How Myntra is leveraging video content to increase the engagement?

Conceived by Myntra 'Myntra Fashion Superstar' is one of kinds digital fashion influencer talent hunt on Myntra app. With this initiative, Myntra marks the beginning of company's video content-led approach to customer engagement.
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Amar Nagaram

Myntra Fashion Superstar is one of its kind reality shows that offer fashion influencers an opportunity to showcase their special talent. While the concept is aimed at bringing the influencer community to the fore, it also demonstrates Myntra’s innovative technology led approach to enhance customer experience and engagement on its platform. In an exclusive interaction with Amar Nagaram, Head, Myntra Jabong sheds more light on same.

Why did Myntra come up with this concept?

Fashion as a segment relies heavily on content, especially visual. In order to engage with an ever evolving audience, it is extremely important to keep pace with changing trends, ideas and notions, from around the world. While content plays a major role in establishing a certain relationship between a brand and its audience, there is also the aspect of influencers who are a very important part of the ecosystem and have contributed significantly in shaping people’s ideas and affinity towards fashion. Myntra Fashion Superstar was therefore conceived to bring the influencer community to the fore and encourage them to think out of the box and contribute to the cause of fashion as a whole.

How this initiative will help Myntra in establishing better engagement with customers?

As stated earlier, content and influencers are today key to engaging an ever evolving fashion audience and as a new-age brand, Myntra is keen on leveraging this aspect. Viewers of the show will witness a series of fashion related tasks and activities being performed by the participants, including styling, creating content, engaging with the audience and gaining their acknowledgement, among others. This not only helps them understand the nuances of being a winner in the fashion arena, but also encourages them to raise their personal bar on fashion.

How has influencer marketing evolved in India and the world?

In our opinion, influencer marketing is still evolving and has tremendous potential to shape the way brands engage with its target audience. Influencers are today using social media platforms extensively to create engaging content, especially in the fashion space and are garnering a lot of attention and fan following. Our objective is to bring them on Myntra and integrate the fashion influencer ecosystem in the country. Myntra Fashion Superstar is one such initiative that not only helps us identify and associate with powerful influencers, but also helps to grow the influencer ecosystem in the country. 

 

Amar Nagaram
 
 
 
 
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