Myntra claimed its flagship sales event, the End of Reason Sale (EORS) was the largest ever, as it served around 5 million customers who ordered around 21 million products in six days, which globally matches company estimates. The e-tailer, however, did not provide an update on the number of new customers it saw at the event. It had forecast 1 million first-time users, according to a statement released before the start of EORS.
Additionally, the latest release indicates that women’s western wear, men’s casual wear, sportswear, beauty and personal care were the most popular categories during the June 11-16 event. While Roadster Life & Co’s t-shirts, L’Oréal shampoo, Garnier hair colour, Ponds facial cleanser, BoAt headphones and Lakme’s Kajal eyeconic stood out as the most popular products.
Brands like US Polo Association, Puma, H&M, Mango, Levis, HRX, Wrogn, Maybelline, Roadster Life & Co, HIGHLANDER, Libas, L’Oreal India and Fire-Bolt were in high demand according to the Walmart-owned company. Myntra Luxe, the company’s luxury beauty segment, has also seen increased demand from buyers. Brands like MAC, Dyson, Armani Beauty, GK Hair, Benefit Cosmetics, CK, Laneige led the way.
On average, Myntra claims to have sold 10 t-shirts, 14 lipsticks and 17 sarees per second and around 1,600 styles per minute. The majority of its buyers were women, the company’s statement revealed.
Boasting about its logistics, Myntra said the fastest delivery was within four hours of ordering, but did not mention the name of the city. He further said that 8 million of the 21 million products had been delivered to customers before the sale ended on June 16.
Myntra previously launched M-Express, its fast delivery service, which aims to deliver fashion products within 48 hours.
“EORS-16 has taken the legacy of the flagship event forward, kicking growth and scale for brands a few notches. In our effort to democratize fashion using technology, we are pleased that this edition of India’s largest fashion carnival has been able to delight and serve 5 million people, with the highest number of people shopping during EORS so far, and the event continued to be a opportunity for 21,000 kirana partners whose earnings were boosted by approximately 1.4 times their usual earnings (BAU) as they helped achieve 1 million peak shipments,” said Nandita Sinha, CEO of Myntra.
Delhi buyers were major contributors to the event, among the metros, while Bengaluru, Mumbai, Hyderabad and Pune followed. Among Tier II and Tier III cities, Jaipur, Patna, Lucknow, and Indore, among others, led the demand respectively.
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