Myntra new store attracts over 70 fashion and lifestyle brands

Online fashion retailer Myntra’s new retail initiative ‘Myntra for Earth’ has attracted over 70 leading fashion and lifestyle brands over the past six months. As per Business Standard, the new store offers an immersive and engaging shopping experience for truly ‘sustainability-inclined’ conscious shoppers.

Nearly 62 per cent of the visitors to the ‘MyntraFor Earth’ store are women, with metro cities contributing about 40 per cent of the overall visits to the store. People of all age groups are seemingly conscious about their fashion choices and their impact on the environment in varying degrees. However, those in the age group of 21 to 35 are contributing the highest to the growth of the ‘Myntra For Earth’ store.

Myntra is working towards scaling the number of brands in the store to 2x by the upcoming quarter while adding another 4000 styles to the existing assortment.

The store hosts a variety of brands and collections across major categories. These include H&M, Mango, Unnati Silks, Bharatsthali. The other brands include Kama Ayurveda, Forest Essentials and Fab India. Myntra Fashion Brands featured on the platform for their conscious collection include Taavi, Roadster and Ether.