GAP
One cannot disagree that in the era of twentieth century the dynamics of working force in overall world
has changed now including Pakistan, most of the companies are now focusing now on being equal
opportunity employer i.e. giving employment based on merit basis rather gender based. In the U.S.,
women’s participation in the labor market has nearly doubled, from 34% of working age women (age 16
and older) in the labor force in 1950 to almost 57% in 2016. When it passed 50% in 1978, working
women became the norm (Weinstein, 2018). In Pakistan a bill has been passed in which a point states
‘The employer shall ensure that the women are given equal opportunities for trainings, progression and
promotion at workplace’ (Senator Samina Saeed, Senator Seemee Ezdi, 2020). This change has been very
fruitful for working women in Pakistan; now they are having employment opportunities not only of
executive positions but also managerial and leaderships positions too.
In corporate world at managerial and leadership even at entry level positions, men follow a proper
clothing attire i.e. formal attire but on the other hand women are lacking behind in this case though
they are being hired in managerial positions. The reason behind this lacking is mainly due to scarcity of
formal attire brands for women in Pakistan; there are very few brands which are offering such product
and mostly of them are international.
A local brand indeed is needed in Pakistan to cater and fill this gap; which offers wide range products of
formal attire for women only.
Problem Statement
Development of business model for an apparel startup; which can cater niche target audience of
working women only. In order to meet the requirement a research based study methodology will be
carried out for affirmation of feasibility of the model.
Constraints
1. Timeline (3 months)
2. Limited Resources
3. Limited Budget