Myntra ropes in designer Rohit Bal to battle e-commerce competition
India’s online fashion portal, Myntra, has partnered with BIBA, to host fashion designer Rohit Bal’s latest collection to differentiate itself in the e-commerce battle
It’s not just the offline space that’s cluttered. Even retail online too is soon entering the cluttered zone. To differentiate itself, and stand out in the heap of online stores, India’s online fashion store, Myntra has partnered with India’s designer clothing line BIBA to host fashion designer Rohit Bal’s new collection.
With cut throat competition across the Indian e-commerce industry, every portal is struggling to strengthen its foothold and the festive season (which generally starts from mid-August up to mid-November) offers a convenient opening for the same. The collection – BIBA by Rohit Bal, adds to the Indian celebrations and revelries for the festive season and offers various exclusive outfits.
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Ganesh Subramanian, COO, Myntra
Commenting on the initiative, Ganesh Subramanian, COO, Myntra, said, “We are delighted to associate with BIBA and Rohit Bal to launch the latest collection – ‘BIBA by Rohit Bal’. This association marks Myntra.com’s efforts to be the first in bringing the latest in fashion, including premium designer collections to Indian consumers.”
To match up with the festive fervour in the country, the entire Indian e-commerce industry players were seen rehashing their sales and marketing approaches. While all portals were seen enhancing their stocks, major marketing and advertising initiatives were seen by websites such as OLX and Flipkart.
While the initiatives did not manage to stir up the expected traffic, the numbers were a lot better than same time last year. According to a report by IAMAI (Internet & Mobile Association of India), in September 2013 the sale of branded apparel reached to 9.85 million from 5.99 million to same time last year. Similarly, designer labels, mobiles, footwear and books witnessed significant growth.
A partnership with BIBA should work out well for the portal as not only consumers are now more attracted to known brands, but also because it gets an opportunity to attract BIBA loyalists.
Myntra, also claims to host “exclusively” Indian actor Salman Khan’s merchandise range “Being Human” that relates to a social organisation run by him, by the same name.
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The post Myntra ropes in designer Rohit Bal to battle e-commerce competition appeared first on E27.
