New Strategies & Brands Will Enable Myntra to Touch $1 Billion Target During FY 2016-17

Myntra, India's leading platform for fashion brands and pioneer in m-commerce play, has clocked $800 million in annualized GMV in January 2016, taking it closer to the target of reaching $1 billion GMV by FY 2016-2017. Sales volumes for the month were propelled by growth of Myntra Fashion Brands, increased contribution of international brands including new marquee brands such as MnS, Forever 21, high growth in women's wear category and a hugely successful End of Reason sale. Also, discounts have dropped by 6% and supply chain cost reduced by 5% in the last quarter.

According to Ananth Narayanan, CEO, Myntra, “January has been the biggest month ever for Myntra. I am happy to share that we have achieved an annualized GMV of $800 million. Our focus for the year will be to attain positive gross profit while maintaining scale during the year. We plan to build on the momentum in the first month to touch $1 billion GMV by FY2016-17.”

BUSINESS PERFORMANCE IN 2015

In 2015, three key strategies were adopted which has helped the company to clock growth of 70 % YoY.  First, there was a focus on brand mix that appealed to the price conscious as well as the fashion & brand conscious. Second, the company worked towards greater efficiencies arising out of increasing scale and better management of business processes. Finally, better cost management through a series of rationalization measures have ensured better bang for the buck, be it in marketing or infrastructure.

PERFORMANCE OF BRANDS AND CATEGORIES

The focus for 2015 was on building a large portfolio of domestic and international brands. “Online fashion consumers are largely brand seeking. Brands will grow and define future of fashion. We expect the branded fashion market to grow twice as fast as the overall fashion market in the next 5 years. We now plan to be profitable at scale in FY 2016-17, with consistently high growth rates,” says Prasad Kompalli, Head – eCommerce Platform, Myntra.

By the end of December 2015, there were over 2000 brands on the Myntra platform, of which 800 new brands had been on-boarded in 2015. The top brands for the year were Roadster, Puma, Nike, Vero Moda and UCB.

The year also saw a growth in Myntra Fashion Brands, led by Roadster, which became the highest performing brand on the platform.  Roadster aims to clock Rs.400 crore in 2015-16 and become a $100-million or Rs 650-crore brand by end of 2016.The in-house brands saw an increase in contribution in overall revenue to 20% in 2015. The focus area for FY 2016 is to increase contribution of in-house brands to ~25%.

Currently, on Myntra there are more than 30 international brands on the platform, including Scotch and Soda, Harley Davidson, Ferrari, Desigual, Forever 21,The North Face, Timberland and Marks and Spencer out of which 25 were added in 2015 alone.

The overall contribution by December end was 5%, which will increase to 15% by FY 2017. The leading international brands were Forever 21, Mango, Antony Morato, Scotch and Soda and MnS.

WOMENSWEAR

Among categories, the womenswear category grew by 73% in 2015.In January 2015, Myntra had a total of 995 womenswear brands and 90,000 styles catering to the women consumer. A year later, in Jan 2016, Myntra has approximately 1250 womenswear brands and 141,000styles. This represents a 25% increase in brands, and a 55% increase in the women’s wear catalog. In the women's category, Western wear has been the top performing category which was followed by lingerie.

Some of the key brand launches in the past one year include All About You (MFB), Guess, Label by Ritu Kumar, Chumbak, Emporio Armani innerwear, Calvin Klein innerwear, ALDO, Nine West, Accessorize, FURLA and Kenneth Cole.

MENSWEAR

Menswear brands on the platform went up from 263 brands in 2014 to 419 brands by the end of 2015 and the category grew overall by 70%. Shirts, Jeans/Denims and Winter wear were the top 3 menswear products.

In the menswear category, the top performing market brands were UCB, Jack and Jones, Wrangler, US Polo Assn and Levi’s. Among the in-house brands, Roadster and Mast and Harbour were the top performers.Wrogn, which was launched in February last year, is among the top 10 brands in this category.

SPORTSWEAR

The category saw the addition of Adidas NEO,Timberland, The North Face, Columbia Sportswear- Exclusive Real Madrid, Barcelona, DC, among others. For the category, the top 5 brands were Nike, Puma, adidas, Reebok, Fila and Vans. In the sports category, products for running , training and fitness (especially those for women engaged in dance, yoga, aerobics and zumba etc.) continues to do well. Sporty lifestyle footwear and winter wear are also doing well. New categories like outdoor, skateboarding and basketball are picking up faster than other categories.