In the fiscal year 2020-21, e-commerce giant Amazon claimed a 40% year-over-year (YoY) increase in its apparel category. The fashion sector has “re-strategized” in the wake of COVID-19 curfews and lockdowns, according to the corporation, which prompted customers to order merchandise online.
Tier 2, 3, and 4 regions accounted for 65 percent of global demand, according to Amazon. “Fashion and beauty are among Amazon’s largest categories in India, as well as the category with the fastest growth in terms of acquiring new customers, as one out of every three new customers begins her shopping journey with Amazon Fashion,” said Saurabh Srivastava, director, and head, Amazon Fashion India.
In the wake of the COVID-19 outbreak, Srivastava said the fashion industry needed to rethink its strategy. He believes that the future of fashion will be more adaptable. “Consumers are making conscious adjustments to their shopping habits, from not restricting themselves to specific seasons to preferring comfort over style and exhibiting an affinity toward sustainable and eco-friendly design,” Srivastava stated.
The garment industry suffered considerably as a result of COVID-19-induced lockdown and other restrictions, as retailers were forced to close.
To sell their inventory, several businesses have gone online. During the pandemic, consumer demand shifted as more individuals purchased casual clothing online. Online sales increased dramatically as a result of these factors.
Similar patterns have been noted by Amazon in the fashion area.
In tier-2 and tier-3 cities, the company observed increased penetration and coverage of online purchasing. Bengaluru, Mumbai, Pune, Hyderabad, Kanchipuram, Gurgaon, Chennai, Kolkata, Ahmedabad, and Lucknow are among the top cities, according to Srivastava.
In FY21, total order volumes in the fashion category grew by 45 percent.
According to a recent Unicommerce survey on the online fashion business, this comprised orders from marketplaces as well as brand websites. Online purchasing was becoming more popular in the country’s smaller cities, according to the research. It went on to say that tier-2 cities accounted for 118% of volume growth, while tier-3 cities accounted for 192%.
