Where's the biz buzz? | Hindustan Times
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Where's the biz buzz?

While the Delhi and Mumbai fashion shows capture the arc lights, the business may actually be happening outside the ramp squares.

india Updated: Apr 01, 2006 16:09 IST

While the Delhi and Mumbai fashion shows capture the arc lights, the business may actually be happening outside the ramp squares.

Fashion designers and retail houses seem to be confident of the fact that two fashion shows will not make a difference to their business. What they do not reveal explicitly is that these shows may not be making a big difference in the way the business deals are struck in the first place.

Most Fashion designers have already fixed up appointments with the retailers and the traders too have zeroed on their preferred labels.

Appointments fixed!
Delhi based designer Ranna Gill reveals that she has her "appointments fixed from 10 am on April 5 (when the Wills India Fashion Week begins in Delhi)." She further adds, "I don't think that business will suffer much since I have already spoken to my dealers and have fixed appointments with them."

But yes, I'm bothered about new dealers. Since both the shows are happening neck-to-neck, I'm really not sure how the new buyers will get to the see collections," she adds.

Ace designer, Ritu Kumar confirms the designer side of the tale. "One will have to spend 10 continuous days on the job if one intends to attend both the fashion shows. This is certainly not possible. I guess most of the buyers will go to the bigger shows, where the prominent players are displaying their collection."

Like may others in her trade she is also bothered about the new business prospects but is happy that ultimately India has more than one fashion shows. "We are a big country and fashion is a huge trade here. We certainly need more shows."

Merchandisers unnerved
Fashion retailers also feel the same. "The content more or less is the same and for us India itself is a big focus area for trade. So the different venues do not make much of a difference," says Manish from Shoppers Stop.

Similar views are aired by Ritika Kohli of L'Affair. She says, "split in the fashion shows won't make a difference to us." Like L'Affairs and Shoppers' Stop, most other big retailers have also finalised their list of designers.

Clearly names sell in the fashion trade. And despite efforts to organise the business side of glamour, little seems to be changing behind the glitz. Nonetheless the back-to-back fashion weeks gives enough reason for the fash frat to party for!

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