bengaluru myntra one of indias leading fashion beauty and lifestyle destinations on monday said its third and the biggest edition of big fashion festival bff saw a record 12 million new customers from across the countryas customers shopped in plenty for fashion beauty and lifestyle products during the event the myntra big fashion festival saw over 45 percent of visitors coming from tier 2 and 3 cities the top nonmetro cities during bff were guwahati bhubaneswar dehradun jammu imphal mysore siliguri udaipur cuttack and jalandhar the third edition of bff offered access to 15 million styles 15x more compared to the previous edition enabling a diverse set of over 6000 brands to cater to the festive shopping needs of the entire family said the ecommerce platform the event saw the fastest order getting delivered in around 240 minutes advt spreading the cheer of festivities the myntra big fashion festival concluded on a high note with 6 million customers placing orders across fashion beauty and lifestyle as they shopped for their entire familys festive needs our strong last mile network including 21000 kirana partners has fulfilled 60 per cent of the items ordered before the end of the event yet another testament of our customer centricity and commitment to deliver an unparalleled fashion shopping experience said sharon pais chief business officer myntrathe event also gave an impetus to many homegrown d2c brands by bringing them the opportunity to connect with millions of upwardlymobile fashionforward shoppers of the country with some of them registering a robust growth we are delighted with the value that this edition of the big fashion festival has been able to bring about for brands across the spectrum including domestic and international in addition to helping augment income for our kirana partners and artisans while serving the festive fashion needs of our customers pais addedthe top trending categories this edition were womens indian wear and western wear mens casual and work wear beauty and personal care and watches and wearables while the beauty and personal care category that scaled up its portfolio by 2x yoy saw 40 per cent more customers than last editionwatches and wearables categories were also popular and witnessed over 90 per cent growth in demandduring this edition of the big fashion festival d2c brands witnessed an unprecedented growth on myntra giving a major boost to the home grown fashion industryfashion forward customers who also enjoy shopping from international brands purchased the fresh and trendy collections from hm mango urbanic trendyol gant forever21 and forever new advt some of the other brands that saw high traction during the event are uspa puma boat hm roadster life co levis adidas nike maybelline anouk house of pataudi sojanya deyann all about you invictus fable street rare rabbit suta hellcat and max teens among others given the season of festivities around indian wear saw a big fillip as well on the platformmyntras 360degree marketing campaign amplified across tv digital and social media engaged over 250 million people