Myntra, one of India’s leading fashion, beauty and lifestyle destinations, said on Monday that the 16th edition of its flagship EORS-16 (End of Reason Sale) saw growth of over 70%. of traffic compared to the status quo (BAU) on the first day. .
India bought a record 50 lakh of products in the first 24 hours of Myntra’s EORS sale which is being held from June 11-16.
On day one, 2.6 million items were shipped within the first 24 hours of the event.
“Fashion-forward and mobile-upward consumers once again greeted EORS with a warm open, purchasing 50 lakh of products in the first 24 hours to meet their fashion and beauty needs,” said Nandita Sinha, CEO of Myntra.
“It is also very encouraging to see women forming 60% of the shopper base and some of the Tier 3 cities emerging as high traction customer hubs on the first day of this edition. As the event unfolds in the next few days, we are excited to serve millions of customers with our delicious technology-driven shopping experience,” added Sinha.
The women’s western wear category saw demand of 14 lakhs for tops and t-shirts and 7.6 lakhs for kurtas on day one.
Nearly two-thirds of demand in the “Beauty and Personal Care” category was driven by makeup, skincare and fragrance, with more than 100,000 lipsticks purchased by customers.
Jewelry saw more than 2 jumps over BAU, with workwear jewelry driving demand.
In the menswear category, jeans saw the highest spike at 10x BAU with similar high demand for t-shirts and shirts at 8x BAU.
With the resurgence in fitness focus, customers have taken advantage of high value offerings from renowned brands such as Puma, Nike, Adidas, Skechers and HRX, among others.
Activewear was trending on day one peaking at 1.7x BAU. Sportswear for plus sizes and yoga also saw increased traction on day one, the company said.
Children’s clothing, one of the fast-emerging categories on Myntra, witnessed a huge 3x jump over BAU, with summer essentials such as t-shirts and shorts, and shoes that drive demand.
Myntra recorded the highest number of app installs to date with an unprecedented 4.5 million in the run-up to the buzz.
Nearly 51% of day one customers who made their first purchase on Myntra were from Tier 2/3 cities, further cementing Myntra’s foothold beyond metros and major cities.
Traffic on the platform hit a record 8 million during the “Early Access” period of the six-day fashion extravaganza.
Around 1.2 lakh of products were ordered in the first 10 minutes as customers rushed to make the most of the midnight opening
On day one, Delhi made the most purchases among the metros, with Bangalore, Mumbai and Hyderabad being among the other major metros driving demand.
Jaipur, Lucknow, Patna, Indore, Surat, Vizag and Ludhiana are some of the top non-metropolitan cities that shopped during this period.
Major tier 3 cities included Dehradun and Aizawl, while emerging tier 3 cities included Dimapur (Nagaland), Tiruvallur (Tamil Nadu), Roopnagar (Punjab) and Jabalpur (MP).
Myntra’s nationwide network of 21,000 Kirana store partners (MENSA network) processes over 19,000 PINs and will make 85% of deliveries and provide crucial support to the last mile delivery process during the event.
Myntra said it created approximately 27,500 third-party job opportunities through its partners to meet the expected increase in demand.
As part of its omnichannel integration, the platform enables more than 300 brands across more than 3,800 stores to provide customers with a seamless shopping experience.
(Only the title and image of this report may have been edited by Business Standard staff; the rest of the content is auto-generated from a syndicated feed.)