Luggage and Travel is an interesting category for the eCommerce channel. Consumers tend to purchase these items based on their knowledge of these brands in the offline world. However, still there is a high level of experimentation with lesser-known brands also.
Safari, Aristocrat, Wildcraft, Skybags & American Tourister are well-known brands and have been able to capture high volumes in this category. Metronaught is a well-known brand in the fashion space and it is leveraging its equity to maintain a leadership position in the luggage and travel category also. It is interesting to note the above-listed brands in the Top 10 list have very similar Average Selling Price (ASP) of nearly Rs.2500 and the remaining brands like Aristocrat, Metronaight, Impulse, and Wincy have ASP of approx Rs. 1300.
The Top 10 brands in this category collectively gather nearly 40% of the volume share. This indicates that it is a fragmented category and there are wide brand choices. Thus creating strong positioning and top-of-mind awareness along with affordability perceptions will lead to better scale in this category.
Such nuances are important to know and baked into the strategy for eCommerce execution. This can be done effectively by using Vumonic’s behavioral data for eCommerce for many different categories.
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