Hyderabad: A pop-up fashion event was organised at Park Hyatt, Hyderabad, on Saturday. It showcased a range of collections and deals.
Excerpts from the conversation with Mudita Jaipuria, founder of 'The Warehouse by Mudita,' with Deccan Chronicle
What sets The Warehouse by Mudita apart from other luxury multi-designer outlets?
We actually have a luxury roster and we don't just claim to be a luxury exhibition. All the leading names of Indian fashion, from Rohit Bal and Dhruv Kapoor to Rohit Gandhi and Rahul Khanna, are part of our lineup. Bringing these designers to Hyderabad itself sets us apart from other luxury exhibitions in my eyes.
Can you tell us about the business model and benefits for both designers and customers?
The designers have their products and inventory in the main cities. They want to explore tier 2 and tier 3 cities, which is why we have come to the city of Hyderabad. This helps meet new clients, expand their base and ours as well and capture market share.
How do you curate the lineup of designers for each pop-up event?
Based on the demands of the city and extensive market research, we curate the lineup of designers for each pop-up event. Hyderabad is a more traditional city compared to Delhi and Mumbai, so the lineup is curated based on the cultural mindset of the city.
What criteria do you use to select participating designers?
The participating designers should be from a leading designer category. We also consider their inventory, the stock they have, and their quality.
What can fashionistas expect from the upcoming pop-up event in Hyderabad?
At absolute fabulous prices, they can do some crazy shopping.
What role do you think The Warehouse by Mudita plays in promoting Indian designers and the fashion industry?
We play a huge role. Today, even our digital outreach is about 150k followers. Our brand is synonymous with buying. Even on our social media page we don’t have people who are not buyers. Our communication is very streamlined. If you are someone in the market for shopping and looking to invest in your wardrobe then the Warehouse by Mudita is the place to come. We connect designers to actual buyers, not just people consuming content.
How does The Warehouse by Mudita contribute to sustainability in the fashion industry?
A lot of pieces, if not sold, would just accumulate and eventually be unsellable. We are helping designers sell their inventory, it is monetised, and the pieces go to someone who values them. This prevents stock from just sitting in a factory and ensures the designers make money.
