Myntra

Starting later this week, online clothes company Myntra anticipates its signature bi-annual ‘End of Reason Sale’ to attract an estimated 1 million new customers to the platform.

Over 40% of this traffic is expected to come from tier 2 and 3 cities and towns, according to Myntra, which is part of the Flipkart Group. Myntra’s bi-annual EORS sale is on its 16th year. From the 11th through the 16th of June, the show will feature 14 lakh pieces from over 5,000 businesses.

The time of the sale, according to Nandita Sinha, chief executive officer of Myntra, coincides with an increase in customer mobility. As a result, as people return to their offices and institutions, they are improving their outfits.

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“If you look at the timing of this edition—what is happening today is that customers are stepping out of their homes for the first time after two years therefore social occasions, back to work are fuelling demand for fashion wear. We will see almost 50 lakh customers shop with us this EORS edition; 10 lakhs will be new customers,” she said in an interview.

Consumers are expected to purchase a variety of formal attire, back-to-college wear, and athleisure, according to Sinha.Prior to this year’s EORS, Myntra announced it has added 100 new companies and boosted its style choices by 40% over the previous edition in July.

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