Category

In Conversation

Category
In COVER STORY

ASAD MALIK In conversation with the visionary entrepreneur and the owner of CRESSET TECH

Cresset is not your typical agency; they are strategic partners of fashion brands, who are wholly data-driven and results-focused. Cresset is passionately committed to comprehending the essence of fashion brands, whether it’s a budding newcomer or an established presence in the business world.

With so many feathers in your cap, let’s start with a brief introduction about yourself and a bit about your educational background.

I am from Lahore and spent over 25 years in the US. I pursued my undergraduate studies at the University of Connecticut in Finance & Accounting and attended graduate level courses at Harvard University. I began my career in finance, specifically within Hedge Funds and Investment Banking. Now, to simplify, I am engaged in the business of fashion and run a Venture Capital (VC) firm that invests in startups.

What is Cresset Tech all about and what key services does the company offer?

Cresset is Pakistan’s leading “Fashion Commerce” player. We provide end-to-end solutions, from revenue-based eCommerce management to brand strategy, manufacturing, distribution, retail expansion, and even last-mile delivery for fashion brands. Our Venture Capital (VC) arm enables us to aid in the growth of brands both locally and internationally.

How many brands do you have on board and can you name a few prominent ones?

We actively cater to over fifty (50) fashion designers and brands, both within Pakistan and globally. Some prominent names in Pakistan include Farah Talib Aziz, Nomi Ansari, Ansab Jehangir, Mohsin Ranjha (MNR), Annus Abrar, Zain Hashmi, and many more. Internationally, we service names like Forever 21, Kylie & Kendall Jenner, just to name a couple.

What strategies do you use to create an emotional connection between customers and the brand?

A study by the Harvard Business School (HBS) concluded that in the 21st century, relationships are the backbone of business. For the last decade, our mantra at Cresset has also been the same. We focus on experiential marketing rather than a product push. Our motto is to be “empathetic,” providing unparalleled service, thus creating an emotional connection.

What sets your business apart from competitors?

Technically, we have no direct competition. With a human capital strength of 400 across five countries, Cresset is highly vertically integrated in all aspects of the fashion business. While other firms focus on just one aspect of what we do, none provide even half the spectrum of services as Cresset. While we wish the best to others, our only competition is within ourselves.

Why is brand management important to a business in your opinion?

A brand is a uniquely recognizable identity that distinguishes itself from others. A well-positioned brand’s persona and ethos are experienced without being spelled out. To strategically achieve this is the art of branding/brand management. Brand positioning/management is the soul of the brand, the single most important aspect.

What marketing metrics do you value most for brand management?

We believe in a balance of both quantitative and qualitative metrics. While numbers are paramount and easier to measure, it is equally important to track qualitative aspects such as emotions, feelings, and feedback.

Describe a typical work week and how do you spend your weekends?

The beauty of my entrepreneurial journey is that it has no “typical” week, and I love that about it. Depending on the week, it could involve traveling to three different countries, attending client meetings between Karachi and Lahore, or a retail store launch. There’s no such thing as a weekend for an entrepreneur.

Your favorite travel destination? Any memorable moment you’d like to share?

Zanzibar! From snorkeling to hiking and safari, it offers the best of all worlds. The whole vacation was memorable and a great experience.

We always see you very well dressed; is it a personal preference?

Tom Ford said, “Dressing well is a form of good manners.” I feel as comfortable in a suit as in a pair of denim. Coming from a finance background and now in the business of fashion, my career choices have shaped my sense of style.

What fragrance would Asad wear to turn heads at a meeting/conference and at the beach/party/or at the coffeehouse?

Chanel (Bleu) has been my go-to cologne since its launch a decade ago. Depending on the time of day and occasion, I also wear Creed (Aventus) and Clive Christian (No.1 Masculine).

How do you envision the future of your business?

Cresset has been on an upward trajectory since its inception. Despite the ever-changing market, we’ve experienced exponential growth. As long as we, as an organization, continue to evolve in both business fundamentals and technology, I foresee continued growth.

Are there any upcoming projects or expansions?

Absolutely! The only constant in life is change. We’re constantly expanding within Pakistan and internationally, through both eCommerce and retail networks. I can’t disclose exact details, but here’s a hint: “Thou shalt love thy neighbor.”

What advice would you like to give to our readers?

I’ve learned that we are all a product of our unique life experiences and circumstances, so I refrain from giving direct advice. Sincerity to others, passion for your career, and humility in success always yield positive results. Patience and resilience are key ingredients in building character.

Continue Reading
By
In GT Interview

IN CONVERSATION with Mohammad Imad Paracha An E-commerce, Digital & Transformation specialist

Imad did his MBA in International Business from University of Greenwich, UK and is an Executive Diploma holder in Digital Strategies for Business from Columbia Business School, USA. Imad is an experienced
E-commerce and Digital professional with a strong track record of driving sustainable growth for 15 years in the UK and Pakistan. Skilled in building robust digital commerce foundations, rapidly scaling business and operations, leading team transformations, and achieving aggressive yet profitable growth.

Imad, tell us a bit about your educational background and how you end up becoming an experienced Ecommerce and Digital professional?

Having grown up in the digital age, I’ve always been fascinated by the intersection of technology and business. This led me to pursue a BA Hons Marketing Management, MBA International Business, and an Executive Diploma in Digital Strategies for Business. After graduating, I began my career as a Digital Media Strategist at Groupon, where I gained valuable experience from one of fastest growing ecommerce companies back in 2010.

Over the years, I’ve had the opportunity to work with leading global companies like Tesco and Unilever, where I’ve led and executed successful digital commerce and marketing strategies. My educational background, professional experience, ability to adapt to emerging technologies, and passion for staying ahead of industry trends have been key factors in my career progression.

Ecommerce and the digital industry are the two most in demand careers nowadays, are there any specific skills required to excel in these fields?

Absolutely. The ecommerce and digital industry is constantly evolving, so it’s important to have a strong foundation in the fundamentals, such as:

Digital marketing: This includes understanding the different digital channels, tools and platforms, as well as the best practices for reaching and engaging target audiences.

Data analytics: The ability to collect, analyze, and interpret data is essential for making informed decisions about digital marketing campaigns and ecommerce strategies.

Technical skills: A basic understanding of coding and web development is helpful, but not required.

Project management: The ability to manage complex projects under tight deadlines is essential for success in the fast-paced ecommerce and digital industry.

In addition to these core skills, it’s also important to learn more about customer acquisition, conversion optimization through the right value propositions and content creation. The ecommerce and digital industry is fast-paced and constantly changing, so it’s important to be able to think outside the box and be creative, innovative, and adaptable.

What is the meaning of digital transformation, and how is it different from digital marketing?

Digital transformation is the process of using digital technologies to improve business processes and create new value propositions for customers. It’s about more than just adopting new digital tools and technologies. It’s about rethinking the way you do business and using technology to enable new and innovative ways of working – by reshaping processes, culture, and customer experiences.

Digital marketing is a subset of digital transformation that focuses on using digital channels and platforms to reach, engage and convert customers. It includes a wide range of activities, such as search engine optimization (SEO), social media marketing, email marketing, and pay-per-click (PPC) advertising.

What are some of the most important elements of an effective ecommerce website?

An effective ecommerce website should be:

User-friendly: The website should be easy to navigate and use, with a clear and concise checkout process. Fast loading times and intuitive design are crucial too.

Mobile-friendly: More and more people are shopping online using their smartphones, so it’s important to have a website that is mobile first.

Secure: Customers need to feel confident that their personal and financial information is safe when shopping online. Make sure your website uses HTTPS encryption and has a valid SSL certificate. This is essential for customer trust.

Visually appealing: Your website should be visually appealing and reflect your brand identity. Use high-quality images and videos to showcase your products and services.

Well-written: The content on your website should be compelling and informative. Make sure to include clear and concise product descriptions, as well as helpful blog posts and articles.

Lastly, effective SEO, personalized recommendations, and conversion optimization techniques can significantly boost conversions. Regularly analyzing data to make improvements is an ongoing process for success.

What is your experience with using marketing automation tools?

I have extensive experience with using marketing automation tools, such as HubSpot, Marketo, Mailchimp and Eloqua. I’ve used these tools to create and execute automated marketing campaigns across a variety of channels, including email, social media, and paid advertising.

Marketing automation tools can be incredibly effective for saving time and improving the efficiency of your marketing campaigns. I utilized them to improve customer engagement and drive sales – the results included a significant increase in traffic, conversion rates and our overall ROI. They can also help you to build the right customer segments, personalize your messaging and target campaigns more effectively.

We want to start using video content on our website to provide customers with more information about our products. What type of video content would you suggest we start with?

Here are a few types of video content that you could start with:

Product demo videos: These videos showcase your products in action and highlight their key features and benefits.

Customer testimonial videos: These videos feature your customers talking about their positive experiences with your products or services.

Educational videos: These videos provide helpful information and tips on how to use your products or services.

Behind-the-scenes videos: These videos give your customers a glimpse into your company culture and how your products or services are made.

Remember to keep videos concise and visually appealing. High-quality production values are essential to make a positive impression. You can also use video content to promote your brand and tell your story. For example, you could create a brand video that highlights your company’s mission and values. Or, you could create a series of videos that tell the stories of your employees and customers.

What are the key fundamentals when creating content for various digital platforms?

Creating digital content involves understanding the audience and platform. I’ve created content for websites, social media, email campaigns, and more. Usually following these key steps:

Audience Analysis: Identify the target audience’s interests, pain points, and preferences.

Content Strategy: Develop a content plan aligned with business goals, including topics, formats, and distribution channels.

Creation: Produce high-quality content, whether it’s blog articles, videos, infographics, or social media posts.

Optimization: Ensure content is optimized for SEO, readability, and engagement.

Distribution: Share content across relevant platforms and channels, including social media, email newsletters, and content syndication.

Measurement: Analyze content performance using analytics tools to refine future content strategies.

I helped several brands to create content that connects, engages and sells to the relevant target audience.

How do you see technology evolving over the next decade?

Over the next decade, technology will continue to transform industries. We can expect:

AI and Automation: Widespread adoption of AI for innovative and personalized products and services, task automation, and data analysis for decision making.

Augmented Reality (AR) and Virtual Reality (VR): Enhanced AR and VR experiences for marketing and customer engagement.

Blockchain: Increased use of blockchain for secure transactions and supply chain transparency.

5G: Wider implementation of 5G, enabling faster internet speeds and new opportunities for mobile experiences.

Data Privacy: Stricter regulations and heightened focus on data privacy and security.

Wearable Devices: Smartwatches and fitness trackers collect data about our health, fitness, and activity levels. This can be used to improve our health and well-being, as well as to create new and innovative products and services.

Sustainability: Technology-driven solutions for sustainability and environmental impact.

Adapting to these changes will be crucial for businesses to remain competitive.

What are the key steps to start a digital transformation project?

Define your goals and objectives. What do you want to achieve with your digital transformation project? What are your specific business challenges and opportunities?

Assess your current state. What are your current digital capabilities? What are your strengths and weaknesses?

Develop a digital transformation strategy. This should include a roadmap for how you will achieve your goals and objectives. You should also identify the key technologies and resources that you will need.

Build a team. You will need a team of people with the skills and experience to execute your digital transformation strategy. This team may include people from different departments within your organization, as well as external consultants.

Communicate with stakeholders. It is important to communicate with your stakeholders throughout the digital transformation process. This will help to ensure that everyone is on board with the plan and that you are able to get the buy-in and support that you need.

Execute your strategy. Once you have developed your strategy and built your team, it is time to start executing your plan. This may involve implementing new technologies, changing business processes, and training employees.

Monitor and measure your progress. It is important to monitor and measure your progress throughout the digital transformation process. This will help you to identify any areas where you need to make adjustments.

Here are some additional tips for starting a digital transformation project:

Start small and scale up. Don’t try to do too much too soon. It is better to start with a few small projects and learn from your mistakes.

Focus on the customer. Digital transformation should be about improving the customer experience. Make sure that your projects are aligned with your customer needs and goals.

Be flexible and adaptable. The digital landscape is constantly changing, so it is important to be flexible and adaptable in your approach.

Be patient. Digital transformation is a journey, not a destination. It takes time and effort to achieve meaningful change.

Can you mention any examples of ecommerce companies that inspire you? And why?

Certainly! Several ecommerce companies serve as inspiring examples due to their innovative approaches and remarkable success. Here are a few:

Amazon: Amazon is a pioneer in the ecommerce industry. They are constantly innovating and expanding their offerings to meet the needs of their customers. For example, they were one of the first companies to offer free two-day shipping, and they have also developed a wide range of private label products. Amazon is also a leader in cloud computing and artificial intelligence.

Alibaba: Alibaba is the largest ecommerce company in China. They have built a massive ecosystem of businesses that includes online marketplaces, cloud computing services, and payment processing. Alibaba is also a leader in big data analytics and artificial intelligence.

Shopify: Shopify is a leading ecommerce platform that makes it easy for businesses of all sizes to sell online. Shopify provides merchants with everything they need to start and grow their online businesses, including a website, payment processing, and shipping tools. Shopify also has a large and active community of merchants and developers who share tips and advice.

Zappos: Zappos sets the standard for exceptional customer service. Their dedication to customer satisfaction, including free returns and a unique company culture, sets them apart.

Shein: Shein is a fast-growing ecommerce company that is known for its wide selection of affordable clothing and accessories. Shein uses technology to quickly identify and respond to trends, and to streamline its supply chain. For example, Shein uses artificial intelligence to analyze social media and sales data to identify trends. Shein also uses robots to automate tasks in its warehouses.

I am inspired by these companies because they are using technology to innovate and improve the customer experience. They are also using technology to make ecommerce more accessible to businesses of all sizes.

Any advice you would like to give to our readers in the digital and ecommerce space?

Certainly. Here are some key insights based on my latest project with Tehniyat Salman, a digital native fashion startup:

Focus on your niche. By focusing on a specific niche, you will be able to attract a targeted audience and build a loyal customer base.

Leverage Direct-to-Consumer and Marketplace: Consider launching your business with a website and/or seller page. This approach allows you to have more control over your brand, customer experience, and data, which can lead to rapid growth.

Invest in digital marketing. Digital and influencer marketing can be a very effective way to reach, engage and convert target customers. Understand your audience, craft compelling ad creatives, build brand awareness and continually optimize your campaigns for better results.

Provide excellent customer service. Providing excellent customer service is essential for building long-term relationships with customers.

Use data to drive your decisions. Implement robust analytics to track your ecommerce performance. Continuously analyze data to identify what’s working and what isn’t.

Stay Agile and Adapt: The digital landscape evolves rapidly. Be prepared to adapt to new technologies and trends.

Be patient and persistent. It takes time and effort to build a successful digital business. Don’t get discouraged if you don’t see results immediately. Just keep working hard and learning from your mistakes.

Starting a digital-first business requires dedication, creativity, and a strategic approach. Hope the above lessons from Tehniyat Salman’s journey will help you take the right steps forward.

Continue Reading
By
In GT Interview

In conversation with two extremely talented couturiers, Zeb & Zeeshan

behind Haute Form Studio making waves in the fashion industry with their with innovative & unique cut lines, details and embellishments

Zeb & Zeeshan, tell us a bit about your journey so far in the fashion industry and what inspired you both to open a fashion house?

The fashion industry is a dynamic and ever evolving sector that involves design, production, marketing and distribution of clothing and whatever the product is. Fashion designers are the heart of the industry. They create clothing and accessories and setting trends and styles. So far it has been a remarkable experience. People love and appreciate what we create. We focus a lot on design, quality and client’s services. Our staff, labour workers and everyone around also support us immensely.

Fashion entrepreneurship has always been what we have dreamt of since studying fashion and we believe its a dream of every fashion student.

We always had an attitude of being a Boss instead of reporting to a Boss. And most importantly we dont believe in creating fashion under someone else’s name and just keep on working hard for nothing.

What’s your favorite part about being a fashion designer?

Haha, to be honest seeing clients wearing what we create with so much love. It boosts our energy and motivates working harder in future and definitely always creating something which is different from the market and that stands out.

And secondly we love the aspect of looking at all basic common things around with a keen designer’s eye which always helps us in drawing inspirations for collections.

What inspires your personal style?

Fashion starts from home and our parents always inspires us for our personal styles.

Define fashion

We believe fashion is a creative and artistic expression of clothing and accessories. It actually represents your own lifestyle. Fashion is not restricted to events only. It should be followed while going into bed as well.

 

The designs you created are no doubt good enough, but who and which things were your inspiration while creating such designs?

To be honest we actually keep our eyes shut and keep our mind and heart open. Haha, design is an important process. We think by heart and draw what we like. We strongly believe in authenticity of aesthetics.

How would you describe Haute Form Studio by Zeb & Zeeshan’s design philosophy?

It’s definitely bold, creative and undiluted design. It is something you wont see and experience anywhere else.

Tell us about your upcoming collection

We’re in the process of developing and introducing exquisite bridal couture collection very soon.

The collection epitomise elegance and sophistication. Each attire is meticulously crafted with the finest fabrics and intricate embellishment details to ensure a bride feels not only beautiful but also confident on her special day. Our collection features a harmonious blend of classic and contemporary designs, tailored to perfection to cater to the diverse tastes and preferences of modern bride.

For the upcoming fall/winter wedding season, what colours and trends do you see will be a top pick?

If we talk about fabrics, definitely velvets as always but using it in a more intelligent way. Brighter colors along with ghararas and shararas, lehngas with cholis and definitely Sarees. Longs and shorts, flared and sleek all in trend and will be in trend.

Any advice you would like to give to all the aspiring fashion designers?

We believe that in fashion there are two doors. One is fashion entrepreneurship and the other is just creating fashion.

Being design entrepreneurs, we believe in consistency, quality, following the timelines and definitely working hard for your research and development.

Continue Reading
By
In GT Interview

ASMA T. SALON In conversation with ace makeup artist and Hair make over expert Asma

Asma you have been a part of this beauty industry for so long, what inspired you to become a makeup artist & from where did you receive your training?

I began learning the art of makeup when I opened my salon in 2009. At that time I took a number of courses locally to help improve my technique. I’ve always been a creative person and enjoyed working with my hands. Makeup was just another avenue to express that creativity. The more I practiced, the more I loved doing it. Over the years I’ve continued to undertake certifications and short courses abroad to hone my skills and keep up to date with trends and techniques.

Explain how you’d advise a young girl going for a look that’s both trendy and parent-approved.

This is a difficult question but I do think what is trendy would be parent approved. The trend has shifted to a slightly more minimalistic look with lighter makeup in line with the trend. To me as a parent, that is elegant and beautiful in its own way. The perception that either of these things are mutually exclusive is incorrect and you can have both on your big day!

What do you think is the biggest challenge for makeup artists?

Satisfying your customers. As an artist we guide our clients on what will look good based on their face shape, hair style, clothes and jewelry. The hardest thing is getting your client to trust in you and go with what you’re saying rather than their strongly held preconceived beliefs or those of others around them.

Tell me about three makeup trends you’re a fan of.

l the no makeup makeup look
l the inverted cat eye liner
l blush contouring

What are the three best services offered at Asma T Salon?

Despite offering makeup services, I think we are biased in favor of our hair department.

Our favourite services currently are:
– Kerastase Fusio Scrub ritual
– Hair Matters Oiling ritual
– Our classic Blowdry!

Three must have makeup products in your bag?

l Charlotte Tillbury Airbrush Flawless Setting Spray
l Mac Cosmetics Squirt Plumping Gloss Stick
l Anastasia Beverly Hill Stick Blush

Any advice for the brides of fall/winter season?

Do a consultation before your big day! Meeting up with your makeup artist and hair stylist for trials and consultations can help take the pressure off of everybody and ensure that you get the look of your dreams!

Asma T Salon is known for its glamorous hair transformations and in this issue we asked her pick a hair dye trend for us and our readers!

Low-maintenance and subtle tonal changes are trendy hair color options for 2023. These tonal changes include bronze, cinnamon spice, and ash-brown hues. Enhance your natural hair color with nuanced baby highlights that are finely blended.

2023 is going to be all about subtle but statement-making color that doesn’t require constant upkeep. That means low-maintenance color in extra eye-catching shades.

Continue Reading
By
In In Conversation

In conversation with The Star-Designer, Mohsin Naveed Ranjha

Mohsin — A young boy from Gujranwala with big dreams. The one who took the fashion industry by storm making his brand a big fashion house!

How has the journey been so far?

The journey has been incredible. I am so grateful for the opportunity to have been able to share our designs with the world. It has been a long and hard road, but it has all been worth it.

How is the new physical studio adding value to your business?

The new physical studio in Karachi is invaluable to us. We invested a great deal of time and effort into minute cultural details and not only is it a great place to showcase our collections and to meet with our clients.

Tell us about your experience working with Dr. Sarah Gill (Pakistan’s first transgender doctor).

Working with Dr. Sarah Gill was an amazing experience. She is such an inspiring person, and we are proud to have had the opportunity to collaborate with her. She is a true role model for transgender people everywhere and I feel more of us designers/ brands should be working towards highlighting and giving platforms to such individuals.

Which one is your favourite collection till date and why?

It has to be our latest collection, “Chawl: A Karachi Kaleidoscope.” It is one of our first collections that we purposely designed to mirror the spirit of Karachi and its rich history. From the choice of colour palette to fabrics, everything was imbued with Karachi’s spirit. We collaborated with maestro Rizwan ul Haq, and shot it at a picturesque old chawl building.

How was your experience of styling Tan France?

Styling Tan France was an absolute dream come true. He is such a talented and stylish man, and I was so honored to be able to work with him. He was so easy to work with, and he had such a great vision for his look.

What does a typical day of Mohsin Naveed Ranjha look like?

A typical day of Mohsin Naveed Ranjha starts early in the morning with a cup of coffee and a brainstorming session with my team. We discuss our plans for the day and week ahead. Then, I head to the studio to meet with clients and to work on designs. I usually have a few fittings throughout the day, and I always try to make time to meet with my suppliers. In the evening, I usually have dinner with my family and friends.

How do you think the role of a fashion designer has changed since you started your career?

The role of a fashion designer has changed a lot since I started my career. In the past, fashion designers were more focused on creating beautiful clothes and be sort of like celebrities. However, today, fashion designers are also expected to be product managers, and also serve as “social activists” for they are expected to use their platform to make a difference in the world. I am proud to be a part of this change, and I am excited to see what the future holds for fashion designers.

Tell us a bit about the new collection

Our new menswear editorial features sherwanis, kurtas, and shalwars in a color palette of copper brown, rock, and dove grey.The collection is a modern take on traditional silhouettes, we have tried to make structure more free flowing, and voluminous Choice of fabrics makes the ensembles comfortable to wear, while the embroidery and delicate embellishments add a touch of elegance.

Continue Reading
By
In In Conversation

IN CONVERSATION WITH Haddiya Aazer

Influencer and mama to two little boys Haddiya Aazer talks to us about her life, career and more

Congratulations on your new baby. What’s it like being a mom of 2?

It’s a new and a different feeling altogether as I decided to have my second child after 8 years.

How do you maintain a work life balance?

It’s very hard as I’m juggling in between managing my salon as well as my Instagram blog and most importantly my family. But the key is time allocation.

Do you think the social media industry in Pakistan has changed over time?

A lot. Social media has a relevance now.

What are some of your hobbies?

With my routine there’s no time for hobbies:)

What is your beauty routine?

Taking care of my skin. I dont have a set toutine but i always always cleanse my face before going to bed.

What’s your favourite part about your work?

I enjoy whatever I do. I enjoy running my salon and I love making content for my page. It shows who I am.

Who is your favourite designer?

In Pakistan, Hussain Rehar

Name three things on your bucket list.

Going on a trip alone with my husband is definitely number 1!

Who is your inspiration?

My mother.

Describe your perfect day off when you’re not working.

Relaxing at home with my family.

What advice would you give to young people who look up to you and want to be influencers?

Just follow your dreams and passions.

Continue Reading
By
Pin It