Reliance's AJIO sale event displays tier 2, 3 markets' big, bold influence in India's fashion landscape
Reliance Retail's style e-tailer AJIO stated its flagship sale occasion, the 'Big Bold Sale' (BBS), attained its "biggest-ever" edition, where half of the total orders came from tier 2 and 3 markets. Consumers spent 1200+ million minutes shopping on the AJIO platform. The order volume experienced an impressive 40% spike compared to the before summer edition, with the summer collection obtaining exceptional demand.
Brands such as Buda Jeans Co., GAP, and Marks & Spencer emerged as customer favorites. The Sneakerhood Store on AJIO also witnessed significant traction, reflecting the rising trend of sneaker culture among Indian consumers. In fact, more than 600,000 sneakers were sold during the sale. One of the most notable aspects of the AJIO BBS '23 edition was the growing shopping sentiment observed in smaller cities and towns. Approximately 50% of the total orders originated from tier 2 and 3 markets. More than 500,000 first-time shoppers were from non-metro areas.
Vineeth Nair, CEO of AJIO, said, "It is encouraging to see the growing uptick from the non-metros during the shopping season, with almost half of the total orders coming from smaller towns and cities of the country. With over 1.5 million customers shopping more than once during the sale and 40% growth in overall order volume over last summer edition, we delighted customers with an unparalleled shopping experience."
On an average, customers purchased 160 T-shirts and 100 pairs of jeans every minute, emphasizing the demand for trendy casual wear. Additionally, traffic on the AJIO platform surged by an impressive 50% compared to the previous summer edition of the sale.
The men's and women's western wear category observed an extraordinary cumulative rise of 150% compared to the last summer edition, with brands like The Indian Garage Co., Buda Jeans Co., The Bear House, GAP, M&S, Fyre Rose, and Vero Moda leading the way. As the sale took place during the summer season, consumers showed a strong preference for over 600,000 sundresses. Among the metro cities, Bengaluru emerged as the top shopper, while Mysuru and Karnal claimed the top spots among non-metro areas, showcasing their enthusiasm for the Big Bold Sale.
Brands such as Buda Jeans Co., GAP, and Marks & Spencer emerged as customer favorites. The Sneakerhood Store on AJIO also witnessed significant traction, reflecting the rising trend of sneaker culture among Indian consumers. In fact, more than 600,000 sneakers were sold during the sale. One of the most notable aspects of the AJIO BBS '23 edition was the growing shopping sentiment observed in smaller cities and towns. Approximately 50% of the total orders originated from tier 2 and 3 markets. More than 500,000 first-time shoppers were from non-metro areas.
Vineeth Nair, CEO of AJIO, said, "It is encouraging to see the growing uptick from the non-metros during the shopping season, with almost half of the total orders coming from smaller towns and cities of the country. With over 1.5 million customers shopping more than once during the sale and 40% growth in overall order volume over last summer edition, we delighted customers with an unparalleled shopping experience."
On an average, customers purchased 160 T-shirts and 100 pairs of jeans every minute, emphasizing the demand for trendy casual wear. Additionally, traffic on the AJIO platform surged by an impressive 50% compared to the previous summer edition of the sale.
The men's and women's western wear category observed an extraordinary cumulative rise of 150% compared to the last summer edition, with brands like The Indian Garage Co., Buda Jeans Co., The Bear House, GAP, M&S, Fyre Rose, and Vero Moda leading the way. As the sale took place during the summer season, consumers showed a strong preference for over 600,000 sundresses. Among the metro cities, Bengaluru emerged as the top shopper, while Mysuru and Karnal claimed the top spots among non-metro areas, showcasing their enthusiasm for the Big Bold Sale.
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