Bengaluru: Myntra’s Big Fashion Festival that concluded yesterday, ushered in the festive cheer across the country by bringing consumers, brands, and the delivery ecosystem together at the beginning of the festive period, creating the ground for positive sentiment and momentum for the months ahead. Held between 3-10 October, Myntra’s Big Fashion Festival witnessed ~5 million customers, placing 8 million orders across categories. 7000 domestic and international brands participated in the event offering 1 million styles.
Key event stats:
Products sold every minute/second/hour:
Most popular items city-wise:
|Most no. of headphones bought in Mumbai||Most no. of kurta sets bought in Chennai|
|Most no. of lipsticks bought in Bengaluru||Most no. of tops bought in Pune|
|Most no. of sarees bought in Kolkata||Most no. of sports shoes bought in Ahmedabad|
Women customers constituted 58% of the shoppers and gravitated towards foundation, lipsticks and kajal, kurtas, printed T-shirts, flowy dresses, and comfy sweatshirts. Handbags and headphones were the most shopped for accessory items.
Small-scale seller growth:
● Among the small-scale marketplace sellers on Myntra, the top 10 sellers grew at a whopping 5X over last year. These brands pertain to women’s ethnic, western wear, kids, personal care, men’s casual wear, home, sports & accessories.
● Some of the highly emerging small-scale marketplace sellers grew as high as 14X over last year.
Speaking on the success of Big Fashion Festival, Amar Nagaram, CEO, Myntra, said, “BFF this year has been remarkable enabling customers to meet their evolving festive need states across the country, while giving a strong impetus to the whole ecosystem, consisting of brands, sellers, buyers, vendors, delivery partners, and others, at the start of the festive season. We are elated to witness such a positive sentiment for festive shopping this year and are working towards delivering all orders pertaining to the event over the next few days. 1 in 2 orders has already been delivered. Over 2600 stores from more than 300 brands in over 40 cities participated in the Big Fashion Festival offering over 1.2 lakh styles during the 8-day event. We also augmented our Kirana partner network which is helping cater to 70% of the total deliveries.”
High traction categories:
The top 3 categories were Men’s casual wear, women’s western wear, and women’s ethnic wear.
From Kidswear western wear, kurta sets, and lehenga choli were the most popular, with shoppers opting for brands such as H&M, Max, Pantaloons, Mothercare, and USPA Kids.
The top categories attracting new customers included men’s casual wear, women’s western wear, women’s ethnic wear, watches, and wearables.
Beauty and personal care witnessed a whopping 180% growth over the previous edition.
Men and Women Leisure & Travel Accessories also witnessed 60% and 90% growth respectively as a semblance of normalcy starts to set in.
With healthy lifestyles being adopted rapidly, a 65% spike was witnessed in women’s sports apparel.
Most popular brands of Big Fashion Festival:
The top brands that witnessed high traction during the event included Biba, W, Libas, Levi’s, Jack & Jones, Tommy Hilfiger, Puma, Nike, Roadster, HRX, Anouk, and H&M.
In beauty and personal care, shoppers’ top-favorites included an array of international and domestic brands such as MAC, Maybelline, Loreal, Dyson, Philips, Lakme, and Nivea.
Leading omnichannel brands that experienced high demand from customers included USPA, Forever New, Jack & Jones, Pantaloons, Pepe Jeans, Blackberrys, Pothys, Vero Moda, MANGO.
Non-metro cities contributing to the demand included Bhubaneswar, Jalandhar, Ajmer, Bikaner, Moradabad, Mangalore, Nellore, Pondicherry, Dharwad, Nautanwa, during the eight-day event. Tier 3-cities demand was led by Aizawl, Silchar, Panchkula, Bhagalpur, Hazaribagh, Nizamabad, Balasore, Kharar, Kakinada among others.
Shoppers who missed undertaking their festive shopping during the Big Fashion Festival can now look forward to a range of value offers from Myntra’s upcoming Diwali event, which is slated to commence on October 16.