Those well versed with the fashion show calendars know that pop-up stalls with designer ensembles on exhibit are a significant part of it. From well-established names to emerging labels, visitors get to explore and buy creations from different designers. But, the rules of hosting such physical events is now changing, with digital and e-commerce leading the way.
To resolve this, the Fashion Design Council of India (FDCI) has announced that it will now host its popular Designer Stockroom sale online instead of the traditional offline sale that used to take place in Delhi, every year. This will be the fourth edition of the stockroom and it will be live from July 31 to August 02, 2020.
There will be around 100 designers showcasing their collections at up to 70 per cent off on a one-stop shopping platform created by FDCI. Once the customers visit the portal and choose which designer to shop from, they will be then redirected to the ‘Designer Stockroom’ section on that individual designer/label’s website.
The previous edition was held in October 2019 during the Lotus Makeup India Fashion Week S/S’20, which featured discounted collections by Pankaj & Nidhi, Rajesh Pratap Singh, Samant Chauhan, Varun Bahl and others.
FDCI’s Chairman, Sunil Sethi said, “We received many queries on the stockroom sale as it has been a huge crowd puller for the last three editions. Despite the challenges, the fashion world is facing at this time, we wished to get the momentum back by initiating the sale, through the Designer Stockroom online. This will help cash-strapped businesses and aid them in modernising and enabling an e-commerce portfolio, which is the future of fashion.”
Focusing on its 360 digital growth, FDCI is working on Designer Showroom, a B2B platform, which may go live for the upcoming season. It will connect designers with domestic and international consumers for future collections. Furthermore, the apex body of fashion is also preparing for the India Couture Week and India Fashion Week, both, slated to be presented in the phygital/digital space.