MYNTRA TARGETS $1 BILLION GMV IN FY 2016-17
Myntra
clocks $800 million in annualized average GMV in January 2016
Myntra, India's leading platform for
fashion brands and pioneer in m-commerce play, has clocked $800 million in
annualized GMV in January 2016, taking it closer to the target of reaching $1
billion GMV byFY 2016-2017. Sales volumes for the month were propelled by growth
of Myntra Fashion Brands, increased contribution of international brands including
new marquee brands such as M&S, Forever 21, high growth in womenswear
category and a hugely successful End of Reason sale. Also, discounts have
dropped by 6% and supply chain cost reduced by 5% in the last quarter.
According
to Ananth
Narayanan, CEO, Myntra, “January has been the biggest
month ever for Myntra. I am happy to share that we have achieved an annualized
GMV of $800 million. Our focus for the year will be to attain positive gross
profit while maintaining scale during the year. We plan to build on the
momentum in the first month to touch $1 billion GMV by FY2016-17.”
BUSINESS PERFORMANCE IN
2015
In 2015, three key strategies were
adopted which has helped the company to clock growth of 70 % YoY. First,
there was a focus on brand mix that appealed to the price conscious as well as the
fashion & brand conscious. Second, the company worked towards greater
efficiencies arising out of increasing scale and better management of business
processes. Finally, better cost management through a series of rationalization
measures have ensured better bang for the buck, be it in marketing or
infrastructure.
PERFORMANCE OF BRANDS & CATEGORIES
The focus
for 2015 was on building a large portfolio of domestic and international
brands. “Online fashion consumers are
largely brand seeking. Brands will grow and define future of fashion. We expect the branded fashion market
to grow twice as fast as the
overall fashion market in the next 5 years. We now plan to be profitable at
scale in FY 2016-17, with consistently high growth rates,” says Prasad
Kompalli, Head – eCommerce Platform, Myntra.
By the end of December 2015, there
were over 2000brands on the Myntra platform, of which 800 new brands had been
on-boarded in 2015. The top brands for the year were Roadster, Puma, Nike,
Vero Moda & UCB.
The year also saw a growth in Myntra
Fashion Brands, led by Roadster, whichbecame the highest performing brand on
the platform. Roadster aims to clock
Rs. 400 crore in 2015-16 &become a $100-million or Rs 650-crore brand by end
of 2016.The in-house brands saw an increase in contribution in overall revenue
to 20% in 2015. The focus area for FY 2016 is to increase contribution of
in-house brands to ~25%.
Currently, on Myntra there are more than
30 international brands on the platform, including Scotch &Soda, Harley
Davidson, Ferrari, Desigual, Forever 21,The North Face, Timberland and Marks
& Spencer out of which 25 were added in 2015 alone.
The overall contribution by December
end was 5%, which will increase to 15% by FY 2017. The leading international
brands were Forever 21, Mango, Antony Morato, Scotch & Soda and M&S.
WOMENSWEAR
Among categories, the womenswear category grew by 73% in 2015.In January 2015,
Myntra had a total of 995 womenswear brands and 90,000 styles catering to the
women consumer. A year later, in Jan 2016, Myntra has approximately 1250 womenswear
brands and 141,000styles. This represents a 25% increase in brands, and a 55% increase
in the womenswear catalog. In the women's category, Western wear has been the
top performing category which was followed by lingerie.
Some of the key brand launches in the past one year include All About You
(MFB), Guess, Label by Ritu Kumar, Chumbak, Emporio Armani innerwear, Calvin
Klein innerwear, ALDO, Nine West, Accessorize, FURLA and Kenneth Cole.
MENSWEAR
Menswear
brands on the platform went up from 263 brands in 2014 to 419 brands by the end
of 2015 and the category grew overall by 70%. Shirts, Jeans/Denims and
Winterwear were the top 3 menswear products.
In
the menswear category, the top performing market brands were UCB, Jack &
Jones, Wrangler, US Polo Assn and Levi’s. Among the in-house brands, Roadster
and Mast & Harbour were the top performers. Wrogn, which was launched in February
last year, is among the top 10 brands in this category.
SPORTSWEAR
The
category saw the addition of Adidas NEO, Timberland, The North Face, Columbia
Sportswear- ExclusiveReal Madrid, Barcelona, DC, among others. For the
category, the top 5 brands were Nike, Puma, adidas, Reebok, Fila and Vans. In
the sports category, products for running , training &fitness (especially those for women engaged in dance,
yoga, aerobics and zumba etc.) continues to do well.Sporty lifestyle footwear
and winterwear are also doing well.New categories like outdoor, skateboarding
and basketball are picking up faster than other categories.
