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每周一个新的季节:Myntra如何使用数据来扰乱时装行业

使用天蓝色的机器学习,Myntra能够实现国际和国内时尚品牌,以更好地满足当前Covid世界及其他地区的消费者需求

由于Covid-19在该国出现的威胁,Amar Nagaram的思想最大的担忧是他的员工,交付合作伙伴和客户的安全。作为印度Myntra的首席执行官,印度领先的在线时装零售商,Nagaram和他的管理团队不仅要考虑业务连续性,但更重要的是,组织可以在大流行中如此深刻改变的世界中发挥的角色。像几乎所有的企业一样,Myntra也必须将所有员工从家里搬家过夜。

“从一个充满活力的办公室到家里工作,我很愉快地惊讶于我们适应家里的工作。纳卡兰说,由于在Azure上,我们能够远程提供我们最成功的原因销售结束之一。“

服用库存

For Myntra, which has a strong delivery network across 27,000 PIN codes in India, one of the first order of business was to secure essential personal protective equipment like face masks, which were in acute short supply and difficult to procure.

“我们意识到面部面膜是需要时的需要。与我们的合作伙伴一起,我们决定以最有意义的方式在他们的家门口的方式为客户提供服务,“Nagaram说。

Myntra与Wildcraft,印度增长最快的户外装备,服装和鞋类品牌,在其平台上销售面部面具。在几天之内,其他品牌也推出了他们的面具和MyNTRA中出现的面具的新类别。

“在过去三个月里,我们在过去三个月里实现了其中一件事之一,在我们将重新组合,收回并重新制中我们的业务之后,这是大流行表达了我们在这样的不幸情况下发挥的重要作用,”Nagaram补充道。

销售客户想要的东西

面部面具只是一开始。由于锁定和消费者远离购物中心的锁定和消费者,有物理砖和砂浆商店,主要的时尚品牌必须在一夜之间重新称扬他们的上市战略。Myntra发现自己独特地帮助他们。

在大流行前,Myntra有迁移其整个数据平台包括供应链管理,库存和网站能力到Microsoft Azure。威廉希尔体育官网除了提供Myntra来满足尖峰的弹性外,Azure的内置机器学习工具加快了高级分析功能的发展,以了解他们的消费者。

“我们今天学习的数据量比在科迪德前六到七倍。威廉希尔体育官网Microsoft Azure使我们能够扩展一夜之间,天蓝色的机器学习给了我们合适的杠杆来加快我们的学习,“Nagaram解释道。

From the early days of the lockdown, Myntra was able to provide actionable insights to partner brands about what consumers were looking for and helped them prioritize their offerings accordingly.

Some of the immediate insights from what consumers were searching, viewing, and buying, highlighted how a larger set of customers was now staying at home, balancing between work and household chores, and needed clothes that were functional yet comfortable.

穿印地安种族服装的妇女摆在为照相机
通过数据驱动的洞察力,MyNTRA在其应用程序上推出了“从家庭编辑”的应用,这些应用程序集中在舒适性佩戴等类别,如舒适的磨损,躺椅,锻造,家居服和民族服装。

我们学习的数据量比在科迪德世界前六到七倍。威廉希尔体育官网Microsoft Azure使我们能够扩展过夜,Azure机器学习给了我们合适的杠杆来加快学习。

Myntra was one of the first off the blocks to identify these changing needs and introduced ‘Work from Home Edit’ on its app that focused on categories like comfort wear, loungewear, athleisure, home wear, and ethnic wear.

“使用技术来产生可操作的见解是我们最近的原因销售成功的重要原因。我们现在销售消费者想要的东西,而不是我们想要卖的东西。Nagaram说,信贷额也会在几天而不是几周内回应这些洞察力的品牌。“

除了从消费者搜索和购买什么,Myntra除了来自消费者搜索和购买的洞察力,还要了解其消费者的愿望感谢Myntra Studio。个性化内容目的地,它具有来自用户可以直接从MyNTRA购物的流行者和品牌的时尚风格指南。

在早期的锁定,见解from customer behavior on Myntra Studio suggested a spike in interaction with certain categories like DIY makeup, among others. These insights enabled Myntra’s partner brands to move their inventory from their physical stores, which were shut due to the lockdown, to Myntra.

“We saw that COVID blurred the lines between online and offline retail. The economy is going to be more digital for sure, but retail isn’t going to be online only. It will be a mix of online and offline,” Nagaram says. “We have witnessed offline retail embracing technology at a large scale in the last three months. Some of the brands that used our omni-channel technology during the End of Reason were able to sell inventories out of their stores that they could not sell due to the lockdown.”

a woman applying a face cream
在早期的锁定,见解from customer behavior on Myntra Studio suggested a spike in interaction with certain categories like DIY makeup, among others. These insights enabled Myntra’s partner brands to move their inventory from their physical stores, which were shut due to the lockdown, to Myntra.

Making data fashionable

Nagaram在时尚使用技术的愿景远远超出了帮助品牌导航当前的不确定性。Myntra在大流行病的开始帮助品牌方面的方式只是使用数据见解让行业更加消费者聚焦的开始。

“I’ve always believed the fashion industry could use technology to disrupt some of the orthodox practices that have been going on for a very long time and make them more eco-friendly and business friendly,” he says. “The industry has always relied on the concept of季节春天-Summer and Autumn-Winter. The trends are decided a year in advance, and they go into production. It is the bets that the industry制作它design will work, and that pattern will work— that leads to the unsold inventory problem which the industry faces.”

Myntra在数据和机器学习中扰乱了时装行业的古老实践。它现在能够提供具有消费者见解的品牌,不仅考虑了消费者的个人资料,还可以考虑到他们的位置,天气模式以及其他参数的其他消费者正在购买的变量。

站立在有壁画的墙壁前面的alam nagaram
“I’ve always believed the fashion industry could use technology to disrupt some of the orthodox practices that have been going on for a very long time and make them more eco-friendly and business friendly,” says Amar Nagaram, CEO, Myntra

“We’re no longer following the traditional seasons of the fashion industry. The calendar has been expedited, it is no longer an annual calendar, in many ways it is a weekly calendar,” he says.

The Holy Grail, however, is to be able to provide a personalized fashion shopping experience to consumers. Myntra already has implemented one of the most comprehensive sizes and fit recommendations when customers are buying on its platform, which has brought down returns significantly. The next phase is to be able to provide highly customized experiences to its users.

“我们正试图在个人层面上了解我们的消费者。所以当你打开我们的应用程序时,我们应该能够根据风格的偏好来展示东西,“Nagaram说。“拥有正确的云和AI合作伙伴是启用此项的关键。我们很高兴在我们身边作为伴侣让微软成为伴威廉希尔体育官网侣。“

在数字互动和经验时代,数据是时尚的。

Top photo: An Influencer shares her style guide on Myntra Studio to inspire consumers, who can shop the look directly from Myntra. (Photos courtesy of Myntra.)