The study investigate into the fast fashion industry worldwide, specifically on Uniqlo and Arvind Lifestyle (Arvind Mills),with respect to efficient supply chain management, value creation, low costs promotions and positioning strategy, supported by comparison with Uniqlo well-known brand. The overall analysis of B2C apparel online retailing in India, statistics shows an enormous space for online retailing fashion industry to explore but a far way to catch up with the leading enterprises in the world in terms of e-commerce scale. The next main part demonstrate a case of Indian online retailer - Arvind Lifestyle, analyzing its key to success in aspects of proper product positioning, brand positioning, business mode, marketing strategy, products and services, user experience, logistics and team management. In addition, details of Joint Venture with Arvind to be launched in India and relevant suggestions for further prosperity.
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Author Name: Fatima Zehra and Bharat Jain
URL: View PDF
Keywords: Fast Fashion Industry E-Commerce B2c Online Retailing
ISSN: 2320-5407
EISSN: 2320-5407
EOI/DOI: 10.21474/IJAR01/10301
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