Dubai-headquartered Landmark Group’s fast fashion brand Max Fashion said it is partnering with Amazon India to launch its brand store on the e-commerce portal in a bid to expand its distribution in the country. Amazon has close to 50 such brand stores listed in India.
Mayank Shivam, director, category management, Amazon Fashion India, said the e-tailer had worked on several aspects of technology, design and content to improve customer experience for the category as a whole.
“In the last few months, we completely updated the search experience on fashion including larger search images. We have an editorial team that works on a lot of products to showcase a detailed story on the brand, including social media, and each of these are adding value to the overall experience,” he said.
The fashion category is seen as one of the largest verticals for e-commerce after electronics and large appliances. It is also among the few categories which has higher customer engagement adding to customer retention. Amazon India’s share in fashion is a third of the Flipkart Group including Myntra and Jabong, industry sources indicate, adding that the Seattle-based giant missed one opportunity to scale this business by not acquiring Jabong.
“To pursue our brand vision of democratizing fashion, we always strive to make fashion accessible to maximum customers across India,” Shital Mehta, CEO, Max Fashion India, said, adding that the company will continue to open one store every five days accross India, as well as continue running its online portal.
The Landmark Group, which is one of the largest retail conglomerate in the Middle East and owns brands including including Splash, Home Centre, Max and Lifestyle, shut down outlets for Splash stores in India citing strategic reasons.