Amazon India boosts kids fashion segment for growth

By

Maverick Martins

Published
Feb 6, 2017

E-commerce giant Amazon India is planning to boost the fashion segment for kids, which focuses on foot wear and apparel for 0 to 14 years of age, for its growth.

The company launched 30-plus brands over 2016 in the kids' apparel and footwear category including names such as The Children's Place, Puma kids, French Connection, Tommy Hilfiger, Biba and a curated character store which is associated with brands like Barbie, Disney and Spiderman.

The kids fashion vertical grew 2.5x in 2016 in terms of the units sold, though exact numbers were not disclosed by Amazon India.

The marketplace also added that kids category was among the top performing during the Great Indian sales promotions with over 6x increase in run-rate over normal days.

“While young population is important, our share of buyers in the mid-30 years bracket is high, who are also likely to be parents. The percentage of these people shopping with us on other verticals is high and this is a natural extension,” Arun Sirdeshmukh, head of Amazon Fashion India told the Economic Times.

The marketplace has also started a footwear store for toddlers between zero and two years of age, citing ease of showcasing products for the age group.

“Brands such as British Knight have an exclusive line with us while Bubblegummers from Bata are available only with Amazon India marketplace apart from offline,” said Sirdeshmukh.

The India marketplace has seen a major push for Amazon Fashion, one of the categories where rival Flipkart leads the market post the acquisition of vertical fashion player Jabong.