Myntra Unveils Shopper-led Creator Program ‘The Ultimate Glam Clan’

EE News Desk Sep 25, 2024

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

Myntra has unveiled 'The Ultimate Glam Clan', one of India’s largest shopper-led creator programs in lifestyle space. Designed with Gen-Z at its core, 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, elevates content discovery and helps shoppers make more informed purchase decisions, which is tailored to serve Gen Z's fashion-forward mindset.

Further solidifying the proposition for Gen-Z, the platform has aligned the Ultimate Glam Clan with the evolving content consumption habits and shopping patterns of this digitally native generation. Gen-Z is known to heavily 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. Moreover, Myntra’s focus on democratising fashion creation speaks directly to Gen-Z’s love for inclusivity and self-expression. 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 disrupts the conventional top-down influencer model, creating a more dynamic and authentic platform where style inspiration is fuelled by a diverse range of real-life experiences, much like the way Gen 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, and making for a more relatable and authentic shopping experience. This presented an opportunity to amplify the organic behaviour and enrich the overall shopping experience, helping customers discover styles that truly resonate with them through user-generated 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. The initiative offers commission-earning opportunities and various other incentives including a chance to be part of brand collabs, an invitation to Myntra exclusive 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, transforming their passion for fashion into reality.

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.”