Myntra's winning strategy attracts India's fashion-forward Gen Z

A glimpse of fashion for the next generation at Myntra Tech Threads 2023

In the dynamic world of fashion, Generation Z is emerging as a powerful force, transforming  the industry with its digital-first mindset and unique sartorial preferences. This generation's  approach to fashion is marked by a blend of technology, authenticity, and personalisation,  fostering an inclusive, diverse, and vibrant landscape. Trends are now driven by users in ways that capture their moods and moments.

As Gen Z plays an active role in propelling fashion trends, their influence is intertwined with the economic surge in India. According to reports by Standard Chartered Bank, the country’s annual per capita GDP is slated to jump from the current US$2,450 to US$4,000 by 2030. This upturn is paving the way for an aspirational class, eager to engage in shopping digitally, with an estimated 350 million young Indians expected to shop online in the coming years. This shift signifies a major expansion in the online fashion market, projected to encompass a third of all fashion purchases across the country. 

Despite comprising only 25 per cent of India’s population, Gen Z already accounts for about half of  social media users, points out Shyam Unnikrishnan from Bain and Co. Their digital  presence is reshaping how fashion trends are discovered and disseminated.

Myntra, a leader in the fashion, beauty and lifestyle e-commerce space, is at the forefront of this transformation. With an approximately 8.6 million-strong Gen-Z customer base in 2022 and a goal to add 10 million more over the next few years, Myntra has evolved from a mere  shopping destination to a trendsetting hub for fashion inspiration. Their recently concluded brand partner meet, Tech Threads 2023, placed a spotlight on catering to the fashion preferences of young India. The event saw participation from hundreds of domestic and international brands such as Mango, BestSeller Group, GIVA, Fossil, H&M, Adidas, SUGAR Cosmetics, and Noise, among others, alongside celebrities Ayesha Kanga and Chintan Rachchh from the OTT show Class, motivational speaker Rani Ko-HE-Nur, and Nikhil Taneja, co-founder and CEO of Yuvaa, to discuss what makes this generation tick from their experiences of speaking to and creating for them. An awards ceremony to recognise top-performing brands across categories, a fashion show showcasing trend-first western and ethnic styles along with panel discussions, were among the highlights at Tech Threads.

A technology-first approach

Myntra’s evolution is a clear indicator of its understanding of the digital-first consumer. Leveraging its tech know-how, a deep understanding of this cohort, trend-spotting and fashion expertise enables Myntra to  pinpoint key attributes—be it colours or styles—that are pivotal in making a fashion  statement. Its FWD platform offers access to some of the best Gen-Z brands, always-on navigation on the app, weekly trend drops, fashion inspiration, and an overall immersive experience tailored to Gen Z's  fashion needs. This approach aligns with Gen Z’s desire for inclusivity and individualism—core deciding factors when it comes to shopping. “Authenticity and depth of information is what this generation needs. Inclusivity and the ability to deal with different kinds of people without judging, again, is very important for them,” said Vishak Kumar, CEO, Madura Fashion and Lifestyle, while addressing the audience at the panel discussion on ‘Role of Gen Z in the Evolution of Fashion and Retail’ during Tech Threads. 

By integrating innovation with fashion insights, Myntra is able to understand what this fashion-forward generation wants, thereby crafting a platform that stands out in an otherwise crowded e-commerce landscape.

Social media dominance

However, young shoppers are not just passive recipients of fashion trends, they are active creators and promoters too. User-generated content—such as outfit-of-the-day posts, DIY fashion tutorials, and style vlogs—has a significant impact on what becomes trendy. This content is often more relatable and accessible for young consumers.

With platforms like Instagram, Pinterest, and TikTok, trends can now originate across social  media and gain momentum rapidly, often fuelled by viral content and influencer endorsements. This shift has led to a more democratised fashion landscape, where trends are  increasingly crowd-sourced rather than dictated solely by fashion designers and runways. “If you want to win the Gen Z consumer, you can't just do lip service—because this audience will spend that extra hour really researching to know whether a brand genuinely lives up to its claim or just trying to opportunistically jump in on a trend,” says Vineeta Singh, CEO and Co-founder, SUGAR Cosmetics, who found success in unlocking a new Gen Z segment for the brand via SUGAR Play—a teen-focused line of safe and vegan makeup comprising playful shades with formulations made for young skin. “It makes sense to reach them through influencers or partnerships, only where you feel that there is a real match between your brand values and the influencer/organization you collaborate with," she added as she spoke during the panel discussion on ‘Building Homegrown Brands for the Youth’ at Tech Threads.

Myntra has a robust social media presence and creator ecosystem, seamlessly connecting with its young audience and their love for fashion. Insights from the e-commerce player reveal a direct correlation between engagement duration and consumer conversion, highlighting the effectiveness of introducing ‘Minis’—a curated collection of video content ranging from five to 30 seconds, and Maya—a virtual influencer harnessing the potential of the immersive Myntra universe to engage with Gen Z shoppers in driving brand salience and loyalty. 

“This generation has needs that are different from those of the millennials,” says Kumar. From authenticity to access to information and comparison, Gen Z is spoilt for choice. But “when they see a brand, which fits in with their purpose,” Kumar adds, “you’ve got their approval”. 

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