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Myntra recorded 86% jump in customer base from Tier 2 and beyond during its first online sale post lockdown, Retail News, ET Retail

Myntra recorded 86% jump in customer base from Tier 2 and beyond during its first online sale post lockdownBengaluru : Flipkart-owned fashion marketplace Myntra noted 86% increase in the number of customers from tier 2 and 3 cities – the highest so far – in its recently concluded End of Reason Sale (EORS), indicating a shift in consumer behavior and preference for online shopping amid the lockdown. It was the first online sale post Covid-19 lockdown that was being looked upon by brands to bring the first wave of normalcy and to win back shoppers.

According to the fashion etailer, about 3.5 million customers shopped during EORS, with over 7 lakh first-timers. The platform sold nearly 19000 items per minute at peak and recorded about 30% growth in YOY traffic during the event.

Amar Nagaram, chief executive of Myntra, said, “The present edition of EORS witnessed integration with 400 offline stores through technology. Over 3.5 million customers shopped during the event, with about 13.5 million unique visitors. We have recorded an 86% increase in the number of customers from Tier 2 and 3 cities and beyond, the highest so far.”

A week ago, Nagaram had told ET that the marketplace was expecting many first-time online fashion shoppers during this edition of EORS and was bullish about Tier 2 and 3 markets as their access to fashion reduced considerably due to the lockdown.

Top five cities that shopped were Bengaluru, Delhi, Mumbai, Hyderabad and Pune. Top tier 2 and 3 cities included Guwahati, Bhubaneswar, Dehradun, Imphal, Aizawl and Panchkula. Shopping trends in both urban and rural areas indicated popularity of international brands, trendy outfits and sportswear.
Shoppers placed about four million orders, across multiple categories, of which, men’s jeans and streetwear, women’s western wear, women’s ethnic wear, men’s casuals and personal care, were the most popular.

Men’s T-shirts sold the most at 17 lakh units followed by women’s kurtas at a total of 8 lakh units. Wireless earphone was the most sold item at 16,600 units. Essentials, home furnishing and kids have been the fastest-growing categories. Women’s essentials (innerwear) emerged as the fastest-growing category, at about 100%.
Popular brands during the event were Nike, Puma, Roadster, HRX, Jack & Jones, Libas, H&M and W.

With sudden shift to online fashion amid the pandemic, fashion brands have been prioritising their investment into ecommerce channels and diversifying into other categories such as face masks. About 50 new brands including Charles & Keith, La Senza, Gant, Globus and Chicco had partnered with Myntra to stay relevant and capitalise on its wide distribution network. Even offline stores of brands such as Mango and Gap, and kiranas were engaged for quicker and last mile delivery during the sale.

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