Generation Clothing

Introduction

Generation is an award winning^[1] Pakistani clothing retailer with its Head Quarters in Lahore. It was established by Saad and Nosheen Rahman in 1983. It is known as a pioneer of pret-a-porter in Pakistan ^[2] and specializes in fashion forward apparel for women.

History

The brand opened its doors at a time when ready-to-wear casual outfits were almost unheard of in Pakistan.^[2][3] Polyester clothing was the norm, so when Rahman introduced cotton apparel it a revolutionary concept. Furthermore, this was the first time when sizing was introduced in womenswear in the country.^[2] Generation was also one of the first brands to showcase their season’s collections through choreographed shows.^[4] The brand expanded to several sizable retail stores ^[5] in the country and has become synonymous with quality outfits. The store is popular amongst women across all age brackets ^[3] and is generational in its appeal.^[6]

Growth

With Parisian designers flown in regularly to design Generation’s seasonal collections, what was on offer was considered ground breaking and cutting edge for its time.^[6] The brand maintained a firm hold over the ready-to-wear market for the next two decades as women, tiring of the tailoring culture and looking for quick fixes to their sartorial needs, continued to walk in and pick up stitched ensembles.^[6]

As Generation grew, the Rahmans used British sizes as a base, tweaking them according to customer feedback to eventually develop the 8, 10, 12 and 16 size system that is now the standard in the pret-a-porter category in Pakistan.^[2]

As of 2010, the brand suffered a slump as designs sunk into the commercial yet safe zone with nothing fashion-forward to offer to its loyal clientele across the country,^[6] only to pick up its game in 2014 and return to consumers with a new identity, but retaining the same eclectic ethos.^[7]

Generation’s recent collection, A Dot that went for a walk, shown at Fashion Pakistan Week in 2016, has propelled the brand from running in the middle of the pack to the forefront.^[7]

Products

Unlike most competitors, Generation only produces ready-to-wear clothing ^[2] with 6 distinct lines including Woman, Basic, Classic, Formals, Cottage and Flo.^[8] The Woman line has a young, vibrant and indigenous style and consists of dressy casual options. Basic, as the name suggests, consists of wardrobe essentials such as solid tops, lowers, scarves and slips. The Classic line caters to a more mature demographic where there is a subtle play of textures and embroideries. Formals is the party line, using fine fabrics with striking embellishments. Cottage celebrates Pakistani indigenous embroideries hand crafted by women in villages across Pakistan.^[9] Flo, the newest line, sports a western aesthetic,^[2] and leans towards a more cosmopolitan look with trendy styles.^[9]

Brand Image

Generation has developed an alternative approach to fashion and brand image. Generation’s off beat aesthetic is mirrored by their social media platforms which features curated posts that often include social awareness campaigns on issues that resonate with the brand, including women’s empowerment, breast cancer awareness, and other social causes.^[7]

Awards

15th Lux Style Award: Best Achievement in Fashion Design – Pret ^[1] – Year 2015

8th Lux Style Award: Best Retail Brand ^[10] – Year 2008

9th Lux Style Award: Best Retail Brand – Year 2009 ^[11]

Stores

Generation has stores in all major cities of Pakistan including Lahore, Karachi, Peshawar, Rawalpindi, Islamabad and Faisalabad.^[12] The Company also ships worldwide through an online store.^[13][14][15]

Bibliography