Amazon opens state-of-the-art fashion imaging studio in India

Amazon opens state-of-the-art fashion imaging studio in India

Friday September 15, 2017,

3 min Read

Fashion was Amazon India’s fastest growing category in 2016 and the e-commerce giant is seeking to turbo-charge its growth by enhancing the online shopping experience.

Amazon India on Wednesday formally launched its fashion imaging studio in Gurugram, its first in India and the third globally after New York and London, as part of its efforts to enhance the online shopping experience for the customer.

Called BLINK, the studio is spread over 44,000 sq.ft and has 16 individual high-tech photography bays, apart from a large editorial suite, video editing facilities and creative spaces.

The state-of-the-art digital imaging facility has been established as a centre of excellence, and will enable Amazon Fashion, the fashion arm of the global e-commerce giant, to creatively collaborate with fashion brands and partners to produce high quality images of a quarter million fashion merchandise every year.

Amazon Fashion allows its customers to browse more than two million fashion products from specially curated stores for apparel, shoes, jewellery, handbags, luggage, and watches.

“At Amazon, we are always thinking about how we will raise the bar, how we will redefine the way the customer discovers, engages with, and shops for fashion online. All of our efforts we’ve made for this studio in terms of technology, scale and talent are designed to deliver high-quality imagery that inspires and educates our customers,” Arun Sirdeshmukh, Head, Amazon Fashion India, said in a statement.

The global e-commerce marketplace is constantly exploring new innovations in technology to enhance the customer experience online. In addition to providing customers with an intuitive search and browse experience, Amazon Fashion allows customers to shop seamlessly for their favorite brands using the ‘Top Brands’ filter. Recently, it also launched an ‘auto-exchange’ feature for seamless returns.

“With this studio, we will continue to strengthen our relationships across the entire industry – with brands, designers and creative talent. This is part of our plan to innovate in how fashion is displayed on the site and be the best possible place for fashion brands to present themselves online,” Arun said.

Disrupting the Indian fashion market

 Since the start of 2017, Amazon Fashion has added close to 50 top fashion brands to its offerings including iconic fashion brands that debuted in India like Under Armour, Steve Madden Jewelry, Juicy Couture Watches and many more. Its growing selection includes Marks & Spencer, New Balance, Forever 21, Forever New, French Connection, Calvin Klein, Mothercare, watches from Michael Kors, Emporio Armani, Versus by Versace, and more.

Ritesh Mishra, Head of Buying and Merchandising, Marks & Spencer, India said, “Our association with Amazon Fashion allows us to reach a wide customer base across India. With an offering of over 1,500 styles on, we are able to make it even more convenient for customers to shop for our quality clothing collections in India. The launch of the Amazon Fashion studio is really exciting and we looking forward to showcasing more of our latest styles and outfit ideas”.

Amazon is seeking to build the most customer-centric online destination for customers to find and discover virtually anything they want online by giving them more of what they want – vast selection, low prices, fast and reliable delivery, and a trusted and convenient experience.

Amazon’s strong focus on fashion since its launch in India in 2013 has started yielding results. According to data from Counterpoint Research, fashion was Amazon India’s fastest growing category, with 78 percent growth in 2016 over the previous year.