Brands create exclusive collections for Myntra's EORS
Flipkart’s fashion arm Myntra has enlisted a number of brands -- including Puma, Nike, Biba, Max Fashion, and W for Women -- to introduce new, exclusive clothing lines to retail as part of its ‘End of Reason Sale’.
This year, Myntra’s EORS event will take place from December 20 to 24 on its e-commerce platform. The business has taken a slightly different approach this edition as, instead of using the sale as a way to divest itself of stock from the previous season, it is also using the event to promote new collections for the upcoming winter season. Shoppers will be able to browse festive-themed loungewear and work-from-home wear collections from a range brands for the first time during the sale.
“Fashion as an industry has bounced back to pre-Covid level as it gives feel-good factor at a low price point than any big ticket size item such as travel in pre-Covid times,” Myntra’s CEO, Amar Nagaram, told the Economic Times.
To further tap into the evolving consumer demand, Myntra will place a special focus on work-from-home wear and winter clothing during its EORS event, enabling shoppers to stock up on new products which are proving popular during the current climate at competitive price points.
“We asked the brands to come up special merchandising units for EORS with festive designs incorporated into lounge and active wear,” said Nagaram. “This cuts down cost and they are able to give sharp pricing and reach the relevant consumer with least investment unlike before. More than discounts and clearing old inventory, the pricing of new winter season merchandise itself will be attractive this time.”
Myntra expects around 40 million visitors over the course of the five-day sale with around half of business expected to come from Tier 2 and 3 markets. The business aims to acquire around one million new customers during the sale and has upgraded its technology to facilitate 20,000 orders per minute in response to its predicted demand.
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