New Delhi: Ecommerce sales for fashion brands generally meant their business at Flipkart, Myntra and Amazon, but the pandemic has brought the webstores of brands like Puma.in, Levis.in and shop.adidas.co.in into the limelight.
As business grew 20% month-on-month on their mono-brand sites, fashion and lifestyle companies are upgrading and digitally promoting their websites, negotiating better deals with logistics partners, creating warehouses and using their network of physical stores as hyperlocal delivery points to tap the growing shift of consumers towards online purchases.
“Brands have also started investing in customer acquisitions,” said Nitin Chhabra, chief executive of omni-channel enabler Ace Turtle that manages the webstores of Fossil, Lifestyle, Michael Kors, Skechers and DKNY, among other labels.
Vibhor Sahare, CEO of ANS Commerce, another omni-channel enabler that manages brands including Celio, Jack & Jones, Aldo and Bath & Bodyworks, said businesses at the mono-sites had grown by two-five times in the pandemic.
“The pandemic has accelerated the whole piece of brands’ online stores,” he said.
Many consumers had complained of initial hiccups in the services of some top brands that launched their webstores this year. Companies also agree that they have significant room to improve services.
“We have a long way to go in terms of experience and speed,” said the head of a global brand. “You know that mono stores are not private-equity funded and do not have millions of dollars at their disposal and 30,000 engineers behind it. So, it is a slow journey.”
Prior to the pandemic, volumes on the mono-brand webstores were low, which made the companies unable to negotiate better rates from logistical partners, thus impacting their unit economics for online deliveries. Now, the unexpected increase in sales during the pandemic has helped them negotiate better rates from logistics partners.
Also, several brands have introduced their own apps or are planning to do so soon. Levi’s and Benetton are planning to launch their India brand apps early 2021.
“We continue to invest strongly behind our own site to amplify consumer experience for our brand. Our overall assortment offer will be exclusive and the largest on our own site and we will launch energy collaborations like Levi’s xBape or Levi’s x Snoopy first on our own site,” said Sanjeev Mohanty, CEO for South Asia, Middle East and North Africa for Levi Strauss that sells the Levi’s brand. “We are constantly working to up the game on our own site and with the omni integration, the experience in our physical store will also get elevated.”
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