Flip­kart Goes for a Wardrobe Makeover

Ecomm co re­launches core fash­ion cat­e­gory to cap­ture larger mar­ket

The Economic Times - - Disruption: Startups & Tech - Aditi.Shri­vas­tava1 @times­group.com

New Delhi: Don’t be sur­prised if you find Flip­kart's fash­ion sec­tion look­ing more vi­brant and glam­orous now. The coun­try’s ecom­merce ma­jor has re­launched its core fash­ion cat­e­gory by in­clud­ing a wider range of out­fits, spe­cially cu­rated by over 100 fash­ion con­sul­tants, to dif­fer­en­ti­ate the shop­ping ex­pe­ri­ence of its customers and main­tain lead­er­ship over ri­val Ama­zon.

The etailer says it will tie up with brands, celebri­ties, TV chan­nels and Bol­ly­wood movies and build stores ac­cord­ingly as it feels customers are in­flu­enced by celebri­ties when it comes to fash­ion. “Our data sug­gests that peo­ple (search­ing for fash­ion) are in­flu­enced mainly by celebri­ties, Bol­ly­wood, Hol­ly­wood, friends and brands,” said Rishi Vasudev, vice-pres­i­dent for fash­ion re­tail at Flip­kart. “The re­vamped sec­tion will see the se­lec­tion pre­sented in this form,” he said.

The com­pany has put in place a team of 100 style con­sul­tants, who will help cu­rate out­fits based on se- arches made by customers. How­ever, the com­pany clar­i­fied that any seller can list on the mar­ket­place as it is only the pre­sen­ta­tion that will change.

The move is also in line with Flip­kart’s core strat­egy of fo­cus­ing more on in­creas­ing list­ings by sell­ers, par­tic­u­larly the smaller long-tail mer­chants, where Ama­zon In­dia cur­rently has an edge.

ET had re­ported in Oc­to­ber that af­ter a suc­cess­ful Big Bil­lion Day, Kalyan Kr­ish­na­murthy, a for­mer in­terim CFO and the head of cat­e­gory man­age­ment, had plans to re­launch cat­e­gories such as fash­ion and fur­ni­ture in the com­ing months.

“The think­ing is that we should build all cat­e­gories based on our fun­da­men­tal ca­pa­bil­i­ties,” said Kr­ish­na­murthy.

RISHI VASUDEV VP - Fash­ion Re­tail, Flip­kart Our data sug­gests that peo­ple are in­flu­enced mainly by celebri­ties, Bol­ly­wood, Hol­ly­wood, friends and brands

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