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 cocreated 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. Brands may like the idea because of Flipkart’s reach, something that may not be possible to build with their own virtual stores. Flipkart’s creation of a brand store will be directly indexed to the number of searches, visits, and transactions of a particular brand. “The concept is very similar to shop-in-shop formats that you see in an offline retail store. And one could move to a monetization model where the brand is paying for the visibility, like is the case offline,” added Biswas.
TOI had reported last month that American lifestyle clothing retailer Gap was finalizing a deal with e-commerce portal Myntra to launch its online store in India.
Fashion lifestyle as an etailing category is clocking growth in excess of 100%, with players like Snapdeal expecting to hit Rs 1,000 crore in fashion revenue by the end of this year.
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