Ties up with top brands to launch exclusive collections

The country’s largest e-tailer Flipkart, which holds 35 per cent share of the online fashion market, is aiming to grow it by 5 per cent, through its Big Billion Days (BBD) sale, that is to kick off after September 20.

To achieve this, the e-tailer has partnered with some of the top brands in the country to launch exclusive collections for men and women.

Flipkart has launched an exclusive brand collection from Peter England called Peter England University targeted at young male, college-going consumers.

While the MRP for the range is between ₹1,400 and ₹1,500, the styles will be available for ₹1,000 to ₹1,200 after festival discounts.

Men’s apparel has been one of the largest and fastest growing categories in the online lifestyle space in India and Flipkart has been a dominant player in this category with close to 40 per cent market share.

“Peter England from Madura Fashion & Lifestyle has been one of our most trusted brand partners helping us drive significant market leadership in the men’s clothing category and is one of the top three brands on our platform, having grown 2X times over the last year.

“Over the last six months, we have worked closely with Peter England to identify gaps in selection based on consumer search and shopping patterns.

“The Peter England University collection aims to fill these gaps with stylish, high-quality products at competitive price points to brand-conscious, fashion-forward young men,” Rishi Vasudev, Head, Flipkart Fashion, told BusinessLine.

The exclusive line showcases sporty fashion, casual washed shirts, peppy graphic crew necks, crisp textured chinos, rustic lived-in indigos in slim fits, bold prints and bright shades that the youth are looking for, he said.

Flipkart is gearing up to launch an exclusive apparel collection from Van Heusen, another brand from Madura Fashion & Lifestyle in time for BBD, sometime next week.

In order to straddle its fashion offerings across all price points, Flipkart launched its first two private label apparel brands for women and men – Divastri and Metronaut in June and July, respectively.

It plans to launch one more private label apparel brand before BBD. Collections from Divastri are priced between ₹400 and ₹700 for dress materials, sarees and lehengas, while Metronaut collections are in the sub-₹1,000 price range.

In addition to apparel, exclusive footwear collections on Flipkart that consumers can shop for are from Flying Machine, Provogue, USPA, Swiss Military, Newport, Jealous21, Chemistry, Peter England and Miss CL by Carlton London.

“There was a huge opportunity in the casual footwear market due to an explosion in demand, that we are addressing, that large brands are unable to showcase due to space constraints,” said Vasudev.