BENGALURU: Myntra, India’s leading platform for mass premium fashion will be launching a multi-media campaign by the end of this week, revealed Myntra Fashion chief marketing manager Gunjan Soni.
Soni spoke with www.indiantelevision.com during an event today when Myntra announced that it has witnessed 80 per cent year-on-year growth with an industry leading revenue run rate of US$ 1 billion. The acquisition and turnaround of Jabong and the recently concluded festive season have contributed to this growth and strengthened Myntra’s position on its path to profitability says the company.
Speaking about the soon-to-be-launched campaign, Soni said, “We are launching our campaign this Saturday about how we have become category leaders in various areas, so this particular campaign is about sports. I think a lot of people are surprised when we say fashion and sports. About 30 per cent of our business is sportswear including sports shoes. We are picking sports as a category and we are launching a specific sports destination on Myntra. To Support that, we are driving a mega 360 degree communication around it – that includes TV, outdoor, digital, radio, we are covering it all. Taproot is the creative agency and Maxus the media buying agency.”
“When brands talk about sports, they usually use mega sports stars and they always portray very high profiles. We need to be more related. Our story is that a normal person wanting to lead a fit life and the message we want to convey is that no matter which sport you want to play to stay healthy, Myntra is the destination to get the gear. We are looking at Rs 10 to 15 crore kind of spends for this campaign that will run for about a month,” further revealed Soni.
On Myntra’s and Jabong’s achievements, Myntra and Jabong CEO Ananth Narayanan said, “We are at the forefront of fashion in India today with over 18 million (1.8 crore) monthly active users. Our unique approach to leverage technology to decode fashion has helped us become the fastest growing online fashion platform. Myntra, Jabong and Flipkart together have 70 per cent market share in the country today and will continue to grow this by empowering brands and customers. We are on track to achieve scalable and sustainable growth and will be EBITA positive in FY-18.”
In this phase of growth, Myntra says that it is using technology to empower its customers and brands. For customers it is leveraging Artificial Intelligence (AI) and Machine Learning for a personalised shopping experience, better product discovery and assisted buying. The company has introduced several features to enhance customer experience resulting in Myntra being 20 points ahead on NPS than the industry. To its brand partners, Myntra provides brand performance and analytics support, customer insights to develop a loyal fan base and enable engagement. In line with this, it has launched a new portal which will provide brands with customised insights and competitive intelligence reports to manage their performance on the platform.
The company will also launch iconic global fashion labels Hugo Boss and Hackett which will be available on the platform.
