A CONVERGENCE OF FESTIVE FINERY
The designer stockroom mega sale held this week in the Capital brought together discerning buyers and topend labels, helping to forge fruitful new relationships
Abhinav Verma
The festive season is all about new beginnings. And for fashion enthusiasts, nothing signifies it better than a new wardrobe. The recently concluded designer stockroom mega sale in continuation of Lotus Make-up India Fashion Week, organised by the Fashion Design Council of India (FDCI) in partnership with Hindustan Times, brought most of the Capital’s design connoisseurs under one roof.
The two-day sale in association with NEXA, had creations by designers such as Abraham & Thakore, Rajesh Pratap Singh, Reynu Taandon, and many more, on sale up to 70%. “What’s unique about this concept is that anyone who has come for this sale has ended up buying something. The idea was to cater to quality buyers rather than quantity,” says Sunil Sethi, president, FDCI. “I call this new concept D2C (designer to customer),” he added, “as there’s a direct relationship between the customer and the designer.”
It’s not just consumers who benefit from this move but the designers do, too, as it takes their products to a wider audience. As designer Samant Chauhan points out, “To attend fashion weeks, you need passes. For various reasons, not everyone can get passes. However, that’s not the case for this [sale]. This is accessible for everyone, and that’s what makes it a win-win for both the designer and the customer.”
Designers also feel that such a model opens up feedback channels. “Through a platform like this, it’s easier for a designer to get an idea of what a customer wants,” explains designer Jenjum Gadi.
Designer Shruti Sancheti echoes that sentiment, saying, “This is an excellent way to build relationships with the buyers. Also, as a designer, you can only showcase a limited amount of your collection on the ramp. However, the stockroom concept does not place that restriction.”
So, what’s the icing on the cake, according to the designers? “You can buy contemporary wear, ethnic, or wedding wear — all kinds of options at a discounted rate makes it a no-brainer,” says designer Anupama Dayal.