Modon Holding posts AED 2.1bn net profit in H1 2025    Egypt's Electricity Ministry says new power cable for Giza area operational    Egypt exports first high-tech potato seeds to Uzbekistan after opening market    Egypt's Al-Sisi, Italian defence minister discuss Gaza, security cooperation    Egypt's FM discusses Gaza, Nile dam with US senators    Aid airdrops intensify as famine deepens in Gaza amid mounting international criticism    Health minister showcases AI's impact on healthcare at Huawei Cloud Summit    On anti-trafficking day, Egypt's PM calls fight a 'moral and humanitarian duty'    Federal Reserve maintains interest rates    Egypt strengthens healthcare partnerships to enhance maternity, multiple sclerosis, and stroke care    Egypt keeps Gaza aid flowing, total tops 533,000 tons: minister    Indian Embassy to launch cultural festival in Assiut, film fest in Cairo    Egyptian aid convoy heads toward Gaza as humanitarian crisis deepens    Culture minister launches national plan to revive film industry, modernise cinematic assets    Sudan's ambassador to Egypt holds reconstruction talks on with Arab League    I won't trade my identity to please market: Douzi    Sisi calls for boosting oil & gas investment to ease import burden    Egypt welcomes 25-nation statement urging end to Gaza war    Sisi sends letter to Nigerian president affirming strategic ties    Egypt, Senegal sign pharma MoU to unify regulatory standards    Two militants killed in foiled plot to revive 'Hasm' operations: Interior ministry    Egypt, Somalia discuss closer environmental cooperation    58 days that exposed IMF's contradictions on Egypt    Egypt's EHA, Huawei discuss enhanced digital health    Foreign, housing ministers discuss Egypt's role in African development push    Egypt reveals heritage e-training portal    Three ancient rock-cut tombs discovered in Aswan    Sisi launches new support initiative for families of war, terrorism victims    Egypt expands e-ticketing to 110 heritage sites, adds self-service kiosks at Saqqara    Egypt's Irrigation Minister urges scientific cooperation to tackle water scarcity    Palm Hills Squash Open debuts with 48 international stars, $250,000 prize pool    On Sport to broadcast Pan Arab Golf Championship for Juniors and Ladies in Egypt    Golf Festival in Cairo to mark Arab Golf Federation's 50th anniversary    Germany among EU's priciest labour markets – official data    Paris Olympic gold '24 medals hit record value    A minute of silence for Egyptian sports    Russia says it's in sync with US, China, Pakistan on Taliban    It's a bit frustrating to draw at home: Real Madrid keeper after Villarreal game    Shoukry reviews with Guterres Egypt's efforts to achieve SDGs, promote human rights    Sudan says countries must cooperate on vaccines    Johnson & Johnson: Second shot boosts antibodies and protection against COVID-19    Egypt to tax bloggers, YouTubers    Egypt's FM asserts importance of stability in Libya, holding elections as scheduled    We mustn't lose touch: Muller after Bayern win in Bundesliga    Egypt records 36 new deaths from Covid-19, highest since mid June    Egypt sells $3 bln US-dollar dominated eurobonds    Gamal Hanafy's ceramic exhibition at Gezira Arts Centre is a must go    Italian Institute Director Davide Scalmani presents activities of the Cairo Institute for ITALIANA.IT platform    







Thank you for reporting!
This image will be automatically disabled when it gets reported by several people.



MITCHA: digitalising local fashion scene
We must educate market, raise awareness regarding quality, creativity of our designers, says Louca
Published in Daily News Egypt on 20 - 02 - 2019

With the local fashion scene thriving with new talents, the made-in-Egypt label has become a trendy must have. From haute couture to athleisure and accessories, a wide spectrum of local options is not only taking the local market by storm, but is also building a regional fan base. However, as the market is rapidly developing in terms of talent, the purchasing behaviour has been dragging at a much slower pace.
Hilda Louca, along with her team of seasoned market experts, decided to take a leap of faith. Together they have created an e-commerce platform to celebrate and support local talent. With 20 years of experience in marketing and management, Louca spends her days scouting for new talents and mentoring others.
Her brainchild,
MITCHA is a local platform for curated fashion. The team works day and night to bring together a variety of home-grown designers in one easy-to-use digital platform, which follows international standards. The founders rule by simplicity, elegance, and modernity, all while remaining loyal to their local roots.
The idea was first born in 2016. At the time, Louca chose to apply her extensive knowledge by starting with an extensive market research. Soon after, she was determined to change the fashion game by giving more power to customers and unlimited reach to the designers. Accordingly, she partnered with Glint Consulting, a Cairo-based management consulting and investment boutique firm, and Susan Sabet, the founding editor of Pashion magazine.
Daily News Egypt interviewed Louca to talk about the local fashion, e-commerce, and what the future still holds for the Egyptian creative and fashion scene, the transcript for which is below, lightly edited for clarity:
What encouraged you to start MITCHA?
I am a very proud Egyptian. MITCHA started with a simple dream: a dream of a fashion culture in Egypt, a dream to revive the glory and elegance of the bygone era when Egyptian women were simple, elegant, yet sophisticated. I looked at the incredible talent and creativity of Egyptian designers, their spirit really inspired me to create MITCHA. These designers go against the stream to create, from finding good craftsmen to buying materials and fabrics that may be available today but not tomorrow. They deserve to shine and be seen.
What did you aim to add to the industry?
The fashion industry has witnessed a significant growth over the past seven to eight years. Many local artists and designers have successfully created a niche for themselves. Meanwhile, more people started to develop an appetite for everything that is home-grown.
We believe that designers deserve better exposure and a wider reach. MITCHA comes as a game-changer by introducing a new culture of fashion. We aim to be a hub for home-grown designers as well as a digital destination for fashion by bringing designers to the right customers through a world-class digital platform.
Why should clients buy through your website and not directly from the designer?
MITCHA offers a new and unique online shopping experience. Our platform is easy and intuitive to browse. Customers can browse our curated collections and shop styled looks by their favourite designers. They can also mix and match fully styled outfits from head to foot whether for work, weekend, beach, or special occasions. Furthermore, they can complement their looks with statement accessories, bags, and jewellery.
Quality is our number one driver; every piece is carefully selected and goes through extensive quality and authenticity checks to be featured on the platform. Our dedicated team of fashion-forward buyers, stylists, and editors scour the fashion landscape for real talents so only the best designers are stocked on MITCHA.
We offer a personal service through dedicated customer care, hassle-free shipping in our signature packaging, free returns, and a fully-secured online platform on the web and mobile phones.
What is the biggest challenge you are currently facing?
We faced many challenges and still do. From the designers' side, we are working with them on several issues; from improving the quality, to overcoming inconsistency and lack of stock, as well as convincing them to not only depend on their social media followers for growth, but to look further and dream bigger.
We bring a complete business solution, from photo shooting to marketing campaigns and PR, to quality control, and logistics. All that should support designers to showcase their pieces to the world, eliminating all the hassle they go through, so they can focus on creating art. There is a whole industry that is emerging behind the designers, and every touch point needs to be done right.
How would you evaluate the current status of e-commerce in Egypt?
The need for e-commerce and online shopping in Egypt is increasing by the hour, yet there is still a huge space for growth. Some barriers still exist especially when it comes to buying fashion items. For example, while a customer would opt to purchase her bakery, grocery and household items from online marketplaces, the same customer may prefer face-to-face interaction when buying a pair of new boots or a piece of jewellery.
Others may prefer dealing directly on Facebook or Instagram in what we call a very developed ‘social e-commerce' for fashion. We built a true e-commerce solution that offers an attractive, efficient and secure alternative which preserves and guarantees both customers' and designers' rights under one platform.
Customers can track their orders, build wish lists, manage their returns, and give feedback, all in one place at the press of a button and from the comfort of their homes. It is a cultural mindset that we are trying to build and it is growing.
What are the most common stereotypes that you often have to deal with?
Our efforts are geared toward changing the perceptions of customers about the quality of Egyptian-made garments, accessories, shoes, etc. and the price they are willing to pay for it. Customers may buy a comparable item from a global fashion label for the same price or even higher.
We believe that we have a responsibility to educate the market and raise awareness regarding the quality and creativity of our designers. That is why we are uplifting the whole shopping experience to ensure 100% customer satisfaction. We are very determined and passionate to fulfil this dream.


Clic here to read the story from its source.