Myntra, a dominant player in India’s e-commerce sector, is taking a quantum leap in digital innovation by unveiling a virtual fashion influencer named Maya. Maya, an avant-garde fashion muse, is designed to create a more intimate rapport with Myntra’s burgeoning Gen Z consumer base.
This groundbreaking initiative by Myntra seeks to augment the consumer journey from start to finish by assimilating Maya into the brand’s esteemed Style Squad, a select assembly of fashionable content creators. Maya’s purpose will be to embody Fashion Forward (FWD), Myntra’s unique shopping experience, which is designed to meet the perpetually transforming needs of Gen Z patrons.
Gen Z has always shown a keen interest in digital avatars and are fond of immersive technologies such as virtual reality and immersive gaming. By tapping into this inclination, Myntra’s introduction of Maya aims to unlock the complete potential of their virtual cosmos, thereby consolidating the brand’s recall value with the future generation.
Maya’s debut will be as a ‘style hacker’ for Myntra’s End of Reason Sale (EORS). As the 18th edition of Myntra’s biannual fashion festivity kicks off, Maya’s curated wish list will offer audiences an exclusive peek into the event, with her top picks and latest FWD trends shared via her Instagram handle.
Also Read: Stepping into the Future of Fashion: Myntra’s FWD Targets Gen-Z with Trendy Styles and Unique Shopping Experience
As Myntra’s inaugural virtual fashion influencer, Maya transcends both physical and geographical boundaries, offering an unbounded level of flexibility and adaptability. Maya, a citizen of the virtual universe, enables Myntra to wield complete creative reign over their campaigns, producing a stream of enthralling content ranging from static visuals to videos.
Sunder Balasubramanian, the chief marketing officer of Myntra, believes that Maya, with her distinctive fashion acumen and trend-setting aptitude, is all set to mesmerize and motivate their fashion-forward shoppers. Maya personifies Myntra’s core values, bridging fashion and technology, and advocating inclusivity and empowerment.
Maya is primed to become the ultimate ‘style hacker,’ setting new standards in the fashion world with her on-point and experimental fashion style, aiming to win over the hearts of fashion enthusiasts across the nation.
All information is based on reports by the fibre2fashion website.