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Myntra’s Big Fashion Festival (BFF), which began on October 8, recorded four times its business-as-usual (BAU) demand in the first 24 hours. Shoppers from Tier 2 and Tier 3 cities accounted for more than half of the orders placed on the first day. Jaipur, Lucknow, Patna, Indore, Ludhiana, Surat, Dehradun, Bhubaneswar and Mysuru were among the cities contributing to orders.
In eastern markets, demand was seven times the BAU level, with West Bengal, Assam and Bihar contributing to sales. The number of new customers from these regions increased 1.8 times over BAU. Demand came from categories including ethnic wear, casual wear, beauty products and sportswear.
During the first hour of the sale at midnight, customers ordered 800 T-shirts, 500 pairs of shoes and 500 kurtas and kurta sets per minute. Men’s T-shirts, jeans, kurtas, kurta sets, sneakers, sports shoes, women’s tops and dresses were among the categories with the highest demand. Perfumes, lipsticks and watches also featured among the top choices.
Jompers, Aurelia, Diwas by Manyavar, House of Pataudi, Souragya, KISAH and Libas were among the occasion wear brands that recorded demand on the first day. More than 1.25 million customers opted for early access through VIP tickets.
The platform also reported a higher average order value on the opening day compared with the first day of last year’s edition. Brands including Forever New, Levi’s, H&M, Tommy Hilfiger, Masaba, Michael Kors, Calvin Klein, Adidas Originals, Nike, Birkenstock, Victoria’s Secret, Beauty of Joseon, Laneige, ALDO, Comet and GUESS were among those with demand on day one.
M-Now, Myntra’s rapid delivery service, recorded twice its usual order volume on the first day of BFF. Brands including MANGO, USPA, Puma, Van Heusen, ASICS, Minimalist, Zouk, Titan, Timex and L’Oréal were among those available through the service.
Myntra’s platform handled nearly one million concurrent sessions on the opening day. The current edition of BFF features more than eight million styles across fashion, beauty and lifestyle categories.
