Fearing recession, Parvesh and Jai opt out of Miami Fashion WeekDecember 19th, 2008 - 12:43 pm ICT by IANS
New Delhi, Dec 19 (IANS) The financial crisis is showing its impact on the fashion industry. Designer duo Parvesh and Jai have cancelled their participation in the Miami Fashion Week (MFW) March 19-22 next year, fearing fewer orders.”Recession has major impact on the fashion industry and young designers are facing the music because we do not have adequate funds to support our international endeavours. As a result we are opting out of the upcoming MFW,” Parvesh told IANS.
“We are from middle class families and we can’t afford to spend Rs.1.5 million on a (US) trip that will fetch us no business.”
The designer duo’s journey in the fashion industry started with their labels Raasleela and Blue Coral respectively in 2003 and 2005. They had originally planned to showcase their resort wear collection in Miami.
“Before the recession, there was the concept of holiday wear in the international market and Miami is a place where the whole thing is about beaches, sand and bikinis. We were confident of establishing our brand name there. But with the market crashing in the US, things have become very difficult,” Jai said.
“The concept is very simple - once your consumers are not interested in buying anything, where is the need to produce? It is a bad phase for all of us and we hope that this cloud of uncertainty gets over in the near future.”
Now the designer duo is planning to participate in the upcoming editions of the Wills Lifestyle India Fashion Week (WIFW) and Lakme Fashion Week (LFW).
“As this is not the right time for the international market, we will be focusing on the domestic market. Though we are not expecting great business from these fashion weeks, we want to establish our brand in the minds of international buyers and we are sure to get some success here,” Parvesh maintained.
In the wake of the financial crisis, Parvesh and Jai believe the government should come forward and fund young and upcoming designers, especially their international projects.
“The government should take the plunge and provide the younger lot with some financial backup as the whole idea to go international is to establish India as a brand,” Parvesh said.
“If we had some financial backup in a situation like this, we would have gone ahead and established our brand there (Miami), as people there already have a fascination for India and this would have established a connection.”
The duo feels the concept of branding is still not clear in India as every designer tries his hand at everything.
“Here designers do not know how to differentiate their ranges. They will create a sari as well as a bikini under the same brand name, unlike in the West where the top-notch international brands have different lines catering to different sections,” Parvesh said.
“We are still in a mindset of owning boutiques at different places around the globe but pay little attention to classify our brand.”
International brand Armani has ranges like Emporio Armani, Armani Prive and Giorgio Armani for the youngsters, high couture line and the most expensive Armani label, Jai illustrated.
“People know their budget and what they want to buy and from which label, unlike here where we offer everything from couture to prêt to resort wear under one label,” he added.
“Target marketing is lacking in India and we (designers) should do something about it.”
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