After launching Mentronaut and Divastri, Flipkart has now launched its third private label in the fashion category — Anmi. This fashion label will offer women shoppers a range of contemporary ethnic wear.
This also marks the sixth in-house brand that Flipkart has launched in this year. With Anmi, the company is targeting 20-25-year-old urban women.
The company says that Anmi is a complete data designed brand conceptualised on basis of collected data points such as desired colors, styles, fits, patterns, among others.
Flipkart claims that it has seen 40 percent growth in the sale of ethnic wear this year during the festive season. With an increased women shopper base this year, this portfolio is contributing to more than 60 percent of the overall women’s clothing in this festive shopping period.
Rishi Vasudev, Head- Fashion, Flipkart, said,
With the ongoing festive season, it’s the time of the year when a majority of Indian shoppers scout for trendy ethnic-wear options that are stylish yet easy on the pocket. Flipkart has seen a 40% growth in the sale of ethnic wear this year during the festive season. While ethnic clothing for women has always been Flipkart’s forte, with an increased women shopper base this year, this portfolio is contributing to more than 60% of the overall women’s clothing in this festive shopping period.
All Anmi products have successfully surpassed quality related issues like piling, color bleeding, garment construction, seam slippage etc., as per the company’s claims.
Flipkart has been betting on its private label game since quite some time, mainly because of better margins and control over the product and user experience.