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HT Image

Hot off the ramp

Online fashion portal retails designer collections showcased at this month’s fashion week, also creates special budget line.
Hindustan Times | By Rochelle Pinto, Mumbai
UPDATED ON MAR 10, 2011 05:24 PM IST

Even if you have no hope of a front row seat at the Lakme Fashion week, you could be buying collections hot off the ramp. Online portal has tied up with LFW as their official online retail partner, and is allowing members to access collections of their participating designers.

“When we tied up with LFW, we didn’t want to have a static presence. We know that they are doing very well promoting new talent and we wanted to allow our customers to buy these collections,” says Gayatri Kachru, buzz marketing of the portal.

The portal currently delivers to over 500 cities in India, a reach that the designers too can enjoy even if they don’t have a physical presence in those cities. One form of sale is called Hot Off The Ramp, where select designers like Shantanu and Nikhil, Anita Dongre, Babita Malkhani, Arpan Vohra and Jatin Verma among others, create made-to-order garments, identical to what you’d find on the ramp. "In this medium, we’ve asked designers to create garments for our customers that are identical to what they will showcase this season. It will be a month long delivery and is open to anyone who logs on," mentions Kachru. The prices, though, will be comparable to the designer’s retail rates.

The second medium is a venture called LFW Prêt, where designers have been contracted to create a special line of garments for the fashion portal. “We collected data on what sells best online and shared it with the designers, asking them to produce collections based on their styles, but following guidelines which suit online sales,” Kachru adds. “All the garments will be in the range of Rs 10,000 or less and there will be a choice of both Indian ethnic and western garments,” she says.

The clothes will be available for sale as of March 11 and will take about three weeks for delivery

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