Business at fashion week, inside out
Oct 21 2013
I agree that the term ‘fashion week’ is synonymous with glamour and style and the industry is expected to deliver that too. But the first and foremost purpose of the very existence of a fashion body like FDCI is to promote and develop India as a fashion destination in terms of trends and business. This is finally beginning to happen since the last three seasons, and I have seen the industry grow by leaps and bounds. There has been a significant increase of queries and buyers from Bahrain, Riyadh, Mauritius, Paris, London and the US. We, as a fraternity, are expected incorporate our textiles, textures and design philosophy to develop a product which can cater to this global market. There is no doubt that there is a huge pool of talent on Indian runways. And it is very encouraging to see the interest of global buyers in our textiles and textures along with the understanding and acceptance of our sensibilities. As a country, we have been blessed with very rich textiles, unparalleled craftsmanship and improved construction techniques, so there is no way we won’t make a global impact. The real figures of business during fashion week are not known and can never be known, but if we see the consistency of most designers participating in WLIFW, that itself proves India’s huge potential.
Also, we are seeing a transition in the industry where the focus is more on business and less on the glam factor. This is also the reason why some sections of the media claim that fashion week has a lesser buzz these days. However, this view is bound to change, as slowly and steadily, the business at fashion week will bring in corporate investments and sponsorships. This in turn will make funds more available for promotions and brand building. As a result, the glam factor will automatically get added.
There are already rumours about huge investments to be made in some designer brands. Once we see a fruitful collaboration, others will follow suit. As in any other industry in our country, the development happens over a period of time. So will be the case with our fashion industry. In fact, I see this industry growing more, in relative terms, than any other industry due to its untold and unheard potential, which would surely surprise one and all.
(The writer is a Delhi-based fashion designer)