In an attempt to penetrate deeper into the apparel market segment, Amazon has announced the launch of a designer clothing store in partnership with FDCI (Fashion Design Council of India). The partnership will ensure to pick highly talented designers from fashion schools and other recognized designers to sell on the online marketplace.
Regarding this move, Vikas Purohit, Head of Fashion, AmazonIndiaclaimed that fashion is one of the top three categories on Amazon and the challenge is to keep the growth going. He added that the fashion business of Amazon has growth four folds in the past three months.
He added that there is an ecosystem of fashion designing graduates from different schools such as NIFT (National Institute of Fashion Technology) and they cannot afford to set up a shop or invest in any rentals to showcase their talent. This is where a lot of dreams get killed. Amazon is claimed to be providing a platform for the designers to showcase their work and it will charge them on a commission basis.
The e-commerce marketplace is sponsoring India Fashion Week that will begin on March 27 inDelhi. The data has been shared with their designer sellers who help in creating products that are targeted to cater to a wider base of audience. The online store will soon launch with 20 designers onboard its team. The number of designers is believed to go up to 100 in the coming months as FDCI is helping the marketplace to look for new talent.
The launch of Amazon’s online design store will provide a much needed requirement in the industry claims a designer, Rajesh Pratap Signh. This association is aimed at exposing the designers and craftsmen to the realities and strengths of getting the business done in the digital world.
As fashion is the largest and the fastest progressing category in the e-commerce industry inIndia, the top retailers are investing in this high-margin business heavily to soon attain profitability.
Notably, in February, Snapdeal acquired Exclusively.in that is a website that sells designer brands with the hopes to strengthen its fashion business. Also, Flipkart acquired the fashion portal Myntra and Rocket Internet purchased Jabong for the same purpose.