E-Commerce focus on fashion for Indian festive season |
Forging strategic online-offline partnerships and boosting private labels, e-tailers in India are aggressively adding value-focused brands to attract almost 50 million first-time customers which are expected to shop online this year. As fashion moves indoors with a focus on comfort wear and athleisure, online retailers are doubling down on the category in the ongoing festive sales. Fashion is the first touchpoint for these e-commerce giants and they are willing to give their customers a wonderful experience with the best offers and deals. Online fashion has witnessed one of the strongest growths among various categories in festive sales for Walmart-owned Flipkart . It sold over 16 million products during the recent `Big Billion Day` sale, across 40,000 brands and saw 51% increase in shoppers from Tier 2 cities over the last year. Multichannel integration and seamless offline/online transactions will be the way forward during the pandemic when there is a reluctance to head for common shopping areas. This will lead to online shopping as an integral part of the new normal for fashion. Myntra said it`s Big Fashion Festival` sale in October was its biggest festive sale ever, where nearly 4 million shoppers bought 13 million products across categories. Its sale saw close to 1 million new shoppers on its platform, with a 180% growth from Tier 3 cities, compared to the previous edition.
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