Corporate Profile

RETAIL

The label’s mission is to serve its muse, the Rijas customer. She is the global woman of today; intelligent, responsive, fulfilling many roles-nurturer, corporate high-flier, world citizen and ecological guardian-secure in her own skin. Rijas answers her sartorial needs with a diversified product line. Tools used are color and embroidery, textile and texture, line and silhouette, but most of all a sensibility that reaches beyond pure fashion and has everything to do with style.

BRAND STRATEGY

Rijas Design Studio’s growth springs from a proactive responsiveness; to customer, the environment, the rich Pakistani culture and its heritage. The studio operates from the strength of being a brand that originated vertically integrated, concept-to-customer process, a process that begins with the yarn and extends to the stand alone or franchisee store.

BRAND PRESENCE

Rijas has pioneered fashion fabrics since 1966. Augmenting the brand’s stature and establishing its global presence is a dedicated workforce of over 100 trained professionals in design and business. The studio’s well-networked team distributes the product through a chain of exclusive salons, stand alone and franchisee shops, premier fashion stores and boutiques throughout Pakistan and in several foreign cities of London, New York and New Delhi.

DESIGN

The design process extends from yarn and weaves, to patterns, silhouettes and detailing, accessorizing and finishing. These include printing, embroidering and also considerable hand work. Such are the creative resources that can produce Rijas classics and then go on to extrapolate them in various designs from one season to the next.

MANUFACTURING

Rijas signature embroidered designs acquire form and contact in the embroidery unit with a monthly capacity of thousands of meters of fabric – silk, crepe, georgette, linen, knits and blends.

The brand began at a time when the Pakistani fashion industry was about to begin and today when the industry is still unorganized to an extent, Rijas is one of the few professionally run brands that effectively compete anywhere in the world.

AHEAD

The label’s growth has been extremely gratifying in 2005 during which time Rijas was an undoubted market leader. Year 2006 started with expansion and restructuring simultaneously. The label’s growth continued to be strong both domestically and internationally, even as new directions were discovered, new goals defined and re-prioritized to meet what was becoming a challengingly different market for the entire industry.

One of these goals was met when Rijas launched the women’s fancy (handwork) fabric collection, an initiative that helped the brand position itself strongly in today’s competitive market. What served as an overture to a redefined brand profile and a declaration of intent was Rijas showing at Bridal Waves exhibition in January; the collection was hailed for its definitive, characteristically Rijas command for color and embroidery. And since then, the resounding applause at fashion shows like the ones in Dubai have testified its universality.