In the ever-evolving landscape of online fashion retail, The Roadster Life Co., a brand owned by Myntra Design Pvt. Ltd. under the Flipkart Group umbrella, has shown impressive growth in the second quarter of 2023. Vumonic Datalabs analysis of Roadster's performance on Myntra from July to September 2023 uncovers some fascinating insights into the brand's success, sales trends, and consumer preferences.
One of the standout aspects of Roadster's Q3 performance is its consistent month-on-month growth. The brand saw a steady increase of 1.2 times each month, indicating a robust and growing customer base. September, in particular, was a remarkable month for Roadster, thanks in large part to Myntra's Big Fashion Festival. This event played a pivotal role in boosting sales, with Roadster accounting for nearly 40% of its overall sales during this period. The last week of September alone contributed to around 13% of the quarter's total sales, highlighting the significant impact of focused sales events and festivals on consumer buying behaviour.
The average order value (AOV) for Roadster products experienced a slight decrease, moving from around 530 INR in July to 490 INR in September. This reduction in AOV might be attributed to strategic pricing and discounting tactics aimed at attracting a larger customer base. Interestingly, the average discount offered on Roadster products saw an increase from approximately 990 INR to 1200 INR. This strategy likely played a role in attracting price-sensitive consumers and encouraging higher sales volumes.
The period saw a diverse range of products leading the sales charts. Checked Casual Shirts, Printed Shirts, and Slim Fit Jeans were among the top-selling items, reflecting the current fashion trends and consumer preferences. This variety also underscores Roadster's ability to cater to diverse style choices and needs.
When it comes to geographical reach, Bengaluru, Delhi, Hyderabad, Mumbai, and Chennai emerged as the top-selling cities for Roadster products. The brand's popularity in these major urban centres indicates its strong urban appeal and the successful targeting of a young, fashion-conscious demographic.
The impressive growth of The Roadster Life Co. on Myntra from July to September 2023 is a clear indicator of the brand's strong market presence and its ability to adapt to consumer preferences and market trends. As the brand continues to evolve and expand its offerings, it will be interesting to see how it maintains and builds upon this growth trajectory in the future.
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Disclaimer: The information provided in this blog is based on the data analysis conducted by Vumonic Datalabs and is subject to market dynamics and fluctuations.
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Written by: Samiksha Mulik
Date: 17 January 2024
Vumonic Datalabs is a global consumer intelligence platform. We provide high-quality, deterministically linked, large structured data that can be used to derive deep consumer, business, and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy secure manner via large global panels.
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