Ramp to store – The journey of art and commerce

Designers are a whimsical lot. While some of their ramp hits turn out to be bestsellers and trendsetters, a number of them cannot make it to the stores due to their non-commercial designs.
In spite of this, retailers across the globe latch on to successful designers irrespective of the last time their designs were a retail success. While some call it the love of art, retail businesses know well that the benefits are not just confined within the limits of money.

Art versus commerce While high fashion may not care for the retail community, ramp hits that can make it big at the stores are what drive the fashion apparel industry forward. Fashion as an art form, can never be ignored and neither can its commercial importance be overlooked. For apparel retailers, a deep insight into the fashion industry can be a massive value addition to business, as it can often help predict change of preferences in the market.
For example, a new bridal wear collection launched by a famous fashion designer is likely to have a strong influence on the bridal fashions of the season ahead. Similarly, a fashion house releasing a brand new neckline design will have replicas flooding the flea markets and other small apparel stores. By no means does such replication hamper the designer’s reputation or bank balance and should in fact, be considered an advantage, as the design is likely to stay in the market longer due to the mass appeal.

Sona Mahapatra at ramp to promote handloom garments.
Sona Mahapatra at ramp to promote handloom garments.

Similarly, high fashion cannot be ignored due to its ability to influence great minds, set trends and take the industry forward. Unique and sometimes shocking as they are, high fashion has little commercial appeal, yet the hype around it makes its importance in fashion quite obvious.

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