Ahead of EORS, Myntra launches AI-based personal style assistant offering recommendations from 4.5 lakh styles, ET Retail

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Fashion e-tailer Myntra is gearing up for its bi-annual sale – EORS and in the run-up to that, it has introduced ‘my stylist’, an AI-powered end-to-end automated personal style guide for its customers, Raghu Krishnananda, Chief Product and Technology Officer, Myntra told ETRetail in an exclusive interview.

Walmart-owned fashion e-commerce company expects nearly 80 per cent of its customers to engage with recommendations from ‘my stylist’ feature on trial by the end of this year.

Raghu Krishnananda, Chief Product and Technology Officer, Myntra, said, “The feature offers recommendations from 4.5 lakh styles from the fashion and lifestyle categories currently, which includes all topwear, bottomwear, footwear and accessories.”

“The feature currently covers the fashion and lifestyle segments, with plans in the pipeline to include other categories including beauty and an increased number of styles as well,” he added.

Myntra also plans to include elements like ‘Your Digital Wardrobe’ and ‘Save the Look’, along with additional customizable user options, which consider factors like age, gender, body type, and personal style, in subsequent phases.

Ahead of EORS, Myntra is also planning to strengthen its selection by associating with new brands as well as launching new styles with existing brands.

“As part of Myntra’s ‘EORS Specials’, we are launching over 30 brands across fashion, beauty, and lifestyle,” he said.

The selection ramp-up of Myntra takes into consideration some of the important cohorts emerging on the platform and is in line with what Gen-Z customers are looking forward to as well as the fashion choices of customers from non-metros, in addition to metro customers.

Some of the latest launches on the platform include NYX in Beauty, NEXT, Boohoo Man, Freakins, Bonkers Corner, and Olaplex, among others.

At present, consumers can select from more than 6,000 brands available on the platform including 300 D2C brands.

“This EORS, we will be focusing on providing personalised shopping experience to consumers. In this direction, we have introduced tech innovations under ‘assisted selling tools’ in the beauty and personal care category, like the AI-skin analyzer (skin and hair), virtual try-ons, and the product finder,” he stated.

Apart from this, Myntra will be paying special attention on categories like gen-z fashion, beauty and personal care, sports footwear, and apparel, women’s western and ethnic wear, men’s western, kids wear, and lifestyle categories like watches and wearables, audio products, accessories, and bags.