FASHION PORTFOLIO - Amazon invests to take on
Flipkart-Myntra-Jabong trio
Amazon
India is investing heavily into its fashion category , likely a response partly
to the enormous strength rival Flipkart has gained in the segment on account of
its acquisitions of Myntra and Jabong.
The
investment which is going into both technology and in offering a much wider
choice of products to customers is also a response to the huge growth in the
category .Amazon said close to 30% of its total transacting customers shop in
fashion. The category grew 150% year-on-year in the first half of 2016, and is
now the third biggest store on Amazon, after electronics and consumables.
Mayank
Shivam, category leader of Amazon Fashion, said the company is investing a lot
on the technolo gy for its fashion segment.“We are increasing the quality of
the search results, with asignificant improvement in size discovery . We want
to make fashion easy to discover, so as to initiate people into buying fashion
online. We also have a dedicated team for fashion, complete with fashion
editors and engineering team, which works to bring out newer features,“ he
said.The focus is particularly on the mobile app, given that two out of three
people shopping for fashion do it on the mobile. “Apparel is the second highest
sold category on the app, after electronics. Amazon Fashion contributes close
to 40% of the total mobile app sessions of Amazon,“ Shivam said. Almost 55% of
the fas hion orders come from tier-2 cities. Shivam said that this is because
brands only have a few stores in the smaller cities. Over the past six months,
the etailer has doubled the total number of brands on the platform to 15,000.
It recently added Aditya Birla Group's private label Abof. Amazon is also
introducing six private labels in the run up to its fiveday `Great Indian Sale'
that starts on October 1. “Many brands like Peter England, Raymond, and
Maanyavar were Amazon-first (started selling online first on Amazon). With
private labels, we are focussing on filling selection gaps that customers
face,“ Shivam said.
Amazon
faces stiff competition from Flipkart in the segment. Besides Flipkart's own
collection, it also has the Myntra and Jabong offerings.
(TOI)
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