Women’s luxury brand, Elan launched its new unstitched collection Tresor on Sunday. Creative director of Elan, Khadijah Shah says that the collection is accessible to all women with a very ‘affordable’ price tag that is between Rs. 18,000–20,000.
But that’s not all. According to Elan’s Instagram post, the price will go up to Rs. 10,000 if customers want it stitched.
https://twitter.com/khadijah_shah/status/1175801825393618944
It seems that luxury brands have misunderstood the definition of what ‘accessible’ and ‘affordable’ means to their customers. Elan is a well-renowned clothing brand in Pakistan with high-end clientele. But when the brand dabbles with the concept of introducing reasonably priced Tresor collection to the market, it sparked an outrage of sorts from many Pakistanis over at Twitter.
Just when people thought it couldn’t get any dumber than Generation’s campaign for school teachers, in came Elan with their new ‘affordable’ collection.
https://twitter.com/doctorwhothefuc/status/1175865422287183872?s=20
Many of the people took to Twitter to share their two-cents and ‘feelings’ about the collection. Let’s just say it was not what Khadijah Shah expected, as the creative director was put on notice by Pakistani Twitter.
https://twitter.com/ABSMakhdoom/status/1176035200087859200?s=20
Some were not big fans of the brand’s new French collection…
https://twitter.com/Thomas_WayneFPt/status/1175860642017927171?s=20
For some, candies and chocolate were a better option instead of buying a dress
https://twitter.com/m_siddiq7/status/1175828820617658368?s=20
Following the backlash on Twitter, Shah responded:
https://twitter.com/khadijah_shah/status/1176067588599820288?s=20
It didn’t help much as most people were outraged by her justification.
https://twitter.com/TheStarRegulus/status/1176090357798514688?s=20
People called out on her misconception of middle class and upper middle class
https://twitter.com/msikanderkhan/status/1176173486315855873
Many on Twitter sided with Khadijah Shah’s and made some fair points regarding the price tag.
https://twitter.com/NotZafaryab/status/1176010031608651776?s=20
People called out those that justified prices of other high-end brands instead of acknowledging Elan’s efforts.
https://twitter.com/Syngrafeas__/status/1175827164782104579?s=20
Some were either just sarcastic or genuinely excited for Elan’s latest collection.
Now I know what to get with the last 20k in my account. Thanks, Elan! https://t.co/NxiPDjekI3
— Atiya (@bhumrobhumro) September 22, 2019
Despite the negative to mixed reactions on Elan’s latest collection, there were several people who pointed out why the latest collection exists at such a price, since Elan generally caters a niche market that is willing to pay the price.
What are your thoughts regarding the whole controversy?
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