India's Flipkart launches app-in-app fashion destination for Gen Z

Flipkart, the fashion destination for millions of shoppers across India, has launched ‘Spoyl’, a new app-in-app fashion destination specifically curated for Gen Z (those born between 1997 and 2012) shoppers. With a focus on value and trend-setting styles, over 40,000 products, including categories such as western wear, accessories and footwear targeting this audience and their aesthetic, will be made available through a brand new on-app interface.

Spoyl aims to revolutionise the way individuals express their personal style, offering a diverse collection of designs that embrace both style and individuality.

India has the third-largest online shopper base globally, today. According to a report by Bain & Co, one in three online shoppers is Gen Z and these shoppers mostly purchase fashion as the first category online, at entry price points. A recent report by McKinsey stated that Gen Z loves expressive clothes, wants to stand out rather than fit in, and has an ever-changing style, the company said in a press release.

Spoyl aims to revolutionise the way individuals express their personal style, offering a diverse collection of designs that embrace both style and individuality. Courtesy affordable smartphone technology, India’s Gen Z population across markets may have the same preferences in content consumption, entertainment and fashion too - but what sets those in bigger metros apart from the rest is access. Flipkart aims to bridge this gap with its deep customer understanding and reach as it continues to democratise fashion for millions across India, including this next generation of fashion shoppers. With Spoyl, unique styles addressing current Gen Z fashion needs will be made available to every shopper, such as gender-neutral apparel, Korean-inspired designs and trendy college wear, to name a few.

By leveraging the best in-house technology, Flipkart will enable sellers from across India to benefit from the untapped potential in this Gen Z fashion segment and this includes ‘trendspotting’, facilitating designing and curating insight-led dashboards for sellers.

“Our mission with ‘SPOYL’ is to address the growing needs of Gen Z who embrace their inner confidence and express their authentic selves through their style. This is also a generation that sets out to break stereotypes on a daily basis, without judgment. We believe that every person deserves to feel empowered and stylish, and this new launch aims to deliver just that. By using technology that helps us stay ahead of the curve, we will ensure that every single Gen Z shopper has access to choices that suit them best. At Flipkart, we understand that value fashion doesn't mean compromising on quality and ethical production practices. By encouraging our seller ecosystem to use on-spot trend inputs and incorporating advanced planning, we strive to make available the most stylish garments, made possible by technology and data insights,” Sandeep Karwa, vice-president - Flipkart Fashion, said.