PASSION FOR FASHION

Last week we saw one of the biggest events of the world fashion -The miss world competition. It is a platform to showcase the fashion quotient of world renowned designers. Its now BRICS , South Africa also has been included in the elite club where it can attract the world attention what ever it does.

This year also we saw the dominance of the BRIC countries. Russian beauty Kseniya Sukhinova left behind rest of the world at the D stage of Johannesburg on Dec, 13. Parbathy Omanakuttan stood second & continued India's claim to be fashion hub of the universe(refer to http://www.missworld.com/). Congratulations to the Keralian beauty who has given us a scope to be proud as Indian at the time when we are worried about our country's security. South Africa has received the world attention for organizing the world class event efficiently.

Take the role of the south african govt. who left no scope to enhance the brand image of SA. The Johannesburg tourist company(JTC) took several steps to accommodate over a billion who came to watch the competition. JTC fought hard to take the competition on their soil this year.The initial venue was Ukraine. But a brief war between Russia & Georgia led the organisers to yank the event. Hongkong was the next destination. JTC snatched that event by using their political & business competence. Miss world, 2008 showed that the host is capable enough to organise any international events in the future(The 2010 football world cup is coming up there).

JTC tried hard to show the uniqueness of African fashion endeavour. The challenge was to promote the local fashion industry on the global platform. JTC hired Adam Levin and Jenny Andrew, renowned design consultants, to guide the local budding designers for maximizing their potential to redefine the African fashion talent. we saw cross selling efforts of JTC also. With the help of department of arts & culture they demonstrated a craft exhibition showcasing several South African handmade products products ranging from pottery, wire furniture, decorative ornaments, telephone wire and South African ethnic inspired fashion accessories.

So World has experienced the incredible South Africa which capitalised this opportunity to enhance the share of mind of a wider range of international consumers for in house products. India has also an unique opportunity to showcase it's potential segments at the Commonwealth Games in 2010(India is the host of Common wealth games ,2010). Its the time to not only show the diplomatic power for snatching international events but also up sale & cross sale the brand image.