Careers in fashion: Pernia Qureshi on how to make clothes that sell online

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If it’s not the front row that you spot Pernia Qureshi in, you’re bound to see her walking down the runway for a designer. Stylist, dancer, actor, entrepreneur—the influencer is a master of many trades. One of the pioneers of making luxury designer fashion available online, Qureshi has set up an empire with Pernia’s Pop-Up Shop. Now with a sketch to reality feature and a corresponding app, Qureshi is channelling all her energies into improving user experience for the luxury retail website.

What is the difference between selling online and brick and mortar? How can designer sell online successfully? On what grounds is declared unfit to sell in a competitive retail space? Vogue asked Pernia Qureshi.

Why would you recommend selling online to an upcoming designer?
An online platform makes fashion accessible to everyone. We have seen an increase in the number of people taking to online shopping in the past year. They have become more comfortable with the idea of purchasing merchandise without physically seeing or trying the products. Also, recognition and reach multiplies with an online platform.

What are the pros and cons of selling online versus selling in a store?
I feel like there is a gap in the Indian designer market. The designers are unable to reach their targeted customers across the globe and vice versa. With an online platform the aim is to cover this void and to create a one-stop-shop for Indian designers. I wanted to create a website that brought Indian fashion to everyone from New York to Lucknow with just a click, which is just not possible with selling in a store only.

“If anybody is making copies of a renowned designer, I reject it immediately.”

What do you look for when you approve of a designer’s collection to be sold
There are a lot of aspects that need to be kept in mind while approving of new designer’s collections and the most important factor is quality. We take QC very seriously to maintain the standard set and other aspects that we look at are aesthetics, finishing of outfits, colour palette, silhouettes, etc. All of these play a very important role in selection.

What are the three top rules of selling online?
1. Making sure that the marketing strategies are created and implemented perfectly.

2. Understand your audience and market needs.

3. Most important rule is customer satisfaction. Bringing smiles to my customers is what keeps me going. At PPUS, we always make sure that our customers get exactly what they see on the website and in the best quality.

On what basis would you reject a designer’s work for
Providing my customers with the best quality products is very important to me. If a designer’s collection is not up to the mark in terms of quality or finishing, I do not approve of it. Also, if anybody is making copies of a renowned designer, I reject it immediately.

What are the benefits of selling online?
With selling online, it can be difficult to establish a trusted brand name, to gain the customer trust. With an industry like fashion, where visuals are everything, selling online and technology have come as a huge blessing. You don’t need to be at the stores to stay updated on trends and current affairs. Consumers today want to be in sync with the latest trends, with the ease in finding what they want online and the convenience of shopping from home. Online shopping is rapidly becoming a necessity. Men and women both are warming up to the idea and are indulging in it, as it saves time and effort. There is no better feeling than sitting in your pyjamas with a glass of wine, browsing through some fine fashion.