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Tag: Myntra

  • PrettySecrets accelerates growth with Myntra

    PrettySecrets accelerates growth with Myntra

    MUMBAI : Apparel brand PrettySecrets will now be available across Myntra, Filpkart and Jabong. The brand has recently tied up with Myntra to be a part of Myntra’s Brands Accelerator Program.

    Last year’s End of reason sale on Myntra saw that PrettySecrets has a month on month growth of over 80 per cent on Myntra. This year PrettySecrets has grown by 110 per cent. It has done sale worth Rs 4 crore in the month of June on Myntra alone.

    PrettySecrets’ growth chart over the past one year has had a very positive influence over Myntra which in turn is one of the biggest fashion ecommerce brand. With both the big brands coming in together it definitely makes a win –win situation for both the parties as well as the customers.

    PrettySecrets CEO and founder Karan Behal says, “The overall online marketplace distribution channel for PrettySecrets has grown 70 per cent over last year (2017) and has achieved a growth rate of Rs 30 crore which is 1/3rd of the overall brand revenue. This association has already catapulted the brand into the offline space with higher recognition and growth. We hope this association helps in reaching higher heights.”

    Myntra head category business and chief strategy officer Ananya Tripathi said, “The vision of the Brand Accelerator program at Myntra and Jabong is to help shape the journey of emerging Indian fashion brands with unique customer proposition and take them to the top 10 national spot in three years.”

    “The success and growth trajectory of Pretty Secrets goes on to show the kind of impetus the program offers to brands. We see great potential in the women’s innerwear category in the coming years and will continue to support the brand with deeper consumer insights and marketing support through technology,” he added.

    The Myntra Accelerator Program has helped the brand in getting increased visibility through complimentary access to Myntra’s visibility tools such as banners and brand days etc which is promoted to over 50 million unique customers.  Myntra and PrettySecrets’ collaborated machine learning tools will help strengthen the customer analytics capabilities and increase sell through rates for PrettySecrets on Myntra’s platform which will help build PrettySecrets’ brand positioning.

  • Zoom partners Myntra, expects 40% top line growth in 2018

    Zoom partners Myntra, expects 40% top line growth in 2018

    MUMBAI: Zoom, the entertainment channel from the Times stable, is bridging the gap between the television and online mediums. In order to maximise its reach using three staple diets of Indians- fashion, Bollywood and entertainment-it has partnered online fashion and lifestyle company, Myntra, to form a new revamped identity. Zoom will no longer be called just ‘Zoom’ but rather ‘Zoom styled by Myntra’.

    The “reimaged” (as the company prefers to call it) identity went live last night-19 April 2018 at 9 pm IST. Times Network president Nikhil Gandhi affirmed, “Zoom is not a TV channel, but it is an omnipresent brand and Bollywood in India is like a meta-state. With our focus on original content, we will be targeting the sweet spot of 15-to 24-year olds.”

    Zoom aims to leverage Myntra’s style quotient for a new look and feel, new shows, new web-series, short formats and exclusive experiences. The new logo and packaging reflect style, vibrancy and happiness that are symbolic of the channel’s target audience.

    With ‘Zoom styled by Myntra’, viewers will see fresh new faces, stylised looks and latest trends from Myntra, rising stars, the best of Bollywood and popular music. Moreover, the clothing/apparel that will be worn by the celebs/actors/anchors would be shoppable via a Zoom store on Myntra. Through this partnership, Myntra aims to make #SeeItToBuyIt a reality, wherein what the consumer sees on screen can be easily accessed on Myntra.

    Myntra is using the association to strengthen its position in the fashion space. The deal between Zoom and Myntra is a monetised partnership that Gandhi is optimistic will travel beyond at least three years.

    Myntra head of research and insights Priyanka Bhargav said, “This partnership will help us reach viewers of the channel across the country who are ardent followers. Moreover, core propositions such as styles, looks and brands will get a huge push through celebrity-driven content that the TG looks up to.”

    Times Network MD and CEO MK Anand was of the opinion that Zoom had changed the rules of stereotype partnership deals in the industry with its association with Myntra and the refreshed identity reflects the kind of real, conversational and multi-lingual entertainment that viewers in India are looking for.

    Considering that companies today are in a hurry to jump from offline to online, the reverse done by Myntra may be considered as a major move. Bhargav said, “Television has always been one of the most popular mediums for consumption of content, alongside social and digital mediums that are extremely popular. Television, in this association, will act as a catalyst for greater penetration and overall visibility for both brands.”

    Myntra and Jabong CEO Ananth Narayanan said that by 2020, 75 per cent of the content consumed would be video content and made for India original content would grow substantially. “Fashion as a category lends itself well to the video format, much more than any other category. Each show will be styled by Myntra and you can easily get similar looks on Myntra,” he added.

    “Zoom has good affinity in the Myntra demographic TG, especially millennials and Gen-Z. Zoom has very good reach, not only in metros but also tier 2 and 3 cities and towns, where Bollywood inspires style and people have strong aspirations. Online fashion shoppers are highly indexed on Bollywood, movies and music and one in four Zoom viewers has a strong affinity towards online shopping for fashion,” Bhargava pointed out.

    According to Gandhi, Zoom is being distributed to 60 countries out of which Mauritius is its biggest market.

    Last year was a difficult year for broadcasters as they grappled with the challenges of both GST and demonetisation. “At the top-line level, Zoom has grown nine to 10 per cent last year, which was muted growth across the industry. But this year is going to be phenomenal and we are going to grow by 40 per cent at the top line,” Gandhi said.

    Amidst rumours that the channel may launch an over-the-top (OTT) platform, Gandhi said that there were no such plans for now but content syndication was surely on the cards. To engage viewers, the channel decided not to spend millions of dollars on creating originals but focus on the ‘feel’ of the shows. “The cost in which we had executed our web-series is unimaginable against what the OTT players are paying per episode. Our cost is very less compared to OTT players in the market,” says Gandhi.

    The ‘Zoom styled by Myntra’ marketing campaign will enjoy visibility across channels via advertisements and promotions on the Times network will amplify the announcement to the larger audiences in addition to a few print ads and hoardings to keep the communication at the forefront in the traditional format.

    Zoom Originals aims to create experiences beyond screens that will be warm, stylish and relatable, reflecting today’s coming-of-age stories, and viewers’ own lives and relationships. These shows will be shown on the channel as well as on YouTube as web series.

    The channel’s flagship property, Planet Bollywood, will also get a makeover. The anchors will now drive the conversation to reveal the real “story behind the news”. The show will also drive discussions to engage viewers on Zoom’s digital platforms and social media handles.

    Also Read :

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  • Amazon India to launch in-house beauty products

    Amazon India to launch in-house beauty products

    MUMBAI: Online e-commerce giant Amazon India will soon launch its own line of in-house beauty and personal care products. Amazon India is talking to contract manufacturers and will be launching private labels (in-house brands) in a few categories within skincare and makeup.

    While Flipkart-owned Myntra has invested heavily in growing its personal care segment, Amazon is set to follow suit. With this, the race between India’s two top e-commerce majors to acquire customers will be further fuelled. 

    The cosmetics and personal care category is fast growing in India and dominated by smaller startups like Nykaa, Purple, etc. The category also has major international brands such as Loreal, Maybelline, Bobbi Brown, MAC among others that are well present offline and via online vendors.

    Amazon came to India in mid-2013 with a massive investment of $2 billion and launched its first in-house brand AmazonBasic in 2015. AmazonBasic had products like consumer electronic products like USB cord, backpacks, tripods, Alkaline batteries, etc. The brand also forayed into fashion segment with its Myx and Solimo a year later.

    According to Red-Seer consulting, the online beauty and personal care market in India is worth $300 million which is expected to cross $3.5 billion in 2 years. 

    Amazon declined to comment on the issue when a call was made from Indiantelevision.com seeking their confirmation on the same.

    If Amazon adds beauty and personal care segment to its category, the move would challenge its direct rival e-commerce platform Myntra that recently announced its plan to open beauty and offline stores. 

    Also Read :

    Amazon India to launch 10 originals in 2018

    Dairy Milk innovates Silk for Valentine’s Day 

  • Myntra targets to grow accessories category by 200%

    Myntra targets to grow accessories category by 200%

    MUMBAI: Fashion portal Myntra has grown its accessories category by 100 per cent and targets to grow year on year by 200 per cent. Myntra is bullish on the category and keeping in mind its long term prospects, has announced its association with premium watch brands like Lacoste, Coach and Hugo Boss as a striking addition to its existing portfolio, making way for consumers to shop for their favourite timepieces from a swanky collection.

    Daniel Wellington, one of the fastest growing brands globally, a social media phenomenon and the modern American luxury brand Coach, will be exclusively available online on Myntra. Some of the leading brands in the category are Fossil, Michael Kors, Casio and Titan. With the addition of new brands, Myntra now houses over 30+ top global brands in the category, making it one of the finest watch stores in the country to call.

    Myntra is also launching a special campaign for the first time in the category to promote the new collection, called, ‘Myntra Maxcessorise’, to be held on 7 and 8 February. Led by digital and social mediums, the campaign aims to showcase the variety and beauty of the collection, available exclusively on Myntra. Leading brands such as Fossil, Daniel Wellington, Police and Tommy Hilfiger are partnering with Myntra for the promotion.

    Myntra Head of Sports and International Brands and Chief Strategy Officer Ananya Tripathi says, “The demand for premium brands is on the rise owing to some of the trendiest global collections and we foresee more and more shoppers opting for international brands in the months to come. With the addition of Lacoste, Coach and Hugo Boss among others, we are on our path to being the most preferred destination for watches in the country.”

    ILG Group Regional Sales and Marketing Director, APAC Region Rajiv Mehra mentions, “With the ongoing success in the Indian domestic market for the Police brand of watches, we are now ready to take the plunge in the growing online channel. With this objective in mind, we proudly associate ourselves to launch the brand, with the dynamic lifestyle and fashion online partner Myntra. This will help strengthen our presence in the online space and grow the brand to the next level. We are confident that with this association, we shall be able to target the right audience for our brand of watches which is quite distinctive and unique in its offering and styling, with aggressive pricing. We look forward to this partnership which will help grow the brand as well as cater to the target audience with a product niche which is more or less not existing in the offline space.”

  • Going from clicks to bricks

    Going from clicks to bricks

    MUMBAI: Nothing beats the feeling of being served at your doorstep and this convenience is what has thrust e-commerce to pole position among shoppers worldwide. Add to it the ease of picking, cross-checking prices across sites and the frequent discounts are the cherries on the cake.

    The growth of e-commerce became evident since 1994, with the first sales of Sting album in the United States. Soon, products like wine, chocolates and flowers became the pioneering retail categories which further fuelled the growth of online shopping. Before long, researchers dug out that some products are more appropriate for e-commerce buying than others – most of them turned out to be generic items which didn’t need physical touch validity. Nothing isn’t online today, you name a product and it’s up for purchase.

    India officially went online publicly in 1995; before that, it was only for research and educational institutes. It was in the early 2000s when India was introduced to a novel way of purchasing – teleshopping. With the advent of the internet age here, this hopped onto the web with Flipkart being one of the earliest entrants. Starting with books, the Softbank-backed company is now giving a tough fight to America’s Amazon.

    Old teleshopping TVC:

    Today, India has an internet user base of over 450 million, which accounts for 40 per cent of the country’s population. NASSCOM has projected the country’s e-commerce market to be worth Rs 2 lakh crore this year. As per Google, there were 100 million online shoppers in India in 2016. Online apparel is one of the most popular verticals, which along with computers and consumer electronics, makes up 42 per cent of the total retail e-commerce sales. According to various media reports, India’s online retail market grew at about 25 per cent in 2017 and is projected to touch $20 billion by the year 2020. It won’t be incorrect to say that it has been a joyride for online websites and e-commerce platforms in India.

    But things seem to be changing now. Following a successful run in the online world, e-commerce companies are now venturing into a space they once thought would soon see the same fate as dinosaurs— brick and mortar stores.

    Globally, this phenomenon has taken the industry by a storm. Large organisations that were leaders in online have taken the route of opening physical stores or pop up shops. E-commerce marketplace Amazon is one such example. The global giant has teamed up with Calvin Klein to open holiday-themed pop-up stores in New York City and Los Angeles. Chinese e-commerce titan Alibaba is all set to steal a page from Amazon’s playbook by opening its first store in Shanghai.

    In India, lifestyle and fashion company Myntra, beauty and cosmetics website Nykaa, eyewear company Lenskart, housing and furniture websites Pepperfry and Urban Ladder and lingerie website Zivame are a few of those who have taken the online-to-offline route.

    Lenskart has established its strong presence in the offline space and is targeting to take its total brick and mortar count to over 900 in the next two years. Its current 400 offline stores contribute 50-60 per cent of its business. Online furniture website Pepperfry currently has over 23 physical stores which contribute 20 per cent to its overall sales.

    Flipkart owned online fashion marketplace, Myntra is considering launching its own multi-brand offline stores where customers can walk in and shop for all the collection that is also available on its online platform. Earlier in March 2017, Myntra launched its first offline store in Bengaluru for its homegrown brand – Roadster. The decision is in line with the company’s effort to aid profitability.

    Pepperfry, Lenskart and Urban Ladder are aiming to come up with their Initial Public Offering (IPO) in the next two to three years.

    Chinese mobile handset manufacturer Xiaomi, which was only available in India via Flipkart and Amazon in 2016, decided to open up stores here to boost sales and boy, did that work for the company!

    Xiaomi, which currently has 13 Mi Homes in top six metro cities, plans to increase the count to 100 by the end of next year. The Chinese manufacturer clocked revenue of about Rs 7000 crore in 2016 but doubled it in 2017 posting Rs 14,000 crore.

    Online leaders are investing heavily in setting up physical stores to fuel their next phase of growth. The move aids them in getting more customers and the hybrid strategy helps in gaining double-digit growth figure while expanding the business.

    Setting up offline stores also helps brands in balancing the high cost of acquisition that the online store demands. Although this is an emerging trend which will play an important role for online retailers in the days to come, brands have begun to embrace this omnichannel approach.

    Having said that, it is also a gamble that not every brand might have an appetite for. Setting up physical stores means investing heavy money into infrastructure and land acquisition while also running the risk of the store being an utter dud! It is a win-win situation for brands that are willing to embrace the step back.

    Also read:

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    BFSI’s changing communication in the digital era   

    E-commerce ad wars are the result of marketing myopia: experts

     

  • Myntra endorses hassle-free returns in latest campaign

    Myntra endorses hassle-free returns in latest campaign

    MUMBAI: Fashion e-commerce site Myntra is wooing new customers, people who have never shopped online, from non-metro cities and smaller towns. The marketing campaign will focus on pain points such as seamless returns and instant refunds, which inhibit them from taking the online leap. The TVCs have been conceptualised by Taproot Dentsu.

    Commenting on the campaign, Jabong head and Myntra CMO Gunjan Soni said, “Non-metro cities are very important markets for Myntra as we see our next phase of growth coming from there. Our research shows that over 30 million SEC A internet users in non-metros do not shop online and, as a market leader, we have launched this campaign to drive adoption among them. We see about 25 per cent of our daily acquisitions coming from this segment. With this campaign, we are looking at acquiring half a million new customers from this target group over the next three weeks.”

    One of the TVCs features Dangal star Fatima Sana Shaikh as she threatens the Myntra delivery boy with dire consequences if the refund money gets stuck in the process. To this, he says that she can be assured of instant refund at Myntra. The second TVC talks about how someone can go to a great extent to convince a person the shirt doesn’t fit well and so needs to be returned. The Myntra executive says it has a no-questions-asked return policy.

    Taproot Dentsu creative director Neeraj Kanitkar said, “Myntra is undisputedly one of India’s most fashionable shopping outposts. But some shoppers, especially from non-metro cities, worry about the practicalities of the service features. Will my return be accepted? Will my return have to meet any requirements? When will I get a refund? And as a result simply stay away from shopping for fashion online. This campaign addresses these questions in a thoughtful, warm yet joyful manner. Which will hopefully get them to try Myntra because once people try Myntra, they really do love it.”

    The campaign will use other mediums like TV, digital, online and outdoor as well.

  • Isobar ropes in Nagappa as VP – south, strengthens Bangalore team

    Isobar ropes in Nagappa as VP – south, strengthens Bangalore team

    MUMBAI: Isobar India has appointed Suraj Nagappa as its vice president to head the business for south. He will be based out of the Bangalore office which boasts of a team size of over 70 and with clients like SunTv, Myntra, Wrangler, Duroflex, Air Asia to name a few.

    Suraj will also be a part of Isobar India’s Leadership team, which already includes Gopa Kumar (Executive VP), Shekhar Mhaskar Vice President, Anish Varghese National Creative director, along with Shamsuddin Jasani, MD, Isobar India.

    Suraj comes with more than 17 years of rich experience in New Media strategy and planning especially with Mobile, SEM and Programmatic based solutions. His past stints have been with some of the best Media setups like Neo@Ogilvy, DDB Mudra, Denstu, Interactive Avenues and Mediaturf and serviced brands like Citibank, SAP, Infosys, Accenture, Toyota, Hitachi, Honda, Amway and Ministry of tourism.

    Isobar India MD Shamsuddin Jasani says, “Suraj is a veteran of the digital industry and I am happy to welcome him to the Isobar family. With a team of over 70 people in Bangalore and Chennai we needed a person who could take the team forward to greater heights and clearly cement our place as the leading full service agency for the digital age.”

    Nagappa says, “I look forward to collaborating with Shams and his team to work on future ready agency for our clients. Digital technologies are transforming all the aspects of business at clients end… I am looking forward to help and build Isobar for the future where digital and mobile are at the heart of strategy.”

  • Roadster rides a new campaign, to stimulate passion

    Roadster rides a new campaign, to stimulate passion

    MUMBAI: Roadster, a casual outdoorsy lifestyle brand in India, launched a brand campaign – The Road is Waiting.

    The integrated campaign reinforces the brand’s promise as a trusted highway companion for the young and restless. The commercial, created for TV and digital, is a rallying cry to explore the road and it’s multitude of experiences, drawing straight from the brand’s signature state of constant transit.

    The commercial introduces viewers to “the gap in the world”, a special place in the world outside that waits to be claimed by you and me – those guilty of being caught up in the hustle of everyday life. This space is full of stories and experiences that is forever reserved for its intended owner. The underlying brand message is simple; that the highway life is incomplete without those who live through it and with this campaign; Roadster looks to call out to the viewer, egging them to find this gap and fill it.

    The film treatment feeds into the spirit of an open invitation – from the different, youthful voices in the narrative, to the protagonists breaking the fourth wall to acknowledge the viewer as they consume the experiences on screen and not in person. The messaging speaks of Roadsters making experiences happen for them, as against simply being at the right places at the right time.

    It’s worth noting that the film was shot entirely in India – a call the brand has taken thus far for every campaign, so that the depicted experiences are within easy reach for the Indian viewer. This sentiment of accessibility has always been close to the brand’s heart and reflected in the campaign’s social media legs.

    The previously male-centric and individualistic brand persona has also grown to include those who identify better with group experiences, not to mention a growing focus on female roadsters that has made Roadster, the largest selling brand on Myntra.

    Myntra CMO and Jabong head Gunjan Soni said, “Roadster has created a unique positioning in its own right and emerged a winner. This campaign, while focusing on the brand story, also focuses on the brand’s product offerings.”

    Myntra Fashion Brands chief Manohar Kamath said, “The new campaign beckons the viewers hoping to entice them and make them enthusiastic to go on a journey themselves. We have strategically looked at ensuring the brand message and its product offering comes through effectively by using diverse set of mediums including TVC, OOH and Digital.”

    Roadster is known for its innovative campaigns from the past such as the GTFO (Get The F*** Out) campaign with actor Ranveer Singh and the ‘PocketMan’ campaign – a live human experiment to interactively demonstrate how a person could live entirely out of their jeans for 48 hours.

  • Brands hop on to pre-IIFA events, Rahman & Sushant join in

    MUMBAI: The enthusiasm is palpable across the world as preparations are well underway for the 18th Edition of the International Indian Film Academy (IIFA), to be held from 13-15 July 2017 in the host city of New York. To highlight the upcoming IIFA Weekend and Awards in the Big Apple, the legendary musical genius A.R. Rahman was joined by Bollywood youth icons Kriti Sanon & Sushant Singh Rajput at an official IIFA press conference held in PVR Director’s Cut, Ambience Mall in New Delhi.

    The 72 hours extravaganza, IIFA Weekend and Awards will feature string of events and unique associations: Myntra presents IIFA Stomp, “Shuruaat” Gala Dinner in association with tGELF and The FICCI- IIFA Global Business Forum 2017.

    The awards will air exclusively live on Colors with the title sponsor Nexa, powered by Vivo, Cause Partner- Woosh Washing Expert, styled by Myntra, official airline partner – Air India, Knowledge Partner – Vedanta, Brand Partner – Closeup, Carnival and Ease My Trip, Jewellery Partner – Gitanjali, Outdoor partners – Bright Outdoor Media and JR Creations, Multiplex Partner -PVR, Radio Partner- Red FM, Print Media Partner- Rajasthan Patrika.

    Times Square is all set to be abuzz with a free-for-all public entertainment at Myntra presents IIFA Stomp to be held on 13 July. Another interesting facet to the 18th edition of the IIFA Weekend and Awards, is a the introduction of the first-of-its-kind Shuruaat Gala Dinner, a charity fundraiser organized by IIFA in association with The Global Education and Leadership Foundation (tGELF) on Day 1, 13th July at the The Pierre in New York.

    A business networking platform is to be held on 14 July at the Asia Society Auditorium in New York, the FICCI- IIFA Global Business Forum 2017, which will see powerful minds coming together to address global issues. The FICCI- IIFA Global Business Forum supported by Asia Society and US- India Business Council (USIBC) aims to be a space for the growth of business between India and USA focusing on the central theme of “India and United States: Partners in Progress for the World”.

    A treat for the fans worldwide, International Indian Film Academy Awards launches the brand new line of Official IIFA Merchandise partnered with New York based Easy Partners, a boutique licensing and merchandising company. The eye-catching IIFA Merchandise includes a diverse range of T-Shirts, Caps, Key Rings, Hooded Sweatshirts, Tote Bags, Magnet, Ticket Holders stylized with IIFA’s logo and Mugs showcasing IIFA 2017 in New York available exclusively on the IIFA website as well as at the famous MetLife Stadium during IIFA Rocks on July 14th and IIFA Awards on July 15th.

  • Myntra launches digital campaign with customer

    MUMBAI: Myntra has launched a three-minute video, featuring a customer for the first time. Data driven insights indicate that she has been one of the most consistent shoppers on the platform, especially during EORS (End of Reason Sale) – Myntra’s flagship biannual sale, from the north-east region. Her name is Novi, a homemaker with two daughters and passionate shopper of fashion, from Aizwal in Mizoram.

    The video would be placed on Facebook, Twitter and Myntra’s Youtube channel. Myntra has developed a short film with narration by Novi herself, where she talks about her experience as an enthusiastic, fashionable and cool homemaker. Her story is not just about shopping, brands or style, it is more about being trendy, the elated feeling of looking good and fashion being a way of life in the region.

    The video is called ‘MyntraUnforgettables with Novi’, where Novi briefly narrates her experience as a homemaker and a fashion forward individual from Mizoram.

    The film begins with a bird’s view of the mountainous landscape of Aizwal during monsoon and Novi describing it as a place having an old world charm with a new age vibe. She spent her entire life there and she feels, she was born in heaven. She is a stay at home mom by choice with two beautiful daughters and her husband is a doctor. As she describes this, the video takes us through hilly regions and old towns and shows her pet dogs at home. It then shows her moving about in Aizwal with her husband by her side in one of the shots and a glimpse of her daughters playing in the house.

    Novi then begins to describe her personality, more specifically her sense of fashion and describes fashion as ‘happiness’. She was always on the search for brands and one day she happened to find Myntra. Her husband George is also very selective about his fashion, one of their little daughters, Norelle is like a diva and the other, Aria, is the wise one and Novi loves to dress them up. She states that she was lucky as when Aria was about to be born, Myntra started its door-to-door delivery in that city and she shopped crazily for her new born during the end of reason sale, in fact her first dress was delivered by Myntra. The video also shows adverse conditions such as rain and difficult terrain that the delivery executive has to brave, in order to be able to deliver the package. EORS has now become a tradition in the family and everybody shops to their heart’s content during the sale. She goes on to state that we don’t realize how looking good makes us feel good, as it sparks up one’s personality, make the person feel confident and on top of the world. She describes herself and her personality as being part of a family that sticks together and celebrates together and experiences all up’s and down’s and life in style.