Bangalore, October, 2020.
Amazon Fashion in
association with DBS Lifestyle LLP, today announced the launch of RIVER (Season I)in India.RIVER is an affordable multi-designer
brand created in partnership with some of India’s most celebrated designers – JJ
Valaya, Ashish Soni, Manish Arora & Suneet Varma, offering ready to wear
every day essentials and occasion wear, available only on Amazon Fashion. RIVER which will be
sold by DBS lifestyle will enable customers to re-imagine their favourite designer labels in affordable
price points of INR 999/- to INR 9999/- on amazon.in.
The carefully curated
selection catering to both men and women, will allow customers to invest in
pieces that are not only affordable, but also impeccably crafted to introduce a
wonderful mix of the latest trends and everlasting classics. The launch accommodates
unique and regionally diverse needs and demands of customers in Tier 2 and 3
cities, making designer wear accessible to customers across 100% pin codes through the Amazon
fulfilled network.
Speaking on the
launch, Bhawnish and Divya Suri from DBS
remarked, “Over the past decade, DBS has continued to pioneer in the field of
design and now, we are delighted to partner with Amazon Fashion to launch RIVER. RIVER in essence is a brand that aims to celebrate the legacy of
celebrated Indian designers and will offer carefully curated capsule that tells
the most compelling story of their design evolution in an affordable format for
customers across India. Amazon’s entrepreneurial culture and
initiatives have always been aligned with our vision of transforming the way
India engages with fashion and this launch will help us not only get access to a
larger audience, but also empower DBS to do our part for the ‘Make in India’ initiative”.
The opportunity for designer
products at attractive price points have always been selection white spaces
with nil to poor physical retail access due to geographical and infrastructural
limitations pan country. Designers have been seeking the most trusted names to
partner with to build their business online, especially post the COVID 19
impact on retail and initiatives like RIVER
aim to make well-known and loved designers more affordable and accessible
to customers across the country, serving customers who aspire for designer wear
but currently face challenges of inaccessibility due to poor distribution and
high price points. Each season of RIVER will
bring forth a wonderful mix of the designers’ individual signature
styles in contemporary silhouettes.
“I am thrilled to announce the launch of RIVER on
Amazon Fashion. We have worked closely with our partner DBS lifestyle, to
ensure that customers across India can now access designer wear at affordable
prices. RIVER aims to celebrate the legacy of India’s finest designers,
bringing together a wonderful mix of the designers’ individual signature styles
in contemporary silhouettes, created especially to meet evolving needs of our
customers. RIVER reimagines designer wear, allowing customers to mix and match
and invest in pieces that are not only affordable and accessible, but also
impeccably crafted to present latest trends and everlasting classics. Through this launch,
Amazon will reinforce its commitment to digitally enable
sellers and subsequently, mobilize the weavers, artisans and craftsmen who are
the real heroes behind-the-scenes to rebound from the economic disruption caused by the pandemic.We believe that this launch will provide the
required boost to these businesses, thus helping them achieve access to a
larger audiences and empowering them to grow and succeed at a quicker pace.” said Mr. Mayank Shivam, Director – Strategic Initiatives, Amazon Fashion
India.
Season I of RIVER carries 270 styles across western and ethnic wear
with dresses, tunics, sarees, jumpsuits, formal/casual jackets, evening
cocktail sarees and athleisure separates for both men and women. The selection
presents trend forward themes like Royal
sports chic by JJ Valaya, Disco
gypsy by Manish Arora, Floral glam
by Suneet Verma and Millennial man by Ashish N Soni and in corporate four affordable collections from each of the designers,
remaining close to their celebrated signature styles that India loves.
The RIVER store has been
created with love offering a compelling and immersive shopping experience for
existing and new to designer segment customers, all of whom will be able to now
make an informed buying decision before placing an order. The store offers
detailed product information on sizing, product details and wash and care
instructions in addition to offering styling tips and detailed product imagery
that will allow the customer to choose carefully and conveniently.