Breaking the Blue Ocean Barriers: Using behavioural economics to drive customer acquisitions – A unique perspective!

Myntra Designs, an e-commerce store for fashion and lifestyle products, launched group workshops and online consumer diaries to gain consumer insights to help it promote its brand to offline shoppers in India.

Introduction: The blue ocean potential

Key metrics of the Indian fashion industry

The fashion market in India is a $70 Bn industry as per the Fashion Forward 2020 report by BCG & Facebook. Online is an important part of this industry which currently constitutes a share of approximately 5% or $3.5 Bn. With increasing internet penetration, this number is projected to touch $14 Bn by 2020 with more and more consumers moving online and increasing their share of online purchases, translating to roughly 12% share of the total fashion market.

Sizing the blue ocean potential

To understand this potential better,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands