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This study seeks to capture the evolution (emergence, diffusion, and transformation) of the
retail fashion industry in Pakistan from largely unorganized to modern commerce retail. In
particular, it strives to understand this evolution of "collective activity" as conceptualized by
Regina Blaszczyk in terms of interactions among enterprise, culture, consumer, and commerce
in the context of emerging economies with an emphasis on past two decades 1998-2018.
Chronological narrative analysis is built from Project oral histories (16 in-depth interviews
from various experts as well as ordinary consumers, who lived through and witnessed the
evolution), supplemented by newspapers, magazines, web articles, and archives. The study
demonstrates various political, cognitive, socio-cultural challenges and opportunities faced
by early designers/retailers. It also establishes popular culture profound influence in the
dissemination of fashion and branding the industry despite political upheavals. Although
limited to the Pakistani case, this research outlines the founding feature of the flourishing
fashion retail industry in emerging economies and the role of popular culture in the
nourishment of creative industries. The evolution of fashion retail in South East Asia in
general and Pakistan, in particular, has received very little scholarly attention. The historical
analysis contributes a unique perspective in understanding drivers of this evolution as not
consumers themselves but the ones who played an active role in the creation of the retail
fashion industry in Pakistan build through historical narrative.
Shumaila Kashif, Shujaat Mubarik. (2020) An Evolutionary Historical Perspective of Pakistan Retail Fashion Industry , Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-18, Issue-1.
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