Latest news with #EndofReasonSale
Mint
21-06-2025
- Business
- Mint
Apparel retailers reset their summer calendar with early end-of-season sales as consumer spending cools
New Delhi: Apparel retailers that have advanced their summer sales this year in response to months of sluggish demand have stumbled upon some interesting insights. For one, evolving consumer behaviour has left them competing not just with other retailers but with entirely unrelated sectors. Retailers are also striving to be nimbler to keep shoppers engaged, and hoping that the government's moves to boost consumption revives demand by the festive season towards the end of the year. 'Several leading brands, including H&M, Marks & Spencer, and RBL, have already kicked off their sales from mid-June,' said Pushpa Bector, senior executive director and business head, DLF Retail, which operates malls in the Delhi-National Capital Region. 'This year, brands are responding with sharper pricing and a wider range of offers, making this a strong retail moment across categories.' In India, summer end-of-season sales usually commence during mid-to-late June and go on till end-July or even August. This year, however, several brands advanced their summer season sales by a week or two, with a focus on liquidating excess stock and adapting to a market where consumers are spending on experiences over discretionary purchases. 'This trend isn't limited to India—it reflects a broader global pattern,' said Nitin Chhabra, chief executive officer of Ace Turtle, which operates brands such as Lee and Wrangler in India and has advanced its summer sales by a week this year. 'Consumers worldwide are increasingly allocating a larger share of their spending towards travel and experiential activities, which has had a direct impact on discretionary retail categories like (apparel),' said Chhabra. 'The government's announcement of no income tax for individuals earning up to ₹ 12 lakhs, along with three interest rate cuts by the (Reserve Bank of India), is expected to boost disposable income and reinvigorate consumer spending—especially among India's growing middle class. We expect these positive measures to start yielding results and translate into increased sales by Diwali,' he added. Retail sales in April grew by a mere 4% from a year earlier, according to the Retailers Association of India's data released last month. Apparel sales grew 5%, while footwear sales were up 2%. Large offline retailers such as Aditya Birla Fashion and Retail Ltd have been calling out a challenging consumption environment, especially for discretionary categories, over the previous two-three quarters. Unlike traditional retail, online sales have become a constant through the year. Digital marketplaces and e-commerce platforms, including direct-to-consumer or online-first brands, prefer hosting sales across categories such as beauty, apparel, and electronics at different times during the year. Online fashion retailer Myntra, a subsidiary of Walmart-owned Flipkart, held its flagship 'End of Reason Sale' between 31 May and 12 June this year. Last year, Myntra similarly began its summer sale on 31 May but concluded it on 7 June. A Myntra spokesperson said orders during the retailer's latest flagship sales doubled over business-as-usual days, and that the sales saw a 1.3 time increase in new customers over last year's edition. Rival Ajio, owned by Reliance Retail Ltd, also hosted its 'Big Bold Sale' during the same period as Myntra this year. 'The discounting landscape has evolved considerably. With rising competition and more sale-led triggers across platforms, brands today are optimizing for longer sale windows to stay relevant,' said Sidhant Keshwani, founder and CEO of ethnic wear brand Libas, adding that online discounting has definitely influenced broader retail behaviours. Libas has already concluded its end-of-season summer sale and is gearing up for its 'Purple Day Sale', its flagship annual event, which is set to go live between late July and early August, followed closely by the launch of its autumn-winter collection. 'There are several contributing factors. With the festive season approaching earlier this year, we're seeing a clear shift in consumer purchase patterns—shoppers are starting earlier and shopping more mindfully,' Keshwani said. 'At our end, we've expanded our assortment significantly, both in terms of stock-keeping units and new categories, which has allowed us to tailor our discounting and marketing strategy more effectively,' he added. 'While promotional events continue to perform, what's been most encouraging is the 20-30% full-price sell-through we're seeing across key product lines,' he said. Sanjay Vakharia, co-founder and CEO of denim brand Spykar, said demand for apparel has been subdued so far this year, including because of the brief India-Pakistan conflict that kept people from shopping, particularly at malls, in some states. Despite that, Spykar, which began its summer season sale this week and will conclude it by 31 July, is focusing on driving margins and bringing fresher collections to its stores, said Vakharia. 'We are going to control and curtail the period of sales so we can get in more freshness, and offer merchandise to consumers at a full price and curb the habit of customers waiting for end-of-season sales,' he said. Nishank Joshi, chief marketing officer at Nexus Select Malls, which operates 19 malls in India, said brands are becoming smarter in response to greater competition. 'While the early monsoon may have had a small impact the larger story is that Indian retail is becoming sharper, more responsive, and more in tune with what customers want and when they want it,' Joshi said. 'This year is not just about shifting timelines for EOSS (end-of-summer sales), but it reflects a shift in how brands, retailers, and consumers think. Today, brands are more flexible and consumer-focused to stay relevant and competitive.'
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Business Standard
16-06-2025
- Business
- Business Standard
Myntra's End of Reason Sale sees 2X order spike, led by non-metros
E-commerce firm Myntra's 22nd End of Reason Sale (EORS), which ended on 12 June, saw orders double versus business-as-usual (BAU) levels and reported a 1.3-times rise in new customers over the previous edition. More than half the orders came from non-metro areas, highlighting growing demand beyond major cities. Featuring over 4 million styles from more than 10,000 brands, the event ranked among the season's largest fashion, beauty and lifestyle sales. 'We're grateful to the millions of shoppers from across the country, from metros to smaller towns, who made this a truly memorable event,' said Bharath Kumar, Head of Revenue and Growth, Myntra. Shoppers from Tier 2 and beyond played a crucial role in driving strong shopping sentiment, contributing nearly 60 per cent of the total orders placed. Cities such as Guwahati, Bhubaneswar, Jammu, Panipat, Jalandhar, Gorakhpur, Hisar, Mysore and Udaipur emerged as high-traction hubs, showcasing Myntra's growing reach in non-metros. Customers from these regions showed high demand for categories such as ethnic wear, wedding collections, beauty essentials and sportswear. There was also a strong uptick in demand for international brands in non-metros, with a four-times spike in customer demand for global beauty brands compared to usual days. Other categories recorded an average three-times growth. Myntra witnessed strong consumer demand across categories, with several segments reporting multi-fold growth over BAU. Categories such as men's casual wear, women's western wear and sports apparel saw an average 1.6× growth in demand. Wearables, in particular, witnessed a 17-times spike, showcasing strong traction for the category. With the ongoing travel season, trolley bags also saw high traction, recording a 2× growth in demand. The home furnishing category similarly witnessed two-times growth during this EORS. Myntra's Gen Z-focused proposition recorded an 18× growth over BAU during the event, indicating strong shopping sentiment from Gen Z consumers. With over 10,000 styles and more than 500 brands across fashion, beauty, accessories and home, the company's quick delivery service, M-Now, continued to be a customer favourite in Bengaluru. On the first day of EORS, M-Now saw a 4× spike in orders over BAU, highlighting the growing preference for speed in fashion deliveries. A popular proposition during this edition was the VIP Ticket. More than half a million customers purchased the VIP Ticket, gaining one-day early access to the event along with special VIP deals.
Fashion Network
14-06-2025
- Business
- Fashion Network
Myntra's End of Reason Sale witnesses growth in customers, orders
The 22nd edition of Myntra 's End of Reason Sale (EORS) reported a 2 times surge in orders over normal days while registering a 1.3 X growth in new customers over the last edition of EORS. Shoppers from Tier 2 and beyond played a crucial role in driving growth, contributing nearly 60 percent of the total orders placed. Cities like Guwahati, Bhubaneswar, Jammu, Panipat, Jalandhar, Gorakhpur, Hisar, Mysore, and Udaipur emerged as high-traction hubs, showcasing Myntra's growing reach in non-metros. Commenting on EORS, Bharath Kumar, head of revenue growth at Myntra in a statement said, 'The 22nd edition of EORS has been exceptional, underscoring Myntra's position as one of the leading enablers of fashion, beauty and lifestyle commerce in India. It reflects the love and trust our customers continue to place in us. We're grateful to the millions of shoppers from across the country, from metros to smaller towns, who made this a truly memorable event.' 'This EORS, which had a wide range of affordability options on credit, debit cards and UPI offers, brought joy through fashion, beauty, and lifestyle at an unmatched value, and we're delighted to see how deeply that resonates with our customers,' he added. This edition of EORS featured over 4 million styles from over 10,000 brands making it season's biggest fashion, beauty, and lifestyle shopping events.
India.com
12-06-2025
- Business
- India.com
Hands Down the Best: Must-Have Hand Creams at Myntra's End of Reason Sale
Our hands work hard every day—whether it's typing, washing, or braving the weather—so they definitely deserve some extra care. Constant exposure to water, sanitizers, and environmental stress can leave them feeling dry, rough, or just plain tired. That's where a nourishing hand cream comes in, offering the moisture and comfort your skin craves. Whether you prefer a light, fast-absorbing formula or something rich and deeply hydrating, there's something for everyone. And now, with Myntra's End of Reason Sale (May 31–June 12), you can treat your hands to the care they deserve without stretching your budget. THE BODY SHOP British Rose Petal-Soft Hand Cream Image source: Order Now The Body Shop British's Rose Petal-Soft Hand Cream offers a lightweight formula that hydrates hands while leaving a subtle floral scent. Infused with the essence of hand-picked British roses, it provides a gentle moisture boost without feeling greasy. Ideal for on-the-go care, it's a soft touch of freshness in a tube. Key Features: Light floral scent Suitable for combination skin Dermatologically tested Targets dryness Convenient, travel-friendly size Can Be Pricey for Small Quantity Plum BodyLovin' Caramel Popcorn Hand Cream Image source: Order Now Plum BodyLovin' Caramel Popcorn Hand Cream brings a unique scent experience, combining skincare with a sweet, snack-inspired fragrance. Designed for daily use,, this vegan-friendly cream offers a lightweight formula that aims to moisturise without leaving a greasy feel. Suitable for combination skin, it blends shea butter and other ingredients to provide hydration support. Key Features Fragrance inspired by caramel popcorn Cream-based formulation Suitable for combination skin types Vegan and cruelty-free Strong caramel scent may not appeal to everyone ILEM JAPAN Rich Hand Cream With Avocado Oil Image source: Order Now ILEM Japan's Rich Hand Cream With Avocado Oil is designed to deliver everyday nourishment while addressing dullness. Infused with avocado oil, it aims to brighten and soften normal skin through a creamy, moisturising formula. Made for regular use and cruelty-free preferences, it's a compact option for daily skincare. Key Features Cream formulation enriched with avocado oil Targets dullness and aims to brighten skin Suitable for normal skin types Cruelty-free and ethically made Ideal for regular, everyday use May not suit users sensitive to scented products The Love Co Japanese Cherry Blossom Hand Cream Image source: Order Now Japanese Cherry Blossom Hand Cream is crafted to offer everyday moisturising care, especially for dry skin. With shea butter as a key ingredient, it helps provide basic hydration in a gentle and is alcohol-free. Its floral-inspired scent adds a sensory touch to routine hand care. Key Features Cream formulation with shea butter Alcohol-free for sensitive skin use Tailored for dry skin types Designed for daily moisturising Lightweight and floral-scented Not Always Fast-Absorbing So whether you're looking to fix dry hands or just want something that feels good and smells nice, a hand cream is a small step that goes a long way. With great deals during Myntra's End of Reason Sale (May 31–June 12), now's a smart time to stock up and show your hands a little love they deserve. Disclaimer: At IDPL, we help you stay up-to-date with the latest trends and products. It should not be construed as an endorsement to buy. IDPL may make a very small commission from its sale if one chooses to buy the product from any of the links in this article.
India.com
12-06-2025
- Lifestyle
- India.com
Shop Hair Bands at Myntra End of Reason Sale (31st May–12th June)
Hair bands are essential accessories that help you style, secure, and accessorize with ease. Whether you're heading to the gym, school, or brunch, there's a perfect band to match your outfit and function. Shop during the Myntra End of Reason Sale from 31st May to 12th June for everything from stretchy sporty bands to decorative embellished ones. Comfort meets flair with these versatile picks. Upgrade your accessory game with cute and practical hair bands from Myntra's End of Reason Sale (31st May–12th June). Available in various materials and colors, they help you keep hair in place while enhancing your style. Whether you prefer subtle neutrals or bold patterns, these bands are gentle on hair and tough on tangles. Disclaimer: At IDPL, we help you stay up-to-date with the latest trends and products. It should not be construed as an endorsement to buy. IDPL may make a very small commission from its sale if one chooses to buy the product from any of the links in this article.
