Designers are going to great lengths to expand their retail business in order to keep up with the demands of consumers. Consumerism is the main reason why standalones and multi-designer brand stores keep popping up every now and then. Jumping on the e-retail bandwagon, multi-designer brand store Showstopper has forayed into the world of online shopping.
The store, which has maintained its prominent presence on the third floor of Park Towers Mall, Karachi, since 2012, inaugurated its e-store ‘showstopperdesigners.com’ on Tuesday. “Having a web presence is the only way to go these days,” co-founder of Showstopper Sabera Tapal told The Express Tribune. “We wanted to reach audiences worldwide in this era of globalisation.”
Showstopper stocks items from a total of 37 designers, including shoes and bags. Tapal’s love for clothes and accessories led her to invest in the project along with co-founder Farkhanda Bawany. “My sense of fashion along with her [Bawany’s] sense of entrepreneurship works wonders,” exclaimed Tapal. “It’s a next step for our venture. People can now buy clothes and accessories from us online.” Tapal added that the evolving fashion trends in Pakistan, which are moving towards fusion clothing, are ideal for online retail. “People are more interested in fusion wear. A buyer from Australia [for example,] can also go for our clothes as our variety has become so diverse.”
Showstopper is all for showcasing upcoming talent in the fashion industry alongside big, established names. “We have always been supportive of newcomers in the fashion industry,” Bawany said. “First-time designers like Aisha Alam and Shaista Barry will get the chance to showcase their clothes in the same store in which Iman Ahmed’s Body Focus Museum will. This place is an amalgamation of qualified designers offering excellence, and those who are new. Showstopper is a platform meant to encourage everyone equally.”
At the store, one spotted Shahida Masood’s digital print leather handbags, Ali Fateh’s clutches, Uzma Javeri’s silver jewellery, Body Focus’ collection of digital prints and Misha Waheed’s net collection, among others. These items will also be accessible to buyers online.
Shedding light on the variety, which will be available on the site, Bawany said, “The clothes online will be the same as those available at Showstopper’s outlet. Other than that, we will offer some exclusive, online-only pieces that won’t be restocked once they run out.” In order to cater for a greater fraction of online buyers, Bawany informed that ‘showstopperdesigners.com’ will also stock plus sizes.
Bawany found it difficult to ascertain the global diversity of the online clientele, but said that the store frequently receives clients from countries like the United Kingdom and Bangladesh, and is expecting that the online store will have more orders coming in from the same countries. “We promise to deliver the order in seven business days to any place in the world,” she added.
One of the jewellery designers currently stocking at the store, Ambreen Ghazanfar, owner of jewellery brand Sterling, believes online retail is the best way forward. “Going online is very important, especially for the multi-tasking women of today, who find it difficult to find the time to go shopping while holding full-time jobs.”
Published in The Express Tribune, December 12th, 2013.
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