Amazon assembles Fashion A-team to beat Flipkart-Myntra-Jabong

Editor | Sep 10, 2020

Flipkart gained a fashionable edge over other ecommerce players with Jabong-acquisition as nearly 70% of online fashion segment in its control. But Amazon has no plans to give up on the battle for e-fashion industry leader so easily.

Special tech team to multiply the growth of fashion business

US-based ecommerce giant Amazon is setting up a specialised technology team for its fashion vertical. The A-team’s task is to develop new features, iron out the kinks and maintain high growth trajectory.

Amazon Fashion’s Category Leader, Mayank Shivam said, “We have a separate technology team focused on fashion, who are trying to create digital features and enhancements around problems specific to this category, such as sizing. Apart from this, we are working towards faster and smoother returns and have introduced special packaging for better consumer experience.”

The company is also working towards faster & seamless returns process for apparel and footwear category along with adopting content-driven strategy to improve customer experience.

Eye on Fashion

The online fashion industry has its own struggles and is crowded, yet Fashion & Lifestyle remains one of the top product categories in ecommerce. According to the Digital Retail 2020 report by Google and AT Kearney, this category will witness 5X growth and account for 35% of the total digital spends by 2020.

This is why the American etailer is pulling out all stops.

Amazon’s category head Shivam shared that during the Great Indian Sale around Independence Day, fashion clothing was the second-largest selling category after mobile phones.

In June this year, the marketplace hired Fashionara’s co-founder Arun Sirdeshmukh as Head of Amazon Fashion. The firm also instructed FBA sellers to give free exchange for apparel and shoes product category.

While Amazon has funds to achieve its goals, Flipkart has a large product portfolio filled with national & international brands and private labels. Who will win?

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