Myntra sees 300{cbf6da10fac2230370cea9448ed9872290737d25c88b8c8db3eefaf8c399e33d} growth in lingerie and loungewear category in 2020, Retail News, ET Retail

Lynn Imbier

Representative image

New Delhi: Online fashion company Myntra has witnessed a record 300 percent growth in 2020 over last year in the lingerie and loungewear segment amid the pandemic with higher growth fueled by demand from metros and tier II and III cities, the company said. The company feels this segment will gather more steam in 2021.

According to the company, the category is expected to see an increased demand during Myntra’s EORS event, reaching 1.2 million customers from across the regions. Myntra’s flagship sale event will be held between July 3 and July 8.

“The concept of ‘work from home’ backed by the comfort of a ‘discrete delivery’ option, has drawn more interest from consumers towards this segment on Myntra, across big cities and small towns, alike, with tier 2 and 3 markets contributing about 40{cbf6da10fac2230370cea9448ed9872290737d25c88b8c8db3eefaf8c399e33d} to the growth of the segment and having a significantly higher growth rate,” the company said.

The category has continued to witness strong growth during the months of April and May this year, despite the severe second wave of the pandemic, the e-tailer said. The category, regarded as an essential, grew at 200 percent year-on-year during this period.

Myntra currently houses over 30,000 styles, from about 200 leading brands in the Lingerie and Loungewear category, with leading brands being Enamor, Amante, La Senza, Triumph, Dressberry and Marks & Spencer, among others.

About 60 percent of the demand in the segment is presently generated by metro and tier 1 markets, although tier 2 and 3 markets have a significantly higher growth rate.

“Lingerie and loungewear is an emerging category with a strong contribution to Myntra’s growth. Our wide range of brands, options and styles, have driven solid momentum during the pandemic, alongside factors such as work from home and an attitudinal change in young women, especially from regions other than metros and tier-1 cities. While loungewear continues to witness growth like the previous year, a pleasant surprise has been the bouncing back of swimwear and shapewear. We are aiming to have more than 250 brands in the lingerie and loungewear segment by the end of the year, with a good mix of domestic and international brands,” said Ayyappan Rajagopal, chief business officer at Myntra

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