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Letter of AcknowledgementMr. Muzaffar Azad Course SME Section D Faculty of Commerce University of Central Punjab. Subject Conducting an interview of a SME business Sir, We are glad to submit our report on the specific topic as you have assigned us to prepare a term Project as a partial requirement of the course. Now we are looking forward for your kind appraisal regarding this report. The report reviews on the Success of HSY studio. We were pleased to prepare this report and we expect that it provides you an overall concept on the management HSY Studio. It would be appreciated, if you please evaluate our report. We would like to thank you for your support and feedback. Sincerely yours, Name Ilyas Ahmad Farooqi Muhammad Ahmad Adnan Afzal Umar Akram Javaria Naveed Sammra Liaqat ID L1F10MCOM0155 L1F10BCOM0053 L1F10BCOM0034 L1F10MCOM0142 L1F10MCOM0154 L1F10MCOM0110 Signature
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Table of ContentsIntroduction 5 Historical Perspective Start-up6 7 7 7 6
Vision Statement Mission Statement Financing7
Changes in Mission and Vision of the Organization Web Site Analyses Capital Structure Hierarchy Branches9 9 10 9 8
Marketing Tools
Marketing Issue Related to Stiff Competition HRM Policies11
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HR Issues and How the Company Resolved Those Issues SWOT Analysis PEST Analysis12 13
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Porters Five Forces 18 Product Lines21 21
Cultural Issues if ever faced Brand Recognition 21 Diversification22
Restructuring of the business Forecasting23 23
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Distribution Channels Advertisement23
Quality Control System Growth Trends24
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Corporate Social Responsibility if fulfilledHSY | Hassan Shehryar Yasin
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Introduction.
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Hassan Sheheryar Yasin is one of Pakistan's leading fashion designers, if not the top designer, in bridal and formal wear. Hassan's HSY Studio has been a rage with young brides, and everyone attending a wedding for the last several years, but it has truly reached the frenzied "I am not getting married without a dress from HSY" heights in the last 2-3 years. These days, Hassan (known as Sheru to his friends) is in the US, where he has choreographed a series of fantastic fashion shows for a nonprofit, charity organization called Developments in Literacy (DIL). "I am here for DIL. When we make sales or take orders, a large percentage goes towards the charity we are supporting. DIL is a good organization! They are doing great work and have made huge changes in the educational field, especially for girls in the rural areas. I'm just glad I can help them." Hassan brought his Virasat collection and has bowled over the US audience with class, quality, and sheer creativity that would make you want to get married all over again if only to wear one of Hassan's creations. We met with Hassan in Virginia, a couple of days before he swept over the DC residents with his fashion show for DIL at the Sheraton in Tysons Corner. This young man, barely out of his 20s, is not only a fantastic designer, but a very inspirational person, with deep thoughts and high ambitions. We are truly impressed with his creative genius and business acumen, and hope that you will enjoy reading our conversation with him.
Historical Perspective
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A salutatorian graduate of the Pakistan School of Fashion Design (class of 2000), Yasin is affiliated with the La Chambre Syndicale De La Couture Parisienne in France. He holds an honours degree in couture and currently serves as a member of the board of directors and the executive committee of the fashion institution he graduated from. Starting as a fashion choreographer in 1994, Yasin worked both as a choreographer and designer in various shows within Pakistan and international shows including Dubai, London, New York City, and Toronto. The year 2000 marked the introduction of Yasin's own fashion label, HSY. Starting as a bridal and formal wear couture house, it has since become one of the most recognized South Asian fashion labels in the world and currently employs over 350 people and six stores internationally, with the flagship studio housed in Lahore. In 2003, Karachi-based Diva Magazine placed Yasin on the cover of their "Most Powerful People" issue and also as one of their 10 Faces of the Year. In 2007, Yasin introduced a jewellery line under the HSY brand.
Start-up of HSY About HSY start in the world of fashion design. I started in 1994 as a fashion choreographer and I have been directing fashion shows since then. Then I joined the Pakistan School of Fashion Design, which is a government sponsored school, and graduated in 2000 after completing a four year degree program. The school is affiliated with Les Ecole de la Chambre Syndicale de la Couture Parisienne, France, which is a leading chamber of couture in Europe. I launched my label in 2000, after I graduated. So, in total, I have been working in fashion for eleven years now. I just had a show in London last week where we opened the Fashion Week; this was my 206th show! I have just beenHSY | Hassan Shehryar Yasin
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appointed by the Government of Pakistan to serve on the school's Board of Directors, which is great! Vision Statement. I am here for DIL (Developments in Literacy). When we make sales or take orders, a large percentage goes towards the charity we are supporting. DIL is a good organization! They are doing great work and have made huge changes in the educational field, especially for girls in the rural areas. I'm just glad I can help them. Mission Statement. To become a world renowned luxury fashion designer in fashion industry. And a Fashion Icon. Changes in Mission and Vision of the Organization. There are few changes in HSY Studio like.1. jewelry and accessories line.
I like to do what I enjoy and I feel that fashion is not just about clothes, it's a lifestyle. And I want HSY to be a lifestyle product I want people to be able to buy into the lifestyle that HSY represents, something for everyone. Financing. HSY is an emerging South Asian fashion label started by Pakistani designer Hassan Sheheryar Yasin in 2000. As of winter 2005, HSY employs 350 employees. It is based out of Lahore, Pakistan. Traditionally a bridal and formal wear couture house, HSY has begun to shift towards other genres of design. Currently the collection includes the traditional formal line, a 'made-to-order' line, a studio line, and a ready-to-wear (R2W) line. A men's line is planned for spring 2006. The launch of HSY Living in late 2005 introduced a collection of home furniture, interior accessories, and soft furnishings.
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As of winter 2005, HSY garments typically start from approximately Rs. 4000 ($70 US) for the R2W line, and Rs. 20,000 ($330 US) for the formal line.
Website Analysis.Title : Hsy Studio
Min. Site Value : Max. Site Value : Domain Value : Daily Unique Visitors : Daily Ad Revenue :
$1,800 $3,365 $10 227 $5
Capital Structure. HSY garments typically start from approximately Rs. 4000 ($70 US) for the R2W line, and Rs. 20,000 ($330 US) for the formal line.
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Hierarchy. HSY is an emerging South Asian fashion label started by Pakistani designer Hassan Sheheryar Yasin in 2000. As of winter 2005, HSY employs 350 employees. It is based out of Lahore, Pakistan. Branches Hassan Sheheryar Yasin has approximately 14 clothing display centers worldwide one in United Kingdom, one in Saudi Arabia, two in USA, four in UAE. There are total 6 branches working in Pakistan. Karachi (2 branches) Islamabad (2 branches) Lahore (2 branches)
In Karachi. 1. The Designers. F35/2 Block 4 califfton Karachi. T +92 21 58 33 446 58 61 915 F +92 21 58 37 304 2. The Designers. Shop # 4 Skye garden Apartment Muhammad ali housing society Karachi. T +92 42 45 23 833
In Islamabad. 1. The Designers Shop # 51, ground floor bevirly center 56 G, blue area IslamabadHSY | Hassan Shehryar Yasin
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T: +92 51 25 17 793 2. Melange Outlet # 6, Street # 41, F-6/1, Islamabad T: +92 51 282 3819 In Lahore 1. HSY Studio 23/block G Gulberg ||| Lahore Pakistan T: +92 42 111 279 479 E: [email protected] 2. PFDC boulevard 10 Q Gulberg ||, Lahore T: +92 42 57 51 637 57 51 737
Marketing Tools. Preferred to arrange fashion shows Nationally or Internationally as a Marketing tool. Eleven Years and 206 Fashion Shows. Marketing Issue Related to Stiff Competition. No. Where there is a lot of mixed talent available especially due to the internet, there is also a benefit to the consumer. The consumer becomes intelligent. The consumer starts to realize the different options available under various roofs. The consumer no longer wants to look like a million bucks she wants to feel like a million bucks. What's happening is that there are a lot of designers right now and I think the consumer will do the shifting and the good ones will survive and the bad ones will get down. In the process the good ones will become better for they will
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realize that there is competition in the market and competition will motivate them to become more creative. HRM Policies. The design philosophy at HSY is to combine contemporary silhouettes with traditional techniques of old, making it appealing to an international clientele who have an appreciation for the grandeur and extravagance of a regal past but expect further innovation and creativity. I believe every single designer has a different role when viewing fashion. At HSY we always feel that if fashion portrays a slot of crazy hurricane competed with the sensationalism of fashion trends then we want HSY to be the eye of the storm, where we are, it's the center of timeless classic couture you can wear now and maybe you can take out 20 years later and it will still be relevant. We don't believe in trends-of-fashion; we want it to be something timeless, classic and elegant.
HR Issues and How the Company Resolved Those Issues. Constantly faced with hurdles in this field, but I don't really see them as hurdles. Challenges just motivate me to do more! I am a very competitive person, I always have been. But I have been very lucky and we have had very rapid growth. We started in 2000 with one employee and now we have over 300 people working for us and we have stores in Lahore, Karachi, studios in Dubai and London. Basically, a retail business will run anywhere in the world but just now it is difficult, economically, because the whole world is going through so many changes. Personally I try not to ponder on the negative. Also, I don't just believe in doing everything without proper management. All of our businesses and lines are set up as proper organizations, with their own management. I do what I'm best at, which is the designing and marketing, because I have a natural flair for both.HSY | Hassan Shehryar Yasin
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SWOT Analysis. Strengths. Ability of fulfilling customized order of customers. Wide product line. Availability of workforce. Low labor cost. Easy availability of raw materials. High demand and supply Gap as buyers are much more. Weaknesses. Lack of brand awareness.
Fashion industry has not yet matured in Pakistan. Highly Volatile i.e. rapidly changing the fashion and tastes of people
Opportunities. Increasing trend of people to wards designer clothing. Prospect sales through e-commerce channel. Enter new product markets. Expanding the number of retail outlets. Export Opportunities Threats. The market of the boutiques is highly competitive; therefore if the entrepreneur is not Well responsive to the tastes and response of the clientele as well as the fashions in Vogue he/she may not be able to capitalize the opportunity properly.
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Selection of the wrong venue can be a major hurdle in achieving the desired business Objectives. Economic recession and political situation in the country Established strong competitors PEST Analysis. In this industry evaluation, P stands for Political, E Economic, S Socio-cultural, T Technological that impact the activities and opportunities and threats affecting an industry. Political forces These include any change in government laws tax laws, labor laws, patent laws, government regulation and deregulation etc, political stability, safety and environmental protection regulations, international trade regulations etc. (David, 2005) Changes in tax and labor laws, can directly affect an industrys revenue and growth structures. A rise in the rates of these laws can increase business expenditures and may decrease revenues. Sometimes, with industries with low profit margins, such change can become a barrier to profitability. Political instability in the country in terms of political parties or weakness in governmental policy can prove chaotic for the industry. Under such condition, this business, like any other business can be severely affected and eventually shut down. For e.g., national political parties like MQM and MMA reserve a very unfavorable attitude towards the fashion industry. In case of power, any of these
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parties can adversely affect or even lead to a ban on this industry which could prove distressful. Similarly strict trade regulations and excise policies can affect international exports and hence, increase the overall trade deficit. Environmental degradation posses a great threat to survival of any industry. Hence, being a socially and environmentally responsible corporation is an essential for projecting a positive public image. Economic Forces Economic forces that impact an industrys activities include interest rates, income levels and earning patterns, price wars, oil, currency and labor markets, inflation, unemployment, availability of credit, fiscal policies, consumption and spending propensity living standards, international trade and cooperation policies etc. (David, 2005) Nowadays, there is a growing trend toward two-income households. Individuals place an increased premium on time; immediate availability and improved customer service (David, 2005).Customers are willing to pay more if they can obtain it with ease. There is an increase in the average standard of living in the country with a decrease in poverty level of 10.6% during the past four years (Economic Survey of Pakistan 2007-2008). This can serve as an opportunity for the fashion industry to enhance profit margins through add-ons provided that the income levels remain stable. Changes in interest rates often occur due to changes in the exchange and trade market. A deficit in trade can account for rise in interest rates. Similarly and rise in the international price of oil (as witnessed in recent years) can drastically impact the value of currency. This leads to changes in fiscal policy like an increase in the interest rate translated by inflation. High inflation can slow down business activities and at time generate no profit at all. The inflation rate the year 2007-08 wasHSY | Hassan Shehryar Yasin
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calculated to be 10.3% as compared to the 7.9% last year which shows an increased inflation that disadvantaged business performance country-wide (Economic Survey of Pakistan 2007-2008). However, in an economically active country with lower trade barriers, resultant price wars can increase competition and even and industrys profit margins provided the industry is dominant as well as has international presence. Similarly, increased unemployment can provide an industry opportunity to project a positive image and provide training and employment to the depressed, hence positively contributing to the economy. Socio-Cultural Forces Factors in the socio-cultural front that can influence an industrys operations include demographic trends, cultural changes, environmental patterns, population growth, business attitude, change in tastes and lifestyles, education, ethical concerns, buying habits, religion, family, values and attitudes etc. Pakistan, with a population growth rate of 1.8% is the worlds 6th most populous country with an estimated total population of 160.9 million. (Economic Survey of Pakistan 2007-2008) Out of this 74% of the total population of Pakistan lies in age group 15 34. However, 70% of the population resides in urban areas. (Federal Bureau of Statitics, 2005). With this came in increase in the literacy rate of the country which increased to 55% in the last four years (Economic Survey of Pakistan 2007-2008). Business activities have also flourished quite in the recent years, partly owing to foreign competitors entering the market. This has led to an increased change in the lifestyles and mindsets of people. There is an increased trend towards nuclear and dual-career families which serves as great opportunity for the industry as the buying power of the consumer is enhanced. Moreover, with change in lifestyles comes change in tastes. Nowadays people prefer using customizedHSY | Hassan Shehryar Yasin
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products and this is an opportunity for the fashion industry to pursue its target marketing strategy. Fashion industry is an industry for the youngsters. With such a large and lucrative target market, this industry can earn huge profits, provided it sufficiently focuses of their needs and interests. In view of this, fashion industry collaborated with the PBA (Pakistan Broadcasters Association) to launch a fashion channel worldwide last year by the name of ETNL (Style Dunia & Youth) which is being launched soon in the country (Pakistan Broadcasters Association (PBA), 2007). Religion and ethical preferences too, play a major role in shaping strategies and marketing products, especially if one moves from culture to culture. Fashion industry in Pakistan, therefore has to take into consideration the limitations that ethics, culture and religions imply on clothing nationally as well as internationally.
Technological Forces Though fashion industry is not technologically driven, but is has now become a necessity; especially if an industry or company wants to maintain competitive edge or tap into international arena. The focus of todays industries is on mass customization as well as mass production which are not possible to achieve if it is inept in technology. Several factors impact an industrys technological consideration. These are, Government spending in research, changes in Information Technology, Internet and Mobile Technology, energy use and costs, and international transaction costs etc. Technology is one of the powerful sources of marketing in todays era. The world is now a global village. Increase in technology, especially the internet helps cover a large number of consumers thus, helping a business reach a large target market in a short time span. According to estimates of 2006, the global internetHSY | Hassan Shehryar Yasin
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usage accounts for 21.9% of the total world population with Pakistan alone, having a total usage of 7.2%. (UNDESA, 2006) This is a very attractive opportunity for the fashion industry in case fashion designers start e-selling. International marketing (e-commerce) is one of the major contributors to world economy. It not only helps in the development of the business but also helps in the development of the countrys economy. However, any business before tapping into international arena has to go through various study and research to adopt proper marketing mix, physical evidence and performance before launching itself worldwide. It also needs to be aware of all the rules and regulations (cyber) of its host country. Once capitalized upon, e-commerce can produce great profits.
Porters Five Forces. Below a diagrammatic summary of the five important competitive forces is given:
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Rivalry among competing firms Fashion industry in Pakistan is yet in its progressing stages. It has moved ahead from being embryonic but hasnt spurted. However, threat of competitors is still an important factor that govern the operations of this industry; particularly the rivalry between fashion designers of Karachi and Lahore in terms of ideals have prompted every company in the industry to strive to develop a competitive edge and nationally expand as large as possible. This is mainly because the few designers that exist at present are equal in size and capability. The internet is still not used as a primary source of doing business but there is a growing tendency among designers, particularly the established ones to use internet for trade purposes nationally and internationally.HSY | Hassan Shehryar Yasin
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Inflation and changes in customers perceptions and attitudes is also a driving force toward increased competitive rivalry. In the beginning, fashion designers pursued all their efforts towards bridal dresses. But as customers are becoming more and more aware and demand of branded apparel is increasing, these designers are finding new areas of development by focusing more on casual outfits. However, this industry is still not mature enough in its life cycle that price cutting could be a common phenomenon. There is not much time before these few designers are faced with increased competition particularly as standards of living become high and international designers set up their business in the country. Competitive rivalry in this case is comparatively high. Threat of new entrants Threat of new entrants in Pakistani fashion industry is high. This is because the barrier to enter this market is quite low because no previous experience is required to start doing business in apparel, customers have low brand preference and loyalty, too is low. If a customer gets a better option else where and that too, for a lower price, s/he can switch to that option. Regulatory policies in the country are not very strong and hence achieving patents for a product or service is relatively easy. Moreover, the government itself promotes the setting up of new businesses. In regards to technological requirement, fashion industry does not require any cutting-edge technology to keep at pace. Therefore, if one needs to get into fashion designing, it is quite easy. Potential development of substitute products In an apparel industry, there is no substitute for clothes, but there may be a substitute on the procedure of processing them. Fashion industry, too faces threat of substitute methods of processing. People, especially in a growing economy canHSY | Hassan Shehryar Yasin
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easily get ideas from designer outfits and get them stitched through a neighborhood tailor instead of buying it from that very designer due to its high price. On the other hand, local tailors can give you the same design, though maybe not the same quality at a comparatively low price. Hence, the threat of substitute is high. Bargaining power of suppliers Bargaining power of suppliers is quite low in Pakistani fashion industry. The major raw materials required in this case are textiles and embroidery materials. These two industries textiles and embroidery are one of the richest and profit producing industries of the country. Therefore a designer has the power and the choice to switch among suppliers and even negotiate prices as there are a large number of suppliers available to provide the same or even better raw materials at negotiable prices. Bargaining power of customers Bargaining power of customers is low in this industry. This is because there few choices to select from. Designers have there set prices that are quite high and fixed they cannot be negotiated upon. If talked about competing brands, a buyer cannot easily switch to other options. Products are homogenous and the prices may either be uniform or else a buyer has to trade-off with quality of the product.
Product line. 1. HSY Wedding 2. HSY Couture 3. HSY R2W (ready to wear)4. HSY Homme HSY | Hassan Shehryar Yasin
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5. HSY Private collection 6. HSY Noir 7. HSY Active Cultural Issues if ever faced. There was a huge brain drain and now the people are coming back and giving back to the country. The new generation wants to stay; they are not interested in going anywhere outside the country. There are huge possibilities for making money and doing something for their country and I think people are interested in that. This kind of patriotic feeling has never been around since 1947. I think this change has a lot to do with president Musharaf being in power. I think he has changed the way we think about ourselves. There are more opportunities now, we have a far larger middle class economy, consumer awareness is increasing, and I think people are beginning to feel proud of the fact that they are Pakistanis. People are forgetting the Nawaz Sharifs and Benazir Bhuttos of our history and they are beginning to realize it's not just about politics; it's about our own lives, our neighborhoods, our society, and giving back to our country. Brand Recognition. HSY label speaks about the modern day woman who understands the rich legacy of the past. The lines are fluid and silhouette is full and luxurious. Using only the purest of fabrics and richness of embroideries, the emphasis is on unconditional glamour. Diversification. I always wanted to do menswear but wanted to progress slowly and gradually with complete concentration and produce something exciting and fabulous. Now that we have the time and we feel that we have established HSY women's wear so now we can start off the HSY men's wear. Can't start off anything I can't concentrate on,HSY | Hassan Shehryar Yasin
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seriously, it's about trying your hand in everything and that's what we are doing right now. Do you have jewelry and accessories line? Yes. I like to do what I enjoy and I feel that fashion is not just about clothes, it's a lifestyle. And I want HSY to be a lifestyle product I want people to be able to buy into the lifestyle that HSY represents, something for everyone. Restructuring of the business. Starting as a fashion choreographer in 1994, Yasin worked both as a choreographer and designer in various shows within Pakistan and international shows including Dubai, London, New York City, and Toronto. The year 2000 marked the introduction of Yasin's own fashion label, HSY. Starting as a bridal and formal wear couture house, it has since become one of the most recognized South Asian fashion labels in the world and currently employs over 350 people and six stores internationally, with the flagship studio housed in Lahore. In 2003, Karachi-based Diva Magazine placed Yasin on the cover of their "Most Powerful People" issue and also as one of their 10 Faces of the Year. In 2007, Yasin introduced a jewellery line under the HSY brand.
Forecasting. My main aim besides fashion, which I obviously love, is to promote a positive image of Pakistan. I am in many ways a very patriotic person. I think this Fashion Week will really help us out. The world will not see Pakistan as fundamentalist and extremist nation, but a more progressive and talented nation with so much potential. Unfortunately the media over here only portrays the wrong side of Pakistan. We are open hearted and fun people. I think it's really sad that people "fix" the same kind of picture onto Pakistan and then they think that's what it really is. What they show onHSY | Hassan Shehryar Yasin
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CNN and Fox news is a complete misrepresentation of Pakistan. With the right kind of media coverage, we can portray the softer image of Pakistan, because that is who we really are! There is a new Pakistan and it's good for people to see that. Distribution Channels & Advertisement. Through Yasir Saeed. Black Box Concepts Own and Manage a successful a full service creative and communications agency that handles the image-building of multi-national and local clients which include Tag Heuer, Levis, Patchi Pakistan, LVMH, Royal Palm Golf & Country Club, Sui Northern Gas Pipelines Limited, Leisure Club, Maria B., HSY Studio, Mens Store, Stoneage Jeans Co. and Murree Brewery. Quality Control System. HSY Studio specializes in bridal wear. We started out with evening wear, but for the last three years we have become known for our bridal collections. We also have a line called R2W, which is a ready to wear line. Then we have a Studio line, with Western clothes. We do a couture line, a men's line, and we are also launching a furniture line in January. My label, HSY, is about a lifestyle and not just about clothes, and that's what we want to sell - a timeless, classic lifestyle that will fit well with today's fast paced modern life. We can easily claim to be high end because we are not off the rack designers. Growth Trends. We have a lot of varied clients; we sell a lot to the Middle East market, and we sell a lot in Pakistan. We have a lot of clientele in India and I've have had many shows in India and actually a lot of shows in Dubai, Muscat, Prague, Greece, Poland,HSY | Hassan Shehryar Yasin
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London, Germany, New York, LA, Atlanta, Toronto, and Ottawa. The show in Prague was for the President and the First Lady, which was a great honor and lots of fun. Max Mara (a leading Italian designer) was also in this show. We both showed our collections together on the same ramp, which was a first for a Pakistani designer. This was a big show because we were doing it for the President and it was also a charity event. The proceeds went to UNICEF. It was a lot of fun especially since we were doing it for a good cause. Corporate Social Responsibility. These days, Hassan (known as Sheru to his friends) is in the US, where he has choreographed a series of fantastic fashion shows for a nonprofit, charity organization called Developments in Literacy (DIL). "I am here for DIL. When we make sales or take orders, a large percentage goes towards the charity we are supporting. DIL is a good organization! They are doing great work and have made huge changes in the educational field, especially for girls in the rural areas. I'm just glad I can help them." Hassan brought his Virasat collection and has bowled over the US audience with class, quality, and sheer creativity that would make you want to get married all over again if only to wear one of Hassan's creations. We met with Hassan in Virginia, a couple of days before he swept over the DC residents with his fashion show for DIL at the Sheraton in Tysons Corner. This young man, barely out of his 20s, is not only a fantastic designer, but a very inspirational person, with deep thoughts and high ambitions.
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