Walmart's Myntra to host mega fashion sale event, eyes 5.5 mn customers

Myntra's 360-degree marketing campaign for the festive season, with over 100 national and regional celebrities and popular influencers, is expected to reach 150 mn people

Walmart-owned fashion retailer Myntra is expecting 5.5 million unique customers at its upcoming Big Fashion Festival (BFF), with av 1.8x increase in traffic over the previous edition. This edition of the mega fashion event is likely to see a massive uptick in demand, at 4x over BAU (business-as-usual) and 1.6x over the last festive season, with 40 per cent contribution coming from tier-2 and 3 markets. The tech capabilities of the platform are geared to handle a million concurrent users at peak. About 1.1 million first-time shoppers are expected to participate in this edition.

Myntra’s 360-degree marketing campaign, for the