On Ajio, Reliance Retail's private labels outperform major fashion brands

18th September 2021, Mumbai:

Avaasa Mix N Match, Teamspirit, DNMX, and Netplay, all Reliance Retail private brands, are four of the top five selling brands on Ajio this year. It exemplifies Reliance Retail's approach of promoting its own private brands through a variety of platforms.

According to a media source, Puma was the only non-domestic brand in the top five. Interestingly, the top five brands during Ajio's Big Bold Sales in July were the same.

Reliance Retail's private labels account for over half of the top 30 brands now offered on Ajio and have frequently outsold prominent national and worldwide brands like Puma, Nike, Levi's, Superdry, Adidas, and US Polo on the country's largest retailer's e-commerce platform.

Ajio is quickly establishing itself as a serious competitor to Myntra in the online fashion market, with a focus on its own private labels as well as Indian and international fashion clothing and lifestyle brands.

“Private brands may be interpreted as the mainstay of Ajio, as it is for nearly other fashion vertical sites,” according to industry knowledgeable sources.

Primarily because the product can be given according to consumer expectations across all components of the marketing mix, particularly in the internet realm where real-time data on customer expectations is available.” This elicited no response from Ajio.

Ajio is quickly establishing itself as a serious competitor to Myntra in the online fashion market, with a focus on its own private labels as well as Indian and international fashion clothing and lifestyle brands. In India, Reliance Brands also sells international brands like Superdry, Armani Exchange, Gas, and Steve Madden, among others.

These are also among Ajio's best-selling brands. Experts think that online merchants have a lot of data on what is selling in terms of patterns, colors, and sizes, among other characteristics, and that online platforms utilize this data to develop their own lines with more competitive prices to entice customers.

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