plus in keeping them up to date without going through
magazines and fashion channels. Prints and well balanced mixing of colors is also one of
the reasons which make them buy prêt but they should come up with new and different
prints as all the brands are offering almost same kind of prints, this was a suggestion
came from various buyers. Furthermore, they said that the fabric quality is very fine and
it does not get courser after washing and colors does not get faded, Hence; the customers
are satisfied as per the durability is concerned.
This research was conducted in two universities of Karachi and the above conclusion is
based on the answers we get are from 150 female students of Karachi university and
Textile institute of Pakistan.

FUTURE WORK
The research we did for our thesis is based on limited scale in which our sample size is
150.Because of the lack of time we have chosen only two universities of Karachi (Textile
Institute of Pakistan And Karachi University). We choose TIP because it was easy task
for us since the mutual understanding between TIP fellows was good so it was easy for us
to get the insides of the students and we choose Karachi University because it was the
university where we can find the diversity. So in this short period of time, we were able
to interview a total of 150 students. Amongst them 110 were of Karachi university and
the rest 40 were of our TIP. In future if we will do this research, we will not only target
these two universities but we will do it on a larger scale, targeting females not only from
Karachi but all around the Pakistan. We will interview all the women of different ages,
occupations and different social classes, focusing on working women as well. Hence in
our future research, mixed methodology will be applied as quantitative and qualitative
both the approaches will be used in which we will use multiple methods. A mixed-
approach design uses the strengths of both methodologies to provide a broader
perspective. We will do indebt study so that we can get the insights. So in future our
research will be helpful for us and for those who launch a prêt wear brand. This research
would help to decide that which class and age group should focus on more. According to
the research conducted, a flaw which we encountered is that some people who still prefer
tailored garment. By launching our own brand, we will try to reduce such pattern.

APPENDIX

QUESTIONNAIRE
1. Your age
o 18-20
o 20-22
o 22-25
2. In which university you are studying
 _________________________
3. Department/Discipline
 _________________________
4. Are you a fashion freak?
o Yes
o No
5. Do you follow the latest fashion trends?
o Yes
o No
o Sometimes
o Only if appropriate for my personality

6. What is the average income of your parents?
o 30,000-50,000
o 50,000-150,000
o Above 150,000
7. How much do you spend on clothing in a month?
o 3,000-7,000
o 7,000-12,000
o 12,000-20,000
8. Do you design your own clothes or you buy stitched from market?
 _________________________
9. Are the measurements in ready to wear clothing satisfactory?
o Yes
o No
 Reason
_____________________________________________________________________
_____________________________________________________________________
_______________________________________________________________

10. Do you like the prints and fabric of prêt wear?
o Yes
o No
 Reason
11. Do the cuts and silhouette of readymade clothing meet international standards?
o Yes
o No
 Reason
_____________________________________________________________________
_____________________________________________________________________
_______________________________________________________________
12. Do you consider price when buying prêt wear?
o Yes
o No
13. Name some brands where you usually buy pret.
 _____________
 _____________
 _____________

14. Do you believe that ready to wear clothes are more fashioned than the tailored
clothing?
o Yes
o No
 Reason
_____________________________________________________________________
_____________________________________________________________________
_______________________________________________________________
15. Is quality of garment more important in buying prêt wear?
o Yes
o No
o Maybe
16. Do you think that a ready to wear garment is a status symbol for the wearer?
o Agree
o Disagree
17. Do you feel conveyance in buying prêt wear?
o Yes
o No
o Maybe

LITERATURE REVIEW

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