Russian TSUM chain becomes largest Int buyer at WLIF
10 Apr '06
2 min read
Russian luxury retail chain, TSUM, has spent about Rs50 million at this year's Wills Lifestyle India Fashion Week becoming the largest overseas buyer at the event.
Sunil Sethi, Alliance Merchandising that represents TSUM in India, informed that the the chief purchases were in the jewellery sector and several ensembles from around 10 individuals and firms.
TSUM is planning a 'Riches and Luxury' campaign in India around May-June that will display nation's best art and design creations.
Sethi also reported that during this event, the company will arrange marriages for Russian couples who want to experience traditional Indian wedding.
Company is negotiating deals with leading fashion designers like J J Valaya, Rohit Bal, Manish Arora and Manav Gangwanii to design the wedding costumes.
Maria Luisa Poumillou who runs a French chain under her own name, informed she had bought products from Manish Arora, Rajesh Pratap Singh and Rohit Bal.
She explains that penetrating the international market is difficult for any country.
She also says that Indian fashion offers magical experience but the designers are forced to integrate western culture in their creations.
However, losing Indianess is also not an option, and hence the designers face a tough challenge.
She believes that WLIF has a lot of potential but still further improvements need to be made.
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