Myntra Trend Index: Gen-Z Fashion Revolution & Beauty Boom

Myntra, India's favourite fashion, beauty, and lifestyle destination, has launched the very first edition of the ‘Myntra Trend Index’, a report summarising some of the most outstanding fashion trends observed in the country, as exhibited by Myntra’s base of millions of customers in FY24. With industry-defining insights, it dives into the heart of India’s fashion, beauty, and lifestyle preferences, shining a spotlight on the ever-evolving trends that shape the closets.

●       The report puts a spotlight on how customers are showering love on Myntra.  A whopping ~75 million trend seekers (users) joined the Myntra family in the last 12 months, and guess what?  65% of them are from non-metros, proving that fashion fever knows no bounds!

●       But wait, there's more: Monthly Active Users on the platform touched an amazing 60 million mark at peak, with 6 million customers making 30 visits to the platform each month on an average. Talk about a fashion fiesta that's shaking up the scene!

●       Let's spill the tea on Myntra’s social media game! Myntra isn't just a platform to shop;   Fashion enthusiasts throng  the platform  to learn, explore and get inspired time and again, indicating a social-media like engagement. Picture this: Myntra’s esteemed patrons and loyalists are deeply immersed in the offerings. Top 1% customers are gracing the platform with approximately 35 visits each month followed by Myntra loyalists at 20 times a month.    The spotlight is also shared with 'Myntra Minis', snackable content form, which is capturing attention by amassing a remarkable 100 hours of viewership monthly.

●       Now, let's talk colours! Men fell for shades like White, Grey, Teal, and Olive while women shoppers have been gravitating towards the ethereal allure of pastel hues such as Beige, Peach, and Lavender. Meanwhile, the timeless classics, black and blue, continued to maintain their steadfast reign across various cohorts, standing the test of time with their enduring appeal. The top color choices of GenZ men ranged from charcoal black, ash grey, peach, and rusty orange to lilac, and the favorite color palette for GenZ women comprises metallic silver pink, red, lavender and hues of lavender and neutral tones.

●       Premium offerings on the platform continue to  soar in all their glory , reflecting  the rise and rise in premiumization. Indian wear on Runway Icons (Myntra’s one-stop destination for premium Indian Wear) witnessed  the doubling of demand , while the premium luggage category grew at a 55% year-on-year. The demand for Luxe  selection  registered an impressive a 150% year-on-year increase, indicative of a growing appetite for luxury items  –  talk about living the high life! Plus, the premium home section is sprucing things up with a 50% YoY growth in Feb '24.

●       In the sneaker segment were the iconic kicks such as Adidas Originals, Nike Jordans, Converse All Stars, and New Balance BB550 leading the pack with style and flair. And guess what? The Air Force 1 '07 sneakers were strutting their stuff as the reigning champs of premium kicks, proving that timeless design never goes out of style. But here's where it gets really wild: the Nike Dunk Low Retro Panda edition made history with the entire stock selling out in a mind-blowing three-minute flat! It's like a sneaker stampede, highlighting the insatiable appetite for the most coveted releases on Myntra. So, lace up those kicks and join the fashion race—it's a sneaker showdown you won't want to miss!

●       GenZ is influencing the fashion scene like never before, and it is a sight to behold! Bangalore, the city of dreams, emerged as the epicentre of this fashion revolution, where every street corner is a runway waiting to happen.

●       Capturing the attention of this trendsetting cohort  are Varsity Jackets, Bling Dresses, and Oversized Blazers, each making a bold statement in its own right. From exuding campus cool vibes to embracing street chic aesthetics, GenZ is rewriting the style rulebook, one trend at a time.

●       Women’s traditional attire got a modern makeover, with monochromatic lehengas and metallic sarees stealing the spotlight. But wait, there's more drama in this desi fashion saga! Bollywood-inspired looks are adding a pop of colour to wardrobes everywhere, with a whopping 12X surge in demand for ombre sarees during the festive season.

●       Accessories are a must to get the perfect look and the report reflects the varied choices made by women customers to get that gram-worthy look. Vintage and snake pattern watches, coupled with monogram bags, served as the perfect finishing touch to elevate these captivating ensembles. Women enthusiastically embraced a multitude of new trends, spanning from co-ord sets to corsets and crop tops. Meanwhile, high-waisted bottoms and ruffled dresses made a triumphant return to the forefront of fashion. And let's not overlook the 'Barbiecore' phenomenon! Around the time of the release of the film, searches for 'Hot Pink' and 'Barbie' surged and how!

●       Men are enthusiastically immersing themselves in trend-first fashion, embarking on an exhilarating and perhaps an unprecedented journey of self-expression. The era of playing it safe is a thing of the past – now is the moment to unleash, with crochet shirts exuding summer vibes to bold graphic tees commanding attention, men have been confidently embracing their personal style like never before.

●       But wait, it gets even better! Comfort reigns supreme in this fashion evolution, evidenced by a notable threefold increase in the demand for men’s oversized t-shirts and baggy cargos. Additionally, nostalgic favourites such as parachute pants, bootcut denims, and knitted trousers are also making an  impressive comeback  to the forefront of fashion, highlighting the harmonious blend of style and comfort.

●       The beauty and grooming landscape in India is getting a serious glow-up, akin to a magical makeover! Enter the realm of science-backed skincare and meticulous post-wash hair care routines, swiftly claiming the spotlight in what feels like the blink of an eye. What's even more remarkable? It's not solely the major cities hogging the limelight – a significant one-third of the demand for science-based skincare products is emanating from the wonderful patrons in non-metro regions! Truly, love for beauty and personal care is  spreading its allure far and wide.

●       The Maybelline Superstay Matte Ink was seen stealing hearts, with 75% of Myntra's women shoppers diving headfirst into the world of beauty products already. Men's grooming is also having a moment of its own, with acne and pimple care solutions, ingredient-led serums, and hair removal sprays making way to the shopping carts.

●       The clash of the cities was a captivating fashion face-off, with each city showcasing its unique style! Delhi made waves in the denim realm, rightfully earning the esteemed title of the ‘Jeans Capital of India’, while Kolkata asserted its dominance as ‘the Kurta Capital’.

●       Pune made quite an impression with its notable penchant for T-shirts, surpassing Chennai's purchases by a significant margin! As for the ‘Dress Capital’, Bengaluru emerged the hands down winner, with its streets transforming into potential captivating catwalks. Bengaluru's fashion prowess extends beyond dresses, as evidenced by its substantial shirt purchases, outstripping Mumbai, Chennai, and Ahmedabad combined. Meanwhile, in Hyderabad, the demand for T-shirts surged, surpassing Chennai and Gurgaon and the city was ahead by a wide margin in kurta sets compared to Chennai. It's akin to a dynamic fashion arena where every city emerges victorious, and the stakes for style have never been higher!

Trivia

Speaking on the first edition of 'The Myntra Trend Index', Sharon Pais, Chief Business Officer, Myntra, said, " Myntra Trend Index’, throws light on some of the most noteworthy consumer trends across fashion, beauty, personal care, and lifestyle segments in India. The findings of the report strongly suggest that the country is on the journey of premiumisation and there is a marked rise in adoption of trends across cohorts. When it comes to fashion, the country has become experimental in its choices while also adopting self-care and personal grooming in a big way.  These trends mirror India’s lifestyle choices and underscore our role as an enabler to make the latest from the world of fashion and beauty available to millions of our customers, on the back of cutting-edge technology and differentiated service.”

The Trend Index also gives a sneak peek into how the trends game is going to get better.  Millennials, are ready to embrace Smart Polos and Fusion Co-ords as the new go-to wardrobe essentials, while Gen-Zs are poised to make waves with Hypergraphic Oversized T-shirts and Denim Corsets, making bold fashion statements like never before!

In the beauty segment, top products are expected to be Hydrating Serums for a radiant glow, blushes to achieve that perfect rosy flush, nude lipsticks for an effortlessly chic look, and Kitty Liners to infuse a playful touch into your makeup routine.