Just a week ago marketplaces Flipkart and Amazon hosted mega discount sales to clear off stocks ahead of GST roll out. If you thought that was the end of their discount sales, you were wrong. Flipkart’s fashion arm Myntra will be kicking off its End of Reason Sale (EORS) this week and Amazon will be competing with its very own Fashion End of Season Sale (EOSS).
Myntra EORS expectations
Myntra’s infamous online fashion sale will commence from June 24-26. Through its 3-day sale the online fashion portal expects to gain:
- 4 lakh new customers
- 3 lakh orders per day
- 25x jump in daily sales
- 15x jump in sales for Jabong (which shares 27% customers with Myntra)
Myntra-Jabong CEO, Ananth Narayanan said, “We are expecting around 45% uptick this EORS from last July and 20-25% increase as compared to EORS in January in terms of visitors on the portal . The innovation on social shopping through Myntra Shopping Groups will also incentivize people to shop more for an additional 15% discount which will last for upto 6 months beyond the sale. The social shopping feature is something we will retain post the event as well.”
To make sure the expected tidal wave of orders doesn’t leave them high and dry, Myntra’s logistics arm signed up 800 kirana stores across the country to meet last mile delivery requirements.
Regarding logistics Narayanan said, “We have been conducting pilots over the last three months, training the staff and these points will help increase the share of Myntra Logistics to process customer deliveries, without taking away from the experience.”
Customers will have a choice of 1 crore products on sale. And, a total of 1,800 brands will be offering discounts between 50-80% on their products.
Does this mean Myntra has given up its idea of quitting discounts and focusing purely on brands?
Amazon EOSS expectations
Amazon announced that it will host its 3-day fashion sale from June 23-25. The marketplace clarified that this sale has no relation to the fast approaching GST regime. Customers will have a choice of 3 lakh product styles in its fashion segment. A total of 1,500 fashion brands will go on sale on the platform offering discounts ranging from 50-80%.
Besides extreme discounts, the etailer will also provide embedded offers through its partnerships with Urban Ladder and Café Coffee Day.
The head of Amazon Fashion, Arun Sirdeshmukh said, “Today still 95% consumers’ shop offline and our objective is to make a significant attempt to bring those consumers shop online. We have lot more work to do to make this happen though.”
To ensure, this sale is a major success, the etailer has launched a 360 degree marketing campaign. This should also help the etailer capture new customers.
What do you think online sellers? Does Amazon Fashion stand a chance against Myntra?