The e-store provides access to the designer’s global clientele and potential buyers with an easy mode of payment. PHOTOs: PUBLICITY
As soon as Eid season arrives, designers gear up for a head-to-head competition. As many of them seek to diversify their collections, others look to expand their retail foot to ensure maximum sales. In the wake of this recent trend, Arsalan Iqbal went global by launching his e-store on June 12. Speaking to The Express Tribune, the fashion designer revealed the need for an e-store (www.arsalaniqbal.com/store).
Iqbal said, “We have clients all over the world; some collections are actually targeted to them only. We had to push deliveries after Ramazan to cater to these clients. So, there was nothing better than launching an e-store, which provides everything online.”
He elaborated further, about saying that the world has turned into a global village and now, it’s up to you how to make yourself visible. “People abroad really respect and praise our work,” adds Iqbal, “Pakistani fashion is the new thing in Europe too. It’s about time we make ourselves available rather than the same clients buying ‘inspired’ copies being illegally made and sold under the designer’s name.”
House of Arsalan Iqbal at TBCW 2015
Regarding the operations of the e-store, Iqbal said he went a step ahead and created a department within the design house to look after operations. The dedicated department ensures everything available in store is available online — from menswear shalwar kameez, shirts, sherwanis, footwear, accessories (turbans/khussas) to women’s wear casuals and bridals.
Sherwanis, shalwar kameez, shirts, and accessories for men and a casual line for women are currently available at the e-store, keeping the month of Ramazan in mind. “We will also be introducing another category which will have ‘straight from the ramp’ pieces. The rest of the things will be available soon after Ramazan.”
The e-store provides access to the designer’s global clientele and potential buyers with an easy mode of payment. “For international clients, we have Western Union form of payment available, clients in India and Bangladesh will be provided account details for direct deposit as the government of India doesn’t allow funds transfer either way,” he said. They are in the process of working around payments via credit card or PayPal and are also offering international free delivery anywhere in the world if your order exceeds $550 wamount.
In the global fashion arena, it’s very difficult for a designer to single out their selling points today. Disclosing his marketing tactics, Iqbal said, “I am very particular about where my product is being marketed. People in Pakistan have gradually developed the comfort level of ordering online while it’s common everywhere else in the world”. It’s all about marketing at the right place and you get the desired consumer.
“We are soon introducing a customised ordering format which will enable the client to see his/her body on the screen in their size with their chosen article. Apart from this facility, a chat network will be allotted to the clients to set up a Skype appointment with the designer himself. The whole idea is to make the customer feel, as if they are in the store themselves.”
According to him, he has received a phenomenal response for his recent showcase at this year’s Telenor Bridal Couture Week. He said, “It was overwhelming. TBCW has been a great platform to ensure your product reaches millions through TV. I’m anxiously waiting for it to go on-air and see it’s after effect.”
Published in The Express Tribune, June 16th, 2015.
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