The 19th edition of Myntra's fashion shopping extravaganza End of Reason Sale (EORS) kicked off on 9th December with this edition featuring over 23 lakh products across fashion, beauty, and lifestyle from over 6000 international, domestic, and D2C brands. Speaking on the latest edition, Sunder Balasubramanian, Chief Marketing Officer, Myntra says, “EORS is an IP that has worked really well for us over the years. With every new edition, we want to build on the scale versus what we have done before that. There is a 35% growth year-on year on the products available to the consumers.”

The four trends the e-commerce major is betting on to be the key drivers are weddings (ethnic wear), winter, travel and party. Sharing insights on marketing Myntra EORS-19 Balasubramanian says, “We are looking at an outreach to more than 250 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.” For every edition of EORS, Myntra has different constructs - in terms of pricing, value or deals - and learns what works with different cohorts. These insights help Myntra understand from users, what they are seeking, what value perception matters to which cohort, what deals matter, and this helps the company fashion their offerings accordingly. He adds, “We are looking to onboard a million new customers through EORS-19 and that for us is going to be a big milestone.”

Myntra EORS-19 also comes at a time when most e-commerce platforms too have their sale offerings and trying to grab their share of the consumers’ wallet. So what sets Myntra apart? Balasubramanian states, “Leveraging insights, we bring trends - across fashion, beauty and lifestyle - to the country and provide consumers access to over 6,000 brands. As a brand, we enable an easy and immersive shopping journey. Our endeavor is to ensure how we can customize the consumer journey on an individual basis. We have an interface that combines technology and AI and through social commerce, influencers and a large selection, we deliver an impact. That’s what Myntra stands for and that what differentiates us.”

Stitching Together The Creator Ecosystem

Over the years, Myntra has worked with over 1,500 creators creating a synergistic association with the creator ecosystem. To celebrate this association and the contribution of the content creators, the company recently held the second edition of Myntra Creator Fest. As per Balasubramanian, the creators are the purveyors and gatekeepers of fashion, beauty and lifestyle trends in the country who spot the trends and talk about them to their followers. He says, “Myntra's role is to bring these trends to the users to shop and adopt. This synergy has worked for us and that's why we are one of the biggest brands in terms of the scale of creators that we work with.” He continues, “Last year, over 250 content creators came in and more than 3X digital impressions was created last year over the BAU period. We took our learnings and have pressed the pedal to make the it bigger than last year. Just in terms of scale, more than 350 content creators came in this year and we are looking to build on the digital impressions versus last year. Myntra Creator Fest is a platform for content creators to learn from each other and also for brands and creators to collaborate.” Also present at the Myntra Creator Fest were the ambassadors from Myntra’s College Campus Ambassador program - formed in 2022 to engage deeply with the cohort of Gen-Z consumers – who got an opportunity to learn from the creator ecosystem. In a first for an e-commerce platform, the fashion show was live-streamed with shoppable links on the Myntra app and the platform’s Youtube and Instagram pages for customers to handpick their looks. The Fest was followed by the inaugural Myntra Glammys awards ceremony where creators were recognized and honoured for their content contributions.

In Tune With The Trend-First Gen-Zs

With a customer base that cuts across cohorts, Myntra has seen a strong growth this year from its core audience, such as a 100% growth year-on-year in the premium ethic segment and a 70% growth in the D2C segment. Balasubramanian says, “We have seen a multifaceted growth across cohorts and we look to continue this growth.”
A key area of growth for e-commerce major is the Gen-Z and to address this segment Myntra launched in May this year, FWD - an immersive Gen-Z proposition with the aim to drive the acquisition of 10 million new Gen-Z customers in the next two years. 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 continues, “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.