What started as a sheer love for fashion, of organising fashion exhibitions to showcase luxe brands in the May 2013, the entrepreneur duo Sharnamli Mehra Adhar & Mitali Wadhwa already started noticing promising results. The retail entrepreneurs organise exhibitions and trunk shows by the name of The Pink Post Inc, which is a daylong exhibition and show. Till now, brands like Outhouse, Furla, Le Mill, Arpita Mehta, and other fashion week brands have already participated with them. Indian Retailer catches up with the founders to know about their unique venture and the retailing model.
How the idea of starting a fashion exhibition led venture inspire you while there were so many other retail business models aplenty?
The Pink Post Inc was launched through a mutual love for fashion and for discovering younger/edgier brands led to us putting this idea together. We wanted to put together a platform where people like us would be comfortable to shop and with each edition have something newer and fresher to look forward to in terms of brands and services on offer. Large majority of shoppers in India still prefer to touch, feel & try on the products they are buying as compared to shopping on websites. Thus, we stand apart as we allow them to experience products they normally wouldn't be able to have access to on their own.
What’s the business model like?
We curate and bring together different brands under one roof, wherein we charge a participation fee for a daylong event. The event is promoted across different platforms both online and offline.
Who is your TG? How do you reach them?
Our TG is the urban young woman from the age group of 20 to 45 year. We reach out to them through sustained and focused social media campaigns/ print media and targeted PR activities online and offline.
How do you position your venture?
We position our company to make fashion easy and affordable to shoppers and remove the intimidation associated with fashion as a genre. It’s a brand started by regular people for people like you and me who can come shop for their favourite brands at one place without burning a hole in the pocket and enjoy a great day out!
Who were your mentors? What were the initial hiccups?
Exhibitions as such have never been looked at as a fun and innovative platform and we feel that we have successfully managed to change this perception. Just like any business, this too had many hiccups in terms of most importantly trying to change the perception of the term 'exhibitions' in front of people, a lot of competition with a sudden rise of similar events after we started and most importantly trying to educate the market about trusting us and the quality of our shows each time.
How do you plan to make your brand more successful in years to come?
We have always measured success with quality rather than quantity of our shows. We don't count success with the number of brands/shows and footfalls we receive but by the amount of sales each exhibitor makes each time and when people look forward to each show of ours. There's always a strong focus to make TPPI (The Pink Post Inc) personal and not let it get commercial and lose the quality aspect. We are already successfully operating in Delhi & Mumbai and this year we plan to venture out to many new Indian cities and maybe even go international. Apart from fashion exhibitions, we also actively work on our other verticals which include personalised brand events for mono brands, social media marketing and media consulting.
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