Home / Knowledge / News / Apparel/Garments / Myntra to pilot offline sales of large brands
Myntra to pilot offline sales of large brands
30
Dec '15
Online fashion retailer Myntra will pilot a programme to help large brands to drive their offline sales through a multi-channel approach and offer an integrated shopping experience.

“We are going to partner with some of our major brands to do omni-channels. Maybe we will leverage their inventory in the stores or the consumer experience that we have in the stores where we can direct the traffic,” Myntra's CEO Ananth Narayanan told Business Standard. Myntra is in talks with several brands for the pilot programme to be launched in the next financial year, but Narayanan did not reveal the names.

With the move, Myntra is trying to leverage its smartphone app user base of 7.6 million to drive sales for large brands in the country. Currently, international brands contribute five per cent to Myntra's revenues while private labels' share is 20 per cent. The company claims a high repeat customer rate at 80-85 per cent. Over an 18-month period, the firm plans to double the share of international brands and increase the own brand share to 30 per cent of its total sales, which will help it generate higher margins.

“Omni-channel is a good idea. I think people should do more omni-channel because that will educate the consumer on e-commerce. Whenever I have conversations with the brands, I suggest them to do omni-channels,” the former McKinsey India director, who joined Myntra in October, added.

An omni-channel approach involves online retailers opening offline experience centres or vice-versa. Customers can come, touch and test the products that they intend to buy at these experience centres, where they would be assisted in the selection process of a product and to get the product delivered to their preferred addresses.

Indian retailers have already begun to look at merging the offline and online experiences in retailing for their consumers. Madura Fashion & Lifestyle, part of Aditya Birla Nuvo, launched a digitally integrated store in Bengaluru. Snapdeal's omni-channel platform named Janus lets customers discover, purchase or even return products to a physical store. Reliance is building a fashion e-commerce portal out of Bengaluru. (SH)

Fibre2Fashion News Desk - India


Must ReadView All

Pic: Riddell

Apparel/Garments | On 24th Feb 2020

Riddell sells part of apparel business to BSN Sports

Riddell, leader in football helmet technology, has sold certain...

Pic: Agfa

Textiles | On 24th Feb 2020

Agfa and TFL collaborating to develop Alussa

Agfa and TFL are collaborating to develop Alussa, an inkjet printing...

Pic: FESPA

Textiles | On 24th Feb 2020

FESPA to see latest in printing

FESPA Global Print Expo 2020 will see the international print...

Interviews View All

Prabu Mohanram, Balavigna Weaving Mills Pvt Ltd

Prabu Mohanram
Balavigna Weaving Mills Pvt Ltd

The biggest challenge that the weaving industry faces is high price

Top executives, Textile industry

Top executives
Textile industry

In 10 years' time, everything will have the responsible factor integrated

Top executives, Textile industry

Top executives
Textile industry

GST has levelled the playing field to an extent

Farheen B Rahman & Priti Jain,

Farheen B Rahman & Priti Jain

Founded by business-designer duo <b>Priti Jain and Farheen Rahman</b>,...

Alessandro Marengo,

Alessandro Marengo

Founded in 1974, Italian firm Zaitex SpA is one of the leading suppliers...

Oliver Schmitz,

Oliver Schmitz

Germany-based Gmöhling is a leading manufacturer of aluminium containers...

Brad Holschuh, Wearable Technology Lab, University of Minnesota

Brad Holschuh
Wearable Technology Lab, University of Minnesota

A new study led by researchers at the University of Minnesota's Design of...

Larry L Kinn, Suominen Corporation

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Tiasha Renganathan, Twinery Innovations by MAS

Tiasha Renganathan
Twinery Innovations by MAS

Twinery-Innovations by MAS is the innovation arm of Sri Lankan company MAS ...

Judy Frater, Somaiya Kala Vidya

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Ritu Kumar, Label Ritu Kumar

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Yash P. Kotak, Bombay Hemp Company

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


February 2020

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search