-By Ankita Dutta.
Myntra has unveiled its first virtual fashion influencer, Maya, as part of its strategy to appeal to Gen Z’s love for digital avatars and immersive technologies. As a citizen of Myntra’s virtual universe, Maya is a fashion stylist with a knack for spotting trends, makeup, and fitness. She represents the tech-savvy, trend-driven Zoomer generation and advocates for mental health, body positivity, equality, and inclusivity. With a growing Instagram following of 177K followers, Maya provides her audience with relatable content, makeup and fashion inspiration.
During the 18th edition of Myntra’s biannual fashion event, the End of Reason Sale (EORS), Maya will take center stage as the “style hacker.” The sale, which runs from June 1st-4th, offers over 2.1 million styles and more than 6,000 brands. During the event, Maya curated her favourite styles and trends on her Instagram handle to showcase her recommendations to followers.
Myntra’s collaboration with Maya is an attempt to connect deeply with the Gen Z audience and explore the potential of immersive technologies. As a virtual influencer, Maya can transcend geographical and physical limitations and interact with followers anytime, anywhere. Myntra’s embrace of digital avatars and Gen Z’s preferred communication tools further strengthens its position in India’s ecommerce sector as a leader in innovation.
Myntra plans to develop Maya’s profile by exploring opportunities for her to conduct M-Lives, Myntra’s live commerce proposition, alongside leveraging her content to highlight offers and benefits to her followers. Additionally, Myntra’s numerous partner brands will have the opportunity to collaborate with Maya to augment key launches and events.
Myntra’s innovations have earned Maya a place in the much-loved Myntra Style Squad. This inclusion opens up new possibilities for Myntra: Maya’s content now features in collaborative posts with a list of popular influencers who have met her.
Myntra is putting on over 100 live sessions for EORS-18 via M-Live, its social commerce proposition. The sessions will be hosted by some of India’s biggest and most widely-admired influencers, content creators, and social media stars, such as Varun Sood, Akash Choudhary, Baseer Ali, Ritvi Shah, and Gaurav Kumar, to name a few. By cultivating relationships with India’s biggest social media personalities, Myntra is increasing its visibility and representing the numerous leading brands offered on its platform.
