Amazon pulls out all stops for EOSS to steal Myntra’s #1 Fashion position

Rebecca Menezes | Sep 10, 2020

Amazon is ready to challenge ecommerce rival Flipkart’s fashion arm Myntra. The US-based etailer announced its upcoming 3-day Fashion EOSS will begin on June 23. The competition has already made logistical arrangements to ensure its renowned EORS sales grow 25x.

Foreign etailer Amazon, on the other hand, has chalked a plan of its own to popularise its fashion event in the country.

Temporary physical stores

In the country’s biggest tech parks – Mumbai, Bangalore and NCR, Amazon will open 12 temporary physical stores to promote its fashion sale this weekend.

Amazon’s fashion head, Arun Sirdeshmukh said, “We have tied up with the biggest tech parks in the country and these will act as activation and promotion for our sale. For our young consumers at these parks, this will be a good opportunity to step out and experience fashion at physical outlets.”

Perks of the sale

Amazon has promised customers discounts up to 50-80% on 3 lakh products from 1,500 brands on its fashion platform. In addition to this, customers have a chance at other goodies, gifts and cashbacks.

The ecommerce company expects the sale to bring new customers to its platform. According to Sirdeshmukh 1/3rd of online customers head over to Amazon to try fashion first.

The company said, “Customers can also enjoy guaranteed next-day, two-day delivery, Sunday and Morning delivery on products fulfilled by Amazon. And, with the launch of Prime, consumers can enjoy guaranteed, fast, free delivery of thousands of products in over 100 cities.”

Since sellers have already paid VAT and sales tax on existing stocks, the implementation GST in July is forcing sellers to sell off their old inventory.

“The sellers and brands might benefit if they could sell most of the old stocks before GST begins,” Sirdeshmukh mentioned.

Amazon Fashion getting bigger than Myntra & Jabong?

When Flipkart captured Myntra and the latter acquired Jabong, Flipkart secured 70% of the online fashion industry.

But Amazon’s Sirdeshmukh said, “We are now the largest platform for fashion and that is the reason we are pulling out all stops and putting our best foot forward. We have done well and have a strong growth trajectory. That is the reason we are having a full blown event, promotions for which would happen offline as well.”

Amazon Fashion boasts of 2 million products across its fashion brands. This it claims makes it the largest fashion store in India. Amazon Fashion will be using its Prime customer base to increase orders during its ‘wardrobe refresh sale’. Prime subscribers will have a 3-hour early access to offers and 20% cashbacks through Amazon Pay for minimum purchases of Rs.750.

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Rebecca Menezes

Rebecca Menezes

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