Instep Today: How does it feel to have your first LSA nomination in the Best High Street Brand category?

Aalia Jafar: We appreciate the recognition of being considered for such a prestigious award on this coveted platform and at such an early stage in our brand history. It's been just over two years since we launched. For us being nominated in the Best High Street Brand category is a manifestation of our growth in terms of being accessible to a much wider market through our store expansion, nationwide cash on delivery.

Also, being a high street brand in Pakistan means we have to be accessible to all our customers. Be it in the form of location, design, products and/or prices we make it a point to offer our customers the best value for money as well as quality.

Instep Today: What would the LSA win mean for Sheep?  

Aalia Jafar: Being nominated is an accomplishment in itself and is something we are very proud of.

 Instep Today: How much of your customers’ feedback do you incorporate when creating seasonal designs?

Aalia Jafar: We make every effort to take our customers’ feedback into account. We have comment books at all our locations and review them on a daily basis and try to incorporate their requests into our designs.

It is based on this feedback that we decided to expand into four distinct of lines of Black Sheep, Luxury Pręt, Smart Casuals and Workwear.

Instep Today: Which is your most successful line right now?

Aalia Jafar: Workwear and Luxury Pręt are doing well with the niche and the mass market, respectively. Both these lines enable us to target different areas of the market.

Instep Today: Do you plan to be a part of fashion week?

Aalia Jafar: We would absolutely love to take part in fashion week and we will be most excited once the opportunity arises! When there is a fashion week or day during fashion week that is designed for high street retail brands, Sheep would love to take part.

Instep Today: After two years, are there any plans to rebrand or revise your campaigns?

Aalia Jafar: We feel it is very important to cater to a diverse market since we are a high street brand and to this end we have expanded to create four lines with four distinct aesthetics - this has enabled us to reach out to a much wider market. Our Workwear and Smart Casuals lines still maintain the original design philosophy of our signature styles. Because each line has a distinct identity, each line’s campaign has to be different from the other.

Instep Today: What are some of your favourite looks of this season from Sheep?

Aalia Jafar: We have introduced new cuts, which are body defining and flattering yet flowy, and we have incorporated this silhouette into many of the designs that feature in this year's Eid collections at Sheep.

Instep Today: What trends are making a major appearance in your lines?

Aalia Jafar: Dramatic cuts and candy colors such as bright pink, lemon yellows, mint greens and violet are some of the many colours featured in our upcoming Eid collection.

Instep Today: Sheep has made its name on the basis that busy women can have wearable and affordable clothes at the ready, yet your prices for cotton shirts are going up... 

Aalia Jafar: Our price points are very competitive in the Workwear and Smart Casuals category. However, we need to take into account the rising prices in general - we try our best to make sure our customers get value for money in the realm of rising costs but at the same time we also reject styles where the cost of production is very high.