Fashion, Identity, And Inclusion: Exploring The Gender-Diverse Community’s Perceptions Of Clothing Brands In Pakistan

Abstract

In Pakistan’s clothing industry, the transgender community represents a neglected but strategically important market segment that can no longer be overlooked. The current research offers a limited perspective on their attitudes toward branded apparel, perceptions of fashion, and the psychological factors shaping their purchasing behavior. This exploratory study investigates how transgender individuals perceive branded versus unbranded clothing. Using focus [1]groups and in-depth interviews, the study reveals three key findings: (1) Transgender people share nothing but positive perceptions when it comes to branded clothes; (2) although unbranded clothing is not entirely dismissed, it is viewed as a secondary option, often chosen due to social and financial constraints; and (3) designer brands are strongly preferred over tailored or locally stitched garments. The results also highlight the significance of involving the transgender community in product design and promotion. Local designer brands that have embraced transgender inclusion report not only social recognition but also tangible economic benefits. Moreover, the study identifies and discusses the underlying reasons for the persistent lack of inclusion within the broader industry.