Global fashion brands chalk out ecommerce plans

With the response online fashion portals are getting from Indian customers, global fashion labels present in the country are chalking out strategies to go online. They are looking at ways to tackle competition from marketplace models.

Brands like Mango, Forever21 and Mothercare that are retailed under DLF Brands, are also exploring options to launch e-commerce site offering products under categories such as women’s wear, kids’ wear and so on. The company aims to strongly establish its web platform so that it can offer similar customer experience offered by popular marketplaces such as Snapdeal and Flipkart.

Labels like Mango and Lacoste are contemplating whether to partner third party ecommerce platforms or extend their global portal to the country. The big names from the world of luxury have kept themselves away from online stores in India to avoid duplication of products and deep discount strategies. However, some like Swarovski, Brooks Brothers, Furla and Armani are now ready to go online to capture the customers, now increasingly logging onto online platforms to fulfill their shopping needs.