Amazon India Design store to boost designer wear range to take on

Amazon India is seeking to expand and consolidate the designer wear range sold on its platform. The ecommerce giant is the title sponsor of the India Couture Week that started on Wednesday.

As it aims to improve the visibility of its recently launched online designer clothing store. Couture has always led the Indian high-end market, which is why a platform like the Couture Weekis significant. Manish Malhotra, Sabyasachi, Rohit Bal, Gaurav Gupta and Rahul Mishra are some of the well-known designers who would be showcasing their bridal collection in this show, organized by the Fashion Design Council of India.

The Amazon Design Store will see a collection of prominent designers in its catalogue, even as competition is building up in the designer wear segment from rivals such as Snapdeal's

"We are going to work with more designers to see how best we can help them showcase and possibly sell their creations on," said Vikas Purohit, head of fashion at Amazon India.

The Amazon Designer Store has seen a lot in demand in smaller cities for designer sarees, followed by kurtas with more than half the total orders received from outside the top eight cities. This has encouraged the retailer to look for more associations to bring customer and fashion fast and easy. Amazon India had associated also with the India Fashion Week.

Earlier this year, it launched a range of sarees, kurtas and other dresses from Manish Arora, Hemant & Nandita, Shantanu & Nikhil as well as premium lines from the Yash Raj owned Divan'i, Satya Paul, Mandira Bedi and others. "We are expanding our line of designers and offerings continuously. Designer wear contribution to our ethnic store on has already reached double digits and we have witnessed a huge spike in sales reaching 500% month-on-month in the last festive season (December 2014 and January 2015)," Purohit said.


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