“I couldn’t have asked for a better start to the new year,” says Myntra and Jabong CEO Ananth Narayanan to ET Now reporter Rahul Dayama. He is of course referring to the recently concluded End of Reason Sale on Myntra and Jabong.
The fifth edition of Myntra’s End of Reason sale, the country’s biggest fashion sale event, held between 3rd and 5th January concluded with record participation from 12.5 million users. Myntra registered a 160% growth in revenues with 2.1 million app installs.
In an interaction with ET Now, Ananth elaborates on everything that worked in Myntra’s favour during the sale and how everybody prepared themselves for it. The results are there for everyone to see. Sales on Myntra and Jabong were quite complementary to each other, with men’s casuals and sports category doing very well on Myntra and women’s wear, both formal and ethnic, being popular on Jabong.
Men’s casual emerged as the most popular category with over 5.2 Lakh orders and a growth of 109% from the January 2016 edition of EORS. This was followed by Sports which grew by 94% with 3.9 Lakh orders and Women’s Ethnic wear which grew by 138% with 2.4 Lakh orders. International brands witnessed a growth of 2.7x in sales in comparison January 2016 edition of EORS.
This edition of EORS also saw the largest ever engagement with Bollywood and sports celebrities with stars such as Salman Khan, Deepika Padukone, Hrithik Roshan, Virat Kohli, Yuvraj Singh, R. Ashwin and P.V Sindhu promoting the sale.