People searching for plus-size clothing have always had to struggle, both online and offline since very few brands focus specifically them. But Flipkart-owned online fashion retailer Myntra is about to change this scenario by launching its own new brand Sztori on its platform.
Myntra says this move represents its motto ‘fashion for all’. And explaining why Sztori, it is supposed to represent the story of an individual’s growth into a size and shape above the ordinary. They see a story in it and that’s how its branded Sztori. Myntra sees a huge demand for these plus size dresses and is forging ahead with a dedicated brand. But this won’t be the first brand or store to sell plus size clothes. Others in the category include Abductindia.com, aLL Online, Amydus, CALAE and Larjjosa Fashion. Sztori will compete with them all.
The Sztori range will consist of designer wear, mostly denims, tops, dresses and more in Large (L) to 4 times large (XXXXL) sizes. These clothes will be priced between Rs 799 to Rs 1,999.
Myntra will continue to push its omnichannel strategy by opening a series of offline retail outlets across the country selling a number of its private labels, Roadster, Dressberry, Anouk, and Hrithik Roshan’s HRX.
Besides these, Myntra also recently launched the ‘House of Pataudi’ a range of ethnic wear with Bollywood acto Saif Ali Khan and All About You, which is Deepika Padukone’s brand that Myntra has begun selling in Canada. The new Walmart connection (Myntra’s parent Flipkart being acquired by Walmart) has helped it reach Canada and this brand is being sold in Walmart Stores there.
All these developments are coming when there are projections of India’s fashion market growing from $4 billion to $14 billion in just a couple of years, by 2020.
And this move by Myntra to launch its plus size brand Sztori now just before the Indian festival Diwali is timed quite well.