Myntra targets Gen Z shoppers with new app feature 'Style Cast'

By

Isabelle Crossley

Published
Dec 8, 2021

Flipkart’s fashion arm Myntra is targeting Gen Z shoppers ahead of its upcoming largest-scale sale of the year and has launched ‘Style Cast’ as a curated shopping platform with over 60 fashion brands. 

The Style Cast shopping app feature was piloted in September 2021 and went fully live on December 8, the business announced in a press release. The dedicated segment of the Myntra shopping app has a distinct design to appeal to Gen Z shoppers and has been formulated to offer, “unique and absorbing experiences,” to customers aged 16 to 25. Brands featured on the online store include H&M, Urbanic, Trendyol, Misguided, DeFacto, Mango, JC Collection, Forever New, and Forever 21, among others.
 
“Style Cast is Myntra’s one-of-a-kind, latest and one of the biggest initiatives to bring global trends to the Indian market for the young fashion-forward shoppers who are known to have edgy and high on-trend fashion choices,” said Myntra’s chief business officer, Sharon Pais, in a press release. “During the upcoming EORS-15, Style Cast will play a pivotal role in catering to the unique fashion preferences of the Gen-Z customers with over 3000 styles.”

During the End of Reason Sale, Style Cast will feature three curated multi-brand segments with the themes ‘Winter Wonderland’, ‘Winter Crush’, and ‘Romanticism’. The shopping segment has both a budget and a premium section to cater to multiple price points.
 
In tandem with the launch of Style Cast, Myntra has launched a new range of influencer-led engagement and promotional activities across its social media platforms including Instagram. The business is working with established and smaller influencers to promote its garments and accessories to a Gen Z audience. 
 
“We have both established and emerging labels and brands coming together to build special selections on a month-on-month basis, based on the latest up-to-date trends and the needs of our target shoppers,” said Pais.

“In the months ahead, we are slated to bring in a number of leading global fashion brands to further strengthen the ‘Style Cast’ proposition and make it the go-to fashion destination for Gen-Z in India.”