Flipkart’s EOSS this year was about the come-back of fashion: Abhishek Maloo

Tell us about new technology solutions, including the live commerce feature launched in the Flipkart app during the recently concluded End of Season Sale (EOSS).

Technology has played a crucial role in transforming consumers’ online shopping experience. This year we launched 24×7 live commerce to offer our customers a personalized experience and give them plenty of choice when refreshing their wardrobe.

This live stream commerce feature saw sellers, brands, celebrities, influencers and customers interact in real-time. Participating brands, sellers and celebrities co-hosted a series of live sessions that regularly featured a wide range of time-bound offers and allowed customers to interact in real-time through likes, comments and reactions. The initiative garnered over 100 hours of engagement through live and video trading, which is a testament to its appeal to customers.

What are the highlights of your collaborations with brands – can you tell us about the type of brands that have come along, including some unique ones?

India’s young customers are value-conscious but always on the lookout for the latest fashion trends. This edition of the season’s sale was attended by nearly 2,00,000 fashion and lifestyle sellers offering over 10,000 brands and more than 10,000 styles of fashion, beauty and lifestyle products.

This included a massive collection from some of the best native D2C brands such as Being Human, Ruf & Tuf, Campus, Cultsport, Urbanic, Hershienbox and Mokobara, Fubar, AAdi, Krassa and The Kapas; ethnic clothing brands like Libas, Biba, MAX and activewear brands like Nike, PUMA, Adidas, HRX, Fastrack. Brands such as Peter England, Blackberrys, Arrow and Woodland were also represented in the formalwear selection and Allen Solly, Jack and Jones and Crocs were represented in the childrenswear department.

What are the EOSS takeaways? How have you integrated your observations of post-pandemic consumer behavior into Flipkart’s operations?

India’s fashion industry is experiencing greater resilience on renewed consumer enthusiasm. More and more ambitious consumers looking for quality, value and choice are shopping online for their fashion and lifestyle needs. Millions of first-time online shoppers are exploring the e-commerce platform.

Customers looking to refresh their wardrobe shop across a variety of categories including athletic wear, formal wear, ethnic wear, travel and lifestyle accessories, and footwear. As customers prioritize their health and fitness, there is increased traction for “comfort” clothing such as shoes and t-shirts.

Which cities or states saw the highest volume of purchases during EOSS and what did they buy this season?

This year’s EOSS was in the spirit of fashion’s comeback as we witnessed a resurgence in consumption and a drastic increase in engagement following the pandemic. Customers in cities such as Bengaluru, Kolkata, New Delhi, Mumbai, Pune, Guwahati and Muzaffarpur saw the highest engagement.

We also saw a strong response from Karnataka, Uttar Pradesh and Maharashtra, followed by Bihar and West Bengal. Another interesting trend we saw was that fitness and health products became the priority purchases for consumers, with sporting goods such as running, fitness, badminton and cricket shoes accounting for over 70% of purchases.

In fact, the most searched keyword this season was shoes. Similarly, western clothing saw increased demand, with men’s casual t-shirts and formal wear picking up, while women favored ethnic wear and saris as the new go-to. We’ve also witnessed some unique trends with the approaching monsoon and increase in travel, raincoats, backpacks, handbags, suitcases and duffel bags seeing increased traction. There has also been an increased demand for uniforms, badges and black shoes as children across the country go back to school. Black was the best-selling color with over 16,000 units sold.

We observed a shift in consumer buying behavior towards more sportswear, with this category accounting for the highest share of the demand pie. As people continue to spend longer periods at home, comfortable clothing has emerged as a priority and preference for most.

Tell us about the TVC starring Alia Bhatt to promote the end of season sale. What is the core of Flipkart’s marketing strategy for EOSS and beyond for the brand as a whole?

It is our commitment to bring the latest fashion to millions of customers across the country. Our vision was to reach every nook and cranny of the country with the EOSS offerings and who better to support that than crowd pleaser Alia Bhatt.

EOSS is another step to strengthen the value fashion segment and make the latest trends accessible to every single consumer across the country. Alia Bhatt’s personality was a perfect fit for this country’s burgeoning youth, as the TVC series reflected. We also onboarded prominent influencers like Gauhar Khan, Mithila Palkar, Karan Thaker, Sanaya Irani, Surbhi Jyoti and more.

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