Zara Shahjahan: Scrutinising new prospects

The designer discusses her brand transition and her new outlet in Karachi which caters specifically to the city

KARACHI: Nominated for the best newcomer in fashion at the Lux Style Awards, Zara Shahjahan started her namesake brand in 2004. Commencing in Lahore, the designer’s prêt model covers all phases of the fashion process: design, manufacture and distribution. Having a flexible structure and a strong customer focus since the brand originated, it has expanded at length within a decade.

Zara Shahjahan talks to The Express Tribune about the evolvement of her company, saying, “With a tremendous demand from Karachi via social media feedback and direct customer queries since the past two years, it was inevitable to not bring the brand to Karachi.”

“We want to explore new markets and potential avenues for growth, and a nation-wide development scheme is a step in the right direction for our brand,” says Shahjahan.

SELECTION: The designer’s collections such as Zara Shahjahan Prêt, Luxe Prêt, COCO by Zara Shahjahan will be stocked at her flagship store in Karachi. PHOTO: PUBLICITY

With her direct base in Lahore, and now a prominent store in Karachi, the designer plans to pursue the fashion market with caution. “The Karachi market is enormous and extremely competitive, and the Karachi customer is well-informed and vigilant. Any brand that wants to survive in the city has to be all fingers in with a keen eye on demand and the evolving needs of the customer,” she asserts.

Referring to her brands -- Zara Shahjahan and COCO by Zara Shahjahan -- as aesthetically suited to the Karachi customer, she says, “Within such a short span of time, we feel we are being well received by Karachi and our clothes fit Karachi’s style sense brilliantly.”

“Our brand Coco hit it off instantly with Karachi customers as it’s trendy everyday apparel. Our design team understands the dynamics of the different segments of the Pakistani market which enables the brand to cater to each market segment and fill the gaps,” she further added.

The designer’s Karachi store is located on Main Khayaban-e-Shujaat, DHA.



PHOTO: PUBLICITY

While comparing the diverse tastes of her clients in Lahore and Karachi, she notes, “Lahore loves dressing up. Lahoris are all about the gaudy and formal attire, whereas Karachiites prefer a more casual and crisp mode of fashion.”

Discussing the demand for web portal and online retail in the fashion industry, she says, “With a much organised and structured operations network, the brand is at the stage where expansion only made sense.” Elaborating further, she says, “For our brand, it’s about nationwide expansion with each retail point knit into an automated centralised system. The Karachi store and E-Portal was a business need and an inevitable step that is helping us cater to a larger audience.”

Though the web might have a whole lot in store already for her global customers, she will be stocking up a wide range of collections for her avid Karachi clients, she confirms, “Zara Shahjahan Pret, Luxe Pret, COCO by Zara Shahjahan are being stocked at the flagship store in Karachi. Very soon the Zara Shahjahan bridal studio will be inaugurated at the same store where we will be taking orders for formals and bridals.”

Lawn will be available at Shahjahan’s Karachi store along with other retailers carrying them as well.