CLOTHING BY: Hira Zulfiqar Ali Lubaina Fatima Malik Marium Rashid Arwa Amir Ali Azka Usman Areeb Mosani Sameed Hussain Khan Muhammad Ibrahim What Is Rastah?
❖ Rastah, founded in 2018 by Zain Ahmed,
is a brand with a clear purpose and unique name. Rastah means "path" or "way" in Urdu. ❖ It signifies the journey of redefining South Asian fashion on a global stage ❖ Rastah is a movement. Rooted in South Asia's rich artistry and cultural legacy, the brand strives to challenge stereotypes about 'Made in Pakistan.' What is Rastah's Aim? ❖ Zain Ahmad, who serves as Creative Director, brings a personal touch to every piece, drawing on his experiences living in London, Toronto, Vancouver, and Lahore. ❖ Under Zain’s visionary direction, Rastah aims to break boundaries and influence global narratives, positioning Pakistan as a center of creativity and innovation in the fashion world. ❖ Each creation is a piece of art, telling stories of resilience, tradition, and self-expression, while reshaping perceptions of Pakistani craftsmanship. Persuasive Techniques Employed By Rastah ❖There are many different techniques which can be used to make the brand attractive. ❖strategies utilized by Rastah include: ❖Scarcity ❖Emotional Appeal ❖Bandwagon Effect Scarcity as a Marketing Tool ❖Rastah creates limited-edition collections. Rarely restocking items, impels exclusivity. ❖This approach persuades customers to invest, knowing prices may rise over time. ❖Example: The "Paisa Jacket" from the 2020 Volume IV collection originally sold for $300 and now resells on platforms like eBay for $600–$1000. ❖Through scarcity, Rastah transforms its pieces into a collectible investment. Emotional Appeal Through Storytelling ❖ Rastah employes emotional appeal through storytelling, this emphasizes South Asian heritage and craftsmanship, resonating with global audiences. ❖ Each piece reflects South Asian culture and supports artisanship, appealing to both local and international communities. ❖ This approach has led to mentions in major publications like Vogue and Hype beast and popularity among Bollywood and Hollywood icons like Riz Ahmed, Karan Johar, and Iman Vellani. ❖ Rastah proudly preserves cultural handicraft, it challenges perceptions and promotes Pakistani artistry worldwide. The Bandwagon Effect ❖Rastah leverages the bandwagon effect as it showcases its growing community of trendsetters and fashion-forward individuals. ❖Celebrities like Justin Bieber, Timothée Chalamet, Anil Kapoor has been seen in Rastah, which adds to the brand’s appeal as culturally rich streetwear. ❖Rastah clothing has turned into a status symbol, this encourages customers to feel part of a collective identity that values art, heritage, and modernity. Rastah's Campaign Journey ❖ Rastah started the campaign journey when French Montana wore Rastah's denim jacket and received popularity. ❖ This breakthrough made them understand the importance of using high profile celebrities to promote the brand. ❖ They reached the celebrities indirectly through trusted networks and got successful placements through Riz Ahmed and even drew in Bollywood celebrities like Anil Kapoor. ❖ Through celebrity's brand created an image of high-end and exclusivity. ❖ Justin Beiber PR team reached out to Rastaah which further promoted the appeal in high fashion circle Central and Peripheral Messaging Route Central Route: ❖ Rastah targeted selective audience that prefers and appreciates high-end and culturally nuanced fashion. By convincing figures like Riz Ahmed to showcase the brand at high-profile events like Oscar escalated brand's authority and emotional appeal. Peripheral Route: ❖ Rastah expanded towards a broader audience through social media. Even though it received initial criticism for positioning itself as a high-end brand, the exposure fueled online discussion and brand awareness, specifically on online platforms like Instagram and Twitter. Campaign Impact on Consumer ❖Rastah blends modern aesthetic with a Pakistani touch, this resonates with an audience looking for cultural authenticity in fashion. ❖Influencer campaigns firmly positioned Rastah as a leader in South Asia luxury streetwear. This creates consumer loyalty and a culturally invested community. ❖By representing South Asian identity and high-end craftsmanship, Rastah can attract high-end consumer deeply attached to their country's culture. Sales Forecast and History
❖ Founded in 2018, Rastah witnessed steady growth.
Both locally and internationally. ❖ With appearances at London Fashion Week, red carpet events, and even in the Marvel series Ms. Marvel, the brand is establishing a strong global presence. ❖ Despite exclusive sales figures, the clothes are always sold out. ❖ The average price range of $450–$1000+ suggests ongoing demand and a niche but loyal customer base. ❖ Co-founder Zain Ahmad’s inclusion in Forbes 30 under 30 highlights Rastah’s growth and a promising future as it expands through collaborations and a positive sales trajectory Conclusion ❖Rastah's journey is a demonstration of cultural authenticity, emotional appeal, and influential connection in building a distinctive brand identity ❖By combining a unique blend of South Asian heritage and high-end streetwear, Rastah alter perceptions of Pakistani craftsmanship at a global stage. ❖Using scarcity, and strategic exclusivity, Rastah targets an audience that sees each piece as more than a garment, rather an investment in art and cultural preservation. ❖By showcasing the culture of Pakistan at a global level, Rastah has achieved a symbol of luxury streetwear of South Asia with a purpose.
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