Myntra launches Gen-Z focused immersive fashion app-in-app experience - FWD

Myntra has launched, FWD - an immersive fashion experience aimed at Gen-Z, on its platform.

As part of this offering, the enterprise has rolled out a series of features, delivering a differentiated app-in-app experience, aimed at bringing Gen-Zs’ favourite trends closer to them.

By providing easy discovery of an assortment of 65,000+ styles and access to an eclectic mix of 500+ popular brands from across the globe, catering to both men and women, Myntra FWD aims to be the one-stop-shop for all things related to Gen-Z fashion. 

H&M, Trendyol, bebe, Tokyo Talkies, Sassafras, Hersheinbox, Street 9, Athena, Bonkers Corner, and Boohoo, among others, are some of the brands that are set to be a part of the scintillating assortment.

With this, Myntra expects to add 10 million Gen-Zers to its customer base over the next two years, adding to the multi-million strong Gen-Z customer base from 2022. It will also look at scaling the offering to over 1 lakh styles on FWD by the end of the year. 

The platform said that FWD experience has been designed keeping in mind Gen-Z’s shopping inclination, often inspired by what’s in trend, community-driven recommendations as well as their preferred content formats.

Starting with the first week of the launch, the Myntra FWD offering will be highlighted via its position on the bottom navigation bar on the Myntra app. This will help build resonance with customers enabling direct access to all things Gen-Z right from the get-go. 

The platform will also feature a Daily Drop Widget, providing daily intel on fresh styles as well as an automated flow of content and trends personalised to the shoppers’ tastes and preferences. Within the first few weeks of the launch, Gen-Zs will also be able to engage with a shoppable video content tailored for Gen-Z in the form of reels on the FWD homepage to make their purchase journey smoother and fun. 

Keeping in mind Gen-Z’s flair for trend spotting, be it from their favourite celebs, influencers or on social media, Myntra FWD will bring photographer and content creator Viral Bhayani’s stream of celeb looks to the app, enabling a spot-to-shop journey.

Extending this idea further, users will also be able to shop for their favourite celeb looks via the Celeb Style Files. Myntra’s Photo Search feature is being further elevated with Gen-Z shoppers in mind, and would soon let users take a picture or screenshot of a style they spot around them, or on social media and directly forward it to the Myntra app, which will instantly show similar shoppable results from FWD. 

Nandita Sinha - CEO, Myntra, said, “As we build for many Indias, Gen-Z is an important cohort that we continue to take deep interest in. Their individualistic sense of style, diverse points of view and core values reflect in their unique fashion choices and is steadily impacting the way fashion is being consumed at a global-level. With the launch of FWD, we are excited to cater to this fashion-first audience by creating a space where their fashion needs aren’t just understood but are proactively met. Myntra FWD is not just a fashion destination; it's a holistic lifestyle experience designed especially for Gen Z.”

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