Flipkart, the leading e-commerce company has recently introduced Spoyl, a fashion hub, within their app that specifically caters to the needs and preferences of Generation Z. With a range of 40,000 fashion items Spoyl takes inspiration from global trends and incorporates tech-driven experiences to meet the unique style demands of Gen Z. This initiative is in line with Flipkarts commitment to supporting sellers and promoting ‘Make in India’. Notably, Spoyl also emphasizes inclusivity by offering a user navigation system that’s suitable, for both genders.
Flipkart, an e-commerce giant, has introduced an in-app fashion hub tailored to Generation Z, often referred to as those born between 1997 and 2012. Flipkart views this demographic as a “gold mine.” Under the brand name Spoyl, the platform boasts an impressive assortment of over 40,000 fashion items, encompassing Western attire, accessories, and footwear. This diverse collection of designs is hosted by Flipkart, a subsidiary of the renowned American corporation Walmart.
Sandeep Karwa, the Vice President of Flipkart Fashion, explained the decision not to create a separate app, emphasizing the substantial potential within the existing Flipkart ecosystem to tap into this consumer base. In an interview, Karwa stated, “More than a quarter of Flipkart Fashion’s clientele is composed of Generation Z. The opportunity before us is colossal, and we are well aware of it.”
India currently boasts the third-largest online shopper community globally. According to Bain & Co’s report, one out of every three online shoppers falls under the Gen Z category. Their preferences lean towards entry-level fashion purchases. McKinsey’s separate study highlighted Generation Z’s affinity for distinctive clothing, a desire for self-expression, and an ever-evolving sense of style.
The fashion choices of Generation Z are heavily influenced by a range of factors, including OTT content, global pop icons, and prevailing pop culture. Their shopping behavior is molded by a triad of values, technology, and experiential aspects.
Flipkart possesses cutting-edge technology for trend identification and experience curation. Karwa elucidated, “We’ve devised methods to scour social media platforms, even those located outside India, to pinpoint emerging trends in diverse places like Prague, Brazil, and even trends related to Korean pop music and TV shows.”
Spoyl plays a pivotal role in Flipkart’s commitment to the government’s “Make in India” initiative, which promotes domestic manufacturing. The company’s technological prowess and trend-spotting insights are harnessed to empower sellers across India to capitalize on Generation Z’s fashion preferences.
Karwa highlighted, “Our insights are shared with numerous sellers who produce items such as clothing, footwear, and handbags for Generation Z customers, all without having to rely on countries like China or Turkey. Remarkably, more than 95 percent of these products are crafted domestically.”
Flipkart’s fashion endeavor presents shoppers with a pioneering unisex product navigation experience. This innovative feature facilitates gender-agnostic browsing, allowing users to explore styles seamlessly.
In a similar vein, Myntra, an online retailer under Walmart’s umbrella, unveiled FWD, an immersive fashion platform designed for Gen-Z shoppers. The objective is to engage this demographic, which follows in the footsteps of millennials, and attract 10 million new Gen-Z customers over the next two years.
Myntra highlighted that India is home to a significant 20 percent of the global Gen-Z population. With the eldest members of this generation having turned 25 recently, they hold a substantial purchasing power of approximately $360 billion, as indicated by industry sources.
