Myntra targets mass premium with 'DeFacto'

01 December 2021,  Mumbai:

DeFacto is now being retailed on Myntra. The brand has 503 stores across 47 countries and offers a range of styles across categories for men, women, girls, and boys. DeFacto is known for offering a complete fashion wardrobe across categories and is trusted for its innovative, dynamic, comfortable, sustainable, and accessible fashion.

DeFacto, in partnership with Myntra, is offering more than 900 style options on the platform and plans to scale it up significantly over the next few months.

To begin with, DeFacto’s catalog in India is centered majorly on women, at over 60 percent of the total inventory, followed by men, and then children, with a strong focus on winter wear. There are work leisure and let’s party inspired styles in the offing. DeFacto will be offering new styles on a weekly basis.

The brand’s target consumer profile includes young people making their first independent fashion buying decisions, to more mature audiences inclined towards travel, beauty, cosmetics, music, and gaming. In India, DeFacto will target the mass premium consumer segment.

DeFacto will also have a dedicated brand store on Myntra-Mall, Myntra’s in-app mall for showcasing leading brands and assisting consumers in brand and product discovery.

Myntra is the go-to lifestyle and fashion platform for international brands engaging with consumers in India.

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