The company states that brands under ‘Brand of the Day’ witness around six times (6X) growth in demand over business as usual (Bau)
Registering over 1.5 million new customers and with 390 million customer visits, Myntra has concluded its festive fashion event, the Big Fashion Festival (BFF). Out of the 1.5 million new customers, over 80 per cent came from non-metros. In addition, FWD, Myntra’s dedicated Gen-Z fashion destination, witnessed a 2.5 times (2.5X) growth over business as usual (Bau) in new customers joining the platform.
As per the company, the platform registered a 100 per cent growth in orders per minute at peak. The categories that saw heightened demand included women’s ethnic wear, men’s occasion and casual wear, and sports footwear. Categories like beauty and personal care, watches and wearables and home furnishings clocked 1.5X growth in demand over the last BFF.
“India’s fashion game during this festive season continues to be a notch higher as fashion-forward shoppers exhibit strong purchase intent. We are thrilled to see the enthusiasm for shopping across categories which is setting new benchmarks, with 390 million customer visits and over 1.5 million new customers. The 3X value constructs were a major pull for customers which made shopping even more rewarding. We expect the buoyant shopping sentiment to carry on in the weeks to come,” stated Neha Wali, Senior Director, Revenue and Growth, Myntra.
With credit cards emerging as the most preferred payment option during the event, BFF witnessed 9X growth in credit card payments over Bau while the Myntra-Kotak co-branded credit card recorded 8X growth in transactions on the opening day, over last year.
As per the company, over 100 direct-to-consumer (D2C) brands, part of Myntra Rising Stars, experienced more than 100 per cent YoY growth during this year’s BFF. The D2C Beauty and Personal Care segment introduced a couple of months before the festive season is on a strong growth trajectory having clocked 110 per cent growth over Bau.
The company stated that by the end of the closing day of BFF, Myntra’s last-mile delivery fleet which includes Kirana partners, already delivered 75 per cent of the orders covering over 98 per cent of serviceable pin codes in the country. This edition of BFF saw a 82 per cent YoY growth in the ‘WoW calls’, where customers showered appreciation on customer service champions for their efforts to make the shopping
