Transitioning from a home-based designer to a retailer

The designer feels that it is important to open a retail studio to be taken seriously.

LAHORE: Retail boutiques have become the latest fad in Pakistan. From big names to smaller brands, all are increasing their production units and investing in retail studios that not only bring the culture of ready-to-wear luxury goods to the market, but also get the brands a larger clientele. The key to running a successful retail business lies in the capacity of the production unit, competitive price points and versatility of the collection.

Mehvish Khan, who founded her designer label in 2011, offers a wide range of products which include ready-to-wear clothes, formal wear and bridal attire. The brand recently launched its ready-to-wear studio for prêt-à-porter, luxury prêt and western wear on MM Alam Road, Lahore. The design house focuses on modern clean silhouettes and accented embroideries.

Customers at Mehvish Khan’s store. PHOTOS: SHAFIQ MALIK/EXPRESS

The designer feels that it is important to have a retail outlet in order to be taken seriously as a design house and get a larger footfall and client base. “In order to make a mark in the industry it is important to go into retail,” says Khan. “People don’t have the time to individually reach out to designers and order clothes, it is easier for the clients to see what is out in the market and figure out what they like and want to order,” continues Khan, “I personally love western wear and every time I travel I look for new cuts and silhouettes to incorporate in my outfits.” The designer also feels that there is a very small minority of people who experiment with their look and are willing to incorporate a more western silhouette in their trousseau.

Making the jump from being a home-based designer to a retailer is never an easy one. “The transition has been hard and I have had to increase my production, while keeping my price points in mind,” she says, “you have to be able to cater to a wider market. Everyone has a different budget so the clothes have to be affordable and impactful and that is one of the hardest things to do.”



The new outlet has a very European sleek look with minimalistic furniture and racks that do not take away from the impact of the clothes and yet give a comfortable luxurious environment to shop.

Published in The Express Tribune, June 16^th, 2014.

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