Pakistan’s traditional footwear, the ‘Peshawari Chappal/Kheri’, has made its way into the European market under the world renowned fashion brand Paul Smith. Sir Paul Smith is a celebrated English menswear designer.
The ‘chappal’ is on sale on Paul Smith’s online store which can be viewed HERE. This ‘chappal’ is being sold for 300 UK pounds or over $500; this is at least 20 to 30 times higher than the price of the high-end ‘Peshawari chappals’ being sold in Pakistan.
In recent days there was an uproar against this placement and branding of the ‘chappal’ as Mr. Smith failed to credit the design to Pakistan or even the specific region from where the design originates. Mr. Smith calls the ‘Peshawai Chappal’ ‘Robert’; the online store, however, is now crediting the design to be inspired by ‘Peshawari chappal’.
This is an indication that Pakistan’s traditional goods are in demand across European countries; this is something our designers and manufactures must look into. Due to technological advancements, our local manufacturers can now reach out to these European markets directly through the Internet.
Internet is a powerful tool; one that is connecting people around the globe through the World Wide Web. In today’s day and age the internet is more than just a tool used to gather information. The internet is now being used to connect with friends, to watch movies, to stream live broadcasts, to share files and even setting up multibillion dollar businesses.
Pakistani entrepreneurs, manufacturer, and designers should also looking to enter various markets around the globe through the use of internet. This method involves minimum risk and is far more cost effective and time efficient than having a physical presence in these markets.
Pakistan’s software and app developers have been able to penetrate the global market to some extent. Other industries in Pakistan should also look to use the internet and Information Technology (IT) based solutions to interact with European and other global markets.