Myntra launches V2.0 of app; announces ‘House of brands’ campaign

BENGALURU: Myntra unveiled version 2.0 of its shopping app yesterday in Bengaluru on the side lines of its 4thAnnual Brand Summit. The new version of the app is meant to transform the way customers shop for fashion online, by making it more personalized and social.  Myntra says that it is meant to connect fashion lovers with their favourite brands, celebrities and people of similar taste and engage them with the latest in fashion content, new trends and collections.

The company announced a new campaign that includes three TVCs’ to promote itself as a House of brands with the tagline ‘The Best of Fashion for the Best of You’. The campaign created by Bengaluru based Happy Creative Services will run for an entire year said Myntra CEO Ananth Narayanan. The three TVCs’ have been directed by Razneesh Ghai and produced by Asylum Films. For now, the three TVC’s will be aired across digital platforms including television, multiplexes for a month. Media buying for the ‘House of brands’ campaign is through Group M. Narayanan also revealed that a campaign to promote the version 2.0 of the Myntra app was in the offing.

According to Myntra, it’s 4th Annual Brand Summit saw 450 leading Indian fashion and lifestyle brands come together to witness Myntra unveil its vision for fashion commerce in India. Myntra held the Brand Summit at Bangalore on the theme of ‘Leveraging Technology to Build the Future Platform for Fashion’. Brand partners and suppliers came together under one roof for a day to discuss innovation, trends and brand building in fashion and the role of technology in driving the same.

Unveiling the Myntra V2 platform, Myntra CTO Shamik Sharma said, “We are setting out on a path to the future – where people’s online and offline experience fuse together seamlessly. People want to be able to shop and hang out together, be inspired by others, and get their opinion. We want to enable this to happen online. The new app brings together the best of offline and online experiences on the mobile by allowing our customers to engage with others and with influencers. It is a personalized social shopping experience; a one of its kind in the industry.”

The Myntra App Version 2.0 is currently available on the Android platform and will launch some of these features on the iOS platform shortly.

According to Sharma, Myntra V2.0 has several innovative new features – ‘The Style Forum’ brings shoppers closer to the real world experience of asking for the opinion of their friends or help from style experts. ‘The Fashion Feed’ on the landing page provides users fresh content every time they open the app and also allows them to follow conversations of particular interests or follow friends for regular updates. Profiles allow brands and fashion influencers to create their own presence and showcase new trends and collections. The new brand ‘Partner Portal’ allows brands to understand consumer preferences and communicate with their fans.

Of special significance for brands is that the new Myntra app offers partner brands a new way to reach out to over 76 lakh active customers by sharing with them, engaging content ranging from new launches to trend stories. The new app will help brands acquire new followers, run specific campaigns and promote new product collections. Brand ambassadors get a better connect with their fans by becoming a part of the customers’ shopping experience.

Another significant step by Myntra is the Partner Portal that will help its partner brands publish various kinds of content – videos, inspiring articles etc., and target a specific user segment. The new portal will enable brands to plan their campaigns on the basis of customer demographic insights and deeper understanding of their purchase patterns.

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