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Amazon hails fashion ad success

News, 25 March 2015

NEW DELHI: An advertising campaign at the end of last year has helped to boost sales of apparel, footwear and jewellery at Amazon India, the online retailer has reported.

"Our apparel business has grown by 300% over the past three months. That's proof of the pudding," said Vikas Purohit, head of fashion at Amazon India, in comments to Livemint.

"Being a horizontal player, we can cater to all needs," he continued. "For instance, if I have to shop for my travels, will I go to one place to buy apparel, one place to buy luggage, one place to buy shoes or a swimming costume? In a horizontal, you can buy all these things."

Apart from the success of its advertising campaign, Amazon is also spending heavily on other marketing initiatives.

It has launched a designer store on its website that offers clothes by well-known designers, such as Rohit Bal, and the company has partnered with the Fashion Design Council of India to increase collaboration with retailers, brands and designers across the country.

"We are working with a lot of designers to help them understand and adapt to ecommerce so that they can reach a larger audience," Purohit explained.

"A lot of them are working with our sellers or becoming sellers themselves on our platform to design different ranges that are relevant for Amazon customers," he said.

It comes as the company further ramps up its challenge to domestic e-retailers Flipkart and Snapdeal by setting up a logistics company in India which will deliver direct to customers who use its online marketplace.

"We want to change how India shops," Samuel Augustine Thomas, director of transportation for Amazon in India, told the Economic Times.

"The logistics arm has been set up to aid in last-mile delivery as products can be shipped faster," he explained.

Data sourced from Livemint, Economic Times; additional content Warc staff