A study of Aditya Birla online fashion

Abstract

The online fashion retail industry in India has become extremely competitive due to very little differentiation in terms of offerings, heavy discounting and consolidation of some of the major players like Jabong and Myntra. Abof had initially decided not to offer discounts but rely on its curated collection to attract customers. However, failing to do so, Abof was forced to start discounting on its products. To succeed in this market, Abof needs to differentiate itself from other players and the 3D trial room can play a major role in that. It is an excitement feature for which the customer does not have to pay extra and thus has huge potential. It has already gained a positive reaction from the customers, though a few concerns still remain. Abof should focus on modifying and improving the value proposition of the 3D trial room to make it more attractive to the customers and market the same aggressively.