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-By Mansi Suryavanshi.

Myntra, a key player in fashion e-commerce, has introduced the “Fwd” function on its website to give its Gen-Z customers an immersive fashion experience. 

Over the next two years, Myntra anticipates that this new offering will bring 10 million more Gen-Z customers to the site.For its unique app-in-app experience, Myntra Fwd will launch a number of features, including direct access to its Gen-Z offering, streamlined trend-spotting-to-shopping, photo search, daily drops, and more. Nandita Sinha, CEO of Myntra, commented on the Myntra Fwd project in a statement, saying, “As we develop for many Indians, Gen-Z is a crucial cohort that we continue to take strong interest in. 

Their distinctive fashion choices represent their particular sense of style, variety of points of view, and basic beliefs, and they are gradually changing how fashion is consumed on a worldwide scale.

“With the introduction of Fwd, we are thrilled to serve this fashion-first audience by developing an environment where their fashion demands are not only acknowledged but also proactively answered. 

Myntra Fwd is a comprehensive lifestyle destination created exclusively for Gen Z; it is not simply fashion destination, she continued.Myntra will collaborate with more than 500 content producers to generate buzz about the ‘Fwd’ concept throughout the nation in an order to publicize its new effort and engage Gen-Z audiences.