FWD, Myntra’s newly launched immersive Gen-Z proposition, poised to drive the acquisition of 10 mn new Gen-Z customers in the next two years

Bengaluru: Myntra has launched, FWD, an immersive fashion experience for Gen-Z, on its platform. As part of this offering, the enterprise has rolled out a series of unmatched features, delivering a differentiated app-in-app experience, while bringing Gen-Zs’ favorite trends closer to them. By providing easy discovery of an unparalleled assortment of 65,000+ styles and access to an eclectic mix of 500+ popular brands from across the globe, catering to both men and women, Myntra FWD is poised to be the one-stop-shop for all things related to Gen-Z fashion.

H&M, Trendyol, bebe, Tokyo Talkies, Sassafras, Hersheinbox, Street 9, Athena, Bonkers Corner, and Boohoo, among others, are some of the brands that are set to be a part of the scintillating assortment. This will offer Gen-Z shoppers a wide array of options to choose from, perfect for those who are always looking out for the latest trends. Myntra expects to add 10 million Gen-Zers to its customer base over the next 2 years, adding to the ~8.6mn strong Gen-Z customer base from 2022. Myntra will also look at scaling the offering to over 1 lakh styles on FWD by the end of the year.

First-of-its-kind differentiated experience Tailored for Gen-Z: In addition to Gen-Z’s unique style sensibility, the Myntra FWD experience has been designed keeping in mind Gen-Z’s shopping inclination, often inspired by what’s in trend, community-driven recommendations as well as their preferred content formats. The FWD experience has been completely reimagined, with a focus on Gen-Z users, with discoverability and inspiration at the heart of it. Starting the first week of the launch, the Myntra FWD offering will be highlighted via its unmissable position on the high-engagement bottom navigation bar on the Myntra app. This will help build resonance with customers enabling direct access to all things Gen-Z right from the get-go.

The platform will also feature a Daily Drop Widget, providing daily intel on fresh styles as well as an automated flow of content and trends personalised to the shoppers’ tastes and preferences. Within the first few weeks of the launch, the digital native Gen-Zs will also be able to engage with a one-of-its-kind shoppable video content tailored for Gen-Z in the form of reels on the FWD homepage to make their purchase journey smoother and uber-fun.

Trend-Spotting-to-Shopping simplified like never-before: Keeping in mind Gen-Z’s flair for trend spotting, be it from their favorite celebs, influencers or on social media, Myntra FWD will bring ace Bollywood photographer and content creator Viral Bhayani’s stream of the best-spotted celeb looks to the app, enabling a seamless spot-to-shop journey. With this, Myntra FWD is taking the idea of ‘if you spot it, you can wear it!’ to a whole new level. Extending this idea further, users will also be able to shop for their favorite celeb looks via the Celeb Style Files. Myntra’s pioneering tech-enabled Photo Search feature is being further elevated with Gen-Z shoppers in mind, and would soon let users take a picture or screenshot of a style they spot around them, or on social media and directly forward it to the Myntra app, which will instantly show similar shoppable results from FWD.

Daily Refresh and Style Inspo: Keeping up with the constantly evolving trends in the Gen-Z fashion space, FWD will see daily drops on the platform. With a wide range of 100+ micro trends further aiding the revival of the shoppers’ wardrobe, Myntra FWD’s trends for 2023 will cover all moods and seasons, including Romance, Vacation, Party, and Nostalgia, among others.

Touching upon Myntra’s latest addition, Myntra FWD, Nandita Sinha – CEO, Myntra, said, “As we build for many Indias, Gen-Z is an important cohort that we continue to take deep interest in. Their individualistic sense of style, diverse points of view and core values reflect in their unique fashion choices and is steadily impacting the way fashion is being consumed at a global-level. With the launch of FWD, we are excited to cater to this fashion-first audience by creating a space where their fashion needs aren’t just understood but are proactively met. Myntra FWD is not just a fashion destination; it’s a holistic lifestyle experience designed especially for Gen Z.”

500+ Influencer Army: To create relatable and compelling content for the Gen-Z consumers, Myntra FWD will work with an army of over 500 of the most-loved and popular creators, like Radhika Seth, Sanket Mehta, Aditi Bhatia, and Manav Chhabra, among others, to create excitement and buzz around the proposition across the country. The platform will also introduce the Myntra FWD Fam, a squad of the most dynamic, stylish and innovative creators, thus creating a unique fashion trifecta of the latest trends, a vast selection of brands, and captivating visual content.

Elevated Customer Experience: Additionally, brands and sellers can enhance their overall offering with the service differentiation that Myntra’s robust customer experience is loved for. Myntra’s industry-first Style Exchange enables customers to exchange for style/ product and not just size. Myntra’s M-Express is another pioneering innovation that enables customers to receive their orders at their doorstep in under two hours.

20% of the world’s Gen-Z live in India. With the oldest of the generation having turned 25 last year, the group has come of age with a purchasing power of about $360 billion, as per industry sources.