Amazon launches its second fashion label Myx

By

Maverick Martins

Published
Dec 1, 2016

Amazon India has launched its second in house fashion brand Myx, an ethnic wear label for women, as it looks to cash in on the booming fashion market in India.

This is the second fashion label for Amazon after the launch of its menswear brand, Symbol, in September.

"In India, we launched brands Amazon India and Amazon Fashion together, starting with watches, which was followed by apparel and accessories soon after. Fashion will be and is a critical segment. Fashion as a category is one of the largest and in terms of units is right at the top," said Sirdeshmukh.

Amazon's fashion vertical has partnered with 150 brands this year, including 10 international labels.

"We will partner brands to launch their products as well as exclusive lines. For example, Van Heusen has launched a line of innerwear that is exclusively available on Amazon Fashion," said Sirdeshmukh.

Amazon India has also streamlined its returns policy for fashion products.
 
"We see that the largest reason for returns is due to sizing issues. We now have an auto exchange feature that lets the buyer order for a different size right from when the product is shipped to the point it is being dispatched and delivered," said Sirdeshmukh, adding that the feature is specific to the fashion category.