Friday, November 20, 2015

‘Shop By Shape’ for the Right Look


Bangalore, November 19, 2015: Most women find comparing their bodies to a fruit or geometric shape slightly odd. They also find it perplexing to decide what shape their own body is. These were the findings of a survey done by Myntra of close to 8000 Indian women to find out what women wanted from online retailers. It turns out that they simply wanted a body shape guide that would be easy to understand, free from embarrassment and eminently fair. The body shape guide should also allow them to choose clothes as per their body shape.

Post interviewing these women across India, Myntra developed a “simple, no fuss, and purely driven by numbers” guide which will assist women to Shop By Shape. This guide is based on the physical measurements and does not try to couch these by indirectly referring to some other shape (See Annexure 1).
Myntra’s concept of Shape IDs is simple and takes into account the ratio of Bust:Waist:Hip (4:2:4, 3:2:4, 4:4:3, 3:3:3)to form Shape IDs. Simple, right! No more will you unconsciously choose apparel based on 'How I want to look' but will focus on “How I actually look'. By addressing this simple fact, Myntra has virtually created a revolution in choices for women.

Text Box: Customers Speak
“Looking at yourself as a pear or rectangle is not flattering” 
“I would rather talk in terms of numbers than compare myself to a fruit/object”.

Text Box: Customer Speak On Shape ID

“…though the terms Apple, Pear are universally recognizable, they aren't easily quantifiable and hence do not inspire as much confidence as Shape IDs…”

The Shop by Shape feature helps shoppers filter women’s apparel categories based on their Shape IDs. The products displayed are chosen basis a particular ID which will flatter or enhance the person’s figure. For example, for Shape ID 3:2:4 (Annexure 1, Where the hips are wider than the shoulder and bust), Myntra recommends wearing ruffled tops, wide sleeves, embellished necklines and double-breasted jackets that accentuate the elegant shoulder-line and diverts  attention to the upperbody. This feature will be available to all Myntra women customers for Tops, Dresses, Kurtas, Kurtis, Trousers, Jeans, Shorts and Skirts.

“Even though sizing solutions are provided as hygiene information by retailers, no one provides information on what will look good on you. With the Shop by Shape solution, customers are sure to find the best apparel to suit their body type. They also have the comfort of a Myntra style advisor offering suggestions based on their Shape ID. This solution makes shopping and selection that much more personal.”
- Kompalli, Head – eCommerce Platform, Myntra

Text Box: “For women shoppers, finding fashion appropriate for their shape is as important a criteria as finding the perfect size or fit. The same piece of clothing could flatter a particular body type and might be a complete no-no for another”.
- Myntra’sLookGood Stylist


About Myntra:
Myntra is India's leading platform for fashion brands and pioneer in m-commerce play. Myntra has partnered with over 1,500 leading fashion and lifestyle brands in the country such as Nike, Adidas, Puma, Lee, Levis, Arrow, Mango, Jealous 21, Diesel, CAT, Harley Davidson, Ferrari, US Polo, FabIndia, Biba and many more to offer a wide range in latest branded fashion and lifestyle wear.
With the largest in-season product catalogue, 100% authentic products, Cash on Delivery and 30-day Exchange/Return policy, Myntra is today the preferred shopping destination in India.

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