Myntra is expecting a higher sales volume at its Big Fashion Festival that will be held from October 16-22, 2020. Myntra has put together nine lakh styles. It has also increased the total number of participating brands to 5,000.
For this event, Myntra has onboarded more shoppers from Tier II and III cities. The categories in demand are athleisure and casual wear, kidswear, beauty and wellness – across geographies. For the first time in these months, Myntra recorded an increased interest for premium products during Rakshabandhan and Ganesh Chaturthi.
While Myntra’s marketing investment for the event remains the same as planned pre-COVID-19, its method of expenditure will change. The retailer plans to release several advertisements in regional languages this year. It has already onboarded brand ambassadors ike Kiara Advani, Youtuber Bhuvan Bam and South actress Samantha Ruth Prabhu to reach out to the masses and have a wider brand appeal.