The Big Fashion Festival witnessed strong traction from smaller cities as shoppers leaned towards ethnic, jewellery and luxury categories
Walmart-owned fashion retailer Myntra said it added two million new customers during its annual Big Fashion Festival (BFF), with nearly 70 per cent of total orders coming from non-metro cities.
Shoppers from Jaipur, Lucknow, Indore, Coimbatore and Visakhapatnam drove much of the demand, led by categories such as ethnic wear, wedding collections, beauty, jewellery and sportswear, the company said in a statement.
Ethnic fashion and jewellery were among the fastest-growing segments, with jewellery sales rising over 80 per cent compared with last year’s event. Kidswear and sportswear also gained traction, boosted by brands such as Puma and New Balance.
Premium and international labels saw strong demand, Myntra said, adding that sales through its Luxe platform surged 80 per cent year-on-year, led by Michael Kors, Versace, YSL, Tissot and Seiko. Global brands including H&M, Levi’s and Estée Lauder also reported higher traction.
Myntra’s Gen-Z-focused platform FWD more than doubled sales versus regular business, led by ethnic wear and menswear. Brands such as Freakins, Bonkers Corner and Lulu & Sky were among the top performers during the event.
Customer engagement initiatives such as the ‘one customer winning a free order every minute’ contest and the new ‘Trend First’ widget, which curated festive looks based on regional preferences, helped drive participation and retention.
“As brands passed on the GST savings to customers ahead of time, starting with BFF, festive fashion categories experienced a strong momentum, international and luxe brands gained a significant rise in demand, indicating the spending intent of the customers.The phenomenal response to BFF’s 3X savings construct, combined with convenience-led propositions like M-Now and M-Express, highlights the deep resonance of Myntra’s festive offerings”, said Bharath Kumar, Senior Director, Revenue and Growth, Myntra.
On logistics, Myntra’s hyper-speed delivery service M-Now recorded double the usual orders, offering over one lakh fast-delivery styles across five metros. By the close of the event, 80 per cent of orders had already been delivered, aided by its Kirana partner network, which now covers 98 per cent of serviceable pincodes.
The company said the festival also generated over 11,000 seasonal employment opportunities through partner networks, with women comprising nearly 30 per cent of additional warehouse staff.
