Festive shopping demand is giving fashion e-commerce platforms a boost beyond India's biggest cities, with Myntra's Big Fashion Festival recording nearly double the order volumes of regular business days for direct-to-consumer (D2C) brands, international labels and its Gen Z-focused fashion proposition FWD.
The festival, which concluded on Monday, also saw new customer additions from non-metro markets rise 74% over regular business days, while visits increased 25% compared with the previous edition, according to the company. The trends point to a wider consumer base participating in the festive shopping season, alongside continued demand for fashion, beauty and lifestyle products.
