Planning Myntra advertising around fashion seasonality

Fashion shoppers do not browse a catalogue so much as follow moments: a new season, a festive week, a wedding calendar, a weather change. Advertising on Myntra works best when budgets follow that rhythm rather than staying flat all year.

1Start with the assortment, not the budget

Before deciding how much to spend, look at what you actually have to sell. Which styles are new, which are in-season, which are being cleared? Putting the same budget behind everything wastes money on items that will not convert and starves the ones that will.

2Sizes decide conversion

A product with a broken size run looks available but frustrates the shopper who cannot find their size. Click-through can look healthy while conversion quietly drops. Check size availability before putting spend behind a style, and pause or reduce spend when the popular sizes run out.

3Plan by season and by drop

• Lead-in: build visibility a little before demand peaks, so products have impressions and history when shoppers arrive.
• Peak: move budget toward the styles that are converting and have stock depth.
• Tail: reduce spend as demand fades, and decide deliberately which styles you are clearing.

4Review at SKU level

Averages hide a lot in fashion. A few hero styles often carry most of the result while many others only add cost. Looking at each style on its own lets you keep the budget where the demand is and stop paying for the rest.

5Do not ignore returns

Fashion has naturally higher returns than many categories. When judging an ad result, think about the sales that stay sold. A style that converts well but returns often may be worth less than its headline return suggests.

6A weekly Myntra review

1. Which styles drove the result this week, and do they still have size depth?
2. Which styles took spend without converting?
3. What is coming next in the season, and does the budget plan match it?