Myntra, the leading fashion e-commerce platform in India, has taken a groundbreaking step in engaging its Gen Z audience by introducing Maya, a virtual fashion influencer. Maya joins Myntra’s Style Squad, a curated group of trendy content creators, and represents the platform’s commitment to providing a unique shopping experience for the evolving needs of Gen Z customers.
With Gen Z’s affinity for digital avatars and their interest in experiential technology like virtual reality and digital gaming, Maya’s introduction helps Myntra tap into the potential of the virtual universe. This move aims to establish a strong connection with young, trend-focused, and tech-savvy audiences, solidifying Myntra’s top-of-mind recall with the next generation.
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MAYA – Myntra’s virtual fashion influencer
Maya, the first-ever virtual fashion influencer on Myntra is envisioned to be based in the Myntra virtual universe’s Bangalore. She embodies the characteristics of an emerging fashion stylist with a keen eye for trends, makeup, and fitness. A confident and empathetic humanoid, advocates for body positivity, mental health, equality, and inclusivity. Her Instagram profile boasts a growing base of 177K followers who seek fashion and makeup inspiration from her relatable and wholesome content.
During the End of Reason Sale (EORS), Maya will serve as a “style hacker,” amplifying the shopping extravaganza’s proposition. The 18th edition of this biannual event, starting on June 1st with Early Access on May 31st, will showcase a vast selection of over 6000 brands and 2.1 million styles, accompanied by unprecedented offers. She will curate her favorites from the sale and share the hottest FWD (Fashion-Wardrobe-Discovery) trends on her Instagram handle, giving a sneak peek into the next phase of product recommendations.
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Myntra’s association with Maya reflects its commitment to deeply connect with the Gen Z audience and explore the immersive potential of the Myntra virtual universe and digital avatars, which are favored communication tools for Gen Z. This collaboration underscores Myntra’s pioneering spirit within the e-commerce ecosystem in India.
As a virtual influencer, Maya’s flexibility and adaptability know no physical or geographical limitations. Being a citizen of the virtual universe allows Myntra to have complete creative control over campaigns and content narratives. She can efficiently create a stream of compelling daily content in various formats, including statics and videos. This scalability empowers Maya to attract a significant number of trend-focused followers.
Myntra has already established Maya’s presence on Myntra Studio and is exploring the possibility of her hosting M-Lives, Myntra’s live commerce proposition, in the near future. This collaboration also opens opportunities for Myntra’s partner brands to collaborate with Maya for impactful launches and events.
As Maya’s following grows, her content will be leveraged to highlight exclusive benefits and offers to her dedicated followers. Additionally, her popularity will be enhanced through collaborative posts with popular influencers who have interacted with her.
As Myntra gears up for EORS-18, M-Live, the platform’s social commerce proposition, has planned over 100 live sessions hosted by India’s biggest social media stars and revered content creators such as Varun Sood, Baseer Ali, Akash Choudhary, Ritvi Shah, and Gaurav Kumar, among others. These sessions will enhance brand visibility and represent the wide range of leading brands available on the platform.
Maya’s presence in the Myntra virtual universe and her collaborations with the Style Squad and popular influencers promise an immersive and trend-forward experience for fashion enthusiasts. With her support, Myntra aims to continue its mission of democratizing fashion while embracing technological advancements and catering to the evolving needs of its Gen Z audience.
Sunder Balasubramanian, CMO, Myntra, said, “With her distinct fashion sense and trendsetting prowess, Maya is poised to captivate and inspire our fashion-forward shoppers like neaver before. As pioneers in the space, we understand the need to marry global advancements with what’s keeping the next-gen excited, and reimagine the landscape every now and then.
The launch of Maya solidifies that position further by harnessing the potential of the immersive Myntra virtual universe to engage our GenZ shoppers more effectively, right in time for EORS-18. Maya embodies the very essence of Myntra’s core values, democratizing fashion through technology and championing inclusivity and empowerment.
Maya is set to become the ultimate ‘style hacker’ setting new benchmarks in the world of fashion with her on-trend and experimental approach that is sure to win the hearts of fashionistas across the country”.
