Looksmaxxing blurs line between essential and discretionary for GenZ shoppers - Myntra Head

Myntra is seeing over 30% growth in orders and customers this year as Gen Z accounts for half its customer base. Business head Sharon Pais says fashion spending is becoming essential for young consumers, while festive average order values rose 10–12%. The platform is gaining traction with direct-to-consumer brands and expanding rapid delivery through M Now and a new store-linked pilot.

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