Breaking through the traditional 'fabric'

CEO Labels Zahir Rahimtoola talks about broadening virtual horizons with ‘Stitch My Fabric’

KARACHI:

Life in the fast lane means growing demand for one-stop solutions and dependence on the internet marketspace. With many fashion retail stores and designers having already jumped on the e-tail bandwagon, it was only a matter of time before outlets began broadening their horizons in the virtual realm. One such brand is multi-designer store Labels, which recently introduced the online venture titled ‘Stitch My Fabric’, which offers delivery of outfits, starting from fabric to fitting.

Marking this initiative as an end to tailor woes, CEO Labels, Zahir Rahimtoola, explained how the relatively new concept in customised tailoring will open doors to getting clothes stitched conveniently. “With just a few clicks, customers can have their fabric customised according to their satisfaction, so that they’re able to wear well-made and well-fitted garments within a span of three to eight days,” he explained. “SMF will take tailoring to industrial levels.”

Rahimtoola shared that the brand’s offer of customised facility to its clients will enable them to choose their preferences from styles to cuts to basic measurements. “It’s a user-friendly portal, where we’ve taken into consideration every minute detail that a fashionable woman would think about while handing over her dress to a tailor for sewing,” he stated.



On the creative layout of the service portal, Rahimtoola said that it has been divided into two categories. “The first is ‘Schedule free pickup’. In this category, our riders collect the fabric from our customers throughout Pakistan. They can provide their measurements, which can then be followed during the stitching process,” he shared. “The second is ‘Order via online store’. We’ve seen spiralling growth of e-stores, especially with the mass retailers who offer unstitched fabric, which sells in great numbers. However, they don’t offer sewing options, so the customer has to depend on traditional tailoring for this.”

Read: Pakistani designers on the brink of international stardom

Rahimtoola feels that now was the time to develop an online bespoke tailoring portal for customers, allowing them to order from their favorite brand’s online store. “All the customer has to do is place the order, write SMF in the delivery address and it will be delivered to their doorstep,” he adds.

So, who was behind Rahimtoola’s venture? “Our parent e-com is Pakistan’s foremost e- and mobile-commerce turnkey solution and service provider. Within our setup, we have a think tank and research department, which constantly looks at creating and innovative options. My partner Ather Ul Islam and I felt this was an ideal solution to offer to customers.” Rahimtoola further adds that the primary reason for launching the portal is to offer convenience to Pakistanis living overseas, those who “constantly face the challenge of having their fabric sewn, especially during the summer season.”

Read: Soft fabric amid stiff competition

For Pakistani women residing in the country, Rahimtoola claims this will solve all their tailor troubles. “I’m certain that a lot more people will follow suit, even the traditional tailors may start looking at online options. As tailoring moves a notch up, so will the customer services. I see stiff competition emerging to the fore in times to come,” remarks Zahir.

Rahimtoola tells us that he knows he is definitely in this for the long haul. “We intend to become the game-changer for online lawn sellers and make this facility readily available to Pakistani expats, so that they are in-sync with the lawn madness in the country. I’m certain that SMF will see an upsurge in lawn sales as well.”

Published in The Express Tribune, September 4^th,  2015.

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