Myntra casts wider net to reach Gen Z shoppers

New Delhi: Myntra has fully rolled out a Gen Z-focused section of its app that will meet the specific fashion and style needs of this cohort of shoppers who the online fashion retailer says are increasingly driving the engine future fashion trends.

Gen Z or people between the ages of 16 and 25 have a “high digital footprint” which makes them “important drivers of perception,” the retailer said.

The section titled Style Cast, available on both the retailer’s app and desktop, features 13,500 styles selected from over 60 fashion brands including H&M, Urbanic, Trendyol, Misguided, DeFacto, Mango, JC Collection, Forever New and Forever 21.

Style Cast’s functionality was first tested in September when Myntra integrated brands such as Urbanic and, more recently, Defacto.

“The Gen-Zs are among the key thought leaders with an extremely high digital footprint, making them significant drivers of perception while providing immense opportunities for Myntra to further penetrate the segment on multiple levels, including including selection and engagement initiatives, ”the retailer said.

Style Cast is essentially an organized section that allows for discovery, relevant language and content, and styles in tune with Gen-Z fashion sensibilities. The retailer is promoting it ahead of its semi-annual end-of-term sale later this month.

Additionally, to engage this social media savvy age group and share style suggestions, Myntra engages with them through Myntra Studio and social handles, leveraging its network of influencers to bring the styles based on them. Style trends cast through periodic drops.

“Style Cast is Myntra’s unique, latest and one of the most important initiative to bring global trends to the Indian market for forward-thinking young buyers known for their forward-thinking and trendy fashion choices. . Said Sharon Pais, Business Director, Myntra.

Myntra will integrate a number of global fashion brands to further strengthen the “Style Cast” proposition over the coming months, Pais said.

“In order to strengthen its affinity with ‘Style Cast’, Myntra is embarking on an influencer-led engagement and promotion activity, in line with the preferences of a young audience and will create content, using a mix of Cat-A and Cat-B while regularly using Myntra Studio, ”the retailer said.

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