As per latest report Flipkart owned Myntra has achieved reasonable success in promoting private fashion labels on its site and the offline foray is an extension of this attempt to promote the private labels while keeping the main thrust on the online model. Meanwhile this news comes on the heels on Myntra debuting a new format of fashion retail store in Bengaluru called Roadster Go for the second store of its private label Roadster, which has a 30 second self-checkout facility.
Accordingly the first offline store was opened in Bengaluru in March last year. Ananth Narayanan, CEO, Myntra-Jabong said "The first Roadster store was all about consumer engagement, so we wanted to increase the amount of time that a customer spends interacting with a brand. Meanwhile with this store, we wanted to use technology and make it intuitive for customers and make the customer journey inside a store much easier”.
Furthermore the offline model tries to rope in the
section of the fashion buying population that is not very comfortable making
such purchases online and wish to go through the physical ‘look and feel’
process before they make the purchase. Presently Myntra believes it is keeping
an eye on the profitability aspect as well and claims its private labels
business is already profitable.