Myntra, one of India’s leading ecommerce platform, has claimed that its festive fashion event, the Big Fashion Festival (BFF), witnessed 460 mn customer visits, including early access.
As per the company’s official statement released on Thursday, the fourth edition of the BFF offered access to more than 23 lakh styles, scaling up the selection by over 50 per cent from the previous edition. The brand says that this enabled a diverse set of over 6000+ homegrown, D2C and international brands to cater to the festive shopping needs of people in the country.
According to Myntra, the platform witnessed discerning customers with an appreciation for premium and trendy fashion from Tier 2 & 3 cities, with 42 per cent of the demand originating from these regions. Lucknow, Patna, Indore, Guwahati, Bhubaneshwar, Dehradun, Jammu and Siliguri were among the top cities and towns in the non-metro regions.
Speaking on the success of the Big Fashion Festival, Neha Wali, Head of Growth and Revenue, Myntra, said, “We are delighted to have helped spread the festive cheer across the country, as we conclude yet another exciting edition of the Big Fashion Festival. Having registered an incredible 460 million customer visits and a record number of new customers, we are thrilled that the event played a crucial role in amplifying the growth of our brands partners, including legacy and D2C brands while some of the international brands experienced India’s festive fervour with us for the first time. Apart from key fashion staples spanning across Indian wear, Fusion wear and Footwear, categories such as Beauty and Personal Care, Home Decor and Furnishing, Jewellery, Luggage and Travel Accessories, and Watches & Wearables have witnessed substantial growth, as consumers seek a festive transformation beyond their apparel choices. We are grateful for the trust that the trend-first shoppers of the country continue to place in us, strengthening our position as one of the go-to fashion, beauty and lifestyle destinations in the country.”
The brand has stated that the Indian Wear category at large witnessed a 2.2X increase in demand over Business as Usual (BAU), with Kurta Sets, Kurtas, Sarees, Fusion Wear, and Nehru Jackets seeing an uptick in demand from the festive shoppers.
Among the new customers, Kurtas, Kurta Sets, Dresses, Lipsticks, Watches and Party Footwear were popular with women and T-shirts, Shirts, Trousers, Sports Footwear and Denims were popular with men.
Myntra’s trend-focused fashion concept, known as FWD, experienced a 2.5 times surge in demand compared to standard operations as young GenZ fashion enthusiasts personally selected their preferred outfits from the latest collections. Leading trends this season among GenZ shoppers included redefined metallics, reimagined denim, cut-out designs, asymmetrical styles, intricately crafted crochet items, concert-ready attire, bold voluminous looks, and glamorous party wear.
