Feedback
A pioneer B2B media and publication platform connecting with Fashion Brands & Retail in India
 

The green advantages of digital fashion shows

 

The green advantages of digital fashion

 

Though the pandemic has led to a 45 per cent dip in luxury sales, it has also given the $2.5 trillion global fashion industry an opportunity to tap the potential of digital shows in a post-COVID world. Last month, New York Fashion Week held it first online presentation while the London Fashion Week also live-streamed some of its collections. However, the Indian fashion industry has stuck to the digital space for now. The recent India Couture Week (ICW) was India’s first fully virtual fashion show with pre-made shoots featuring models in designer wedding wear in a sanitized environment. Starting October 21, the Lakme Fashion Week will also be held on a specially designed virtual platform.

Lowers carbon footprint and costs

Indeed digital shows might not offer the charm and glamour of physical ones but they help the industry achieve its long desired target of reducing carbon footprint. A report by fashion technology firm ORDRE and Carbon Trust highlights, every year, the fashion industry contributes 241,000 tons of carbon dioxide to the environment. It is responsible for almost 10 per cent of annual global carbon emissions. One of biggest reasons for environmental pollution is constant air travel by fashion industry professionals, points out sustainability experts. Digital shows restrict air travel hence, they have a lower carbon footprint. Digital shows require a huge energy-consuming infrastructure in the form of massive servers, computers and laptop. Yet, they are greener than physical shows and do not contribute to greenhouse gases.

Sunil Sethi, President, Fashion Design Council of India feels, lower environmental cost of digital fashion weeks is like an icing on the cake as it prevents organizers from discarding sets after the show. In fact, the FDCI recently held its first digital version of India Couture Week where top designers like Falguni and Shane Peacock presented their bridal collection.

Sole focus on product

Another advantage of digital shows is their sole focus on the product, points out Sanjay Garg, Raw Mango, which will present a collection of handwoven textiles at the upcoming LFW. The collection fuses the simplicity of embroidery with the luxury of bandhani.

The digital space can redefine the fashion industry, opines Jaspreet Chandok, Head-Lifestyle Businesses, IMG Reliance. For instance, the virtual showroom in Lakme Fashion Week enables buyers and designers to interact. It also allows buyers to purchase clothes off the ramp after seeing them from any angle. Sethi believes, the future of fashion will be a mix of physical and digital events.

LATEST TOP NEWS
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10

Roadster adds augmented reality tees, anti-viral clothing to line

Roadster adds augmented reality tees, anti-viral clothing to line

     In response to increased public health concerns with on-going pandemic, lifestyle and fashion brand Roadster launched clothing and footwear made from anti-viral textiles. The brand has also expanded its product... Read more

India’s plan to change FDI rules may hit Amazon, Flipkart

India’s plan to change FDI rules may hit Amazon, Flipkart

     India is considering revising its foreign investment rules for e-commerce, a move that could compel players, including Amazon, to restructure their ties with some major sellers. The discussions coincide with... Read more

Lee, Wrangler to increase focus on online channels in India

Lee, Wrangler to increase focus on online channels in India

     Jeans brands Lee and Wrangler are planning to transform their India businesses into omni-channel entities. This is being done to drive growth and double sales over the next two years... Read more

Q2 apparel prices to remain soft, demand for cotton fabrics, home textiles to in…

Q2 apparel prices to remain soft, demand for cotton fabrics, home textiles to increase: Ind-Ra

    India Ratings and Research (Ind-Ra) in a report stated apparel prices are likely to remain soft in the second half of 2020-21 even as the segment is in a recovery... Read more

Shopping malls slowly recover as footfalls inch towards pre-Covid levels

Shopping malls slowly recover as footfalls inch towards pre-Covid levels

    Year 2020 was a tough one globally for people and businesses alike. With long stretches of lockdowns, and people confined at home, life almost came to a standstill. However, with... Read more

Decathlon to close down ‘country’s biggest sports store’ in Ahmedabad

Decathlon to close down ‘country’s biggest sports store’ in Ahmedabad

     Sports retail chain, Decathlon, plans to shut its Sardar Patel Ring Road store in Ahmedabad, launched seven years ago. This was “country’s biggest sports store” on January 15. “The operations... Read more

CMAI’s pre-budget recommendations highlights need for more policy support

CMAI’s pre-budget recommendations highlights need for more policy support

    The Clothing Manufacturers Association of India, (CMAI) has written an open letter to Nirmala Sitharaman, Minister of Finance outlining pre-Budget recommendations. The association has urged the government to consider key... Read more

Future Group expect sales to normalise by Jan-end

Future Group expect sales to normalise by Jan-end

     Almost a year after business was severely hit by pandemic-related disruptions; Future Group CEO Kishore Biyani expects normal sales to return by the end of January. The group, which operates... Read more

Pressure on rentals to continue post March 21

Pressure on rentals to continue post March 21

    The uncertainty around rental negotiations in FY22 continues, brands and retailers feel the support on rentals should continue as long as it is required, as they fear extension of Covid-induced... Read more

Popularity of Super Apps lead brands to align with more on them

Popularity of Super Apps lead brands to align with more on them

    Indeed the vaccine will give a boost to malls and retail stores and they can expect business to pick up once people are less apprehensive about crowded places. However, one... Read more

MOST POPULAR NEWS
Go to top

Follow Us On:

Face BookDealersForYou

TWDFUpublications

LNDFUpublications

YouTubeDFUpublications

 Copyright © 2020 DFU Publications. All rights reserved.