Bengaluru, June 3 (IANS): Myntra, now the app-only fashion marketplace, has tied up with Dassault Systemes to cut costs and increase efficiency.

Dassault Systemes is the software arm of the Serge Dassault-run group widely known for aviation.

As a part of the deal, Myntra will adopt the 'My Collection for Fashion' industry solution experience to accelerate its internal and external processes.

Dassault Systemes promotes its solution with the tag of 'My Collection for Fashion' which allows digital marketplaces to easily make models, virtual showrooms and study usage analytics. The move assumes significance in wake of the growing e-commerce boom in India due to which online fashion has become very competitive.

Commenting on the new deal, Chandan Chowdhury, managing director at Dassault Systemes' Indian arm, said: "Fashion and lifestyle industry in India is growing rapidly. Over the years, brands have realised that consumer experiences are becoming the focal point of planning because experiences are bigger than products alone."

Dassault Systemes worked closely with its value added reseller Simbus to come out with the new solution.

Ganesh Subramanian, head at new initiatives at Myntra, said: "We are constantly working towards enhancing our consumer experience by leveraging state-of-the-art technologies and rolling out new initiatives."

"Dassault Systemes' 'My Collection for Fashion' solution will help us bring exciting products faster to our consumers. We are aligned with the vision of the company for future roadmap of 3D technology for an enhanced user experience," he added.