Alina and Fatima, two passionate fashion enthusiasts with rich backgrounds in Journalism, PR, and Marketing, are back with a second exceptional exhibit, perfectly timed for winter and the bustling wedding season of 2024. With a keen eye for curating an extraordinary shopping experience, they’re on a mission to bring an impressive selection of winter and bridal collections under one roof. Their dedication to showcasing diverse brands and trends makes this exhibit a must-visit for anyone seeking style and sophistication this season.

With your background and experience in the world of fashion, journalism and PR, what inspired you to shift into the world of fashion exhibitions, and how did Numaish come to life?

Alina: During a casual weekend hangout, Fatima shared her observation about the challenges faced by vendors at fashion exhibitions and how there’s apparent favoritism. That sparked an idea and I suggested her that we create our own platform, and the rest, as they say, is history.

I believe that my extensive understanding of fashion and consumer needs, combined with my networking skills played a pivotal role in the creation of Numaish.

Fatima: I was inclined towards designing clothes all my teenage life and after my masters degree in manufacturing management from Canada I decided to set up my own clothing unit. I participated in various fashion exhibitions in Lahore over the years and always found vendors dissatisfied about something or the other. Hence the idea of a fashion exhibition keeping in mind all the issues faced by vendors came into being therefore Numaish was born.

Numaish brings a variety of brands under one roof, creating a unique experience for both designers and customers. How do you curate the brands and ensure each exhibit stands out?

Alina: Our meticulous brand selection process ensures a diverse and exciting showcase, featuring brands that align with our event’s vision and offer unique value to shoppers. To help each brand stand out and make a lasting impression, we provide comprehensive support tailored to their specific needs. This includes expert guidance on booth setup and design, ensuring a visually appealing and functional space. We also offer strategic support in social media promotions and to help brands reach a wider audience and maximize their exposure at Numaish.

Fatima: At Numaish, our goal is to create a dynamic platform that not only showcases a variety of brands but also delivers a memorable experience for both designers and customers. We curate brands through a careful selection process, ensuring a mix of established names and emerging talent to offer diversity. Each brand is evaluated based on its design innovation, quality of craftsmanship, and alignment with the latest trends in ladies’ clothing, accessories and household items. To ensure that every exhibit stands out, we work closely with each brand to highlight their unique selling points. Our aim is to create a balance where every brand has its own spotlight, providing customers with seamless shopping experience.

Fashion exhibitions require a lot of coordination and creativity. What are some of the biggest challenges you’ve faced while organizing Numaish events, and how have you overcome them?

Alina: The biggest challenge was managing budget constraints. Negotiating with vendors and exploring cost-saving strategies without compromising the event’s overall quality proved to be quite demanding. It required careful planning and a willingness to adapt to unforseen circumstances.

Fatima: Attracting a significant number of attendees and engaging the relevant audience for a fashion exhibit is not as straightforward as it might seem. It requires a strategic approach, effective marketing campaigns, and a deep understanding of the desired demographic.

Having worked in fashion and PR, how has your expertise in these fields helped shape the success of Numaish, particularly in building relationships with designers and brands?

Alina: While I’ve successfully (if I say so myself) managed numerous events throughout my 15+ year career, curating my own exhibit required twice the effort and dedication. However, with my industry experience and established reputation, I was able to cultivate trust and foster strong relationships with both participants and vendors.

Fatima: My background in management and experience at various exhibitions allowed me to identify the communication gap between organizers and brands as a major shortcoming. Being a designer and active participant, I prioritize open communication, actively seeking feedback from the designers and incorporating their insights into event planning.

What’s been the most rewarding aspect of running Numaish, and how do you see the platform evolving in the future, especially in Pakistan’s growing fashion industry?

Alina: For me, the most fulfilling aspect was witnessing the success of our vendors. When they achieve significant sales and express their appreciation for the seamless exhibition experience we provide, it reinforces our commitment to creating a supportive and thriving platform for local businesses. Our vision for Numaish is to establish it as an internationally recognized and respected platform.

Fatima: The most rewarding aspect of running Numaish has been the opportunity to create a platform that brings together talented designers and an eager audience, promoting creativity and innovation in Pakistan’s growing fashion industry. Seeing emerging brands get the exposure they deserve and the gratitude that they show towards us after a successful event is overwhelming.

Numaish offers a platform for both established and emerging brands. How do you balance supporting new designers while also featuring well-known names, and what’s your vision for promoting talent?

Alina: We focus on curating a diverse selection, providing guidance and support, creating dedicated showcase opportunities, fostering partnerships, and considering pricing accessibility. The vision for promoting talent is to create a platform that empowers emerging designers to grow and succeed.

Fatima: At Numaish, we balance supporting new designers and featuring established brands by allocating specific areas for emerging designers to ensure they have visibility without competing directly with well-known brands. We offer focused marketing support to emerging designers, boosting their exposure through social media and influencer campaigns. Exhibits are curated to feature a blend of established names and fresh talent, creating a diverse experience for visitors.

In your opinion, what makes a successful exhibit, and how do you tailor each event to reflect current trends while also providing a unique shopping experience?

Alina: The ultimate measure of an exhibit’s success lies in its ability to attract footfall and drive sales. When vendors thrive and express gratitude for the platform we provide, it validates our efforts. We have been analysing the buying patterns and interests of shoppers which allows us to tailor future exhibits to their preferences and ensure continued success.

Fatima: A successful exhibit requires a balanced mix of established and emerging brands to engage diverse customers. Creative and eye-catching displays that reflect each brand’s identity. A focus on current fashion trends, while also offering timeless designs. Well-organized layouts and customer support for a smooth, enjoyable experience.

The fashion industry is constantly evolving. How do you keep Numaish relevant and exciting for both brands and customers, especially in a competitive market?

Alina: We believe in quality over quantity. Our commitment to quality is reflected in our careful selection of brands. We curate a diverse yet cohesive lineup, ensuring that most relevant participants are invited to join Numaish. By avoiding overcrowding, we deliver a unique and memorable experience for our shoppers.

Fatima: Featuring a balanced blend of established and emerging designers to maintain variety and innovation. Utilising social media, influencers, and personalized campaigns to attract and retain the right audience. This approach keeps Numaish dynamic, ensuring ongoing appeal in a competitive market.

How do you think Numaish contributes to the fashion landscape in Pakistan, and what role do you see it playing in promoting local and international brands in the future?

Alina: Numaish has significantly contributed to the Pakistani fashion landscape by promoting local brands, fostering a sense of community, elevating standards, and inspiring emerging talent. In the future, we wish to see it expand its reach internationally, focus on sustainability, promote diversity, and leverage technology to become a global platform for promoting both local and international brands.

Fatima: Numaish contributes to Pakistan’s fashion landscape by providing a platform for local upcoming designers to gain exposure alongside established brands. Supporting these emerging designers, helping them establish themselves in the competitive market. For the future, Numaish aims to attract international brands, creating a global fashion hub in Pakistan. And also aim to take Pakistani brands to the global market.

As business partners, how do you divide responsibilities, and how has your partnership evolved as Numaish has grown in popularity and success?

Alina: I oversee PR, social media management, and marketing initiatives, while Fatima manages vendor relations and operational activities. Participant selection and strategic sponsorship planning is a collaborative effort. Despite certain challenges, our friendship and shared vision for Numaish has been the foundation of our successful partnership.

Fatima: Our responsibilities are divided according to our expertise with Alina’s background in PR and marketing she deals with those two aspects of the business and with my background in Management I deal with vendors and the management aspect of the business. As far as brand selection goes we both share that responsibility. As Numaish has grown, our partnership has evolved to include jointly planning growth strategies and new markets. Expanding our team to handle increased operational demands, allowing us to focus more on innovation and networking. This balanced approach has driven Numaish’s continued success.