Online fashion lifestyle brand Fashionara.com has announced the launch of its android app for flash sales of the brands listed on its platform. The company plans to launch iOS version in coming weeks.
It is to be noted that, online fashion retailer Fashionara shifted to a flash sales model recently, in a bid to differentiate from bigger rivals. The company had experimented with this model late last year and now has completely moved to the flash model offering daily sales at a discount of 40% and 70%.
Not undermining the smartphone penetration, Fashionara has taken the mcommerce route by launching its mobile app. According to a Cisco study, India is the second largest smartphone market globally and is expected to have a smartphone user base of over 650 million in the next four years.
Fashionara claims that this is the first Indian fashion app that has been designed specifically keeping the flash sale model in mind. Through this the consumers will be able to shop from various brands including Red Tape, Von Dutch, Biba, Clarks, Twillory, Puma, Levis etc in specific duration.
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Arun Sirdeshmukh, Co-Founder and CEO, Fashionara, said, “We have witnessed a swift rise from 20% to 40% in the number of people shopping from our mobile website. This is what made us decide to come up with a mobile app. Unlike any other fashion app in the country, we wanted ours to be based on the ‘flash sales’ concept, a model that has worked extremely well for us in the past few months. A Fashionara app is made extremely intuitive and easy to navigate. We are already receiving 45% of transaction through the app and expect it to reach 60% of our sales in the next 3 to 6 months.”
The company however is no frame of mind to shut down its mobile or desktop site anytime soon.
Fashionara aims to launch around 100 sale events every week and personalizing the shopping experience of users based on their activity in the app.
As per a research by Morgan Stanley, India’s online retail market is expected to cross $100 Bn mark by 2020 with fashion expected to account for about 30% of the total market. With these figures soaring high every fashion brand is trying to impact consumer’s brain with varied strategies.
Fashionara had recently introduced Flea Bazaar, which is an online marketplace that brings together a curated collection of the best off-beat, eclectic products from select sellers and boutiques across the country. It also entered the home-furnishing market with the launch of 36 brands, 7500 products across 7 new categories.
However, Fashionara operates in the most cluttered ecommerce space with big players like Flipkart, Amazon, Jabong and Myntra. The market though does not seem to take rest here. It has few more players like Voonik, Purplle, Koovs and others who are in the league.
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