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Public Perception of Clothing Brand Khaadi and Sapphire; A Thematic-based Analysis

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Thematic analysis reveals how Khaadi and Sapphire influence consumer behavior and cultural narratives in Pakistan's fashion sector.

Brands like Khaadi and Sapphire significantly impact public perception and consumer choices in the fashion industry.
The analysis highlights the role of marketing strategies, emphasizing cultural influence and customer engagement.
Observational study of thematic elements affecting consumer behavior toward clothing brands in Pakistan's fashion market.
Findings suggest that promotion of inclusion and cultural pride shapes buyer choices in an evolving fashion landscape.

Imran et al. (2025) studied this question.

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