Flipkart to score a win during Big Billion with brand tie-ups & private labels

Editor | Sep 15, 2020

Flipkart’s Big Billion (BBD) 2017 edition is less than two weeks away and the etailer is busy getting its fashion vertical ready. The Indian ecommerce leader is going to rely on exclusive tie-ups with big fashion brands and its in-house labels to score a big win during its flagship annual festive sale.

Rishi Vasudev, Head, Flipkart Fashion stated, “This time, a huge focus has been on creating categories, brands and products which are exclusively available on Flipkart. Right from the launch of our private labels to working closely with brands to developing products that are well-suited for our customers, we are trying to keep it all exclusive.”

Flipkart eyes 40% of online fashion market share

With Myntra and Jabong on its side, the home-grown etailer has a fashionable advantage over rivals and niche players.  As of now, 35% of the online fashion market share is in Flipkart’s hands. The etailer plans to take the figure to 40% by the end of Big Billion days.

Collaborating with brands would assist the marketplace in achieving this goal. One such brand is Peter England. The Bansals-led company is going to launch an exclusive men’s collection – Peter England University that would be priced between Rs. 1,000 to Rs. 1,200 after discounts, during the upcoming festive sale. This collection was conceptualised and designed over the period of 6 months.

Vasudev revealed, “Peter England from Madura Fashion & Lifestyle has been one of our most trusted brand partners helping us drive significant market leadership in the men’s clothing category and is one of the top three brands on our platform, having grown 2X times over the last year. Over the last six months, we have worked closely with Peter England to identify gaps in selection based on consumer search and shopping patterns. The Peter England University collection aims to fill these gaps with stylish, high-quality products at competitive price points to brand-conscious, fashion-forward young men.”

Van Heusen, Flying Machine, Provogue, Newport, Jealous21, Chemistry, Carlton London USPA, and Swiss Military are few other brands that Flipkart has tied up with.

From established brands to private labels

The marketplace’s fashion head shared that this category has been one of the top categories during the regular and festive season sales. Therefore, using its internal data and findings, the etailer has launched private labels that cater to today’s consumer wants and needs.

There are gaps which established brands might not be able to fill, primarily from the pricing point of view. And Flipkart plans to fulfil this need through its own labels. In the last three months, the marketplace has launched two labels – women’s ethnic wear Divastri and men’s fashion and accessories Metronaut. One more private brand is in the offing before Big Billion starts.

‘Exclusive’ seems to be the mantra that Flipkart’s team including Myntra and Jabong is chanting ahead of its sale event. Let’s see how big BBD 2017 turns out to be.


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