Bengaluru, Jun 8 (IANS) Myntra has announced that its 16th edition of bi-annual EORS, the biggest fashion event in India is coming for millions of fashion lovers in the country and the company is gearing up to serve more than 50 lakh buyers.
The event, which will be held from June 11 to 16, will be bigger than previous releases, featuring the largest-ever collection of 14 lakh styles from over 5,000 brands. It is poised to deliver unprecedented offerings across fashion, lifestyle, beauty, personal care and home categories, reaching out to more than 50 lakh unique customers across the country, with a expected increase in demand of more than 3 times the BAU and a 26% increase in traffic compared to the previous July edition.
“The 16th edition, like all successive editions, will be bigger on all fronts, be it brands, selections or styles, making it a merry 6-day carnival for all aficionados of the fashion and beauty,” said Nandita Sinha, CEO. , Myntra, said in a statement.
“The event is also an opportunity for Myntra to give a boost to the fashion ecosystem, from Kirana store partners, Taavi artisans, small and medium brands and sellers to chain partners. Our constant effort is to take the fashion quotient of the consumers high while helping to weave the future of our ecosystem partners,” added Sinha.
Myntra said it expects over one million new customers, with more than 40% of global traffic coming from Tier 2 and Tier 3 cities and towns. Myntra’s loyal customer base, the “Insiders” , increased by 60% compared to last July’s edition and should drive the event considerably.
The brands have specially curated an extensive selection with a strong focus on summer essentials, Gen-Z trends, beauty and personal care as well as celebrity-led EORS special collections.
First time buyers will receive a Rs 500 discount on their initial transaction, attractive coupons for future use and free delivery for the first 4 orders.
On the payments front, there are also attractive offers from banks, such as ICICI and Axis Bank (NS:), offering 10% instant rebate, while Paytm (NS:) users will enjoy guaranteed cash back on wallet and postpaid transactions.
To meet changing customer needs, Myntra introduced 100 new brands ahead of EORS and increased its style selection by 40% compared to the previous July edition, providing shoppers with a broad catalog of some of the best products in the world. international. and national brands, including D2C brands to choose from. Some of the top brands include bebe, Chumbak Beauty, CR7, Saaki, FreeSoul, L’Oreal Professional Products Division, and Caudalie, among others.
Shoppers can choose from a huge selection of fashion, lifestyle, home decor, beauty and personal care products at competitive prices, from brands such as USPA, Puma, HRX, Biba, Roadster, H&M, Mango , Levi’s, Firebolt, ONLY, Nike (NYSE:), Mothercare, Max and Forever21 among others.
StyleCast, Myntra’s go-to destination for Gen Z shoppers, has grown its offerings 5x since launch to over 35,000 styles, providing the cohort with a one-of-a-kind shopping experience during the event.
Some of the category highlights include activewear, with over 2,000 brands offered at competitive prices, followed by beauty and personal care, offering 1,100 brands with over 53,000 styles and special offers. The brands to watch in this category are, MAC, Maybelline, Lakme, Bath & Body Works, Anastasia Beverly Hills and Kama Ayurveda, among others.
First, Myntra provides access to hundreds of limited, high-value beauty and personal care offers, including Buy One Get One builds and an array of unrivaled offerings. Other categories to look for include men’s casual wear, women’s ethnic wear, women’s western wear, summer essentials, workwear, accessories, beauty and personal care, kids and apparel. sport.
Workwear, as a category, has seen phenomenal demand since April this year, surpassing pre-pandemic levels, due to a major shift towards office work. Anticipating pent-up demand in the category, Myntra expanded workwear offerings from all domestic and international brands, betting big on demand for office-goer complete looks.
During the pre-buzz period, Myntra will offer a unique shopping experience through its M-Live property, to shoppers who are inspired by influencer picks and absorb their content to create styles for themselves.
Myntra’s nationwide network of 21,000 Kirana store partners (MENSA network) will respond to over 19,000 PINs, completing 85% of deliveries and providing crucial support to the last mile delivery process during the event. As part of the omnichannel integration, Myntra will feature more than 300 brands in more than 3,800 stores to help drive sales, which is a significant increase over last year.
This symbiotic model provides Kirana partners with an additional revenue stream, amplified during EORS due to increased demand. The Myntra platform is designed to handle 16,000 orders per minute and 11 lakh concurrent users during peak times.
EORS-16 has created more than 27,500 direct and indirect seasonal employment opportunities, including for 2,000 women and 300 people with disabilities, in warehouses, last mile delivery and contact centers, to meet the increase expected from the request.
Myntra has launched a mega marketing campaign for EORS, with a targeted reach of 250mn, involving movie stars, Hrithik Roshan, Kiara Advani and Siddhant Chaturvedi for 2 commercials, which encapsulate the excitement and joy that a customer feels during the event.
Myntra’s innovative social commerce initiatives will feature over 30 leading international and domestic brands with approximately 750 brand-led live shopping experiences. Around 1,000 live engagement sessions are expected to be hosted by over 2,500 influencers, of which 750 are brand-led on M-Live, Myntra’s live commerce platform, to showcase their products during EORS offerings and will be streamed throughout EORS via M Live, Myntra Studio and Myntra’s social media platforms.