Online fashion space: Competition set to intensify as Amazon enters apparels

Written by fe Bureau | Bangalore | Updated: Apr 25 2014, 16:28pm hrs
Ecommerce fashionAmazon India has announced buyers will have over 12,000 contemporary and traditional styles from more than 90 apparel brands by private labels.
Indias online fashion space, which has an array of players vying for the lion's share of the market, just got more competitive. e-commerce giant Amazon on Thursday announced its entry into apparels with the launch of ethnic and Indo-western wear for women.

Buyers will have over 12,000 contemporary and traditional styles from more than 90 apparel brands by private labels, besides national and regional retailers, to choose from. Amazon also announced the launch of a dedicated sunglasses store with more than 2,800 styles. The e-commerce giant already offers an assortment of accessories for women, such as jewellery, watches, beauty products, handbags and shoes.

"We now offer our women customers the seasons hottest fashion picks on their fingertips... said Vikas Purohit, category leader - fashion, Amazon India.

The store will offer a selection from Bangalore, Hyderabad, Chennai, Jaipur, Surat, Mathura and Coimbatore, besides Mumbai and Delhi.

We have partnered with Hands of India, a Vrindaban-based organisation that works with over 30 artisan groups in various rural areas of India to offer hand-woven lines in pure cotton and silk weaves... embellished with traditional and folk embroidery, Purohit said.

According to Pragya Singh, associate VP, retail, Technopak, Indian companies are likely to have prepared themselves to take on Amazon as the development was inevitable. It a was matter of time before Amazon entered the apparels segment. Everybody, including other players in the market, knew that this will happen, she said.