Content for the fashion runway

INSIDE MYNTRA'S LATEST MOVE TO WOO CONSUMERS

- CHRISTINA MONIZ

FASHION E-COMMERCE BRAND Myntra recently announced its collaboration with rapper and singer Badshah for his latest music video, Jordan. This is no ordinary music video, simply because it allows consumers to purchase the apparel and looks showcased in it in real time.

Myntra, which has always been big on content, has now launched its new entertainment and fashion content hub, Glamstream, which will be hosted on the app.

Badshah is one of 100-odd celebrities that the brand has partnered with to churn out over 500 hours of snackable content on Glamstream that allows users to purchase seamlessly while they view.

Noting that social media has changed the way consumers shop, Sunder Balasubramanian, CMO, Myntra, says a lot of inspiration for fashion and beauty purchases come from social media. "Historically, consumer journeys in this segment have been catalogue-based but over the last few years it has moved to content-based shopping," he says.