Degree
Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Advisor
Ms. Mohini Mayur, Visiting Faculty, Department of Marketing
Project Coordinator (Internal)
Dr. Muhammad Shafique, Program Director MBA & Executive MBA
Project Coordinator (External)
Ms. Nimrah Zubari, Senior Marketing Manager, Imtiaz
Client
Imtiaz
Committee Member 1
Ms. Versha Deepak, Project Reviewer, Department of Marketing
Project Type
MBA Research Project
Keywords
Retail Repositioning, Perception Gap, Private Labels
Abstract / Summary
Imtiaz Group Private Limited is an undisputed retail powerhouse in Pakistan operating 30+ stores across 14 cities. To diversify into higher-margin categories, Imtiaz introduced three inhouse apparel labels: Buraaq (Menswear), Sabiha’s (Womenswear), and Khilkhariyan (Kidswear). However, the category faces an acute "Perception Gap". While consumers view Imtiaz as a dependable grocery provider, they do not recognize its fashion authority. This causes an identity conflict, creating over 80% category revenue dependency on grocery-led footfall. This project utilizes a comprehensive mixed-method approach. Qualitative research involved on-site visual merchandising audits at major Karachi outlets and stakeholder interviews with Imtiaz's buying and design teams. Quantitative research evaluated empirical survey data from 106 urban consumers in Karachi to measure awareness, purchase triggers, and experiential barriers. Empirical analysis reveals vanishingly low independent brand recall, with Buraaq at 12.3%, Sabiha's at 5.7%, and Khilkhariyan at a negligible 0.9%. Although Imtiaz gained good scores for providing convenience and has an established image of providing value for money, the purchase barriers were identified to be the perception of quality and designs. In order to resolve this perception gap, we have presented a few actionable strategies to strengthen these brands. These strategies include influencer led merchandise collaboration, designer capsule collaboration, fashion pass initiative and narrative building campaign. These strategies can be used to deal with the current challenges identified in our research and help Imtiaz establish itself as a trusted fashion destination.
Recommended Citation
Najeeb, H., Gul, M. A., Haq, M. U., & Zahid, W. (2026). Growth Strategy of Imtiaz Fashion Category (Buraaq, Sabihas, Khilkhariyan) (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/363
