Myntra has launched ‘The Ultimate Glam Clan’, a shopper-led creator program in lifestyle space. Focused on Gen-Z, this initiative taps into their natural inclination for content creation and discovery.
The program aims to empower shoppers to become creators by incentivising them to upload high-quality personal shots as a part of their product reviews. This, in turn, improves content discovery and allows buyers to make more informed purchasing decisions, which is specifically targeted to Gen Z’s fashion-forward mindset.
To further strengthen the proposition for Gen-Z, the platform has linked ‘The Ultimate Glam Clan’ with the evolving content consumption habits and purchase patterns of this digitally native generation. Gen-Z heavily is known to rely on reviews and ratings, before making purchase decisions.
In fact, two in three purchases by Gen Z are done after seeing reviews, as per industry reports. The initiative taps into the Gen Z mindset that seeks not just to consume fashion but to co-create it, with a desire to have their voices heard in the broader conversation of style.
The Ultimate Glam Clan goes beyond traditional influencer programs by recognising everyday shoppers as key voices in fashion discourse, while also enhancing its FWD offering alongside the entire platform.
This challenges the traditional top-down influencer model, resulting in a more dynamic and realistic platform where style inspiration is fed by a varied spectrum of real-life experiences, similar to how Generation Z navigates the world of fashion.
Backed by some of the above findings, the program construct originates from the fact that many Myntra customers including Gen-Z shoppers have been already sharing their high-quality lookbook images in their reviews, organically. On average, Myntra users currently upload thousands of images daily, contributing to a substantial number of reviews, making for a more relatable and authentic shopping experience. This gave an opportunity to magnify organic behaviour and enrich the entire shopping experience by assisting customers in discovering styles that resonate with them via user-created content.
Myntra’s Ultimate Glam Clan operates on a multi-tiered structure designed to provide increasing benefits as users progress through different levels in the program with ‘Trendsetter’, being the ultimate level. This initiative provides opportunities for earning commissions and offers a range of incentives, including participation in brand collaborations, invitations to Myntra events and workshops, and shopping vouchers, among others.
Creators will also have access to a comprehensive analytics dashboard related to their review for real-time insights. This will encourage them to take their first steps as creators on Myntra.
Speaking on the proposition, Sunder Balasubramanian, Chief Marketing Officer, Myntra, said, “With FWD, Myntra is at the forefront of catering to Gen Z shoppers, offering a dynamic space that keeps them ahead of the fashion curve. The Ultimate Glam Clan program extends this vision by allowing shoppers to not only discover trends but actively participate in approving them through their unique style perspectives. This program focuses on creating an engaging experience that celebrates Gen-Z’s creative spirit, enabling our customers at large to step into the role of creators, earning rewards while expressing their love for fashion. With promising adoption already in the pilot, we’re eager to see how this cohort will embrace the feature, as they embark on their journey into the creator world on Myntra.”
