RUBANS WESTERN
By Jaggu
Ethnic Vs Western
● Only seasonal ● Throughout the year sale
● Expensive than Western ● Cheaper than Ethnic
Opportunity for Western
● 45% of Myntra’s Revenue is of Western
● >55% of Women clothing contributed by Western
● Prices and Margins - since we import from China we get every design at
much cheaper rate
● Premium but affordable (China is best at making Anti-tarnish premiums)
● Top 6 from Top 10 of Myntra and Amazon are Western designs
● Still not fully leveraged by competitors
● Our Western collection has very low returns
Challenges we currently face for Western
● Timely ordering not happening
● Focus proportion is very less when compared to Ethnic
● Early catching of Fast-moving New launches
● Dealing with China vendors is not yet streamlined
● Mixed strategies of Ethnic lens
Plan of Action-1 (Listing Management)
● Take all the pending listings live
● Lets present on all channels like Myntra, Flipkart, Shopify, AJIO, Amazon,
JioMart, TataCliq, Zepto, Instamart, Blinkit
● Lets ensure all price points are covered
● Maintain at least 95% Listing accuracy
● Increase current listings from 2400 designs to 5000 designs by Jan26
● Outstanding Imagery
● Ensure Listings with a nice pool of Categories+PricePoints
Plan of Action-2 (Sales Planning)
● SKU wise Daily Targets
● Daily focus on Fastmoving New Launches
● Track growth in multiple lens - Channel wise, Category wise, Collection
wise, Price point wise
● Identify our sweet spot for ASP Category wise and add more Listings
● Do Hourly deals, BXGY for Liquidation
●
Pal of Action-4 (Inventory Planning)
● Inv+PO Health on daily basis
● Take a buffer of 15 days always and order according to TAT
● Discipline of “Never missout on ordering”
● Mysterious SKUs - Not Allowed
● Plan a shelf life of <30 days
● Co-ordinate with Warehouse on early Inwards
● Ensure the Top 200 SKUs are present at VRP, SJIT, SOR, Zepto
● Clear out
Plan of Action-5 (Campaign Management)
● Peak Hour spend strategy
● Data oriented winning bids
● Clicks strategy - Most proven conversion strategy
● Fashion product - One week maturity is enough - Assign different SKUs
● Early identify Bestsellers - Most clicked
AOP
My Need :
● Dedicated person for Listings
● Early approvals for payment release
● Brand enrichment for Mens category