CASE STUDY

WILD CARD LAKM FASHION WEEK

LAKM FASHION WEEK CASE STUDY

ABOUT LAKM:
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.

PEOPLE WE SERVE:
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.

ABOUT LAKM FASHION WEEK:

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, preshow/post-show parties, panel discussions etc which bring together
the fashion industry and fashion enthusiasts.

LAKM FASHION WEEK CASE STUDY

LAKM AT LFW:
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.

CHALLENGE:
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).

METHODOLOGY:
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.