Commerce & creativity drive business of fashion at LFW
20 Mar '12
6 min read
Commerce, creativity and new initiatives successfully led to the conclusion of yet another season of Lakmé Fashion Week on March 6, 2012. LFW Summer/Resort 2012 saw some new initiatives that reflected in record breaking business transactions for LFW designers. The new 'Source' generated great excitement with its creative international layout and was the centre of all activity that also drove commerce at LFW this season. The event witnessed participation from 83 designers from across the country on the ramp as well as in stall exhibits, 50 shows, 100 designer stalls, over 200 buyer registrations and over 40,000 visitors over 5 days.
As a platform that engages all stakeholders, LFW witnessed several new initiatives this season. Leading these initiatives was Indian Textile Day which included a series of knowledge sharing sessions including six workshops on Indian Textiles, entrepreneurship, and Kalamkari demonstrations aimed at celebrating Indian Weaves and Crafts. LFW continues to unite fashion and digital innovations by driving engagement with global fashion through social media, live streaming and feeds.
Designer Sabyasachi Mukherjee said, “Although we did not participate in a show this season and concentrated on our stall and business aspects, this fashion week has been fabulous for us in terms of orders and we have seen the best sales ever".
Sharing her experience first time participating talent box designer Nitya Arora said, “There has been a huge digital wave at Lakmé fashion week this time. There were a large number of buyers with online stores/portals and many young bloggers. Which is a really good thing because the world, India included, is spending more time online. Women have higher incomes now but less time to go out and shop so you sell to them at the office on their computer screens”.
“Launching my label 'megha garg' through the Gen Next program, and doing a very experimental line, my expectation to make a mark on the buyers was low, but definitely the response was overwhelming. My collection will be on the racks soon”, said Gen Next designer Megha Garg.
Designer Krishna Mehta said, “Fashion week is a primarily a trade event. The glamour and the hype around it, just comes by default as this is fashion! LFW has been growing from strength to strength, and this season, has seen the maximum buyers, and more importantly, the business generated has been at least 5 times more than ever before. Again, more than ever, IMGR and the Lakmé teams have been very proactive, with their prime focus on facilitating business, attracting more buyers besides promoting the Gen Next and young designers, which to me are some of the few important initiatives that has taken this forum to just another level altogether”.
“The buyer scenario at LFW was overwhelming not just in terms of quantity but also quality. It's been more than satisfying for business and visibility”, said Designer Nupur Kanoi.
Sharing their experience Designers Shubha Sethi & Payal Kothari of VERUSCHKA said, “Being associated with LFW is always a great experience. This was the second consecutive time Veruschka participated at LFW, and once again our collection and show was greeted with great response and enthusiasm. Although we participated at the Talent Box, the show was met with the same kind of support, adulation, professionalism, attention and importance as the shows at the Main Show Area. This shows that LFW treats and promotes all designers on an equal par. Whereas the buyers are concerned there were quite few enquiries from domestic as well as some International buyers. Overall we are glad to be associated with LFW and thanks to the entire team, whose support played an integral part in the success of our show. We cannot wait for next season”.
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