Now buy Pakistani designer apparels online

24 Aug '12

3 min read

Labels (G&A) Pvt. Ltd, Pakistan's premier multi-designer apparel store that pioneered casual western clothing for the modern women in the country has launched its own online shopping portal www.labelsestore.com. Established in 1996, the retailer offers a strong inventory of latest fashion apparels through its web-store.

Speaking to fibre2fashion on the factors that motivated the retailer to start the online shop, Mr Zahir Rahimtoola, CEO, Labels, said, “The rationale behind launching the e-store is to reach out to the transient population outside Pakistan. Pakistani fashion has been very under rated because it took off late.”

“Moreover, the marketing activities are also far behind and not in sync with the product that is to be promoted. Besides, we see a huge interest coming out of the Indian market as well as Indians abroad along with the Pakistani population. Hence, we see the Internet as a powerful tool and I think it has been an underutilized medium for marketing at this point in time, especially in fashion,” he adds.

Talking about the favourable response his portal has been receiving, he avers, “It has been only around 7-8 days that we have gone online and I am surprised to see the tremendous response that we have got, both in terms of visitations as well as purchasing which makes us believe that we are on the right track.”

Giving insights on the products the online portal offers, he says, “What you see on the website is what actually is there in the store. The website has creations from around 25 to 27 designers at the moment which we will keep on increasing gradually. We keep updating the collections on a daily basis as per the availability of stocks. The e-store is directly linked to our retail store in Karachi.”

When quizzed about the virtual and the original stores’ product price differences, he replies, “The rates on the website are same as those in the retail outlet, the only difference being the shipping charges as may be applicable depending upon the location of the buyer. We have a tie-up with DHL courier services, which promises three-day international delivery anywhere around the world, including India.”

He emphasizes that the newly launched web-store is going to enrich apparel shopping experience of the customers and says, “When you do not have the real thing, the virtual reality comes into play and that is why we have a zoom factor on the website which is as good as real. You cannot feel the fabric, but one can closely see the designs, finishing and stitching. It may not be the best thing but is definitely the next best thing.”

He additionally informs that the US, Canada and the UAE are the strongest markets for Pakistani designer wear. About the Indian market, Mr. Rahimtoola says, “The Indian market is new for Pakistani designers also because of very limited or very few access points in India.”

Fibre2fashion News Desk - India

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