Sana Hashwani and Safinaz Muneer are a powerhouse duo that runs one of the most aspirational fashion brands in Pakistan. 27 years into the business, they are still as excited by their work as they were when they first started. They do everything in-house – designing, production, campaign planning – and they always have something exciting brewing up.
About the Brand
Sana Safinaz is Pakistan’s top fashion brand founded by two sisters in law – Sana Hashwani and Safinaz Muneer. The label is a reputable name in the field of designer dresses, lawn and accessories and has a loyal following both domestically and internationally. The brand’s designs are a fusion of modernism and cultural heritage, bringing an innovative edge to the fashion industry.
The fashion brand is known for its premium quality fabrics, up to date and eye-catching prints and ultra-modern silhouettes. Their use of embroidered embellishments and lace inserts is unmatched. Sana Safinaz is also renowned for their bridal and formal wear with their signature floral and geometric prints.
In recent months the brand has made a conscious effort to revamp their stores and improve customer experience. Their flagship stores at Dolmen City Mall and their Bridal Studio in Lahore are prime examples of this. The new-look boutiques offer a modern and contemporary design with a strong emphasis on customer service. The retail team is highly trained to assist customers and ensure that the store’s merchandise is well organised.
With around 39 retail outlets across the country and a thriving online store, Sana Safinaz is one of the most respected and sought after brands in Pakistan. It is a trailblazer in many unique ways; first in taking designer lawn to another level by introducing the concept of luxury pret and redefining its design language using embroidered add-ons, lace inserts, buttons, and detailing. Their first few unstitched luxury lawn collections caused hysteria amongst their fans as they were packaged differently and featured embellishments that were not seen before.
Besides their popular ready-to-wear and bridal collections, Sana Safinaz is a major player in the textile industry and contributes to the revival of Pakistani culture through their collection themes that focus on traditional values. They also participate in various fashion shows in the US, UK, and Pakistan.
The company competes with the best local brands for a significant portion of Pakistan’s high-end market and is expanding internationally through stores and e-commerce to target South Asian expats as well as international fashionistas. Moreover, the brand’s emphasis on exquisite embroidery and fusion dressing has influenced other designers to try similar motifs in their clothing lines.
Apparel & Accessories
Sana Safinaz is an established fashion label that offers a range of ready to wear and unstitched dresses. It also offers a wide range of accessories and footwear to complement its clothes. The brand caters to the upper class and upper middle class of Pakistan. In addition to this, the brand has a chain of outlets that offer its products nationwide. In the recent months, the company has been focusing on revitalising its retail network through expansion and restructuring.
The company’s flagship store at Dolmen City Mall has undergone significant change, which includes a new design and improved service levels. It is part of their efforts to stay ahead in the competitive market and ensure that they are offering customers an experience that is second to none.
Founded in 1989 by two dynamic sisters, Sana Hashwani and Safinaz Muneer, the brand has become one of the most popular and well-known clothing brands in Pakistan. Its sleek and contemporary designs appeal to women of all ages. The duo has made a name for themselves in the world of fashion and has received numerous awards and accolades.
Apart from fashion, the brand is also involved in various philanthropic activities. They have set up several schools and hospitals in rural areas of Pakistan. They have also participated in various international fashion shows. The company has a reputation for high-quality fabrics and impeccable workmanship.
In addition to producing its own collections, the brand also offers a wide selection of accessories. The brand has a strong focus on sustainability and is constantly searching for ways to improve its environmental footprint. For example, they offer eco-friendly bags to customers and use recycled materials in their production processes. They also work to reduce waste and promote a culture that values employees’ ideas and dedication to sustainability.
Despite its popularity and excellent quality, Sana Safinaz has received poor reviews for customer service. In fact, many of the complaints against the brand have to do with customer service issues. Some customers have reported being given the wrong order or receiving damaged merchandise. In addition, the company’s customer service department is often unresponsive and inefficient. This has led some customers to avoid shopping with the brand altogether.
Retail Stores
Sana Safinaz operates a chain of retail outlets across Pakistan. They provide the latest in trendy and contemporary ready to wear clothing of both western and eastern aesthetic. Their collection also includes unstitched designs, accessories, and footwear. The brand’s flagship outlet at Dolmen City Mall is a one-stop-shop that enchants even the most jaded fashionistas.
The brand is a pioneer in taking designer lawn to the high street. Its first few unstitched luxury lawn collections caused major hysteria, with customers lining up at stores to buy the dresses. They are also responsible for taking the bridal couture industry to the next level, with their gowns and sherwanis lauded as some of the best in Pakistan.
With an eye for global market potential, the duo has started to branch out internationally. They have an export line which is stocked at Signature Inc (a multi-brand store in Toronto Canada) and they are also working on an exclusive range for the US market. Their goal is to be the leading fashion label for women in these markets.
To stay ahead of the competition, the company focuses on customer experience. They use CRM tools to analyse their data and identify opportunities for growth and expansion. They also continuously monitor customer trends to ensure they have a competitive edge.
The company prides itself on delivering unparalleled quality and immersive experiences. They are also committed to maintaining a strong bond of loyalty with their valued customers. This is reflected in their motto, “As your trusted partner, we promise to always deliver – on time, every time.”
In addition to its extensive portfolio of apparel, the brand has also ventured into the world of home furnishings. Their furniture and accessories have a distinct style that blends traditional and modern. They are a perfect match for the modern Pakistani woman who wants to express her individuality and honour her cultural heritage. The brand also offers eco-friendly bags and creates new designs using leftover fabric to reduce waste. This is in keeping with their philosophy of incorporating innovation and sustainability in all aspects of the business.
International Expansion
Sana Safinaz is an established fashion brand ranked amongst the top few designers in Pakistan. Its elegant ready-to-wear fabrics, tastefully embroidered and embossed outfits along with sleek silhouettes appeal to contemporary women of all ages. The two dynamic sisters-in-law and partners Sana Hashwani and Safinaz Muneer are the founders of this all-encompassing lifestyle brand that has carved a niche for itself in both the domestic and international markets.
The label’s fusion of modern, yet culturally resonant designs has set new standards for local fashion. Their attention to high-quality materials and meticulous craftsmanship has also influenced a generation of designers. The duo’s collections are often seen on the red carpet at prestigious events and in high-fashion magazines, which further solidifies their position as leaders in contemporary fashion.
With a focus on customer service, Sana Safinaz is committed to providing a seamless experience for its customers. The brand has revamped many of its stores to reflect this commitment, including its flagship store in Dolmen City Mall and its Bridal Studio in Lahore. The company has also invested in e-commerce, allowing consumers to purchase its products online through their website or mobile application.
As a luxury fashion label, Pakistani Designer Suits is positioned to attract affluent consumers with its premium pricing strategy. Their profit margins average 10-15%, reflecting the investment in high-quality fabric and intricate embroidery. A bespoke design service also helps the brand target high-income clients while maintaining exclusive brand appeal.
A thorough understanding of the brand’s target audience and competitors is vital to success. This includes understanding the lifestyle and buying habits of the brand’s core market in South Asia. This information can be used to identify trends and develop a successful strategy for increasing sales.
Sana Safinaz has expanded into the Indian market by partnering with an Indian fabric supplier, OCM, to distribute their line of ready-to-wear and unstitched clothing in India. Their collection, which was launched this month, features six pieces that showcase the best of Pakistani fashion.
The brand has a diverse product lineup that caters to various budgets, from prêt to couture and bridal. Their target market is women in the 20-45 age range, who are primarily urban, middle- to high-income professionals. This segment accounts for 30% of the total female population in Pakistan and is the most important demographic for the brand.
