During this year’s shopping event Myntra’s sales grew by 60 per cent compared to the last edition. There was a 33 per cent increase in orders over last year. The sale was from September 29 to October 4, 2019. Tier II and III cities across the country contributed over 56 per cent to the company’s overall sales. Men’s apparel, ethnic wear, children’s wear, beauty and personal care were some of the highest-selling categories on the platform during the sale event. Myntra’s private labels such as Roadster, House of Pataudi, HRX, Anouk, Mast & Harbour and Taavi contributed about 28 per cent to the sale.
Myntra is a fashion e-commerce platform owned by Flipkart. With a mix of large global brands and small domestic boutiques, Myntra’s range offers value for money and quality to shoppers in India. Myntra is transitioning from a catalogue-heavy browsing experience to a content-heavy online experience. It has launched a reality show, Fashion Superstar, a digital fashion influencer talent hunt, which will go live on its app. Through content-driven activities it is looking to double the engagement and time spent on the app over the next three to four years. It is constantly working on making its product catalogue video-heavy and this has helped in increasing the engagement on the app.