Abstract
Maria B. was a leading player in the fashion clothing industry of Pakistan. Her designs comprised women’s casual, formal and bridal wear. A consumer study found that purchase of casuals was impulsive, triggered by the start of a new season. Formal wear was bought for special occasions and festivals. The purchase process involved considerable window shopping and obtaining information on the latest trends from fashion magazines. The purchase of bridal wear was by far the most intense. Every bride-to-be wanted her wedding dress to be exclusive. The designer was expected to provide personal advice regarding the selection of fabric and design. Based on the study results, the company had to identify customer segments and decide which of the three product lines to focus upon. Should bridal wear be placed in the same outlet with other lines, or should it be handled exclusively? Maria B. was concerned whether the lower quality image of casuals might negatively impact the premium image and stringent quality standards associated with bridal wear.
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