Ripped jeans, crop tops: It's Gen Z time for fashion retailers
Subscribe to enjoy similar stories. NEW DELHI : Gen Z shoppers are keeping fashion retailers on their toes. Over the past year, retailers like Myntra, Max Fashion and Madame have introduced collections tailored to Gen Z preferences.
Some have even revamped their platforms to attract this demographic, the oldest of which is 27. “Five years later, every brand will need to cater to this demographic because they would be a very big business. We’ve made some progress, going from 8 million Gen Z shoppers to 16 million now.
The future for us is how do we go from 16 million and add another 20 million to 25 million in the next couple of years," Sunder Balasubramanian, marketing officer at online fashion platform Myntra, told Mint. In 2023, the Flipkart-backed retailer launched a separate section called FWD for Gen Z shoppers. It offers looks curated from the recently released original series Call Me Bae, along with collections curated under “Y2K" and “All about bows".
Revived by a viral social-media trend last year, bows have made their way to fashion runways, with brands like Miu Miu and Dior featuring them in their collections. Searches on Myntra under Y2K, another viral social-media trend, throw up recommendations for low-rise jeans and cargo pants. Gen Z shoppers, born between 1997 and 2012, are fashion-forward consumers.
India has 60 million Gen Z shoppers who actively shop online, accounting for 20-25% of the online lifestyle market valued at around $4 billion in gross merchandise value, showed an August report by Bain & Co. and Myntra. Gen Z shoppers’ signature style often leans toward athleisure, with oversized trousers, t-shirts, sweatshirts (even in summer), crop tops and sneakers being common choices.
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