Flipkart has stepped up efforts on its in-house fashion brands with the launch of Cara Mia, its fifth private label fashion brand in under a year, as it aims to gain 50 per cent market share in online fashion by 2023, up from 35 per cent at present.

Cara Mia, an Italian phrase for My beloved, is Flipkart’s first in-house brand for handbags and footwear meant for women in the age group of 18-25 years.

It features a range of over 75 styles of handbags and 100 styles of footwear that is inspired by European street fashion and is priced upwards of ₹1,000.

The brand will feature a selection of watches to be introduced in the next few months.

“Women’s fashion accessories is one of our fastest growing categories, where we have witnessed a 100 per cent y-o-y growth in branded portfolio.

“While we offer premium brands of handbags such as Da Milano, Guess, Satya Paul, Hidesign and Dune London in our marketplace, we identified a gap in the market between high-end luxury products and affordable products that offer style and quality at the same time. With Cara Mia, we will be filling that gap,” Rishi Vasudev, Head of Fashion at Flipkart told BusinessLine .

The e-tailer’s branded handbags business grew three times and footwear business grew 40 per cent over the last year and the e-tailer is targeting 100 per cent y-o-y growth in GMV for handbags and footwear in fiscal 2019.

“There is huge scope for growth as online penetration of women’s footwear is a miniscule 3 per cent and men’s footwear is 13 per cent,” said Vasudev.

Flipkart launched its first fashion private label Divastri, for women’s ethnic wear last June followed by Metronaut, a private label for the urban man in July; Anmi, a private label fusion ethnic wear for women in October and more recently, Miss & Chief, a private label for kids last month.

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