Flipkart’s fashion segment is getting revamped and it’s going to be good

Flipkart’s fashion section will be looking far more glamorous, vibrant and trendy now as the e-commerce giant has relaunched its core fashion category by including a wider range of outfits, specially curated by over 100 fashion consultants, to differentiate the shopping experience of its customers and maintain leadership over rival Amazon.

The company is looking forward to tie up with brands, celebrities, TV channels and Bollywood movies and build stores accordingly as it feels customers are influenced by celebrities when it comes to fashion.

"Our data suggests that people (searching for fashion) are influenced mainly by celebrities, Bollywood, Hollywood, friends and brands. The revamped section will see the selection presented in this form,” Rishi Vasudev, vice-president for fashion retail at Flipkart, told ET.

The company has hired a team of 100 style consultants, who will help curate outfits based on searches made by customers.

However, the company clarified that any seller can list on the marketplace as it is only the presentation that will change.

The move is also in line with Flipkart's core strategy of focusing more on increasing listings by sellers, particularly the smaller long-tail merchants, where Amazon India currently has an edge.

"The thinking is that we should build all categories based on our fundamental capabilities,” Krishnamurthy told ET.