Myntra Big Fashion Festival (BFF) ended, witnessing ~460 million customer visits during the event, including the early access period. The festival, now in its fourth edition, showcased over 23 lakh styles from more than 6000 homegrown, D2C, and international brands, capturing the attention across India.
The event, known for its shopping experiences, saw a substantial surge in customer demand, especially in the realms of premium Indian wear, beauty, personal care, and home decor. Notably, ~42% of the total demand was attributed to shoppers from Tier 2 and 3 cities, reflecting the increasing enthusiasm for trendy and premium fashion among non-metro consumers.
Neha Wali, Head of Growth and Revenue at Myntra, expressed her thoughts on the success of the festival, mentioning its role in supporting the growth of brands, including D2C and international labels and promoting a range of fashion and lifestyle products. Wali also highlighted the significant growth observed in ancillary categories, such as beauty and personal care, home decor, and luggage and travel accessories, indicative of consumers’ inclination towards holistic festive shopping experiences.
Some of the notable highlights from the festival included a substantial increase in demand for Indian wear, witnessed as a 2.2X rise over Business as Usual (BAU). The event also experienced a surge in demand for beauty products, personal care items, and home decor, indicative of consumers’ preference for a comprehensive festive transformation.
Myntra’s FWD, observed a remarkable 2.5X increase in demand over BAU, with GenZ actively participating in the latest trends and collections.
Key statistics from the festival revealed a strong demand for kurtas, kurta sets, footwear, and denim, emphasizing consumers’ heightened interest in enhancing their festive wardrobes. With its 360-degree marketing campaign, Myntra engaged over 250 million people nationwide.
About Myntra:
Myntra, a part of the Flipkart Group, is a fashion and m-commerce platform in India, offering a range of over 6000+ top fashion and lifestyle brands, catering to consumers across the nation. Some of its notable brands include H&M, Levis, U.S. Polo Assn., Tommy Hilfiger, and MANGO, among others. Myntra’s services cover more than 19,000 pin codes across India.
