Amazon Fashion is witnessing a surge in young and trend-conscious shoppers, driven by the success of its Next Gen Store. Since its launch in 2023, the innovative storefront has recorded a 3X increase in Gen Z customers and a 4X rise in shoppers from tier-two cities, underscoring the growing demand for accessible and fashion-forward digital shopping experiences.
To celebrate this, Amazon Fashion is hosting the Next Gen online shopping event from March 20-24, offering discounts of up to 60% off on curated fashion collections for the Gen Z. From Y2K baddie and 90s grunge to streetwear and soft boy aesthetics, the event promises a lineup of trendy curations.
Bridging the Fashion Gap for India’s Digital Shoppers
The Next Gen Store redefines online fashion shopping by aligning global trends with local preferences. The store has a portfolio of 340+ domestic and global brands and over 2 million products. The surge in participation from shoppers in cities like Chandigarh, Jaipur, and Surat highlights the increasing penetration of digital platforms in smaller cities.
“The remarkable growth of our Next Gen Store reflects a fundamental shift in India’s fashion ecosystem,” said Siddharth Bhagat, Director of Amazon Fashion and Beauty India. “We are witnessing the rise of a new fashion paradigm where self-expression through style is at the core of purchasing decisions. The store’s success in tier-two cities particularly demonstrates how digital platforms are breaking barriers, bringing trend-led, affordable fashion to a wider audience.”
Gen Z’s Demand for Trend-Forward, Inclusive Fashion
The success of the Next Gen Store is rooted in its customer-backward approach, with Amazon Fashion curating collections that reflect the values and aesthetics of India’s youth. From gender-fluid fashion and sustainability to oversized silhouettes and monochrome palettes, the store ensures that emerging fashion narratives resonate with today’s digitally native shoppers.
Next Gen Shopping Event: Top Picks
As part of the Next Gen shopping event, Amazon Fashion has curated a selection of must-have styles across categories, including apparel, footwear, accessories, and jewellery. Some key highlights include:
- Streetwear Staples: The Souled Store’s cargo pants and Bewakoof’s oversized joggers for men, paired with graphic tees and chunky sneakers.
- Effortless Chic: Bewakoof’s denim shirt dress, perfect for a casual brunch or everyday wear.
- Statement Accessories: Voyage’s oversized sunglasses and SKMEI’s futuristic sports watches, adding a bold edge to any outfit.
- Footwear for Every Occasion: SOLETHREADS’ skater sneakers and Bacca Bucci’s winter boots, blending comfort with style.
- Jewellery Trends: GIVA’s 925 silver collection and Zeneme’s rhodium-plated floral pendants, designed to add an elegant touch to modern wardrobes.
Digital-First Fashion: The Future of Retail
The ongoing expansion of Amazon Fashion’s Next Gen Store reflects the evolution of e-commerce fashion in India. With rising digital adoption, social media influence, and the increasing demand for affordable, trendy clothing, Amazon Fashion is set to further democratise fashion for young shoppers across metros and beyond.
