The identity of women which represents her status in the society is an important existing phenomenon around the globe. Whereas global complex identities represent conflict between traditional ethics and modernity and it shows the dominant discourse of metropolitan cultures. The complex transformation of the identities of urban women as a working member in the retail stores (cash and carries) is a dominant and an influential part of globalisation and over the period of time it has involved many people all around the world into this activity which produce highly heterogeneous and fluid identity of individuals. More so this study examines the new perspectives of socialisation through consumer culture. This study also uses qualitative analysis which intends to answer the research questions and to analyse the data framework analysis has been used. The finding shows that this new opportunity provided by retail culture to women makes them eligible to being a part of modern society this new identity gives them chance to change their life style and extra space to move in the society by considering their cultural norms. Furthermore, this study is adorned with some important recommendations. Supervisor:- Dr. Zulfiqar Ali