Myntra Big Fashion Festival Fuels the Growth of Fashion
Myntra Big Fashion Festival Fuels the Growth of Fashion

Myntra's marquee festive fashion event, the Big Fashion Festival, which ushered in the festive fashion shopping spirit this year, concluded its third and the biggest edition ever. The event welcomed a record 1.2 million new customers from across the country. As customers shopped in plenty for fashion, beauty, and lifestyle products during the event, Myntra Big Fashion Festival saw over 45 percent of visitors coming from tier ll/lll cities of India.  

The third edition of BFF offered access to 1.5 million styles, 1.5X more compared to the previous edition, enabling a diverse set of over 6000 brands to cater to the festive shopping needs of the entire family. 

Delivering bags of joy from the third edition of the Big Fashion Festival in record time, the event saw the fastest order getting delivered in ~240 minutes. The strong delivery network, one of the key USPs of shopping on Myntra, has already fulfilled a record 60 percent of festive fashion shopping orders before the end of the event. 

Popular Categories

The top trending categories in these editions were women's Indianwear and western wear, men’s casual and workwear, beauty, and personal care, and watches and wearables while the beauty and personal care category which scaled up its portfolio by ~2X YoY saw 40 percent more customers than the last edition. ‘StyleCast’, Myntra's dedicated destination for the fashion-forward Gen-Z enthusiasts of the country, drew the attention of more customers during the event. The Big Fashion Festival was an opportunity for customers to shop for their entire families’ festive fashion needs, including kids and teens. The watches and wearables category were also popular and witnessed over 90 percent growth in demand.

Most Popular Brands of BFF-3:

During this edition of the Big Fashion Festival, D2C Brands witnessed unprecedented growth on Myntra, giving a major boost to the homegrown fashion industry. Fashion-forward customers who also enjoy shopping from international brands purchased the fresh and trendy collections from H&M, Mango, Urbanic, Trendyol, GANT, Forever21, and Forever New. Some of the other brands that saw high traction during the event are USPA, Puma, Boat, H&M, Roadster Life and Co., Levi's, Adidas, Nike, Maybelline, Anouk, House of Pataudi, Sojanya, Deyann, All About You, Invictus, Fable Street, Rare Rabbit, Suta, Hellcat and Max teens among others. Given the season of festivities around, Indianwear saw a big fillip as well on the platform.

Sharon Pais, Chief Business Officer, Myntra, said, “Spreading the cheer of festivities, the Myntra Big Fashion Festival concluded on a high note, with 6 million customers placing orders across fashion, beauty and lifestyle, as they shopped for their entire family’s festive needs. Our strong last mile network, including 21000 kirana partners, has fulfilled 60 percent of deliveries before the end of the event, yet another testament of our customer centricity and commitment to deliver an unparalleled fashion shopping experience.” 

The event also gave an impetus to many homegrown D2C brands by bringing them the opportunity to connect with millions of upwardly-mobile fashion-forward shoppers of the country, with some of them registering robust growth. We are delighted with the value that this edition of the Big Fashion Festival has been able to bring about for brands across the spectrum including domestic and international, in addition to helping augment income for our Kirana partners and artisans while serving the festive fashion needs of our customers,” she added.

Myntra’s 360-degree marketing campaign, amplified across TV, digital and social media, engaged over 250 million people across the nation. Myntra’s wide customer base, including a huge Gen-Z cohort, actively participated in the Big Fashion Festival social media campaign leaving the ‘BFF Game’ zone to trend on Twitter lifestyle and fashion affinity trends for 15 days. The event’s social media campaign delivered 775 million impressions and over 25 million engagements.

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