Myntra is betting on international and direct-to-consumer (D2C) brands as well as newer categories, such as Gen Z and teenage fashion, to boost growth and give it a competitive edge during the upcoming festive season sales.
The fashion marketplace said it would go live with its ‘Big Fashion Festival’ sale on 23 September, 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 6 million unique customers to shop online during the upcoming sale event.
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.
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, which is 50 per cent higher than last year.
The other area of opportunity for the company is international brand (portfolio) to grow during the festive season. It is launching 15 new brands, including Macy’s, Freesoul and 8seconds from Korea in an attempt to bring global fashion to the country.
Myntra is also betting on newer segments of fashion such as Gen Z and teen wear fashion.
Nandita Sinha, CEO, Myntra said “categories like menswear and footwear have already seen 50 per cent and 40 per cent spike in sales, respectively, on the platform.
