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Now, an app for flash sale

04
Aug '15

Another online fashion brand has jumped into the mobile apps bandwagon. Fashionara.com, a leading e-fashion mall, has announced its next step in the world of m-commerce by launching its new mobile app. Available for Android, this is the first Indian fashion app that has been designed specifically keeping the flash sale model in mind, the company said in a press release. The IOS version is going to be launched in next two weeks.

Using the app, consumers can now shop from various 'sale events', which include deep discounts on some of the best-known domestic and international brands. Each event is formulated based on the availability of such products for a limited time. Some of the brands that can be bought on Fashionara under these events include Red Tape, Von Dutch, Biba, Clarks, Twillory, Puma, Levis and many more.

Arun Sirdeshmukh, co-founder and CEO, Fashionara, said “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. The team has put in a lot of efforts to design the app based on events format that we follow on our website. A Fashionara customer will find the app very familiar and new customers will also find it extremely intuitive and easy to navigate. We are already receiving 45 per cent of transaction through the app and expect it to reach 60 per cent of our sales in the next 3 to 6 months.”

But that doesn't mean that customers won't be able to use their desktops and mobile phones for shopping. “We will not shut down our mobile or desktop website anytime soon as we believe it is important to give the flexibility and choice of medium to the customers instead of forcing them to shop a certain way”, Sirdeshmukh said.

India is the second largest smartphone market globally, is expected to have a smartphone user base of over 650 million in the next four years, according to a study by Cisco. According to a report by the Internet & Mobile Association of India (IAMAI) and IMRB International, there were 173 million mobile internet users in India in December 2014. It is expected to reach 213 million by June this year on the back of growing smartphone penetration.

Darpan Munjal, co-founder, Fashionara, said “We are planning to make significant level of investment in the mobile app shopping experience. We launch around 100 interesting sale events every week, and we see a great opportunity to keep our customers informed about the new sale events via the mobile App. We are also seeing very positive results by personalizing the shopping experience of our users based on their activity in the App.” (SH)

Fibre2Fashion News Desk – India

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