LAHORE: Saadia Asad, owner and head designer of the renowned brand Noor, aims at setting a benchmark in the fashion industry by bringing exclusivity, increasing production and adding quality to her designs. During an exclusive interview with Daily Times, Saadia Asad said that the efficient team behind her brand forecasts the upcoming trends and demands of the market prior to launching its collection for the season. “We have been doing a lot of experimental work lately, but this year we decided to do something that would cater to a wider audience,” Asad said. “For instance, this year, shorter shirts paired with shalwars are trending. We’re saying ‘Bye-bye’ to Capri pants.” Answering a query, she said that although there are a few who are not fond of embroidery to go with their outfits, as it gets really hot in summers, but she observed that a majority of women won’t pick on a design that has less embroidery. “It completes the attire and gives it a more formal look. If we notice the collections of established brands, embroidered dresses have had more sales than the plain ones,” she opined. Noor By Saadia Asad forayed into the fashion industry in 2010, showcasing its first collection in Fashion District Lahore, a multi-brand store. Over the years, the brand has managed to earn a prestigious space in the field amidst the ever-increasing competition. The brand offers casual wear, prêt as well as luxury prêt for women. The fashion designer plans to use pastel colours for her upcoming Eid collection, which would be based in cotton nets and lawn. The brand would play with different types of fabrics, which designers usually refrain from in one catalogue. “We are fusing two different fabrics and coming up with a new concept. As Eid would approach in July, the hottest month of the year, I would recommend women stick with pastels, as it gives a more feminine and a softer look. A colour like that would be suitable for women of all age groups, besides I’m not a big fan of dark colours in summer,” she added. She said owing to the amount of hard work and creativity, most brands would launch their collections once or twice a year, whereas her strategy is different. “I like to remain innovative and give my client more by launching a new variety after almost every two months. This not only helps build credibility in the market but also gives exclusivity to the brand, besides constant presence.” Asad admits that the competition is continuously increasing in the cottage industry as more women entrepreneurs are venturing into the apparel market every season. However, she believes that not all are real players, with a lot them closing down within a year or two. “If one wants to make a name and sustain its position in the market, then there is a lot of time as well as investment required. Constant marketing, proper mechanism, sufficient manpower and regular increase in production to remain vigilant in the market takes a lot of patience, skill and investment,” the young entrepreneur added. The designer, through her brand Noor, is currently focusing on expanding the business by increasing the production and launching its own flagship store. She said regular power cuts and no supply of gas has affected the overall cost of operating a business in the country and hence using alternate energy sources has impacted the overall revenue and profit. “If something that was supposed to cost us Rs 100, is now costing us Rs 160 due to lack of basic facilities,” she lamented.