Finding a new fit with Gen Z

AMAZON FASHION IS BETTING ITS SHIRT ON THE IDENTITY-DRIVEN YOUTH IN TIER II AND III CITIES

- GEETIKA SRIVASTAVA

THE RISE OF Gen Z (born between 1997 and 2012), accounting for almost 40% of e-retail shoppers, has been the most pivotal shift in India's shopper base. This generation has more style influences and references than any other in history, throwing up the biggest challenge for marketers—catering to trend-first fashion choices, say experts.

This trend-first fashion category is expected to grow fourfold, reaching $8 to $10 billion by 2028, with more than half of this revenue from online sales, according to Bain & Company and Flipkart's "How India Shops Online 2025" report. A rise in Gen Z income will make it a crucial cohort for brands to solve for, it said.

Against this backdrop, it's easy to see why Amazon Fashion rebranded its Gen Z storefront from the functional "Next Gen Store" to a quirky "SERVE." It represents a decision to speak the language of young India, particularly the fast-growing base of small-town Gen Z consumers who are reshaping the country's sprawling fashion economy, say experts. "The rebranding to SERVE stems from Amazon Fashion's deeper understanding of Gen Z's cultural cues, values, and language," says Nikhil Sinha, director, Amazon Fashion. "The term SERVE—to present oneself with confidence and standout style—resonates with Gen Z lexicon."