Team Name: Haute Couture

College: IIM Kozhikode

Team Members
Aarathi Makkada
Aman Gupta
Ambrish Chaudhary
 Introduction Stylized Wardrobe Comparison Feature Style Customization 3D Trial Room Shopping Assistant

India: e-commerce revenue forecast from 2017 to 2023 (billion USD) Preferred online apparel platforms across India as of May 2019
80 80.57%
62.3 75.56%
56.7

respondents
60 49.4 Source: Statista

Share of
Source: Statista 40.8
32.3 41.93%
40 25.3
20.5 27.42%
20.15%
20 8.11% 8.01% 6.4%
0
2017 2018 2019 2020 2021 2022 2023 Amazon Flipkart Myntra Snapdeal Jabong Limeroad Other Naaptol

Current obstacles
and limitations for
Myntra customers Size issues Selecting the right item Specific Style Preference Finding the right item Hassle in online shopping

“Being a Tier II/III citizen, “I feel going to an offline

“I feel apprehensive in buying
fashion products online as I
Consumer Insights am not sure whether it will
fit me or not“
Virtual 3D trial room that
Our
helps to know the right size
recommendations
and look
“I can not compare
I prefer my local tailor as
products simultaneously
which I can in offline
s/he can customize as per
my needs in minimum
stores”
cost”
Customize style before
Comparison feature that
buying to help consumers
help compare multiple
modify apparel as per
items together
their need(s)
“I am not able to find item(s)
which would complement my
existing item(s). Salesmen at
offline stores does that for me”
Stylized Wardrobe helps users
to find items that
complements the items they
own and choose what to wear
for different occasions
store offers me a
personalized and hassle-
free experience as
compared to online stores
Virtual shopping assistant
Facilitate purchase flow by
helping users to choose
and ease the buying
process

Key Problem(s) Acquisition &

Acquisition & Retention Conversion Engagement & Conversion Acquisition & Conversion
addressed Engagement

Impact: Very High Impact: High Impact: High Impact: High Impact: High
Impact-Effort Ratio Effort: High Effort: Very Low Effort: High Effort: Low Effort: High
 Introduction Stylized Wardrobe Comparison Feature Style Customization 3D Trial Room Shopping Assistant

Concept Note
• Introduction of a virtual closet where
users add the products they own
• Users would have access to 3 closets
– Casual wear, Formal Wear and Party
Wear
• Closet would be divided in to 4 parts –
Top Wear, Bottom Wear, Footwear and
Accessories
Key Issues Addressed Expected Outcomes Impact on our KPIs
• Inability to find product(s) which • Increased consumption for fashion
1) Acquisition
complements the product(s) currently products in order to keep wardrobe
owned fresh for different occasions
2) Conversion
• Render confidence to users in making
• Lack of personalization on Myntra their purchases
3) Engagement
which users typically get in shopping • Reduced returns as users would be able
through offline channels to find the right product more
4) Retention
efficiently

Implementation of the Idea Further Development

Targeted Search An attempt to solve

Introduction of a new tab
“My Wardrobe”
Casual, Formal and Party
Option to users to search for a product
that complements their existing portfolio
Ex: Search for a T-shirt that would look
good with my blue jeans or Search for an
earrings that would look good with my
Suit
Virtual Sales Pitch
Pitching a product that user is
browsing by leveraging the wardrobe
Ex: While browsing a Roadster T-shirt, I
Option to add/remove am able to see that it would look good
items in your closets – with 10 of my wardrobe items in the
complementary categories
These shirts would look
good with your blue jeans
“ Great Choice. It matches
with 12 items in your
wardrobe. Buy it Now “
the dilemma of What
to Wear with Myntra
Wardrobe Feature
➢ Integration of your Virtual Closet with your
smartphone calendar
➢ Plan what you would wear for work
meetings, parties etc. to avoid the last
minute rush
➢ Going for vacation and too many things to
do on last day or ending up overpacking for
your getaway - Leverage your virtual closet
and choose your outfits for your travel
itinerary
 Introduction Stylized Wardrobe Comparison Feature Style Customization 3D Trial Room Shopping Assistant
Video
Why we propose this feature Illustration

Consumers get confused between various products

especially in fashion category. In such a case, an inability
to pick their favourite may result in being unsatisfied and
they may abandon the purchase.

Today, it is cumbersome to compare between products.

Users need to switch tabs/take screenshots to compare
across products.

Concept note Feature description

Introduction of a comparison feature which lets the user Brand : ONLY Brand : Roadster
compare between their favourite choices. Price : Rs. 3599 Price : Rs. 3999 This feature creates 3D avatars of the user/multi-angle
Ratings : 4.2 stars Ratings : 4.5 stars views in the chosen outfits.
This can be considered the virtual equivalent of trying on Delivery : 3 days Delivery : 2 days
Material and Care : Material and Care : It also provides a comparative view of other purchase
different attires in retail stores and comparing them in the Pure Cotton,Machine Cotton blend, Hand relevant details such as brand, price, ratings, estimated
mirror. Wash Wash delivery period, material & care, and access to images
Look : Trendy Casuals Look : Trendy Casuals uploaded by customers who purchased it earlier.
This feature will give Myntra a competitive advantage as 550 people bought 790 people bought
this and 100 are this and 252 are Compelling messages such as people who’ve bought it,
no other fashion app has this feature. or the stocks information can trigger their purchase
looking at it looking at it
currently currently process.
Expected outcome Customer reviews Customer reviews
and Images and Images Impact on our KPIs
Users more likely to make a purchase as we boil down the Hurry, Only 10 left! Hurry, Only 3 left!
options and bring them clarity in choice. 1) Acquisition
BUY NOW BUY NOW 2) Conversion
Lower chances of return as the user would consider this 3) Engagement
as a thought-out purchase decision. 4) Retention
 Introduction Stylized Wardrobe Comparison Feature Style Customization 3D Trial Room Shopping Assistant

Why we propose this feature Impact on our KPIs

Consumers feel that the standard shapes
available online don’t flatter their bodies.
There’s constant need to alter clothes post-
purchase.
Hence they prefer shopping from retail
stores after trial, it saves them time and
they’re more satisfied with their appearance.
Features description
Users will be allowed to pick from a drop-
down menu with neckline, sleeve length and
length options.
The standard image should change according
to their choices.
Fixed extra charges and delivery period
extension will be communicated to them.
Demonstration
In this video, notice how user’s choices
change the image.
Concept Note
Introduction of a unique feature which
lets the consumer customise their
apparel of choice.
User will be allowed to choose
neckline, length and sleeve length at a
fixed extra charge.
This can be done on Myntra’s private
labels.
1) Acquisition
2) Conversion
3) Engagement
4) Retention
Expected outcome
Acquire more users, especially from tier 2&3 cities,
on to Myntra platform as this will be a unique and
highly sought after feature.
Video Illustration
More confidence in their chosen style and
appearance thus higher satisfaction levels.
Avoids post-purchase time and effort for the
consumers
Users will feel more in control of the purchasing
decision hence more loyalty.
Implementation plan
We can pilot this to high loyalty/premium customers
first but can be presented as a special perk they get
for being loyal to Myntra.
It can be introduced for certain apparels
(kurtis/dresses). Later, expand into other
Kinds and geographies.
Introduction Stylized Wardrobe Comparison Feature Style Customization 3D Trial Room Shopping Assistant

Based of customer uploaded pics and body Customer can try out different clothes and check its Recommend size based on
measurement a 3D avatar is created fitting and look on their 3D avatar Avatar created

Size
Body feature
(inch)
Dress 1
Shoulder 15

Bust 34
Look and fitting in dress 1
Waist 30

Hip 36 3D Version

Sleeve 10.5

Pics in different angles and body

dimensions shared by users Look and fitting in dress 2
Dress 2

Advantages of this Feature

Better than size charts and Customers can play around

Customer gets a glance of This gamification version Creates a point of
hence less returns due to with combination of
how the product will look increase customer’s difference with the
fitting issues leading to products leading to cross
on him/her. engagement on application competition.
better retention selling
 Introduction Stylized Wardrobe Comparison Feature Style Customization 3D Trial Room Shopping Assistant

Concept Note Key Issues Addressed Expected Outcomes Impact on our KPIs
• Introduction of a virtual shopping • Friction points and cart abandonment • Smoother purchase flow through
1) Acquisition
assistant – “Clara” integrated in the witnessed by Myntra assistance by Clara
Myntra smartphone app and website
2) Conversion
• Lack of personalization on Myntra • Instantly solve common issues resulting
• Clara would render convenience and a which users typically get in shopping in higher confidence among buyers
3) Engagement
personalized shopping experience to users through offline channels
by automating the typical bottlenecks in • Improved communication with the
4) Retention
Consumer Buying Journey • Lack of assistance in selection of items users

Implementation and Alignment with Consumer Buying Journey

Key Drivers for How Clara would cater to the Key Bottlenecks in the purchase journey
Clara
Finding the right product Finding the right size Purchase with Ease

Filter the products Assistance by Clara Assistance by Clara

Voice with ease through in selecting the in selection of the
voice commands right size based on previously saved
past purchases payment methods
Happy Users
- Authorize the
Easy scrolling of your Jane Doe, you purchase through
filtered products should buy size-M Clara with ease
Meet Clara – A one stop
- Double tap to based on your - Prompt the
solution for users to Gestures
start scrolling recent purchases payment method
facilitate their buying
process on Myntra app based on offers
- Stop anywhere
and Website and past success
with a single tap