WithGSTat the forefront of ecommerce, marketplace profit strategies took the backseat for a while. But, online fashion portal,Myntrahas given profits centre stage again. It wantsto break evenduring the January-March quarter in 2018. For 2018 fiscal, Myntra expects 50% year-on-year growth. The etailer aimed to double sales to reachprofitability by March 2018at the start of the year.In April, it tried shifting from discounting to high fashion. But it appears to have a different focus now.
“We are also looking to grow our brands offline after the success of Roadster. While we might open a few more stores for Roadster, we will open a store for All About You in Mumbai and HRX in Delhi and Bengaluru, which is an athleisure brand,”saidthe CEO of Myntra and Jabong, Ananth Narayanan.
Addition of new brands
Besides promoting its brands offline, Myntra is also finalising deals with two additional brands for itsbrand accelerator programme. The online fashion portal is also trying to recreate franchise deals with brands like the one with Mango. With help from these brands the etailer will launch 256 new outlets by September.
“We are in discussion with two more brands, which will take a month or two to crystallise. With Mango, we will do an omni-channel experience, including returns and purchases. Such partnerships increase profitability for Myntra,”the company’s CEOspecified.
Over the past two months, Myntra’s parent companyFlipkartintroduced two private labels for its fashion segment under Rs.1000. But, Narayanan claimed that these will remain different from what Myntra is offering.
Hesaid,“This is dramatically different from our private labels and we look at Myntra and Jabong as fashion destinations.”
Profit focuses for Jabong
Destination for premium brands
“When we acquired Jabong in July 2016, the net promoter score (a metric which gauges customer satisfaction and ranges from -100 to 100) was in the teens to 20, they were degrowing at 16%. At present, the NPS at Jabong is at 46 and it is likely to grow by 30% this year,”Narayanansaid.
He put rumours to rest revealing that Myntra has no intention of shutting down Jabong in the near future. Myntra’s sister company,Jabong, will be positioned as an online luxury destination for premium brands,statedNarayanan.
“Jabong is perceived as a premium destination due to its long association with international brands,”hesaid.
Together, Myntra and Jabong have captured 55-60% of the online fashion market for Flipkart. Making the etailer’s fashion category the largest in ecommerce, according to RedSeer Consulting. Both fashion firm’s logistics and technology have also been integrated for the purpose of easing them into the profits zone, Narayanan pointed out.