INTERVIEW: Athlesiure Arrival

Tell us about the growing trend of Athleisurewear?

We at TFC felt that there was a plain lack of Athleisure clothes available in Pakistan. Whatever is offered, at least 90 percent of the population cannot afford and whatever is in the market, whether retail or online is either export leftovers or fakes.

A BRIEF INTRODUCTION ABOUT TFC

We do not design or create any of our products, at the moment. As true believers of a fit lifestyle, we formed a multi-brand online one stop shop The Fitness Company for men, women and kids. Activewear is fashionable and multi-purpose. The latest technologies of Quick dry, a fabric woven with strategically placed holes, absorbing the sweat and then evaporateing it, are a real necessity in Pakistan. We all agreed that quality is a top priority, then affordability and finally trendiness.

Demand in the Summer has risen for for BFA free water bottles, Quick Dry products, and fun bathing suits

HOW DID YOU BEGIN THIS PROJECT AND HOW HAS IT EVOLVED? 

We are three partners, who happened to be at the same point in our lives at the same time. We are all very health conscious and lead active lifestyles, for two partners that include kids too. Maryam Salman with her background in public relations and marketing is the one to come up with the online store idea. Enter Malika Khan, a mother of two, lawyer by education, teacher by profession and now a stay-at-home mom, is an efficient organizer and got in touch with Mariam Kamran. The latter is a yoga freak who leads a healthy adventurous lifestyle with her three kids and is a die hard Pakistani living in China and is also the sourcing head. Malika and Maryam live in Lahore selling nationwide, while Mariam does the search and sourcing.

WHAT ARE YOUR NEW PRODUCTS FOR THIS SEASON?

In Menswear Quick Dry is highly sought after. Demand in the Summer has risen for BFA free water bottles, Quick Dry socks and fun bathing suits. Excellent quality weights gloves, even boxing gloves for men are frequently requested as well. Sublimation or mix of colour and design in stretch fabric has been the primary focus for Womenswear. Our aides, such as knee grips and shoulder braces had to be restocked as well.

WHAT ARE THE COLOURS IN FASHION? 

Colours in fashion are neon with green and yellow topping the list, at least for us.

WHERE DO YOU SOURCE THE PRODUCTS AND WHERE ARE THEY MADE? 

They are primarily made in China, but we are constantly looking for quality and hip stuff. We go to the source of manufacturing of products and then order our stuff. We have explored manufacturing in Pakistan, however at the moment we didn’t find anything suitable to our requirements.

WHAT BRANDS DO YOU CARRY?

Lucky Sailing and Deutscher.

HOW ARE YOUR PRODUCTS DIFFERENT FROM THE OTHERS IN THE MARKET E.G. NIKE ETC.?

We offer better prices, colours and sizes than what is available in the local market. We have new stock available every eight weeks. As Pakistanis we understand what our people want.

We offer better prices, colours and sizes than what is available in the local market. We have new stock available every eight weeks. As Pakistanis we understand what our people want

WHAT IS THE PRICE POINT?

While pricing, our biggest concern was that our products should be easily affordable for the middle class as well and the feedback has confirmed our concern.

WHERE ARE THEY AVAILABLE?

Online, Facebook, Instagram and Turbooz.

What is your marketing strategy? 

Our marketing strategy is based on the philosophy behind The Fitness Company: ‘Fitness is a Lifestyle’ .We try and market our products not just to sell but also create awareness in the general public. There is a need to educate people, for want of a better word, that affordable good quality sportswear is as necessary as a good workout. As fitness enthusiasts we realized that there is no platform for educating people about eating healthy and regularly exercising. After all we are perishable items too 😉

DESCRIBE YOUR PERSONAL STYLE? 

The three of us have very diverse personalities and lives. The common factor is that we all like to wear comfortable and stylish clothes, hence, Athleisure suits all three of ours lifestyle.

WHO IS YOUR GO-TO STYLE INSPIRATION?

Individuality is part of our philosophy of life. Each human being, as they evolve, develops a sense of style. We feel that there is no one go-to Guru. It’s all about being you and maintaining a keen eye on the trends too.

HOW HAS THE RESPONSE BEEN REGARDING YOUR LINE?

E-commerce is on the rise in Pakistan. To date we are the only online store to be providing fitness gear and wear. Whether you need a waist brace or a knee grip to gym bags, water bottles, we have it all. So far the response that we have been getting is not over whelming but surprisingly well. We receive orders from, Karachi, Islamabad, Multan, Hyderabad and Gujrat, which has shown us that people do respond to quality and affordability.

WHERE DO YOU SEE IT IN 5 YEARS? 

We hope to be able to understand the market better focusing on the quick dry technology, cuts, styles and fabric. Pakistan’s textile industry is in the top manufacturing countries of sports goods and apparel and to have our own line manufactured here is definitely on the cards. With all high brands being manufactured in Pakistan, The Fitness Company feels it’s all positive.

DID YOU RECEIVE INSTANT SUCCESS IN PAKISTAN OR DO YOU THINK IT NEEDS MORE TIME AND AWARENESS TO BREAK THE EMBROIDERY CRAZE?

There is no such thing as instant success. You start small and let it grow. Sales have dipped during the embroidered lawn  galore season, but they haven’t stopped, so we are optimistic. Also, we are only four months old in this massive market.

IDEALLY WHO WOULD YOU WANT AS A SPOKESMAN FOR YOUR LINE FROM ALL OVER THE WORLD?

Definitely a Pakistani! Let’s see who, soon.

DESCRIBE YOUR LINE IN 3 WORDS?

Comfortable, affordable, and trendy.

FAVOURITE QUOTE ABOUT FITNESS

“FIT IS NOT A DESTINATION. IT’ S A WAY OF LIFE”