Myntra Marketing Strategy: How It Is Redefining Fashion in eCommerce
🔍Insights
As an online shopper, Myntra is the go-to app for most people who want fashion-forward clothes at reasonable rates. However, this Indian eCommerce company is not only known for its variety of products but also for its innovative marketing strategies. But why is Myntra one of the top eCommerce names for fashion? Its diverse segmentation and product range!
Myntra has been giving access to a number of brands for years now, be it Adidas, Biba, Mango, and so on. This ease with which an array of goods could be obtained at one place has resulted in Myntra turning into a hub for the style-conscious population of this nation.
But what sets Myntra apart from its other competitors in the crowded eCommerce space? How does this online retail brand bring in and retain its loyal clients? Let’s jump into Myntra’s marketing strategy to understand its secret to success.
The Minds Behind The Fashion eCommerce Mogul
Myntra Target Audience
Myntra Marketing Mix
Myntra Marketing Strategies
Myntra Marketing Campaigns
The Minds Behind The Fashion eCommerce Mogul
Myntra was founded in 2007, as a B2B marketplace to buy personalized gifts by Ashutosh Lawania, Mukesh Bansal, and Vineet Saxena. In 2010, the company changed its focus to selling branded garments online, and it partnered with top brands to provide the newest and trendiest products online.
With over 50000+ domestic and international brand products available online, Myntra now provides high-end lifestyle products as well. It has evolved into an online fashion hub that ships to more than 27000 areas across India.
Fun Fact: In 2017 Myntra collaborated with the Ministry of Textiles and launched an online campaign to promote the handloom sector in India.
Vidhi Punamiya
Myntra Target Audience
To understand Myntra's marketing strategy, one needs to first know what it caters to. Myntra targets fashion-conscious people who wish for trendy and affordable clothing. The target audience is mainly of the age group 18-35 years with an increased emphasis on the 21-34 years category. The target audience is typically young, fashion-forward individuals who are comfortable with online shopping. This includes students, office individuals, and homemakers who want to shop online rather than going from store to store.
Their focus is on urban men and women, who are looking out for trendy clothing at inexpensive rates but do not like to be limited by their own time constraints of having to visit the individual stores themselves. It is because of their varied kinds that Myntra has experienced successful sales. The easy interface, along with a massive collection of fashionable products, makes Myntra available to fashion-forward enthusiasts for affordable clothing online.
Nitin Konde
Myntra Marketing Mix
Fashion lovers choose Myntra because of its diverse marketing strategies used to reach out to them. With the effort to bring the best-updated styles to customers, let’s take a look at the 4Ps of Myntra’s Marketing:
Product
Myntra aims to be a one-stop shop for all fashionistas as it offers a diversified wardrobe for all ages, including clothing, accessories, and footwear. From ethnic wear to Western wear, Myntra has everything. Furthermore, Myntra also has a home decor section, which has rugs, bedding, and curtains. You can even buy beauty and personal care products, such as makeup, skincare, and fragrances, from Myntra.
But Myntra’s diversity does not end there - the company also has some of its own private brand labels such as HRX, Mast & Harbour, and Roadster. The eCommerce platform also has 25+ iconic international brands with more than 10000+ unique fashion styles.
Price
Myntra’s price range can be cost-based, competitor-based, or value-based depending on the product and target market range. Again, the price ranges from affordable to expensive based on the type of product.
But, the savings does not only stop there. Buyers can get substantial discounts on their desired products because the eCommerce brand runs promotional offers regularly. You can also avail yourself of their loyalty programs such as Myntra Inside Plus or Myntra Insider, where customers can access exclusive premium privileges and discounts.
Placement
The Myntra eCommerce platform intends to make clothes accessible to everyone with its place-mix marketing strategy.
Website and Mobile Platform: The website and mobile application of the platform allow users to browse and purchase high-end clothing, accessories, and shoes from recognized Indian and International brands right from their homes. In the last couple of years, Myntra has shown how much it cares about its customers. Their commitment to personalization can be seen over the entire platform, from the option to try on clothes to purchasing from the Insider program.
Also, Myntra offers multiple delivery and return policies for convenient shopping experiences. The Myntra app, with a 4.2 rating and over 100 million downloads on the Google Play Store, is a sure hit with shoppers. Its mobile marketing strategy has experienced a 40% growth in sales, improved customer loyalty, and increased brand awareness.
Promotion
Myntra has one of the most effective marketing strategies as the platform believes in cross-channel marketing. By using several digital and offline strategies, the platform presents itself at the forefront of its customers' minds.
Nitin Konde
Myntra Marketing Strategies
Myntra is a leading fashion eCommerce company with numerous effective marketing strategies that assist in establishing a strong brand in touch with its target audience. These strategies help play a pivotal role in increasing customer loyalty, driving customer acquisition, and improving user engagement. Some of the most prominent marketing strategies of Myntra include:
Personalization of user experience
Personalization of User Experience is one of the most critical marketing strategies that Myntra uses. With the help of Artificial Intelligence and Machine Learning, Myntra is providing customers with recommendations to make shopping better for them. These can be based on multiple factors such as browser history, preferences, and purchase behavior. But this personalization is not only for product recommendations. It also expands to personalized notifications such as price drop alerts or restocking items over which customers have shown interest. This level of personalization makes the customer feel valued and gives them a sense of exclusivity.
Social Media Engagement and Influencer Marketing
Myntra not only personalizes its user experience but also connects with them via multiple social media platforms such as Facebook and Instagram. With interactive ads, multiple discounts, and a strong online community, Myntra uses its social media followers to highlight its latest trends and connect with customers in real time.
Again, while directly engaging with customers, Myntra also leverages the use of influencer marketing. By collaborating with A-list celebrities, fashion bloggers, and up-and-coming content creators - Myntra helps generate a buzz around their products. These brand ambassadors highlight Myntra’s fashion trends to amplify the brand’s message.
One of the most successful projects that Myntra has done so far in influencer marketing is called "Myntra Fashion Superstar," with superstars like Sushmita Sen, Manish Malhotra, Sonakshi Sinha, Mallika Dua, and Shaleena Nathani. Through this strategy, the eCommerce portal reaches out to newer markets while building credibility through influencer marketers.
Artificial Intelligence and Machine Learning
Artificial Intelligence and Machine Learning play a very important role in Myntra’s marketing strategy. AI and ML algorithms help push personalized recommendations. By analyzing large amounts of data, including purchase history and customer preferences, Myntra provides customized product suggestions, which in turn increases the chance of repeat purchases. This marketing strategy is one of the biggest reasons why Myntra stands out from the other hundreds of eCommerce apps.
Affiliate Marketing
Myntra has a brilliant affiliate marketing program that helps advertise its products. This initiative helps promote awareness and enables fashion bloggers and affiliates to boast about its goods and services. For each sale they provide, affiliates get a commission based on the pay-per-sale method. This approach is a win-win for not only Myntra to sell its products but also to affiliates who are paid more for their work.
Sponsorships and Partnerships
Myntra uses several marketing strategies that allow it to keep regular customers engaged and attract new ones. Whether it is the loyalty program for its customers or sponsoring the Chennai Super Kings, it always looks for new ways and better ways to connect with its audiences.
Digital Marketing Strategies
Content Marketing
Myntra has its very own blog section that covers a wide range of fashion-related topics. This section has both original content as well as curated content from multiple sources that appeal to its diverse audience. New blogs are posted multiple times a week to ensure that the audience remains updated with the latest trends. Also, the platform shares its blogs on its social media platforms to make sure that its audience is always informed about the latest content additions. This strategy helps bring Myntra to the forefront of its customers as an expert and reliable source of fashion.
Social Media Marketing
The eCommerce platform is a strong contender when it comes to maintaining an active presence on social media platforms. On platforms such as Instagram, Facebook, and Twitter, the eCommerce giant shares links, and photos and even runs ads to promote their latest products and announce new sales and discounts. Myntra also has a strong hashtag game with multiple campaigns such as #MyntraxHRX #Fitness campaign where customers were encouraged to shop from HRX fitness gear at discounted rates.
Search Engine Optimization Strategy
The team at Myntra understands that building awareness for their products means having a comprehensive marketing strategy. This is why they have perfected their SEO-game by using keywords to outrank their competitors on multiple search engines. By optimizing their content, and ensuring thorough use of keywords across their website, Myntra is fine-tuning their SEO game everyday to make it easier for their customers to find their goods.
Myntra uses multiple techniques such as social signals, backlinks and reviews to help improve website credibility and authority. In 2023, these strategies helped Myntra gain over 71.48 million users who spent an average of 12-15 minutes on the page.
Paid Advertising
Myntra is on the lookout to conquer the advertising world with its bilingual efforts. This means that its products are available to everyone - from the peaceful villages in Bengal to the bustling life in Mumbai. But the eCommerce giant is not one to only rely on traditional advertising methods alone. It also focuses on sponsored ads on websites such as Facebook, Instagram and Google Ads, as well.
To ensure that their ads deliver the message perfectly, they employ multiple strategies such as pay-per-click, retargeting, display ads and ad extensions.
Email Marketing
Not to be left out in the email marketing strategy, Myntra always stays connected with its customers even via email. It helps them to not only remain fresh in the minds of their customers but also provide them with the latest in discounts and sales. It also runs campaigns to encourage customers to complete their purchases. The eCommerce platform also sends out regular newsletters and offers customers with the latest in upcoming sales, product launches and exclusive discounts.
Harshit Verma
Myntra Marketing Campaigns
Marketing campaigns play a very important role in Myntra’s digital marketing game. With its eye-catching visuals and star-studded brand endorsers, these campaigns generally spark widespread interest that not only improves visibility but also results in millions in sales.
#beunskippable
Myntra #Beunskippable Campaign
In 2019, Myntra launched its latest social media campaign, #Beunskippable that urging its customers to ‘Style up, Move up’. Their strategy was to target the younger audiences to stand out from amongst the crowd and get recognised. Two men's and women’s 30-second ads showcase how fashion can have a lasting impression on people and the opportunities they provide. The campaign was launched in Bengali, Hindi, Kannada, Tamil and Telugu.
EROS
Myntra’s End of Reason sale saw collaborations with multiple actors such as Hrithik Roshan and Kiara Advani to promote sales. It helped create a buzz among new and regular customers as both actors have a positive influence. The sale includes top fashion brands and in-house labels as well. The 2019 sale had over 3.3 million products sold in just Day 1.
Ab har koi reason chalega
In 2022, Myntra launched its multichannel marketing effort to connect with its 250 million customers. Some of the actors associated with this fashion carnival were Hrithik Roshan, Siddhant Chaturvedi and Kiara Advani. For the commercial video, Myntra merged its medley to showcase the occasion while also launching two master films featuring all three actors. Through the flick Kiara can be seen wearing casual, western and ethnic clothes, Siddhant comfy casual wear and Hrithik in trendy sports attire.
‘Be Extraordinary Everyday’
Myntra’s “Be Extraordinary Every Day” campaign
Myntra’s “Be Extraordinary Every Day” campaign launched in 2023 highlights how fashion can change everyday lives. It highlights how normal people can change their ordinary moments into extraordinary ones with fashion. Bringing together big names such as Ranbir Kapoor, Kiara Advani, Tamannaah Bhatia, and Vijay Deverakonda, the campaign highlights Myntra’s large range of trends from both international and domestic brands.
Big Fashion Festival
Myntra’s Big Fashion Festival highlights the 3X offer and features big Bollywood stars like Shah Rukh Khan, Karan Johar, and Kiara. The campaign premise is that Karan Johar tries to convince SRK and Kiara to do the campaign as it will remove all attention from his fashion sense. The campaign was showcased across TV, OTT, and digital channels to increase its reach.
Nitin Konde
Conclusion
Myntra’s marketing strategy has a lot to teach us. Customers love the eCommerce platform as it brings both local and foreign fashion right to their fingertips. Its marketing ideology is that everyone can wear fashion. With its omnichannel marketing strategies that have multiple promotional tools such as email, social media, influencer collaborations, and more, Myntra has amassed a large fan base. Its marketing strategy is a perfect example for any company trying to compete in the highly competitive world of online fashion.
FAQ
Who is the target audience of Myntra?
Myntra targets fashion-conscious individuals aged 18–35, primarily urban millennials and Gen Z, seeking trendy, affordable clothing and accessories.
What is the social media strategy of Myntra?
Myntra’s social media strategy emphasizes influencer collaborations, visual storytelling, and engagement with millennials and Gen Z on platforms like Instagram and Facebook
Who is the brand ambassador of Myntra?
Myntra's current brand ambassador is Shah Rukh Khan. He was announced as the face of their "Trend IRL" campaign in June 2024
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