LIANA – Your Dream Wardrobe

Abstract

Introducing Liana is an initiative of redefining the western clothing options for young girls in Pakistan. It is a common perception among young women that only jeans and shirts are the modern western attires, that cannot be worn on daily basis in every setting given that our society is still conventional and judgmental when it comes to female clothing. Liana is both inclusive and exclusive; the brand is aimed at providing dressing solutions for all, therefore fostering inclusivity. Moreover, these modern and modish western frocks are something unique and not very ordinary that the markets are saturated with, therefore making it exclusive as well. Our brand stands out for providing different designs having great quality and that too, in affordable and lesser prices than the competitors. Liana is specifically founded to provide daily wear options to young university and office going girls; therefore, we understand their need of buying stuff that is both adorable and affordable. This is the very reason we have kept the prices of our frocks in between 3000 to 6500 pkr, as compared to the ones being sold by our competitors whose starting prices are 6000 and 7000 rupees and go up till 12000 rupees. A commitment to providing modern and modish clothing options for young girls that are affordable as well without any compromise on the quality is the foundation of our brand Liana. With the focus on fulfilling the styling and dressing expectations of young girls, this report articulates the vision, mission and execution strategy that will maximize brand's success probability online. Our Aim is not just providing clothing options and earning profits; we want to give young girls an opportunity to make their styling dreams, come true.