65% online shoppers from non-metropolitan cities; Bengaluru Emerges as Gen Z Capital: Myntra

According to the fashion and beauty e-retailer’s trend report, monthly active users on the platform reached the 60 million mark, with 6 million customers making an average of 30 visits per month to the platform. In addition, 2 million monthly users used Myntra’s features: MyFashionGPT, MyStylist and Maya.

The report sheds light on fashion preferences and highlights that premiumization is increasing. Indian apparel on Runway Icons (Myntra’s one-stop destination for premium Indian apparel) witnessed a doubling in demand, while the premium luggage category grew 55% year-on-year. According to the report, demand for Luxury selection saw an impressive 150% increase year-on-year.

In the premium range, brands such as Forever New, Calvin Klein Jeans, Trendyol and Gant emerged as customer favorites. According to a report by Bain & Company, the Indian luxury market could grow to 3.5 times its current size by 2030.

Traditional wear including monochromatic lehengas and metallic saris gained popularity alongside Bollywood-inspired looks, with ombre saris increasing in demand by as much as 12 times during the festive season.

The menswear market also experienced robust growth, driven by factors such as changing societal norms, greater fashion consciousness among men and a growing emphasis on individual expression. Myntra witnessed men experimenting with crochet shirts and bold graphic tees. The platform witnessed a three-fold increase in demand for oversized T-shirts and baggy loads. According to a Statista report, India’s menswear market sales will reach $31.10 billion by 2024 and the market is expected to experience an annual growth rate of 3.93% (CAGR 2024-2028).

As for colors, men opted for shades such as white, gray, teal and olive green, while female shoppers preferred pastel shades of beige, peach and lavender. However, classics, black and blue, continued to maintain their steadfast rule over various cohorts.

According to a report by Bain and Company, the number of online shoppers in India is estimated to increase to 400-450 million by 2027 and a third of online shoppers will belong to Generation Z. The race to attract the next generation of shoppers is on, with Myntra is actively investing in the Gen Z cohort with the launch of FWD.

Interestingly, Bengaluru emerged as Gen Z’s influence on fashion, with varsity jackets, bling dresses and oversized blazers capturing the imagination of this trendsetting cohort, according to Myntra’s report. When it comes to color choices, Generation Z preferences show a preference for bold and metallic shades, reflecting their influence on contemporary style.

The Indian beauty and personal care market is expected to reach $30 billion by 2027, accounting for around 5% of the global market, according to a report launched by Redseer Strategy Consultants along with Peak XV.

Myntra’s Trend Index report also revealed that the beauty and grooming landscape witnessed a surge in demand for science-backed skin care and meticulous hair care routines. According to the report, Maybelline Superstay Matte Ink stole hearts, with 75% of Myntra’s female shoppers already diving into the world of beauty products. Men’s grooming is also having a moment of its own, with acne and pimple care solutions, ingredient-based serums and hair removal sprays making their way onto carts.

Sharon Pais, Chief Business Officer, Myntra said: “The report’s findings strongly suggest that the country is moving towards premiumization and there is a clear increase in adoption of trends across all cohorts. When it comes to fashion, the country has become experimental in its choices, while also adopting self-care and personal care on a large scale.”

“These trends reflect India’s lifestyle choices and underscore our role as a catalyst in bringing the latest from the world of fashion and beauty to millions of our customers, through cutting-edge technology and differentiated service,” said Sharon Pais, Chief Business Officer, Myntra,” he added.