Zara Shahjahan flagship store opens in Karachi today

Zara Shahjahan is in Karachi these days and no, it’s not to defrost and thaw out after suffering a crippling cold spell in Lahore. The Lahore-based designer, who made waves with her fashion week collection titled Love Bug last year is branching out to Karachi and her flagship store on Main Bokhari opens to public today. Previously available at multi-retail outlets Labels and Ensemble, she feels that commitment comes with the kind of investment that goes into opening shop. This is Zara’s second retail outlet in the country and comes hot on the heels of her first, running successfully in Lahore since last year.

The young designer, Zara Shahjahan, wearing and standing in front of an array of short, knee length tunics. No flairs, trails or patchwork prints…we’re already a fan!

One would describe Zara’s aesthetic as quirky and she’s one of the few designers in Pakistan who manage to balance traditional prettiness with contemporary edge. A lehnga with smart pockets, a zardozi bug on a tunic, a floral printed sharara paired with a luxurious top: these are just some of the adventurous designs that one has enjoyed in her fashion week outings. We caught up with Zara and asked what surprises she had in store for Karachi…

Instep: What has changed in the fashion industry that designers are opening stores after years of working in the comfort of a studio?

Zara Shahjahan: Opening stores simply means you’re committed to your brand. It’s a huge investment and the risk is high. Personalized studios are easy to do and the profits are quick and hassle free. You charge 50 percent in advance and there is no risk factor. But having stores means planning in advance, advertising, managing stocks and getting into the whole chain of supply and demand. Initially, designers were afraid of taking the risk, they were afraid of market response but I think Khaadi was the game changer and reassured designers that there was a market for ready to wear clothing. They gave confidence to us. Plus, the buyer has changed. Most women have no time for the hassle of dealing with tailors and it’s easier to pick up ready-to-wear. Designers have changed and the market dynamic has also changed.

Instep: Lahore-based designers have rarely managed to make a successful breakthrough into Karachi. What gives you confidence that you will?

The Zara Shajahan shop façade.

ZS: Most designers available in Karachi have come in multi-retail stores and so lacked commitment. Designers need to have a store to give the customer a sense of confidence that she’s getting the best of a product. A lot of designers were stocking at multi -label stores and that wasn’t good enough, especially since buyers had the option of going to Karachi designers who had established businesses and were readily available. To successfully expand, a store is necessary. I feel that way about myself. Now that I have a store I’m committed to make it work. I’m constantly worrying about what stock to keep and how to maximize the opportunity. Designers stocking at multi-label boutiques just don’t feel that way. And so the customer doesn’t get excited.

Instep: How different is the aesthetic in Karachi from Lahore?

ZS: Karachi is a different market. Now when we design we have Karachi in mind, and make clothes feasible for both cities because it’s not practical to make two completely different collections for two different cities. The main difference that I’ve found is that Lahore has a much younger buyer. Younger girls are a huge clientele whereas in Karachi the 35-plus woman is the main buyer. So Lahore has a younger clientele. But women over 35 won’t pick up hip and trendy clothes in Lahore so we don’t even bother making them in medium and large sizes there. In Karachi the 35-plus age group is more adventurous.

Instep: What will the store offer fashion lovers here?

ZS: We introduced premium quality luxury prêt in Lahore and that’s what we’re doing in Karachi as well. This is a segment of the store catering to weddings; it’s priced under PKR 50,000 and it’s as good as anything you’d get customized. Then there is a lighter range of eveningwear, priced at PKR 16,000 and over for pure silk, embroidered trousers, separates, printed tunics and dupattas. We’ll also do skirts and tops for younger clients. Then Coco (Zara’s high street brand) is a store within the store and is bracketed at an affordable PKR 4500.  Coco will bring three to four new designs a week.

Zara Shahjahan is now open at 50 C, Street 13, Main Bokhari Commercial, Khayaban-e Shujaat