Churidars, Anarkali suits the hottest fashion trends on Jabong this Durga Puja


Ethnic and casual wear sales on Jabong went up by 150% in Eastern India during the festival season

NewZNew (National) : Online fashion retailer Jabong has witnessed a 150% jump in sales of its ethnic and casual wear in eastern India during Durga Puja, including kurta, dresses, sarees and casual shirts. Especially, the sales of churidaar kameez dupatta, Anarkali suits and tunics recorded an 80% increase on Jabong during this period. Jabong clocked an overall 70% growth in womenswear and 50% in menswear categories during Durgotsav – the East’s largest five-day festival that started on October 18. Jabong is part of the Global Fashion Group (GFG), the world’s leading fashion group for emerging markets that operates in 28 countries.

image002“As India’s favorite fashion destination, Jabong keeps a pulse on what our customers love. Based on the analytics data of their shopping preferences in recent years, we curated an assortment of the most happening festive trends that we showcased on a dedicated page for eastern India. This customer-centric approach helped us register a 30% increase in our overall revenues from the East during this period. The average transaction values also went up by a similar percentile, while the direct traffic on our website and app has gone up by 18%,” said Mr. Nils Chrestin, Interim CEO at Jabong, and the Group CFO of Global Fashion Group.

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The campaign ran for over two weeks in east, including Kolkata, Guwahati and Bhubaneswar. “The grandeur of Durga Puja gave us the opportunity to provide our customers an added incentive to celebrate freedom and victory of good over evil which is synonymous to the core message of our ‘be you’ campaign,” added Mr. Chrestin.

At a national level, the preview sales of the latest Autumn-Winter 2015 collection of Alia Bhatt for Jabong nearly doubled to break the last year’s record. Jabong also registered a 300% increase in the very first month of exclusively launching British high street fashion labels, TOPMAN and TOPSHOP, in India. These add to Jabong’s existing portfolio of top international fashion brands such as Dorothy Perkins, Miss Selfridge, River Island, Sisters’ Point, Burton, G Star Raw, Miss Bennett London, Tom Tailor and Bugatti Shoes. Bollywood diva Ileana d’Cruz was the showstopper at the launch of Jabong’s in-house ethnic label Sangria at the Lakme Fashion Week, while Arjun Rampal walked the ramp for Jabong to launch Bugatti shoes in India.   


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