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Lakmé Fashion Week Winter/Festive 2010

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Lakmé Fashion Week Winter/Festive 2010 IN FOCUS October 2010, EXPERIENTIAL MARKETING 30 Lakmé Fashion Week Winter/Festive 2010 By Shweta Ramsay Lakmé Fashion Week (LFW) is jointly organised bi-an- increase focus on domestic markets. LFW Winter/Festive nually by Lakmé, a cosmetics and beauty services brand 2010 showcased a lot of new initiatives like the ‘Gen Next and IMG, a global event production group. LFW has been 5 Year Show’ celebrating the spirit of ‘Defining the Future conceived and created with a vision to ‘Redefine the future of Fashion’ and five years of the Gen Next platform. This of fashion’ and integrate India to the global fashion world. season celebrated the presence of renowned designers The LFW Winter/ Festive 2010 was held from September like Manish Arora and Ritu Kumar for the first time on the 17 - 21 at the Grand Hyatt Hotel in Mumbai. Over 25,000 LFW runway.” visitors are said to have attended the event. An offsite show by Narendra Kumar at Tote was a new Anil Chopra, CEO, Lakmé (Hindustan Unilever) said, “LFW addition to LFW’s array of innovative displays. Celebrat- is a trade event and a facilitator between the designer ed designer, Malini Ramani presented the ‘Lakmé Grand and the buyer. With every season the platform is rapidly Finale’ with a new theme ‘Gypsy Collection’ dedicated to the expanding its reach by tapping Lakmé ‘Gypsy’ collection while Lakmé Studio and Catwalk potential talent and inviting buy- by TIGI teamed up once again for a special show by de- ers from across the globe. The signer Arjun Saluja to launch the Catwalk by TIGI ‘Sleek recently concluded season, LFW Mystique’ collection in India. Winter/Festive 2010 witnessed an increase in designer applica- “For the first time, LFW has tied up with a fashion trade tions and buyer registrations. The portal called Fashion and You as its official online Retail season marked an enormous in- Partner to further the business of fashion using E-Com- crease of 66 per cent in designer merce. The unique collaboration has enabled LFW to fa- applications as compared to last cilitate trade for budding Gen Next and Emerging design- Anil Chopra season and garnered 210 inter- ers through a special ‘Launch My Line’ space created on national and domestic buyer company registrations, an in- the portal in addition to targeted sales events promoting all crease of 36 per cent.” LFW designers,” added Chopra. Commenting on how the LFW Winter/ Festive 2010 is dif- Sponsor Associations ferent from previous editions of LFW, Chopra added, “This There were totally 12 sponsors supporting the LFW Win- year has been of great significance, LFW took the lead with ter/ Festive 2010. Sujal Shah, Vice President and Head a ground breaking strategic shift, tailoring its seasons to of Fashion IMG – India said, “Brands are interested in as- October 2010, EXPERIENTIAL MARKETING 30 IN FOCUS October 2010, EXPERIENTIAL MARKETING 31 Lakmé Fashion Week Winter/Festive 2010 sociating with LFW because they Festive 2010 were ŠkodaAuto, Philips, Killer Jeans, DHL, see an opportunity to deepen their iNIFD, Kingfisher, TreśMode and Stylekandy. engagement with their target au- dience through LFW. LFW’s me- Business of Fashion dia reach provides sponsors with The LFW Winter/ Festive season 2010 had 74 designers. cost effective ways to market their LFW further continued the strategic shift and increased its brand as brands today are moving focus on the current season requirements, promoting busi- away from traditional advertising ness of fashion in the country. This season showcased communication and are moving trends specially catering to the discerning festive buyer, Sujal Shah towards brand associations and while addressing the fashion requirements of the fashion alternative marketing channels. We have a strong set of fraternity. existing sponsors, and we evaluate new partnership op- portunities each season. LFW is constantly looking at new Shah stated, “LFW Winter/Festive 2010 saw a mix of In- verticals for potential partnerships that derive value for both ternational and domestic buyers. International buyers the sponsor and LFW.” came from the USA, UK, Germany, Moscow, South Africa, Kuwait, Bahrain, Beirut, Dubai, among other cities from Several activations were held during the course of the fash- Europe, Asia, and the Middle East. This season, we had ion week. This year, along with designer stalls displayed 210 buyer companies registered, which is a 36 per cent at the venue for buyers there were also exclusive lounges increase over last season. Nearly 25 per cent of these were created by Aircel and Kingfisher. Himalayan spa lounge from overseas.” provided visitors with foot massages and other treatments. There were 172 designer applications in Gen Next and 92 Joining the LFW family as an Associate Sponsor for the first in the emerging category. The submissions came from a time was Mobile Services provider, Aircel. The brand plans total of 34 cities across the country such as Mumbai, Delhi, to deepen its engagement with its consumers at Lakmé Kolkata, Ahmedabad, Jaipur, Chandigarh, Bangalore, Hy- Fashion Week by taking fashion to the first screen of Indian derabad, Surat, Noida, Udaipur, Kochi, Lucknow, Ludhiana consumers which is the mobile phone. and Rishikesh. Gen Next and Emerging platforms also re- ceived submissions from London, Dubai, Dhaka and Kow- Alongside Hotel Grand Hyatt- Mumbai, the official venue loon. An increase in applications was seen from outside and hospitality partner other supporters at the LFW Winter/ Mumbai of 66 per cent compared to the previous season. IN FOCUS October 2010, EXPERIENTIAL MARKETING 33 “IMG owns and Models auditions operates fashion The model auditions at the LFW serve as a remarkable events around platform to launch new and young talent. The model au- the world and in ditions are an integral part of LFW’s commitment to con- fact IMG mod- tinuously provide a foundation for new and emerging tal- els represent the ent. This season saw 63 talented Indian and international world’s top mod- female models turn up to the LFW Winter / Festive 2010 els, leading de- audition. The aspirants were evaluated by a distinguished signers and the panel of judges comprising of Narendra Kumar, Monisha most influential Jaisingh, Sheetal Mallar, Marc Robinson, Farrokh Chothia, photographers, Nonita Kalra and Sujal Shah. Models were judged basis art directors and of their attitude, confidence, poise and individuality on the stylists globally. ramp. After two rounds of short- listing by fashion industry Through its wide experts, four models namely Anjali Raut, Anuradha Nay- area of network udu, Marcela Rodrigues and Reyna Leyva were selected to worldwide and be a part of LFW’s this season. expertise IMG brings down the Workshops best design tal- As a run-up to LFW, workshops were conducted aiming to ent and forges partnerships with leading brands. In India, inspire young designers and aid them to succeed in being IMG jointly organizes and promotes LFW with HUL. IMG commercially viable and explore all possible avenues that manages the sponsorship acquisitions and relationships. facilitate business of fashion. LFW facilitates brand and designer tie-ups via introductions based on the needs of the sponsor. In a sponsor and de- The workshop was organised in collaboration with the Inter- signer tie up for a show, the relationship is strictly between national Institute of Fashion Design (INIFD). The day long those two entities once the introductions are facilitated,” workshop explored the buyer and designer perspectives on explained Shah. various facets of the ‘Business of Fashion’. The forum was divided into three sessions– The Buyer, The Designer Per- Shows and Highlights spective and the Future of the Business of Fashion. The LFW Winter/ Festive season 2010 had over 20 shows. The LFW commenced with Manish Malhotra’s show on Shah commented, “The Fashion Workshop was not only a September 17. The show was sponsored by Aircel to pro- creative outlet but also brought light to the role of market mote the ‘Save the Tiger Initiative’. The collection was pre- forces and strategies adopted by the industry to conduct sented using red and blue, the colours of the Aircel logo. successful trade. Nearly 200 young designers and students had the opportunity to listen to and interact with industry Manish Arora presented his collection sponsored by heavyweights from design, buying, public relation and aca- Philips. The collection had a futuristic art deco and Manish demia.” Arora displayed creativity bringing forth an inspirational mix of futuristic style with a robotic feel. The show opened with Landmark Event was involved in the management of the an impressive laser and audio display featuring the world lights and sound for the over all event, including all shows. class products of Philips. Avantii Arts was the consultant for permissions and licens- es for the event. Lakmé Studio presented a show titled ‘Glamour of Catwalk by TIGI’ and launched the ‘Sleek Mystique’ collection in In- Set and Stage dia. The show focused on a line inspired by the Budo rebel- The set and stage for the Grand finale was managed by lion of the Japanese underground. Effects Tech. Sarosh Patel, Director, Effects Tech said, “This was our third consecutive year to be associated with Four accessory designers namely Eina Ahuwalia, Malini LFW and with every coming year our responsibility has Agarwalla, Rohan Arora and Suhani Pitte, presented a kept on increasing. Effects Tech was initially associated show together. They showcased miniature jars, vases, bot- only with few aspects in 2007, but in 2008 we bagged the tles, brocade, bags, potlis, jholas, jewellery and more. finale show. This season of LWF had around 20 shows out of which we manage six to seven of the biggest and most Designer, Neeta Lulla celebrated her silver jubilee in the elaborate setups.” Commenting on the grand finale, Patel business of fashion and unveiled a powerful glamorous col- said, “The design for the finale was the brainchild of Su- lection with Bollywood star Sridevi as the showstopper.
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