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According to a survey conducted by <keyword id="48670" type="CITY" weightage="20" keywordseo="Morgan-Stanley">Morgan Stanley</keyword>, 60% of consumers said that they would buy more clothing on <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword> if it sold a wider selection of well-known, fashionable clothing brands. In December last year, “Buttoned Down,” a private label premium shirt brand which is available exclusively to Amazon Prime members was introduced. Reports suggested that the company is also planning to develop its own workout apparel line and is maybe buying apparel company <keyword id="587775" type="COMPANY" weightage="20" keywordseo="American-Apparel">American Apparel</keyword>. 
 
Amazon is already the largest seller of clothes online in the U.S. and is likely to achieve a market share of nearly 20% in the U.S. apparel market by 2020. 
 
<a href="http://www.businessinsider.in/freecharge-integrates-with-indus-os-to-increase-30-user-base-in-the-next-6-months/articleshow/56499858.cms">ALSO READ: Freecharge integrates with Indus OS to increase 30% user base in the next 6 months</a> 
 
If the world’s largest e-tailer is focusing on fashion to earn revenues, it must be the way forward for the e-commerce industry. 
 
Wider Selection, Fast Fashion, Private Labels Can Boost Profitability 
 For Flipkart, India’s biggest e-tailer Fashion includes <keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword> and <keyword id="6388367" type="COMPANY" weightage="20" keywordseo="Jabong">Jabong</keyword>, which accounted for nearly a third of gross sales for the e-commerce firm in the September quarter. 
Flipkart has also been increasing its focus on private labels, which offer higher margins because e-tailers make gross margins of 35% to 45% on regular brands and it can go up to 60% to 65% for private brands. 
Private labels accounted for 20% of the Myntra’s gross sales in 2015. 
 
<a href="http://www.businessinsider.in/meet-n-chandrasekaran-tata-sons-new-chairman-and-ex-tcs-boss/articleshow/56500855.cms">ALSO SEE: Meet N. Chandrasekaran, Tata Sons new </a><a href="http://www.businessinsider.in/meet-n-chandrasekaran-tata-sons-new-chairman-and-ex-tcs-boss/articleshow/56500855.cms">chairman</a><a href="http://www.businessinsider.in/meet-n-chandrasekaran-tata-sons-new-chairman-and-ex-tcs-boss/articleshow/56500855.cms">, and Ex-TCS boss</a> 
 Myntra also bought out a major part of fitness and sportswear brand HRX, launched by actor <keyword id="6354563" type="PERSON" weightage="20" keywordseo="Hrithik-Roshan">Hrithik Roshan</keyword>, to boost its private labels. Myntra owns 11 private labels, including Roadster, All About You, HRX, <keyword id="4061927" type="UNKNOWN" weightage="20" keywordseo="worng">Worng</keyword>, <keyword id="2544885" type="UNKNOWN" weightage="20" keywordseo="Anouk">Anouk</keyword> and Ether. All About You is a tie-up with actor <keyword id="598" type="PERSON" weightage="20" keywordseo="Deepika-Padukone">Deepika Padukone</keyword> and Worng with cricketer <keyword id="6354486" type="PERSON" weightage="20" keywordseo="Virat-Kohli">Virat Kohli</keyword>. 
 
An online platform has an advantage over physical retailers to bring newer designs more quickly to consumers through a supplier network, without inventories piling up. 
 
<a href="http://www.businessinsider.in/the-most-popular-parts-of-delhi-mumbai-and-bengaluru-where-people-invested-in-real-estate-in-2016/articleshow/56503428.cms">ALSO READ: The most popular parts of Delhi, </a><a href="http://www.businessinsider.in/the-most-popular-parts-of-delhi-mumbai-and-bengaluru-where-people-invested-in-real-estate-in-2016/articleshow/56503428.cms">Mumbai</a><a href="http://www.businessinsider.in/the-most-popular-parts-of-delhi-mumbai-and-bengaluru-where-people-invested-in-real-estate-in-2016/articleshow/56503428.cms">, and Bengaluru where people invested in real estate in 2016</a> 
 
That means that maybe cost-cutting for e-commerce companies can start with some cloth-cutting.

Why e-commerce companies focus on fashion to become profitable

<ul><li>The fashion carnival is slated to be held between October 16 and 22, and will showcase close to 2 lakh new styles over the last festive season.</li><li><keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword> has scaled its MENSA network to 18,000 Kirana partners, to fulfill 70% of the festive deliveries.</li></ul> Myntra will be holding its '<keyword id="10055257" type="UNKNOWN" weightage="20" keywordseo="big-fashion-festival">Big Fashion Festival</keyword>' October 16 and 22 and expects a 2X increase in traffic over the previous festive season. Myntra’s holistic approach to its marketing campaigns, ahead of the event, with Bollywood, Tollywood and other regional celebrities, along with top T20 teams, is expected to reach 150+ million people across the nation. The upcoming edition of the fashion event is also set to witness a massive uptick in demand according to the brand, at 4X over BAU and 2X over the last festive season, with 50% of the contribution coming from Tier 2-3 markets. Myntra is geared to handle the increase in traffic with tech capabilities, scaled to operate at 20,000 orders per minute at peak. Biggest ever Fashion and Lifestyle selection Myntra has scaled its collection by 2 lakh styles, over the last festive season, and has also launched region-specific ethnic collections from various parts of the country underscoring the role of fashion during festivities. In order to cater to the consumer’s festive preferences, Myntra’s selection ranges from the evergreen regional specialties such as bandhani, benarasis, kaantha, kanjeevaram and chikankari, to more experimental trends such as ruffle sarees, shararas and asymmetrical kurtas. <keyword id="2799949" type="COMPANY" weightage="20" keywordseo="Myntra-Fashion-Brands">Myntra Fashion Brands</keyword> (MFB) will have a wide range of collection for men and women from brands, including, House of Pataudi, Anouk, Taavi, HRX, Wrogn during the seven days long festive event. There will also be a large focus on 'above the waist' looks and work from home wear with the nature of social events and celebrations becoming virtual. To cater to this change in fashion consumption patterns, there is a higher emphasis on selection across t-shirts, tops, dresses, kurtas, accessories, jewellery, sports footwear, winter wear, beauty and personal care categories. The apparel category on Myntra is slated to contribute ~70% to festive demand on the platform, with other key categories being, kidswear, footwear, home and personal care and accessories. Investments in safety Myntra is prioritizing safety above all aspects. From warehouses and fulfilment centers, to the customers’ doorsteps, there are numerous protocols on safety, which are strictly being adhered to by employees, delivery personnel, MENSA partners, brand partners, and even customers. These include, following strict social distancing norms, regular temperature checks, frequent sanitization of facilities and delivery bags, ensuring the use of PPE’s at all times, frequent hand sanitization and more. Customers are encouraged to undertake contactless deliveries and use digital modes of payment. Speaking about Myntra’s upcoming Big Fashion Festival, Amar Nagaram, CEO, Myntra said, “Myntra’s Big Fashion Festival will offer a specially curated selection of 9 lakh styles for consumers across the country, awaiting to bond over the joy of festivities. The region-specific collection will enable millions of consumers with diverse fashion choices, to celebrate the festive diversity of the country. The consistent momentum in demand observed over the last few months has given impetus to our brand partners, driving deeper collaborations this festive season. An event of this unprecedented magnitude is also set to provide thrust to Myntra’s ecosystem, especially the artisans, MSMEs, and our Kirana store partners.” Unique offers and early access There will be a ‘Grand Opening Hours’ offer for 2 hours on October 16 starting midnight, with the best value deals from top brands such as Puma, Vero Moda, GAP, Roadster, Nike, Levis and more. Myntra has also launched a ‘Play &amp; Earn’ feature where users will be able to play games and redeem their stars to get the Gold slot which will give them a window of 4 hours to shop before the event begins. All customers will be able to avail 10% instant discount on ICICI Bank debit and credit cards during the event. Over 45 celebrities and 80+ influencers are being engaged with, to harness the reach of Myntra Studio and social media platforms, to drive customer engagement. Top international and domestic brands are also set to offer ‘Deal of the Day’, to Myntra Insiders, through the seven-day period, with the top 3 tiers of the brand’s loyal customers getting Myntra vouchers worth up to Rs 1000. Role of <keyword id="2535292" type="COMPANY" weightage="20" keywordseo="Omni-channel">Omni-channel</keyword> Overall, Myntra has integrated more than 1000 stores from close to 100 brands on its platform so far to ensure that the customers get their orders delivered to their doorstep in the shortest possible time. Giving a major boost to the omni channel strategy ahead of the festive season Myntra has partnered with a dozen new brands across categories, giving customers access to new season collections from their stores across the country. Logistics and supply chain Myntra’s fulfillment centers across the country are using automation to enhance the speed of packaging, quality control process and expedited shipping. The company has added three packing centers and seven mother hubs ahead of the festive season for processing faster deliveries during the event. Myntra has also given a major boost to its supply chain network, including MENSA partners and has increased its capacity of last-mile deliveries by adding ~600 dexters and 6000 new kirana store owners, over the previous festive season to reach 27000 pincodes.

Myntra expects 2X increase in traffic over the previous festive season in its upcoming Big Fashion Festival

Clothing brand <keyword id="2544885" type="UNKNOWN" weightage="100" keywordseo="Anouk">Anouk</keyword> is currently in news for its Lesbian advertisement showing a lesbian couple preparing to meet the parents of one of them. The ad has been getting rave reviews for portraying a complex issue in a subtle and easy manner. 
 
Those of you who have not seen it, here is the video: 
 
 
 
The idea is good and so is the execution; it portrays homosexual love as any other romantic relationship that two people can be in. However, many stories have come out featuring this as India’s first LGBTQ ad, featuring a gay or a lesbian couple. 
 
But is it really the first one? 
 
Clothing and accessory brand Fastrack had come out with a lesbian ad in 2013 that had “Come out of the closet” as its tagline. 
 
The Fastrack ad begin with a closed pink closet, which when opens has two girls adjusting their clothes and hair, giving each other jittery looks; the scene hints that something has happened inside the closet. They then walk away from each other and the words “Come out of the closet” fill the screen, with Fastrack’s tagline, “Move On.” 
 
You can catch the video here: 
 
 
<a href="https://www.youtube.com/watch?v=yJe9fEx7u58">Source</a> 
 
The ad came out in April 2013, when homosexuality <a>was not declared a crime in </a>India, which is perhaps the reason that it didn’t get the attention that the Anouk ad is getting. 
 
Image snipped from the ad

‘The Visit’ by Anouk is not India’s first LGBTQ ad

The ripples of a revolution seem to be in process. Of course, people won’t be unanimously agreeing with the fact that same sex marriage is okay, but at least the popular culture has started paying a heed to it. And it’s India, popular culture reaches people more easily and aggressively. 
 
An Online video ad showing a lesbian couple preparing to meet the parents is making waves on social media. Country’s first ad based on same sex relationship, shows two women in a live-in relationship flirting and dressing up for the day, chatting about the expectations they face and their love for each other. 
 
Titled 'The Visit', the ad for a fashion portal's ethnic wear collection has got over 2 lakh hits on YouTube over 10 days, says a news report by The Economic Times. 
 
"We tried to avoid the stereotypes associated with gay people. There was no one woman looking more masculine or feminine in the film. We tried to give it a candid feel like it is any other couple being apprehensive about meeting the parents," Avishek Ghosh, co-partner of Hectic Content, the production house that made the film conceptualized by ad agency Ogilvy &amp; Mather, Bangalore told the Economic Times. 
 
"The ad has got 3 million views across social media like Facebook, YouTube etc," Manish Aggarwal, VP (marketing) at Myntra Fashion which is promoting the ad told the financial daily. 
 
The visibility of same-sex couples is what makes this ad timely says LGBT rights activist Ashok Row Kavi. "This is a bold statement. Lesbians around the world have been in the news, they are getting married and fighting for their rights. This is what society sees, same-sex couples living happily, and there is a huge audience that accepts this," says Kavi. 
 
Says ad-man K V Sridhar, "This trend started last year, with Fastrack ads that hinted homosexuality, Tanishq that showed a re-marriage etc. In India, while living in is still a shock, this ad has gone a step ahead. It is commendable." 
 
Yes, people are still evaluating the reach of this ad as it’s online based. In a country with 20% internet penetration, this ad certainly has a limited reach. Yet, the admakers and brands pitching for a change is certainly a welcome change. 
 
Have a look at the ad: 
 
 
 
(Courtesy: YouTube)

India’s first lesbian ad ever! And it has gone viral

<ul><li> For years, talking about the queer community was a taboo in the Indian advertising industry. Today, while there have been some path-breaking campaigns in acknowledging the community and giving them a voice, a lot more still needs to be done.</li><li>To mark <keyword id="168821" type="PERSON" weightage="20" keywordseo="Pride-Month">pride month</keyword>, we look back at some of the iconic advertisements that initiated an early conversation in our country, which were still a taboo back then and created a ripple effect by bringing to light some of the issues that LGBTQIA communities continue to face. </li></ul>The month of June is observed as Pride month all over the world, which is a movement that brings the entire LGBTQIA+ community together to spread the message of equality in all spheres of life, including the right to love. However, where are Indian brands? It has been 17 days since pride month began. Apart from the rainbow-coloured logos on social media, no brand has mustered the courage to normalise the whole spectrum and initiate a concrete conversation. Since many Indian brands have failed to give the community a voice through their campaigns, to make the queer community a part of their daily life conversation and step out of their comfort zones, we decided to look back at some of the iconic advertisements that were created by brands who dared to speak up and break some taboos. These ads created a much-needed ripple effect in our country and started a conversation around issues that the community goes through. They simply reminded the audience that they care about queer community’s existence by acknowledging and representing different kinds of humans -- conveying that India is stepping out of its closest. Here are a few of our favourites: Fastrack’s The Closet Way ahead of its time, Fastrack’s ad was quite special for India. It was the very first brand in India to show a lesbian couple. It encouraged the youth to come out of their closet of comfort and speak up, metaphorically. In this commercial, the doors of a cupboard open, and two young women walk out, adjusting their clothes and hair. “Come out of the closet”, urges the advertisement and ends with Fastrack’s now famous tagline, “Move On.” <div type="Youtube" id="fmk9D53G6F8" title="Fastrack - The Closet" thumbUrl="https://i.ytimg.com/vi/fmk9D53G6F8/mqdefault.jpg"></div> Anouk’s The Visit Myntra’s ad for its ethinic wear brand Anouk was probably one of the first ads in India that attempted to normalise different sexual preferences, without looking at them through a lens of judgement or for sake of tokenism. Created by Ogilvy India, this ad left you mesmerised by the beautiful portrayal of pure love that can happen between any two people. <div type="Youtube" id="Ef27m5ocK6Q" title="ANOUK, BOLD IS BEAUTIFUL - A Wonderful Video Titled &quot;THE VISIT&quot;" thumbUrl="https://i.ytimg.com/vi/Ef27m5ocK6Q/mqdefault.jpg"></div> Vicks’ Touch of Care Normalising trans motherhood in India, Vicks initiated a conversation everyone else was afraid to have. It highlighted how motherhood goes beyond biological ties with transgender activist Gauri Sawant, who also runs an NGO called Sakhi Char Chowghi. It showcased her real life story of bringing up a girl. Conceptualised by Publicis Singapore for Procter &amp; Gamble, the video shows how Gayatri, at the age of 6, loses her biological mother, a sex worker, to HIV AIDS. It ends with Gayatri vowing to become a lawyer so that she can fight for equal human rights and build an equal environment for her foster mother. <div type="Youtube" id="7zeeVEKaDLM" title="Vicks - Generations of Care #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/7zeeVEKaDLM/mqdefault.jpg"></div> Brooke Bond Label’s 6 Pack Band The 6 Pack Band was a story of six transgender singers from Hijra community, which is commonly ignored by most and misunderstood by all. However, this song concentrated on what they rejoice about being queer and trangenders instead. It was an initiative created and driven by Y-Films, the youth wing of Yash Raj Films, to help further the cause of gender equality in India. This campaign also brought home the coveted Grand Prix in the Glass Lion category at Cannes. <div type="Youtube" id="blvOBnSRfVc" title="Hum Hain Happy - 6 Pack Band" thumbUrl="https://i.ytimg.com/vi/blvOBnSRfVc/mqdefault.jpg"></div> The Times of India's Out and Proud On September 6, 2018 the Supreme Court of India decriminalised section 377 of the Indian Penal Code. With this judgment, the gay community got a legal nod to sexual rights. While the laws have changed for the better, we still witness negative attitudes towards the LGBTQIA+ people. The Times of India in collaboration with FCB India was one of the large-scale campaigns that was launched to celebrate this historic milestone. Its campaign aimed to empower the members of the queer community to live a dignified life with acceptance and pride. It lent a medium to a community whose voice was buried for generations. It brought to light the discrimiation they face every day and reminded them how they always ‘had a place in our hearts.’ <div type="Youtube" id="-p8DFP1Tn1s" title="Times Out &amp; Proud" thumbUrl="https://i.ytimg.com/vi/-p8DFP1Tn1s/mqdefault.jpg"></div> OkCupid’s #LoveAtFirstPride Another brand that celebrated striking down of article 377 in 2018, OkCupid, digital campaign #LoveAtFirstPride acknowledged love beyond binary identities. The idea behind the campaign was to cherish the freedom for all gender identities and this has been captured in the video with the LGBTQ community answering questions like ‘How much would you reveal about yourself on a first date? ,‘What are your views on moving on with your partner?’ and ‘What are your thoughts on PDA?’. The campaign was launched in the middle of the pride month and in less than a week, it received an overwhelming support of over a million individuals spread across platforms. The campaign is aimed at spreading the message of equal representation of different sexual orientations. <div type="Youtube" id="IwDW6x0bezs" title="OkCupid’s #LoveAtFirstPride is a Shout Out to Every First Stride Taken With Pride" thumbUrl="https://i.ytimg.com/vi/IwDW6x0bezs/mqdefault.jpg"></div> While all these ads revolutionised the industry in their own ways, legacy brands still shy away from including LGBTQIA+ community in their functional ads or an everyday sales ad. ‘Sexuality’ is still used as a plot twist in ads when we should be moving beyond tokenism and to normalise it further, we need to start including them next to a cis gender couple.

You Searched For "myntra anouk" and got 5 results

Why e-commerce companies focus on fashion to become profitable

Tanya Dubey

Myntra expects 2X increase in traffic over the previous festive season in its upcoming Big Fashion Festival

BI India Partner

‘The Visit’ by Anouk is not India’s first LGBTQ ad

Nandini Sharma

India’s first lesbian ad ever! And it has gone viral

BI India Bureau

Pride Month: Campaigns that started conversations and sparked change in India

Karuna Sharma

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