Myntra, a platform owned by Walmart, has introduced FWD, an immersive fashion experience for Gen-Z, and anticipates gaining 10 million new customers in the next two years. More than 8 million Gen-Z customers, or those born between 1997 and early 2012, according to the business, use its app.
The Flipkart-acquired startup has launched a number of unparalleled features as part of this offering, providing a distinctive app-in-app experience and bringing Gen-Zs’ preferred trends closer to them. The bottom menu will include Myntra FWD, which will include features like daily drops, streamlined trend-spotting-to-shopping, and photo search, among others.
More social media-like features will be added to Myntra, including short video formats similar to Instagram Reels and a community of more than 500 fashion influencers.
Over 500 brands will be available through FWD, including H&M, Trendyol, bebe, Tokyo Talkies, Sassafras, Hersheinbox, Street 9, Athena, Bonkers Corner, and Boohoo. FWD will also include Myntra’s private-label products like Roadster and Sangria.
In its initial days, FWD will offer over 65,000 style options, from over 500 brands like H&M, and will scale that to more than 1 lakh by the end of the year, the company said in a statement. Myntra is aiming to add 10 million Gen-Z customers to its current customer base of 8.6 million by 2025.
According to Nandita Sinha, CEO of Myntra, Gen-Z is a significant generation that it continues to pay close attention to as it creates for many Indias. With the introduction of FWD, it is thrilled to serve this fashion-focused population by establishing a setting where their fashion demands are not only recognised but also promptly satisfied.
The Myntra FWD offering will be highlighted beginning the first week of the launch thanks to its prominent placement on the Myntra app’s bottom navigation bar, which has a high rate of engagement, according to a statement from the firm.
The platform will also include a Daily Drop Widget that will offer daily information on new trends as well as an automated flow of content and trends that are tailored to the tastes and preferences of the shoppers. The digital native Gen-Zs will also be able to interact with a first-of-its-kind shoppable video content designed for Gen-Z in the form of reels on the FWD homepage during the first few weeks of the launch to facilitate their buying process.
