Amazon India has opened its standalone Fashion Imaging Studio in Gurgaon, in a bid to expand its fashion ecommerce market in the country. This is Amazon’s third such studio globally, after New York and London. The studio or Center for Creative Excellence – as Amazon likes to call it – will help the company collaborate with fashion brands in India and produce images for its fashion merchandise such as apparels, shoes, jewellery, handbags, luggage, and watches.

The studio has digital imaging facility and 16 individual photography bays, editorial suites, video editing facilities and creative spaces. This will ensure better display and presentation of fashion products on the platform.

Amazon claims to have added close to 50 fashion brands in 2017, including brands such as Under Armour, Steve Madden Jewelry, Marks & Spencer, Forever 21, Forever New, French Connection, Emporio Armani, and Versus by Versace among others.

Amazon fashion

Amazon had forayed into the fashion category with a jewelry & watches store in September 2013. Followed by, women’s ethnic wear store in April 2014. In same year, Amazon India expanded its fashion portfolio by introducing menswear on the platform. In September 2016, Amazon India had launched its first private label fashion brand in the country called Symbol.

Competition: Amazon competes with Flipkart, Flipkart-owned Myntra, Koovs, TataCLiQ, Voonik, Abof, Reliance Jio’s Ajio, and others.

Recent developments at Amazon India

-The studio launch comes ahead of festive season, when e-commerce players are expecting huge sales across categories including fashion. This month, Amazon also opened its 41st fulfilment centre (FC) in Hyderabad as it increases its capacity for the season.

– Citing the onset of the festive season, Amazon recently said that it was giving its delivery network a shot in the arm in places like Leh-Ladakh, Lakshadweep, as well as various parts of East & North-East India, where the e-commerce giant doesn’t have a significant distribution footprint.

– In July, Amazon had infused further Rs 1680 crore into Amazon Seller Services Pvt. Ltd. (Amazon’s India unit), which was part of the $3 billion the company committed to infuse into its India unit in June last year.