Lawn season officially begins in Pakistan from February 2016. Spring summer collection volume 1 by every designer and brand is releasing almost weekly. With all those extravagant catalogues, fancy TVC’s and extensive marketing campaigns what actually makes lawn popular in Pakistani market? Is it the face of the brand that makes you go crazy for a certain lawn brand or is it the fabric quality, design aesthetics or pricing? Seems pretty hard to find out.
There are lawn brands like Sapphire who likes to have exclusivity agreement with their model in an effort to stand out from the crowd while there are lawn brands like Jay dot and Almirah who are using mannequins to market their product. Few brands use the same model every year like Crescent lawn has Kareena Kapoor’s face for their collections and then there are two different brands (Alkaram and Zara Shahjahan lawn) signing Syra shahroz this year and both the lawn collections were launched with a gap of a week or two. It is a complex thing to understand these marketing gimmicks. Celebrities make things stand out and people get attracted easily.
Lawn is a fabric that’s produced in Pakistan and famous for its wearability in summer season. With the inception of designers in lawn market there has been a huge boost in sales and stature of the fabric. Fashion Designers collaborate with textile mills to launch Summer Lawn Collections from February to August every year with Eid collections as an extension.
As a customer I do get attracted towards the high end lawn designs but I couldn’t gather courage to buy a lawn jorra worth PKR 6000 & more till date. As a matter of fact, I’ve made a restriction not to buy more than 3K worth of a jorra in summers. After all Sana Safinaz pehno ya Sitara sapna, garmi main to aap ne Karachi ki kharab hona hy.
What do you think makes lawn a craze? Do share.