To increase customer engagement, Indian fashion e-commerce company- Myntra is launching a first-of-its-kind digital fashion reality show, 'Fashion Superstar'. The show is launched in association with Zoom Studios, to change the way India shops. With this, the company is planning to turn ‘catalog-led fashion’ into ‘content-led fashion’, Myntra-Jabong head Amar Nagaram stated.
The show which will capture the journey of 10 social media influencers as they battle through a variety of fashion styling and digital content creation tasks to showcase their inclination for fashion and social media, will be aired on 17 September. Viewers can watch the show on the Myntra App and Zoom TV. The judges for the show are Bollywood actress Sonakshi Sinha and celebrity stylist Shaleena Nathani.
For participation, interested candidates were required to send a 60-second video showing their style and talking about their fashion sense. After making the video, they were required to upload it using #MyStyleIn60 from their Instagram account and had to tag '@myntrafashionsuperstar'. Myntra received 5000+ videos, out of which 10 were selected. The selected candidates are:
Myntra-Jabong head Amar Nagaram said, “We started by introducing video catalogs on our app. Today, we have 33-35 percent of our products in a video catalog format. And we noticed that doing this increased the engagement time on our app. Today, we are just next to the social media platforms based on average time spent on an app; with an engagement time of 20 minutes. With influencer-led marketing taking the center-stage, we are now sure how to shape the user behavior using video. And that’s why we started this show.
He further added, “We are measuring the engagement based on time spent by the user and not by the revenue because that would be the metric of how good the content is coming on the platform. I can post content, which users might click and buy the product, but if people are not watching the entire content we have a problem with it."