Myntra, the online fashion portal appears to be interested in converting its portal into a fashion network that will let users to invite friends, create a group, upload photos, chat with one another and get the opinion of experts and friends before buying any product, claimed a senior executive of the company. This idea that is in the making is to make Myntra similar to Facebook in the fashion industry and to establish a fashion network of Myntra.
Speaking about this Facebook like fashion network of Myntra, Abhishek Rajan, the Head of Mobile Business at Myntra stated that when a user comes to shop and gets discounts, he or she might continue to visit the portal one or twice every month. Moreover, fashion is a market segment that will inspire the customer’s everyday. Thereby, the company is building a fashion network of Myntra where the engagement between users and experts will be high making them come to the app again.
In May, Myntra owned by Flipkart closed its website and became a mobile only application. The reasons for this move are that 70 percent of the revenue that was generated by Myntra was from the mobile app and the mobile first generation in India is the target audience of the company. For these reasons, the company managed to bear the cost that it lost on the desktop audience.
The new fashion platform has been rolled out to some users and they can follow their friends and brands, and also like, comment, buy and share on the network. This move is expected to help the company to keep a track of the tastes of its subscribers and also suggest them products as per their pattern of browsing. However, the analysts are not certain that this plan of Myntra will be successful.
The company is also in plans to introduce new features including virtual wardrobe with snaps of users’ garments and image searches. The subscribers can take a snap of what they like and search for similar stuff as well.
Basically, e-commerce companies are interested in focusing more on the users’ comfort and experience. We hope this approach brings success to Myntra.