We are all about following fads — temporary trends suddenly become popular and everyone starts to jump on the bandwagon. Although for a while it seemed like the craziest fad for our designers was lawn, but recent events say otherwise.
A new trend is emerging; everyone wants a part in it and make their mark: flagship stores. Designers such as Sania Maskatiya, SanaSafinaz, and more, have invested in their standalone retail outlets in order to reach out to the masses. Now, it’s Fahad Hussayn’s turn.
Hussayn talks to The Express Tribune about his latest venture which is scheduled to launch very soon in the heart of the retail haven of Lahore, MM Alam Road.
“It is essentially about becoming more available to the people; instead of just competing with the market, you have to start competing with yourself,” he says, talking about his plans to cater to the high street market. With a concept retail store that will be housing almost five collections at a given time, the designer has to be in full form to constantly reinvent and create more. “You become more market-oriented and I feel that design-wise, it is very healthy to constantly think of ways to put out new exciting things that are not just stylish, but also value for money,” he adds.
This new store will carry a capsule collection under the name Prodigy — ranging between Rs1,500 to Rs4,500 — and is mostly in collaboration with other designers and fashion personalities. “My own lawn was sold out within a few days so for my cotton line, I have collaborated with [model-turned-entrepreneur] Vaneeza Ahmed and I am putting up ready-to-wear kurtas and shirts, too,” he explains.
Fahad Hussayn feels that it’s important to not just be a designer, but to be a brand. PHOTO: PUBLICITY
A step above Prodigy is the Prive collection, which ranges between Rs5,000 and Rs15,000. “This is a slightly more embellished line and can be worn in the evenings also,” continues Hussayn. “I have various ranges of prêt. Moving up from the Prive collection is the Trousseau collection that will cater to low profile weddings.” For evenings, where you are not as close in relation to wearing something extravagant, Hussayn’s Trousseau collection will include cotton ghagras, net shirts and abrak duppattas. “The concept behind this is that you can buy separates and pair them up and style them to your desire rather than buying a full-fledged outfit,” he says. This collection ranges between Rs18,500 and Rs40,000.
Like most high-street retailers, the designer wants to make this an all-inclusive store ranging from cottons to silks to wedding wear including an Eastern line of menswear. Home accessories and costume jewelry will also be housed under the label. “It has now become very important that we move [away] from being [just] a designer to becoming a brand,” shares Hussayn. “I feel that people start to identify with the brand once a store is open and you build a solid client base.”
Will these stand-alone stores give multi-label stores a run for their money? That is hard to say. “Multi-label stores give you your brands standing. They are good for research value since your clothes are up against so many designers that it is up to the customer to buy what they like.” Hussayn plans on keeping his racks at multi-label stores as he says, “This is quite literally about becoming more accessible.”
Will these stand-alone stores make it in the retail business? Only time will tell, but as far as the near future is concerned, we should expect several more to crop up.
Published in The Express Tribune, June 13th, 2013.
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