/ Despite the nation’s rising demand for international brands, growing e-commerce, and a rapidly evolving consumer, outdated assumptions are keeping retailers from realizing the market’s full potential.
Despite the push for global expansion – particularly into countries with large populations – most brands are side-stepping Pakistan.
The market is often perceived as highly price sensitive, heavily dependent on traditional apparel, and difficult for international brands to enter successfully. Yet according to Faisal Nadeem, Director at Dolmen Group, those assumptions are becoming increasingly disconnected from reality.
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