Recently, fashion e-comm company Myntra launched FWD, an immersive fashion experience for Gen-Z. The first-of-its-kind Myntra FWD experience was created with Gen-Zs' purchasing preferences in mind, which are frequently influenced by what's trendy, community-driven recommendations, and their preferred content formats, in addition to their distinct sense of style. 

With a focus on Gen-Z users, the FWD experience has been totally rebuilt, with discoverability and inspiration at its core. The Myntra FWD service will be promoted from the first week after its debut thanks to its prominent placement on the Myntra app's bottom navigation bar, which receives a lot of attention. By doing so, you'll be able to immediately give customers direct access to everything Gen-Z.

Balasubramanian pointed out that GenZ is a “super big” cohort for the brand. “Right now, they are being seen as an emerging cohort. They are early jobbers coming into the 25-30 age bracket. We really look forward to the next five years as this cohort will really be the most crucial across businesses and brands. Both from the size and scale perspective and purchasing propensity perspective, it's a cohort that business mustn't take their eye off.”

Speaking about what led to the development of Myntra FWD, the CMO said: “It has been a learning experience for us, it is a cohort that we have to learn a lot about. As GenZ is shopping on our platform, we have got a much richer understanding of what kind of trends are interesting for them. Along with this, we have mapped the cohort to learn more from a consumer insight and market research perspective has allowed us to build Myntra FWD.”

Balasubramanian noted that trends are very important for GenZ. Their entire approach towards marketing and serving this cohort particularly, will be based on trends.

He said, “They seek inspiration from trends. How do we answer that? How to seek inspiration from influencers and creators? How do we marry that? The journey from trends to shopping is the silver bullet that we are here to deliver.”

Given GenZ’s penchant for trying out new things, would they make a loyal cohort? Balasubramanian elucidated, “They take time to figure out what works for them, and once they understand that, they stick to it. They, however, look for refreshments. The rate of refreshment is very different for this cohort.”

GenZs hailing from urban cities may be distinct from those in tier 2-3 cities, but it hardly makes a difference to the brand, said Balasubramanian. They make choices as per their preference.

 He said, “There will be nuances of how the trends are taken up.” The platform will also introduce the Myntra FWD Fam, a squad comprising 500+ of the most dynamic and innovative creators including 15+ CAT-A influencers. He said, “We need to talk to this cohort through content and a large part of content curation is through influencers and creators, who are forefront of trends themselves. Influencers help us learn what our collection should be about.”

Balasubranium told us that at this point with this offering they taking a 100% digital route when it comes to the media mix. “Since the cohort is digital first and they are online, we will also lean towards talking about Myntra going forward”, he said.