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Looksmaxxing blurs line between essential and discretionary for GenZ shoppers - Myntra Head

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Looksmaxxing blurs line between essential and discretionary for GenZ shoppers - Myntra Head

Looksmaxxing blurs line between essential and discretionary for GenZ shoppers - Myntra Head

Myntra is seeing over 30% growth in orders and customers this year as Gen Z accounts for half its customer base. Business head Sharon Pais says fashion spending is becoming essential for young consumers, while festive average order values rose 10–12%. The platform is gaining traction with direct-to-consumer brands and expanding rapid delivery through M Now and a new store-linked pilot.

Mumbai: For Gen Z, fashion is becoming an essential rather than a discretionary expense, according to Myntra business head Sharon Pais, as the Flipkart-owned fashion platform sees more than 30% growth in orders and customers this year. “Looksmaxxing is an essential part of their item,” Pais told ET. “I don’t think it is as discretionary anymore because it is the way they show up, the way they live their life socially. I think the lines are blurring.” Gen Z now accounts for half of Myntra’s customer base, up from about a quarter a few years ago, helping drive what Pais described as unprecedented momentum since April. The company has yet to see inflation weigh on demand, she said, even as rising prices threaten household budgets. Advt

“We are assessing the situation, but so far nothing to indicate such on the platform,” Pais said. ” Myntra’s average order value rose 10–12% during the festive period, while the increase for the year so far was around 7–8%, she said. Pais attributed the trend to consumers upgrading to premium products, particularly for special occasions, as well as greater experimentation in beauty.


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