Pernia Qureshi launches live sessions during lockdown
Designer and entrepreneur Pernia Qureshi has launched a series of live sessions on Instagram with creatives in various fields as fashion businesses embrace more diverse media strategies during lockdown.
On April 1, Qureshi kicked off the ‘Live with Pernia’ initiative with a live session on Instagram titled ‘How to deal with your quarantine blues’.
While Qureshi’s retail outlets remain closed and online orders halted during lockdown, the designer is taking the opportunity to connect with her customers more personally.
Qureshi held a live session on April 9 with chef Kelvin Cheung who taught ‘Quarantine Cooking 101’ on Instagram. On April 16, fitness teacher and influencer Zoe Modgill will teach ‘Quarantine Fitness’ and other live Instagram sessions will follow.
Qureshi is also sharing eco-friendly fashion and lifestyle tips on her brand group Facebook page. Qureshi recently launched sustainable womenswear and accessories line Gur and is sharing a series of ‘Gur Facts’ to keep customers engaged with the nascent label during lockdown.
As the extended pan-India lockdown is financially affecting most Indians, brands are gearing up for slow sales even after lockdown is lifted and are using social media to forge deeper relationships with customers to encourage them to remain brand loyal in future.
Pernia Qureshi runs a range of women’s fashion brands including her eponymous label and Gur. Qureshi also founded multi-brand fashion business Pernia’s Pop-Up Shop which she later sold to Purple Style Labs.
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