Myn­tra ‘the most pre­ferred desti­na­tion for sports­wear’ in In­dia

Shoes & Accessories - - The Month That Was -

Myn­tra has emerged as the na­tion’s most sought af­ter re­tailer for sports­wear. The cat­e­gory has wit­nessed strong growth on the plat­form at 30% year-on-year over the last five years, ow­ing to con­cen­trated ef­forts by the on­line fash­ion ma­jor to grow the seg­ment and cater­ing to the bud­ding en­thu­si­asm for sports and fit­ness among the masses.

Apart from im­prov­ing shop­per ex­pe­ri­ence, Myn­tra has been suc­cess­ful in chang­ing the dy­nam­ics of con­sumer pro­file by at­tract­ing more women to shop for sports­wear, mak­ing it the most pre­ferred plat­form in the coun­try among women for the cat­e­gory. Myn­tra’s dom­i­nance in women’s wear ex­tends to fit­ness wear cat­e­gories like run­ning, gymwear, aer­o­bic, dance and yoga through ex­clu­sive of­fer­ings from mar­quee brands like Nike, adi­das, Puma, HRX, Ree­bok & 2GO. Myn­tra’s ef­forts has also led brands in the space to grow their base and con­trib­utes 15%-20% to the rev­enues of ma­jor brands like Nike, Puma and adi­das on Myn­tra’s plat­form. About 35% of Myn­tra’s own rev­enue comes from the same, while en­joy­ing a 40% share of the mar­ket in the cat­e­gory.

En­thu­si­asm for sport and ex­plo­ration, es­pe­cially among young­sters has given rise to an­other in­ter­est­ing cat­e­gory called ‘out­door’, for which Myn­tra is the favourite desti­na­tion among shop­pers in the coun­try. Myn­traush­ered in top global out­door wear brands such as The North Face, Mer­rel, Columbia, Solomon and Tim­ber­land, ad­dress­ing the growing need, es­pe­cially for hik­ing, ad­ven­ture travel and moun­taineer­ing. In ad­di­tion to launch­ing in­ter­na­tional brands, Myn­tra also en­gages with its cus­tomers in ex­cit­ing ways through some of the brands. For in­stance, it al­lows them to visit the Everest base camp in col­lab­o­ra­tion with Columbia Sports­wear.

Some of the cus­tomers have de­vel­oped a very spe­cial re­la­tion­ship with the con­cept that they wait weeks to get a chance to buy prod­ucts like adi­das Yeezy, Nike Jor­dan sneak­ers or Nike Va­por-max, which usu­ally sells out in un­der a minute. Myn­tra now ships out over one mil­lion units of footwear dur­ing an ‘End of Rea­son Sale’ month, at 20X sales over a nor­mal day.

Pus­pen Maity, VP & Busi­ness Head – Sports, Footwear and Ac­ces­sories, Myn­tra, said, “Suc­cess of the sports­wear cat­e­gory on our plat­form can be at­trib­uted to two im­por­tant fac­tors –Cu­ra­tion of the finest col­lec­tion from among top do­mes­tic and in­ter­na­tional brands and the abil­ity to uti­lize data and ad­vanced tech­nol­ogy to map or fore­cast de­mand, styles and trends in the mar­ket and cater to con­sumer’s needs. Con­sumer is al­ways at the core of any de­ci­sion mak­ing that we do at Myn­tra, and we un­der­stand that more and more peo­ple are em­brac­ing health­ier life­style. Sports­wear cat­e­gory will wit­ness very strong growth in the years to come and we ex­pect about 0.5 bil­lion dol­lars in rev­enue from the seg­ment over the next 3 years.”

Ab­hishek Gan­guly, Man­ag­ing Director, Puma In­dia, added, “More and more young con­sumers are fol­low­ing, buy­ing, col­lect­ing and even pre­serv­ing sneak­ers. This cul­ture is gain­ing huge trac­tion all across the coun­try. PUMA plans to in­tro­duce in­no­va­tion and style through our global range of prod­ucts on a reg­u­lar ba­sis. Myn­tra with its sneaker store has cre­ated the right base for gen­er­at­ing in­ter­est around sneak­ers. It has also cre­ated an en­gage­ment plat­form for sneaker freaks across the coun­try.”

With 2018 gear­ing up for the Foot­ball World cup, the mar­ket in In­dia for foot­ball re­lated mer­chan­dise, rang­ing from jer­seys, match balls and ac­ces­sories is set to ex­pe­ri­ence frenzy like never be­fore. An­other in­ter­est­ing as­pect is the growing pop­u­lar­ity of Ath­leisure – The new dress code. The cur­rent trend of sporty sil­hou­ettes and sports in­spired life­style wear will con­tinue in 2018 as well, with mul­ti­ple In­dian de­sign­ers and celebri­ties en­dors­ing it heav­ily. It will see a mix­ture of new col­ors, more brands, in­no­va­tive fab­ric tech­niques & sil­hou­ettes.

Growing at 10% CAGR, the sports­wear cat­e­gory in In­dia is cur­rently val­ued at ru­pees 32,000 crore, of which on­line seg­ment has a share of 25% in the or­ga­nized mar­ket. This is set to grow steadily in the com­ing years with more and more peo­ple opt­ing to shop on­line.

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