DressBerry
Myntra · India
DressBerry is an in-house women's western wear brand of Indian fashion e-commerce platform Myntra, launched in 2013. It targets trend conscious women aged 18 to 30.
| Owner | Myntra |
|---|---|
| Launched | 2013 |
| Category | Women's western wear |
| Target | Women aged 18 to 30 |
| Website | myntra.com |
What is DressBerry?
DressBerry is a private label of Myntra, the Indian online fashion retailer. It debuted on the platform in 2013 as a women's western wear brand.
Products and positioning
The brand offers trend led western clothing for women aged roughly 18 to 30 who want to keep up with the latest fashion. As a platform owned label, it is positioned at accessible prices and benefits from Myntra's data on customer demand.
History
Within about 15 months of launch, Myntra said DressBerry had become one of its largest selling women's western wear brands. In 2014 the platform put the label in the spotlight with the #DressToPlay campaign created by Ogilvy and Mather, featuring actor Kangana Ranaut, who was signed as the face of the brand.
Distribution
DressBerry is sold through Myntra, with marketing on YouTube and social media.
Why it matters
DressBerry was an early example of an Indian e-commerce platform building its own fashion brands, a strategy that let marketplaces control margins and product while competing with established labels.
Frequently asked questions
Who owns DressBerry?
DressBerry is an in-house brand of Myntra, the Indian fashion e-commerce platform.
What does DressBerry sell?
DressBerry sells trend led western wear for young women.