It seems like brands have misread the concept of affordability or for them there only exists the upper and elite class who can think that an unstitched dress for Rs 20,000/- is affordable!
It all started on Sunday night, when Elan’s creative director Khadeejah Shah shared in a tweet that the upcoming launch of a new collection named Tresor (that’s French for the word ‘treasure’) at an “affordable” price range, starting from Rs18,000-20,000!
However, the price tags mentioned in the Instagram post, went up another Rs10,000/- if someone wants to get the stitched one.
So a lot of people following me give me grief for Élan being unaffordable. I thought I’d share our newest collection Tresor with you guys! It’s an unstitched wedding season collection. Beautifully hand embellished and quintessentialy elan priced just between 18-20k pic.twitter.com/5G8cUDNzJ4
— khadijah shah (@khadijah_shah) September 22, 2019
Well, Pakistanis strongly reacted over this so-called affordable collection, wondering that how come Rs18-20K is an affordable range for an unstitched dress! It seems like the brand is mocking the buying capacity of an average person of the country whose average salary equals to the price of this suit which is not even stitched!
Did she just say unstitched 18-20k is affordable https://t.co/GObruDwZkD
— . (@Mahnxr) September 23, 2019
say it with your chest that it’s for rich people instead of claiming it’s “affordable”, that’s just ridiculous
— bis (@itsokaybis) September 23, 2019
Generation: we're gonna use teachers as models for our clothes that no teacher can actually afford lol
Élan: hold my sui dhaga https://t.co/fJr5ic7i00
— a fast train to hell (@doctorwhothefuc) September 22, 2019
The monthly minimum wage in Pakistan (on paper) is Rs. 15000. This is a bargain. https://t.co/Z72xfQKYId
— Hassan Javid (@HassanJavid_) September 22, 2019
Well there are some tweeps who think that this range is actually affordable! and they must have got their own reasons:
This comes in formal wear, everyone. This is exactly how much all of this costs if u get it made urself from the scratch.
Aqal ko hath maare, pls! https://t.co/KOkWLikQTt
— soha (@SohaTazz) September 22, 2019
It's not the price that bothers me now, to be honest. After giving a considerable thought, I think if the labourers are fairly* compensated for such a commodity, the price is fair. https://t.co/w3MfXZF4Oo
— Zeharyab Fassan (@ZafaryabHassan) September 23, 2019
How capitalism reinvents demand. https://t.co/m6o4et3Jgh
— Aitzaz Hussain (@aitzazh_) September 22, 2019