Mohammad YousafCUI/FA24-RBA-034/LHRProf. Muhammad Bilal JavedLHR TP 101082026-05-182025https://repository.cuilahore.edu.pk/123456789/3922This study examines the impact of multi-functionality of newly developed apparel product on customers in the textile market of Pakistan. Quantitative method is used in this study and data was collected from individuals through a structured questionnaire. 81 responses were collected from consumers in Pakistan. For testing the sample, we used simple analysis, for a key 5-point Likert scale question. This sample consisted from student to working employees who wear formal shirts and often faces sweating in heating conditions. The results of this study reveal a highly positive consumer perception, where 80% of responses on the primary quality indicator were favorable. This finding suggests a strong and significantly positive perception of product quality, indicating that core product attributes are effectively meeting consumer expectations in the current market.enDepartment of Management SciencesSP24Management SciencesMultifunctional textilesMoisture wickingAntibacterial fabricsUV blockingProf. Muhammad Bilal JavedThesis