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Liberty to launch new campaign in sync with LIFW 2004

21-February-2004
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Liberty to launch new campaign in sync with LIFW 2004

Lakme India Fashion Week (LIFW), to be held at The Grand, New Delhi, during April 23-29, 2004, gathers speed with a renewed emphasis on ‘join the fashion movement’. India’s largest B2B fashion event has been preponed in keeping with the buying seasons followed internationally, and will facilitate international buyers to place their orders well in time to meet their requirements for the Fall/Winter season.

“We moved LIFW from July to April to synergise the event dates with the international buyers’ calendar. LIFW 2004 is scheduled just before the Australian Fashion Week, which will be held in the first week of May,” said Vinod Kaul, Executive Director, Fashion Design Council of India (FDCI). “The month of April also gives both domestic and international buyers enough lead time to place their orders for the Fall/Winter season, and we still have adequate time to organise a second market week in Mumbai later in the year,” he added.

As part of their strategy to jumpstart sales, Lakme Lever will be launching its new range of summer make-up at the fashion week. “The fashion week is a platform to unveil our new collections. Lakme's fashion statement ‘Watercolors’ received a tremendous response from the consumers and trade last year; we are confident of exceeding their expectations this year too,” said Anil Chopra, Business Head, Lakme Lever.

Associate Sponsor Liberty Shoes is celebrating its 50th anniversary in sync with LIFW 2004. The Rs 300-crore company will be releasing its new advertising campaign featuring 15 models on April 1, 2004, a fortnight before the fashion week. Releasing over 115 designs featuring latest trends in the international markets, Liberty has kick-started an aggressive promotional campaign. The company is also opening a chain of lifestyle stores – ‘Revolution’ – in six cities: Kolkata, Mumbai, Delhi, Bangalore, Hyderabad and Kochi. Liberty reckons the investment to be around Rs 25 crore towards developing a chain of 30 stores in the next three years. ‘‘All products showcased at the fashion week will be available in these concept stores. ‘Revolution’ should contribute around Rs 70-75 crore in the next three years out of our expected turnover of Rs 500 crore. The break-even period will be a bit longer for this project because we are targeting a high level of service,’’ said Anupam Bansal, Director, Liberty Shoes.

DHL Express, as co-sponsor of the event, aims at promoting its ‘Fashion First’ service, customized to meet the needs of the garments and textile industry. “DHL plays a significant role in getting the latest fashions to come into the market speedily. Additionally, ‘Fashion First’ offers tailor-made packaging and documentation solutions that ensure the protection and security of the garments as well as efficient Customs clearance, which are crucial for on-time delivery,” said a spokesperson from DHL Express.

Other co-sponsors include Sony, RED FM, The Grand, Seagram and Hyundai. Steadily gaining acceptance from buyers and retailers as the single largest B2B platform for the fashion industry, the event on the whole, offers participating designers a business presence through a series of marketing tools including presentations, seminars and workshops on various facets of the industry, to inform and educate buyers, investors, corporate houses and the media. FDCI has retained IMG to handle all the commercial and aspects and management of the event.

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