Amazon India confident fashion and beauty will return to pre-pandemic growth this year
Amazon India expects its fashion and beauty categories to return to pre-pandemic growth this year for both Indian and international brands as the business continues to penetrate non-metro markets.
“The fashion categories have been growing over the long term, and consumer surveys indicate a likely strong rebound after the pandemic,” Amazon Fashion India’s director Saurabh Srivastava told ET Retail. Some of the retail trends driving this growth include increasing digital adoption across the country and sustainable fashion advancements.
The business has seen increasing demand from Tier 2 cities and beyond in line with increased internet access and adoption in these regions. Over 70% of Amazon’s customer orders and over 86% of the e-commerce platform’s new customers hail from Tier 2 cities and more rural areas, according to Srivastava.
To continue to tap into this trend, Amazon India has been expanding its regional services including its language services. The platform is now available in eight languages and Amazon Fashion is partnering with local influencers for local influencer marketing.
Amazon recently held a ‘Wardrobe Refresh Sale’ which offered 50% to 80% off fashion and accessories from a multitude of brands. The sale event was held in partnership with ICICI Bank which offered an additional 10% savings for customers using their credit cards and EMI payments.
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