Amazon opens its first digital fashion studio in India

Amazon, on Wednesday, launched a digital imaging studio in Gurgaon, India- its third such space globally after New York and London- to support its rapidly growing fashion business in the country.

BLINK, a 44,000 square feet digital imaging studio, with its 16 photography bays, a ramp and a presentation area will allow Amazon’s fashion brand partners to produce and shoot over 2,50,000 images, offer video-editing facilities, creative space, including editorial content.

"At Amazon, we are always thinking about how we will raise the bar, how we will redefine the way the customer discovers, engages with, and shops for fashion online," said Arun Sirdeshmukh, Amazon Fashion India Head. “With this studio, we will continue to strengthen our relationships across the entire industry – with brands, designers, and creative talent. This is part of our plan to innovate in how fashion is displayed on the site and be the best possible place for fashion brands to present themselves online," he added.

Amazon operates 35 photo studios across 14 countries, with four out of five of those in India housed in fulfillment centres, said Josh Watson, director of Amazon Global Imaging Studios.

In addition to 16 individual high-tech photography bays, the studio also has a large editorial suite, video editing facilities, and creative spaces. The studio can also serve as the venue for the launch of a new collection by a brand or for fashion events, Sirdeshmukh added.

Since the start of 2017, Amazon Fashion added close to 50 top fashion brands to its offerings including iconic fashion brands that debuted in India like Under Armour, Steve Madden Jewelry, Juicy Couture watches and more.

The company's growing selection includes brands such as Marks & Spencer, New Balance, Forever 21, French Connection, Calvin Klein, watches from Michael Kors, Emporio Armani, and Versus by Versace. The company is also gearing up for the Diwali sale.