Luxury fashion brand, Burberry raised many eyebrows when it burnt unsold and unwanted stock worth £28 million ($36.68 million) in the past year. The company took this step to protect its intellectual property and avoid counterfeiting of the stock that mainly include clothes and cosmetics. Apart from Burberry, H&M and Richemont have also been incinerating their unsold products at regular intervals in a bid to fight counterfeiting.

Fashion industry thrives on creativity. Constant innovation is the mantra of survival and that is why new designs and materials are being developed almost every day to keep the consumers spoiled for choices.

Indian fashion industry is also styling itself to compete with the best labels globally. They have learnt a lot from their international counterparts in the last few years. The steps taken up by the labels such as Burberry, H&M and Richemont have made the Indian fashion industry sit back and take notice of the phenomenon called counterfeiting and work towards protecting their intellectual property.

Indian fashion industry has evolved over the years with a huge amount of innovation and hard work put in by designers. They create aesthetic designs that become fashion. They experiment a lot around fabrics to make it more comfortable for the consumers. How can technology and internet not be a player in this entire scheme of things? So, we are already looking at smart clothing, ranging from self-adjusting shirts, clothes that can change colour on wearer’s instructions, auto-drying jackets, shoes that can track user’s data, clothes with inbuilt cooling and heating mechanisms, and the list goes on.