Myntra disrupts age-old practices with data and machine learning

Myntra is disrupting the age-old practices of the fashion industry with data and machine learning. It is now able to provide brands with consumer insights that take into account not only the consumer’s profile but also variables like their location, the weather patterns, and what other consumers with similar parameters are buying.

As the threat of COVID-19 started emerging in the country, Myntra partnered with Wildcraft, India’s fastest-growing outdoor gear, clothing, and footwear brand, to sell face masks on its platform.

The retailer also migrated its entire data platform including supply chain management, inventory, and website capabilities to Microsoft Azure. Azure’s built-in Machine Learning tools expedited the retailer’s development of advanced analytics capabilities to understand their consumers better. It also enabled the retailer o provide actionable insights to partner brands about what consumers were looking for and helped them prioritize their offerings accordingly.

With these data-driven insights, Myntra introduced ‘Work from Home Edit’ on its app that focused on categories like comfort wear, loungewear, athleisure, home wear, and ethnic wear.

Apart from gleaning insights from what consumers are searching and buying, Myntra also understands the aspirations of its consumers thanks to Myntra Studio. A personalized content destination, it features fashion style guides from influencers and brands that users can shop directly from Myntra. During the early days of the lockdown, insights from customer behavior on Myntra Studio enabled its partner brands to move their inventory from their physical stores to Myntra.