Bengaluru: The 15th edition of Myntra’s biannual flagship event, EORS, culminated with 6.5 million orders placed by 4 million customers from across the country, catered to by over 5000 brands, giving another major fillip to the industry, particularly in the fashion, beauty and lifestyle space. The Beauty and Personal Care category witnessed the highest demand at 150% over the previous winter edition during the 6-day event. Most popular categories included, Women’s western wear, Men’s occasion wear, Men’s casual wear and Women’s sportswear. Other noteworthy categories were Footwear and Women’s leisure and travel accessories. 52% of the new shoppers who shopped on Myntra for the first time were from tier 2-3 cities and towns.
The winter edition of EORS this year also witnessed some pre-pandemic fashion shopping habits and preferences with choice of products, especially for working professionals, with customers shopping generously for office and everyday wear, considering the possibility of commencement of work from office for many. Sweaters, Shirts and Jeans were thus in high demand in the metro cities. Watches and Wearables witnessed over 80% growth in demand over the previous winter edition, while demand for Men’s workwear grew at over 60%.
Responsible for spreading joy among millions ahead of Christmas and the new year, the top 25% of the 25,000 Kirana partners witnessed ~220% increment on average in their income over BAU. Among metros, Delhi, followed by Bangalore, Mumbai, Hyderabad, and Pune witnessed the highest orders, while Ghaziabad, Indore, Jaipur, Imphal, Patna and Panipat, led the demand in tier 2 and 3 regions respectively.
Speaking on the success of EORS 15, Sharon Pais, Chief Business Officer, Myntra, said, “The 15th edition of EORS offered a strong platform for our customers and brand partners to engage with each other while creating the ground for our Kirana partners to augment their income during the holiday season. We see events of this scale as an opportunity for us to continue to drive value for various facets of the ecosystem while enabling people across the country to meet their fashion, beauty and lifestyle needs from the safety and convenience of their homes. EORS-15 has been unlike any other in the past on many counts. Among various unique aspects, it was also the first edition to offer live commerce phenomenon at scale, especially the first brand-led live shopping experience on Myntra, where Bollywood Superstar Hrithik Roshan engaged close to 1 lakh visitors in a single session for his brand HRX. ”