Online shopping for clothes has become increasingly popular in India, offering affordability and a vast array of choices. However, one persistent issue for consumers is the uncertainty surrounding sizes, often resulting in dissatisfaction with the fit of their purchases.

Bridging the Gap between Online and Offline Shopping

To address this concern, Myntra, a fashion portal owned by Flipkart, has launched an innovative solution – alteration services. Now, customers can avail themselves of alteration facilities directly through Myntra’s platform. Upon request, a verified tailor will visit the customer’s home to pick up the outfit for alteration, offering a seamless experience that bridges the gap between online and offline shopping.

Convenience and Reduced Returns

Amar Nagaram, Head of Myntra Jabong, emphasized the significance of this initiative in enhancing the online shopping experience. By offering alteration services, Myntra aims to mitigate returns caused by size and fit issues, thereby increasing customer satisfaction. This move reflects Myntra’s commitment to making online fashion shopping more convenient and hassle-free for its users.

Partnership with Tailors and Expansion Plans

In collaboration with 200 tailors strategically located in regions with a high concentration of Myntra customers, the fashion portal has initiated its alteration services. This service was initially rolled out in four cities ahead of Myntra’s End of Reason Sale, with plans to extend it to 80% of its customer base within the next year. The partnership not only benefits Myntra’s customers but also provides an additional source of income for tailors.

Targeting Tier 2 and 3 Cities

The introduction of alteration services aligns with Myntra’s broader goal of catering to users beyond metropolitan areas. With the fashion category experiencing significant growth, particularly during festive seasons, Myntra aims to tap into the burgeoning market in Tier 2 and 3 cities. According to a Redseer report, shoppers from these cities have demonstrated a notable increase in spending on fashion products, indicating immense potential for expansion and innovation in the e-commerce fashion sector.