Flipkart, a popular online fashion destination in India, has introduced ‘SPOYL’, a new app-in-app fashion platform tailored for Gen Z consumers, born between 1997 and 2012. The platform offers more than 40,000 products, including western wear, accessories, and footwear, catering to this demographic’s preferences and style.
Gen Z constitutes a significant portion of India’s online shopper base, with one in three online shoppers belonging to this group, as reported by Bain & Co. Fashion is their primary online purchase, particularly in the entry-level price range. This generation values individuality, expressive clothing, and unique styles that set them apart.
Over 25% of Flipkart Fashion’s customer base comprises Gen Z, presenting substantial untapped potential. This generation is highly influenced by global fashion trends, entertainment content, and pop culture events. Flipkart has considered their value-conscious nature, technology preferences, and experience expectations while developing ‘SPOYL’, providing a distinct in-app experience for Gen Z shoppers.
The platform offers visually appealing content and a novel unisex product navigation feature, allowing gender-neutral style browsing. ‘SPOYL’ aims to redefine personal style expression by presenting a diverse range of designs that promote both style and individuality.
Addressing the ‘Make in India’ initiative, Flipkart emphasizes supporting local sellers through ‘SPOYL’. The platform employs in-house technology to assist sellers in understanding trends, designing products, and creating insight-driven dashboards, enabling them to tap into the potential of the Gen Z fashion segment.
‘SPOYL’ endeavors to bridge accessibility gaps by democratizing fashion for Gen Z shoppers across India. The platform’s offerings include gender-neutral apparel, Korean-inspired designs, trendy college wear, and more, catering to the distinctive fashion needs of this generation.
In an increasingly digitized landscape, Flipkart’s ‘SPOYL’ strives to provide an engaging and value-driven shopping experience for India’s tech-savvy Gen Z consumers, promoting individuality and style diversity.
