The Amazon Fashion has witnessed an incredible increase in lingerie shopping in tier-2 and tier-3 cities. Interestingly, some of the international brands have experienced a significant demand from tier-2 and tier-3 cities over metros. For 2017, sales in terms of units coming from tier 2/3 cities have contributed over 50 per cent of the total lingerie sales.
Brands like Marks & Spencer, Jockey and Enamor perform better even when offered on non-discounted rates, suggesting that customers are not hesitant to buy right products. Jockey has also seen a rise of 13X growth in daily sales in 2017 from 2015 since the introduction on Amazon.in. Amante and Enamor have also grown over 5.5times in 2017.
Amazon Fashion has also added new visibility feature, launched as self-service stores for specific brands, which further helps customers find new trends on Amazon Fashion effortlessly. “This has led to the growth of over 150% in sale of lingerie in the festive months of 2017 over last year’s festive sales,” the press release stated.
Amazon Fashion’s bestselling categories within the lingerie segments are inner-wears and nightwear, followed by a significant growth in the athleisure vertical.