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Amazon Ties Up With Abof

Bhanu Prakash

   

The war for Supremacy in the fashion segment seems to have reached a new level. Currently, Flipkart’s led Jabong and Myntra, is having major market share in the lucrative fashion segment.Amazon over the last few months is pulling all stops to rope in all the major fashion players to list their products at Amazon. The latest addition to the list is Aditya Birla Led Abof.

If you recollect, Earlier, Aditya Birla Group had lost its bid to takeover Jabong but it had lost it to Flipkart which acquired Jabong by spending 470 Crores. 

Amazon plans to add this brand to their Annual mega festival sale titled Great Indian Sale which starts from 1st Oct – 5th Oct to compete with Flipkart and Snapdeal which have announced similar sale at the same time.

Amazon has already tied-up with other fashion retailers including pantaloon and Madhura Garments. It had also started its own fashion brand Symbol.

Although Abof is backed by the Aditya Birla Group it had failed to make any real impact in the fashion segment as far as e-commerce space is concerned. And now with the tie-up with Amazon, it looks to make a turnaround and hopes to cater to a wider audience since Amazon has a wider reach.

Furthermore, Abof continues to sell their products on their own websites as well and might consider working with other e-commerce websites.Amazon which is aggressive in marketing and is holding talks with many other fashion retailers to get them on board in order to consolidate number one position in the billion dollar fashion segment.

Amazon is already spending a lot of money for marketing in major media outlets including newspaper, television, radio and the internet. It also has tied up with major movie production houses that are planning to release their movie during the month of October.

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