focuses on tier-2 and tier-3 cities to expand its reach reaches out to customers in Chandigarh & Lucknow through hoardings and print advertisements

e4m by exchange4media Staff
Updated: Feb 8, 2012 11:24 AM focuses on tier-2 and tier-3 cities to expand its reach, India’s largest online fashion store has launched a marketing campaign with specific focus on tier-2 cities in a bid to encourage people to shop online and reach out to these budding markets.

Leading international and national brands have limited presence in tier-2 and tier-3 cities and consumers in these cities are unable to access the latest fashion and lifestyle products. With over 200 brands available online, is in a position to satisfy this demand.

Myntra with the help of its outdoor partner Portland India Outdoor Advertising is reaching out to markets like Chandigarh, Lucknow and Pune during the campaign period. Outdoor mediums like hoardings, malls, AC buses along with print ads are being used to spread awareness on the ease of shopping online while promoting the Myntra brand.

Statistics reveal that tier 2 cities in India are contributing close to 50 per cent of Myntra’s overall sales volumes. Cities like Chandigarh, Jaipur, Lucknow and Kochi are witnessing strong growth. Customers in these cities have purchasing power and brand aspirations but do not have physical access to the latest products.

Speaking about the campaign, Ashutosh Lawania, Co-Founder and Head of Sales, said, “We are seeing tremendous growth in the online shoppers coming from tier-2 cities. Consumers want access to top brands and wear the latest fashion. Myntra being the largest online fashion store is committed to bridge this gap. We expect demand to double in the next 5 – 6 months due to our every growing catalogue and choice of popular international and national brands”.

Amit Sarkar, National Director, Kinetic Worldwide India said, “The objective was to create awareness for where you can actually buy the latest & top fashion brands you aspire to be in & may not find them retailing in the cities you live. We used a mix of out of home media formats suitable to each city’s landscape, while looking keenly at right placements for exposure to the desired TG”.

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