The 19th edition of Myntra’s fashion shopping extravaganza End of Reason Sale (EORS) began on 9th December. This edition featured over 23 lakh products across fashion, beauty, and lifestyle from over 6000 brands.
The four trends the e-commerce major is betting on to be the key drivers are weddings (ethnic wear), winter, travel and parties.
Sharing valuable marketing insights on Myntra EORS-19, Myntra’s Chief Marketing Officer Sunder Balasubramanian says, “We are looking at an outreach to more than 450 million consumers across the country across different touch points including TV, digital, out-of-home and also interesting pieces around creators and influencers. Our messaging this time is the biggest ever price crash and the deals that we are bringing to the table this EORS.”
While Myntra’s consumer base cuts across many cohorts, it has seen a particularly strong growth this year from its core audience: namely, a 100% growth year-on-year in their premium ethnic segment and a 70% growth in their D2C segment. According to Balasubramanian, “We have seen a multifaceted growth across cohorts and we look to continue this growth.”
However, a key area of growth for the e-commerce giant is the Gen-Z. To address this specific segment, Myntra launched FWD – an immersive Gen-Z proposition with the aim to drive the acquisition of 10 million new Gen Z customers within the next two years – earlier this May.
Balasubramanian explains, “We’ve been doubling down on Gen-Zs this year starting with the launch of FWD – our destination for everything Gen-Z on our platform. FWD is trend-first as what’s important to Gen-Zs is what is trending today because these trends enable them to shape their identity to the world through fashion. We have weekly drops of new trends and styles and we’ve seen solid growth on the back of that.”
He added, “We’ve seen a 2X growth for everything Gen-Z on our platform. We’ve added more than 90,000 styles under the FWD bucket and coupled with our marketing outreach, our short video content IP called Minis, we’re getting more than a million views per day. These pieces come together to drive trends for Gen-Z in the country. Looking at next year, we want to double down on this cohort, and continue to drive 2X growth.”
Additionally, Myntra spoke of how it worked with over 1,500 content creators to create a synergistic association with the creator ecosystem. As per Balasubramanian, creators are the gatekeepers and reformers of beauty, fashion and lifestyle trends across the country, and to celebrate their successful association and the contribution of the creators, Myntra has recently held the second edition of Myntra Creator Fest.
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