Myntra has onboarded Urbanic, a London-based digital fashion brand and the ultimate one-stop shop for edgy, chic yet economical fashion, marking the latter’s first-ever partnership with an e-commerce platform. The brand is an emerging favorite among fashion-first Gen-Z shoppers and beyond in India, for women’s western wear, while also being popular in several countries, with its trendy and stylish offerings across categories.
Urbanic will offer a differentiated collection of over 2,500 styles to shoppers on Myntra, targeted at the young fashion-conscious consumers looking for trendy, affordable, far-from-basic styles across categories, including apparel, loungewear, and accessories. The selection includes tops, denim, winter wear, lingerie, swimwear, and accessories, and will be available on Myntra from September 1.
The association between Urbanic and Myntra gives an edge to one of the world's biggest bases of Gen-Z fashion shoppers as it creates wider accessibility, especially with Myntra being the preferred launchpad and platform for fashion brands in engaging with digitally native audiences across the country. Gen-Z is one of the primary consumer segments that Myntra focuses on considering their wide-ranging expression of fashion and the enormity of this fast-growing segment.
Myntra’s association with Urbanic, which is a favorite among this particular generation of shoppers, intensifies its bond by bolstering its relevant portfolio, while Urbanic, can enhance its reach and foothold in the country, offering the perfect opportunity for consumers to access a wide range of trendy ‘grammable pieces.
Best selling products of Urbanic to look out for on Myntra include flared jeans, knot A-line pants, animal print outfits, cut-out dresses, co-ord sets, and denim, among others.
Speaking on the launch of Urbanic on Myntra, Ayyappan Rajagopal, Chief Business Officer, Myntra, said, “We are elated to be joining forces with Urbanic to bring the best of fashion-in-trend to our thriving base of young shoppers namely Gen-Z and millennials, who are steadily shaping the future of e-commerce. With their extremely high digital presence combined with a keen sense of style, they are poised to become one of Myntra's dominant consumer bases and this partnership helps us boost our portfolio to cater to their distinctive fashion choices. In addition, our dedicated brand store for Urbanic will enable easy discovery of the brand’s proposition under one roof for our fashion-conscious customers while offering a personalized shopping experience. Myntra’s hassle-free returns, differentiated customer experience, and impeccable service are sure to enhance the shopping experience for Urbanic’s community of trendsetters.”
Rahul Dayama, Head of Marketing, Urbanic India, stated, “We are delighted to partner with Myntra and bring Urbanic’s edgy, uber chic, and in-vogue collection onto India’s leading destination for fashion, beauty, and lifestyle. With this collaboration, we aim to scale our accessibility and leverage Myntra’s nationwide reach, its large and evolving customer base and rely upon its industry-first initiative, Myntra Studio, to give our community of style icons superior digital shopping experience.”
James Wellwood, Partner at Urbanic - London, added, “We want to make sure that all individuals have equal access to fashionable and trendy outfits that Urbanic provides at an affordable range.”