To tap into the demand for women’s ethnic wear, Flipkart has launched its first private label ‘Divastri’ in the fashion category.
With this the Bangalore-based company is targeting unstitched garment category, typically served by long tail merchants in a bit to control quality and the pricing in the segment. “We have basic line of private label but Divastri will be our final brand in the fashion space”, vice-president Flipkart, R. Vasudev said.
“We have selected over twenty sellers, some of whom developed as manufacturers to license the brand and sell on the flipkart fashion market place. We have started with a selection of 1500 and will soon ramp it upto 2500.”
According to Flipkart, fashion accounts for more than 60 per cent of all units sold on the online platform. Of this, nearly half the units sold are in the ethnic wear and Indian contemporary wear category.
Vasudev said the company will be introducing new labels in the coming months as part of the fashion vertical. The current line will meet quality standards with a uniform design story for its offerings, he added. The share of fashion in the company’s gross merchandise value has remained static between the first quarter of 2016 and that of 2017.
– Apparel and Textile News, Apparel Talk, Indian Apparel
