FASHION SHOWS

The objectives of the study were to determine the effectiveness of fashion shows on fashion (clothing) industry, impact of fashion shows on women consumers' buying behaviour and social dressing norms of Pakistan. TThe correlation was found among fashion shows, persuasion and fashion (clothing) industry development through sample of hundred respondents from the targeted population (women consumer). The objectives of the study were achieved by the use of questionnaire based on twenty-four items. The results proved that fashion shows have significant impact on the progress of fashion industry. The results also proved that working women persuasion level was higher than the students, regarding the impact of fashion shows. It was concluded that fashion shows were playing significant role for clothing industry and were giving opportunities to clothing industries to showcase their latest collection under one roof. Fashion shows should promote social dressing norms of Pakistan instead of diminishing them. The study highlighted the importance of fashion shows in fashion marketing to persuade the women consumer for the development of fashion industry.