Myntra Big Fashion Festival Geared to Handle 13,000 Orders Per Minute

Seasonal employment opportunities being created for over 16 thousand personnel to cater to the expected surge in demand, 21000 Kirana stores will fulfill 80 percent of the orders.

Myntra announced the arrival of the Big Fashion Festival, scheduled to start on September 23, 2022. The third edition of BFF has 1.5X more styles compared to the previous edition and will enable a diverse set of over 6000 brands to give value offers and cater to the festive shopping needs of the entire family.

This edition of the Big Fashion Festival will offer access to collections across categories and price ranges for all age groups, making it the starting point of everything fashion, this festive season.

The event is expected to witness a higher demand compared to previous years. To meet this demand, the tech capabilities of the platform are geared to handle 13,000 orders per minute at peak.

This year, the platform will also provide access to constructs that are designed to showcase festive-oriented categories like Showstopper, BFF Specials, and Rewards.

Key Highlights

Showstoppers- A Daily Fashion Gala

Customers can experience a unique theme around fashion and beauty each day. This 24X7 customer engagement proposition will comprise quizzes & rewards, styling tips by Fashion Influencers, interactive AMA (ask me anything) sessions on social media, unique deals, and prime-time offers by brands.

BFF Specials – Hero Collections

Big Fashion Festival promises to offer access to fresh trendy collections to amp up the fashion game of millions of customers. By curating unique hero collections for ‘BFF Specials’, brands are set to host over 100 new launches, cross-brand collaborations, and interesting CelebXBrand crossovers.

Value offers and Rewards

Customers using Axis Bank and ICICI Bank debit and credit cards to make payments on their purchases will enjoy an additional 10% off from the respective banks.

Myntra Insiders, members of its popular loyalty program, will also have the access to avail benefits like free shipping on all orders, Myntra gift cards, and vouchers from celebrated brands, among others.

This edition of the event BFF will also see the brands offer consumers assured BFF Rewards, like coupons from brands in the space of beauty, entertainment, food, travel, gadgets, media, and music among others.

Omnichannel Scale Up

Myntra’s omnichannel play launched two years back by integrating with 1,000 stores from 100 brands and has seen a massive scale up.

This edition of the Big Fashion Festival will see more than 300 brands from more than 3200 stores featuring their unique selection of 1.7 lakh styles. 

Social Commerce Play

Myntra will also enthrall customers through its immersive social commerce propositions, Myntra Studio and M-Live by collaborating with a bevy of leading fashion and beauty creators to guide festive shoppers.

“This year’s festive season is going to be special for everyone. After two years of celebrating festivals in a rather muted way, this year it is going to be much grander and bigger, bringing together family and friends to share the joyous moments.  During this edition of the Big Fashion Festival, we are expecting ~6 million unique customers to shop during the event. We are geared to handle as many as 900K concurrent users on the platform,” said Nandita Sinha-CEO-Myntra, said,

Myntra’s marketing campaign launched ahead of the festive event, features Virat Kohli, Anushka Sharma, Ranbir Kapoor, and Kiara Advani. The campaign, amplified across TV, digital and social media, is expected to engage more than 250 million people across the nation.

Warehouse, Logistics, and Contact Centre Scale Up

To cater to the expected surge in demand during the festive period the company has created over 16000 direct and indirect seasonal employment opportunities through its partners. Of this total number, more than 2500 are women and around 300 are differently-abled personnel, fulfilling roles across functions such as sorting, grading, and packing across key major hubs.

In addition, more than 1000 executives have been added as part of Myntra’s customer support service, to boost their capability to manage high volumes of order-related queries.

Along with Myntra’s supply chain partner network, consisting of over 21,000 MENSA (Myntra Extended Network for Service Augmentation), the neighborhood Kirana store partners, will play a pivotal role by fulfilling 80 percent of the festive orders across the country.