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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM51714
Volume:
9 |
8 |
Aug 2025
Pages:
1-4
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Associate professor Department of MBA
KG Reddy College of Engineering and Technology, Moinabad.
Associate professor Department of MBA
KG Reddy College of Engineering and Technology, Moinabad.
Myntra, India's leading fashion e-commerce platform, faced a critical brand challenge: it was widely recognised primarily during its flagship End of Reason Sale (EORS) events [2], a biannual promotional property that has anchored the brand's sale-season visibility since 2014, but comparatively less visible to consumers during the rest of the year. This case study examines how Myntra could transform from a sale-season brand into a 365-day fashion authority through a multi-channel, content-led brand awareness strategy. The scenario modelled here projects a 68% increase in branded search volume, a 3.2x growth in organic traffic, and a meaningful reduction in customer acquisition cost within an 18-month window.
KEYWORDS
Myntra's potential transformation from a sale-season brand to a year-round fashion authority illustrates a broader principle: sustainable brand awareness is unlikely to be bought through short-term promotions alone. By investing in content, community, and creator partnerships — and committing to consistency over campaigns — a platform like Myntra can build the kind of deep consumer relationship that transcends discount cycles. If realised, the modelled outcomes in branded search, organic traffic, and reduced acquisition costs would validate a content-first brand strategy as not just a marketing choice, but a sound business investment.
[1] Myntra. (2020, April 16). Myntra Studio goes live with fashion and lifestyle content. Myntra Blog. https://blog.myntra.com/myntra-studio-goes-live-with-fashion-and-lifestyle-content/ [2] WareIQ. (2025, October 10). Myntra End of Reason Sale 2025: Inventory and logistics tips for sellers. https://wareiq.com/resources/blogs/myntra-end-of-reason-sale-inventory-strategies/ [3] MarkHub24. (2026, April 28). Myntra's End-of-Reason Sale campaign. https://www.markhub24.com/post/myntra-s-end-of-reason-sale-campaign [4] MarkHub24. (2026, March 22). Myntra Studio as influencer-led commerce innovation. https://www.markhub24.com/post/myntra-studio-as-influencer-led-commerce-innovation [5] Influencer Marketing Hub. Nano vs. micro-influencer marketing: What's the difference? https://influencermarketinghub.com/nano-vs-micro-influencer-marketing/ ; see also Sprout Social, How micro-influencer marketing drives real results, https://sproutsocial.com/insights/microinfluencer-marketing/
Publication Date
7/7/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
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