Myntra’s 16 th EORS sees huge hike in traffic over BAU on Day 1

13 June 2022, Mumbai:

The 16th edition of Myntra’s End of Reason Sale (EORS) witnessed 70 per cent growth in traffic over business as usual (BAU) on Day One.

Customers shopped for a record-breaking 50 lakh products in the first 24 hours of Myntra's EORS sale that is being held from June 11-16.On the first day, 2.6 million items were shipped within the first 24 hours of the event.

According to NanditaSinha, CEO, Myntra, women formed 60 per cent of the shopper base and some of the Tier-III towns emerged as high traction customer hubs on day 1 of this edition. Women's western wear category saw demand for 14 lakhs tops and t-shirts and 7.6 lakhs kurtas.

Nearly two-thirds of the demand in 'Beauty and Personal Care' was led by makeup, skincare and fragrances, with over 100,000 lipsticks shopped by customers.

Jewellery witnessed over 2 times jump over BAU with workwearjewellery driving the demand.

In the menswear category, jeans saw he highest spike of 10 times over BAU with similar high demand for t-shirts and shirts at 8 times over BAU.

With the resurgence of focus on fitness, customers made the most of the sharp value offers by renowned brands such as Puma, Nike, Adidas, Skechers and HRX, among others.

Sportswear trended on Day One with 1.7 times spike over BAU. Sports apparel for plus sizes and yoga also saw heightened traction on the first day, the company informed.

Kidswear, one of the fast-emerging categories on Myntra, witnessed a whopping 3 times jump over BAU, with summer essentials such as t-shirts and shorts, and footwear driving the demand.

Among the top non-metro cities that shopped during this period were Jaipur, Lucknow, Patna, Indore, Surat, Vizag and Ludhiana.

Top Tier-III cities included Dehradun and Aizawl, while the emerging tier-3 cities included Dimapur (Nagaland), Tiruvallur (Tamil Nadu), Roopnagar (Punjab) and Jabalpur (MP).