Myntra, a fashion portal backed by Flipkart, announced the launch of FWD, an in-platform experience tailored for Gen-Z shoppers that offers additional brands and curated styles.

What Happened? The company aims to add 10 million Gen-Z customers in the next two years, building on its existing base of 8.6 million Gen-Z customers in 2022. Gen-Zs, those born between 1997 and 2013, have around $360 billion (₹29,46,938.81 crore) in estimated global purchasing power, with 20% residing in India.

Myntra’s FWD, as the company says, will target the Gen-Z demographic with brands such as H&M, Trendyol, bebe, Tokyo Talkies, Sassafras, Hersheinbox, Street 9, Athena, Bonkers Corner, and Boohoo.

The app will feature direct access to Myntra FWD, simplified trend-spotting-to-shopping, photo search, and daily drops. To boost engagement, the platform will work with over 500 creators such as Radhika Seth, Sanket Mehta, Aditi Bhatia, and Manav Chhabra, among others, and partner with Bollywood photographer and content creator Viral Bhayani.

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According to Nandita Sinha, the CEO of Myntra, Gen-Z is a crucial cohort that the company is interested in as they have an individualistic sense of style, diverse points of view, and core values that reflect in their unique fashion choices. They are steadily impacting the way fashion is being consumed globally.

Starting the first week of launch, Myntra FWD will be highlighted via its unmissable position on the high-engagement bottom navigation bar on the Myntra app, which will enable customers to have direct access to all things Gen-Z right from the start.

Shoppable video content in the form of reels will be available on the FWD homepage for the digital native Gen-Z audience within the first few weeks of the launch.

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