Myntra has launched, FWD, an immersive fashion experience for Gen-Z, on its platform. As part of this offering, it has rolled out a series of unmatched features, delivering an app-in-app experience. It provides discovery of an assortment of over 65,000 styles and access to a mix of 500 global brands, catering to both men and women. 

Myntra expects to add 10 million Gen-Zers to its customer base over the next two years, adding to the around 8.6mn strong customer base from 2022. It will also look at scaling the offering to over 1 lakh styles on FWD by the end of the year. 

Starting the first week of the launch, the Myntra FWD offering will be highlighted via its position on the high-engagement bottom navigation bar on the Myntra app. This will help build resonance with customers enabling direct access to all things Gen-Z right from the get-go.  

The platform will also feature a Daily Drop Widget, providing daily intel on fresh styles as well as an automated flow of content and trends personalised to the shoppers’ tastes and preferences. Within the first few weeks of the launch, the digital native Gen-Zs will also be able to engage with a one-of-its-kind shoppable video content tailored for Gen-Z in the form of reels on the FWD homepage to make their purchase journey smoother and uber-fun.

Touching upon Myntra FWD, Nandita Sinha, CEO, Myntra, said, “With the launch of FWD, we are excited to cater to this fashion-first audience by creating a space where their fashion needs aren’t just understood but are proactively met. Myntra FWD is not just a fashion destination; it's a holistic lifestyle experience designed especially for Gen Z.”

To create relatable content for its consumer base, Myntra FWD will work with 500 popular creators like Radhika Seth, Sanket Mehta, Aditi Bhatia, and Manav Chhabra.