Case Study Part 2

Building a Fashion Center In IndiaTo promote India as a fashion center, the lakme India Fashion Weekk of April

2004 featured 57 designers in 35 shows and exhibitions. At least 30 international television crews and 350 media professionals attended, along with 400 buyers from 212 companies. IMG and the Fashion Design Council of India helped internationalize the event by moving the date of the shoe from August to April to coincide with international fashion seasons.

Increased Fashion Week sponsorship has also helped the India fashion industry. Some of the show’s sponsors include internation companies such as Hyundai, Foster’s Beer, Sony Entertainment Television, and Dior Watches. According to Ravi Krishnan, managing Director of IMG/TWI South Asia, “in a very bad market, we managed to increase sponsorship money. Through its global expertise in fashion, IMG has ensured that the event is organized to match international standards—and it is reflected in the amazing success and status in enjoys.”

ANALYZE and WRITE1. List the strategies IMG used to make Fashion Week successful.2. How might applying international stanards to a fashion week help or

hinder a developing fashion center? Write a paragraph explaining your answer.

CHAPTER 4.2

Global Impact of Fashion

Global Sourcing and Production To reduce costs and maximize profits,

many textile and apparel manufacturers have begun global sourcing, or the identifying and negotiating of supply chains in numerous world locations.

Global Sourcing Risks

Global Production

Culture and Fashion

Culture is the system of shared beliefs, values, customs, behaviors, and artifacts attributed to members of a specific society. Culture Styles

Styles from the East, West, Urban

Quiz

1. Why are fashion companies turning to global sourcing?

2. How does culture impact current fashions?

3. Describe a recent cultural influence that has moved into mainstream fashion.