So, this was bound to happen. Like Ashish mentioned, going App-only was a leadership ego driven decision which clearly didn't work. Maybe the decision was take under the pressure to come across as an innovative, new-age fashion e-Comm brand.
But I somehow had the feeling that this risk was not worth taking, specially for a brand that wasn't making profits.
You gotta let the customer choose what platform they use, web or mobile. And for a category like Fashion, a bigger screen always works better as a 'Display Shelf' purpose.