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With a number of brands adapting to the idea of e-commerce and virtual fittings, India’s apex fashion body Fashion Design Council of India is heading another initiative. Designer Stockroom, one of the most anticipated sale, is now online, in its fourth edition and it starts today, July 31 and goes on till August 2, 2020.

Image: Courtesy FDCI Instagram
Image: Courtesy FDCI Instagram

Given the fact that the pandemic has forced a number of brands to shut their showroom temporarily, fashion weeks been postponed, mid-level brands have undergone taken a hit, so this is one of a kind initiative to keep the sale cycle running.

Over 100 designers will retail their collections at up to 70% off. The FDCI will create a one-stop portal for participating designers on the FDCI website, where customers will be directed to the ‘Designer Stockroom’ section on the designer’s website. 

Image: Courtesy FDCI Instagram
Image: Courtesy FDCI Instagram

“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,” says Sunil Sethi, Chairman The FDCI. “This will help cash-strapped businesses and aid them in modernising their business to enable an e-commerce portfolio, which is the future of fashion.”

Another initiative that FDCI is currently working on his the Designer Showroom, which will be a B2B platform. It aims to connect designers with domestic and international buyers for future collections. This exclusive business platform will be “live” for the upcoming season, taking FDCI towards a 360 digital transformation.

Image: Courtesy FDCI Instagram
Image: Courtesy FDCI Instagram

For all the couture fans, there is good news that FDCI is also preparing for the India Couture Week and India Fashion Week, which are slated to be in the physical/digital space.

Staff writer