Lakme Fashion Week and Wills Lifestyle India Fashion Week: Fission in Indian Fashion

            
  
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:
Case Code : MKTG142 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra

Themes

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Case Length : 17 Pages
Period : 2000-2006
Organization : FDCI, Lakme Ltd, Wills Lifestyle
Pub Date : 2006
Teaching Note : Available
Countries : India
Industry : Textile and Garments

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.

Issues:

» 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.

» Evaluate the future prospects for Indian fashion, in view of the trends towards corporatization in the industry.

Contents:

  Page No.
Unfashionable Fracas 2
India Fashion Week 3
The Split 6
The Fallout 7
The All-New Lakme Fashion Week 9
Wills Lifestyle India Fashion Week 10
Future of Indian Fashion 11
Exhibits 13

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

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