Abstract

The case discusses the beginnings and growth of the India Fashion Week, an event organized to showcase the best of Indian fashion. It then describes the break-up between the proprietor and the title sponsor of the fashion event and the after-effects of the split. The case then goes on to describe the two new fashion events that were launched by the two parties to represent Indian fashion. The case ends with a brief discussion on the future of the Indian fashion industry.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the importance of events like fashion weeks in promoting the growth of the fashion industry
• Examine the reasons behind the split between the proprietors and the title sponsors of the India Fashion Week and the fallout of the split
• and Evaluate the future prospects for Indian fashion, in view of the trends towards corporatization in the industry.

Keywords

Indian fashion industry, India Fashion week, Lakme Fashion Week, Wills Lifestyle India Fashion Week, Fashion Design Council of India, Corporatization of designerwear, Fashion brands