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Myx is Amazon India’s second in-house fashion brand BRANDS 

Myx is Amazon India’s second in-house fashion brand

Amazon India has launched its second in-house fashion brand Myx, an ethnic womenswear label, a couple of months after launching menswear brand Symbol. Myx has been introduced in a bid to boost the e-commerce marketplace’s sales in the fashion segment, which is currently dominated by Myntra, a fashion e-commerce website owned by Flipkart.

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Amazon India is eight weeks into launching its private fashion label and early customer offtake has been good, Arun Sirdeshmukh, Amazon fashion – India head, told a leading daily. He also said that the fashion category is one the largest categories and is right at the top in terms of units.

Flipkart-owned Myntra gets close to 25 per cent of total revenue from its private label brands. Myntra, Flipkart and Jabong (which has recently been bought by Flipkart) have a collective market share of 55 per cent in the Indian online fashion segment.

Multiple reports have predicted that fashion will be the top category in India by the year 2020. It is already one of the top three selling categories in a majority of horizontal marketplaces, according to a Google-AT Kearney report. (KD)

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