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

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Case Details:

Case Code : MKTG142
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

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Wills Lifestyle India Fashion Week

There were some industry watchers who believed that Wills Lifestyle would be a better sponsor for the India Fashion Week, in terms of 'fit'. The fact that IFW was conceptualized to expand the pręt market in India while Wills Lifestyle was a pioneering fashion retail brand seemed to indicate a good match. Krishna Mehta, a Mumbai-based member of the FDCI board, said, "Lakme is a cosmetic company interested in promoting its own label. But Wills Lifestyle has already made a significant contribution to the garment industry. It is an exclusive fashion retail brand and we could look forward to a synergy."

In March 2006, in an initiative to cement a relationship with the fashion fraternity, ITC launched an exclusive diffusion line which was to be retailed through Wills Lifestyle stores spread across the country. This line, designed by well-known designers Rohit Gandhi, Rahul Khanna, and Monisha Jaising, was to be showcased on the concluding day of the WLIFW. Atul Chand (Chand), general manager, marketing & retail, ITC's Lifestyle Retailing Business, said, "The Wills Lifestyle India Fashion Week is a unique lifestyle platform...

Future of Indian Fashion

Most stakeholders in the Indian fashion industry believed that the future of Indian fashion was bright and on the ascendant. However, there were major obstacles on the path to success. Prime among them were the highly fragmented nature of the industry, the lack of branding and marketing skills, and the lack of professionalism. India was among a handful of countries with a presence in every link in the textile value chain. It was a major producer of natural fibers like cotton, silk, jute, etc., as well as man-made fibers like polyester, viscose, etc. The country was renowned for its traditional strengths in weaving and spinning.


Exhibit I: Wills Lifestyle
Exhibit II: Fashion Councils in Some Other Countries
Exhibit III: Fashion Capitals of the World
Exhibit IV: About IMG
Exhibit V: A Model at the Lakme Fashion Week 2006
Exhibit VI: A Model at the Inaugural Wills Lifestyle India Fashion Week
Exhibit VII: Price Segments in Garments
Exhibit VIII: Some Indian Designerwear Labels
Exhibit IX: The Fashion Industry Network

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