Aashna S Poddar

2157-B

Myntra has achieved reasonable success in promoting private fashion labels (Roadster, HRX, Dressberry) on its online site and the offline foray is an extension of this attempt to promote the private labels while keeping the main focus on the online model.The offline model tries to bridge the gap 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. After opening individual label stores in TIER 1 cities, Myntra to come up with multi band store showcasing its private labels in TIER 2 cities. The concept of the store is to create a personalized experience for each shopper that walks into the store. The seamless integration of both the physical and online worlds.