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Designers fight recession, give their best in shows

Apr 03, 2009 02:24 AM IST India India
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New Delhi: The three fashion weeks have come to an end and the designers negotiation with the buyers is on. But will the fashion industry business be still so strong with a recession in the West? These are the questions which have risen after the grand fashion shows came to end in Delhi and Mumbai.

Ashish Soni was one of the 103 designers presenting his collection at the Wills India Fashion Week. But unlike last year the mood backstage was sombre. He left no crease untouched to ease costs, so all that glitter translated into serious business.

"I'm not compromising on the design but making sure to keep it simple, making smaller numbers and not doing things extravagantly," says Ambika.

Organisers too have tightened their belts this season. From negotiating deals with hotels to decreasing designers participation fee by 30 per cent, they are leaving no stone unturned.

"We were running into a deficit last year so we have incresed the number of sponsors to make up the revenue," says Fashion Design Council of India president, Sunil Sethi.

The Wills and Delhi Fashion Week saw 175 and 160 buyers each. This was a small improvement from last year but the catch is that most buyers have cut their budgets by upto 20-30 per cent compared to last year which means a downsizing of Rs 2-3 crore per buyer.

"We expect to sell 20 per cent less in 2009 versus 2008. We will place small orders later and see how the sales react and then we will place full orders," says a buyer from Texnorte Portugal, David Schneider.

Last year in October the fashion week generated a business of Rs 80 crore but this year buyers are opting for a wait and then order policy. So the moolah minted this year will only be known in a week.