The fashion marketplace said it would go live with its ‘Big Fashion Festival’ sale on September 23, aligning it with parent Flipkart’s Big Billion Days and Amazon India’s Great Indian Festival Sale, which begins the same day.
Myntra expects close to six million unique customers to shop online during the upcoming sale event.
Myntra CEO Nandita Sinha told ET that the company would hit the sale season with 15 new international brands.
The fashion e-tailer is also factoring in Indian consumer preferences around D2C and will put the spotlight on new-age brands such as Label Life, Almo, and Breakbounce in its selection.
Close to 100 D2C brands will be live on the platform this festive season, the company said.
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Overall, the company said it would make 100 new brand launches for the upcoming sales, with 6,000 brands and over 1.5 million styles available to customers on the platform.
This is 50% higher than the festive season sale last year, Sinha added.
“The other area of opportunity for us is for our international brand (portfolio) to grow during the festive season. We are launching 15 new brands, including Macy’s, Freesoul and 8seconds from Korea in our attempt to bring global fashion to the country … Indian (customer) needs are niche and there are a big set of brands fulfilling those niches. So, we will continue to build this (D2C) category with partners,” Sinha told ET.
Myntra’s focus on international brands comes at a time when Reliance Retail has been on a tear to get international brands into the country.
Over the past year, Reliance Brands has partnered with the likes of Gap, as well as luxury labels such as Tod’s, Maison Valentino, and Balenciaga to bring them to Indian customers.
A slew of international brands like hair care brand Anomaly, Canada-based The Ordinary and skincare brand Inde Wild have also entered the domestic market in partnership with beauty and lifestyle focussed e-tailer Nykaa.
Myntra is also betting on newer segments of fashion such as Gen Z and teen wear fashion.
Sinha said that there will be 30,000 styles for teenage wear on the platform, as Myntra hits the sale season.
Apart from fashion, its key category, Sinha added that the company would continue its focus on the beauty and personal care category with 1,400 brands and twice the selection available to consumers for this segment, compared to the previous festive season sale.
Sinha also said that categories like men’s wear and footwear have already seen a 50% and 40% spike in sales, respectively, on the platform.
Live commerce in focus
The company will also continue to focus on live commerce and will have influencers interact with their audiences.
Influencer-led live commerce
has been a key focus area for the platform.
Sinha said the company is investing in the influencer ecosystem and would provide ‘Myntra creator pass’ to 100,000 influencers which would give them early access to the event before it officially starts.
This will help social influencers experience the event and build awareness about the sales in their network.
“We have been scaling this proposition and what is interesting is that we see both brands and celebs engage in this property deeply. Live streaming commerce traffic has grown by 5x and our orders through live commerce have grown by 10x in the last six months,” she said.
ET reported on September 14 that Myntra’s live commerce channel, M-Live, has seen over 10,000 live videos since it launched late last year. It holds about 40-50 live sessions every day.
Myntra’s live commerce strategy will go head-to-head with Amazon India which has also begun live commerce sessions on its app recently, starting with the fashion category.
Sinha added that the Myntra platform is equipped to handle 13,000 orders and 900,000 concurrent users per minute this year.
