Flipkart is planning a blitzkrieg in its fashion
Lifestyle category that has helped bring in a new demographic of online shoppers, including younger buyers in the age group of 20 to 27 years and those in tier II and III cities. As part of that plan, India's e-commerce poster boy is tying up with top lifestyle brands to roll out dedicated online brand stores, subsets to Flipkart's main store.
While the company has said that co-developed brand stores would be rolled out in the next two to three months, Flipkart's store already shows a newly launched Puma brand store. The store stocks only Puma merchandise and has been styled to reflect Puma's image as a premium lifestyle brand. Deals and discounts have been cloaked under 'featured picks' that one sees lower down in the virtual store, unlike in the main Flipkart store where good deals are highlighted.
"Brand stores will be co-created along with the brands. We choose the brand only if we believe that there are very strong brand loyalists wanting to buy that brand," said Shoumyan Biswas, senior director, marketing, Flipkart. Biswas, however, didn't speak to TOI about the Puma store, which perhaps is a pilot project.
