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MYNTRA LAUNCHES WORK-FROM-HOME COLLECTIONS IN MIDDLE EAST MARKET

MYNTRA LAUNCHES WORK-FROM-HOME COLLECTIONS IN MIDDLE EAST MARKET

Flipkart-owned fashion marketplace Myntra said it is launching trending Work-From-Home wear from its private brands in the Middle-East market capitalizing on the consistent need of shoppers amid the COVID-19 pandemic.

The fashion etailer has entered into a strategic partnership with UAE’s e-commerce platforms, Noon and Namshi, to sell athleisure and casual wear to shoppers in the region which is said to have high internet penetration and growing popularity of online shopping due to the coronavirus outbreak.

Both Noon and Namshi are part of the Emaar group, a conglomerate located in the UAE. Noon is a horizontal e-commerce platform with products across categories, and Namshi is a vertical platform, focussing primarily on fashion in the premium segment.

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On Noon, Myntra has listed brands Dressberry, Mast & Harbour, Moda Rapido, Here & Now, Sztori and HRX. Namshi will list Wrogn alongside Dressberry, Mast & Harbour and HRX over the next few weeks. Myntra will be putting up 500 styles on each platform. Both the companies will work closely to track new consumer needs in order to tweak styles and collections for the market.

This move comes a year after Myntra conducted a short-term pilot with Walmart Canada to test the international waters. As part of the pilot, consumer research data highlighted the Middle East and South East Asia as top markets with high internet penetration, densely populated shoppers of Indian origin and matching fashion choice.

HISTORY OF MYNTRA

Becoming India’s no. 1 fashion destination is not an easy feat. Sincere efforts, digital enhancements and a team of dedicated personnel with an equally loyal customer base have made Myntra the online platform that it is today. The original B2B venture for personalized gifts was conceived in 2007 but transitioned into a full-fledged ecommerce giant within a span of just a few years. By 2012, Myntra had introduced 350 Indian and international brands to its platform, and this has only grown in number each passing year. Today Myntra sits on top of the online fashion game with an astounding social media following, a loyalty program dedicated to its customers, and tempting, hard-to-say-no-to deals.

The Myntra shopping app came into existence in the year 2015 to further encourage customers’ shopping sprees. Download the app on your Android or IOS device this very minute to experience fashion like never before


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Kohan Textile Journal is the leading magazine for the Textile industry, Textile machinery, Synthetic Fibers and Nonwovens in MENA region (the Middle East and North Africa) and is published every two months. It basically emphasizes on textile machinery, textile products, carpet and synthetic fibres distributed among the factories, manufacturers, and traders of floorcovering industries.l

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