Foreign fashion labels adopt ecommerce route for India debut

Despite the government allowing 100 per cent FDI in single-brand retail, many foreign fashion brands, are tying up with leading e-tailers to enter the country. Dorothy Perkins, a UK-based fast fashion brand is the most recent example, which has exclusively partnered with Jabong.com. Jabong, backed by the German internet incubator Rocket Internet, is also selling Miss Selfridge in India. American lifestyle clothing retailer Gap Inc is in the process of finalising a deal with e-commerce player Myntra to launch its online store in India. This discussion is running parallel with Gaps plans to rope in Arvind Brands as its local partner for offline retail here. And domestic lifestyle e-tailer Koovs launched the British youth fashion brand New Look recently in India.

Many Indian portals are keen to tie-up with global big brands to bring them to domestic audiences. This ups the portals popularity among fashion and brand conscious customers. While keeping prices under check to attract customers is a task, companies try to arrive this through attractive discounts. Prices of Dorothy Perkins and Miss Selfridges, which include womens western wear and accessories such as handbags and footwear.