Flipkart strengthens focus on private fashion labels

By

Isabelle Crossley

Published
Sep 10, 2018

The e-commerce platform Flipkart is betting on its fashion vertical to drive sales, especially over the upcoming sale season, and is focusing on private labels to expand its market share in the online fashion sector.

Flipkart has more than doubled its number of exclusive brands retailing on its platform within the last year from around 20 last year to approaching 50 this year.

The business has also increased its number of private label fashion brands. Flipkart had only two private label brands in last year’s Big Billion Days (BBD) sale and upped the total to five this year.

The business expects that, during the upcoming five day festive sale period, fashion purchases on Flipkart will make up 50 percent of the whole Indian online fashion market’s gross merchandise value (GMV). One way that the business is working to ensure this, is by offering exclusive fashion deals, especially on private labels.

Last year’s sale season saw private fashion labels account for 20 percent of the total fashion purchases made on the platform. However, this year, private labels and exclusive brands are expected to make up between 40 and 60 percent of total fashion sales.

Flipkart’s Fashion Head, Rishi Vasudev, reported that Flipkart Fashion is currently experiencing 60 to 70 percent growth and the coming months are expected to push the figure to 100 percent.

Flipkart is expected to add a sixth private label fashion brand to its selection in the coming weeks. The brand will retail western wear but its name has not yet been revealed.