Myntra looks beyond discounts to launch 35 brands at its first BFG event

By

Maverick Martins

Published
Apr 6, 2017

Online fashion retailer Myntra is looking beyond discounts to woo the customers and will launch 35 brands at its upcoming three day sale event Big Fashion Gig (BFG) starting on April 8. The fashion retailer said that 10 million users are expected to shop during the event and sales will grow 3 times.

“Big Fashion Gig will be an event unlike any other so far in the online fashion space. It brings with it, the largest curated collection of domestic and international brands with over 35 launches under one umbrella in a single day and is part of our strategy to offer a clear proposition beyond discounting, which has played a major role in the ecommerce sector so far," said Ananth Narayanan, CEO of Myntra & Jabong, said in a statement.

"We expect 10 million users to participate in the first edition of BFG and are expecting to acquire over one lakh new customers. Traffic to our platforms is expected to witness a surge of over 3X over a normal day during the period and we are targeting over 3x in sales through this event," Narayanan said further.

Myntra had earlier said that it will cut down customer discounts and supply-chain costs. With this move it is clear that the fashion etailer wants to focus on expanding its brand and services portfolio in a bid to maintain its brand differentiation and meet profitability targets.

The first edition of BFG will witness the participation of 1500 domestic and international brands, with a collection over3 lakh products and styles.