Amazon replaces Wills Lifestyle as India Fashion Week title sponsor

Replacing its long-standing partner sponsor Wills Lifestyle, Fashion Design Council of India (FDCI) has brought on board American e-commerce giant Amazon’s India arm as the title sponsor of the India Fashion Week. E-commerce companies seem to be leaving no avenue vacant for fashion brands and physical retailers to strengthen positioning among their online as well as offline rivals.

Amazon India has already announced aggressive plans to grow its high fashion business to give tough competition to leading fashion platforms such as Myntra, Jabong and Snapdeal. To be titled Amazon India Fashion Week, the e-commerce major is expected to pump in good Rs 100 crores for a multi-year association with the fashion extravaganza.

However, this is not for the first time that an online player is associated with the fashion event. While Delhi-based Snapdeal is an associate sponsor of the Bangalore Fashion Week, another big fashion e-tailer Jabong is an associate sponsor of Lakme Fashion Week.

In its second year of India operations, Amazon India has made in-roads into the Tier II and Tier III towns emerging as the first choice of customers shopping online. It was also able to increase response from mobile application which increased almost 50 percent during the year.