This has a direct impact on conversion rates.” Amazon is also building specially curated stores such as Crafted in India and the India Modern Store along with stores for denim, formal shoes, premium handbags, and casual T-shirts for better discoverability. Mayank Shivam, Category Leader, Amazon Fashion, says: “The right brands bubble up when we understand their intent is to shop a particular range or particular selection of brands.” In Myntra, artificial intelligence (AI) and machine learning provide personalisation. Myntra CTO Ajit Narayanan says, “We have massive data on consumer behaviour through social media. We have a rich glossary on fashion semantics, including colloquial terms. Using all of that, we can predict what the trends could be.” The machine sees details of every outfit — model, design, location of the customer — and accordingly shows the customer new collections from their favourite brands and same design in different brands. Market leaders in fashion e-commerce came up with their respective private labels long ago. Jabong has Sangria in ethnic wear, and Miss Bennett and Lara Karen among its western wear labels. Myntra has 11 private labels — Dressberry, Anouk, Roadster, and HRX among them. In fact, the focus on private labels is so strong that Myntra is set to open its first offline store, which is aimed at marketing rather than revenue. However, Arvind warns against an omni-channel strategy as it takes away the entire proposition of giving more choices to the consumer.
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