Based on data analytics by Myntra, top fashion and lifestyle brands such as Puma, Nike, Biba, W For Woman and Max Fashion plan to launch exclusive collections for the e-tailer’s upcoming flagship End Of Reason Sale (EORS) event. Scheduled from December 20-24, 2020, EORS expects 40 million visitors over the five day sale period with demand expected to increase four times over business as usual (BAU) and 1.5 times over the last winter edition. About 50 per cent of the contribution is expected to come from Tier II, III markets.
During last EORS in June, Myntra had recorded 86 per cent increase in the number of customers from Tier II and III cities, indicating a shift in consumer behavior and preference for online shopping during the lockdown. It was the first online sale post COVID-19 lockdown that was being looked upon by brands to bring the first wave of normalcy and to win back shoppers.
Apart from increasing the fleet of delivery agents with 20,000 kirana partners on board, the platform roped in 1,600 brick-and-mortar stores from about 200 brands to serve as fulfillment centers. For its upcoming edition, Myntra will deliver one-third of the EORS orders in paper bag packaging in place of plastic while 50 per cent of the orders will be shipped from solar power-enabled fullfilment centres in Bhiwandi and Bilaspur. The marketplace expects to ship 1.5 crore items by the first week of New Year.