Hybrid Digital Marketing in Fashion E-Commerce: A Case Study of Myntra’s End-of-Reason Sale

Abstract

Fashion retail has changed thanks to digital marketing, which allows businesses to interact with customers through influencer partnerships, performance-driven campaigns, and customisation. This case study centres on Myntra's main program, the End-of-Reason Sale (EORS), which has established itself as a standard in Indian e-commerce fashion. It examines how Myntra uses influencer networks, social media interaction, SEO, and technological advancements to boost quick sales and brand equity. Myntra stands out as a fashion-first specialist when compared to rivals like Amazon Fashion, Ajio, Nykaa Fashion, and Tata Cliq. The results show that Myntra's hybrid strategy, which strikes a balance between performance marketing and brand-building, gives important insights for maintaining development in fashion e-commerce.