Myntra launches FWD to woo Gen-Z buyers; seeks so as to add 10 mln new prospects

New Delhi: Flipkart-backed trend portal Myntra on Monday introduced the launch of FWD, an in-platform expertise providing extra manufacturers and curated kinds tailor-made for Gen-Z buyers. The transfer comes days after rival Amazon launched an identical providing. 

Myntra goals so as to add 10 million Gen-Z prospects over the subsequent two years, constructing on its 2022 Gen-Z buyer base of 8.6 million.

Gen-Zs, these born between 1997 and 2013, have an estimated world buying energy of round $360 billion, with 20% residing in India. Their distinct aesthetic and model selections have been driving trend developments – crop tops, ribbed attire, chunky sneakers, and saggy denims.

Myntra’s FWD will characteristic manufacturers similar to H&M, Trendyol, bebe, Tokyo Talkies, Sassafras, Hersheinbox, Avenue 9, Athena, Bonkers Nook, and Boohoo, focusing on the Gen-Z demographic. The corporate has launched app-in-app options similar to direct entry to Myntra FWD, simplified trend-spotting-to-shopping, photograph search, and day by day drops.

“As we construct for a lot of Indias, Gen-Z is a vital cohort that we proceed to take deep curiosity in. Their individualistic sense of fashion, numerous factors of view and core values mirror of their distinctive trend selections and is steadily impacting the way in which trend is being consumed at a global-level,” Nandita Sinha, CEO, Myntra, stated.

To drive engagement on the platform, Myntra FWD will work with over 500 creators similar to Radhika Seth, Sanket Mehta, Aditi Bhatia, and Manav Chhabra, amongst others. Myntra has additionally partnered Bollywood photographer and content material creator Viral Bhayani whose stream of the best-spotted celeb appears shall be out there on the app. Customers will have the ability to store for his or her favourite celeb appears by way of Celeb Model Recordsdata.

“The FWD expertise has been utterly reimagined, with a give attention to Gen-Z customers, with discoverability and inspiration on the coronary heart of it. Beginning the primary week of the launch, the Myntra FWD providing shall be highlighted by way of its unmissable place on the high-engagement backside navigation bar on the Myntra app. This can assist construct resonance with prospects enabling direct entry to all issues Gen-Z proper from the get go,” the fashin retailer added.

Shoppable video content material within the type of reels shall be out there on the FWD homepage for the digital native Gen-Z viewers inside the first few weeks of the launch.

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Up to date: 02 Might 2023, 03:13 PM IST