There is more demand for designer-wear from online shoppers in tier-II and tier-III cities and towns than in top metros on the Amazon Fashion store.
Access to brands Customers from places such as Coimbatore, Pune and Nashik don’t look for discounts. Amazon provides access to good brands along with reliable delivery, said Mayank Shivam, Category Leader, Amazon Fashion India.
Over 50 per cent of the orders in Amazon Fashion are being received from cities outside the top eight metros. Around 60 per cent of the traffic use mobile and nearly 50 per cent of sales happens on mobile devices, he told
Amazon Fashion is setting up in-house studios in various cities to provide high-definition images and videos of fashion products, including apparel. There are stylists, photographers, models and mannequins available in the studios, he said. Such facilities have already been set up at Bengaluru, Hyderabad and Delhi with one more to come up at Mumbai, he said. The store has over 5,000 brands and over five lakh styles.
Generating interest Portfolio within fashion include apparel for men, women and kids across ethnic wear and western wear, shoes, handbags and luggage. The store is among the top three verticals (other two being electronics and books) on Amazon.in, he said.
A detailed view of the product from all sides is provided, with customers having the options of zooming in on the fabric and material.
The investment in studios is a major initiative from the company, he said without giving any number.
“The more information we provide about brands, the more we empower better decision-making among customers. Every channel has its own challenge. We feel the online medium too has its advantages,” he said.
Customer preference Chennai is amongst the top six metros for Amazon Fashion with customers shopping for ethnic wear, design wear, shoes, jewellery, and hand bags.
In ethnic wear, saris are quite popular and in designer-wear, collection of designers such as Manish Arora and Shantanu & Nikhil are in top demand, he said.