At Myntra's virtual Style Studio, users can create 'custom' look & share it on social media

Lifestyle e-commerce company Myntra.com has launched a virtual dressing room to help shoppers mix and match the fashion wear, create a 'custom' look and share the same via social media channels Facebook and Twitter. Myntra has come up with an in-house application called Style Studio, built on HTML 5, to offer this all-new feature.

The objective of this new application, as claimed by the e-tailer, is to guide users throughout their shopping experience and enable them to gauge the product suitability before they make a purchase.

Commenting on the launch, Myntra's founder & CEO Mukesh Bansal said, "Myntra's Style Studio will enable customers to mix and match products and create the desired look on a model before making a purchase decision. We believe this will be a game-changer for online fashion. On a technology innovation front, Myntra's Style Studio is one of the most evolved virtual dressing rooms in the country and unlike most products of its kind, it is built on HTML 5 instead of Flash, to enhance compatibility across devices."

In May this year, Zovi.com, an online private label brand, launched a similar feature  that allows shoppers to use a webcam for an engaging product experience. And last we checked, the company stated that the feature helped accelerate sales by 20 per cent.

But the key differentiator here is that Zovi helps you gauge how a product might look on you (once a convenient snapshot is taken by a webcam, the latest collection can be 'fitted' on that, giving you a good idea). But on Myntra, a shopper can dress up a model's picture to find out how various combinations would actually look like and what would the entire 'look' cost. Although the features may vary in functionality, each aims to ensure better user engagement.

In another parallel development, Myntra has launched 'gift cards' service which is most likely is a first in the e-commerce segment. Just like the gift coupons purchased from offline stores like Lifestyle or Shoppers Stop, here, too, a buyer can purchase the gift cards and mail it to a recipient. An option to feature an occasion-specific message is also there.

Will these features drive sales for Myntra? Watch this space for more action.

(Edited by Sanghamitra Mandal)