Fashion etailer Fashionara recently launched its fashion mobile app exclusively designed to suit flash sales format, making it one-of-a-kind fashion app in India. Currently available on Android, shoppers get access to over 1200 national & international brands and approximately 1, 20,000 products. The iOS version will be out soon too.
Arun Sirdeshmukh, Co-Founder and CEO, Fashionara, shared with IndianOnlineSeller, “We were witnessing a swift rise in the number of people shopping on Fashionara from our mobile website. In the last six months, the number went from 20% to 40%. This is why we decided to come up with our mobile app. Building this mobile app has been a unique experience. We are already receiving 45% of transaction through the app and expect it to reach 60% of our sales in the next 3 to 6 months.”
The company plans to host 100 sale events every week, about which shoppers will be informed in advance via the mobile app. Many domestic as well as global brands such as Red Tape, Twillory, Puma, Levis, Von Dutch, Biba, Clarks will be up for grabs.
Darpan Munjal, Co-founder, Fashionara, shared “We are planning to make significant level of investment in the mobile app shopping experience. We are also seeing very positive results by personalizing the shopping experience of our users based on their activity in the App. In fact, the conversion rate from our mobile App is already more than twice of our desktop site!”
Looking at the amazing response, will they also shift to app-only mode like their competitor Myntra? Not really. Sirdeshmukh clears his stand by saying, “We will not shut down our mobile or desktop website anytime soon as we believe it is important to give the flexibility and choice of medium to the customers instead of forcing them to shop a certain way.” Good for them since Myntra’s move wasn’t well received.
Over the past one year, Fashionara has gone through lot of strategic changes in order to stay current and beat its competitors, namely Myntra, Jabong and Flipkart besides few others. Late last year, the company had launched F.Lea Bazaar, its own e-marketplace, which gave opportunity to hundreds of new sellers and small boutique owners. Even the switch to ‘flash sales’ business model has been a recent one to survive competition. With this new fashion app, Fashionara is taking a leap in a new direction.