RAWALPINDI: High-street and high-end fashion brands in Pakistan are trying to re-imagine the future of business, and it seems that many of them are less likely to rely on traditional brick-and-mortar retail services and more on creating online demand for their products.
Most of these businesses have already maintained a robust presence in the cyberspace, using the Internet for marketing and sales purposes. Yet, the coronavirus pandemic, which has kept shoppers out of stores, has compelled these brands to use their presence in the digital sphere more innovatively.
“Whenever there’s a crisis, it pushes us to be more dynamic, adapt our strategy to match the situation, and evolve as a company or individuals,” Umair Tabbani, CEO and co-founder of Sania Maskatiya, told Arab News in a recent interview.
He added that the brand had “undoubtedly” suffered due to the lockdown situation in the country, adding that the management of his company had moved its “core sales focus on digital by making its already existing online shopping portal more accessible to customers.”
In addition to selling online, brands like Sania Maskatiya have tried to amplify their relationship with the online space.
“Living in the Internet age, we were already reaping the benefits of digital advertising. However, the COVID-19 pandemic has given us an opportunity to get closer to our customers and stakeholders through a lot of organic digital content,” Tabbani said.
Sania Maskatiya had influencers, fellow designers, and notable personalities participate in a hashtag challenge with them on social media, talking about mental health and self-care during the early days of quarantine.
The approach was also adopted by Beechtree, a high-street brand that sells ready-to-wear ensembles, as it tapped into Pakistan’s influencer market by asking women, donning its clothes, to share what life was like for them in quarantine.
“At the moment, there’s a lot of adaptation going on, as the pandemic continues to alter how we live our lives,” Nabia Saqib, the marketing lead at Beechtree, told Arab News on the phone. “Social media and our e-store are playing a critical role in sales conversations.”
Some brands like So Kamal are not only trying to augment their online presence but also doing their best to convince their customers to change their traditional buying habits.
“We are encouraging and educating our customers on how to use our portal since we know that most of them don’t like shopping online,” said Sonia Kamal, CEO of So Kamal, while talking to Arab News over the phone.
Through tutorials on web portals and social media pages, So Kamal is hoping to mold along with the customers for a welcoming online experience, as the future of business looks more firmly rooted in the digital sphere.
“This is an evolutionary process, our team is constantly coming up with ways that can make our products more accessible to our customers,” said Kamal. “As a brick and mortar company, we have tightened our belts since we have to take care of our employees and at the same time give benefit and convenience to our customers.”
Pakistan’s fashion brands prepare for digital future
https://arab.news/pskgk
Pakistan’s fashion brands prepare for digital future
- Most of these businesses are trying to expand their digital footprint amid the coronavirus pandemic
- Some of the top brands admit that their revenues have suffered due to the outbreak of the respiratory disease
Pakistan police repel militant attack on Bannu checkpoint, five officers injured
- Police say several attackers killed or wounded in overnight assault in northwest Pakistan
- Incident comes amid surge in militant attacks Pakistan blames on Afghanistan-based groups
ISLAMABAD: Pakistani police said on Friday they repelled an overnight militant attack on a checkpoint in the northwestern district of Bannu, injuring five officers in an area that has seen a sharp rise in militant violence in recent years.
The attack took place late at night at the Sheikh Landak check post, located within the limits of Huweid police station in Bannu, a district of Khyber Pakhtunkhwa province near the Afghan border. Police said officers responded swiftly, preventing the attackers from overrunning the post.
Militant attacks in Pakistan have surged since 2021, particularly in Khyber Pakhtunkhwa and southwestern Balochistan, with security forces frequently targeted. Islamabad says the violence is largely driven by groups it refers to as Fitna Al-Khawarij, a term Pakistani authorities use for militants they say are linked primarily to the Pakistani Taliban and allied factions operating from across the border in Afghanistan. Pakistan has also accused India of backing militant networks involved in attacks, allegations New Delhi denies.
“Late at night, terrorists of Fitna Al-Khawarij carried out a cowardly attack on Sheikh Landak check post,” police said in a statement, adding that officers “displayed full courage, bravery and a timely response, successfully foiling the attack.”
Police said effective retaliatory fire caused “heavy human and material losses” to the attackers, with reports of several militants killed or wounded.
Five police personnel sustained minor injuries during the exchange and were immediately shifted to hospital for treatment, where they are receiving medical care, the statement said.
Following the attack, additional police units were deployed to the area and a search operation was launched to locate any remaining attackers.
Pakistan has repeatedly accused Afghanistan’s Taliban-led government of failing to prevent militant groups from using Afghan territory to launch attacks inside Pakistan. Kabul denies the allegation, saying it does not allow its soil to be used against any country.
The accusations have added to tensions between the two neighbors, who have also seen periodic border clashes over the past year.
