BENGALURU: Amazon India is doubling down in the important fashion segment, introducing its second in-house brand, stitching exclusive partnerships and allowing for easier product returns as it endeavours for a larger presence in a market dominated by Flipkart.
After launching its menswear brand, Symbol, in September, AmazonFashion has launched Myx, its ethnic wear label for women.
“We are just eight weeks into launching our private label in fashion.Should we do more brands or not is a question we need to see,” said Arun Sirdeshmukh, head of Amazon Fashion, India. “Early customer offtake is good but what we do with it is too early to ask.”
Market leader Myntra, owned by Flipkart, gets nearly 25% of its business from its private label brands.
Flipkart also bought Jabong in July and the Flipkart-Myntra-Jabong combine commands nearly 55% of India’s online fashion market, according to consulting firm RedSeer’s E-Tailing Market Trends report. Flipkart is set to re-launch Flipkart fashions with a focus on apparels for the mass segment.
Fashion is set to be the most shopped category in India by 2020, according to a Google-AT Kearney report released earlier this year. It is among the top three selling categories for most horizontal marketplaces along with consumer electronics and mobile phones.
“In India, we launched brands Amazon India and Amazon Fashion together, starting with watches which was followed by apparels and accessories soon after. Fashion will be and is a critical segment. Fashion as a category is one of the largest and in terms of units is right at the top,” said Sirdeshmukh.
Amazon India has also streamlined its returns policy for fashion products.
“We see that the largest reason for returns are sizing issues. We now have an auto exchange feature that lets the buyer order for a different size right from when the product is shipped to the point it is being dispatched and delivered,” said Sirdeshmukh, adding that the feature is specific to the fashion category. Besides these, Amazon’s fashion vertical has partnered with 150 brands this year, including 10 international labels.
“We will partner brands to launch their products as well as exclusive lines. For example, Van Heusen has launched a line of innerwear that is exclusively available on Amazon Fashion,” said Sirdeshmukh.
He added that Amazon Fashion was on track for 100% year-on-year growth. Amazon will leverage its Prime subscription service to deliver fashion products and accessories faster. “With Prime, you can shop for a small accessory worth as less as Rs 150 and we will get it delivered as fast as we can. (This changes) your intent to shop,” said Sirdeshmukh, adding that fashion was a magnet category for Amazon India, drawing in 30% new users to the marketplace.