Almost every 3 in 4 Pakistani consumers willing to spend extra on brands, according to Ipsos survey

International insights firm Ipsos has published a comprehensive report on 'Global Trends 2023' covering 50 countries across the Americas, Europe, Africa, Australia and Asia including Pakistan. According to the survey behind the report, 70% of Pakistanis stated that they are generally willing to spend extra for a brand with an image that appeals to them in comparison to an overall average of 52% across all respondents across the globe.

In an additional insight, the report mentions that 'successful brands need to blend elements of

localness, naturalness, heritage, trust, empathy, consistency and purpose at the same time as

offering good products at the right prices.'

Meanwhile, from an affordability standpoint, the survey points out that 'brand image is more important to people with higher incomes and higher levels of education' in all the survey markets. Ipsos adds that 'it is a pattern that has been repeated throughout recessions across the decades: so-called ‘luxury’ attributes such as brand purpose (applied to ethical production or environmental impact, for example) are often much more difficult for shoppers to justify when times are hard and money is scarce.

Such a pattern suggests that there may be an economically driven back-to-basics mentality for a while, but this may mean that demanding customers will want goods with a high-price image, but at lower price points.'

For the survey, a sample of 2000 Pakistanis were interviewed face-to-face and telephonically to gather their opinions and from tens of thousands of citizens of 49 other countries on Climate Change, Physical and Mental Health, Economic and Political Issues as well. The free report can be accessed on the Ipsos website.

Tech enthusiast experiments with AI-generated local fashion designs using famous celebrities

On social media, a 'research-focused tech enthusiast' named Muhammad Ali Shah Zaidi recently posted his AI-generated photographic images of international celebrities, Kim Kardashian and Emma Watson, wearing Pakistani fashion designs. Apart from the surprisingly life-like depiction of famous celebrities in what resembles a local brand's marketing campaign, the colorful product designs created by artificial intelligence also catch the eye.

Through innovation and experimentation, it is becoming apparent that the disruption of 'Generative AI' in the retail and fashion space will quickly move well beyond what tools like ChatGPT already have to offer for individuals and businesses. At a Hong Kong fashion show in December 2022, brands displayed collections created with the help of an artificial-intelligence software in a collaboration between fashion designers and software developers.

Similarly, international experts have predicated that there is massive potential to help fashion businesses improve productivity, get to market quicker, and serve their customers in better ways.

McKinsey & Company, a leading global consultancy firm, has suggested that the use of emerging artificial intelligence tools will be seen to augment and accelerate many important business functions such as Merchandising and Product Design, Supply Chain and Logistics, Marketing, Digital Commerce and Consumer Experience as well as Store Operations amongst others.

From Okara to New York, Atoms launches unique sneaker after 2-year collab with famous YouTuber

Atoms, a popular brand co-founded by two Pakistanis Sidra Qasim and Waqas Ali, has launched a co-designed sneaker with famous tech-focused YouTuber Marques Brownlee. This unique collaboration has brought together two innovators with a shared love for creativity, functionality, and quality.

According to the Atoms website, the limited edition sneaker features a sleek design that blends style and comfort, paying homage to Marques' first YouTube video and the start of his journey as a creator.

Sidra and Waqas started Atoms driven by ambition, curiosity, and a passion for making shoes. This was not their first foray into creating a shoe brand - they started Markhor when they first moved to the United States. Despite coming from modest, traditionally conservative backgrounds, their drive took them from Okara, Pakistan, to the closest large city—Lahore, to Silicon Valley, and then to Brooklyn, NY, where Atoms is now based.

Atoms originally became popular with their everyday shoe Model OOO which features an ultra soft midsole that cushions each movement, an odor-fighting copper thread insole, and conveniently elastic shoe laces. During the Covid-19 pandemic, the company also launched specialized anti-bacterial face-masks which could be seen worn by many Pakistanis including President Dr. Arif Alvi.