Amazon India Finds New Strategy : Goes High On Fashion !


Amazon, the global e-commerce giant, who faces tough competition in India from Flipkart has come up with a new strategy to target the fashion conscious audiences. The company is doing a number of initiatives which attract the fashion conscious crowd and would help the company position itself as a brand for the usually e-commerce shy fashion savvy audiences.

The company recently partnered with Fashion Design Council of India (FDCI) as the official title sponsor of the25th edition of the India Fashion Week (IFW).


Vikas Purohit, Head, Fashion, Amazon India said;Our fashion portfolio plays a key role in our vision to be the most customer centric company in India. We work hard to meet the varying tastes and style preferences of all our customers by providing a broad selection of designers and brands so that customers can easily and instantly find and buy exactly what they are looking for. Likewise, we believe we have the opportunity to partner with designers and brands to leverage the power of technology and provide unique experiences for their new gen customers across India and globally. Already Amazon Fashion is among the top three categories on We are very excited with our association with FDCI and are gearing up for the upcoming Amazon India Fashion week.”
After the India fashion Week, has tied up with The Label Corp, a company that provides tastefully-curated, signature and rare-to-find products to the discerning Indian audience. It has three brands called The Home Label with Suzanne Khan, The Closet Label with Malaika Arora Khan and The Trunk Label with Bipasha Basu.

Amazon India Fashion has tied up with The Closet Label and The Trunk Label     to showcase a new collection that makes fashion affordable, approachable and real for a large number of consumers.

Through this campaign the two companies are looking to make a show stopping moment an everyday reality for the customer with their collections and expert celebrity guidance. With Amazon Fashion looking to create an impactful foray into India, this video further guides their customer to where they can purchase stylish apparel and accessories styled by  trustworthy, fashion icons.