As a New Year treat, Flipkart re-launches its fashion category for its customers

Flipkart, one of India's e-commerce fashion destinations has re-launched its core fashion category by including a wider range of outfits, specially curated by over 100 fashion consultants, to differentiate the shopping experience of its customers and maintain leadership over rival Amazon.

The e-tailer says it will tie up with brands, celebrities, TV channels and Bollywood movies and build stores accordingly as it feels customers are influenced by celebrities when it comes to fashion.

Rishi Vasudev, Vice-president, Flipkart, said, "Our data suggests that people (searching for fashion) are influenced mainly by celebrities, Bollywood, Hollywood, friends and brands. The revamped section will see the selection presented in this form."

The company has put in place a team of 100 style consultants, who will help curate outfits based on searches made by customers. However, the company clarified that any seller can list on the marketplace as it is only the presentation that will change.

The move is also in line with Flipkart's core strategy of focusing more on increasing listings by sellers, particularly the smaller long-tail merchants, where Amazon India currently has an edge.

Kalyan Krishnamurthy, a former interim CFO and the head of category management, said, "The thinking is that we should build all categories based on our fundamental capabilities."