Amazon Fashion is set to go live its Wardrobe Refresh Sale starting today. The e-commerce company plans to retail over 1,000 fashion brands during this sale and sell over 12 lakh beauty products. The industry’s re-strategizing amid the strict lockdowns last year helped Amazon boost fashion sales by 40 per cent y-o-y. The company registered 65 per cent sales from Tier-II, III and IV cities, informs Saurabh Shrivastava, Director and Head, Amazon Fashion Head. Overall order volumes for the fashion category across marketplaces and brand websites increased 45 per cent in FY21 compared to the year-ago period, according to a recent report by Unicommerce on the online fashion market.
Srivastava says, the second COVID-19 wave has accelerated the importance of e-commerce as a convenient and safe means to shop for essential. Customers have moved from formals and party wear to comfort wear, athleisure, and sportswear in terms of fashion, Shrivastava adds. They are focusing on the feel-good factor of dressing at home while opting for breezy and comfortable fabrics for easy transitioning across work conference calls and virtual parties with friends.
Amazon Fashion’s penetration across Tier II and III regions such as Bengaluru, Mumbai, Pune, Hyderabad, Kanchipuram, Gurgaon, Chennai, Kolkata, Ahmedabad and Lucknow, etc also increased during the period. The 9th edition of the Amazon Wardrobe Refresh Sale will host more offers such as instant discounts, credit EMIs apart from cashback and free delivery for first-time fashion shoppers.
Amazon Fashion has also added other initiatives such as brand-specific size charts, multiple-angle product imagery and videos, and technological features such as outfit builder, virtual try-on, etc for the sale.
