EXECUTIVE SUMMARY
This pre-feasibility study provides information on key facets of starting a Boutique business for Women Designer Wear. Growing number of boutiques have become an emblem of successful clothes business in Pakistan. Most people especially women prefer them over ordinary garment brands. There has been a mushroom growth in women designer wear boutiques since the last decade as they offer versatility and sophistication. This trend is not confined to metropolis alone but has also spread to small cities and towns. The rise is attributed to a growing middle class, exposure to media, entertainment, movies, internet and also to a fleet of qualified fashion designers graduating from fashion schools every year. Aspiring fashion graduates or potential entrepreneurs may find this growing sector a good prospect to capitalize on their potential, talent and market opportunity.
BRIEF DESCRIPTION OF PROJECT & PRODUCT
Boutique sector (women design wear) has mushroomed over the last few years, mostly in posh areas of big cities of Pakistan such as Lahore, Islamabad, Karachi, Peshawar, Quetta, Faisalabad, Sialkot, Multan, etc. This pre-feasibility study focuses on establishing a women designer wear boutique in any metropolis of Pakistan. The boutique will offer a wide choice of clothes to its clientele ranging from traditional dresses, prêt a porter casual, semi casual to formal / bridal wear. Both traditional and western dresses tailored to local needs will be offered to the customers. There is also a good potential for exports of Pakistani dresses abroad also as there is a large population of Pakistani expatriates in Canada, KSA, EU, UAE, USA and UK.
CRITICAL FACTORS Following are the factors critical for the success of this business venture
• Selection of a good location for the outlet.
• Ability to produce / acquire unique designs and safe guarding such design from piracy.
• Selection of affordable and quality raw materials i.e. fabric, accessories, etc.
• Emphasis on quality i.e. stitching and finishing, appropriate labelling, display and packaging.
• Marketing and promotion through various channels i.e. catalogues / pamphlets, outdoor advertisement, hoardings / flex signs, TV & cable ads, fashion shows, participation in exhibitions, promotion through social media (facebook etc.).
• Right product mix, proper inventory management, emphasis on customer services.
• Employing and retaining skilled labor.
• Higher return on investment and a steady growth of business is expected with the entrepreneur having some prior experience in the related field of business.
INSTALLED & OPERATIONAL CAPACITIES 
 The boutique business’s installed capacity will largely depend on the market size it will operate in and the potential clientele.  The said women designer wear boutique will have one (01) in-house designer / owner, 1 production manager and 1 design assistant / purchaser (detailed human resource requirement i.e. master tailors, embroidery workers, sales persons etc. is provided in the human resource section of the document). The project will require installing 4 machines (single needle), one over-lock machine, one embroidery machine and 2 generators (1 for the outlet and 1 for the workshop). The unit will be able to produce 2,240 dresses. On average, a designer can draw / design 300 designs per annum from which around 100 designs are selected on average. Breakup of the total number of dresses will be as follows: 
Total designs selected by designer 100
Number of sizes in each design 4
Number of dresses in each size 4
 Total Number of Ready Made Dresses  1,600
Made to order as percentage of Ready Made Dresses @ 40%.  640
Total No. of Dresses 2,240
GEOGRAPHICAL POTENTIAL FOR INVESTMENT AND POTENTIAL TARGET MARKETS  
The recommended location for setting up a boutique business will be a posh or semi-posh area of a metropolitan city that can offer easy access of customers to the outlet. It is further recommended that the proposed location should be taken on rent. The target market will be the city in which the sales outlet shall be opened, however, there is a good potential for exports of Pakistani dresses as there is a large population of Pakistani expatriates in UAE, USA, Canada and UK.