Sri Lankan fashion retail infrastructure in focus

A five retailers creating a designer retailer programme is one of the key elements of this year's HSBC Colombo Fashion Week (CFW). This is in addition to the event's international multi-brand fashion retailers. This fashion design retail programme,will provide Sri Lankan designers the much needed exposure and opportunity to expand their retail presence and business growth in Sri Lanka. This initiative will go a long way in creating a sustainable local fashion design industry.

This year many brands have collaborated with CFW with regards to the local retailer programme. These five established retailers will provide Sri Lankan designers the necessary infrastructure as well as the customer base to market and sell their designs. This would mean post Colombo Fashion Week, fashion fans would be able to immediately head to one of these retailers to purchase items from the collection shown.

Moments from the past CFW shows

Far from being just a glamorous fashion show, CFW's aim has from the beginning been to raise the standards of the local designers by insisting that international standards are adhered to.

Having worked on this ethos for over nine years, the consumers are now showing the change as we now see a trend where local designed clothing are very sort after. This trend has indicated an increase in homegrown labels, changing the pattern of what consumers want and look for. It is now considered "chic" to wear a Sri Lankan-designed outfit.

CFW president and director Vir Singh said "Our objective has always been to create opportunities for new and established Sri Lankan designers domestically and internationally. This year, CFW has taken

focused steps to enhance these objectives by creating strategic alliances and ventures that would provide a cohesive platform for designers and the fashion industry in Sri Lanka from a holistic perspective. Our focus by tying up with the retailers is to increase commercial activity."

This year's event will see the integration of a true fashion week with links established with local retailers, international buyers and collaborations with other fashion weeks. Being the only South Asian country that represents many international designers from the region, CFW has also now been positioned and seen as the hub for Spring/Summer resort wear CFW 2012 will unfurl in Colombo from February 24 to 26.