Flipkart and Max Fashion partner to tap the upcoming festive season

Through this deal, Max Fashion will get wider market access and make its products such as accessories, footwear, womenswear, menswear and kids wear, available in newer geographies and pin codes

In preparation for the upcoming festive season, Flipkart has partnered with Max Fashion, the retailer known for its strong presence across various fashion verticals. Walmart-owned Flipkart is gearing up to conduct its flagship festive sale event Big Billion Days next month. With a strong presence across fashion verticals, Max is the single largest player in India with over 375 stores in 130 cities across the country. It sells more than 100 million garments through its wide omnichannel presence. 

Through this partnership, Max Fashion will be able to get wider market access and make its products across categories including accessories, footwear, womenswear, menswear, and kids wear, available in newer geographies and pin codes. The Max Fashion store on Flipkart will have more than 13,000 new styles. 

This partnership with Flipkart enables Max to further democratise fashion by enabling the brand to reach out to a wider array of shoppers through Flipkart’s reach in smaller towns and cities. This partnership is also aligned to Flipkart’s priority to continuously expand its fashion portfolio and make the latest trends accessible to consumers across Bharat.

“Max Fashion is the single largest fashion brand in India operating across both omni-channel as well as online space. To reach as many customers as possible, we have been rapidly growing, both our retail store footprint as well as our online presence,” said Shital Mehta, CEO, Max Fashion India and managing director, Lifestyle International Pvt. Ltd.  “This partnership with Flipkart is the next step in this direction. This enables us to expand our presence and reach the next 200 million customers who live in tier-2 and tier-3 cities and provide them access to our amazing fashion at unbelievable prices,” he said.

Flipkart said with an increasing number of shoppers seeking a convenient shopping experience with a focus on affordable fashion, the collaboration between the two brands will bring value to millions of consumers. Max Fashion on Flipkart, is one of the partnerships this year for the e-commerce firm.

“We will continue to bridge the gap between customers in metros and Tier 2 regions, where customers are seeking the best of current fashion trends, but have limited access from a selection, range and affordability perspective,” said Nishit Garg, vice president, Flipkart Fashion. “We believe in collaborating with the best in the industry and this partnership with Max Fashion will help bring enormous value through a wide selection, range and quality fashion products.”

Analysts said that fashion is a $100 billion market in the country with only 6 per cent having been penetrated by the online retail players. Due to the Covid-19 pandemic, offline retail recovery is still weak as consumers are apprehensive about visiting high human touchpoint areas like malls and retail outlets. According to a report by research firm RedSeer Consulting, organised retail had been massively hit. While there would be some recovery, it is not expected to fully recover by the festive period and some of the share will go to online platforms. The report said the fashion category is expected to do well during the festive season due to its relatively slow recovery rates post lockdown. This is coupled with activities and social gatherings increasing and aggressive discounts from platforms.