DELHI SCHOOL OF MANAGEMENT,

DELHI TECHNOLOGICAL UNIVERSITY

MARKETING MANAGEMENT
INNOVATIVE PROJECT

Myntra fashion Super Star Season : New approach

to engage customer

CUSTOMER ENGAGEMENT

Customer engagement is the act of communicating with customers across various channels in
order to develop your relationship. This process begins with the initial interaction and
continues past the point of sale for many firms. Customers can be contacted through social
media, email, websites, community forums, or any other medium in which they communicate
or consume content.
Customer engagement is to provide customers with something of value in addition to your
products and services. Customers are initially lured to high-quality products, but it is relevant
content that keeps them bouncing back. Customer engagement marketing is a tactic used by
marketers to accomplish this.
CUSTOMER ENGAGEMENT MARKETING

Customer engagement marketing is a marketing technique that sends customers messages

that are timely, relevant, and personalised. The feature of personalisation distinguishes it
from other marketing strategies. Customers will feel like active members of your brand's
community if the content is relevant.

INTRODUCTION TO MYNTRA FASHION SUPERSTAR SEASON

Myntra Fashion Superstar is a one-of-a-kind reality show that allows fashion influencers to
show off their unique skills. While the initiative aims to highlight the influencer community,
it also exemplifies Myntra's unique technology-driven approach to improving customer
experience and customer engagement on its platform.
The concept offers fashion fans who have a penchant for developing style-related content and
showcasing their distinct personalities through digital and social-first content a once-in-a-
lifetime opportunity. To demonstrate their love of fashion and social media, contestants will
compete in a variety of fashion styling and digital content creation tasks. A star-studded jury
from the worlds of Bollywood, television, and fashion, including Bollywood starlet Sonakshi
Sinha and acclaimed celebrity stylist Shaleena Nathani, would also mentor and judge them.
Myntra hopes to capitalise on the strong relationship between fashion and social media by
establishing a one-of-a-kind property that sits in the centre of the two.

REASONS BEHIND THIS INITIATIVE

The fashion industry, as a whole, is primarily reliant on content, particularly visual content.
It's critical to stay on top of new trends, ideas, and conceptions from around the world if you
want to engage with a constantly changing audience. While content is vital in building a
relationship between a company and its audience, influencers are also an important
component of the ecosystem who have helped shape people's perceptions of fashion. As a
result, Myntra Fashion Superstar was created to bring the influencer community to the
forefront and urge them to think beyond the box and contribute to the cause of fashion in
general.
This growth is fueled by factors such as customers' growing fondness for influencers and the
resulting increase in brands' engagement with creators' economies. This has a significant
impact on how brands previously interacted with ambassadors and influencers. Moving away
from one-off brand deals, brands are instead collaborating with influencers to develop IPs and
shows that are consistent with their image.

HOW MYNTRA IS GETTING BENEFITTED?

Today, content and influencers are crucial for engaging an ever-changing fashion audience,
and Myntra, as a new-age business, is intent on capitalising on this. The show's viewers will
see the contestants do a variety of fashion-related tasks and activities, including as styling,
creating content, communicating with the audience, and obtaining their approval, among
other things. This not only helps students comprehend the complexities of being a fashion
winner, but it also motivates them to elevate their own fashion bar.
The show is now in its third stage . it had featured alomost every famous celebrity from the
fashion world as well as from bollywood. The influencers who participated in the show are
quite popular too on the social media platforms , mainly instagram.
From Sonakshi Sinha in the first season, Manish Malhotra , Sushmita Sen and Mallika Dua in
the second season as the panelist , Myntra has achieved its goal to reach each and every
aspect of the content and media followers. There is no exaggeration in saying that where
these celebrities go, they take their followers and fans with them and that place here is the
Myntra website.
Myntra is not only getting more customer engagement but also more brands are willing to get
associated with Myntra as this reality show is a powerful enabler for Brands. For brands,
Myntra's social commerce offering ensures that well-known influencers and experts assist in
forging deeper connections with one of the largest communities of fashion-forward
customers. This allows them to demonstrate features and other characteristics in real time and
on demand, while also increasing brand awareness in an otherwise busy area. This increases
their ability to drive sales through trends and quality rather than just price. Additionally,
marketers have a once-in-a-lifetime opportunity to connect with influential influencers on a
commerce platform who will help them drive the conversation.
It may also work as a catalyst for increased traffic and engagement on the platform, resulting
in increased customer visits, increased demand, and a more appealing destination for newer,
younger audiences, as well as improved ROI.

A NEW APPROACH

With new digital-first content providers developing across geographies, India's influencer
network has begun to significantly scale up. Myntra's foray into Social Commerce is set to
create a new ecosystem for consumer-influencer engagement by providing the necessary turf
for hundreds of talented influencers to engage with and acquire new followers under one
roof, broadening their horizon of value creation and also building significant monetisation
opportunities for themselves by partaking in sales outcomes and creating measurable business
impact. Furthermore, using M-Live, Myntra will begin by supporting several simultaneous
live streams and gradually scale up, with the goal of producing up to 1000 hours of live
content every month in the near future. Influencers on Myntra will also have the opportunity
to collaborate with leading Indian and international lifestyle brands. It will catalyse the birth
of a new breed of creators who will become the confident sellers.
M-Live was also built in-house, with Myntra's product-technology team developing from the
ground up, thanks to Myntra Studio's reputation as a forerunner in creative content-led
commerce. This enables for improved customisation and planning for the future, as well as
the ability to scale the offering at will, while also creating and launching new innovative
features to meet the customers' ever-changing needs. All of Myntra's in-app content-led
commerce activities will be managed by Myntra Studio.

CONCLUSION

• At first Myntra fashion Superstar might look like a new approach to customer
engagement but in today’s world every brand is using audio visual content in order to
engage more customers. Infact, Amazon has made a big name among OTT platforms
which has also helped in more customers reaching to Amazon for online shopping.
• This initiative by Myntra is helping not only its brand but the fashion community as
whole.
• Myntra is eyeing a much bigger target apart from a reality show. It is bringing
together a whole community of fashion industry and trying to make its platform a E-
HUB for the Fashion Juggernauts.
• Today, most fashion related brands are preferring promoting their products by
featuring their products using instagram influencers. Influncers marketing is growing
day by day and audience connect more to these inluencers than a T.V. commercial
and Myntra has been able to make a stand in this market through this initiative.
• Myntra is focussing on its OTT presence through M-Live just like Amazon to capture
new customers and keep them engaged.
• The fashion related shows also make Myntra an exclusive E-tailer offerring designer
wear and also acting as a platform to launch new designers and connecting them to
the potential customers.
• This way Myntra can provide a never ending cycle of buyers and sellers and can keep
their platform engaged for a perpetual period.
• Thus, it can be said that it is a neo-smart approach to engage customers for a long run.

SUBMITTED BY-
YASH SAINI (2K21/DMBA/145)