Aditya Birla Group has launched abof.com (all about fashion: ae-bof), an online fashion portal for apparel, footwear and accessories for men and women as part of its e-commerce drive.
“The e-commerce sector is a sunrise sector from an investment point of view. While a lot has happened in the last couple of years, a lot more is yet to happen in this space. We plan to stay focused on seeding and growing specific businesses in areas where we have specific strengths which we can play upon extensively,” said Kumar Mangalam Birla, Chairman, Aditya Birla Group while announcing the launch.
“We see fashion e-commerce as one such space. With abof.com, we aim to offer a wide but curated range of merchandise and a differentiated shopping experience that can compete with the best in the world. We see abof emerging as the most admired player in online fashion within the next three years,” he said.
The portal will provide a personalized shopping experience. It is equipped with India’s first-of-its-kind 3D virtual trial room - a tool where customers can instantly view themselves in any product by inputting their basic body proportions. The tool allows one to layer various garments to check out looks.