It was a partnership waiting to happen. On one side was India’s largest chain of fashion department stores, Shoppers Stop. And on the other was, well, Amazon.
One was the pioneer of modern fashion retail in India. And the other was, well, Amazon.
One needed the scale, understanding and tactics to become an “omni-channel” retailer (retailers selling through multiple touch points both online and offline). The other, well, Amazon, wanted a better understanding of India’s fashion market. In fashion, Amazon was a laggard behind Walmart-owned Flipkart, which ran circles around it using three distinct brands and operations—Flipkart fashion, Myntra, and Jabong.