yL09PkUFkP - Insight Innovation - Imagine it. See it....
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Priyanka Bhargav Associate Director/ Head – Consumer Research & Insights / Corporate Communications Myntra & Jabong India’s Largest Online Fashion Platform
Transcript of yL09PkUFkP - Insight Innovation - Imagine it. See it....
Priyanka BhargavAssociate Director/ Head – Consumer Research & Insights / Corporate Communications
Myntra & Jabong
India’s Largest Online Fashion Platform
Rapid: Intelligent Fast Fashion
Velocity of Fashion – Redefined
1.2Bn
310Mn
450Mn
200Mn 300+
50%
Landscape in India
Current State of FashionLong lead times, uncertain customer trends
SourcesMagazines, blogs,
social media, sales data
Image analysis
Text analysis
Trend ranking
Taxonomy
Fashion glossary
Trends Now
Skinny Jeans
Off-the-shoulder top
Bohemian Dresses
Myntra’s
AI PlatformAbility to perform tasks, normally requiring human intelligence
Crop top
Raglan sleeve
Varsity
Raglan sleeve
Varsity
Crop top
Long sleeve
Contrast sleeve
Myntra AI
Platform
Machine Generated Design
Myntra AI
Platform
Design
Iteration #20
Machine Generated Design
Myntra AI
Platform
Design
Iteration #100
Machine Generated Design
Myntra AI
Platform
Design
Iteration #300
Machine Generated Design
Myntra AI
Platform
Design
Iterations
Machine Generated Design
Machine
Curation
Myntra AI
Platform
Design
Iterations
Top-seller
probability~70%
Machine Generated Design
Machine
Curation
The big question was: Who is the TG?
Segmentation with a twist!
What did we do?
Segmentation with a twist!
•Stable, do not fluctuate with time*
•Based on individual customer attributes
•Map Offers, Categories, Brands, media
•Helps customize conversations
Customer-SegmentsAttribute BasedMicro-Segments
Behavior Based
•Zapr – a passive TV panel
•With the help of a microphone and
permission to capture voice (via apps in
phone), Zapr captures what you watch
and when you watch on TV (if the
cellphone is in premise of TV)
Passive TV Viewing Panel based external data aggregation
Social persona enrichment Social media accounts based external data aggregation
• Given the gradation of each of segments on content consumption, a social
personality layer is getting added to the segments which tells
• Social lingo differences between key segments
• What kind of content has been engaged more by which segment?
• Celeb influence higher for which of the segments?
• ‘Influencers spotting’ amongst consumers who engage digitally (organically) and
make them the brand ambassadors of Myntra
• This will help to make digital spends much more concentrated and effective
Twitter personality based segmentation enrichmentSocial media accounts based external data aggregation
We found our TG!
Value seekers
Brand & Value seeker
Trend & Value seeker
Trend forward
Trend, Brand forward & premium
Fashion Need states
• Urban trailblazer male
• Urban trailblazer female
• Blackberry boys
• Girlboss
• Wake up Sid
• Dressberry girl
• Fashionable homemaker
• Service professionals• Urban value seeker male
• Urban value seeker female
• Aspirational homemaker
• Laggards Men
• Laggards Women
• Laggards girls
• Laggards boys
Lets meet our TG
•22 Y early jobbers or students, living with parents
•Affluence: Low to Mid
•Media Consumption: Heavy TV viewership in the evening. Hindi channels viewership along with English movies, sports
etc.
•He is a digital enthusiast – Whatsapp, Facebook, Youtube, Twitter, Instagram and exploring new upcoming apps: Vine,
Wattpad, Oovoo, Whisper, Yellow, Omegle. These are heavy app users.
•Heavy influence of celebrities
•Purchase mass / fast fashion brands
•Substantial SOW with Online for C2 counterpart. Offline, he likes to shop from Reliance Trends and Big Bazaar etc. For
C3 counterpart buys from Reliance trends & Big bazaar & standalone stores whenever on discount
•Wardrobe: He is casually dressed up in jeans, T shirts, shorts, cargo, loafers, floaters.
•Online shopping: Started with Amazon, FK bought books, electronics and stayed with the player owing to comfort with
the platform and no visible dissatisfaction. No compelling reason to check out any other e-tailer.
•He is a trend seeker/ fast fashion guy – searching for best bang for his buck!
•To acquire this customer:
•EORS – best of brands at best possible discounts
•MFB (Moda Rapido) – Best style and trends at affordable prices
•Looks for ‘trends’ – Celeb led trends should be pushed and ‘shop the look’
•Weekend sales/ any sales events will attract this segment
Wake up Sid
~10 Mn
(In metro + tier 1)
Rapid Impact
<30 days
Concept to go-live
(1/5th of industry avg.)
3x
Sell Through
(vs. Myntra avg.)
2x
Gross Margins
(vs. Myntra avg.)
$10M in revenue | 200% Growth YoY I EBITDA positive
Moda Rapido: Intelligent Fast Fashion Brand
