Lakme Fashion Week and Wills Lifestyle India Fashion Week: Fission in
Indian Fashion
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ICMR HOME | Case Studies Collection
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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Fission in Indian Fashion case study
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India Fashion Week
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In several countries, the entire fashion industry (though the models and designers hog the limelight, the fashion industry included textile manufacturers, accessories manufacturers, beauty and health companies, makeup artists, hair stylists, choreographers, the fashion media, etc.) join together to present their prêt-a-porter lines twice in a year, corresponding to the fashion seasons of Spring-Summer and Fall-Winter.
Globally, these were recognized as 'fashion weeks'.
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The fashion weeks at the fashion capitals of the world (Milan Fashion Week, New York Fashion Week, etc) were eagerly awaited because they influenced global fashion trends to a great extent (Refer Exhibit II for a brief note on the fashion capitals of the world).
These events were major attractions and were considered crucial for the business of fashion. Fashion weeks served as a platform for the entire fashion industry to display the upcoming seasons'collections to trade buyers (retailers, buying houses, wholesalers, etc.), the media, and individual customers.
The central idea behind a fashion week was to showcase representative samples to the trade - quite unlike individual 'couture' fashion shows which tended to be more social/theatrical in nature. The 'all-business' nature of fashion weeks makes them popular among buyers who attend them to preview, plan, and order their lines for the next season...
Excerpts >>
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