- Simone Preuss |
After fashion studios in London and Amsterdam, online giant Amazon decided on India as the third location for its state-of-the-art Blink fashion studio. It will provide high-quality images and videos to fashion sellers associated with the online retailer and is an extension of Amazon's imaging and cataloguing services that helps retailers with product photography at an economical price.
The new 44,000 square foot studio is located in financial and IT hub Gurgaon, just southwest of New Delhi. The opening coincides with the Amazon Great Indian Festival Sale, which is scheduled to be held from September 21-24. The fashion studio is also expected to increase the sellers' reach to a wider audience during the festive season, which begins with the nine-day Navratri celebrations on 21st September, culminates in Dussera on 30th September and Diwali, the festival of lights, on 19th October, interspersed with the wedding season and ending in Christmas on 25th December and New Year's eve celebrations on 31st December.
“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," said Arun Sirdeshmukh, head, Amazon Fashion India, in a statement.
Part of the studio are 16 photography bays, a ramp, a presentation area and workspaces, which will allow the fashion brand partners to create and edit images and videos and develop creative content with assistance from Amazon. Brands can rent the studio and present their latest styles and innovative ideas, launch new collections and market their creations through fashion shows and other events.
“We have photographers, models, stylists, video editors and other resources. We are constantly looking at new ways of collaboration," added Sirdeshmukh. “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.”
The new studio was inaugurated with a launch party on 13th September, which saw leading designers Varun Bahl, Tarun Tahiliani, Suneet Varma, Nikhil Mehra and JJ Valaya in attendance, as well as supermodels Sonalika Sahay, Shashi Bangira and Madhulika Sharma.
Since the beginning of the year, Amazon Fashion has added close to 50 top fashion brands to its offerings, including fashion brands that debuted in India like Under Armour, Steve Madden Jewelry and Juicy Couture Watches. Its growing selection includes Marks & Spencer, New Balance, Forever 21, Forever New, French Connection, Calvin Klein, Mothercare, Emporio Armani, Versus by Versace and more.Photo: Amazon Facebook