Current trend in the marketing

The topic of the research is “Comparison of fashion in Islamabad and UK”. This research is being undertaken to have an understanding in relation with the changing trends in fashion and their impacts on the lifestyle of people of these nations. The subsequent study will help many upcoming talents of the fashion industry to know in deep about the culture and lifestyle of Islamabad and UK. A huge distinction can be noticed in the fashion industry of these two countries. Thus, this research report will focus on analyzing these differences with complete gist of the term ‘fashion’ in Islamabad and United Kingdom.

INTRODUCTIONFashion is similar with the art, a manifestation of life. The word ‘fashion’ is derived from the Latin word, which means ‘to make’. It is also referred as a state of mind. Generally, fashion is closely associated with clothing. However, it involves many areas and fields such as dance, music, arts, culture, cosmetics, lifestyle, personal grooming and architecture. Fashion is defined as the spirit where each and every individual feels comfortable from their mode of clothing and this comfort gets converted in to a personal style (Lewis and Hawksley, 2003).

The style and customs prevailing in a given period of time is being characterized as fashion. The word fashion includes many elements such as: Shape, Line, Colour, Value and texture. Importance of fashion In today’s society, underrated importance is being given to style and fashion. First impression of an individual is being shaped by way of dressing and looks. Some of the importance of fashion is elaborated below: 1. Identity – Fashion helps in developing a sense of identity among the teenagers.

It also reflects the independent and inclusive personality of an individual.Identity helps in signally the teenage belongingness for a particular group and team. 2. Protection and warmth – The basis purpose of dressing is to provide protection and warmness. This is considered as the secondary objective of fashion.

3. As a sign language – Fashion can be taken as a way of communication. By this individual find themselves in a position to express their emotions and feelings. 4. Employment – Fashion has now become an industry which provides employment opportunities to thousands of people.

In this sector, individual perform the role of researcher, marketer, manufacturer as well as labourers.Fashion in Global context The global fashion industry is one of the most crucial sectors of economy in relation with the income, investment, trade and generation of employment. Fashion industry involves incredible assortment of products, impulsive demand, rigid and lengthy procedure of supply and small product life cycles (Alex, 2012). From the last two decades, this industry is at the evaluation stage. Since, the world of clothing manufacturing requires little amount of capital and efforts, more concentration is moving towards the growing nations.

They are still making a large amount of exportation (Blaszczyk, 2009). This can be inferred from the fact that the production of clothing is reduced in the industrial nations. On the other hand, the production of the growing nations is substantially increased by that time. Between the periods of eighties and 1997, the same trend was witnessed in clothing exportation from the growing nations. The global fashion industry earned a total income of around $1, 252.

8 billion by the end of 2006. This value is more than 68% of the total industry value. Fashion in Islamabad and UKThe federal capital city of Pakistan, Islamabad is being characterized by beautiful weather, wide roads, shining sun light, desi Pakistani food and high speed cars on roads. Every citizen enjoys full freedom and can do all sort of work, illegal or legal (About Islamabad, n. d).

On the other hand, UK is remarked as a country which offers many opportunities, knowledge; people from diverse nations, high street fashions, brands and many other things (Changing trends in UK, n. d). People enjoy real freedom in this country. Rules are same for each and every individual.People, political parties, channels and newspaper of Islamabad often seemed very unprofessional, mismanaged and apparent.

Fashion is defined as an industry which covers all walks of life. As fashion is changing at a fast pace it has left the women of Islamabad to adjust as per the latest fashion. Islamabad excels in textile and embroidery. Fashion in Islamabad is not confined with the upper class of the society.

Maids, shopkeepers and servants also posses good fashion sense. Weddings and parties in Islamabad are being displayed of the hottest trends.The fashion in this country is based on rich fabric and embroidery. The colors combination used in the outfits makes them look very dazzling and gaudy. Islamabad’s fashion is mainly comprised up of salwar kameez, cholis, lehenga and pishwaz. Fashion for men embraces salwar kameez and pathani suits.

Many trends can be noticed from the past so many years, which have proved the successfulness of the Pakistani designers (Pakistani culture, 2010). On the other hand, UK is a western country and mostly people like to wear jeans, full business suits and tee shirts.They also wear special clothes like, overcoats, woolens in cold and wintry weather. People in UK prefer to have comfortable clothes while they are relaxing or partying out (Kwait, 1999). Teenagers like to shop latest and trendy clothes from famous fashion designers.

The culture of United Kingdom as a whole is bended towards openness and frankness. This cannot be seen in Islamabad. RESEARCH AIMS AND OBJECTIVES This study is being undertaken to have a comparison of fashion between Islamabad and United Kingdom. The contrast will be done in the areas of clothing and lifestyle of people sustaining in both these nations.To accomplish these aims, many other objectives are also set down and some of them are: 1. To analyze the lifestyle of people in Islamabad and UK.

2. Evaluation of impact of media on fashion and lifestyle. 3. To investigate the changing trends of fashion in Islamabad and UK. 4.

Assessment of the fashion culture posses by both these nations. LITERATURE REVIEW This part of the research will depict the hypothetical and conceptual framework related with the topic of the research. The research study will going to discuss about fashion and its trends in Islamabad and UK.A comparison of fashion in both these countries would also be made by the researcher in this section of the project report. The culture of Islamabad is more conservative in contrast with the western countries.

However, both these countries are being known for their religious culture. Afar from this resemblance, Islamabad lacks behind with UK in attitude towards women, sports, education, preference and fashion trends. One of the most obvious differences between Islamabad and UK is religion. The population of Islamabad comprises 90% of Muslims, while most of the citizens in UK are Christians (Daily Life in Britain, n.

d). As a result of this disparity, fashion and trends of both also differs. In Islamabad, people like to have salwar kameez, suits, pishwaz and cholis. Work of Zari and rich embroidery are often seen in the markets of Islamabad.

In contrast with UK, people like to wear comfortable and loose clothes irrespective of any work and Zari. They believe in simplicity. Jeans, tee shirts, skirts, short pants and corporate suits are the most preferred choice of clothing by people residing in UK. Earlier, Pakistan and its capital city Islamabad are far away from the fever of fashion.

Women were ought to follow the traditions and culture defined by their nations. But, gradually fashion industry of Islamabad started booming and has adapted many changes as per the changes in the current market (Sarhandi, n. d). Women and girls stepped in the fields of fashion designing and modeling, which has not been done till so far. UK on the other hand is UK anyway. Women and teenagers like to put on light colors fabric.

Color combinations used in the outfits are not so gaudy and bright, which makes their outfits simple, but dazzling (Gehlhar, 2008).Women of UK are less fashion conscious in comparison with the women in Islamabad. In Islamabad ‘burkhas’ is considered as an important part of clothing for girls or women and therefore, they are made with different kinds of embroidery and work. When comparing the lifestyle of both the countries, huge variation can be noticed. Number of restaurants offering numerous variety of food i. e.

from Thai to Chinese and American to Italian can be found in Islamabad. Handicrafts and carpets stores are mostly found there (Islamabad's first fashion week, n. d).It is regarded as boring and sleepy town but, it also offers a bit of experience, fun, thrill and caution in the areas of camel riding, picnic at UNESCO world heritage sites, air safari, visiting museums and art galleries etc.

In contrast, people of UK are fond towards sporting and thrilling activities. It offers many sports such as, paragliding, hot air balloon, horse riding, under water driving, Bungee jumping etc (Iverson, 2010). Fashion in all countries and people are often influenced by the media. Variety of media is available which impact the choice of clothing and fashion in particular areas.Some of the media’s are television, internet, social media, telemarketing which persuade the ease of fashion in the intellect of teenagers.

From the above discussed mode, social media is considered as the most crucial source that impacts the viewpoints of an individual in relation with the fashion. The media used in the fashion industry is known as fashion journalism (Hickman, 1999). Many discussions and shows are displayed on screens, which developed an interest among the teenagers. Thus, they tend to follow and go along with the current trend in the market.