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Myntra launches original fashion content to drive customer engagement amid the lockdown, Retail News, ET Retail

Myntra launches original fashion content to drive customer engagement amid the lockdownBengaluru : Flipkart-owned Myntra will daily upload celebrity and influencer led fashion content on its app to drive customer engagement in the wake of Covid-19 lockdown. The fashion etailer has partnered with 350 influencers and brands to develop in-house content with shoppable function allowing users to like and save their favourite looks to wishlist while viewing it. The platform will deliver personalised content based on customers’ browsing history and shopping preferences.

According to Myntra’s CEO Amar Nagaram, the original content under the vertical Myntra Studio will help elevate the app from a shopping-app to a habit-app by delivering fresh content each time users open their feed.

“We want to drive more engagement on the platform through this content, while its shoppability feature will allow us to come full circle with our customers,” he added.

In the launch phase, the fashion-tech platform will go live with about 2500 pieces of content in a combination of images and videos. About a 1000 pieces of which will be Bollywood celebrity-led content to give customers access to the life and style of the fashion elite. About 70% of the content is currently led by influencers which will also allow customers to follow favourite influencers, brands as well as hashtags within Myntra Studio.

Flipkart and Myntra together control about 70% of the online market share in the country. Myntra sells over 3000 fashion and lifestyle brands such as Nike, Wrangler, Arrow, Diesel, H&M and Biba on its marketplace. About two-thirds of its revenue comes from apparel, its single biggest category, followed by footwear, accessories, kids and personal care.

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