The recently concluded 20th edition of Myntra’s flagship event, the End of Reason Sale (EORS) recorded over 150 million customer visits.
Celebrating a decade ofrevolutionising fashion in India, this EORS edition showcased over 3 million styles from more than 8,800 brands. Compared to the previous summer edition, catalogued brands at the event increased by 47 per cent while trend-first selections rose by 50 per cent.
Some of the top metro cities contributing to this demand included Bengaluru, Delhi, Mumbai, and Hyderabad. Cities and towns like Guwahati, Bhubaneshwar, Dehradun, Jammu, Mysore, Fatehabad, Panipat, Hisar, and Udaipur also participated enthusiastically.
Indicating a rise in premiumisation, around 55 per cent of the demand also came from non-metro regions, notes NehaWali, Head - Revenue and Growth, Myntra.
Demand for international brands increased by 1.85 times over the usual business levels. Brands like Mango, Nike, Adidas, H&M, Victoria’s Secret, Levi’s and Puma were some of the most sought after brands at the event.
Some of the top selling categories at the event included Women's Indian and Casual Wear, Men's Casual Wear, Sports Footwear, Kids Wear, Personal Care, and Home Furnishings. The most sought-after items included T-shirts, shirts, kurtas&kurta sets, perfumes, dresses, makeup and skincare products, denims, running shoes, trolley bags, and headphones. On average, 167 T-shirts, 60 pairs of shoes, and 20 lipsticks were sold every minute.
D2C brands were highly popular, with demands for clothes from brands like Bewakoof, The Souled Store, Snitch, Rare Rabbit, Salty, Assembly, Kidbea, and Uptownie growing by 2x over last year. Exclusive collections from Cultsport, Globus, Rain & Rainbow, and Alcis were also big hits.
Demand for products in categories like Luggage and Travel Accessories spiked by three times over BAU, while Home Furnishings and Wearables also experienced significant growth with a variety of value offers across trend-first brands.
The 'Assisted Sale Shopping Experience' featured over 300 inspirational influencer content videos via Myntra Minis, the platform's signature short-form video content offering. Additionally, over 20 brands participated in the EORS customer gratification construct that offered various rewards ranging from hotel stays and paid vacations to iPhones and Vespa Scooters.
