Myntra launches new virtual mall feature

Flipkart-owned fashion marketplace Myntra has launched a new virtual mall feature on its app to give brands prominent display for an additional fee. This app offers apparel and accessories brands an offline official store experience on the marketplace as malls continue to receive low footfall amid the pandemic. About 30 brands including Hennes & Mauritz, Decathlon, Puma, Max and Mothercare have signed up for the online mall.

Myntra states, the virtual mall was a pre-pandemic plan accelerated now to strengthen its market position. The fashion marketplace is targeting brand-conscious customers who can now directly navigate to their selected brands, shop for new arrivals, latest collections and interact with customized interface like in a physical mall. The pilot for the new feature was launched a few weeks ago when the platform learnt that one-third of the search terms on the app had a brand name in them.

Myntra will also hold its End Of Reason (EORS) in the third week of December. In its first edition of EORS in June, Myntra had noted 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 amid the lockdown.