J. Junaid Jamshed – Cumpro Solutions – Digital Marketing Agency

BUSINESS OVERVIEW

(Junaid Jamshed) is one of Pakistan’s most iconic and successful brands of fashion and lifestyle, founded by the late scholar Junaid Jamshed. With a strong retail presence across Pakistan and international market, J. operates with a vision of delivering premium quality eastern wear rooted in culture, elegance and modesty. Starting as a menswear-focused brand, and now has expanded into a complete brand of lifestyle offering fragrances, accessories, footwear along with a men’s, women’s and kid’s apparel.

BUSINESS HIGHLIGHTS

Established and founded in 2002 Karachi, Pakistan.

Company size: ~501-1000 employees

100+ retail outlet in Pakistan and 20+ international outlets in global markets

Diversified products including apparels, fragrances, makeup and skincare (recently launched and available on the brand site).

Recognized as one of Pakistan’s largest traditional fashion retail brands and has won “Brand of the Year” award multiple times.

OUR CHALLENGES

J. faced several growth and scalability challenges at different stages of their success journey:

Initially the brand was strongly associated with founder Junaid Jamshed as a personality. After his passing, the biggest challenge was maintaining customers’ trust, continuity, and emotional connection without the founder’s physical presence. OR The brand was originally centered on founder Junaid Jamshed; after his passing, sustaining trust and emotional connection became the main challenge.
Maintaining cultural authenticity while resonating with younger, trend-driven audiences
Price sensitivity of the Pakistani market, while competing against brands offering aggressive discounts and lower-priced alternatives.
Rising demand for online shopping which required to provide same brand values and premium experience to the online customers

SOLUTION - ISR MODEL

J. adopted the ISR (Identify → Solve → Repeat) model as a structured approach to drive sustainable, long-term growth. This framework enabled the brand to systematically identify key challenges and address them with well-planned, strategic solutions. Through consistent digital execution and operational alignment, ISR ensured that each solution built upon previous learnings. As a result, the model became a repeatable growth engine, allowing J. to evolve continuously while maintaining stability and brand consistency. So here ISR system is used in a following way:

Step 01 - Problem (Identity reliance): Brand trust and identity were heavily tied to the founder’s personal image.
Step 02 - Solution (Cultural-led branding): Strengthened the brand identity around premium, high-quality cultural apparels and designed the marketing strategies to align with this positioning.
Step 03 - Results (Sustainable growth): Brand continued to grow independently, build a large community of loyal customers & proving long term sustainability beyond the founder.

Step 01 - Problem (Cultural relevancy): Challenge was to preserve cultural authenticity while appealing to a younger, trend-conscious audience.
Step 02 - Solution (Social presence) : We established our cultural USP’s with a strong social media presence that resonates with a younger audience and built their interest through trending visuals and story telling.
Step 03 - Results (Balanced growth): Brand successfully expanded its community and reached a broader, more targeted audience, driving increased revenue while consistently preserving its core brand values and identity.

Step 01 - Problem (Price sensitivity): Pakistani consumers are price conscious and prioritize their purchase over perceived value they get.
Step 02 - Solution (Value justification): Designed marketing strategies that carefully justify J.’s pricing by emphasizing the superior quality of its materials and the premium experience customers can expect. Every campaign highlighted the craftsmanship, attention to detail, and overall brand values.
Step 03 - Results (Premium positioning): Successfully maintained its position as a premium brand in the market. Customers began to perceive its products not just in terms of price, but as value-driven offerings that reflect quality, craftsmanship, and the brand’s core identity.

Step 01 - Problem (Retail digitalization): Noticed that customers’ preferences were shifting toward online shopping, and there was a need to serve them with the same brand values and premium experience that retail customers receive.
Step 02 - Solution (Digital storefront): Built J.’s website as the central conversion hub for online customers, featuring a clean aesthetic design, well-organized categories, and a smooth user journey that ensures a premium feel and an excellent customer experience.
Step 03 - Results (Seamless online experience): This created a seamless online brand experience that mirrored the brand’s premium identity, delivered a great customer experience, and led to higher conversion rates and increased online sales.

VISUALS OVERVIEW

At the end J. reduced reliance on the founder’s image by building a strong cultural-led brand identity, engaging a younger, trend-conscious audience while maintaining authenticity. positioned as a premium brand whose quality and values justify the pricing. Finally, J. also digitalized the retail experience through a thoughtfully designed website, delivering a seamless premium experience to online customers, all of these gained while preserving the brand’s core values and long-term sustainability.