Sana Safinaz

Sana Safinaz
Industry Retail
Founded Karachi, Pakistan (1989 (1989))
Founder Sana Hashwani
Safinaz Muneer
Headquarters Karachi, Pakistan
Area served
 Pakistan, Global
Products Clothing, accessories
Website sanasafinaz.com

Sana Safinaz is a Pakistani clothing and accessories retailer which is based in Karachi, Pakistan. It sells ready-to-wear, unstitched and haute couture.[1][2] It was founded by two close friends Sana Hashwani and Safinaz Muneer in Karachi, Pakistan.[2]

In 2014, they celebrated their Silver Jubilee on completion of 25 years of their retailing history.[1]

History

The business was started by two young women, Sana Hashwani and Safinaz Muneer in 1989 with seed investment of a few thousand rupees. The brand is one of the best brands in the clothing industry in Pakistan..[1] Back in 1989, it was difficult for women to participate in workforce or become entrepreneurs or become fashion designers. People felt sorry for women who work in the industry. They both started the business with attention to provide haute couture for Pakistani clothing industry but later switched their business to pret as pret is in high demand in Pakistani industry.[2] In start, there were few tailors with few thousands in their bag and can never imagine that their business will grow and spread in whole of Pakistan.[1] Now both are married and well settled.[1]

Growth

In October 2017, it was reported that Pakistan is one of the countries whose middle class is growing speedily. It is among the 18 largest countries of the world by middle class number. It is expected that Pakistani middle class will continue to grow as their population increases. With that number in mind it is one of the attractive markets in the world.[3] Most of Pakistani businesses are trying to target that middle class and same is true for Sana Safinaz.[1] They switched from couture to pret and made their clothes cheaper so they can increase their sales and therefore revenues.[2] This enabled their business to grow from small shop with few tailors to one of the largest retailer in Pakistan.[2]

Controversy:

Sana Safinaz were criticised recently for their racist advertisement campaign during the launch of their lawn collection 2018. People blamed them for using disadvantaged group Maasai tribe from Kenya as a means of advertising their new lawn collection 2018. According to the people on social media, Sana Safinaz, projected them as a subservient group. They, however, issued a statement in which they defended their idea and assured they have removed controversial images of models posing with members of Maasai tribe from Kenya, Africa.

Stores

Sana Safinaz has stores in following cities:[4]

Sindh

Punjab

Kyber Paktunkhwa

See also

References

  1. 1 2 3 4 5 6 "Pakistani fashion still has a long distance to cover: Sana Safinaz - The Express Tribune". 18 May 2017.
  2. 1 2 3 4 5 Baig, Mariam Ali (23 December 2015). "Interview: Sana Hashwani and Safinaz Muneer of SANASAFINAZ".
  3. ↑ "Pakistan has 18th largest 'middle class' in the world: report - The Express Tribune". 16 October 2015.
  4. ↑ "Store Locator". www.sanasafinaz.com.
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