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Masaba Gupta Named Brand Ambassador for Myntra Home

Since recently intensifying its focus on the home category, Myntra has significantly expanded its offerings, boasting a rich catalogue of over 4 lakh styles from more than 1,500 renowned domestic and global brands…reports Asian Lite News

Myntra collaborates with Masaba Gupta – the acclaimed fashion designer, beauty entrepreneur and actor as the brand ambassador for Myntra Home.

In this role, she will bring her creative vision to the platform, curating an inspiration-driving home selection that caters to trend-first customers who are building homes that best reflect their personalities. As part of this association, she will also be seen in the ‘Curated by Masaba’ campaign that shines a spotlight on Myntra’s premium home selection.

“Home is where we freely express ourselves, adorned with our roots, beliefs, and culture. Becoming the brand ambassador for Myntra’s Home Category is about transforming home decor into a bold statement of self-expression. For me, this collaboration is an opportunity to merge the intimate journey of home-making with inspiring aesthetics,” said Gupta.

Masaba Gupta is a formidable creative force, who has proven her prowess by resonating with diverse demographics through her distinctive aesthetics and design sensibilities across fashion and beauty. Now, she brings her signature quirk and creative brilliance to Myntra Home.

Myntra Home’s portfolio includes fine and elegant home furnishing, trendy art & decor pieces, lamps & lighting, kitchen & dining, bath, and bed linen and appliances from leading brands including M&S Homes, H&M Homes, India Circus, My Trident, Urban Space, Elementary, D’Decor and Nestasia.

Since recently intensifying its focus on the home category, Myntra has significantly expanded its offerings, boasting a rich catalogue of over 4 lakh styles from more than 1,500 renowned domestic and global brands.

Over the years, the rise in time spent by individuals at home, with a notable increase in hybrid work and work-from-home becoming norms, has instilled practices of aesthetics that have resulted in consumers investing more in their home furnishings and decor. Some of the sub categories like kitchen, wall clocks and serverware are clocking over 100% year-on-year (YoY) growth in demand.

“We are delighted to welcome the creative force, Masaba Gupta, as the brand ambassador for Myntra Home. Home is an important part of one’s lifestyle and hence the category expansion fits well into Myntra’s commitment of democratising fashion and lifestyle. Masaba’s distinctive design acumen is well-known globally, and we are thrilled to bring her keen sense of aesthetics by way of her curated collections, themes and looks, to inspire our customers,” said Sunder Balasubramanian – CMO, Myntra.

Like fashion, home decor is a natural extension of one’s distinct taste. Focused on design and aesthetics, the curated collection on Myntra aims to transform homes into chic havens of comfort by offering mood-boosting, theme-based decor inspirations, also reflected in the premium catalogue imagery.

For example, the ‘Cozy Bedroom’ selection features ceramic diffusers, minimalist lamps, and neutral-shaded furnishings. Similarly, the ‘Lovely Living Room’ offers tropical cushions, ceramic planters, textured ottomans and woven hangings.

The ‘Curated by Masaba’ campaign will showcase the tasteful ‘Myntra Home’ selection. It emphasizes the core proposition of top-notch design aesthetics, enabling customers to seamlessly discover handpicked products and brands to elevate their homes.

“We felt that the ‘Home Decor’ category needed fresh storytelling and when it was for Myntra, it had to be fashionable too. Featuring Masaba as the brand ambassador, we’ve created super fun films where the creative take is ‘curated home decor products & themes so good, you’ll be tempted to lie about it’ – both films showcasing the width of inspiring themes and unique products one can choose from on Myntra Home,” said Ira Gupta, Chief Creative Officer, Toaster India.

The ad film stars Masaba Gupta, as well as popular content creator Kusha Kapila, showcasing curated home and living looks and products as the focal point. Set against the backdrop of a lively party, Kapila, the hostess, revels in the admiration her meticulously curated home decor receives from guests.

She improvises her responses to suggest that her decor is personally sourced from exclusive crafts worldwide. However, Gupta appears in the scene, knowing the truth about the home decor Kapila is happily showing off is from Myntra’s extensive home selection.

Playfully pointing to a small vase, she questions Kapila about that purchase, prompting Kapila to awkwardly admit it’s from Myntra before hastily excusing herself mid-conversation. The campaign thus puts the spotlight on Myntra’s handpicked, unique and trendy home selection to refresh every corner of the house and let the homes do the talking.

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Business Fashion India News

Myntra’s EORS-18 concludes with record breaking growth

The event registered a record 50 per cent growth in the number of new customers using the platform over the previous summer edition of EORS…reports Asian Lite News

The 18th edition of Myntras biannual fashion carnival, the End of Reason Sale (EORS), which was held between June 1-11, witnessed yet another successful edition with millions of shoppers flanking the platform from across the country who bought fashion, beauty and lifestyle products from over 21 lakh styles and 6000 brands.

The event registered a record 50 per cent growth in the number of new customers using the platform over the previous summer edition of EORS.

The biggest ever edition of EORS saw 55 per cent of the demand coming in from the non-metro regions. Some of the top metro cities that fuelled the demand during EORS-18 included, Bengaluru, Delhi, Mumbai, Pune and Hyderabad among others.

Popular Categories: The event witnessed a significant demand for categories such as Beauty and Personal Care, Women’s Ethnic Wear, Women’s and Men’s Casual Wear, Sports Footwear, Luggage and Travel Accessories, Kidswear, and Wearables among others.

Myntra. (Photo: Twitter/@myntra)

Men’s Casual Wear, Men’s Workwear and Sports Footwear witnessed over 500 per cent spike in demand over BAU as shoppers thronged the platform to refresh their wardrobes with the latest trends. Kurtas and Kurta sets from the Women’s Ethnic Wear category saw an encouraging 300 per cent spike in demand over BAU as they continue to remain popular with women shoppers through every passing edition.

With the increasing popularity of D2C brands, the segment witnessed a 115 per cent spike in demand over June last year with the likes of Bewakoof, The Souled Store, Snitch, Rare Rabbit, and The Bear House, being among some of the marquee D2C brands preferred by customers. The platform also witnessed the new global fashion and beauty launches such as FCUK, Next, Boohoo Man, NYX, and Olaplex, among others, from the extensive international brands portfolio that Myntra has built over the years, being lapped up by customers. Myntra’s uber-trendy GenZ proposition, FWD, continued to gain momentum with the zoomers and clocked an 80 per cent spike in demand over BAU this EORS.

With self-care becoming a mainstay with GenZ and millennials, the Beauty and Personal Care category witnessed an incredible over 100 per cent growth in demand over the previous summer edition of EORS, further strengthening Myntra’s position as the go-to destination for all things beauty. With travel on the rise, Luggage and Travel Accessories noted a 500 per cent spike in demand over BAU.

Popular brands and products: During EORS-18, Lakme, Jack & Jones, Boat, Puma, Rare Rabbit, The Roadster Life. Co, H&M, Nike, Levi’s, Libas, adidas, MANGO, and Anouk, among others, were some of the popular brands among shoppers. Most sought-after items were T-Shirts, Shirts, Kurtas & Kurta sets, Perfumes, Dresses, Makeup and Skincare products, Denims, Running Shoes, Trolley Bags, and Headphones, among others.

On an average, 120 women T-shirts and Tops and 220 pairs of footwear were bought every minute. As Myntra continues to delight its customers with speedy deliveries, the fastest delivery during EORS-18 was within 50 minutes of placing the order.

As customers from across the country shopped to their heart’s content, the number of shoppers who became Myntra Insiders, members of the platform’s loyalty program, grew by 100 per cent during the shopping carnival.

Speaking on the success of the EORS-18, Neha Wali, Head of Revenue & Growth, Myntra, said: “As we conclude yet another successful edition of EORS, taking forward the legacy of the flagship event, we are happy to have played the role of an enabler, for brands, customers as well as our Kirana partners. It was heartening to witness how millions of customers from across the country embraced the unmatched offers put together by 6,000+ brands, indicating the strong and positive shopping intent of our fashion forward customers. While our core categories such as fashion and beauty continued to see a massive spike in demand, sports footwear, accessories, wearables, and luggage also emerged as the go-to favorites with our shoppers.”

Some of the pioneering concepts in making the Myntra shopping journey more seamless such as MyStylist, Vernacular Search, MyFashionGPT, Myntra Minis, signature IPs with leading influencers and a bevy of brands harnessing the potential of Myntra’s Social Commerce propositions, M-Live and Myntra Studio, like never before, helped EORS 18 in unlocking new performance benchmarks. Over 200 hours of content was created by popular influencers on M-Live to inspire the EORS shopping journey of customers.

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Business

Myntra’s mega shopping jumboree is here

Myntra release

Some of the key category highlights include the Sports segment, with about 2,000 brands across footwear and apparel on offer, followed by the BPC segment, which will host 1400+ brands at never-before prices, offering more than 70K styles…reports Asian Lite News

The 17th edition of Myntras biannual End of Reason Sale (EORS) is set to cater to 5 million shoppers with a whopping 17 lakh styles across leading fashion, beauty and lifestyle brands, the company said on Wednesday.

The latest edition of EORS from December 10-16 is bigger with a 70 per cent higher style count than the previous winter edition, raising the bar with over 17 lakh styles across more than 6,000 popular domestic and international brands on offer, according to the company.

Early Access for Myntra Insiders (members of Myntra’s loyalty programme) begins on December 9.

Insiders will also avail free shipping on all orders, and one-of-a-kind price reductions of up to 20 per cent, in addition to the already unmatched prices on offer during the mega fashion carnival.

“EORS has been a mainstay for fashion enthusiasts across the country with 16 successful editions to its credit, and we are confident the 17th will pack a punch, for it keeps getting bigger and better every year, including the selection and sheer number of brands participating with an array of the versatile styles on offer,” said Sharon Pais, Chief Business Officer, Myntra.

The gala event also presents multiple opportunities for Myntra to empower its key partners across the fashion ecosystem, including Kirana store partners, small and medium scale brands, and supply chain partners.

“We are looking forward to catering to the millions of shoppers that wait with bated breath for the EORS to elevate their looks and outfits for the new year and the upcoming party season to wrap up the year in style,” Pais added.

The seven-day event is also expected to cater to 5 million unique customers across the country.

Consumers can choose from an extensive selection of fashion, lifestyle, home decor, beauty and personal care (BPC) products at sharp value offers and unprecedented prices, from leading brands like USPA, Lakme, Dorothy Perkins, boohoo, Nasty Gal, H&M, MASIC, Anomaly, Etude, Levis, Louis Phillipe, Kenneth Cole, Nike, Puma, Adidas, Boat, Red Tape, HRX, Baggit, Lavie, Anouk, Vishudh, Mamaearth, MAC, Benefit, Bath and Body Works, among others.

Some of the key category highlights include the Sports segment, with about 2,000 brands across footwear and apparel on offer, followed by the BPC segment, which will host 1400+ brands at never-before prices, offering more than 70K styles, including incredible offers on Maybelline and Lakme, buy 1 get 1 offer on brands like Nivea and WOW.

In addition, premium brands like MAC, Kama Ayurveda, and Forest Essentials are also giving free gifts and other exciting offers to engage shoppers.

New launches in the segment that are set to captivate consumers include, leading brands such as Anomaly, MASIC, Freeman, and Etude, among others, said the company.

“Limited-time programmes such as Brand Mania and Happy Hour will roll out special offers, First time shoppers can also expect free shipping on their first four orders, while also receiving exciting coupons for future use. ” said Myntra.

With over 16,000 Kirana partners and franchises catering to 20k pin codes across the country, EORS-17 will be leveraging Myntra’s acclaimed Kirana mode to support 80 per cent of the deliveries associated with the event.

Meanwhile, Myntra’s third and the biggest edition of ‘Big Fashion Festival’ (BFF) saw a record 1.2 million new customers from across the country.

As customers shopped in plenty for fashion, beauty and lifestyle products during the event, the ‘Myntra Big Fashion Festival’ saw over 45 percent of visitors coming from tier 2 and 3 cities.

The top non-metro cities during BFF were Guwahati, Bhubaneswar, Dehradun, Jammu, Imphal, Mysore, Siliguri, Udaipur, Cuttack, and Jalandhar. The third edition of BFF offered access to 1.5 million styles, 1.5X more compared to the previous edition, enabling a diverse set of over 6,000 brands to cater to the festive shopping needs of the entire family, said the ecommerce platform. The event saw the fastest order getting delivered in around 240 minutes.

“Spreading the cheer of festivities, the Myntra Big Fashion Festival concluded on a high note, with 6 million customers placing orders across fashion, beauty and lifestyle, as they shopped for their entire family’s festive needs. Our strong last mile network, including 21,000 kirana partners, has fulfilled 60 per cent of the items ordered before the end of the event, yet another testament of our customer centricity and commitment to deliver an unparalleled fashion shopping experience,” said Sharon Pais, Chief Business Officer, Myntra.

“The event also gave an impetus to many homegrown D2C brands by bringing them the opportunity to connect with millions of upwardly-mobile fashion-forward shoppers of the country, with some of them registering a robust growth. We are delighted with the value that this edition of the Big Fashion Festival has been able to bring about for brands across the spectrum including domestic and international, in addition to helping augment income for our kirana partners and artisans while serving the festive fashion needs of our customers,” Pais added.

The top trending categories this edition were women’s Indian wear and western wear, men’s casual and work wear, beauty and personal care, and watches and wearables while the beauty and personal care category that scaled up its portfolio by 2X YoY, saw 40 per cent more customers than last edition.

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Business India News

Myntra’s BFF sets new milestones

During this edition of the Big Fashion Festival, D2C Brands witnessed an unprecedented growth on Myntra, giving a major boost to the home grown fashion industry…reports Asian Lite News

Myntra, one of India’s leading fashion, beauty and lifestyle destinations, on Monday said its third and the biggest edition of ‘Big Fashion Festival’ (BFF) saw a record 1.2 million new customers from across the country.

As customers shopped in plenty for fashion, beauty and lifestyle products during the event, the ‘Myntra Big Fashion Festival’ saw over 45 percent of visitors coming from tier 2 and 3 cities.

The top non-metro cities during BFF were Guwahati, Bhubaneswar, Dehradun, Jammu, Imphal, Mysore, Siliguri, Udaipur, Cuttack, and Jalandhar. The third edition of BFF offered access to 1.5 million styles, 1.5X more compared to the previous edition, enabling a diverse set of over 6,000 brands to cater to the festive shopping needs of the entire family, said the ecommerce platform. The event saw the fastest order getting delivered in around 240 minutes.

“Spreading the cheer of festivities, the Myntra Big Fashion Festival concluded on a high note, with 6 million customers placing orders across fashion, beauty and lifestyle, as they shopped for their entire family’s festive needs. Our strong last mile network, including 21,000 kirana partners, has fulfilled 60 per cent of the items ordered before the end of the event, yet another testament of our customer centricity and commitment to deliver an unparalleled fashion shopping experience,” said Sharon Pais, Chief Business Officer, Myntra.

“The event also gave an impetus to many homegrown D2C brands by bringing them the opportunity to connect with millions of upwardly-mobile fashion-forward shoppers of the country, with some of them registering a robust growth. We are delighted with the value that this edition of the Big Fashion Festival has been able to bring about for brands across the spectrum including domestic and international, in addition to helping augment income for our kirana partners and artisans while serving the festive fashion needs of our customers,” Pais added.

The top trending categories this edition were women’s Indian wear and western wear, men’s casual and work wear, beauty and personal care, and watches and wearables while the beauty and personal care category that scaled up its portfolio by 2X YoY, saw 40 per cent more customers than last edition.

Watches and wearables categories were also popular and witnessed over 90 per cent growth in demand.

During this edition of the Big Fashion Festival, D2C Brands witnessed an unprecedented growth on Myntra, giving a major boost to the home grown fashion industry.

Fashion forward customers who also enjoy shopping from international brands, purchased the fresh and trendy collections from H&M, Mango, Urbanic, Trendyol, GANT, Forever21 and Forever New.

Some of the other brands that saw high traction during the event are USPA, Puma, Boat, H&M, Roadster Life & Co., Levi’s, Adidas, Nike, Maybelline, Anouk, House of Pataudi, Sojanya, Deyann, All About You, Invictus, Fable Street, Rare Rabbit, Suta, Hellcat and Max teens among others. Given the season of festivities around, Indian wear saw a big fillip as well on the platform.

Myntra’s 360-degree marketing campaign, amplified across TV, digital and social media, engaged over 250 million people across the nation. The event’s social media campaign delivered 775 million impressions, and over 25 million engagements. Myntra’s Live Commerce registered more than over 1 million visits through around 450 live stream events during BFF.

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Fashion Lite Blogs

Promising trends for Gen-Z in 2022

Gen-Z has a more fluid approach to gender than the previous generations, as cultural norms shift and gender fluidity becomes a more recognised concept…reports Asian Lite News.

Gen-Z has always stood out for being the generation to break away from the traditional norms and keep individuality at the centre. This philosophy is also reflected in their fashion choices. With Gen-Z style icons such as Jaden Smith and Billie Eilish shaping up future trends, in 2022, Gen-Z is sure to step out in some of the most unique fashion trends we expect to rise.

Bindiya Bhatt, Director – Category, at Myntra, shares some of the most promising trends that we expect Gen Z to flaunt in 2022.

Experiments in Color: Gen-Z is more open to experimentation with the colours that they pair. They aren’t afraid of mixing and matching colours that aren’t conventionally worn together to create a unique ensemble that is fashionable and comfortable. Want to don a pair of pink trousers with a bright orange cardigan? Gen-Z wouldn’t shy away from that and neither should you!

Turning back to the 90s: Fashion trends come in strong, disappear and then resurface again, and right now, Gen-Z is experiencing all the 90s fashion trends that Millenials swore they would leave behind. With the revival of cut-outs, asymmetric slits, sparkly butterfly clips, tinted sunglasses and skinny baguette bags taking centre stage, Gen-Z is living out the 90s fashion dream, of course, in their own unique way, made popular by popular global trend-setters.

Going Fluid: Gen-Z has a more fluid approach to gender than the previous generations, as cultural norms shift and gender fluidity becomes a more recognised concept. Hence this cohort never shies away from flaunting fashion in any way they see fit. Gender-neutral clothing has been gaining popularity over the past few months, and we expect to see significantly more of this trend in 2022. With global brands already hopping onto the gender-neutral wagon, we can expect more brands to also join the gender-neutral hype train in the coming year.

Being the Punk Academic: Punk Academia is one of the newer trends that fashion enthusiasts never imagined Gen-Z would bring about, however, with popular celebrities the signature punk academic looks, it is no surprise that it is a hit among the Gen-Z. From tartan miniskirts and oversized mohair sweaters to fitted corsets and bodycon tops, this trend surely is a good mix of two opposite worlds.

Gen-z fashion (ANI)

The Comfy Way: Gen-Z has a strong preference for clothing that is comfortable, especially with work from home culture and post-pandemic norms. What’s ruling the trend and have become the standard uniform in every Gen-Z’s closet are silhouettes, comfort sleepsuits, stay at home looks, and athleisure, for being super comfortable yet stylish and chic. From leggings and bike shorts to oversized jumpers and track pants, Gen Z has found these particular pieces of clothing acceptable for just about any occasion.

Gen-Z is all about self-expression and individuality. Their shopping habits, especially on a platform like Myntra, with a dedicated section for them, called, Style Cast’, catering to their specific needs, reflects this in a number of ways. With a generation that thrives on the idea of acceptance and self-expression, there is no doubt that their fashion trends will keep evolving and changing to be more inclusive, unique and bold in every way.

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