No more scouring store shelves for fashion trends. Myntra, India's premier online fashion platform has revolutionized the way we shop for clothes by bringing the best brands right to our doorstep. From the hottest trends to classic brands like Nike, Adidas, Mango, and Biba, Myntra has it all. This convenience has made Myntra a go-to destination for fashion-forward individuals all over the country.
But what sets Myntra apart from other competitors in the crowded eCommerce space? How has this online retailing brand managed to draw in and retain millions of loyal clients? Let's look at Myntra's marketing strategy and discover the secrets of its success.
Myntra's entry to fashion commerce
Myntra was founded by Mukesh Bansal, Vineet Saxena, and Ashutosh Lawania in 2007 as a B2B marketplace for personalized gift items. However, in 2010, the company altered its course to focus on online branded garment sales, partnering with top brands and offering the newest products on its platform.
Myntra quickly expanded to provide high-end, global, and lifestyle goods. Today, it has 50000+ domestic brands and international brands available. In fact, Myntra has evolved into a hub for online fashion, shipping to more than 27000 pin codes across India.
Source: 1000 logos
Myntra also collaborated with the Ministry of Textiles to establish its market presence in 2017. Through their cooperation, they were able to launch an online campaign to promote the handloom industry.
Myntra's Marketing Strategy
Fashion lovers' go-to online platform Myntra has a rather diverse mix of marketing strategies to reach them. It makes an effort to offer the most up-to-date styles to customers of all ages and tastes. Below is a more thorough explanation of the Myntra Marketing Strategy via 4P analysis:
As Myntra aims to be a one-stop shop for all things fashion, it offers a diverse selection of clothing, footwear, and accessories for every age and style.
From western wear to ethnic wear, Myntra offers it all. In addition to clothing, Myntra also offers a range of home decor products including bedding, curtains, and rugs. The online shopping site also has a range of personal care and beauty products such as skincare, makeup, and fragrances.
Fashion enthusiasts now have access to a diverse choice of fashion and lifestyle products thanks to the brand's collaborations with prominent brands.
Myntra does not stop there; to provide clients with even more branded apparel options, the company also has its own private brand labels, such as Mast & Harbour, HRX, and Roadster. Myntra ensures a successful purchase by placing a high value on quality and client pleasure.
Myntra also houses 25+ iconic international brands under its '#JustArrived' campaign. It provides more than 10,000+ unique fashion styles, thus effectively catering to the brand-conscious crowd.
Myntra determines if a cost-based, value-based, or competitor-based pricing approach is most suited to the product and target market real-time. Furthermore, their prices range from affordable to expensive, and they have something for everyone.
However, the savings do not stop there because they run promotional offers regularly in which buyers can enjoy substantial discounts on the things they desire. As a member of one of their loyalty programmes, such as Myntra Insider or Myntra Insider Plus, customers also have access to even more exclusive premium discounts and privileges.
Promotion — Digital Marketing Strategies of Myntra
Myntra is able to raise the effectiveness of its marketing strategies by going multi-channel like most large eCommerce platforms. It presents the brand at the forefront of consumers' minds via several digital marketing and offline strategies as follows:
Email and SMS Marketing
For many eCommerce platforms, email marketing is a very important channel. Myntra knows how to close sales with eye-catching promotional emails that beg to be opened and straightforward call-to-action buttons that make shopping simple. Additionally, each email has amazing discounts and bargains, whose copy persuades readers to click.
Source: Email Tuna
But Myntra's email marketing campaigns extend beyond a one-size-fits-all approach. Myntra is able to produce customised marketing offers and messaging that directly appeal to the preferences and interests of varied groups of clients by focusing their marketing on certain consumer base segments.
Along with email marketing, Myntra also employs push notifications and SMS marketing to update its customers about the newest sales and goods.
Social media platforms via Influencer Marketing
Myntra is aware that the ideal marketing strategy for getting people to talk about its brand is to work with some of the most well-known influencers in the field. As Myntra's promotion strategies, Myntra works with a wide spectrum of influencers, including A-list celebrities, up-and-coming content creators, and fashion bloggers, to create captivating content and advertise its products.
As per SimilarWeb, a majority of the social traffic is coming from its YouTube channel and YouTube ads - accounting almost 50% of the traffic. This is followed by Facebook and WhatsApp based digital marketing efforts.
One of Myntra's most successful influencer marketing projects is the online reality series "Myntra Fashion Superstar," starring Sushmita Sen, Mallika Dua, Manish Malhotra, Sonakshi Sinha, and Shaleena Nathani as judges.
The project, which seeks and promotes new fashion influencers on the Myntra platform, rose to prominence for its novel premise, which allowed influencers to showcase their skills and sense of style at the same time. Myntra was able to make a huge impact on the fashion industry by leveraging the strength and reach of these influencers.
Myntra has created a brilliant affiliate programme to help with brand advertising. This initiative promotes awareness and appreciation for the company by enabling bloggers and affiliates to talk about Myntra's goods and services. For each sale they assist in, affiliates are paid a commission following the pay-per-sale method. This win-win approach has allowed Myntra to distinguish out in the fashion sector by allowing affiliates to be paid more for their work.
SEO Marketing strategy
Myntra is aware that building awareness of their brand requires a comprehensive marketing strategy. They have thus become experts in search engine optimization strategy by using keywords that help it rank on Google search engine. By making its website and content more search engines friendly, Myntra makes it easier for customers to find its brands and goods.
Social Media Marketing
Myntra's social media strategy ensures that their followers are kept up to date on all the newest fashion trends by maintaining an active presence on websites like Facebook, Instagram, Twitter, and even Youtube. Myntra joined Facebook in 2oo7 when it was founded. Myntra's social media platforms offer a virtual feast of everything stylish and fit, including tempting offers, discount alerts, new product promotions, and blog links.
Myntra aims to conquer the advertising market. Thanks to Myntra's bilingual advertising efforts, which are visible in every corner of India, from the peaceful villages of Tamil Nadu to the bustling streets of Mumbai, no one is left out on the latest fashion.
However, Myntra does not rely solely on traditional advertising methods such as TV and billboards; in addition to Google Ads, it also focuses on sponsored postings on sites such as Facebook, Instagram, and Twitter. Myntra doesn't compromise on the standard of sponsored advertising.
To properly deliver their message, they employ strategies such as pay-per-click, display ads, retargeting, and ad extensions such as product listings. Myntra effectively advertises its brand and reaches a large audience by blending sponsored and organic digital marketing strategies.
Myntra uses a content marketing strategy to update their audience about fashion and lifestyle content through their active blog and social media presence. Their blog covers everything from the newest trends as well as style tips for your go-to clothing. To create engaging content and promote their brand, they also collaborate with other brands and influencers.
Myntra's Studio is more than just a platform - it's a community of style enthusiasts who share tips, inspiration, and fun fashion games. Plus, it makes it super easy for customers to shop for their favourite looks. Customers can also follow their preferred topics and save posts to view later.
Sponsorships And Partnerships
Myntra implements contemporary marketing strategies to entice new customers and earn their loyalty. Whether it's through its customer loyalty programme, Myntra Insider, or its sponsorship of the Chennai Superkings squad in the Indian Premier League, the company is continuously seeking new ways to engage with its audience. Through partnerships with other businesses and events, Myntra grows its customer base and strengthens its brand.
To pique the attention of its target audience Myntra has enlisted the help of several celebrities, including Anushka and Virat Kohli (Myntra's first official Ambassadors) Bhuvan Bam (Myntra's first Digital Brand Ambassador) Disha Patani (Myntra's first Beauty Brand Ambassador).
Myntra recently signed Hrithik Roshan, Vijay Deverakonda, and Dulquer Salmaan as its newest brand ambassadors, joining existing celebrity ambassadors Kiara Advani and Samantha Ruth Prabhu, to strengthen its position in the Indian fashion industry.
Source: Business Insider India
With its place mix marketing strategy, Myntra intends to make clothes accessible to everyone by focusing on an e-commerce business marketing strategy.
Myntra Website aNd Mobile Platform
Anyone can browse and purchase high-end clothing from recognised Indian brands and international brands from the comfort of their own home, thanks to its user-friendly website and mobile app.
In the past few years, Myntra continues to demonstrate to its customers that it cares in a variety of ways. The company's commitment to personalisation can be seen in every element of its business operations, from the option to try on clothing at home before purchasing to the Myntra Insider programme, which rewards loyal customers.
In addition to these simple features, Myntra offers a selection of delivery and return options to guarantee a convenient shopping experience. Myntra has taken every measure to ensure that its customers are completely satisfied, including same-day express delivery with the M-express to over 1300 pin codes, pickup locations and return centres all across the nation, and the opportunity to try items at home before committing to buy.
And based on the mobile app's fantastic 4.2 rating and more than 100 million downloads on the Google Play Store, it appears that Myntra's customers are definitely happy. Myntra's mobile marketing strategy, which emphasises personalisation and a smooth customer experience, has assisted the business in growing sales by 40%, boosting customer loyalty, and raising brand awareness. The app provides customers with customised in-app notifications.
Myntra's Digital Marketing Campaigns
Campaigns play a very vital role in Myntra's digital marketing strategy. End of Reason Sale, Be Unskippable, and Big Fashion Festival are just a few of the digital marketing campaigns Myntra has launched that have sparked widespread interest, increased brand visibility, and resulted in millions in sales.
In 2019, Myntra, the biggest online fashion and lifestyle destination, launched its new social media marketing campaign, #BeUnskippable, to underline its position as a fashion authority for its clients. The campaign urged individuals to "Style up, Move up" in order to stand out in a fast-paced environment where mere seconds can influence whether or not someone is recognised.
Two men's and women's targeted 30-second adverts for #BeUnskippable show how fashion can have a long-lasting impact on people and maybe present life-changing opportunities. To reach the entire country, it was released in Hindi, Tamil, Telugu, Kannada, and Bengali. This marketing strategy of Myntra was a big success, it significantly increased traffic to the Myntra website and app.
End of the Reason Sale
Myntra's End of Reason Sale (EORS) is an eagerly anticipated annual event in the Indian fashion calendar. During the EORS, shoppers can enjoy discounts of up to 80% on a wide range of fashion products, including clothing, accessories, and home decor.
The sale includes products from top fashion brands as well as Myntra's in-house labels. In addition to discounts on fashion items, the EORS campaign also features promotions and deals from Myntra's brand partners, giving shoppers even more reasons to shop. The EORS digital marketing strategy is a key driver of Myntra's sales and helps the company cement its position as a leading player in the Indian fashion market.
Myntra's 2019 End of Reason Sale registered it’s biggest ever opening with over 3.3million products sold on Day 1.
Key takeaways for Marketers from Myntra marketing strategy
The marketing strategy of Myntra serves as treasure trove for all aspiring marketers. From building a loyal customer base to generating millions in sales Myntra marketing strategy has bought in immense success.
Go broad with product categories
Offer a wide variety of fashion and lifestyle products to appeal to a broad range of customers. The assortment of things available on Myntra includes anything from clothing and accessories to home goods and hygiene. Myntra's wide range of products from other brands and personal labels enables them to attract and retain customers of various ages and interests.
Utilize data and analytics to comprehend customer preferences and customise marketing initiatives. Myntra creates social media campaigns and offers that are particularly targeted to their audience using the latest technologies. Myntra is better able to connect with and engage with its customers because of the assistance of this data-driven marketing strategy, which boosts both revenue and client loyalty.
Focus on customers service
To foster loyalty and keep customers, make investments in customer happiness and service. Myntra places great importance on customer satisfaction and provides a variety of services, including simple returns and exchanges, quick shipping, and dependable customer support, to ensure a positive shopping experience. Myntra is able to foster loyalty and encourage users to keep coming back by investing in customer experience.
Adopt multi-channel approach
Use a variety of digital marketing techniques to connect with and engage your audience. With so many tools it can be confusing, research where your target audience hangs out and make use of that tool. To effectively communicate with its audience and market its products, Myntra uses influencer marketing, social media marketing, email and SMS marketing, and other tactics. Myntra is able to reach a wide range of customers and increase sales by utilising a variety of channels.
To boost sales and brand recognition, leverage partnerships and collaborations. Myntra partners with several fashion and lifestyle brands to provide its customers with a broad selection of products. These partnerships assist Myntra in expanding its product offerings, strengthening its brand, and increasing sales.
Myntra has quickly risen to the top of India's online fashion sector, owing to a strategic emphasis on customization and omnichannel marketing strategies. Myntra has expertly targeted and engaged its audience with a large assortment of high-quality fashion items and a variety of available promotion tools such as social media, email, SMS marketing, and influencer collaborations.
Myntra has a committed consumer base as a result of its devotion to a simple and practical purchase experience, which includes alternatives such as try-and-buy and mobile app accessibility. The marketing strategy of Myntra might serve as a model for any company trying to compete successfully in the intensely competitive online fashion world.
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