New e-com, fashion brands see surge in sales as festive season begins

As Amazon and Flipkart dominate headlines in the festive sale season, other e-commerce and luxury fashion brands are also witnessing bumper sales especially from the tier 2 and 3 cities, keeping their cash registers ringing.

Fashion e-commerce giant Myntra reported record-breaking 19 million visitors on the first day of its sale and 6 lakh items were purchased in the first hour. The first day witnessed customers shopping over 4 million items, of which 40 per cent of the orders were from tier 2 and 3 cities and beyond.

Top categories for women were women’s ethnic, women’s westernwear, beauty and personal care and for men, it was casualwear, occasion wear, workwear and sports apparel.