Myntra's Big Fashion Festival sale attracts 460 million customers

Big Fashion Festival sale: Myntra, a leading fashion e-commerce player, reported approximately 460 million customer visits during its recently concluded festive sale, known as the Big Fashion Festival (BFF). This surge in demand in metropolitan areas was primarily attributed to the enthusiasm of customers in Bengaluru, New Delhi, Mumbai, and Hyderabad.

The fourth edition of the Big Fashion Festival, which took place from October 7 to 18, featured a staggering variety of over 23 lakh styles from Myntra's sellers. This represented a 50 per cent increase in the selection compared to the previous edition.

Neha Wali, Head of Growth and Revenue at Myntra, expressed satisfaction with the event's success, highlighting the crucial role it played in the growth of various brand partners, including legacy and direct-to-consumer (D2C) brands. Some international brands also made their debut in India's festive market during this event.

The demand extended beyond fashion staples to categories like beauty and personal care, home decor and furnishing, jewellery, luggage and travel accessories, as well as watches and wearables. Consumers sought a festive transformation not only in their apparel choices but also in various lifestyle and personal items.

GMV reaches Rs 29,000 in first four days

E-commerce platforms reported a substantial Gross Merchandise Value (GMV) of Rs 29,000 crore within the first four days of the festive season sales that commenced on October 7. This represented a year-on-year growth of 16 per cent, according to a report by Redseer Strategy Consultants.

The report also anticipated increased interest in categories such as fashion, beauty and personal care, and home during the latter half of the first week of the festive sale.

In addition to Myntra, other major players like Flipkart and Amazon had their own successful festive season sales. Flipkart recorded 1.4 billion customer visits during its Big Billion Days sale, while Amazon witnessed more than 9.5 crore customer visits during the early access day and the first day of the Great Indian Festival 2023 sale.

E-commerce unicorn Meesho also made significant strides, with 16 million app installs during its flagship 'Meesho Mega Blockbuster Sale.' Over the 10-day sale period, the company registered 1.2 billion user visits across various categories, including home and kitchen, fashion, beauty, and personal care (BPC).

As these e-commerce leaders celebrate a decade of festive season sales, Redseer's earlier predictions indicate a year-on-year GMV increase of 18-20 per cent, reaching a total of Rs 90,000 crore for e-commerce platforms.