Myntra looks to profit from World Cup

By

Isabelle Crossley

Published
Jun 15, 2018

Myntra has launched a wave of promotions for the World Cup and is looking to greatly increase its sportswear sales through promoting the football tournament.

Online multi-brand fashion retailers such as Myntra are expecting for the sales from sportswear section of their clothing selection to rise by over 40 percent during the June financial quarter (compared to the same time last year), thanks to the ongoing World Cup. Although India’s national team is not in the tournament, the event is still a huge marketing opportunity for Indian fashion brands, especially in the sportswear section of the market.

The Vice President and Head of Sports, Footwear, and Accessories at Myntra, Puspen Maity, told Livemint that the average football related sportswear customer is aged between 13 and 30 years old and is predominantly male. Places like Goa, Shillong, Kochi, and Chandigarh have the most football fans, according to Maity.

Myntra is doing its best to tap into the hype around the event and its Facebok page’s feed is currently full of sportswear promotion linked to the tournament. Two of the main sportswear brands that Myntra is promoting related to the World Cup are Adidas and Nike which produce team related clothing and accessories. 

Sportswear is an increasingly popular section of the menswear market in India and the celebrity status of many sportsmen in India is fuelling the trend of sportswear as casual wear for men. This can also be seen with the large number of Indian sportsmen such as the cricket player Virat Kohli chosen as brand ambassadors at the moment.