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In the fashion retail industry, the transition from offline to online however was relatively nascent. While books and consumer appliances were the preferred products bought online, it was in 2013 that Flipkart officially forayed into the online apparel business, with an advertisement tagline – ‘Fashion has a new address.’ It was in the very same year that Amazon too made its debut into fashion and lifestyle with the launch of fashion jewelry and watches. Soon after, other stalwarts of the Indian retail sector also spotted this trend and hence, we see big names like the Aditya Birla Group, Reliance, Arvind Mills, Tata, Vardhaman Group, Raymonds among others, joining the bandwagon. The niche startups include Snapdeal, HomeShop18, Jabong, Voonik, among others also created disruption with their product variety, service delivery and design innovation. Collectively these players started to open up significant opportunities for themselves and for their buyers. Needless to mention then that the online fashion market started gaining traction much to the apprehension of many who thought that Indian shopaholics who love the touch, feel and fits of their favorite piece of garment, may dissuade from buying online garment. However, miraculously Indian online apparel sites managed to break this barrier to become the fastest growing category in ecommerce. Online Apparel: The Fastest Growing Category The growth of online fashion sites is backed by strong smartphone penetration, improved logistics infrastructure, easy payment gateways, and above all, digitally enthusiastic online shoppers. In a country where 64 percent of the total population falls in the working age group [It is also this age group that is fashion conscious, looking for a good mix of ethnic and corporate dressing] and at the same time, uses the mobile and the internet to make purchases – the fashion etailers are playing their cards right. As Usha Seetharam, a corporate trainer and a shopaholic comments, “Most young office goers like us are struggling for time.

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