E-commerce giant Amazon achieved 40 per cent Y-o-Y growth in its fashion category in FY21 and out of this 65 per cent of the demand emerged from Tier-II, Tier-III and Tier-IV regions, the company said.
Saurabh Srivastava, Director and Head, Amazon Fashion India said, “Fashion and beauty are amongst the largest categories for Amazon in India and also the fastest growing category in terms of acquiring new customers for Amazon India as one out of every three new customers starts her shopping journey with Amazon Fashion.”
He also added that the fashion industry had to re-strategise during the pandemic. The future of fashion will be more flexible and responsible.
A recent report by Unicommerce on the online fashion market also highlighted that overall order volumes for the fashion category across marketplaces as well as brand websites were up 45 per cent in FY21 compared to FY20.
The trend of online shopping was gaining prominence in India’s smaller cities, with 118 per cent growth coming from Tier-II cities and over 192 per cent order volume growth from Tier-III cities.
To grab more and more market share, Amazon Fashion has also started many initiatives over the years like brand-specific size charts, multiple-angle product imagery and videos, and technological features such as outfit builder, virtual try-on, etc.