Tarun Tahiliani, who once came from the world of oilfield equipment, is today decorating a two-storey luxury store in the posh Jumeirah area of Dubai. This is not just the story of one person, but is a symbol of the global ambitions of the entire Indian fashion industry. Thanks to corporate investors like Reliance, Aditya Birla Fashion, Indian brands like Sabyasachi, Manish Malhotra, Anita Dongre are establishing their presence in cities like New York, Dubai. Indian craft and handwork are giving recognition to these brands. Due to interesting marketing, different style and influence, these brands are making their place all over the world. Due to this, 22 percent of the income of the Indian fashion industry has started coming from foreign markets. Indian fashion reaches the biggest stages of Hollywood, Paris and international recognition – Indian designs are getting value. Indian craftsmanship is considered a ‘brand’ at the global level. Choice of Hollywood Stars- Clothes of Indian designers like Gaurav Gupta are now being worn by big global superstars like ‘Cardi B’ and ‘Megan the Stallion’. This trend is increasing. Till the red carpet- famous actress Zendaya wore clothes designed by Rahul Mishra, while pop star Beyonce chose Gaurav Gupta outfits for her show. Impact on foreign brands- Big international luxury brands like Prada have included India’s traditional Kolhapuri slippers in their collection. Dhaak at Paris Fashion Week – Indian designers are now showing regularly every year in the world’s most prestigious ‘Paris Haute Couture Week’. Design theft is a serious problem, capital is being consumed in customs duty – A lot of capital is being consumed in international rent, staffing and customs. Inventory management is important for handmade products. – Direct competition from European luxury houses is a big challenge, currency market fluctuations and macroeconomic instability – Rahul Mishra’s ‘Tigress’ design was found copied in a TV show. – Couture looks on Surat, Chandni Chowk, Instagram pages get copied within days. Sabyasachi, Manish Malhotra, Anita Dongre all get stay orders from Delhi High Court – IP laws exist but are much slower than the pace of fashion.
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Indian luxury fashion’s threat to global stores: 22% of their business is from foreign markets; Stores opened from New York to Dubai, Hollywood fans
