Show me the money! Due to the economic slowdown, a number of designers are cutting costs in various ways at the ongoing fashion week

Show me the money!

Due to the economic slowdown, a number of designers are cutting costs in various ways at the ongoing fashion week

It seems the recent financial meltdown is not just affecting businesses, but the fashion industry too is feeling the impact. The ongoing fashion week has seen a few designers tightening their purse strings more than usual. Designer Debarun Mukherjee who also owns a garment export firm has seen a decrease of 60 per cent in sales. “The financial state of the country has affected us designers too. I have stopped expensive brochures for my show. I’ve also made my garments at an affordable price range so that they sell more. People are definitely more cost conscious now,” he says. Designer Ritika Bharwani shares a similar view. She says people want pieces, which are value-for-money. “Price points are important today. I’ve spent on my collection but kept my stall relatively simple. Having a celebrity showstopper is an added cost, hence I’ve avoided it this year.” It’s not just designers who are feeling the impact. Rupal Ghggar buyer for Creo feels most of the designers need better price points. “Some of the designs have prices going through the roof. Very few people can spend that much. Today people want a new design every Saturday night. With the influx of more foreign brands, Indian designers are having more competition,” she says. Shradha Murarka of Vizyon adds, “We haven’t compromised on the quality of our designs. But yes, in terms of buyers, it is rather slow this time.”