Myntra has partnered with Macy’s to bring its private brand portfolio to the Indian market. Over 600 products from Macy’s private brands, which include Alfani, Karen Scott, Epic Threads, and Ideology, have been made available on Myntra e-commerce website.
The Indian e-commerce platform has a diverse portfolio made up of men’s and women’s apparel, accounting for 65 percent of all products. The company’s collaboration with US department store, Macy’s, was first featured for Myntra’s Big Fashion Festival, one of India’s most popular fashion festivals, alongside other special edition products.
“Indian consumers, especially younger generations, have a significant inclination towards Western styles and fashion,” Neralla continued. “Macy’s decision to enter the Indian market through Myntra is aligned with Indian consumers’ growing inclination to purchase clothing and footwear online. About one in five of Indian consumers are buying clothing and footwear products online in 2022 compared to 10 percent in 2019, which means that the online penetration in clothing and footwear has doubled due to the Covid-19-induced transition. Macy’s has identified the rising online penetration of clothing & footwear in India, a rapidly growing market. This will give a boost to Macy’s overall online presence.”
According to GlobalData’s 2022 Q3 consumer survey, 40 percent of Indian consumers typically buy clothing and footwear from foreign or multinational brands. Among 25-34 year-olds and 35-44 year-olds, the proportion is 49 percent and 45 percent, respectively.
Myntra is striving to amplify Macy’s portfolio throughout the region, it also conducted a number of social media engagements, influencer campaigns, and social commerce initiatives. The site is continuing to seek support from both global and domestic brands as part of its strategy to introduce Macy’s to the Indian market.
“With our large customer base of fashion forward shoppers and our deep expertise in delivering a superlative fashion shopping experience, Macy’s private brands will be well positioned in the country” said Sharon Pais, Chief Business Officer for Myntra.