Bengaluru, June 3 : 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 interl and exterl 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 alytics. 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, maging 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.” (IANS)