About 2.6 lakh orders were placed by 2.3 lakh customers availing the early access facility during the sale preview. Nearly two-thirds of Myntra’s revenue comes from apparel, followed by footwear, accessories and recent addition in kids wear and personal care. Myntra’s ‘Big Fashion Days’ sale held during the Diwali season recorded 56% sales from Tier 2 and 3 cities. Likewise, on the first day of EORS, the company witnessed participation from tier 2 and 3 cities with about 50% of the orders coming from these regions. Jackets, sweatshirts and casual shoes were the most popular items from smaller towns. Top tier 2 cities which led the sale on the first day were Noida, Guwahati, Ahmedabad, Ranchi and Nagpur.
Amar Nagaram, head of Myntra-Jabong, said, “We have set a new record by acquiring 2.2 lakh new users on a given day with traffic to the platform rising 2X over baseline days. Sales on the first day have been led by men’s jeans and street wear, women’s western and ethnic wear, sports footwear and men’s casual wear.”
Myntra sells fashion and apparel brands on its platform. The etailer has also entered into strategic partnerships with international brands such as H&M, Under Armour, Dorothy Perkins and recently Spanish high-fashion brand Desigual. In the next 5-6 months, the platform plans to add homegrown apparel brands such as Neerus, Jharonka by Craftsvilla, Meena Bazaar and Tribes India to its portfolio.
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