Published on October 12, 2021
~45% of the demand witnessed from Tier 2 & 3 cities
~8 million orders placed by customers across the country
~ 58% of the shoppers were women
Bengaluru: Myntra’s Big Fashion Festival that concluded yesterday, ushered in the festive cheer across the country by bringing consumers, brands, and the delivery ecosystem together at the beginning of the festive period, creating the ground for positive sentiment and momentum for the months ahead. Held between 3-10 October, Myntra’s Big Fashion Festival witnessed ~5 million customers, placing 8 million orders across categories. 7000 domestic and international brands participated in the event offering 1 million styles.
Key event stats:
7.6 billion homepage impressions 5 million customers placed 8 million orders | 45% demand from tier 2 & 3 cities 58% of shoppers were women 9000 orders per minute at peak |
Products sold every minute/second/hour:
3 kurtas sold every second 3 pairs of jeans sold every second 7 T-shirts sold every second 1 saree sold every second | 12 perfume sold every min 21 Lipsticks sold every min 111 pairs of shoes sold every min 2000 handbags sold every hour |
Most popular items city-wise:
Most no. of headphones bought in Mumbai | Most no. of kurta sets bought in Chennai |
Most no. of lipsticks bought in Bengaluru | Most no. of tops bought in Pune |
Most no. of sarees bought in Kolkata | Most no. of sports shoes bought in Ahmedabad |
Women customers constituted 58% of the shoppers and gravitated towards foundation, lipsticks and kajal, kurtas, printed T-shirts, flowy dresses, and comfy sweatshirts. Handbags and headphones were the most shopped for accessory items.
Small-scale seller growth:
Speaking on the success of Big Fashion Festival, Amar Nagaram, CEO, Myntra, said, “BFF this year has been remarkable enabling customers to meet their evolving festive need states across the country, while giving a strong impetus to the whole ecosystem, consisting of brands, sellers, buyers, vendors, delivery partners and others, at the start of the festive season. We are elated to witness such a positive sentiment for festive shopping this year and are working towards delivering all orders pertaining to the event over the next few days. 1 in 2 orders have already been delivered. Over 2600 stores from more than 300 brands in over 40 cities participated in the Big Fashion Festival offering over 1.2 lakh styles during the 8-day event. We also augmented our kirana partner network which is helping cater to 70% of the total deliveries.”
High traction categories:
Most popular brands of Big Fashion Festival
Non-metro cities contributing to the demand included Bhubaneswar, Jalandhar, Ajmer, Bikaner, Moradabad, Mangalore, Nellore, Pondicherry, Dharwad, Nautanwa, during the eight-day event. Tier 3-cities demand was led by Aizawl, Silchar, Panchkula, Bhagalpur, Hazaribagh, Nizamabad, Balasore, Kharar, Kakinada among others.
Shoppers who missed undertaking their festive shopping during the Big Fashion Festival can now look forward to a range of value offers from Myntra’s upcoming Diwali event, which is slated to commence on October 16.