CASE STUDY WILD CARD LAKM FASHION WEEK

CASE STUDY WILD CARD LAKM FASHION WEEK

LAKM FASHION WEEK CASE STUDY

ABOUT LAKM:

PEOPLE WE SERVE:

ABOUT LAKM FASHION WEEK:

Contemporary Indian beauty expert Lakm continuously innovates to offer a wide range of, high performance and world class color cosmetics, skincare products, and beauty salon services. Combining international cosmetic technology with an in-depth understanding of the Indian womans needs, Lakm offers its consumers a comprehensive beauty experience.Lakm is the brand of many firsts in the category - born in 1952 its colors and concepts have been a part of the Indian womans life for generations and have influenced the way fashion has evolved. The partnership with the countrys premier fashion event, Lakm Fashion Week is a conscious endeavor towards realizing Lakmes vision of putting India on the forefront of global fashion.Lakm is the Prostylist that enables the Indian woman to look good so that she feels good and confident. Lakm is the expert that keeps her abreast of the latest trends and styles her many looks.

Lakms TG are lifes leading ladies who would rather be invisible than less than perfectly turned out. Lakm helps her look ramp ready by offering products that deliver an instant transformation.

Lakm Fashion Week (LFW) is a bi-annual fashion event that takes place in Mumbai. Its Summer/Resort showcase takes place in March while the Winter/Festive showcase takes place in August. It is jointly organized by Lakm and IMG Reliance, the global leader in fashion weeks and event production. Debuted in 2000, Lakm Fashion Week has been conceived and created with a vision to Redefine the future of fashion in India. The first event had international models such as Naomi Campbell as well as Indian film stars such as Deepika Padukone, Malaika Arora Khan, and Arjun Rampal walking the ramp. Over the past 15 years, this platform has evolved to be the perfect avenue, bringing together the best of established and budding talent of fashion and beauty on one platform. International labels that have taken part in LFW include Louis Vuitton, Dolce & Gabbana, and Roberto Cavalli. Among Indian designers, Manish Malhotra, Rohit Bal, Tarun Tahiliani, and Ritu Beri have taken part in the event. Lakm Fashion Week is known to introduce fresh, talented faces year-after-year many of which are now successful names in the Indian fashion / film industry. Lakm Fashion Week also witnesses a myriad of activities that keeps everyone hooked and wanting for more! From fashionistas, designers, models, Bollywood celebrities to the entire fashion and beauty fraternity- all look forward to this event. Other than the fashion show, Lakm Fashion Week presents activities like makeup masterclass, pre-show/post-show parties, panel discussions etc which bring together the fashion industry and fashion enthusiasts.

LAKM FASHION WEEK CASE STUDY

LAKM AT LFW:

CHALLENGE:

METHODOLOGY:

As the pioneer in the Indian beauty and cosmetic industry, Lakm believes in encouraging new talent and providing them with opportunities to showcase their potential. Lakm Fashion Week provides the perfect platform for this.While Lakm constantly endeavors towards innovation in fashion and beauty, it showcases this phenomenally during LFW. From masterclass with Lakm Experts to trendspotting the latest trends seen on ramp, Lakm partners in a big way to not only talk fashion but engage everyone from the fashion & beauty fraternity through its photo booths, play zones and activities planned at the LFW apartment.

Lakm announces its beauty statement for the season with a new product launch at LFW. This product is co-created by the Grand Finale designer of that season and the colors, textures and mood board become the statement of the season.All this and more helps Lakm reach millions through the PR generated through the event. It also ensures that Lakm is continued to be recognized as the brand that brings the beauty and fashion trends to the country.Over the past few years, LFW is raising expectations by going beyond the ordinary and stepping into digital innovations and reaching millions through various digital and social platforms.

We believe that association of Lakm with the fashion week drives brand imagery, however its awareness is limited to a specific audience in some cities. If more people appreciate it, we believe it can drive up imagery for them too. So challenge is how do we take LFW to consumers in a relevant & impactful yet cost effective way through one or more of the touch points - TV, print, digital or POS (Lakme Counters in General Trade and Modern Trade Stores).

Understanding Lakm by meeting consumers and by experiencing the retail environment Assessing what awareness of LFW does for the brand imagery and what attribute does it drive (through consumer

interactions)

LAKM FASHION WEEK CASE STUDY

OBJECTIVE: To come up with ideas and an integrated plan that can help take Lakm Fashion Week wider in a relevant, impactful and cost effective way, and hence help Lakm strengthen its credentials as an innovative brand that brings the fashion and beauty trends to India.