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Flipkart is betting big on footwear to drive sales for its fashion category this year.
The e-tailer has forged brand partnerships with Adidas and Reebok to offer ‘First on Flipkart’ range of collections to cater to two major needs of fitness-driven millenials – training and running, said a top executive from Flipkart.
A sub-category under the fashion category, footwear, which grew at 60-65 per cent last year over the previous year, is expected to maintain the same momentum in 2018, and exceed ₹3,000 crore in sales by the year-end.
Currently, the footwear category on Flipkart offers a selection of 1,26,788 products at prices starting from ₹300 up to ₹10,000.
“Footwear, which is fast becoming an impulse purchase for people, is one of the largest penetrated categories online and has the largest ASP (average selling price) of ₹2,000 under the fashion category excluding jewellery, which is higher.
“The footwear category has 20 brands exclusive to Flipkart and another 10-15 brands offer exclusive collections on Flipkart.
“These exclusive collections contribute to 30-35 per cent of our branded footwear sales,” Rishi Vasudev, head of Flipkart Fashion, told BusinessLine .
While 75 per cent of the footwear sales comes from men’s footwear and 25 per cent from women’s footwear, in terms of units sold, 65 per cent is from women’s and 35 per cent is from men’s footwear.
Pointing out that a typical man’s closet consisted of two-three pairs of shoes on average three years ago, he said, today that number has gone up to six-seveb pairs of shoes, and in the case of men in metros and tier I cities, that number is above 10 pairs of shoes.
“The wider selection, better pricing, quick delivery plus our ability to cross-sell products like trousers and shoes to match, along with brand partnerships that give them access to products they never had access to before, has fuelled sales.
“We are seeing that besides the standard black and brown shoes customers are buying different colours for different occasions and ensembles. We are also seeing customers picking different shoes for cricket, tennis, running and son, ” he said.
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