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.
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.