Rastah Clothing

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RASTAH

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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