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After his death, what will happen to Junaid Jamshed's fashion empire?

After his death, what will happen to Junaid Jamshed's fashion empire?

"We'll continue to use his name to represent our label and we hope to grow," says the brand's management
Updated 16 Dec, 2016

When Junaid Jamshed passed away on December 7, he left behind an extensive legacy: a wealth of music, an exhaustive and controversial history as an evangelist and a divided set of fans.

Some have been reminiscing about his music, others recalling his sermons and amidst all these conflicting eulogies, there are the aficionados who frequent his J. stores.

By no length of the imagination can the J. – Junaid Jamshed – entourage of outlets be considered the savviest contenders in the local high-street. Although the brand has a hold over good quality fabric it has lately showed a predilection for a mish-mash of multi-colors that isn’t always aesthetically pleasing.

And yet, there’s no denying J.’s growing strength. The brand, at present, has a whopping 100 stores, stocking unstitched women’s fabric, prêt for men, women and children, perfumes and a recently launched makeup range. According to the official website, 57 of these stores are scattered about the country while the rest are international standpoints, dotted about the U.S.A., the Middle East and even ‘down under’ in Melbourne, Australia.

In the clustered PR wars that perpetually rage through the high street, one often takes note of a Khaadi or a Sapphire spreading its wings, but in the meantime, J. has been expanding quietly and much more impressively than its competitors.

J, rings in Independence Day in one of their international stores
J, rings in Independence Day in one of their international stores

“Most other brands have franchises abroad,” points out J.’s CEO Sohail Hamid, “while we own all our stores.” That’s quite an achievement – one lauds local retailers for expanding but most of them merely strike deal with international franchisees. The fact that the brand owns all its stores is indicative of its retail strength.

It’s also indicative of how a lot of people love multi-colours.

There’s also no denying that a considerable segment of the label’s fan following are enamored by the late Mr Jamshed’s persona. He may have had switched focus from a musical career to a religious one but Junaid Jamshed continued to remain in the spotlight.

“The mike has stayed with me,” he was known to say. “Earlier, it would be used to sing songs and now, to relay religious messages.”

Amongst the usual milieu that frequents the high-street, one especially observes a strong religious contingent at the J. stores: women with veils and hijabs, bearded men, the avid audience of Junaid’s sermons who extend their love by buying from the man’s eponymously named store.

The brand itself has often made allusions towards religion. While all and sundry chose top models for their lawn shoots, J. billboards have been known to feature brilliantly coloured kites in lawn prints and more recently, the unfathomable images of cars festooned with lawn designs. This was also the brand that initiated the use of beheaded models on their billboards – since images of faces are ‘unreligious’ – eliciting wisecracks but also starting off a trend that was later followed by other brands like Tarzz.

But what will become of the burgeoning J. empire now that the brand’s representative and shareholder Junaid Jamshed has passed away?

“Over the past few years, Junaid Bhai wasn’t very involved in the day to day running of the business,” tells Hamid, who was Junaid’s partner in the business. “He was busy with his religious work that would involve a great deal of traveling. Nevertheless, he was a director and a shareholder and we were using his name for which he would be given a royalty."

"I do believe that our business has thrived because of his personality and the sacrifices he made in his life. People truly loved him and will continue to do so and it is obvious that he is one of the main reasons why customers have been drawn to our brand. They keep coming, though, because they like our product lines.”

“Now that he is no more, we will continue to use his name to represent our label and hope to grow from strength to strength.”

Following Junaid Jamshed’s death, the brand observed a three-day mourning period during which the stores remained closed. They are now up and running again. “We will persist with staying true to the values that have always defined our brand,” promised Hamid.

The J. store at Dolmen Mall, Karachi
The J. store at Dolmen Mall, Karachi

Overshadowed by Junaid Jamshed’s persona, the J. stores are a retail success story that have often been overlooked. Or perhaps it’s just the blinding effusion of multi-colours that they tend to use. Without Junaid Jamshed’s celebrity status to propel it forward, perhaps J. should now endeavor to hold on to its considerable market by focusing on better fashion; stronger aesthetics and more coherent colour schemes.

In our fluctuating economy, we can only boast a few bona fide success stories. J.’s story is inspirational and reflective of Pakistan’s growing predilection for the high-street – one would want to see it continue to grow and become more aesthetically sound.

Comments

Jazzy Dec 15, 2016 05:37pm
Great ambassador for Pakistani fashion.We need more entrepreneurs like him in Pakistan.A great loss to the nation.
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Mobius Dec 15, 2016 05:54pm
Junaid Jamshed was not the owner of J. The brand is still going to continue to be popular
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Rashid Hussain Dec 15, 2016 06:35pm
Being a JJ's fan I wish jdot all the success. Truly speaking, sympathy factor will assist the brand but not in the long run as people tend to forget. In this case "Junaid Jamshed" was "the brand" of this business, not "jdot", so it will be a rocky ride for this retails business in the near future
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AKs Dec 15, 2016 06:39pm
In almost 20 years in Karachi, I never saw women wearing head-to-toe abayas (as in the picture in the article). They used to dress modestly but with elegance and grace. I emigrated many years ago, and would probably not recognize the fanaticized culture of my country were I to return.
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Masoud Dec 15, 2016 06:42pm
Hazaaron Oth Gaye Lakin Wahi Rownaq Hai Mahfil Ki. The business will continue
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asif Dec 15, 2016 06:46pm
@MOBIUS, we know why this brand got so much popularity in such a short time. Don't we?
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True Dec 15, 2016 08:30pm
It's going to be even more popular after his demise.
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Hafeez, Canada Dec 15, 2016 09:19pm
If the quality is good there will be no problem with the brand. Only JJ name is enough.
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Faheem Dec 15, 2016 09:29pm
Feel very sad about the lost of Junaid jamshed and i know no one can take his position but yes there is gap in fashion industry after Junaid jamshed
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irfan Dec 15, 2016 09:49pm
Why are you so worried he has just be laid to rest today, this writerup should have come at least some days after not on the day of his burial. Besides all those owners of great brands die, but not their brands.
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Abdul Jabbar Dec 15, 2016 10:34pm
J. brand is not only popular in Pakistan but has several outlets are doing business in USA & europe. It will continue its popularity after his death.
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jAVed siddiqui Dec 15, 2016 11:00pm
@Masoud InshaAllah
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TrOllslayer Dec 15, 2016 11:28pm
Ugly clothes!
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maha Dec 16, 2016 12:58am
I don't think that people will leave J. , now that he is no more will buy more from his shop in his loving memory.
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nasr Dec 16, 2016 01:10am
If Quality and price is good people will still keep on purchasing. I do not see much of a design aspect in the shalwar qameez for myself but I do go for nice color with very simple light little embroidery even plain is ok but for me quality of Fabric is very important.
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white noise Dec 16, 2016 03:03am
@asif you are spot on with this one !!
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Khalid Dec 16, 2016 06:55am
Developing a brand is huge success. J store should continue as it is. Next business step should be making it a international brand in famous high streets in world especially within Muslim communities. Using a new female and male brand a ambassador can be a good business strategy.
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Sadaf Fatima Dec 16, 2016 07:53am
The clothes at J. are of high quality fabric and the designs aren't bad either. It's been running because of the value it provides to customers, not just because of Junaid Jamshaid's name. I sm sure the business will go on. I don't agree with the writer indicating a mesh of bright colors and mindless designs. The brand is full of well designed clothes with quality fabrics. And yes, it is not just stormed by the 'more religious', it has a diverse clientele.
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MMK Dec 16, 2016 08:28am
@AKs what is so wrong with wearing abaya ?
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Babar Dec 16, 2016 09:51am
This is going to be a tough time for stores but should not be a problem if keep following the path and objective of Jamshed. It is well known that their is someone else behind the designs. Goodluck
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FAISAL IQBAL Dec 16, 2016 10:15am
Unique brands of J . We all like for more than 8 years. Specially , Shalwar Kameez , Sandals and perfumes are most famous brands of J.
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Adnan Dec 16, 2016 05:10pm
I never knew that J. was not wholly owned by late Junaid bhai. Last sunday, I bought a men suite and asked the store manager about the ownership of J. business on which he replied that Junaid Jamshed is the sole owner.
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Noorma Dec 16, 2016 09:09pm
I think the name royalties could still go to Junaid Jamshed's family- siblings, wife, kids etc. Otherwise, a charity could be established in his name and all of his share of proceeds could go there. I think it is a good brand and given the lack of competitiveness of Pakistani brands on the world stage, J. does a fantastic job of catering to the niche market worldwide. :)
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Sallu bhai Dec 16, 2016 09:42pm
I think J. will be even more popular and profitable. People loved Junaid Jamshed and they will continue.
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Asim Dec 17, 2016 12:52am
JJ was partner but not the owner or major investor. He was not involved in the development or operation of this business. Future of the brand will depend on the style, value, and image it offers as compared to it's competition.
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Azhar Iqbal Dec 17, 2016 01:09am
@AKs Wearing head-t-toe abayas is NOT fanaticism as long as it is done by choice and not force.
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Zubair Dec 17, 2016 10:36am
J. The Legacy Continues
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