Abstract:
The fashion industry, like most businesses in general, has greatly expanded in Pakistan. In recent years, the successful expansion of Pakistani fashion companies have mainly relied on their ability to turn fashion into brands. However, as companies mature they develop intrinsic brand values that define how the company portrays itself to the audiences through its advertising campaigns. With regard to this, the intent of our thesis is to study the portrayal of women in fashion advertisements and the role consumer insights play in making marketing decisions. Our ambition was to examine the extent of beauty standards pertaining to color of skin and body proportions that exist within the fashion industry of Pakistan and if the narrative could possibly be changing with time.
